Kelly Russell is a professional auctioneer who has specialized in the benefit auction industry since 2004. Kelly is an energetic performer who is comfortable in front of audiences of all sizes and enjoys interacting with bidders. Today we ask her a few questions:
Q.
Non-profits never have enough time, money or people to tackle every potential aspect of a fundraising event so in an effort to work smarter, not harder what one piece of advice would you give to a staff coordinator about what to focus their energy on?
A.
I would recommend that an auction chair focus their energy on the Special Appeal. The Special Appeal should be the highest revenue producing item of the night. If you strategically plan your appeal you will yield better monetary results on the night of your auction. This money is also 100% tax deductible and therefore a “win” for the donor and a “win” for the non-profit.
Start by identifying your fundraising goal. Then approach potential donors for pre-committed donation that you can leverage at your event. Ask them to provide a leadership gift for the event that will be recognized from the stage. This process will ultimately allow you to maximize or exceed your goal, as well as provide a challenge for your guest during your special appeal.
Q.
What was the most creative auction package you ever auctioned off?
A.
One of my favorite packages I auctioned off for a school was the opportunity to go on a Mushroom Picking Excursion. You and your family were invited to caravan out towards the Oregon Coast to pick Chanterelle Mushrooms with another family from the school. They would show you the best mushroom hunting grounds in October, when the season was at its peak. They also included a cookbook with their favorite mushroom recipes, and homemade curly willow walking sticks. The best part, was there was no cost (outside of the gas to get to the coast) involved on this package. It was fun, creative, unique, and generated about $500 for the school.
Q.
You do so many non-profit events what makes the difference between a good auction and a bad auction?
A.
You should really cater the event to fit your audiences’ preference (Is it a gala attire, cocktail attire, or pizza & beer in a gymnasium event?) Build your event around the desired style and make sure it has the FUN factor. If you have an event that is upbeat, energetic, and your guests are having a great time, the money will follow. Try not to let your event be bogged down with too many speakers and videos. Keep it light, with sound-bytes about your organization. You do have an opportunity within the welcome to let your guests know who you are, and describe your mission…just be brief (under 3 minutes).
The most successful Auctions are carefully planned out. They are scripted and all parties involved in the script are rehearsed. They are also FUN…(who wants to go to a boring event?) so go out and make your auction the Party of the Year. Your guests will be talking about your auction until the next years event!
For booking information please contact at 503.734.7287
Kelly@KellyRussell.com
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