Are you new to auction fundraisers?(Big on enthusiasm, but low on experience?)
Are you nervous about whether your event will make money … or whether people will come? (And if they do, will they have a good time?)
Are you wondering how to use volunteers effectively, so they’re motivated and working hard?
Are you overwhelmed with all the planning details and ready to blow a gasket?
Then you’re in luck, because right here, right now, all will be…
REVEALED: Insider Secrets Guaranteed to Explode Your Fundraiser Attendance and Performance at your next gala!
Read on to see behind the curtain as we show you how to catapult donations and shatter previous contribution records—and it’s easier than you think!
Hello Auction Chair!
Let’s face it; you have a VERY tough job. The long hours, the enormity of the responsibility, and all those little things that can turn into big things if they aren’t dealt with in just the right way.
And there are revenue roadblocks too:
- There’s the economy of course
- There are those untapped resources that could get your auction to a new earning plateau
- There are all those “fires” that always seem to pop up no matter how pro-active you are
Hey I know, I work with tireless Auction Chairs and their committees all the time and I’m intimately familiar with all the gory details. I also know that you have a passion for this, and you want more than anything to see it soar to new heights of success.
My name is Sherry Truhlar, and for the last 7 years, I have been helping auction volunteers just like you have record-breaking auctions in any economic climate
Thank you for coaching us through our first-year event. I’ve heard nothing but positive comments from our 100 guests, and one guest who attends a lot of galas told me that our small auction rivaled some of the top events held here in Palm Beach!
Going into this, I told you that we would have been happy with $30k-$40k, and we cleared over $55k! I’m sure you spent a lot more time consulting with us on the phone that you probably do with some of your other clients — thanks for taking the time to educate and advise us on the entire process and how best to maximize our opportunity. You were great, couldn’t have achieved such success without you!”
Kali Dambeck, Director of Development
The Wild Dolphin Project (Jupiter, FL)
It was my second year at the school, and I volunteered to take over the Auction Chair role. It was an intimidating endeavor, but I knew we would be in great hands under the guidance of Sherry and Red Apple Auctions. Sherry grew the event to whole new level, a level of which we could not have achieved without her innovative ideas and advice. She helped us every step of the way, throughout the year, interpreting for us the science behind what makes an auction successful. Silent, live, online—Sherry’s knowledge of how the event works is multi-faceted. She should be so pleased with, and proud of, what she has created in Red Apple Auctions.”
Kristen Franklin, Chair 2009
Aidan Montessori School (Washington, DC)
As a fundraising auctioneer who has achieved a rare Benefit Auctioneer Specialist (BAS) designation, I spend my days working with clients and my nights studying all the latest trends and strategies to make YOUR charity auction more profitable.
You could say I live, eat and breathe auctions, which is why I have a burning desire to see you succeed.
To do this, I’ve decided to give you the keys to the auction kingdom, share what I’ve learned over the years and watch you put it into action.
Here’s how we’ll do it:
INTRODUCING THE PROFITABLE AUCTION BLUEPRINT!
Now you can start planning your most successful fundraising auction EVER … REGARDLESS of who you are using AS YOUR AUCTIONEER!
Here are 3 possible scenarios where this will work for you:
- You have a gregarious parent, a fun Board member, or a local celebrity serve as auctioneer.
- You are using a professional auctioneer who is great on stage but LACKS THE TIME, TRAINING, OR CREATIVITY to provide in-depth support of your needs. (I see this all the time from people who are normally very creative in other areas!)
- You have a SILENT AUCTION ONLY and sense you are not maximizing earnings.(Silent auctions are notoriously poorly run.)
No matter which of the above is going on with your group, I GUARANTEE YOUR SUCCESS with this Blueprint.
How can I be so confident?
Easy, because I know that these strategies work.
Here’s what you’ll discover:
- SECURE THE GOOD STUFF! This is auction procurement unleashed.
- We’ll reveal what to get, how to ask for it and where to look. And not just knick-knacks either. You’ll see how to procure the high-end items too.
- You’ll be given the words to make you comfortable “making the ask”
- You’ll learn my fool-proof formula for determining silent versus live items.
- FILL THE ROOM! This is critical,and we deliver with proven audience development strategies to get bottoms in seats and transform bidders into buyers.
- GET VOLUNTEERS! Learn how to make it easy for others to say, “I’ll help.” This will save your sanity later.
- MAXIMIZE YOUR CONTRIBUTIONS! Games, raffles, and other techniques can get all the money out of the room, but how do you do it? I’ll show you. Also, beware of activities used by other groups—they may not be right for you. You’ll know how to tell the difference.
- OPERATE A FLAWLESS AUCTION! I’ll give you great examples for displays, activities, sponsorship packets and forms, donor letters, and more. (Photos and videos are my favorite teaching tool.)
- SELECTING EVENT PROFESSIONALS! Some of the people you’ll likely rely on for your event will be event professionals, like caterers, sound system and audio projection companies, auctioneers, or production companies. I’ll give you the guidance you need to select the right ones. (Hint: It’s NOT using the Yellow Pages.)
- BE CONFIDENT! If your committee is resistant to change, this course will tremendously boost your CONFIDENCE. You’ll understand WHY a process or change should be implemented, and how to do it.
- USE PSYCHOLOGY! Subtle psychology techniques to encourage bidding. This is “the science” of auction strategy.
- EASILY HANDLE PROBLEMS! No more late attendees, slow registration, low volume silent auctions or uninvolved guests. You’ll be able to fix those issues unique to YOUR event.
- MARKET YOUR EVENT FOR SUCCESS! I’ll share a bundle of ways you should be marketing your event (and you need to use at least 10 of them).
…and MUCH more
“Red Apple Auctions took our annual benefit celebration to the next level – elevating it from a friend-raiser that included a silent auction which raised about 30 cents on the dollar to a fund-raiser that featured a live/silent auction where we more than doubled the amount that we have ever raised in past years.”
Heidi Coons, Director of Development & Community Relations
Threshold Services (Silver Spring, MD)
“Sherry at Red Apple Auctions was a great partner for us prior to the event, providing advice and insight on solicitation, organization and pricing of auction items that was new to our committee, even after years of experience.”
Nicole Carr – Director of Grants and Special Events
TheIvymount School (Rockville, MD)
You’ll Be Learning from Someone Who’s Been There Right Alongside You
Before I started my business, I was a professional event planner who earned the prestigious Certified Meeting Professional (CMP) designation.
That means I’ve done it all: planned the menus, hired the entertainment, managed the catering, marketed the event, handled VIPs, and oversaw the seating chart, and on and on…
Then I went off and became an auctioneer, winning the Auctioneer Rookie of the Year title within 9 months of graduating from Auctioneer School.
It makes for a great story, but the important point is that this in-the-trenches experience has put me at the top of my game when it comes to planning and implementing successful fundraising auctions.
My work has led to coverage in Town & Country, The Washington Post Magazine, AUCTIONEER and television shows on TLC and E! Style channels. I’m a contributing writer to industry publications such as Missouri Meetings & Events, a member of the 501(c)(3) University faculty, and my company books auctions all over the USA.
And finally, a remarkable 76% of my clients have achieved record-highs in their auctions …during the recession.
In other words, you’re in very good hands.
What if you could save your time, money, stress and reputation?
Those are the Big Four when auctions are involved, and with the Profitable Auction Blueprint you’ll have them all covered. Let’s take a look:
- SAVE TIME! That’s right, your time is valuable. When you know precisely what to do, how to do it, and when to do it, you’ll get maximum results faster. There is a PROVEN method to designing a successful auction. I know it and you’ll get it, step by step.
- SAVE MONEY! Most Auction Chairs spend money on the wrong things. And most non-profits have trouble allowing themselves to invest in their own success — and that’s why their events under perform. The Blueprint will be your safety net, so you’ll always know where the budget should be spent.
- REDUCE STRESS! Do you include airfare in the package, or sell it separately for more money? How do you increase your ticket price without people complaining?Should you invest in that new technology that a Board member is championing, or not? Thousands of questions … but do you panic? Not if you know my approach.
- SAVE YOUR REPUTATION! What if you spent $1000s and no one shows up to your event? What if the attendees don’t spend money? What if a donation from a prominent guest receives no bids? You’ll discover all the ways to prevent this so they’ll be buzzing about your gala all year—and in a good way!
“Our event was awesome! We feel the night was incredible. We surpassed our goals, and set a new standard for this school auction. It was time to take our event to the next level, and we got more than we thought possible. It was a 30% net increase from the previous year. We knew there was more money to be made than what we’d been raising. I personally loved everything Red Apple gave to our event. We would have never had done as well as we did without you.”
Shayna Altman-Neal, 2008 Auction Co-Chair
Christ Church School (Fort Lauderdale, FL)
“We are still reveling in our gala success! New records were set in our auction and appeal; all but one item in the silent auction sold which was quite remarkable for us. With Sherry’s advice and expertise the auction was taken to a new level. We’ve received so many compliments from our donors, partners and supporters. Sherry is fantastic!”
Crista Peterson, Development & Communications Manager
Northern Virginia Family Service (Oakton, VA)
“When I agreed to co-chair our annual school auction, I knew I wanted to kick the event up a few notches. For my legacy, I wanted something that stood out and set a precedent for “how to run an auction.” After spending several hours speaking with multiple auction companies, I selected Red Apple Auctions. Sherry was very enthusiastic and would be there every step of the way helping us plan the event and implement several new ideas to maximize the money raised, which was especially critical in this economy. Because we really re-vamped our program (with Red Apple’s help), I appreciated having someone guide us in structuring our activities and giving us methods for getting the entire crowd involved in giving. I have received nothing but absolute praise and excitement regarding the many changes we made with Sherry’s help, and those that resisted initially could not have been more pleased with the changes we made. Although I’m not chairing the auction again, I know our 2009 auction chair already spoke with Red Apple to re-book them for the next year!”
Brooke Austin – Auction Co-Chair 2008
St.Andrews Episcopal School (Fort Pierce, FL)
“Sherry brings to the auction process such incomparable enthusiasm, energy, and know-how that you know right from the start your auction will be a huge success. She helps you get every detail right and seems never too busy to answer a question by phone or email.”
Carole Brand, Gala Chair
Children’s Chorus of Washington (Washington, DC)
OK Sherry, this sounds great!
But how much does it cost?
What would it “cost” you NOT to have a record-breaking auction?
How much have you been losing — $2000 here … $30,000 there – because you’ve never bothered to invest in your auction?
And what does it cost you in stress from “not knowing what to do?”
How much would you be willing to pay for a guaranteed blueprint for success?
Certainly a $1000 investment would be worth your time and money for guaranteed success, right?
Well thankfully, you won’t have to pay $1000′s.
The Profitable Auction Blueprint can be yours for the low price of $747!
“We’ve received rave reviews about you! We also broke the six-figure mark in 2007, grossing just over $123k for a 39% increase.”
Sally Goins, Gala Chair
St.Joe’s School (Herndon, VA)
You’ll be protected by my Zero Risk, Hassle-Free, No-Questions-Asked Money-Back Guarantee
I am so certain that the Profitable Auction Blueprint will be EXACTLY what you need to have a successful fundraising auction that I’m going to assume all the risk.
So put the course through the wringer for the next 7 days. Learn all you can and see how amazing this material really is.
If for any reason you feel that it’s not for you, just let me know and I’ll issue a prompt refund. No ifs, ands or buts. Fair enough?
Red Apple Auction is more than professional; your ability to consult, inform and lead us above and beyond our goal was amazing. You taught us so much and were easy to contact, day or evening. Sherry, I cannot thank you enough for making our auction the best it has ever been.
Karen Virdinlia, Development Assistant
Children’s Advocacy Center of Collier County (Naples, FL)
HANG ON, BECAUSE THERE IS A SPECIAL FAST ACTION BONUS GIFT for the first 20 people to enroll!!
Bonus Gift:Q&A “Hot Seat” Call
Tuesday, Nov. 22 (1 PM Eastern): Live telephone training
Baby, you’re the star on this call! Private VIP Access to a special Q&A bonus call to talk about your unique auction. Email your specific questions (or I’ll have you in the “hot seat” to ask them live on the call) and we’ll cover as many as we can in the hour. ($300 Value)
“For the 3rd consecutive year we had Red Apple Auctions help guide our church’s silent and live auctions, and for the 3rd consecutive year they have helped us improve on the year before…. both in dollar amount AND in quality of the event. Our event caters to a young, single adult church crowd who are working their first jobs, or are finishing up a graduate degree. With the economic downturn we went through this year, you could imagine how apprehensive our crowd would be. Well, Red Apple was GREAT. They were able to stress the value of charitable giving and donations in such a fun and positive way that our participants were happy to raise money for such a good cause.”
Bryan Gauch, Service Committee Chair
Colonial 1st Ward – Church of Jesus Christ of Latter Day Saints (Alexandria, VA)
You Get the Blueprint 24/7
You will have this training at your beck and call. This 7-week course is designed to be convenient around YOUR schedule because it’s all delivered via Internet and phone.
- You’ll be given access to the DIGITAL LOUNGE. This password-protected site is your online classroom. Each Sunday evening, your training video and supporting course materials will be posted there. Visit at your convenience to watch (or re-watch) the video.
- On Thursday, we’ll have our LIVE TRAINING call.We’ll have discussion, answer questions, dive deeper on the topic, or re-visit concepts presented so you’re totally comfortable with how to implement.
- All training calls will be RECORDED. If you miss the live training call (or just prefer to listen via your computer at 1 AM when the kids and hubby are asleep!), I’ll be there to help you.
- PHOTOS …TEMPLATES …. ADDITIONAL RESOURCES … will be stored in the digital lounge. Review it all, or only what you need.
- YOUR COMMITTEE CAN ALL SHARE. If your acquisitions chair needs to watch the video and listen to the training call on procurement, she can. If your food & beverage committee chair wants to hear about working with vendors, she can. It’s CONVENIENT FOR EVERYONE.
Our course schedule is as follows:
Week #1:Get Items!
Sunday, Nov. 6: Training video available in the Digital Lounge
Thursday, Nov 10 (1 PM Eastern):Live telephone training
Get Items! How to identify and procure the perfect items for your crowd to keep them bidding in the silent and live auction.Here are some of the topics we’ll cover.
The 1st place to begin your donation hunt.(Every one of your volunteers will be EAGER to do this …honest!)
·The only 5 categories you need to focus on for an auction to make big money.
·Sample letters – and a customizable template – that you can use to craft a compelling donation letter.This is plug-and-play writing.
·Sample donation forms. No need to create one from scratch, or compare these to your own form and see what you’re missing.
·Sample script of “how to ask.”
·Useful template for tracking donations (for those who don’t use software) that makes it a snap to figure out your silent auction display space later.
Week #2: Get it Together!
Sunday, Nov. 13: Training video available in the Digital Lounge
Friday, Nov 18 (1 PM Eastern):Live telephone training
Get it together! Best practices when it comes to silent auction forms, bid sheets, fair market values, and other little pieces that drive Auction Chairs crazy.
You’ll get structure for your event plan and event night so you can get it all done, still get some sleep, and maybe squeeze in a mani/pedi before the big day. You’ll learn:
·Worksheets that allow you to realistically plan…yes, PLAN your silent auction to make $5,000, $10,000, $50,000, or more.
·An auto-generated worksheet that makes it super easy to print your own bid sheets. If you don’t yet use software, you’ll use this to create perfect silent auction bid sheets!
·How to list the value of your items so it supports bidding, not hinders it
·The best gala timelines (and even some production schedules!) for the 5 most common types of auction fundraisers, ranging from formal dinners to golf tournaments
·Templates that make it super easy to track your progress leading up to the big day. You’ll have no financial surprises because you’ll know days – if not weeks – before the gala that you’re on track to hit goal
·How to build the best timeline that works for your group
Week #3: Get Marketing!
Sunday, Nov. 27: Training video available in the Digital Lounge
Thursday, Dec 1 (1 PM Eastern): Live telephone training
Get Marketing! How to market your auction items so buyers are educated, excited, and motivated to buy items at the highest price point. Learn all the ways you should be marketing your event: before, during and after the auction.You’ll see photos of marketing in action — the good, the bad, and just the plain ugly.This is a BIG class with lots to cover.Some topics include:
·How savvy organizations promote prior to the gala (including writing samples!)
·The three critical components of your proper silent auction display,
·How to build bidder psychology into a bid sheets so the items sell themselves
·Compelling silent auction layouts that support bidding, plus a great display template!
·Signage and signage support that doesn’t break the bank
·What you should NOT be spending money on.
·Options for live auction displays that support the silent auction, too
·Sell it in the silent or live? You’ll learn the “rules” of where to put it to sell it.
·How to capture the excitement of your auction so it can be used the following year to promote
·How to sell the same item in different ways, and which is best for your auction
Week #4: Get Help!
Sunday, Dec 4: Training video available in the Digital Lounge
Thursday, Dec 8 (1 PM Eastern): Live telephone training
Get Help! How to be a pro at recruiting volunteers and hiring professional vendors – even if you’ve never had to manage other people.
Volunteer management is a big portion of your job as Auction Chair. Your auction needs fabulous volunteers, and you’ll need some ways to entice them to raise their hand. In addition, some of the people you’ll rely on will be professionals. You’ll get the inside scoop on how to pick the best vendors for you. Here is some of the content you’ll enjoying learning:
·What you should discuss in your first auction meeting with volunteers, and how you should start every meeting thereafter.
·Where to find volunteers, and what to say that makes them eager to help you. (It’s about filling roles without scaring people off.)
·Identify your auction type (Start-up, Small Biz, or Fortune 500) so you know what to do next with your volunteers in order to grow.
·Use these pre-written volunteer (job) and committee descriptions… or modify them to match your needs.
·How to inspire your team members to give their best.
·Checklist for your volunteer intake form.
·And because no one wants to sound stupid, you’ll get the questions and lingo you should be asking when interviewing critical vendors, like the venue, caterer, printer, A/V company, production, and auctioneer.
Week #5: Get Creative!
Sunday, Dec 11: Training video available in the Digital Lounge
Thursday, Dec 15 (1 PM Eastern): Live telephone training
Get creative! How to build activities – the “bells & whistles” of a gala– into your auction to generate more revenue, keep your auction fresh and interesting, and solve specific challenges unique to your event.Some of the topics covered include:
·How to set up, market and sell over a dozen raffles, games and activities that raise BIG bucks in your event.
·Learn new activities to include, and old standbys you shouldn’t forget.
·How to use your “bells and whistles” to garner free pre-event publicity for your gala.
·Cutting edge ideas that make your gala the stand-out event in town
·A foolproof trick that gets guests to buy more raffle tickets. (So easy, but often overlooked.)
Week #6: Get Bidders!
Sunday, Jan 1: Training video available in the Digital Lounge
Thursday, Jan 5 (1 PM Eastern): Live telephone training
Get Bidders! How to fill the room with people eager to help your cause.
If you’re getting great items, “it don’t mean a thing” unless it’s paired with a strong audience development plan. In this class we’ll cover:
·What to include on your invitation so it speaks to big spenders.
·High performing sample invitations to model.
·Over 10 strategies for getting great bidders to attend your auction
·My #1 trick for getting people to open your email invitation
·Professions that make the best bidders (be sure to invite a few of them) and which professions you might want to bypass. (This will surprise you.)
Week #7: Get Other People’s Money!
Sunday, Jan 8: Training video available in the Digital Lounge
Thursday, Jan 12 (1 PM Eastern): Live telephone training
Get other people’s money! How to identify, approach, and sell corporate and individual sponsorships to supplement your auction revenues.
·How to set up a starter sponsorship program
·The best companies to approach for funding because they are more likely to say, “Yes!”
·The different types of financial support available, and where to start if you’ve never tried.
·How to ask for a sponsorship. A starter script will boost your confidence and head you down the right path.
·Sample letters – and a customizable template – that you can use to craft a compelling sponsorship letter and form
The training video and handouts will be in the digital lounge before each call. You’ll have everything you need to maximize your time and learning!
Oh, and in addition, you’ll get further education with these TWO BONUS CALLS.
BONUS CALL:Great Ideas Session
To be determined, but likely the week of Thanksgiving or Christmas
You’ll enjoy hearing about some excellent ideas I’ve seen implemented, but ideas that don’t fit neatly into the course outline.
BONUS CALL:Flawless Registration and Check-out
To be determined, but likely the week of Thanksgiving or Christmas
An in-depth review of what you need to make this process simple.
I know that you and your organization cannot afford to waste any opportunities to maximize your donations. Join me as I share with you what has propelled the majority of my clients to have record-breaking fundraisers in the last two years. You’re going to be a success … I GUARANTEE IT!
“We were committed to using a volunteer auctioneer for our school auction, but we recognized the need to have some professional guidance. In four hours, Red Apple Auctions provided us with many ideas which improved our logistics, boosted our yields, and really impacted our bottom line. And, our guests loved the changes!”
Blair Critch, Auction Chair
Westminster Academy (Fort Lauderdale, FL)
|“Sherry’s support, skills and ideas were an impressive component of her services; she also adds a personal touch that can only be described by the people that have worked with her. I cannot wait to plan our next event with her!” Megan Deutsch, Asst. Director of Development & Community Relations Threshold Services (Silver Spring, MD)|
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NOTICE TO ALL ATTENDEES: All the materials presented in this teleconference course are confidential and proprietary to RAA and are intended for the sole use of the participant and/or participants’ sponsoring organization, who have paid a licensing fee for the use of such materials, and shall NOT be disseminated to any other individuals, businesses, or non-profit organizations without the express written permission of RAA. Any reproduction or republication of course lectures or materials are strictly prohibited. This course is only open to individuals working on planning auctions for non-profit organizations and – if requested by RAA – must show paperwork indicating the sponsoring organization has legitimate nonprofit status as designated by their respective government agency. Participants understand that all class and bonus sessions will be recorded and – by registering for this course – you agree to the recording and its use for training and demonstration purposes and/or subsequent sales.