This text is contributed by Jeff Cova, President of Winspire.
When your nonprofit hosts a fundraising public sale, your catalog is a crucial 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 element of your advertising and marketing technique and a useful resource for thanking everybody who made your fundraising success doable. Moreover, an public sale catalog with an expert design and well-written content material can encourage occasion members to bid on high-value objects.
Based on the fundraising consultants at Winspire, a completely fleshed-out public sale catalog is greatest suited to an in-person stay public sale as a result of the merchandise record is often brief and finalized effectively upfront, making the catalog comparatively simple to place collectively. For silent and digital auctions that characteristic extra objects, well-designed bid sheets serve an identical objective in catching supporters’ consideration. Nonetheless, you would possibly 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 talk about how one can 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 it is best to replicate this by making your merchandise descriptions take up the majority of your public sale catalog, this isn’t the one part it is best to embrace.
Let’s stroll by every element 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 choose up (or obtain) your public sale catalog, it must be eye-catching and have an expert really feel to entice them to look inside. Among the best methods to perform that is to characteristic your nonprofit’s model entrance and heart.
Kwala’s information to nonprofit branding recommends together with the next model parts in your group’s advertising and marketing supplies, together with your public sale catalog’s cowl web page:
- Coloration palette. Guarantee ample distinction between the textual content and background colours. Darkish textual content on a lightweight background or mild 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.
- Brand. Place your emblem on the high of your catalog’s cowl web page to make sure it’s instantly seen and recognizable to public sale members.
- Tagline. A tagline is a brief, memorable phrase that captures the essence of your mission. Embrace it on the duvet subsequent to your nonprofit’s identify and emblem so new supporters can shortly perceive the trigger they’re supporting by taking part in your public sale.
Moreover, embrace photographs or one other attention-grabbing 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 attraction most to your nonprofit’s supporters.
Mission Data
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 assist. 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 data with a letter out of your nonprofit’s govt director or board chair addressed to public sale attendees. This method not solely offers area to incorporate knowledge and inform tales that exhibit your group’s affect, however the signature from a frontrunner at your nonprofit additionally boosts credibility to reassure members that they’re supporting a very good trigger.
Occasion Agenda
The occasion agenda part is pretty easy: embrace the order of occasions on the fundraiser, the beginning and finish time for bidding on stay public sale objects, and another logistical particulars members ought to know, corresponding to the place to gather their prizes and whether or not meals shall be served. As soon as the stay public sale begins, bidding can shortly turn 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 nearly all of your catalog, and it’s greatest to incorporate about 12-15 stay public sale objects in complete. This manner, you’ll be able to spotlight two or three per web page, add related photographs, and write detailed descriptions that encourage supporters to bid.
Listed below 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.
- Embrace all important data. Record every part 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 yow will discover 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 assist to offset occasion planning prices or help you in procuring public sale objects at little or no value. Nonetheless, sponsorships have to be mutually helpful to succeed.
One profit you’ll be able to present your occasion sponsors is free publicity by recognizing them in numerous occasion supplies, together with your public sale catalog. If a company accomplice donated an public sale merchandise, add their emblem to the outline with a brief blurb corresponding to, “This merchandise was supplied by [business name].” On the final web page of your catalog, record monetary contributors in response to their sponsorship stage to thank them for his or her assist.
The best way to Distribute Your Nonprofit Public sale Catalog
When you’ve designed an public sale catalog that features all the above parts, it is best to ship it to a print store to make bodily copies and reserve it as a PDF for digital distribution. There are two fundamental causes for utilizing each distribution strategies. The primary is to permit supporters to decide on their most well-liked technique of following alongside throughout the occasion—some members would possibly like a tough copy, whereas others would slightly obtain the catalog on their smartphones.
Moreover, having each print and digital variations of your public sale catalog ensures you’ll be able to seamlessly incorporate it into your whole advertising and marketing supplies. Embrace a bodily copy with mailed invites, and hyperlink to the PDF in emails, social media submit 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 obtainable on-line for those who’d desire to take a do-it-yourself method. By together with all the parts listed above, incorporating your group’s branding and high-quality photographs, and guaranteeing your design interprets to each print and digital distribution strategies, you’ll be able to create a polished-looking catalog to your nonprofit’s subsequent public sale irrespective of your stage of design expertise.
In regards to the Writer
Jeff Cova
Jeff has over 17 years of expertise within the Nonprofit and fundraising trade. Previous to Winspire, Jeff labored for five years because the Director of Growth 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 objective of serving to non-profits throughout the nation improve their occasion fundraising income and determine new fundraising sources. Jeff and his crew at Winspire have helped over 12,000 non-profits so far.
