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- Set a goal. Create a mission statement that will help everyone involved tell the same story. Post this statement on your auction homepage, and include it in your item donation and sponsorship requests and e-mails.
- Secure items to be auctioned. This step will be the most time consuming. For the most part, you know your community and the type of items people may be interested in. Some communities can afford a smaller number of higher-ticket items, while others meet their target with a larger number of lower-priced items. The best-selling items for any community or school usually relate to the community or school itself, such as student art projects and principal or ‘mayor’ for a day offers. Also professional services, such as tax preparation, dental services, and massage/chiropractic, also are popular.
- Set up your auction home page. It takes little time and it becomes the primary ‘platform’ for your auction. Then build your auction using the software service available. Enter items as they come in. Be sure to include a photo whenever possible, a description of the item, and an estimated value.
- Promote your online auction. The more potential bidders you attract, the more potential donations you’ll receive. Send press releases. Provide announcements to prospective bidders and your item donors. Use the method that makes the most sense; mass e-mails are the most popular; fliers sent home to parents and posted on bulletin boards at the local supermarket, community center, and other places where people gather; social media, such as Facebook and MySpace, to reach the large network of friends that reach past your immediate community.
- Acknowledge your donors, bidders, and volunteers. After the auction, don’t miss this final opportunity to motivate your community of donors, bidders, and volunteers to do it all again next year. Thank your donors and bidders, as well as the volunteers who did the work of setting up the home page, soliciting donations, and writing and distributing fliers. Ensure items are awarded to the winning bidders in a timely manner.
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