What does it take to run a smooth, high-performing fundraising event?
That question was the focus of a recent HGA Fundraising webinar, where Claire and Marty Murad of Murad Auctions shared what really drives successful events—from planning and timelines to donor behavior and event execution.
One thing became clear right away:
Successful events are not accidental. They are planned, documented, and executed with intention.
As Claire Murad explained:
“It’s about documenting it, having it in writing so everyone’s on the same page so we don’t have surprises on the night of the event.”
In this blog, we’re breaking down the most powerful strategies they shared, so you can create an event that runs smoothly and raises more money.
The Murad Auction Plan (MAP): One Document, Zero Surprises
At the center of a successful event is one key tool:
The Murad Auction Plan (MAP)
This is a comprehensive document that organizes every detail of your event.
As Claire Murad described:
“Our Murad Auction Plan is basically a document that our team creates for each of our clients’ events, and it has all of the pertinent information for the event in one place.”
It includes:
- Event logistics
- Contacts and staffing
- Equipment and setup details
- Fundraising goals
- Check-in and checkout details
- Auction and giving strategies
- Timeline and flow
And most importantly, it eliminates confusion.
“It’s super important to have a document like this… so everyone’s on the same page.” — Claire Murad
Who Owns the Timeline? Everyone.
One of the most important insights shared during the webinar:
“I think the clock is jointly owned… we need buy-in from the client… because we want to maximize fundraising.” — Marty Murad
This shared ownership ensures:
- Alignment before the event
- Consistency during the event
- Better financial results
And timing matters more than most people realize:
“Your guests have such a short attention span… when it comes to fundraising moments. When we manage the timeline correctly, we raise more.” — Marty Murad
Tech Timeline vs. Fundraising Timeline
Every event operates on two timelines:
Tech Timeline
- Sound Checks
- Slide and Video Rehearsals
- Lighting and Cameras
Fundraising Timeline
- Games of Giving
- Live Auction
- Paddle Raise or Fund a Need
And here’s the critical distinction:
“I think that we must plan a strategic fundraising timeline and the tech timeline should support it… because ultimately that’s why we’re there, to raise as much money as we can. The two timelines work together to create a successful fundraising event. The mission video needs to play at exactly the correct moment. The lights in the room need to be brought up during the live auction, and the slideshow needs to run in the correct order with the correct music playing. It all works together for a positive impact on the event.” — Marty Murad
Slide Rehearsals & Sound Checks: Where Success Begins
The event doesn’t start when guests arrive. It starts hours earlier.
As Claire Murad explained:
“The tech timeline starts at 2:30 or 3:00 in the afternoon… with sound checks… making sure that the microphones are working.”
And preparation goes deeper:
“We do a slide rehearsal too… with every single slide confirmed with the correct information and music to support the show along with videos… making sure that we have the timing down.” — Marty Murad
These details directly impact how professional and effective your event feels.
First Impressions Start at Fundraising Event Check-In
Your event begins the moment guests walk through the door.
The check-in experience is super important because it is the first impression your guests will have of your event.
Greet each guest with a smile, use software to check them in efficiently, capture payment information, provide a bid paddle and table assignment, and text them the link to bid.
Preparation is key.
“You want to make sure that you are ready to go thirty minutes before guests arrive. All check-in volunteers should be trained and given a script of what to say. They can practice checking in with each other and with your staff, so that when the first guest arrives, they are confident and friendly.” — Claire Murad
Why Your Bid Paddle Is Prime Real Estate
One of the most underused tools at your event? The bid paddle.
As Claire Murad explained:
“Putting something in their hand that they will actually keep in their hand and not set down is what the goal should be.”
Use it to:
- Showcase Auction Items
- Share Table Assignment
- Promote Sponsors
- Make Donating Easy
Live Auction Displays: Placement Drives Participation
Where you place your auction items matters.
As Marty Murad shared:
“My favorite thing is when people have a live auction display… in front of the bar because people are waiting in line… so they’re going to peruse that area.”
Extend Your Silent Auction (And Raise More Money)
One of the most impactful strategies is to close your silent auction the next day. The results can be significant.
As Claire Murad shared about a client:
“They raised an extra $42,000… from Saturday night to Sunday afternoon.”
The Hidden Gold: Post-Event Connections
Your event doesn’t end when guests leave.
As Claire Murad emphasized:
“Any opportunity you have to connect in person at your fundraiser to make plans to meet with guests after the event makes such a huge impact.”
These moments build relationships that lead to long-term giving.
Smart Surprises That Increase Donations
Not all surprises are risky. Some are powerful. How does a Smart Surprise work?
“You get an item donation the night before your event… ‘Special bonus item’… Guests love seeing that.” — Marty Murad
This little surprise can have a big impact that:
- Excites guests
- Drives engagement
- Increases donations
The Superhero Ask: A Defining Moment
Claire described a powerful giving moment at a recent event:
“Our auctioneer said, “Does anybody just want to fulfill that $100,000 match right now?… and someone did it… There was a standing ovation, and the client was thrilled beyond her dreams!”
This is what’s often called the Superhero Ask—a bold moment that can transform your results. You never know when someone in the audience will feel called to give at a high level. If you never ask, you will never receive it. This is such an important role that our auctioneers play in your event. They have the nerve to ask, and many times, someone steps up as your event Superhero!
Timing Is Everything
Timing is critical.
As Marty Murad shared:
“One of the biggest mistakes we see is that people start their auction and giving moment too late… people are tired and ready to leave.”
Fundraiser Event Structure Eliminates Chaos
When your event is:
- Planned
- Documented
- Rehearsed
- Strategically timed
You don’t just avoid chaos. You also maximize fundraising.
If you want your next event to run smoothly and raise more money, start with your timeline and partner with experts who know how to build one that works. Visit us at MuradAuctions.com or schedule a free consultation.