If there’s one question I hear at almost every planning meeting, it’s this:
“What should we start the bidding at?”
And I understand why people worry about it. Pricing feels permanent. Once the number is out there, it’s public. It’s emotional. It feels like the moment where success or failure gets decided.
But after years of standing in ballrooms, school gyms, hotel ballrooms, and community centers, I’ve learned something that surprises a lot of people:
Pricing isn’t about protecting value. It’s about creating belief.
Belief that the item is attainable.
Belief that participation matters.
Belief that this is going to be fun.
When people believe those three things, the money almost always follows.
I Don’t Price for the Item — I Price for the Moment
On paper, an item has a value.
In the room, an item has a feeling.
And the feeling is what moves paddles.
Before I ever suggest a starting bid, I picture the moment:
What time of night will this item appear?
Will the crowd be warmed up — or tired?
Are people relaxed… or watching the clock?
An item offered early needs a softer entry point.
An item offered after a great Fund-A-Need moment can handle more ambition.
Pricing isn’t math.
It’s timing, temperature, and trust.
Why I Start Lower Than Feels Comfortable
Most committees want to start high. It feels safer. More dignified. More respectful to the donor.
But in my experience, starting high protects feelings — starting low produces results.
I usually recommend opening bids at 30–40% of fair market value.
Not because the item isn’t worth more — but because people need permission to begin.
Once someone raises their paddle, something shifts in the room.
They’ve crossed the invisible line from observer to participant.
And once people participate, they care.
I’ve seen $10,000 experiences stall at $5,000 because no one wanted to be first.
I’ve seen the same item start at $3,000 and end at $12,000 because five people jumped in early.
Momentum doesn’t come from confidence.
Confidence comes from momentum.
I Think a Lot About the First Yes
The most important bid of the night isn’t the highest one.
It’s the first one.
That’s why I pay close attention to:
Clean numbers
Friendly entry points
Psychological comfort
$250 feels easier than $300.
$500 feels easier than $550.
$1,000 feels stronger than $1,100.
Those little choices seem small — but they lower the emotional barrier to entry. And once that barrier is gone, generosity flows more freely.
I Always Price for the Room I’m In
I never assume that what worked last year will work this year.
Every room is different:
A hospital foundation gala behaves differently than a school fundraiser.
A longtime donor base behaves differently than a young professional crowd.
A rural community behaves differently than a downtown corporate audience.
I’ve learned to ask:
Who feels confident in this room?
Who needs encouragement?
Who wants to be seen giving?
Who wants to give quietly?
The goal is never to show how valuable the item is.
The goal is to make people feel capable of competing for it.
How I Use Bid Increments to Shape Energy
Once bidding begins, pricing turns into pacing.
Increments aren’t just math — they’re rhythm.
I generally guide organizations like this:
Under $1,000 → $50–$100 jumps
$1,000–$5,000 → $100–$250 jumps
$5,000+ → $250–$500 jumps
But more important than the numbers is the feel.
If the room is energized, I’ll move faster.
If the room is hesitant, I’ll slow down.
If two bidders are locked in, I’ll give them space to breathe — and then push.
A great auction feels like music.
Too fast and people fall off the beat.
Too slow and they lose interest.
My Philosophy on Reserves
Reserves make people feel safe.
But sometimes safety is the enemy of excitement.
I understand why organizations use them — and sometimes they’re necessary. But when I can, I encourage nonprofits to trust their audience.
Some of the most powerful moments I’ve witnessed happened when:
A committee took a risk
A donor trusted the process
And the room rose to meet it
There’s something magical about watching an item climb without a safety net.
It tells donors: we believe in you.
And most of the time, they prove that belief right.
How I Think About Silent Auction Pricing
Silent auctions live in a different emotional space.
They’re quieter. More private. Less contagious.
So I adjust accordingly:
Starting closer to 50% of value
Clear, visible increments
Occasional Buy It Now options for premium items
In silent bidding, confidence doesn’t come from applause — it comes from clarity. If people know exactly how the process works, they feel safe participating.
And safety leads to generosity.
What Pricing Has Taught Me About Fundraising
Over the years, I’ve realized that pricing isn’t really about money.
It’s about:
Reducing fear
Increasing belonging
Creating permission to give
When people bid, they feel included.
When they feel included, they feel invested.
And when they feel invested, they give not just their money — but their loyalty.
That’s the real win.
My Guiding Principle
When I price an item, I’m not trying to prove its value.
I’m trying to create a moment where someone thinks:
“I can do this.”
Because the second someone believes that,
fundraising stops being transactional —
and starts becoming transformational.