Auction best practices
This document outlines recommended best practises to help you deliver a well-planned auction which can significantly boost your fundraising results while creating an exciting and memorable experience for your supporters. Below are our top tips to help you maximise engagement, increase bids, and drive more revenue for your cause.
Providing the right balance of choice is key. We recommend offering 15–20 items to give guests enough variety without overwhelming them.
For in-person silent auctions (e.g. gala dinners), avoid exceeding 10% of the number of guests in the room. For example, if you have 200 attendees, aim for no more than 20 auction items. This keeps bidding competitive and helps maintain strong momentum.
Curate Desirable & Varied Experiences
Every item should feel valuable and relevant to your audience. Consider including:
- Luxury holidays and short breaks
- Dining experiences
- Sporting event tickets
- Exclusive memorabilia
- Unique, money-can’t-buy experiences
Use High-Impact Imagery
Presentation matters. Strong, professional images significantly increase perceived value and bidding activity.
Avoid low-resolution or unclear photos (microsite design image size help article)
Consider creating branded images using tools like Canva, incorporating your organisation’s logo to reinforce credibility and professionalism.
Set Strategic and Automated Bidding Increments
Bidding increments play an important role in maintaining energy and maximising revenue.
Choose proportional increments based on the item’s value to keep momentum strong from start to finish.
Emma has the industry standard increments as a default which you can use and automate (automate bidding increments help article).
Launch at the Optimal Time
Online audiences tend to be most active during weekday working hours, particularly Tuesday, Wednesday, and Thursday. These days often generate higher email open rates and online interaction.
Avoid launching on weekends or public holidays when attention may be elsewhere.
Promote Your Auction Widely
Visibility drives participation. Share your auction page link consistently across:
- Social media platforms
- Email campaigns
- Event materials
- Partner networks
The more exposure your auction receives, the greater the competition, and the higher your final totals.
Communicate Clearly and Frequently
Strong communication keeps bidders engaged and reduces missed opportunities. Throughout the auction:
- Highlight items with no bids yet (we recommend using the Items without Bids template in Emma)
- Send countdown reminders as closing time approaches, e.g 1 day to go! (we recommend using the Auction Closing Soon template in Emma)
A final “closing soon” email can generate a powerful last-minute surge in bids (sending manual communications help article)
Ensure a Seamless Auction Close
A smooth closing process protects your revenue and enhances the guest experience.
Enable Automated Auction Payment Collection so winning bidders are contacted immediately once bidding ends (automate auction payment collection help article).This reduces admin time, improves cash flow, and ensures a professional finish.
Follow up with payment reminders directly from Emma, the day after your event and a week after for any payments still outstanding (sending payment reminders help article).
Use Emma Voucher Management
After payment, streamline fulfilment by using Emma Voucher Management. This ensures winners are efficiently connected with suppliers while saving your team valuable administrative time (voucher management help article).
Follow Up with Non-Winning Bidders
Your engagement shouldn’t end when the auction closes.
Send a thank-you message to all participants and also to those who didn’t win (we recommend sending the Bid Lost Donation Invite template in Emma). Many guests who narrowly missed out are still motivated to support your cause.
By implementing these best practices, you’ll not only maximise revenue but also create an engaging and professional experience that keeps supporters coming back year after year.