A Simple, No-Frills Guide To Running Great Online Auctions
By Whit Hunter
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Fundraising online is a great way to get financial support from donors so your organization can continue doing amazing work. Take your fundraising and donor engagement to the next level this year with an online auction.
That’s right: in the same way that you would run an auction in person to generate funds for your non-profit, you can do it online, engaging a wider network of donors and potentially raising even more than a live event. We’ve created this simple guide to online auctions to help you get started.
The Benefits of Online Auctions
An online auction is designed to work much like an in-person auction, except that it’s held virtually using software that can help with managing and tracking all of the important details. Bidders will still be able to place their bids on the items that you’re auctioning off, and you’ll be able to collect the funds that are raised through the campaign.
It might seem a little daunting at first, especially if you are accustomed to running in-person auctions, but once you get the hang of things, you’ll realize that this fundraising strategy is actually easier than running a live event!
Plus, it also comes with several perks. You can invite individuals to join in from all over the country without worrying about capacity limits, and you can keep the auction going for much longer than a traditional in-person event. This gives people more time to place their bids, and they can do so at any hour of the day or night until the bidding is closed. With an unlimited potential donor base and around-the-clock bidding, you can reach or surpass your fundraising goals in no time.
How To Run Auctions Online
If you are ready to give online auctions a try, consider taking the following steps to make your campaign a success.
1. Choose your platform
As is the case with any campaign, whether it’s held in-person or online, the first thing you need to do is plan out all of the major and minor details so you can properly set your foundation. This includes figuring out the platform you will use to host your auction, which is one of the most important steps you’ll take. After all, choosing the right auction site can make all the difference in ensuring the event will run smoothly.
One of the best options available is BetterWorld, a free platform that makes it easy to set up beautiful virtual auctions. You can create eye-catching displays for your items, set starting values and bid increments for the items, get help with automated fulfillment, receive payments automatically, and invite donors to bid from their desktop and mobile devices.
2. Select your auction dates and set other details
Next, you can determine the best time to host your online auction. Will it occur at the same time as other fundraising events, or do you want it to happen when nothing else is going on? How long would you like the auction to last? Will you make it public or restricted to only some of your donors?
Don't worry if these questions feel overwhelming. BetterWorld has run thousands of online auctions and can help streamline your decisions by offering guidance based on your organization’s specific needs.
3. Gather great items
The success of your online auction depends on both the quality and quantity of items you have to offer. Get in touch with local businesses, sports teams, and entertainment venues to see what they are willing to contribute. Remember, charity auctions are a great way to get low-cost exposure for the local companies and organizations who choose to partner with you, so it's a win-win.
Don't forget to reach out to your organization's supporters, too! Some of your most popular items may come from members of your donor community. Everything from a private guitar lesson to a golf weekend getaway to a romantic dinner for two can draw significant interest.
In order to appeal to a wide range of donors, make sure you include items ranging from high- to low-value. Make sure you incorporate items that might be good for young families, singles, or groups of friends. Packages and group experiences tend to perform well, and the greater your rate of return, the fewer items you’ll need to include to meet your goals!
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4. Find high-quality photos and write clear descriptions of your items
With an online auction, you can showcase as many items as you want. After choosing the ones that you’ll include, find royalty-free images to catch the eye of potential donors and write clear, enticing descriptions that explain what makes each item special. With BetterWorld, you can upload as many as four images per item to really engage your donors.
Remember to make your descriptions as appealing as possible by including fun details and exciting language.
5. Spread the word
Once you have the details set in place and you have information on the items that will be auctioned off, you can begin promoting the campaign far and wide. Use your social media accounts, email list, website, blog, newsletters, press releases, local publications, and your network of supporters to build anticipation.
The goal is to invite as many people as possible to join the auction and to encourage them to tell their friends. It’s also wise to continually promote the event even after the first day of bidding. This strategy keeps the auction on people's minds and is key in today's busy world.
Have Fun Planning Online Auctions Everyone Will Enjoy!
BetterWorld makes it quick and easy to create successful online auctions — for free! With a little planning, you can sell unique items and fun experiences to your donor base, all while raising funds for a great cause.

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