When talking with an organization about their crowd, sometimes they'll confide that their guests are rude. "They are so loud," they'll say, "They refuse to pay attention, even when a speaker is on stage." The truth is, I've yet to see a benefit auction which had a louder crowd than I expected. Let's be honest: Your attendees view the fundraising auction as a party. It's a celebratory event ... a chance to honor volunteers ... a roast to tease a community leader ... a chance to see friends ... and -- by the way -- an auction. It's no surprise they are loud. Your guests want to have fun, and I want them to have fun, too. The key point is to plan for it. 1. Invest in the proper sound system. If we assume that 10% - 20% of the crowd are bidding in the live auction, it means the other 80% - 90% of the audience are chatting with friends. The auctioneer needs to be heard with clarity and distinction, and it's the job of the sound system to provide it. Guests won't bid or follow directions if they can't hear. 2. A dynamic auctioneer If you want to have a prayer at keeping your audience's attention, put someone on stage who has some personality. Benefit auctioneers should not simply be "calling the numbers," but must have good rapport with the crowd. If the auctioneer has poor rapport, the crowd will get louder and louder as they talk to their neighbor and try to be heard over the sound system. As a benefit auctioneer, it doesn't bother me that the crowd is visiting while I'm selling. Personally, I know that if I have a good sound system, I can engage the bidders who want to be bid. 3. Stick to the timeline Guests will be less likely to pay attention when the schedule spirals out of control. They'll start talking to their friends, "What time do you have?" they'll ask, "Weren't we supposed to be eating by now?" Stay on task. When it's time to start the program, start the program. If the Board Chair has 3 minutes to speak, ensure he really only speaks for three minutes. Keep the program moving at a good clip. 4. Change the layout; change the experience The loudest auctions I conduct are when guests are seated around a table. The quietest auctions are those in which the guests are seated theatre-style. If your auction committee is concerned about the noise level, consider moving guests into a theater-style seating arrangement. This lowers the sound level because guests cannot as easily talk.
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