“How do you get all those auction items, what’s your secret? Are the items 100% donated, or on consignment? Why would hotels in Thailand and South Africa and the New York Yankees donate to your auction?”
I get these questions a lot from folks in the nonprofit sector, and I am happy to provide some insights because I’m passionate about my work. As I always say, “it’s not rocket science.”
How do you get all those auction items, what’s your secret?
In a nutshell, my answer to this question is determination, diligence, perseverance, and persistence.
Are the items 100% donated, or on consignment?
Almost all items are donated; in some cases, I will buy the item at a significantly discounted rate, knowing I will auction it successfully and still generate a generous premium.
Why would hotels in Thailand and South Africa and the New York Yankees donate to your auction?
Because I asked, and the cause resonated with them. I have learned a lot in my 20 plus years of special events fundraising and running auctions, but I continue to learn with every new in-kind donation solicitation campaign. I use every opportunity to learn how to do it better.
When it comes to getting auction items, some charities benefit from an event volunteer committee with deep connections, some rely on their event and/or development teams, and some simply deal with a consignment-based company. I go at it solo, as a third-party fundraiser (although I used to work in non-profit). I take great pride in asking for and getting items, auctioning them off, and ultimately, raising significant funds. For instance, I surpassed the $1,000,000 milestone this year for The Children’s Wish Foundation of Canada.
So, how do go about procuring items? A pretty simple equation – I thoroughly research, I compile an accurate database, I write a persuasive ask letter, I send out a package (via mail and/or email), and most important, I follow up.
I subscribe to an “ask many, hit on a few” philosophy. I know I will receive many “no’s,” and not even receive a response from many. It takes “no” to get a “yes.” For example, I ask for a complimentary stay at every five or four star hotel in major cities across Canada and the U.S. and I usually end up with at least one “yes.”
I’m doing something right, based on my asks this year. For my 23rd annual Auction for Wishes in April, I wrote to 10,000 companies. It cost me $15,000 upfront to print and mail the letters/packages (and I’ve learned how to manage my mailing to make it the most economical), but the campaign brought in $225,000 in items. For my third annual “Squash Dementia” Squash Tournament last month, I did an email-only ask (no upfront costs!), and secured over $40,000 in donated items.
For charities, I truly believe ripe opportunities lie in companies they have never approached. But the ask has to be made, and you can’t be afraid to take a risk. No risk, no ROI!
Ira, who holds an MBA from the Schulich School of Business, is a third party fundraiser for various charities, and an expert in special event management, auction strategy, and in-kind donation procurement. Feel free to contact him to further discuss in-kind donation procurement, he's always happy to chat about auctions. Sample auction sites for Auction for Wishes and "Squash Dementia” Squash Tournament last month can be found here.
