The Auction Trifecta: Three Pillars to Elevate Your Live Auction Experience

Planning a live auction is an exercise in organization. To host an event that flows seamlessly from start to finish, you need your team, your benefit auctioneer, and your guests to be perfectly aligned. While many factors go into a great event, we find that success relies on one crucial foundational step and three essential pillars—our own version of the Auction Trifecta.

Start Here: Build Your Auction in the Right Order

Before you dive into the production of your event night materials, you must establish your live auction sequence.

Sequencing is the art and science of creating a selling order to make the most of your procurement work. Your auctioneer needs a selling order to maximize momentum and thus the audience’s participation. Prepare a Master Auction List document to share with your team and your auctioneer. This is the list of each item that outlines key information that will guide your auctioneer’s recommendation for selling order.

Your Master Auction List Should Include:

• The Title: A clear name for the offering.

• The Brief: A concise description (bullet points work well for your auctioneer).

• The Value: The fair market value as determined by the donor.

• The Fine Print: Any restrictions, limitations, or expiration dates.

Kelly's Pro-Tip: 

Get this document to your auctioneer early! Providing all the details with plenty of lead time ensures your graphic designer isn't stuck with a stressful, last-minute rush job at the printer. 

Once your sequencing is set, you can move forward with confidence. Get the assets to your graphic designer–You’re ready for The Auction Trifecta.

The Auction Trifecta

Create a Catalog Guests Actually Want to Read

This is your guests' primary guide. It allows them to peruse the possibilities and start building excitement in advance of the bidding—usually during the cocktail hour, sometimes prior to the event night. Online auction platforms now make it easy for folks to plan ahead for bidding. If you have this option, utilize it. 

• Consistency is Key: Use package numbers that match your auction software exactly to avoid checkout errors.

• Sell the Story: Use creative, enticing descriptions to get guests excited, and always include the fine print here.

• Proper Gratitude: Acknowledge donors with the item they have donated. Use specific phrasing for consignment: "Made Affordable by [Consignment Company Name]."

• Value is in the eye of the bidcard holder: Never list item values in your printed catalog. Let your bidders determine the item’s worth.

AI Shortcut: Draft Your Catalog Description:

Use this prompt with your favorite AI assistant to help you craft your catalog description, but remember you need to add a human touch to the creative! 

Using [ITEM INFORMATION] create a playful description to print in my auction catalog including all the fine print with a theme of [THEME].

Give Your Emcee & Auctioneer a Great Script

Your script equips your emcee and auctioneer with everything they need to lead the room with confidence and keep your event moving seamlessly. It should provide all the information they need to command the stage while complementing (not duplicating) the program.

• Match the Catalog: Titles in your script must match your catalog exactly.

• The Alternate Pitch: Do not ask your emcee to read the catalog description verbatim. Provide a brief, playful, and fun introduction to the item for the stage. The full "fine print" doesn't need to be presented from the stage unless it isn't listed in the catalog.

• Maintain Unlisted Pricing: As with the catalog, do not list values in the script. Your auctioneer should have access to the values separately.

Example:

7:45PM

JIM STONE: ITEM #5 - NAPLES CONDO IS IT TIME TO PUT YOUR TOES IN THE SAND? GRAB 7 FRIENDS AND HEAD TO NAPLES, FLORIDA. THIS 3 BEDROOM CONDO ON THE BEACH SLEEPS 8 GUESTS AND IS WALKING DISTANCE FROM FABULOUS RESTAURANTS. THE COMPLEX ALSO INCLUDES 2 POOLS, HOT TUB, AND TENNIS AND BOCCE BALL COURTS. PLENTY TO DO AS YOU SPEND A WEEK AWAY RELAXING AND REJUVENATING. AVAILABLE ON A MUTUALLY AGREED UPON DATE. MANY THANKS TO CATHY RUSSELL AND THE RUSSELL COMPANY KELLY RUSSELL sells item then quiets the crowd in anticipation of Special Appeal.

PPT # 14 Auction #5

AI Shortcut: Draft Your Catalog Description

Use this prompt with your favorite AI assistant to help you craft your catalog description, and always remember to edit for your audience.

Using [ITEM INFORMATION] craft a 30 second introduction for an emcee to introduce this item with a theme of [THEME]. 

Keep Your Audience Focused with Great Slides

Visuals guide your audience through the program and help them confirm they are looking at the correct package number and title. If your guests are lost, they aren’t bidding! Keep your slides clean and focused:

• Consistent Confirmation: Be sure package numbers align on the screen and in print. 

• Photo Power: A picture is worth a thousand words—let the image do the heavy lifting. 

• Brevity Wins: Use a clear title and the three most important bullet points for each item.

Final Touches

Just a few more details to tend to! A little preparation in your spelling and pronunciation can make the difference between a subpar program and a smooth, professional night on stage.

• As you finalize your catalog, script, and slides, take the time to double- and triple-check spelling. We love asking someone else to proofread too!

• If your items have tricky names or words, write them out phonetically right next to the original text in your script. Your emcee and auctioneer will thank you!

By focusing on The Auction Trifecta, you set the stage for an engaged audience ready for an unforgettable event. Happy auctioning!