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Earlier this year, one of my clients experienced a higher-than-usual no-show rate. Almost 10 percent of their registered guests didn't attend the auction. For this client, it meant that several seats around the room remained empty. A significant number of no-shows impacts your event. First, you've likely already paid for the food so that cost is already an incurred expense. Second, fewer guests means that the auction items will have less bidding competition. Third, if it's visually apparent to other guests that there are a number of guests absent, that could have a negative affect on the guests who are present. "Where is everyone?" will be the question of the hour, "Why aren't they here?" To reduce benefit auction no-shows, here are four tips on getting your guests to attend. * First, communicate with your supporters regularly. Communication should be conducted throughout the year, in a consistent fashion - not just when a fundraising auction is taking place. Let's strive to have your event date so entrenched in the minds of your supporters that they "know" your auction is the second Saturday in May. If you have a monthly newsletter, devote some space each month to writing about the auction. (For many organizations, the benefit auction is the largest fundraiser of the year, so it deserves some consistent publicity.) One month write about underwriting opportunities; another month pen a column on donations. In this manner, your guests become more well-informed and your gala date is consistently in front of your supporters, reminding them. Communication through postcards, letters, and phone calls can supplement the marketing effort. * Advertise your gala more frequently as the date nears ... even up to the last minute. Phone calls are critical. Starting three weeks out, get volunteers on the phone to invite guests and remind registrants. Emails can also be sent. One email I received to a recent event said, "We'll see you in three hours! Don't forget to bring your auction catalog!" If you are using an autoresponder email system, use it. You can create as many emails as you want and have them automatically sent at the time and day you choose. It's a time-saver. * Create a last-minute incentive to attend. Announce that a sponsor has just made a wonderful donation, and you have "a special gift" for the first 50 attendees that night. If the gift is something truly worthwhile, advertise it. "The first 25 people to register will receive a Tiffany key chain (valued at $45)." * If volunteers tend to be your no-shows, bribe them. Offer them food or a special (free) raffle drawing only open to volunteers. One organization I worked with offered volunteers the chance to win two concert tickets to a performance of their choice. The bucket was in the volunteer room with paper slips and a sign telling volunteers to enter. No-shows cost your organization money through lost donations. Making an effort to get registrants to actually attend your event is worth the time involved.
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Did you enjoy this article? Award-winning benefit auctioneer Sherry Truhlar publishes a bi-monthly e-newsletter filled with auction photos and other ideas for auction committees. Sign-up today at Red Apple Auctions and receive her popular Auction Item Guide as a gift. The Guide lists the best-selling items she's sold in benefit auctions; it's great for generating ideas for your own procurement strategy!
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