Silent auctions are lucrative fundraising events that can boost revenue and bring your community together for an exciting chance to support your cause. Donors are often eager to participate in an event that offers them something in return for their generous contributions.
Like any event, the success of your silent auction hinges on how well you spread the word and communicate the details to your donors. One of the best ways to promote your silent auction is on social media.
Considering that 5.17 billion people use social media worldwide, this constantly growing channel is ideal for engaging with current supporters and reaching new audiences. In this guide, we’ll provide tips for effectively marketing your silent auction on social media to encourage people to sign up and attend.
1. Create and link to your event page.
An event page allows you to centralize the details and registration process of your silent auction, making it easy to learn more and sign up. Sharing this page on social media lets interested supporters immediately register once they’ve seen your event content.
Maximize the performance and usability of your page by keeping the following considerations in mind:
- Accessibility. Everyone who lands on your page should be able to easily interact with it. By adding alternative text to images and closed captions to videos, you enable visually- and hearing-impaired people to experience these visual elements in their entirety. Additionally, use a bold font and a large enough font size so all text is easy to read.
- Navigation. Clear navigation allows users to jump from one element or page to the next. For instance, you may have a menu that brings users to your event description, sponsor profiles, registration portal, frequently asked questions (FAQs), and contact information.
- Mobile responsiveness. Since many people will be navigating to your event page from social media, you need to ensure it adapts to their mobile devices. All text, images, and tap targets should automatically adjust to different screen sizes, allowing users to easily register and give on mobile.
Leveraging silent auction software will allow you to customize your event page with auction-specific elements like an item catalog and bidding options. Look for a platform that integrates with your existing tech stack so you can easily track attendee information across platforms.
2. Highlight your auction items.
Your auction items will be the stars of the show. On social media, give potential attendees a sneak peek of your most exciting items to generate excitement and encourage registrations.
When sharing your auction items online, make sure to:
- Take clear pictures and videos. Show off your auction items from every angle with high-quality pictures and videos. Videos can be especially helpful for items that require demonstrations, such as electronic devices or fitness equipment, to showcase their true value. Make sure you take pictures and videos in a well-lit location with a solid-colored background to limit distractions and keep the focus on the items.
- Write compelling descriptions. Accompany visuals with descriptions of your auction items. Touch on what makes each item unique or valuable, and break up large blocks of text by compiling features into bulleted lists that are easier to digest.
- Add a call to action. While it’s fun to give your followers the inside scoop about your items, ultimately, your goal is to entice them to sign up for your event. End your auction item posts with a call to action that directs users to your silent auction page and pushes them to register so they have the chance to win.
Don’t be afraid to get creative here. Qgiv’s silent auction guide recommends using TikTok as a more engaging way to promote your auction. This platform is perfect for showcasing your auction items because it focuses on short-form video content. Plus, using this channel will allow you to reach younger audiences and motivate them to get involved.
3. Collaborate with your sponsors.
In addition to their generous contributions, sponsors can also help by spreading the word about your event. Tapping into their audiences can dramatically increase registrations and help you form relationships with new supporters.
Make the most of your partnership by:
- Providing them with assets they can post. Make it as easy as possible for your sponsors to support you on social media by sending them pre-made visuals and captions. That way, you can not only ensure a low lift for your sponsors but also that their posts will align with your branding and messaging.
- Running sponsored contests. Generate excitement for your silent auction by running sponsored contests and giveaways leading up to the event. For example, you may have your followers like, comment, and repost your silent auction promotion posts for a chance to win free registration, VIP access, branded merchandise, or samples of your sponsors’ products or services.
- Co-hosting live streams. Hosting a live stream gives you a chance to answer questions and tease your event in a bit more depth. Invite your sponsors to join so they can explain their involvement in your event, promote their businesses, and draw in their own audiences.
Remember to also create posts specifically highlighting your sponsors and thanking them for their support. Make it known that without your sponsors, your silent auction wouldn’t be possible, and encourage your supporters to show their appreciation as well.
4. Use a unique hashtag.
A hashtag can organize all of your auction social media content so potential supporters can easily explore these resources and make an informed decision about attending your event. The most effective hashtags will be:
- Short and intuitive so they’re easy to find, use, and remember
- Specific to your nonprofit so people know your content is associated with your organization
- Unique so you’re the only organization and event using that hashtag
For example, an animal shelter called Paws Houston may use the hashtag #PawsHoustonSilentAuction2024 to distinguish it from their past annual auctions. Once you’ve established your auction hashtag, encourage attendees to use it during and after the event to share their own content. With their permission, you can repurpose this content for your own page to commemorate the event and promote future auctions.
5. Incorporate storytelling techniques.
Storytelling can bring your marketing efforts to life and demonstrate the positive impact past events have had on your community. Scour your constituent relationship management platform (CRM) or donor management system for past attendees who may be willing to comment on their experience. Bloomerang’s donor management software guide explains that you can use constituent timelines to easily view donors’ past interactions with your nonprofit, which can help you easily identify past attendees who were highly engaged.
Then, interview them, and incorporate direct quotes to add more value to your social media posts. Here’s what the caption for this type of post may look like:
Last year’s silent auction was a resounding success, bringing our community together and raising over $20,000 for our cause. Don’t just take our word for it, though! Here’s what attendee and avid supporter, Danielle Green, had to say about this event:
“Paws Houston has been an organization near and dear to my heart ever since we adopted our dog, Peanut, from the shelter several years ago. I love supporting Paws in any way that I can, and the annual silent auction is one of my favorite events!” Danielle said.
“Last year, I had the opportunity to take home a new outdoor playset for my kids and meet so many fellow members of the Paws community. I can’t wait to attend again this year—this time as a volunteer!”
Join Danielle at our annual silent auction on Saturday, December 7th. Register using the link in our bio.
Before sharing your supporters’ stories, obtain their permission and let them know how and where you intend to use their information to ensure full transparency.
Once your silent auction comes to a close, evaluate your social media marketing efforts by leveraging post analytics and surveying your attendees. That way, you can measure your strategy both quantitatively and qualitatively and make improvements for next time.