Most nonprofits wait until the night of the event to start promoting their live auction. That’s one of the biggest missed opportunities in fundraising.
Successful events don’t depend on last-minute excitement. They build anticipation before guests arrive. According to fundraising experts at Murad Auctions, promoting your live auction doesn’t start at the event. It starts weeks earlier. When guests already know your auction items and are excited about them, they’re more likely to engage and bid.
This blog focuses on tips from Claire and Marty Murad during a webinar hosted by HGA Fundraising.
The Rule of Six: The Strategy That Changes Everything
One of the most powerful takeaways from the webinar is what Claire calls the Rule of Six. Guests need to see your live auction items at least six times before your event. This may sound excessive, but it’s crucial.
People are bombarded with emails, texts, and content. One mention of your auction items won’t get the attention or action they deserve. Repetition cuts through noise and builds familiarity.
That familiarity leads to:
- Increased confidence in bidding because bidders understand the items
- Higher emotional connection to items because bidders can make plans before your event to bid on items such as trips and chef dinners with friends.
- More participation during the auction
The more your guests see your items in advance, the more likely they are to bid when it matters.
How to Execute the Rule of Six Without Overwhelming Your Audience
Don’t repeat the same message. Instead, use different methods and channels.
You can promote your live auction with:
- Email campaigns with featured items
- Text and email messages with direct links
- Your event website or landing page live auction previews
- Social media posts
- On-site displays the night of the event
- Programs and Bid Paddles
Each touchpoint builds familiarity, keeping guests engaged.
Instead of feeling repetitive, this approach feels intentional and informative, especially when each interaction highlights something new or exciting.
The “Know Before You Go” Strategy
Send pre-event emails and texts to promote live auction items.
Another key concept is preparing your guests before they arrive. The “Know Before You Go” approach sets expectations and builds bidding confidence. Informed guests feel comfortable and willing to bid.
A simple pre-event email or text can:
- Highlight key live auction items
- Explain how the auction works
- Direct guests to preview items online
This removes uncertainty and builds anticipation. Informed guests arrive ready to engage, not figure things out.
Teaser Campaigns: Build Excitement Without Giving Everything Away
One of the most effective ways to promote your auction is through teaser campaigns.
Showcase a few items at a time. This creates curiosity and keeps your audience interested.
For example, you might:
- Feature 1–2 auction items in an email
- Share a short video preview
- Use a strong subject line to spark curiosity
This stretches out excitement. Guests experience your auction in stages, which builds anticipation and captures their attention.
Capture Guest Information Before the Event
One of the most overlooked opportunities in fundraising is collecting guest information before the event even begins.
This is especially important for guests attending through table sponsors. Your sponsors may be familiar with your organization. Their guests often are not.
By capturing contact information early, you can:
- Include them in pre-event marketing
- Personalize their experience
- Make check-in faster and smoother
- Capture payment information at check in to make checkout a breeze
Marty highlighted how powerful this can be. “It’s crazy how much it means when you know their name at check-in.”
Recognizing guests at check-in creates an immediate feeling of connection and belonging, which increases their engagement.
Promote Your Auction on Event Day
Strong pre-event marketing is just the beginning. Continue promoting your auction throughout the event.
Reminding guests of auction items keeps them engaged and encourages participation.
Some simple but effective ways to do this include:
- Featuring items on bid paddles and programs
- Adding QR codes that link directly to auction items
- Running slideshows showcasing the live auction items during cocktail hour and during the live auction
- Including items in printed programs or signage
- Sending text links during the event
These in-event reminders keep guests engaged and help them bid quickly and confidently.
Turn Event Guests into Long-Term Donors
The impact of your event continues after the auction closes. The biggest opportunity comes after the event—when you follow up and deepen relationships.
By collecting and using guest data, you can:
- Make phone calls to event participants
- Send personalized follow-up notes and emails
- Thank donors and participants
- Share results and impact
- Invite them to future events
This is how you turn one-time attendees into long-term supporters.
Follow These Tips To Successfully Promote Your Live Auction
The most successful fundraising events don’t rely on last-minute excitement. They build momentum long before the event begins.
You create an audience that is informed, engaged, and ready to give when you do the following:
- Follow the Rule of Six
- Collect guest contact information before the event
- Use multiple communication channels
- Prepare your guests ahead of time
- Reinforce messaging during the event
If you want to raise more at your next event, don’t wait until guests arrive to start promoting your auction. Start early, stay consistent, and build excitement at every step.
Do you want help implementing these live auction promotion strategies for your next event? Contact us. You can also schedule a free consultation.