Pulse: Shake the Money Tree

Then, I set out to determine what tasks needed to be accomplished to make sure these four objectives got met. That led to compiling a complete list of tasks needed to put on an entire fundraising event. I wanted to make all this information available to fundraising event organizers. So I was compelled to write this book.

Why now? I wish a book like this had been available 17 years ago when I started consulting for nonprofits. It's long overdue.

FS: What makes auctions so successful for fundraisers?

RO: There is a way to inspire generosity. And being aware of these four objectives of a fundraising event is the best way to begin:

1. Guests are made to feel important.

2. They gain a desire to support your cause.

3. They want what is being sold.

4. They get caught up in the thrill of bidding.

FS: In your book, you lay out tasks for the different chairs in an organization. How important is it for all those parties to have strong communication with one another? How can an organization make sure everyone is on the same page to plan and execute a successful auction?

RO: "Shake the Money Tree" is organized by chairperson: event chair, volunteers chair, invitations chair, live auction chair — 15 chairpersons in all. I thought it would be easier to find a particular task that way. The tasks are listed in chronological order on my Web site ?(letsdoanauction.com).

Everyone involved should know two things: 1) how much you are trying to raise — not just the final goal, but a breakdown of revenue sources and estimated expenses; and 2) what the money raised is going to be used for. The awareness of these two things tends to motivate much more than, "We want to raise as much as we can, and the money will go into a general fund."