6 Examples of Standout Auction Promotion Messages

A well-run auction can bring in vital funds for your nonprofit—but only if people know about it. Promoting your auction across multiple channels is essential to drive registrations, engagement, and bids. Yet many organizations don’t know what to say or how to take full advantage of these communication strategies.

This guide explores a few common ways of reaching out to your supporters with examples for each channel. You'll walk away with basic templates that your organization can adapt to fit your particular needs.

Ensure Engagement with Text Messages

There’s a time and place for every communication channel on this list, but texting is the fastest and simplest way to connect with your supporters. With a 98% open rate and an average click-through rate of 19% (more than seven times the CTR for email), texting is proven to be an incredibly effective way of engaging with your supporters. Plus, texting is that much more convenient if you’re using mobile bidding, because at the event, bidders are already using their phones. 

To maximize your reach leading up to the auction, remember these best practices for crafting text messages:

• Keep it brief: 160 words, at most. Mogli’s guide to SMS marketing explains, “Staying concise will ensure recipients can see the entirety of your messages (without text carriers potentially splitting them into multiple messages) and read them quickly. Plus, shorter texts help you hold recipients’ attention.”
• Use shortened links to track clicks.
• Time your messages deliberately. Send texts around key moments (e.g., registration deadlines, opening and closing times) and times when supporters are most likely to open your messages according to past data.
• Take advantage of multimedia message services (MMS) to add punch to your texts. These messages can include photos, videos, PDFs, GIFs, and more to really grab supporters’ attention.

• Invitation:  “Aditi, you’re invited! [Your organization] is hosting a live auction on [date] at [time] in [venue]. Register here: [registration link]”
• Specific gift: “Only two days left to make sure you get the chance to win a whale watching tour for two! Don’t miss out—register here: [registration link]”
• Outbid message:  “Daniel, you’ve been outbid on the paella cooking class! Update your bid here: [link to mobile bidding site].”

Nonprofit texting is the best way to get in touch with supporters quickly with essential information. Just remember to provide links to the full details of the event elsewhere so bidders can access details like ticket prices, rules for your event, and venue information.

Dive Deeper with Email

Email gives you the space to tell a story and create a sense of occasion. Use this channel to discuss the event's details, build excitement, and make supporters feel special. Here are some of the essentials for email marketing:

• Use an eye-catching subject line. Keep it short and sweet, and don’t overuse exclamation points or capital letters that make your message look like spam.
• Add a clear call to action (CTA) button to register, bid, or check out auction items in advance.
• Appeal to readers’ emotions. In emails, you have more space to dive into your mission’s impact. In other words, you can show donors why they should participate in your event using storytelling and compelling statistics that demonstrate the difference your organization makes.
• Personalize the message. Like with texts, you should segment your donors to appeal to their particular interests and always refer to them by name.

For example, here’s an email message you might send before a live auction event:

Subject line: Isabel, your VIP invite is here!

“Hi Isabel,

We’re excited to invite you to our fifth annual Bidders’ Ball auction, where every bid supports [cause impact statement]. From local getaways to exclusive experiences, there’s something for everyone—and it's all for a great cause.

Check out the prizes [link] and get your tickets below!

[Button CTA linking to registration form or ticket purchasing options]”

After a supporter has registered for the event, send a confirmation email with important event details. Continue reminding bidders about the event so you don’t end up with accidental no-shows.

Expand Your Reach with Social Media

Social media is a powerful promotional tool because supporters are likely to boost your message by reposting it to their own accounts, allowing you to reach a whole new audience. These platforms tend to be highly visual, so you can generate excitement using aesthetically pleasing posts, stories, and short videos like TikToks or Instagram Reels. 

Use these tips as you get started:

• Use social media appending services to find supporters’ accounts and request to follow them to build your network.
• Take high-quality photos of auction prizes and make your own graphics to encourage reposts.
• Add countdown stickers in stories to build urgency.
• Include hashtags to allow users who aren’t following you to find your content.

Social media is especially useful when hosting an online auction because supporters can easily navigate to your auction site after seeing a post featuring a desirable prize. For instance, an organization centered on animal welfare might include this caption under a post:

"There’s still time to win this basket of luxury dog toys! Make your furry friend’s day—and support another animal’s rescue and rehabilitation—by placing a bid now. Bidding is open now through Friday. Link in bio. #BiddingForGood #AnimalRescue #AdoptDontShop #Auction”

It’s also always a good idea to post your direct donation link in case casual viewers want to make a quick gift without getting involved in a bidding war.

Add a Personal Touch with Direct Mail

Direct mail may not be as convenient or practical as digital communications, but it does add a formal touch to your promotion process—there’s just something exciting about finding a physical invitation in your mailbox. Meyer Partners’ guide to direct mail fundraising writes that these messages are also unique because they provide a tangible reminder of your organization, keeping your cause top-of-mind and promoting engagement in your activities.

There are some considerations to take into account when sending direct mail:

• Decide on whether your note will be printed or handwritten. Handwritten notes are more personal and might be possible for some nonprofits, but for larger organizations, printed letters are much more feasible.
• Consider multiple ways of sending in an RSVP. Some recipients may prefer to respond to a direct mail invite with a direct mail RSVP, which you’ll have to include in a separate envelope. You can also add a QR code or a short link to your messages so they can easily register online.

Direct mail invites are best for exclusive events held in person. Here’s an example of an invitation that will make recipients feel special:

“Dear Seamus, 

As one of [your organization]’s top supporters, we would like to extend an invitation for you to join us for a night of cocktails, conversation, and competition at our annual Evening for [Cause] Auction. All proceeds go directly toward [brief impact statement].

Date:

Location:

Time:

RSVP by:

We look forward to having you be a part of this unforgettable night of purpose and generosity.

Sincerely,

[Name of an Organization Leader]”

Remember to send direct mail invitations in a timely manner, allowing recipients plenty of time to RSVP before the event.

Effective auction promotion isn’t about saying the same thing everywhere—it’s about meeting supporters where they are with the right message and tone. With these examples, you can boost visibility, spark excitement, and drive meaningful results across every channel.

Start with the channel where you see the most engagement, then expand your promotion plan using these adaptable templates.