[ J O N AT H A N C A R S O N ] Contributing To ONLINE CHARITY AUCTIONS Can Help You Achieve Performance-Based Marketing Benefits How many times this year has a local organization come through your door looking for a donation for their charity auction? One, two, three dozen times? It makes sense; you’ve got excess inventory that is easily sold at auction and both the nonprofit and the winning bidder are happy. You on the other hand are left with a mention at the back of a catalog that few see and even less pay attention to, one customer, and a “thank you” and “see you next year.” Here’s how to turn your participation in charity auctions to your advantage. 20 et’s face it, we all like to support a good cause, but in today’s soft economy, giving away room nights or gift cards to be auctioned at a live or silent auction during an organization’s event isn’t going to increase the bottom line. However, today many organizations are reaching much larger numbers of potential bidders by holding their auctions online. By partnering with those that produce online charity auctions, you can take advantage of their reach into affluent cash paying customers L 200483228-003/DAVID LEES/GETTY IMAGES HSMAI MARKETING REVIEW • AUGUST 2009