How to Master Live Auction Fundraisers

Live auctions raise more per guest than any other fundraising activity—but only when done right.

A flawless live auction is part theater, part psychology, and part strategy. When blended together, you’ll create laughs and friendly competition between your biggest donors as they raise money for a cause close to their hearts.

Our live auction guide and sample timeline break down exactly what it takes to bring in the most revenue and create a memorable night of fundraising.

Live Auction Basics

If you’re unfamiliar with auction terms, a live auction is the traditional format where an auctioneer auctions off items one at a time on stage. Attendees raise paddles to bid or bid through their phones via auction sites.

For live charity auctions, items are typically high-value experiences rather than physical goods—think vacation packages, exclusive dinners, VIP event access—that sell for $1,000+. You’ll only want to feature 5-10 premium items (as opposed to large catalogs with silent auctions). More than that and you’ll risk guests getting bored during your event.

Many organizations integrate live auctions into galas or formal events, scheduling them during or after dinner as part of a bigger night of fundraising.

1. Hire a Professional Auctioneer

One of the most important decisions for your live auction is choosing your auctioneer. They’re the conductor of your event—they carry the energy and know how to crack the right jokes at the right time.

Yet some nonprofits try to save money by using a staff member as auctioneer. They’ll save a few thousand upfront, but an inexperienced auctioneer can end up costing the organization tens of thousands because of lower bids. They may speak for too long per item, become stiff on stage, or make the crowd uncomfortable by pressing when bids are low. 

Hire a professional auctioneer instead, which you can find through:

• National Auction Association
• The Bash
• GigSalad
• Referrals from other organizations
• Google searches for benefit auctioneers or emcees in your region

Auctioneer fees typically range from $1,000-$5,000 per event. If they help you raise an extra $10,000-$20,000, the ROI makes the decision pretty easy.

When hiring a fundraising auctioneer, look for someone with charity auction experience. Brief them thoroughly on your cause and auction item details in advance.

2. Prepare Volunteers

This scenario has played out plenty of times: A donor approaches a volunteer asking how to place a mobile bid, and your volunteer is just as confused as the guest. Or worse—checkout takes 45 minutes because volunteers don't know which credit card reader connects to which tablet.

To avoid this, have volunteers arrive early on event day for training, and send preparation materials in advance.

Proper volunteer training includes:

• Assigning and prepping bid spotters. The auctioneer might not catch every bid in a busy crowd, so bid spotters help bring the auctioneer’s attention to bidders. Watch this great video on bid spotting with your volunteers and give them some attention-grabbing tools like glow sticks!
• Teach volunteers how to use your auction software. Donors will have questions about mobile bidding, like “How do I know if I’m winning?”, “Can I make my bids automatic?”, or “How do I add my credit card?” So have volunteers explore your page or show them every feature before your event starts.
• Make sure volunteers understand checkout logistics. Teach your volunteers how to use your credit card readers, show them where physical items are stored, and assist them when any donor complaints come up.

3. Lead with Strong Storytelling

Before you auction any items, remind donors why they're here. But don't just recite your mission statement—put a real story in the spotlight.

Create a 3-5 minute impact video showing exactly where funds go. Feature recent work, beneficiary testimonials, and concrete outcomes. Keep it tight and emotional.

Then bring a guest speaker—preferably a beneficiary or program participant—and invite them on stage to share their personal story. Give them 5-10 minutes, and prepare them in advance (many speakers get emotional or nervous—have a staff member ready to support them if needed).

Donors who feel emotionally connected will bid more and rationalize higher purchases.

4. Order Auction Items Strategically

The sequence of your items matters more than most organizations realize. A strategic order builds momentum and ensures your highest-value items sell at peak energy.

Here’s a proven structure:

• Start with an intriguing mid-range item. Don’t overwhelm donors with a costly item right away. Start with something accessible, like sports tickets or local weekend getaways.
• Build toward the top items. Once energy is high, start from lower cost items and make your way up in price. 
• End with crowd-pleasers. Auction off your most desired items at the end to keep your donors’ interest all the way through. This is where you place your once-in-a-lifetime celebrity meetups, complete vacation packages out of the country, or VIP concert passes.

5. Include a Paddle Raise

A paddle raise (also called Fund-a-Need or live appeal) is a direct donation ask during your event, separate from bidding. You set a specific monetary goal for a specific program need, then ask guests to contribute or pledge to reach that goal.

This is a great time to capture donors who haven't won any auction items. Some supporters may not want a vacation package—they just want to support your mission and socialize. Place your paddle raise before your final few items so they don’t walk out when the main event ends.

While it's called a "paddle raise," we don’t recommend using actual paddles or pledge cards—it’s common for donors to not keep pledges! Instead, use auction software that allows for immediate mobile donations. It removes the awkwardness of chasing down pledges.

For example, you can set a goal of $10,000 for a specific after-school program. Use your auction software to collect real-time donations and project the running total on screen. If using paddles and pledge cards, start with higher asks ($5,000 to $2,500) and work down to more accessible levels ($500, $250, $100). 

Even if you don't hit your goal, celebrate what you raised and enthusiastically thank donors.

6. Speed Up Checkout with the Right Software

Checkout is where you solidify your event as a good experience—or where frustration leaves a bad last impression. Everyone is trying to leave, but you’re trying to collect payment information, swipe credit cards, find items, and figure out receipts.

To keep checkout lines short and save time for guests:

• Use auction software throughout the entire event. This means letting donors input all their information through their phones (which can be done days before the event even happens). A good auction site will process payments for you and automatically generate receipts.
• Test your tech thoroughly beforehand. Before event day, run a full tech rehearsal—test your check-in tablets, payment processors, and auction software. Make sure Wi-Fi is strong in your venue and that your devices are charged and synced. Also bring chargers or extra devices in case donor devices die.
• Have a back up plan. Keep paper bid sheets, manual credit card forms, and a written list of all items and winners in case technology fails. You probably won't need it, but you'll be glad it's there.

Sample Live Auction Timeline

Here's what a well-executed live auction looks like in practice (with some sample items!):

7:00 PM - Dinner and drink service begins

7:20 PM - Impact video plays

7:25 PM - Beneficiary guest speaker takes stage

7:35 PM - Auctioneer opens, explains mobile bidding

7:45 PM - Item 1: Racing Day with Pro Driver ($2,500)

7:50 PM - Item 2: Pampered Weekend Spa Package ($1,000)

7:55 PM - Item 3: Six Front Row Seats to the Game ($2,500)

8:00 PM - Item 4:  Five-Star Chef’s Private Dinner for Eight ($3,500)

8:05 PM - Paddle Raise ($10,000 goal for after-school program)

8:15 PM - Item 5: VIP Concert Package - Meet the Bands ($6,000)

8:20 PM - Item 6: Couple’s Cabo Getaway ($10,000) 

8:25 PM - Auctioneer closes, thanks donors

8:35 PM - Auction checkout

• Winners receive text notifications with pickup instructions.
• Physical items are pre-packaged and labeled in a designated area.
• Digital tickets are emailed.
• No payments are processed for paddle raise pledges—mobile bidding takes care of it all.

9:00 PM - Event concludes

Book a Strategy Call 

At CharityAuctions.com, we provide tools for live auctions—from mobile bidding, to easy item management, to real-time bid displays.

Schedule a demo to learn how to set up and run your most successful live auction yet.

For more auction strategies, see our complete Auction Best Practices Guide.

Tom Kelly

Tom Kelly, TEDx speaker and CEO of CharityAuctions.com, helps nonprofits raise millions through auctions and AI. He hosts The Million Dollar Nonprofit podcast and inspires leaders to live their legacy, not just leave it.