This text is contributed by Jeff Cova, President of Winspire.
When your nonprofit hosts a fundraising public sale, your catalog is an important useful resource for connecting with supporters and sponsors earlier than, throughout, and after the occasion. Not solely does it function a information to the occasion, nevertheless it’s additionally a part of your advertising technique and a useful resource for thanking everybody who made your fundraising success doable. Moreover, an public sale catalog with knowledgeable design and well-written content material can inspire occasion individuals to bid on high-value objects.
In keeping with the fundraising consultants at Winspire, a totally fleshed-out public sale catalog is greatest suited to an in-person stay public sale as a result of the merchandise listing is normally brief and finalized properly prematurely, making the catalog comparatively straightforward to place collectively. For silent and digital auctions that function extra objects, well-designed bid sheets serve the same objective in catching supporters’ consideration. Nevertheless, you may nonetheless create an abbreviated catalog to preview a couple of fastidiously chosen silent public sale prizes.
On this information, we’ll cowl the important thing parts of a nonprofit public sale catalog and focus on methods to distribute the catalog when it’s full. Let’s get began!
Contents of a Nonprofit Public sale Catalog
It’s no secret that at a fundraising public sale, the objects are the star of the present. Though you must mirror this by making your merchandise descriptions take up the majority of your public sale catalog, this isn’t the one part you must embody.
Let’s stroll via every part of a well-designed catalog in additional element.
Cowl Web page
As a result of your cowl web page is the very first thing supporters will see after they decide up (or obtain) your public sale catalog, it must be eye-catching and have knowledgeable really feel to entice them to look inside. Top-of-the-line methods to perform that is to function your nonprofit’s model entrance and middle.
Kwala’s information to nonprofit branding recommends together with the next model parts in your group’s advertising supplies, together with your public sale catalog’s cowl web page:
- Colour palette. Guarantee sufficient distinction between the textual content and background colours. Darkish textual content on a lightweight background or gentle textual content on a darkish background improves readability.
- Typography. So as to add visible selection to your catalog, contemplate selecting two model typefaces: one for titles and one for physique textual content. However keep away from utilizing greater than three fonts in order to not create a cluttered design.
- Emblem. Place your brand on the prime of your catalog’s cowl web page to make sure it’s instantly seen and recognizable to public sale individuals.
- Tagline. A tagline is a brief, memorable phrase that captures the essence of your mission. Embody it on the duvet subsequent to your nonprofit’s title and brand so new supporters can rapidly perceive the trigger they’re supporting by collaborating in your public sale.
Moreover, embody images or one other fascinating visible design in your public sale catalog cowl web page. These visuals ought to relate both to your mission or to your public sale objects, relying on what would enchantment most to your nonprofit’s supporters.
Mission Info
When you’ve drawn supporters in with a visible overview of your occasion and its objective in your cowl web page, dive deeper into the trigger your public sale will help. On the within cowl of your catalog, write out your group’s mission assertion and supply particular examples of the way you’ll use the funds raised to additional that mission.
You may additionally convey this mission info with a letter out of your nonprofit’s govt director or board chair addressed to public sale attendees. This method not solely gives area to incorporate knowledge and inform tales that reveal your group’s influence, however the signature from a frontrunner at your nonprofit additionally boosts credibility to reassure individuals that they’re supporting trigger.
Occasion Agenda
The occasion agenda part is pretty easy: embody the order of occasions on the fundraiser, the beginning and finish time for bidding on stay public sale objects, and another logistical particulars individuals ought to know, reminiscent of the place to gather their prizes and whether or not meals will likely be served. As soon as the stay public sale begins, bidding can rapidly develop into intense, so it’s useful for attendees to know the way the occasion will proceed beforehand.
Merchandise Descriptions
This part ought to take up the vast majority of your catalog, and it’s greatest to incorporate about 12-15 stay public sale objects in complete. This manner, you may spotlight two or three per web page, add related images, and write detailed descriptions that encourage supporters to bid.
Listed here are some tricks to make your descriptions extra persuasive:
- Give every merchandise a catchy title. For instance, “French Countryside Chateau Getaway” will pique supporters’ curiosity greater than “Trip to Bordeaux, France” would.
- Write concisely. Maintain your sentences brief and use bullet factors the place doable to make your descriptions skimmable.
- Embody all important info. Listing all the pieces included in a prize bundle, together with any limitations on its use (such because the dates when tickets are legitimate), so supporters could make an knowledgeable determination about whether or not to bid on every merchandise.
Accompany every description with a monitoring quantity so you’ll find the successful bidders and guarantee they declare their objects on the finish of the public sale.
Sponsor Acknowledgments
Securing sponsorships is vital to maximizing your public sale’s fundraising ROI. Company companions can both present monetary help to offset occasion planning prices or help you in procuring public sale objects at little or no value. Nevertheless, sponsorships have to be mutually helpful to succeed.
One profit you may present your occasion sponsors is free publicity by recognizing them in varied occasion supplies, together with your public sale catalog. If a company companion donated an public sale merchandise, add their brand to the outline with a brief blurb reminiscent of, “This merchandise was supplied by [business name].” On the final web page of your catalog, listing monetary contributors in keeping with their sponsorship degree to thank them for his or her help.
The best way to Distribute Your Nonprofit Public sale Catalog
When you’ve designed an public sale catalog that features the entire above parts, you must ship it to a print store to make bodily copies and reserve it as a PDF for digital distribution. There are two foremost causes for utilizing each distribution strategies. The primary is to permit supporters to decide on their most popular methodology of following alongside in the course of the occasion—some individuals may like a tough copy, whereas others would quite obtain the catalog on their smartphones.
Moreover, having each print and digital variations of your public sale catalog ensures you may seamlessly incorporate it into all your advertising supplies. Embody a bodily copy with mailed invites, and hyperlink to the PDF in emails, social media put up captions, and the occasions part of your nonprofit’s web site. This manner, irrespective of how supporters discover out about your public sale, they will get a sneak peek at your public sale objects and are available ready to bid on their favorites.
Whereas some nonprofits solicit skilled graphic design companies for his or her public sale catalogs, there are additionally free instruments and templates accessible on-line for those who’d desire to take a do-it-yourself method. By together with the entire parts listed above, incorporating your group’s branding and high-quality images, and guaranteeing your design interprets to each print and digital distribution strategies, you may create a polished-looking catalog to your nonprofit’s subsequent public sale irrespective of your degree of design expertise.
In regards to the Creator
Jeff Cova
Jeff has over 17 years of expertise within the Nonprofit and fundraising business. Previous to Winspire, Jeff labored for five years because the Director of Improvement at Cal State Fullerton earlier than co-founding an organization specializing in producing charity auctions for Nonprofits the place he efficiently produced the auctions for 250 of Southern California’s most profitable fundraising occasions.
In 2008 Jeff based Winspre with the purpose of serving to non-profits throughout the nation improve their occasion fundraising income and determine new fundraising sources. Jeff and his workforce at Winspire have helped over 12,000 non-profits up to now.
