| One of my clients had a higher-than-usual no-show | | | | consistently in front of your supporters, reminding them. |
| rate this year. Almost 10 percent of ticketed guests | | | | Communication through postcards, letters, and phone |
| didn't make an appearance at the benefit auction. Had | | | | calls can supplement the marketing effort. |
| all of those no-shows been seated together, there | | | | * Promote your gala more aggressively as the date |
| would have been a number of empty tables scattered | | | | nears ... even up to the last minute. |
| around the room. | | | | Phone calls are critical. Starting three weeks out, get |
| A significant number of no-shows impacts your event. | | | | volunteers on the phone to invite guests and remind |
| First, you've likely already paid for the food so that | | | | registrants. Emails can also be sent. One email I |
| cost is already an incurred expense. Second, fewer | | | | received to a recent event said, "We'll see you in three |
| guests means that the auction items will have less | | | | hours! Remember to wear your dancing shoes!" If you |
| bidding competition. Third, if it's visually apparent to | | | | are using an autoresponder email system, use it. You |
| other guests that there are a number of guests | | | | can create as many emails as you want and have |
| absent, that could have a negative affect on the | | | | them automatically sent at the time and day you |
| guests who are present. "Where is everyone?" will be | | | | choose. It's a time-saver. |
| the question of the hour, "Why aren't they here?" | | | | * Create a last-minute incentive to attend. |
| To reduce benefit auction no-shows, here are four tips | | | | Announce that a sponsor has just made a wonderful |
| on getting your guests to attend. | | | | donation, and you have "a special gift" for the first 50 |
| * First, communicate with your supporters regularly. | | | | attendees that night. If the gift is something truly |
| Communication should be conducted year round - not | | | | worthwhile, advertise it. "The first 25 people to register |
| just when a fundraising auction is taking place. Let's | | | | will receive a Tiffany key chain (valued at $45)." |
| strive to have your event date so entrenched in the | | | | * If volunteers tend to be your no-shows, bribe them. |
| minds of your supporters that they "know" your | | | | Offer them a meal or a (free) raffle drawing limited to |
| auction is the second Saturday in May. If you have a | | | | volunteers. One of my clients allowed volunteers to |
| monthly newsletter, devote some space each month | | | | enter a drawing (for free) for two concert tickets to a |
| to writing about the auction. (For many organizations, | | | | performance of their choice. The bucket was in the |
| the benefit auction is the largest fundraiser of the year, | | | | volunteer room with paper slips and a sign telling |
| so it deserves some consistent publicity.) One month | | | | volunteers to enter. |
| write about underwriting opportunities; another month | | | | No-shows cost your organization money through lost |
| pen a column on donations. In this manner, your guests | | | | donations. It's worth it to expend some effort to get |
| become more well-informed and your gala date is | | | | them to attend. |