Best practices for running a fundraising auction 

What is a fundraising auction? 

A fundraising, charity, or benefit auction is an online auction that runs for a set period (from a few hours to several weeks) with the goal of raising money for a cause, charity, non-profit, individual, or organisation.

How do I run a successful fundraising auction? 

1. Be clear and transparent

• Always state where the proceeds are going—whether to a charity, a specific initiative, or an individual.

• Include short descriptions, images, and links about the cause to inspire generosity.

• Be specific in your ask:

  • “$1,000 will plant 200 trees”

  • “Proceeds from this auction will help fund our new school building.”

Adding numerical value to donations encourages bidders to give more generously.

2. Ensure consistent messaging

• Use the same lead image, branding, and wording across your website, social media, newsletters, and press.

• If you have multiple partners, include their logos and messaging.

• Create a Comms Pack with images, key copy, and links so supporters can easily share your auction.

2. Leverage your community

• Start with your own network: social media, mailing lists, patrons, and in-person communities.

• Ask collaborators—donors, sponsors, artists, ambassadors—to promote the auction. Many will do so free of charge to support the cause.

3. Extend Your Reach

• Share with groups and audiences beyond your immediate community.

• Target interest groups (e.g. art collectors, fan communities, local event pages).

• Use partnerships or reciprocal promotions where relevant.

How do I source lots for fundraising auctions?

Your auction catalogue is the backbone of your success. To maximise appeal and bids, source lots that resonate with your audience and align with your cause.

1. Know your audience

• Understand your supporters: Do they value art, travel, luxury goods, or unique experiences?

• Use surveys, polls, or focus groups to refine lot selection.

2. Tap into your supporters

• Reach out to donors, patrons, sponsors, and existing supporters.

• Personal connections often yield exclusive and valuable donations.

3. Partner with Businesses

• Approach local companies or brands aligned with your cause.

• Partnerships provide quality items and give businesses positive exposure.

4. Look for experiences

• VIP tickets, behind-the-scenes tours, and meet-and-greets with celebrities or experts are always popular.

5. Use donated or unsold stock

• Contact galleries, shops, or organisations with excess stock.

• Donations help them clear inventory while supporting your cause.

6. Consider consignments

• Ask artists and creatives for partial donations (e.g. a share of proceeds).

• This enables access to higher-value items and encourages consignors to promote the sale.

7. Focus on storytelling

• Choose items with a personal connection to your cause.

• Lots with meaningful stories inspire more generous bidding.