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You are here: Home / Administration / The OTHER thing to never say on stage at a benefit auction
Apr 30

The OTHER thing to never say on stage at a benefit auction

Sherry Truhlar 6 Comments

Sherry Truhlar with Consider Your Audience signBack in 2009, I penned an article that got quite a bit of traction on both my blog and social media outlets. It was called, “The one thing to never say on stage at a benefit auction.” (You might want to read that, if you haven’t.)

It’s time to revise. I now have TWO things you should never say on stage.

When I wrote that article, I was referring to the recession. Some of my clients were hell-bent on reminding their auction guests that the USA was experiencing an economic downturn.  They felt obligated to remind everyone of precarious times. In some twisted way, they thought that reminding guests of life’s instability would somehow inspire everyone to make larger donations.

It doesn’t work that way.

  • When people feel insecure, powerless, and pessimistic, they are LESS likely to give.
  • When they feel confident, capable, and optimistic, they are MORE likely to give.

Make sense?

So it follows that when we are crafting our gala’s timeline, we want to structure it in a way so that we don’t somehow — even accidentally – make our guests feel insecure, powerless, and pessimistic.

Think you got it? Here’s a 1-question pop quiz to find out:

  1. If you feel obligated to mention the Boston bombing at your fundraising auction, or have a moment of silence for the people killed in Texas, or hold hands and pray for anyone not directly related to your nonprofit who has been recently hurt, do you think you should schedule that BEFORE you ask for donations …. or AFTER?

The correct answer is AFTER. Extra credit if you wrote in “This wouldn’t be a fit at our gala.”

This can be a touchy subject. When bad things happen, empathetic nonprofit leaders may feel that highlighting the tragedy is the “right thing to do.” 

And when it’s highlighted, I’ve noticed that the pregnant pause — that moment of silence — is often scheduled early in the evening, before the fundraising.

But here’s my point.  

The goal of your auction is to help you raise money for YOUR programs. If something (like bringing up a tragedy) doesn’t advance your goal – and perhaps even DETRACTS from it – why mention it? 

In my mind, the only groups that should consider bringing attention to disasters are those managing disasters. 

When I worked for the Humane Society of the United States in New York last year, we talked about Superstorm Sandy damage prior to the Fund a Need. Dramatic video reminded guests of the devastation. Why? Because HSUS was IN the devastation. They sent people IN to help, as part of their mission.

If the Red Cross of Boston’s Gala (or a similar charity) was scheduled this month, highlighting the Marathon bombing might be appropriate. “Other people were running away,” I’d pound the podium, “Red. Cross. Ran. In.  HELPING PEOPLE! That’s what we DO. And when YOU need help in a crisis – whether it’s a bomb at a marathon or a fire at your neighborhood – Red Cross will be ready to take care of YOU.”

That’s a mission story. It’s applicable.  

But should a social services agency in …. oh, pick a state …  Indiana offer a moment of silence for Boston? Should a children’s hospital in Colorado? Or a historic preservation group in Oregon?  

Furthermore, how will we select our tragedies?  

Should we also mention Texas if we mention Boston, given they happened within days of each other? Didn’t more people lose their lives in the Texas explosion?

But then, if our decision is based on the number of lives affected, maybe we should skip those tragedies and focus on the millions of people still suffering in Darfur. (Or do we only acknowledge American suffering?)

Once we start picking tragedies, how shall we fairly draw the lines?  By geography and time?

“We want to remember this past week’s victims of tragedies within a 90-mile radius of us,” you would explain to guests, “that includes the horrible Boston bombing last week … and the two guys randomly killed in that drug deal gone bad over in Camden this past Tuesday. Also remember little 13-month-old Samantha Cole, whose lifeless body was found in a ravine two days ago. Please join me in a 30-second moment of silence to remember these victims.”

Ew. Awkward.

Is this what we want our guests to dwell on? Do we want everyone to recall those scary images from the TV?  The screaming, the blood, the tears? Do we want them to remember little Samantha Cole’s tiny body wrapped in a towel being carried away by the police officer? 

And then – hey! – let’s ask for some donations. 

Not. A. Fit.

This is NOT meant to diminish the experiences of those individuals and families who suffered tragic outcomes in Boston, Texas, or anywhere else. My point is about relevancy. 

If it’s not relevant to your mission … if it’s not relevant to your goals … if it doesn’t help you raise money … why include it?  What’s the justification?

Here’s another real-life observation …

If you’re using a news anchor to emcee your gala, they often enjoy mentioning this stuff. It’s only natural; reporting the “news” is their job and tragedies increase their ratings. They might inadvertently believe they are giving a sense of “being current” or compassionate when they casually mention a tragedy on the stage. 

They aren’t. They are bringing the house down … emotionally.

If you don’t script your news anchor, you might want to suggest that they shouldn’t sing the blues onstage, even offhandedly.

Remember, if it doesn’t help you towards your goals, don’t include it. 

You’re holding this gala once a year. You’re pouring thousands of dollars and hours into it. Keep everyone’s eyes on YOUR prize and don’t invite diversions into your ballroom.

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Copyright © 2013 Red Apple Auctions Co. All Rights Reserved

About Sherry Truhlar

Fundraising auctioneer and educator, helping schools and nonprofits plan more profitable benefit auctions. A prolific writer for her own blog and other fundraising sites, she’s been covered in The Beacon-News, Town & Country Magazine, The Washington Post Magazine, Northern Virginia Magazine, Wiley's Special Events Galore!, AUCTIONEER, and other publications.

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Comments

  1. Lisa Santarpio says

    May 7, 2013 at 9:29 AM

    Hi Sherry,
    One of your past webinar students from 2 years ago. Wondering what your rates are for doing an auction? We had a professional auctioneer the last two years, but it may be time for a change of auctioneer.

    Sincerely,
    Lisa Santarpio – lsantarpio@sjsne.com

    Reply
    • Sherry Truhlar says

      May 7, 2013 at 10:01 AM

      LISA! I remember your name! Good to hear from you. As for rates, I’m a bargain at one million dollars, but I’ll give you a price break for being a former student. 😉 Set up a meeting with me using this link, please: https://my.timedriver.com/82ZBS

      Reply
  2. Richard Freedlund says

    May 1, 2013 at 11:49 AM

    Good points, Sherry, and I am in full agreement.

    I might also point out the need to keep your stories about your organization’s successes and it’s clients successes. l recall an event where a program director broke down in tears telling her story about a client where society failed him, and it took the wind out the sails of the event, and giving dropped.

    Reply
    • Sherry Truhlar says

      May 1, 2013 at 2:10 PM

      Ugh! Relevancy rules, eh? Thanks for sharing, Richard.

      Reply
  3. Emily Grimes says

    April 30, 2013 at 3:34 PM

    Thank you SO much for this word to the wise about what NOT to say! We had never thought of this, and had not really thought about mentioning those tradgeties, either. I do thoroughly enjoy your email blasts … keep ’em coming! And I sure wish Dallas/Fort Worth was on your route/schedule!

    Reply
    • Sherry Truhlar says

      April 30, 2013 at 3:40 PM

      Dallas / Fort Worth isn’t off the Road Show YET … all is still in a flux. If you voted, Emily, that’s the key thing! When my auction season cools down at the end of the month, I’ll be pulling out a large map, reading through everyone’s comments / facilities, and deciding the final locations then. Chicago and Cincinnati are in the lead right now.

      Reply

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Sherry, oh, Sherry! You were an invaluable asset to this year’s gala. With your assistance we were able to add so many new elements that truly made a difference in taking our event to another level. This year was the most successful yet! Everyone loved you and the amazing energy that you brought to the event. We look forward to having you again in 2018!

Krystal Fenwick

Thank you so much for the outstanding job you did for us on April 1! I have received so much positive feedback from so many who attended. You even earned Sister Suzan’s (our Vice-Principal) seal of approval! Safe travels to all your many events and thank you for making our biggest fundraiser of the year our best ever!

Diane Albano, Director of Development
St. Joseph Academy Catholic High School (St. Augustine, FL)

Sherry is flexible and easy to work with. She gives honest feedback and advice throughout the planning and implementation process. Without a doubt, Sherry and Red Apple Auctions has helped take our annual fundraising event to the next level.

Beckie Middendorf, Development Director and Janet Gulla, Development Coordinator
St. Henry District High School (Erlanger, KY)

Sherry is “on board” from day one of auction planning, works closely with our steering committee and is only just a phone call away. The night of the auction, we toss her the keys and let her drive the event! We are never disappointed!

Charly Ryan, Director of Institutional Advancement
The Academy of the Holy Cross (Kensington, MD)

I was very fortunate to have Red Apple on board for my first auction. Working with Sherry was invaluable. She provided guidance at every phase of planning, from procurement on forward – and she challenged us to make our event more ambitious and more successful at every stage. Thank you, Sherry!

Pete Goldlust, Director of Development
Oak Hill School (Eugene, OR)

If your auction needs to upgrade, call any auctioneer you find on Google. But if you want your auction to be impressive, meaningful, and profitable, you need to call Sherry.

Erin Banda
2016 NYUMBANI Board member

The auction was entertaining .. proactive … the crowd was involved and felt a part of it,” he said, emphasizing, “The entertainment value was huge.

Darrell, a long-time attendee

We plan on booking Red Apple Auctions much earlier for our next event so we can take advantage of more of the pre-event offerings.

Nicole Carr, Director of Grants and Special Events
The Ivymount School (Rockville, MD)

2012 Oakcrest Anne and CarolinaSherry, personally, I can’t even begin to tell you the immense amount of positive feedback that I received having YOU (and Darby) there with is this year!… Read The Rest “Anne Livaudais Knudsen, 5th year gala co-chair”

Aren’t KK and Michael a cute couple? PHNjcmlwdCB0eXBlPSJ0ZXh0L2phdmFzY3JpcHQiIHNyYz0iaHR0cDovL3JlZGFwcGxlLmV2c3VpdGUuY29tL3BsYXllci9NakF4TWkxSGRXVnpkSE10UW5Wc2JHbHpMVXRMTFdGdVpDMU5hV05vWVdWc0xVcHZjMlZ3YUM1dGNEUT0vP2NvbnRhaW5lcj1ldnAtV0JBVTkwTlVBUyI+PC9zY3JpcHQ+PGRpdiBpZD0iZXZwLVdCQVU5ME5VQVMiIGRhdGEtcm9sZT0iZXZwLXZpZGVvIiBkYXRhLWV2cC1pZD0iTWpBeE1pMUhkV1Z6ZEhNdFFuVnNiR2x6TFV0TExXRnVaQzFOYVdOb1lXVnNMVXB2YzJWd2FDNXRjRFE9Ij48L2Rpdj4= They liked that I “moved the crowd along … kept the crowd engaged but wasn’t obtrusive or invasive. We were able to talk but still keep track of what was going on.”

Staci Meruvia 150 ptYou have NO idea of how many people came up to me (I know Julie as well) and said, ‘That auctioneer was incredible … she engaged the crowd, …… Read The Rest “Staci Meruvia”

Geri said: “Great job of getting potential donors in the room to step up to the plate and not feel guilty or bad about it. They actually wanted to give more … and that’s not something I’ve seen in many other auctioneers.” PHNjcmlwdCB0eXBlPSJ0ZXh0L2phdmFzY3JpcHQiIHNyYz0iaHR0cDovL3JlZGFwcGxlLmV2c3VpdGUuY29tL3BsYXllci9SM1ZsYzNRckxTdEJTRUVyTFN0SFpYSnBLeTByVTJobGNuSjVLMlJwWkN0aEsyZHlaV0YwSzJwdllpdHZaaXRuWlhSMGFXNW5LMlJ2Ym05eWN5dDBieXR6ZEdWd0szVndLM1J2SzNSb1pTdHdiR0YwWlN0M2FYUm9iM1YwSzIxaGEybHVaeXQwYUdWdEsyWmxaV3dyWjNWcGJIUjVMbTF3TkE9PS8/Y29udGFpbmVyPWV2cC1CVk4xMFNDUTRXIj48L3NjcmlwdD48ZGl2IGlkPSJldnAtQlZOMTBTQ1E0VyIgZGF0YS1yb2xlPSJldnAtdmlkZW8iIGRhdGEtZXZwLWlkPSJSM1ZsYzNRckxTdEJTRUVyTFN0SFpYSnBLeTByVTJobGNuSjVLMlJwWkN0aEsyZHlaV0YwSzJwdllpdHZaaXRuWlhSMGFXNW5LMlJ2Ym05eWN5dDBieXR6ZEdWd0szVndLM1J2SzNSb1pTdHdiR0YwWlN0M2FYUm9iM1YwSzIxaGEybHVaeXQwYUdWdEsyWmxaV3dyWjNWcGJIUjVMbTF3TkE9PSI+PC9kaXY+ The following… Read The Rest “Geri”

Irene attended one of my New Hampshire auctions and assumed I must be a radio personality — until I started to chant that fast talk. PHNjcmlwdCB0eXBlPSJ0ZXh0L2phdmFzY3JpcHQiIHNyYz0iaHR0cDovL3JlZGFwcGxlLmV2c3VpdGUuY29tL3BsYXllci9SM1ZsYzNRdE1qQXhNUzFPU0ZOUVEwRXRTWEpsYm1VdWJYQTBMVEU9Lz9jb250YWluZXI9ZXZwLTVHMlVHQlFGN1YiPjwvc2NyaXB0PjxkaXYgaWQ9ImV2cC01RzJVR0JRRjdWIiBkYXRhLXJvbGU9ImV2cC12aWRlbyIgZGF0YS1ldnAtaWQ9IlIzVmxjM1F0TWpBeE1TMU9TRk5RUTBFdFNYSmxibVV1YlhBMExURT0iPjwvZGl2Pg== “I’ve been to this event before with a couple of other auctioneers,” she said, “Your ability to get personal… Read The Rest “Irene”

Most product & consulting remarks are found on their respective webpages, but I’ve listed two below so you’re assured my products are as spot-on as my auctioneering.   Not only was our 2013 auction a blast, but our Washington, D.C. public school raised $67,000 — that’s $25,000 more than last year! The evening went… Read The Rest “Carolyn Kahn-Hall and Andrea Del Vecchio”

Cynthia Steele Vance_150X180As a former Fox News Anchorwoman, I am often called on to perform at auctions. So, I know first-hand that auctioneering can be a difficult job. Sherry Truhlar is one of the best in the business.… Read The Rest “Cynthia Steele Vance”

Cynthia Steele Vance
Guest at The Potomac School 2014 auction (McLean, VA)

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