Our Ask An Expert series features real questions answered by Claire Axelrad, J.D., CFRE, also known as Charity Clairity. Today’s question comes from a nonprofit employee who wants to know how to take a live auction from good to great:
Dear Charity Clairity,
What separates the “okay” live auction fundraisers from the great? Is it the auction items themselves? Or something like the food, speakers, or something else?
— Seeking the Secret Sauce
Dear Seeking,
Many people assume a standout live auction is all about landing the right big-ticket items. But in reality, the difference between an “okay” auction and a great one rarely comes down to any single component. The real secret is planning, planning, planning — thoughtfully designing every element well in advance so they reinforce one another and build toward a cohesive, high-energy experience. When an event is carefully orchestrated from start to finish, the whole becomes far greater than the sum of its parts. Items matter, yes. But their impact depends on the emotional arc, pacing, mission moments, and energy you’ve set up long before the auctioneer takes the stage.
The biggest difference between a mediocre auction and a great one is something you can’t put on a spreadsheet: the energy in the room. Great planning creates the conditions for that energy to build and stay high. This will dictate the final numbers far more than the specific prizes up for bid. A moderately appealing package can spark spirited competition when the room is buzzing; conversely, even a dazzling trip or once-in-a-lifetime experience can fall flat if the energy is low.
This emotional temperature is shaped long before the auctioneer hits the stage. Guests are forming expectations and readiness to participate. Strong events start priming attendees early — with engaging preview materials, fun teases of the top items, a warm welcome at check-in, mingling at the reception, and well-placed “teaser” moments that plants anticipation. “Okay” auctions just hope guests arrive in a giving mood. Great ones nurture and shape that mood in advance.
A live auction is fundamentally a theatrical performance. The auctioneer is the narrator, but the nonprofit is the producer. And great producers understand pacing, tension, and release. Three ingredients matter most:
The first auction I ever held as a fundraiser had so many items, the guests were either asleep by the end or were completely tuned out and talking to each other. Nothing saps energy faster than offering too many items. Once you pass about seven or eight, the room’s energy dips and bidders fatigue. Great live auctions are intentionally brief and punchy. Keep them to no more than one hour to keep people’s attention and energy high. If you’re adding the auction to an already existing event, keep the live auction component between 10 and 30 minutes. Choose every item to appeal to your specific audience, not to reflect what donors happen to give you. So, think about what might do well with your audience. A flight on a private jet might appeal to only one or two in your crowd, whereas a private meeting, consultation or behind-the-scenes visit with a VIP (e.g., a teacher, doctor, actor, sports figure, politician or financial wizard) might engender lively bidding and big bucks.
Order matters. The opener sets the tone—something light and fun is ideal. Middle items should be your strongest, because that’s when attention peaks. And closing items should either be communal and joyful (like a dessert dash or group experience) or serve as a bridge to a Fund-a-Need. Great auctions feel like a rising arc, not a series of disconnected moments.
Lighting, sound, and staging play an important role. Don’t wait until the last minute to think about them! Guests must be able to clearly hear the auctioneer, see the screens, and understand the bidding increments. A strong professional auctioneer who knows how to read the room is worth their fee ten times over. Don’t skimp here. I once ran an auction using a lovely volunteer who was great in rehearsal, then had too much to drink during the event. It was a disaster, with the crowds’ energy shifting to simply be embarrassed for her. A volunteer auctioneer almost never has the professionalism, rhythm, timing, or room-reading skill required. Just make sure to prepare them so they can simultaneously elevate competition while staying aligned with mission messaging.
One of your most powerful planning decisions is where, and how, to place your mission in the program flow. People bid more generously when they feel emotionally connected to the cause. A well-crafted mission moment (e.g., a short video, personal story, or brief speech from someone impacted) can transform bidding from a “fun purchase” into an opportunity to make a difference. And when timed correctly, it sets up a successful Fund-a-Need conclusion to your event. When the mission is centered, bidders feel proud of their generosity. And proud generosity fuels bidding wars.
These supporting elements matter, as they either support or sabotage your carefully planned energy arc.
You don’t need a Michelin-star menu, but you do need efficient service. Long gaps between courses, slow wine pours, or awkward table logistics can deaden energy and cool the temperature in the room. Your seating chart matters too. Put people together who will enjoy each other’s company.
Short is powerful. Long, wandering remarks drain energy. Great events coach speakers to be concise, heartfelt, and mission-focused. Give speakers a time limit, and rehearse them beforehand.
Too much distance from the stage, too many obstructed views, or a long, cavernous room dilutes engagement. Lighting that feels too bright or too dim shifts the emotional tone. Small details accumulate into big effects.
When a live auction underperforms, the reasons are usually predictable:
The most successful auctions work because someone took the time to intentionally choreograph the entire experience. The thoughtful integration of all these elements is the real secret sauce.
— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Seeking the Secret Sauce” did.)
How does your organization elevate a live auction? Let us know in the comments.
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