Over the years, I’ve discovered that anyone can plan a charity auction — but not everyone plans one strategically. And that difference can be the deciding factor between a night that’s pleasant and one that’s powerful.
When I work with nonprofits, I always focus on strategy first. It’s what elevates an event from just a date on the calendar to a mission-driven experience that builds community, inspires giving, and drives real results.
Here’s how I do it.
1. I Start with Purpose, Not Just a Date.
Before I book a venue or choose a theme, I ask one question: Why are we doing this?
Every auction should have a clear goal — whether it’s funding a scholarship program, expanding outreach, or supporting a new initiative. When that purpose is defined, every decision has direction.
I’ve seen firsthand how clarity of mission changes everything: donors give more, volunteers stay motivated, and the energy in the room becomes electric.
2. I Build the Right Team Early
An auction is a team sport. The earlier I assemble the right people, the stronger the foundation.
I like to define four key roles from the start:
Procurement Chair: manages item solicitation and donor outreach.
Sponsorship Lead: builds relationships with partners and underwriters.
Marketing & Communications: handles storytelling, promotion, and guest engagement.
Logistics Captain: oversees check-in, run-of-show, and volunteer coordination.
When everyone understands their lane, things run smoothly — and the focus stays where it should: on the mission.
3. I Curate Items That Actually Sell
This is where strategy really shows. I never accept every donation just because it’s offered. Instead, I focus on curating a collection that reflects the audience’s interests and creates excitement.
From experience, I know that experiences sell better than stuff. Items that perform best often include:
Private dinners with chefs or sommeliers
Luxury getaways with special access
Behind-the-scenes or VIP experiences
Curated wine tastings (and yes — I might know a guy!)
My rule of thumb: I’d rather have 30 extraordinary items than 100 mediocre ones.
4. I Tell the Story Behind the Cause
I’ve seen donors open their hearts — and their wallets — when they truly understand the impact of their giving. That’s why storytelling is at the center of everything I do.
I make sure each part of the event connects emotionally: a short video, a personal testimonial, or a mission moment before the live auction. During the bidding, I weave the cause into every item description.
Because people don’t just give to win something — they give to be part of something.
5. I Market Early and Build Momentum
A strategic auction doesn’t start when guests arrive — it starts months before.
I like to build momentum in three phases:
Phase 1 (10–12 weeks out): Announce the event and share the mission.
Phase 2 (4–6 weeks out): Tease key items, showcase sponsors, and highlight impact stories.
Phase 3 (1–2 weeks out): Create urgency with reminders, sneak peeks, and calls to action.
I use email, social media, and personal outreach. The goal is to make people feel connected before they even walk through the door.
6. I Make It Easy to GiveFriction kills fundraising.
I’ve seen wonderful events lose thousands because guests couldn’t figure out how to bid or pay. That’s why I only use user-friendly, mobile-optimized auction platforms with quick check-in, fast payment, and text-to-donate options.
When it’s easy to participate, generosity flows.
7. I Focus on Creating an Experience
A charity auction is part theatre, part community, part generosity. The best ones feel joyful, engaging, and emotional all at once.
I pay attention to every detail — pacing, lighting, sound, timing — to keep energy high. My goal as an auctioneer is to make people laugh, feel connected, and remember why they’re there.
When guests are inspired and entertained, the bidding takes care of itself.
8. I Always End with Gratitude and Reflection
The event may end, but my relationship with donors and clients doesn’t. I follow up quickly with warm, personal thank-yous and share the results of their impact: “Together, we raised $185,000 to fund 50 scholarships.”
Then I debrief — what worked, what didn’t, what we can make even better next year. Strategy doesn’t stop with success; it builds on it.
A charity auction isn’t just about raising money — it’s about raising hearts.
When I approach an event strategically, I see transformation happen in real time: donors feel proud, organizations feel supported, and missions move forward.
If you’re ready to take your next auction to that level, I’d love to help you make it happen.
Visit michaelgreenauctions.com to learn how we can bring storytelling, energy, and strategy together to make your next fundraiser unforgettable.