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The network effect

Auctions create excitement. With the right tools, you can harness that energy to reach a wider audience and drive engagement. Here's how to empower your network to spread the word.

Auctions are fun and people want to talk about them. Auctions also involve a large number of partners such as: creators, donors, sponsors, venues, committees, patrons and event staff. By providing everyone with a clear and simple way to talk about the auction to their networks, you can reach an enormous number of people with relative ease. 


1. Create a Comms Pack 


A communications pack (comms pack) is your all-in-one resource for auction promotion. It should include:

  • Key auction details (purpose, items, dates, how to participate)
  • Ready-to-use content:
    • Email templates
    • Social media visuals (Also see: How to Create Engaging Content for your Auction)
    • PDF invitations (for in-person events)
    • Auction URL links with a clear call to action e.g. 'Auction happening now: View all lots'.

Download our template comms pack here.

Pro Tip: Make sure your auction page is live before you share your comms pack. You want to give people a direct 'Call to action' such as registration or bidding.

2. Leverage Your Network

 

  • Newsletters: If you have an established newsletter, be sure to invite your subscribers to take part in the auction. 
  • Personal Outreach: But don't forget about your closer network of friends and family, particularly if you are running a fundraising auction that you know they will be keen to support. Craft personalised emails to friends and family, encouraging them to spread the word.

Pro tip: When sending a group email, don't forget to blind copy (BCC) everyone to avoid sharing everyone's email address. 

3. Enlist Auction Champions

 

It always helps to have a few influential champions lined up to support your auction. This can range from a friend with a large social following agreeing to promote your auction to a brand sponsor that will include the auction in their newsletter. 

  • Auction Ambassadors / Champions (individual supporters with large networks/influence) 
  • Auction Committee (a group of supporters that help with the auction strategy - from gathering lots to selling the auction)  
  • Auction Curators (a network of individuals that help gather auction lots)
  • Auction Sponsors (e.g. a drinks sponsor for an event) 

Be thoughtful, gracious and tactical when asking people to support your auction. Put together a package of things you can offer them in return. For example: 

  • Interview opportunities 
  • Logo placement 
  • A special thanks across social media and your newsletter 
  • Reciprocal promotion of their event/product  

Pro tip: Before you start working together, clarify in writing the type of support you expect when the auction goes live. Don't assume anything.