4 Simple Tricks for Using Email to Promote Nonprofit Auction Items

Posted by Ian Lauth on Sep 3, 2014 10:28:00 AM

How to Promote Nonprofit Auction Items through Email

With so much attention focused on the benefits of social media as a marketing tool, it can be easy to forget that email is still the most effective medium for promoting Nonprofit auction events. Email marketing is the most personal medium that allows you to address your supporters directly. 

The most important part of an effective Nonprofit email campaign is establishing a clear strategy and schedule. Every message you craft needs to be carefully considered and planned so your emails don't end up in the trash. Here are a few tips to help you promote your nonprofit auction items event more effectively through email marketing.

Nonprofit Hope Gala Newsletter

Click Here to enlarge this example of an effective email campaign.

1. Have something to promote

It helps to have some "sizzle" in your message when you are promoting a fundraising event. One way to do this is to secure your big-ticket nonprofit auction items early so you can use them to pique interest and encourage people to click on your email.

Highlighting your biggest and best auction items early will also increase engagement and get people talking about the event sooner. This can be difficult to do if you rely soley on donated items which often don't materialize until the last minute. 

Promoting your nonprofit auction items early will also result in more bidding during the benefit auction. By giving your audience a "Sneak Peek!", you will get them thinking about how much money they may want to spend at your event. Experiential travel packages, for example, appeal to just about everybody and can be reserved for your event months in advance, giving you more time to pursue other big-ticket items that you can promote later. Showcasing travel Experiences early on may also catch donors who have untapped travel budgets and are in the market for purchasing a vacation. 

2. Create an engaging subject line

The email subject line is crucial because it is the recipient's first impression of your promotional campaign. It needs to be short and powerful – so each word matters.

Having big-ticket nonprofit auction items to promote makes it much easier to come up with compelling subject lines. You can offer a "Sneak Peek!" or a chance to "Bid on Your Dream Trip!" to draw attention and get supporters to click on the email. Here are some more tips to keep in mind when crafting your subject line:

  • Use no more than 60 characters. (Example: "Win a Trip to Napa Valley at the 2014 HOPE Gala!")
  • Give readers insight to what the email is about.
  • Be engaging and choose words carefully
  • Pique their interest. A headline like "Save the planet and win a trip to Italy!" will get your supporters to want to learn more. 

Free download: Email event promotion eBook + content calendar

3. Include compelling body content

Once the email recipient clicks on your email, you want to keep them engaged. This is why highlighting your best nonprofit auction items is so beneficial - it gets recipients to scroll through the entire email. Following are a few strategies to help you communicate effectively and encourage readers to attend the event:

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Topics: event-production, fundraising auction, email marketing, nonprofit fundraising event, event-promotion

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Meet Winston & Winnie, the Winspire Twins

Winston & Winnie love to help Nonprofits raise money for amazing causes. They also love to travel and have a bucket list of amazing Experiences they are determined to complete in their lifetime. Winspire News is the result of this shared passion, offering fundraising advice, industry news and insight into charity fundraising with travel.