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The network effect

Auctions spark excitement. With the right tools, you can turn that energy into broader reach and deeper engagement. Here’s how to empower your network to spread the word.

Auctions are fun, engaging, and naturally create conversation. They also bring together a wide range of partners—creators, donors, sponsors, venues, committees, patrons, and event staff. By giving everyone a clear and simple way to talk about your auction, you can unlock the network effect: reaching an enormous audience with relative ease. Here are some strategies to amplify your auction’s reach: 

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, and 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)

Top Tip: Make sure your auction page is live before sharing your comms pack. Always give people a direct action, like registering or bidding.

2. Leverage your network

Your immediate community is often the best place to start.

  • Newsletters: Use your existing newsletter to invite subscribers.

  • Personal outreach: Send personalised emails to friends and family, especially if it’s a fundraising auction they’ll want to support.

  • Social Media: Share posts across all your channels (Instagram, LinkedIn, etc.), and add the auction link to your Instagram bio.

  • Website: Feature the auction on your homepage or events section.

Pro tip: When sending a group email, always BCC recipients to protect privacy.

3. Enlist auction champions

Having influential supporters can dramatically extend your reach. These could include:

  • Auction ambassadors/champions: Individuals with large followings who can promote your auction.

  • Auction committee: A group that helps with strategy, from gathering lots to driving bids.

  • Auction curators: People in your network who help source items.

  • Auction sponsors: Brands or partners who promote the auction in exchange for visibility (e.g. logo placement, social shoutouts, newsletter mentions).

When asking for support, be gracious and clear. Offer something in return, like:

  • Interview opportunities

  • Acknowledgment across social media or newsletters

  • Reciprocal promotion of their event/product

Pro tip: Set expectations in writing before the auction goes live so everyone knows their role.

4. Activate your wider audience

Beyond your immediate circle, you can tap into bigger communities:

  • Encourage participating artists, donors, and sponsors to share the auction within their own networks.

  • Run targeted ads or paid promotions on platforms like Meta.

  • Post your auction on free auction listing sites.

  • Join relevant forums or interest-based groups.

  • Share in local or niche Facebook groups where your auction might resonate.

Note: The power of an auction doesn’t just come from the items on offer—it comes from the people who spread the word. By equipping your network with the right tools, enlisting champions, and reaching beyond your inner circle, you can harness the network effect to give your auction the visibility and energy it deserves.

Also see: Auction marketing, step by step.