I’m asked this question frequently: “Sherry, how many live auction items do you recommend we sell at our gala?”
The answer is a lot like eating prunes: “Will three get the job done? Is eight too many?” <wink>
Many factors go into my answer because the “right number of live auction items” depends on the client.
(Note that the “right number” of items is different than the “average number” of items. In 2015 prior to the COVID-19 pandemic, my school clients sold an average of 15 live auction items at each gala. Almost 10 years later in 2024, the average was 10.6. In 2015 my nonprofit clients would sell an average of 13.1 live auction items at their gala. In 2024, the average was 8.3 live auction items.)
Let’s consider what influences the number of live auction items.
If the gala’s timeline has already been determined and can’t be changed, my recommendation doesn’t matter. The client has already allotted a specific amount of time (20 minutes, 45 minutes) and now they just need to know how many items I can sell within that period.
But if there is flexibility in the timeline, we consider other factors, like those below.
1. Are you using a professional benefit auctioneer?
A professional benefit auctioneer will be able to sell more items in a given timeframe than someone who is not a professional. We’re in front of people asking for money all the time. We can read faces and know when to push.
Second, the entire reason “the chant” (the fast talk) was developed was to sell items quickly. Although your charity auctioneer will not chant as quickly as a livestock auctioneer, they will likely chant. It speeds the sale.
2. Are you offering good / exciting auction items?
If you’re selling exciting items with a wide appeal, you can sell more items in the live auction. If you are selling run-of-the-mill items (ordinary baskets, most gift certificates, generic items) you will lose your audience unless you can structure the event to keep them in their seats.
Tied to this, your auctioneer might have a sense of how long each item will take to sell. Generally it takes me 4 minutes to describe and sell an item. But I also know that selling front-row seats at a high-school graduation will typically take less time than offering a trip to Bali.
3. Is the crowd standing or sitting?
This is a pretty simple concept. Seated guests will be more comfortable than standing guests, and you can sell more items in the live auction. You can even take this a step further and analyze the comfort of the chairs.
I used to do some marketing work for a church. When planning workshops, we would — I’m not joking — take into consideration the uncomfortable chairs. An all-day workshop was a harder sell because our congregation was familiar with the chair. They wouldn’t pay a higher price for an all-day workshop if they had to sit in uncomfortable chairs all day long.
4. What else will the crowd enjoy (or endure)?
In addition to the live auction, will your guests be seated through 30 minutes of presentations? Or a 45-minute choral concert?
Maybe you’ve heard this phrase: The mind can stand only what the butt can endure.
At some point, we humans need to stand up and walk. In my work, I’ll talk with clients about their schedule. We might move the live auction to a different part of the program once I know the other elements of the gala. I might recommend that the live auction might be the first activity of the program … the last … or somewhere in the middle.
5. What’s your financial goal for the live auction?
Whatever I sell in the live auction will bring in more money than if that same item is sold in the silent auction. Period.
So if there is a specific financial goal to hit in the live auction and we don’t have the right items or enough items to hit that goal, then we need to add auction items.
Your “perfect” live auction number may be adjusted to reach your financial goal. Whether you sell five auction items or forty items, it might be right for your group. Your benefit auctioneer will help you find the perfect number for you.
So what’s the perfect number for your gala?
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