Should the People You Serve Be Invited to Your Non Profit Auction?
A handful of the non-profit galas I work have a dramatically diverse mix of guests. The crowd is comprised of three distinct groups:
• non-paying clients
• non-paying (or reduced-ticket-price) employees of the non-profit
• paying guests
Although I can appreciate why a handful of “free” guests might be allowed to attend (e.g. a reward to an employee, or asking someone to speak), in a few auctions I’ve worked, the majority of the attendees — the majority! — were non-paying or reduced-paying guests.
Let’s consider three points as to why this might be a bad idea.
1. What is the purpose of your benefit auction fundraiser?
When an event manager is given an assignment to plan any event, the first question they are taught to ask is, “Why are you having this event?” In other words: “What is the purpose of this auction … party … celebration … shindig?”
This concept was pounded into us students during my first class in event management at George Washington University. It’s a critical point because the answer to the question sets the tone for the entire event.
So what happens when you have non-paying clients, non-paying (or reduced-fee) employees, and paying guests?
It confuses the focus.
The “why” becomes unclear because the event is attempting to fulfill three different roles: client appreciation dinner, organizational picnic, and fundraiser.
Which is it? The event can’t successfully be all things to all people, so pick one goal and build the event to meet that goal.
2. The “wrong” people are offered an incentive to attend.
If the goal is to raise money for your cause, a free ticket structure works against the ability to do so. Why?
By not charging employees and clients to attend, the organization is offering those two groups of people an incentive to attend, yet these two groups will help the mission of fundraising the least.
If anything — and I don’t advise this — a “free ticket” incentive would be given to those who can afford to donate to the mission. Clients and employees rarely have the deep pockets needed to help an organization raise significant money, so hypothetically, if anyone was offered free tickets, it would make sense to offer them to business people, thereby encouraging them to attend and support your cause.
3. Unscripted client interaction could prove risky
When you plan a dinner party, you likely put some thought into the people attending and their unique personalities. “I’ll introduce my neighbors Joe and Julie to my friends Rob and Carol,” you might think, “They’ll get along great!”
If you want guests to have a positive experience, you wouldn’t introduce Joe and Julie to your mean-spirited aunt and uncle … or your downtrodden and depressing friend Delores. In fact, you likely wouldn’t even invite your aunt, uncle, and friend to the party because the aren’t a fit for the evening’s plans.
The success of social events like dinner parties (and non profit auctions) depends on the personalities of the guests.
At many fundraising auctions, guests see the event as a way to network with other people like themselves. A widely disparate audience makes networking more challenging and likely decreases donations.
Consider this hypothetical situation: If you operate a soup kitchen, and John Smith wants to interact with your clients, John will likely volunteer in the soup kitchen when you offer opportunities to do so. He is willing to put himself in that environment and serve your charity in that way.
But if you are throwing elegant benefit auctions with a $100 ticket prices, John might not expect to bump into the same people he served in the soup kitchen. It might not upset John (because John volunteers in your soup kitchen anyway), but it might be a jolt to John’s invited guest, Tim.
Tim has heard a lot about your charity from John, but Tim is not the kind of guy who would ever volunteer to serve soup in your kitchen. John and Tim could both be great supporters of your charity’s mission, but — like all of us — they are drawn to different activities.
Guests will certainly enjoy hearing a well-constructed testimonial from a client at an appropriate time in the evening.
But if a guest interacts with a client who doesn’t give a well-constructed testimonial, or who hasn’t been coached, or who hasn’t yet reached their potential from using your non-profit’s services, the interaction could leave a less-than-glowing impression of your fundraising event to a potential donor.
Remember: Plan your auction fundraiser with your end goal in mind. If your clients can make you money at your charity event, bring them in! If not, reconsider.
(c) 2009 Red Apple Auctions LLC
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