Typically the time for parish fundraisers is in the fall and winter: bake sales, harvest suppers, Christmas dinners, and so on. However, the pandemic has sidelined in-person fundraisers and events. Your parish could consider running a virtual silent auction as an alternative. Virtual silent auctions are very effective and will be even more attractive at this time of the year when people begin to think about Christmas. Auctions are a great way to bring in revenue and build community.
Here’s how to run a successful virtual auction.
A virtual auction is different because it operates on a software platform. I recommend 32 auctions because it is easy to use and cost effective. More information about this platform is available at https://www.32auctions.com/. As with any silent auction, you will need to dedicate time to soliciting silent auction items. It is a good idea to work with a group of volunteers to do this so that you are tapping into as many networks for items as possible. Provide each volunteer with a sheet describing your event to send to the people and businesses they will be soliciting. Instead of a live display of the items, you will enter photos along with text descriptions, including the dollar value of the items and the starting bids, into 32 auctions.
Virtual auction pros and cons
Initially, setting up your virtual auction is time consuming; however, many of the tedious parts of running an auction are easy because they are covered by the software: tracking bids, enforcing minimum increases, and managing bidder activity. The software also manages winning bidder payments. There are advantages to going virtual, even when you have the option to do an in-person event:
Less hassle: You don’t have to haul auction items to a venue, make a display, keep track of bids on paper, or handle check out for prizes.
Larger audience: People can bid from anywhere, at any time, which gives you the opportunity to reach a wider audience.
More options: Usually a silent auction at an in-person event is limited to the beginning and end of the event. With an online auction, it is possible to extend the bidding over a longer period and continue to highlight specific items through social media. You can also add new items or stagger bidding to keep people engaged and bidding.
The main con for virtual silent auctions is that it is challenging to match the excitement that is built into a live event.
Promotion
In order to generate interest, it is very important have a clear plan and timeline for promotion of the silent auction. Your communications strategy could include posters around town, social media posts, eblasts, and advertisements in your parish’s newsletter and in any local publications. Here are more ideas to consider:
- A segmented email campaign to appeal to different groups of supporters
- A press release to local media
- An auction-specific landing page on your parish’s website
With planning, timeline, communications strategy, items, and platform in place, a virtual silent auction is well worth doing and often raises much more than an auction at a live event. If you have questions about online silent auctions, please contact Jane Scanlon at [email protected], or Heidi Fawcett at [email protected].
St. John, Antrim — Deanery of the Southwest