Podcast – Episode 21: What Last Year’s Numbers Are Telling You
In this episode of Auction Is Action with U in It!, Bobby D. Ehlert walks through one of the most skipped steps in gala planning: reviewing your revenue before you plan anything else.
Most organizations jump straight into themes, venues, dates, and decor. But none of that matters if your revenue strategy isn't grounded in reality. Revenue review isn't about judgment or blame. It's about clarity. And clarity gives you leverage.
Key Takeaways
If You Don't Look Back First, You're Guessing Event night reveals how well you prepared, and preparation starts with understanding what actually happened last year. Skipping the revenue review means building next year's strategy on assumptions instead of data.
Start with the Big Picture, Then Go Deeper Look at gross revenue, net revenue, cost to raise a dollar, and each individual revenue stream: ticket sales, sponsorships, paddle raise, live auction, silent auction, raffles, and games. Then ask the key question: which line item actually did the heavy lifting?
The 80/20 Rule Is Almost Always at Work In most events, 20% of donors are doing 80% of the fundraising. Knowing who carried the event, where the biggest gifts came from, and how many donors participated in the paddle raise tells you exactly where to focus your energy this year.
Look at Time ROI, Not Just Dollar ROI Did the silent auction take massive effort for minimal return? Is the juice worth the squeeze? Energy spent on low-return activities is energy taken away from what actually moves the needle.
Missing a Goal Isn't Failure. It's Data. Compare last year's goal to what actually happened. If you exceeded it, understand why. If you missed it, look at what changed in the room. Data makes you smarter next time.
Repeat, Refine, Remove Double down on what worked. Simplify what didn't. Eliminate what drained energy without return. That framework applies to your paddle raise amounts, your program pacing, your sponsorship structure, your donor prep, and your board engagement.
Data Builds Board Confidence Share revenue insights with leadership early. When board members understand why goals are shifting, they're far more likely to support them. Data supports decisions. Opinions don't.
FULL TRANSCRIPT
Bobby D.: Hello there everyone and welcome back to the Auction Is Action with You in It podcast. I am Bobby D, CEO and founder of Call to Auction, lead auctioneer, auctioneer coach, world champion auctioneer, and a lover of all things fundraising events.
Today we are talking about something almost every nonprofit skips but absolutely shouldn't: reviewing your revenue before you plan this year's events. Because if you don't look back first, you're not planning. You're guessing.
Now, why does revenue come first? Most organizations jump straight into themes, venues, dates, and decor. But none of that really matters if the revenue strategy isn't grounded in reality. Revenue review isn't about judgment. It's not about blame. It's about clarity. Because clarity gives you leverage. And leverage makes this year's event easier and more successful than last year.
Here are the core numbers you've got to look at. Let's keep this simple. You're not trying to become a CFO overnight. You're looking for patterns. Start with the big picture: gross revenue, net revenue, cost to raise a dollar. Then break it down into your revenue streams: ticket sales, sponsorships, paddle raise, live auction, silent auction, raffles, and games. And here's the key question: which line item actually did the heavy lifting?
Now let's go a little deeper than totals. Ask yourself: where did the biggest gifts come from? How many donors gave during the paddle raise? Did energy peak early or late? Which sponsorships sold easily? Which ones stalled or needed extra pressure?
This is where most organizations have their aha moment, because often a handful of donors carried the event. It's usually the 80/20 rule: 20% of your donors doing 80% of the fundraising. So the question becomes, how do you engage the other 80%?
You also need to look at how the paddle raise performed. Did it outperform expectations? Did the silent auction take massive effort for minimal return? Look at time ROI and energy ROI. Is the juice worth the squeeze?
Revenue always tells a story if you're willing to listen.
Now, goals versus reality. Compare last year's goal to what actually happened. Did you hit it? Did you miss it? Did you exceed it? If you exceeded it, why? If you missed it, what changed in the room?
Here's the most important thing to remember: missing a goal isn't a failure. It's just data. And data makes you smarter next time.
This is where review turns into strategy. Based on what you learned: double down on what worked, simplify what didn't, eliminate what drained energy without return. You might adjust your paddle raise amounts, add incentivized giving opportunities, change the pacing of the program, prep donors earlier, get the board more engaged, or rethink your sponsorship structure.
Ask yourself: what do we repeat? What do we refine? What do we remove? Repeat, refine, remove. Trim the deadwood.
Making sure your board and team are aligned on this is critical. Bring leadership into this moment. Share these insights early. Use data to support decisions, not opinions. When board members understand why goals are shifting, they're far more likely to support them. Data builds confidence long before you ever make the final ask.
Reviewing revenue isn't a technical exercise. It's an act of leadership. The best fundraising events aren't lucky. They are intentional. So before you plan this year's gala, auction, or appeal, look back first. Because clarity today creates momentum tomorrow.
If you want help reviewing your revenue or building a smarter strategy for this year's events, that's exactly what we do. Please don't hesitate to reach out. You can email me directly at bobby@calltoauction.com.
And stay tuned for a new toolbox coming soon that will help you analyze these numbers and build a successful gala. Make sure you're subscribed to the Auction Is Action with You in It podcast so you don't miss it.
Thank you for everything you are doing out there in the world to make an impact and to be as awesome as you can be. My name is Bobby D, your host, CEO, and founder of Call to Auction, lead auctioneer, world champion auctioneer, and auctioneer coach.
If you're interested in becoming an auctioneer, I'd invite you to check out auctionerschool.com.
Go out, raise that revenue, and impact more lives. We'll see you on the next episode. Thank you for listening to Auction Is Action with You in It.
Ready to Raise More?
At Call to Auction, we specialize in turning galas and fundraising events into mission-driven, revenue-generating experiences. From paddle raises to live auctions, our team knows how to excite donors, engage audiences, and inspire generosity in the moment.