How to Promote an Online Auction Fundraiser [Step by Step]
By Whit Hunter
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Online auction fundraisers are becoming increasingly popular among schools, churches, and nonprofit organizations. Although setting it up seems easy, most people need help with the most crucial step, i.e., promoting their fundraising auctions.
Knowing how to advertise your online auction campaign can be a game changer for your fundraising goals. And this is exactly what we will teach you in this blog post.
Here, we will discuss the various strategies you can use to promote an online auction fundraiser and ensure it reaches its full potential.
#1 Leverage Social Media
You can't think of promoting any online event without social media --- the same goes for online auction fundraisers.
If used correctly, social media will be the backbone to your fundraising campaign. This method alone will be enough for your fundraiser if leveraged fully.
Here are some platforms you can use to promote your online auction:
- TikTok
Your auction listing can be shared on Facebook and Twitter directly through BetterWorld's online auction platform.
You may also create a unique hashtag related to your campaign and enjoy riding the wave as people share your content in their social circles.
#2 Email Marketing
Although considered an old-school marketing method, email marketing is still an effective way to promote your online events, especially 'auction fundraisers.'
Email marketing is inexpensive compared to other promotional methods like print or radio ads. This makes it a great option for non-profit organizations with limited budgets.
All you need is a well-designed landing page and an email list of potential donors. You can create an eye-catching and intuitive free landing page on BetterWorld. On BetterWorld, you can get free email templates for your donors and supporters.
BetterWorld also offers a free auto-email feature that sends emails within 48 hours and 12 hours left in your auction to let the bidders know that the auction is ending soon.
Make sure to personalize your email with the following:
- First name of the potential donor
- Past donation history
- Other relevant information
If you have a long list of emails, it's good to use email marketing platforms such as Zoho, MailChimp, or ActiveCampaign.
These platforms provide you with detailed analytics that allow you to track the success of your email campaign. You can see how many people opened your email, clicked on links, and ultimately made a donation to your online auction fundraiser.
#3 Partner With Influencers
One of the factors why people follow influencers is 'authenticity' --- a person is more likely to donate to your cause if it's recommended by his favorite influencer.
Reach out to local influencing personalities that are somehow related to your cause. Your auction will have better chances of higher bids if you succeed in engaging a motivated audience.
Influencer marketing can be cost-effective, particularly if you partner with micro-influencers who have a smaller but highly engaged following.
Many influencers are willing to promote causes they believe in for little or no cost, particularly if they have a personal connection to your cause --- You just have to find that right prospect.
#4 Utilize Word of Mouth
In the 21st century, we have access to sophisticated digital marketing tools, but sometimes the simplest methods are still the best.
Why not use the age-old marketing technique that's been around since the dawn of human civilization? In fact, it's the best way to spread the word by using people who are already passionate about the cause.
First things first: Make sure that people actually want to talk about it. You need to make your fundraiser sound exciting and unique.
You can't just expect people to talk about any regular fundraiser that comes their way.
Ask your volunteers, donors, and supporters to share the news on their social media channels.
Don't wait around for people to start talking about your fundraiser - you need to give them a reason to start.
Here are some ways to get the ball rolling:
- Send out an email to your closest friends and family members, asking them to share the link on social media.
- Encourage your auction bidders to share the items they're bidding on with their own followers.
- Offer a prize to the person who gets the most shares or likes on their social media posts about your fundraiser.
#5 Utilize Press Releases
By utilizing press releases, you can generate buzz and interest in your online auction fundraiser among the community.
To grab the attention of journalists and editors, your press release should have a newsworthy angle. This could be the cause your fundraiser supports, a unique item up for auction, or a celebrity who has donated an item.
Reach out to local newspapers, magazines, and radio stations to get coverage for your fundraising campaign. Some newspapers may even publish your press releases for free if they support your cause.
#6 Reach Out to Previous Donors
"Previous donors are the best indicators of the future donors."
By analyzing patterns in past donating behavior, organizations can tailor their fundraising efforts to appeal to donors who are most likely to give again.
Reaching out to previous donors is a mandatory step in promoting your online auction fundraiser. This will help you create a sense of community and increase the likelihood of donations.
You can use emails to reach out to previous donors. Create an email list of previous donors and let them know about your upcoming online auction fundraiser.
#7 Utilize Video Marketing
As they say, a picture is worth a thousand words, but a video is worth a million.
It's an incredibly powerful way to spread the word about your auction and build excitement around it. After all, who doesn't love watching a video?
With the increasing availability of affordable and user-friendly video editing tools and platforms such as Canva, more and more individuals and businesses are creating videos to promote their fundraising campaigns.
With the recent popularity of YouTube Shorts, Instagram Reels, and TikTok, videos are becoming more accessible and interesting.
Here are some video creation ideas for promoting auction fundraisers:
- Create videos that showcase the items up for auction.
- Create videos that capture the spirit of the event and the people who are making it happen.
- Share stories of those who have been helped by auction in the past.
#8 Utilize SEO
Promoting an online auction fundraiser? SEO is definitely a tool you'll want to have in your arsenal if you want to scale bigger.
Once your site ranks on Google, it will start getting traction and will bring more potential bidders to your listing.
Although it's a little bit tricky and takes time to set up, it can pay off big time if you are on the right track.
You need to figure out what keywords people are searching for when they're looking for auctions or fundraisers.
Maybe they're searching for specific types of items - like vintage jewelry or sports memorabilia - or maybe they're looking for auctions that benefit specific causes, like animal welfare or cancer research.
Whatever it is, you need to make sure your website and auction listings are optimized with those keywords.
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#9 Print Posters
Yes, that's right, posters. They are very much cost-effective compared to most marketing techniques.
They can be pasted on walls and poles, posted on bulletin boards, and even handed out to people on the street. Just make sure you don't break any laws in the process.
Ask yourself the following questions before printing posters:
- What is the goal of the online auction fundraiser?
- Do you want to go for a minimalist look or a more elaborate one?
- What size and format should the posters be?
- How many posters do I need to print? What's my budget?
- Where do I want to distribute these posters?
You can also distribute bookmarks, brochures, and other printable materials depending on your budget.
#10 Reach Out to Local Charities and Organizations
Why not reach out to local charities and organizations who are doing similar good work? Doing so could help spread the word about your event and draw more potential bidders to your cause.
Craft a perfect pitch that's an engaging and memorable one that will make the charity or organization say "yes" before you even finish your sentence.
Make them feel like they're part of something special, and they'll be ready to lend their support.
Small contributions by these charities can make a whole lot of difference. These collaborations will also be healthy for future good cause relationships.
Small Charities Data states that the majority of charities are classified as small, with varying interpretations estimating that small charities make up 96% of the non-profit sector.
Keep knocking on the doors, and maybe you can even find a business willing to sponsor the event, which could be a great way to raise even more money for your cause.
#11 Create a Referral Program
Referrals are like having a secret army of supporters who will spread the word about your online auction fundraiser faster than any promotion.
To increase the number of referrals directed to your fundraiser, you can offer lucrative incentives. It could be anything from exclusive merchandise to personalized shoutouts on social media.
Get creative with it and make sure the incentives are enticing enough to make your supporters want to spread the word.
Don't just limit your referral program to your existing supporters. Reach out to influencers and bloggers in your industry and offer them an incentive for promoting your fundraiser to their audience.
This way, you'll tap into a whole new network of potential supporters who might not have known about your cause otherwise.
#12 Host a Live Online Event
Hosting a live online event for your online auction fundraiser is the best way to engage your bidders, regardless of their location or social status.
The 2021 Charity Digital Skills report indicates a significant shift within the sector, with 50% of charities now prioritizing digital fundraising, a substantial increase from previous years.
A live event is a chance to bring your supporters together and create a sense of community around your cause, all while raising funds and having fun.
Here are some platforms you can choose to host the event:
- Facebook Live
- Zoom
- Twitch
Remember, fundraising is all about creating connections and engaging your supporters. With a well-crafted event, you'll create a community of supporters who are invested in your cause and eager to support it in any way they can!
#13 Paid Ads Online
Feel like no promotional method is working for your auction fundraiser? Well, paid ads definitely will.
Here are some tips to help you get started:
Determine your target audience: Identify who your potential bidders are and create a customer avatar. Consider factors such as age, location, income level, interests, and behaviors.
Choose the right ad platform: Based on your target audience, choose the ad platform that will best reach them. Popular options include Facebook, Instagram, Google Ads, and LinkedIn.
Create compelling ad content: Your ad content should be visually appealing and contain a clear call to action. Write a concise and attention-grabbing ad copy that highlights the key benefits of participating in your auction. Videos are more likely to perform better than Image ads.
Set a budget and bid strategy: Set a budget for your ad campaign and choose the appropriate bid strategy for your goals. For example, if your goal is to get as many clicks as possible, choose the cost-per-click (CPC) bidding strategy.
Monitor and optimize your ads: Keep a close eye on your ad performance metrics and adjust your ad targeting, budget, and bid strategy as needed to maximize your funds.
Although it seems lucrative, it's best to employ free promotional methods before jumping on to paid ads. In the end, your goal is to raise money, not spend it.
Final Thoughts
Promoting an online auction fundraiser is crucial for its success.
BetterWorld Auction Fundraising Platform offers a user-friendly platform, free landing pages, email templates, and auto-email features. Using these tools can help you increase awareness and reach your fundraising goals.
Start your fundraising journey today on BetterWorld.

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