Tag: Events

You Should Auction That

Published on by Kieran Johnson - The Generosity GuyLeave a comment

The suggestion came in the middle of a special charity event. We had a signed book, featuring the amazing life story of the organisation’s founder, which I had planned to give away at the end of the night.

“You should auction the book.”

On the face of it, it seemed like a good idea. Get people to bid and create more of a buzz at the event, and raise a bucket load of money for the charity. It’s a win-win, right?

Here’s the thing though, events are terrible for fundraising.

Before you disagree outright, because you have attended one where hundreds of thousands of dollars are raised, hear me out.

They are terrible for three reasons:

  1. The big gala events that tout large amounts of attendees and funds raised, cost almost as much as they raise. At best, they cost half of what they bring in. A 50% fundraising ratio on an activity is not great.
  2. The money given at events is extremely transactional. It consists of the cost that people are willing to pay to be part of the experience and the cost that people are willing to pay to look like they are generous. Both are still generosity, but it is unlikely that those who attend and give will grow a deeper relationship with the organisation they are supporting. Often they are unaware of what the organisation does, or even who they are.
  3. For those that really do care about the organisation they are supporting, they would give anyway, event or not. What looks like a wonderful way to connect with supporters turns out to be an expensive way to ask someone to give who would do it in response to a face to face coffee, or phone call.

Of course there are other things that come from events, like awareness of the organisation and the way the people feel about it – events can create endless good vibes. But based on pure fundraising, they are terrible. They promote transactions, not generosity. Only quality relationships foster the type of long-term generosity that can really benefit charities.

We gave the book away as planned at the event and the recipient loved it – probably more than they would have if they ‘won’ it in an auction.