How to advertise your online auction and reach more bidders

You know it’s important to bring in bids, donations, and energy, but figuring out where to start (and what actually works) isn’t always easy. We’ve run plenty of campaigns ourselves and helped nonprofits just like yours turn casual interest into serious fundraising wins. 

So in this guide, we’re breaking it all down: where to promote, how to talk about your auction, and how to get real results without burning out.

Whether this is your first auction or your fifteenth, the right advertising plan makes all the difference. And when everything clicks, the right message, in front of the right people, at the right time, your auction becomes more than just a fundraiser. It becomes a community moment.

If you're looking for extra support, our team at Harness is ready to help you launch, promote, and manage your auction like a pro, without all the stress.

Build a high-relevance marketing strategy

The success of your auction starts with one core question: who are you trying to reach?

Before you begin creating ads or writing social posts, take time to define your audience. A strong promotional strategy speaks directly to the people most likely to bid, and gets them to take action.

Here’s how to do it:

1. Identify who your potential bidders are

Look at past event participants, donors, volunteers, and email subscribers. Consider their demographics, interests, giving history, and how they’ve interacted with your organization before. Are they more mission-driven, or are they motivated by exclusive auction items or experiences?

2. Segment your audience

Once you’ve identified who they are, group them into meaningful segments. For example:

• Longtime donors who value impact and mission
• Social followers who engage with posts but haven’t donated yet
• Parents or families looking for practical or fun experiences
• Local supporters interested in community events

Each group has different motivations and behaviors, and should be approached with tailored messaging.

3. Use donor data to guide messaging and targeting

If you’re using a donor management system or platform like Harness, you already have access to useful data: past donations, communication history, event attendance. Use that to inform which audiences should receive which messages, and where.

Example: Your recurring donors may respond better to email invitations with direct donation links, while social followers might engage more with teaser videos or item previews on Instagram.

4. Align your strategy with what your audience cares about

Don’t just focus on the items, focus on the why. Show how bids support your mission. If your supporters care deeply about a cause, connect their actions to the impact. If they’re more value-driven, highlight the quality or uniqueness of the auction items.

The better you understand your audience, the more relevant your promotions will be, and the more likely they are to engage, bid, and share.

Choose the right auction site and set a timeline

Picking the right auction platform can save you a lot of headaches. You want something that looks good, is easy for people to use (especially on their phones), and gives you the tools to track what’s working. We’ve worked with groups that struggled because their auction site was clunky or hard to navigate, and when that happens, people leave before they even place a bid.

Make sure your platform supports things like:

• Mobile bidding
• Simple registration
• Clear item listings with images and descriptions
• Easy payment options

Once your site is set, lock in your timeline. A clear schedule gives you space to build buzz and keeps your team on track. Start promotions at least three to four weeks before your auction date. That gives you time to tease items, send email reminders, and post on social without feeling rushed.

Pro tip: schedule your biggest push during the last 48 hours before the auction ends. That’s when most of the bidding action happens.

Use email marketing to engage your donor base

Email is still one of the most effective ways to drive action, especially when you're working with a list of people who already know and care about your organization. But the key to strong auction results isn’t just sending more emails. It’s sending the right emails to the right people at the right time.

Here’s how to make that happen:

1. Segment your list for higher engagement

Not all supporters need the same message. Create simple groups like:

• Past auction participants
• First-time donors
• Major gift prospects
• Monthly givers

Tailor your content and subject lines based on their history. For example, returning bidders might appreciate early access or item previews. New supporters may need more context about your cause and how the auction helps.

2. Focus on clarity and value

Your email should quickly answer:

• What’s the auction about?
• When does it happen?
• What can I bid on?
• Why should I care?

Include a clear CTA (like “Browse Items” or “Register Now”), and always link directly to your auction site or featured items. Add impact-driven messaging, explain how each bid supports your mission.

3. Build a schedule, and stick to it

Plan 3–5 emails across your timeline:

• Announcement (2–3 weeks out)
• Item spotlight or early access (1 week out)
• Reminder (day before and day of)
• Last call (final hours, create urgency)

Use subject lines that grab attention but feel authentic. Short, clear, and timely works best.

4. Automate what you can

Set up automated reminders for registered users or people who started bidding but haven’t returned. A simple “Still interested in this item?” email can bring them back at just the right time.

Email marketing works best when it feels timely and personal. With a little planning, and the right tools, you can keep supporters engaged from launch to the final bid.

Create social media posts that build excitement and drive engagement

Social media is one of the easiest ways to get your auction in front of more people, but posting at random won’t cut it. The goal is to create posts that stop the scroll, spark interest, and get people clicking to your auction site.

1. Show off your auction items with high-quality visuals

People can’t get excited about what they can’t see. Use clear, well-lit photos of your most exciting items. If it’s an experience (like a weekend getaway), add images that show what they’ll enjoy.

Use short, punchy captions like:
“Dinner for two at the best restaurant in town? Yep, it’s up for grabs.”

2. Build anticipation with teasers and countdowns

Start promoting your auction at least 2–3 weeks in advance. Share sneak peeks, teaser videos, or behind-the-scenes content to create buzz. Use countdown graphics in the final days to build urgency.

Posting rhythm idea:

• Teasers 2 weeks out
• Item highlights 1 week out
• Reminders and countdowns during the final 3 days
• Final-hour urgency post

3. Get interactive to increase reach

Ask questions. Use polls. Go live. The more interaction your posts get, the more people see them.

Try things like:

• “Which item are you most excited to bid on?”
• “Tag someone who needs this weekend spa retreat.”

And if your platform allows, try short Reels or Stories that feature key items or your team talking about the auction impact.

4. Use strong calls to action

Every post should clearly tell people what to do next:

• “Bid now at [link]”
• “Register today to preview items”
• “Last chance to win, bidding closes at 7 PM!”

Remember: you’re not just posting to fill space. You’re inviting people to take part in something meaningful, and fun.

Use paid social media ads to reach a wider audience

While organic posts are great for keeping your followers in the loop, paid ads help you go beyond your usual crowd and reach people who might never hear about your auction otherwise.

1. Target the right audience

Paid ads let you get specific. You can target by:

• Location (great for local supporters)
• Interests (like giving, nonprofits, or your auction items)
• Past behaviors (like people who’ve donated to similar causes)

Think about who your ideal bidder is and build your audience around that profile. Facebook and Instagram make this pretty easy with their built-in tools.

2. Boost top-performing posts

If you already have an organic post getting likes and clicks, that’s a great sign it’ll do well as a paid ad. Boost it with a small budget and see how far it can go. This keeps your messaging consistent and saves time creating new content.

3. Test different creatives

Run a few versions of your ad, different images, headlines, or CTAs. For example:

• One ad might feature your best auction item.
• Another might highlight how the money raised will support your mission.

Watch the results and put more budget behind what’s working.

4. Don’t forget the deadline

Auction ads work best when there’s a sense of urgency. Make sure your ad mentions the closing date, and adjust your messaging as the clock winds down. (Ex: “Only 12 hours left to bid!”)

Even a modest ad budget can bring in serious traffic, especially if your content is clear, visual, and built around action.

Promote through search and display using Google Ads

When people are actively searching for auctions, events, or ways to support causes like yours, showing up in search results can make all the difference. Google Ads helps you do exactly that, and more.

1. Use search ads to capture high-intent traffic

Create ads that appear when someone types in phrases like:

• “charity auctions near me”
• “online silent auction”
• “bid on fundraiser items”

These are people already looking for what you're offering. Your ad should highlight what makes your auction special and include a clear link to your site.

Example ad copy:
“Support Local Causes – Bid in Our Online Auction Today. Unique Items. Big Impact.”

2. Use display ads to expand awareness

Display ads are those image-based banners you see on websites across the internet. They’re great for building awareness and reminding people your auction is live, especially those who visited your site but didn’t take action.

Make sure your graphics are clean, on-brand, and include:

• Eye-catching images (your top auction items work well)
• A strong call to action
• The auction end date or urgency cue

3. Set a clear budget and bidding strategy

You don’t need a massive ad spend to see results. Set a small daily budget, focus on your highest-value keywords, and monitor your results often. Tools like Google’s Smart Bidding can help you optimize for clicks or conversions automatically.

4. If you’re a nonprofit, explore Google Ad Grants

Eligible nonprofits can receive up to $10,000/month in free Google search ads. That’s a major opportunity, especially if you already have an auction page live and keywords mapped out.

Harnessing both search and display campaigns helps you cover more ground: reaching new supporters and nudging interested ones to return and bid.

Collaborate with influencers and community partners

You don’t have to promote your auction alone. Tapping into existing networks, through influencers, local businesses, or community organizations, can instantly expand your reach and credibility.

1. Partner with people who share your values

Find influencers, bloggers, or public figures who already care about your mission or have supported similar causes. They don’t need massive followings, micro-influencers (1,000–10,000 followers) often see higher engagement and feel more personal.

Reach out with a clear ask:

• Share your auction post
• Highlight an item they’re excited about
• Invite their followers to register and bid

Offer them a few talking points and visuals to make it easy.

2. Involve local businesses or sponsors

If a business donated auction items, they’re already invested. Ask them to help promote the event:

• Post about the item they donated
• Add your auction link to their newsletter or site
• Share a co-branded social post

This works especially well when the item is tied to their brand, like a gift card or experience.

3. Create shared value

Don’t just ask for promotion, make it a win for them, too. Tagging them in your posts, mentioning their support publicly, or offering recognition during the event goes a long way.

4. Keep communication simple

Send partners a short promo kit with:

• Sample captions
• Pre-sized images
• Key dates and links

The easier you make it, the more likely they are to follow through.

You don’t need a huge team, just a few aligned voices who can help spread the word beyond your usual circle.

Add your auction to local event calendars and niche directories

Not every potential bidder is scrolling social media. Some are checking local event listings, newsletters, or community boards, and that’s your chance to meet them where they already are.

1. Submit to local event calendars

Most cities, towns, and regional publications have free online calendars. You can often submit your event with just a title, date, short description, and link.

Look for:

• Local newspapers or lifestyle sites
• Community centers
• Chambers of commerce
• University or alumni networks

It’s a low-effort way to reach people who are actively looking for something to attend or support.

2. Use nonprofit and cause-based directories

Some platforms specialize in showcasing fundraisers, giving campaigns, or charity auctions. Adding your event there can boost exposure beyond your own list.

Try:

• Fundraising directories
• Local nonprofit hubs
• Online tools like Givebutter, CauseVox, or Eventbrite (with the right tags)

3. Repurpose what you’ve already written

You don’t need to create new content for every listing. Use your auction description, key dates, and impact statement, just tweak the tone if needed based on the platform.

Every new listing is a chance to boost visibility and build credibility, especially with audiences who may not know you yet.

Use ad auctions and real-time bidding to scale outreach efficiently

When you run paid ads online, whether it’s on Google, Facebook, or other platforms, you're not just buying space. You're competing in what's called an ad auction. It sounds complicated, but here’s the simple version: advertisers bid for the chance to show their ad to a specific person, at a specific time, in a specific place.

And when done right, this can help your auction reach a lot more of the right people, without wasting your budget.

1. What is an ad auction?

Every time someone loads a page or scrolls through social media, there’s a lightning-fast auction happening behind the scenes. Advertisers bid to show their ad based on who the person is, what they’re doing, and what they might care about.

So if you’re running an auction for a nonprofit animal shelter, your ad might compete to be shown to someone who’s donated to pet rescues, follows animal pages, and lives nearby.

2. Why real-time bidding matters

Real-time bidding (RTB) helps you stay efficient. You’re only paying when your ad is likely to be relevant. That means better performance, and less wasted spend. You don’t have to guess when or where to show your ad. The system figures that out for you.

3. Where this shows up

You’re probably already participating in ad auctions if you’re running:

• Google search or display ads
• Facebook or Instagram ads
• YouTube pre-roll videos

Each platform has its own version of bidding, but the goal is the same: get your ad in front of the right person at the right time.

4. Keep control with smart targeting and budgets

You don’t need a big budget to get results. Start with small daily limits and narrow targeting:

• Set your audience by location, interests, and behavior
• Choose your goal (clicks, views, conversions)
• Adjust based on what’s working

Even a few well-placed ads in the right ad auctions can bring serious attention to your auction, especially in the final days when urgency peaks.

Optimize your auction website for traffic and conversions

Getting people to your auction page is only half the job, the rest depends on what they see and how easily they can take action once they arrive. If your site is slow, confusing, or hard to use on mobile, even the most interested bidder might bounce.

Here’s how to keep them engaged, and bidding.

1. Keep your calls to action (CTAs) clear and consistent

Use direct, easy-to-understand buttons and links like:

• “Browse Items”
• “Place a Bid”
• “Register to Bid Now”

Put these in high-visibility spots, near item images, in the header, and after every key section.

2. Use strong visuals to highlight your auction items

Each item should have a high-quality photo (or two), a short but clear description, and, if relevant, details on value or restrictions. Make it easy for visitors to see what’s special and why they should want it.

Example: “Enjoy a weekend stay in a private mountain cabin, sleeps 4, includes hot tub access.”

3. Make sure your site works perfectly on mobile

Most bidders will check your site from their phone. Test the full experience:

• Are the images sized correctly?
• Can you scroll and bid without pinching or zooming?
• Are buttons easy to tap?

If your auction platform doesn’t support mobile well, that’s a red flag, it’s worth finding one that does.

4. Build trust with your visitors

People want to know their bids are going to a real cause. Include:

• A short mission statement or “About Us” section
• Contact info or customer support access
• Secure payment messaging (like “Payments are processed securely”)

You don’t need to over-explain, just show that your auction is real, safe, and part of something meaningful.

A well-optimized auction site keeps people focused, confident, and more likely to follow through, from first click to final bid.

Track performance and adapt your auction marketing strategy

You’ve done the work to get people to your auction. Now it’s time to see what’s working, and make smart adjustments while there’s still time to boost results.

1. Know what to track

Start with the basics:

• Traffic: How many people are visiting your auction site?
• Clicks: Which emails, ads, or social posts are driving visits?
• Conversions: How many people are registering or placing bids?
• Bid activity: Are certain items getting more attention than others?

Most auction platforms offer built-in reporting, and tools like Google Analytics or Facebook Ads Manager give you extra insight.

2. Pay attention to patterns

Is traffic spiking after certain types of posts? Are email reminders driving more bids than ads? Are mobile users converting less than desktop visitors?

Even if you’re not a data expert, look for simple clues:

• High clicks but low bids? Maybe your site needs clearer CTAs.
• Low traffic on certain days? Shift your next promotion to a different time.

3. Be willing to adjust mid-campaign

It’s okay to pivot. If a certain ad or post isn’t working, try a new image or message. If no one’s bidding on a certain item, give it a spotlight or consider extending its bidding window.

Auction marketing is not set-it-and-forget-it. The best results come when you check in, adapt, and stay flexible.

4. After the auction, take time to review

Once the event wraps up, review what worked, and what didn’t. Save those lessons for next time. They’ll make your next auction even smoother and more successful.

More impact for your cause

Promoting an auction doesn’t have to feel overwhelming. When you start with your audience, use the right tools, and stay flexible along the way, you’re setting yourself up for stronger bids, deeper engagement, and more impact for your cause.

Every strategy in this guide, from email to social to paid ads, is here to help you connect with the right people at the right time. And when that connection happens, your auction becomes more than just a fundraiser. It becomes something people are excited to be part of.

If you’re looking for a partner to help you build and promote your auction with less stress and more confidence, Harness is here. Our team combines smart tools with hands-on support to help you raise more, and grow your community in the process.