Many non-profit community organizations conduct galas and auctions to raise funds, providing small companies an opportunity to get some valuable, low-cost exposure.

A small business on a limited promotion budget might want to consider advertising at galas where non-profit organizations conduct auctions to raise funds.

By participating in the gala and auctions, the merchant can

• Gain product exposure with a usually affluent audience;
• Earn community relations points and goodwill;
• Mix with influential community and political leaders.

This may be public relations as much as advertising, but it’s a close call, so classify it as desired.

Galas and Auctions Provide Numerous Price Options

There are usually many options for participating in a gala and auction, so a small company can usually find a comfortable price level.

The options usually start with serving as a major sponsor of the event, which normally involves a cash contribution of hundreds or thousands of dollars. It can be a good investment, depending upon the:

• Extent and quality of publicity given to the gala;
• Attention given to the sponsors in that publicity;
• Prominence given to the sponsors in the gala’s printed program;
• Attention given to the sponsors at the event itself;
• Attendance at the gala;
• Personal interest in and dedication to the fundraising cause. Sometimes the desire to support that cause can justify the entire cost of the participation.
• Tax benefits for the company.

Instead of serving as a major sponsor, the company may want to provide food, refreshments, entertainment or a prize for either the gala’s live auction or its silent auction.

Restaurants and Beverage Dealers Can Show Off Their Products

The food and refreshment options are usually ideal for restaurants and beverage dealers. They provide opportunity to show off one of the company’s popular dishes or refreshments. This also usually limits the cost because it is something the restaurant or beverage dealer produces itself. Small servings are acceptable.

The firm will, however, usually need to (and want to) provide its own staff to assure the food or refreshment is served well and to take advantage of the opportunity to interact with guests. That person or persons should be affable, enthusiastic, outgoing and properly attired. A chef hat, jacket or apron always attracts attention.

Don't Run Short of Food or Beverages

Cautions:

• Make sure there is enough food or drink to serve all guests. Running out is embarrassing to both the restaurant and the gala.
• Does the event conflict with the company schedule? If the store or restaurant is open at that time, is there staff available to attend the gala?

Galas frequently conduct both live and silent auctions. The most expensive prizes are usually held for the live auction. They also provide the contributor with the most attention because the auctioneer will describe the prize in detail to stimulate the bidding.

In some cases, the contributor himself may be asked to describe the prize before the bidding begins.

Sometimes the contributing company may want to bid on other items in the live auction. That will win some additional attention, but be careful not to outshine a company friend or prospect.

Contribute a Company Product or Service

Prizes for the silent auctions are usually inexpensive, in many cases less than $100. Again, it is best to contribute the company product or service if that is feasible. Otherwise just contribute something that will stimulate lots of bidding and generate attention for the company. Take the time to be creative.

Since companies are apt to receive many requests to participate in such events, ask the organizers:

• How many people do they expect to attend?
• Who are some of the sponsors and contributors?
• Is your competitor participating?
• What is required to be a sponsor?
• What is the value of the average auction prize?

If the answers are satisfactory, jump in with a generous gift, enjoy the fun and feel good about helping a worthy cause.