Podcast – Episode 28: If You’re Not Tracking This, You’re Leaving Money on the Table
In this episode of Auction Is Action with U in It!, Bobby D. Ehlert makes the case for something that doesn't always feel exciting but is one of the most powerful levers in fundraising: data collection at your gala.
Most organizations think the event ends when the last paddle goes down. The best organizations know the event is just the beginning. Your gala is not just a fundraiser. It is a data engine for future revenue.
Key Takeaways
Every Bid, Every Guest, Every Table Is Telling You a Story
If you're not capturing that story, you're guessing next year. And guessing is expensive.Stop at Total Revenue and You're Missing the Real Picture
The metrics that matter go deeper: average sale price per lot, participation rate, bidder retention, category mix, and power bidder dependency risk. If three to five people are carrying your auction, you don't have a fundraising strategy. You have vulnerability.Not All Donors Behave the Same
Shoppers give to get. Pledgers are there for the mission and just want to give. Super supporters do both and drive momentum. Hidden opportunities are guests of guests who didn't choose to be there but might choose to bid. The no-bid board member may or may not be giving at all if you're not tracking properly. The auction champion drives energy and makes others feel safe to participate. And the surprise bidder, who has been quietly giving $250 to $500 a year and suddenly bids on a $5,000 to $10,000 item without winning, is not just a bidder. That is a major donor waiting to be seen.Losing the Live Auction Does Not Mean Giving in the Paddle Raise
The data doesn't support this common belief. Most auction losers give less than 10% of their highest bid during the paddle raise. If you're not capturing and following up with those bidders, you are leaving major gifts on the table.More Than Half of Your Donors Never Raise a Hand in the Auction
Across events from 2017 to 2025, about 54% of donors only give in the paddle raise, 21% participate in the live auction only, and 25% do both. If your strategy is auction-heavy, you are designing for a minority of the room.Tables Tell Stories
Which hosts bring engaged donors? Which tables go silent? Which sponsors actually activate their guests? Tracking participation by table helps you coach your board, improve sponsorship value, and build better rooms next year.Data Collection Is About Seeing People Clearly
It's not about spreadsheets. It's about knowing who is ready for a bigger conversation and who needs cultivation. Who felt something that night? Your gala is not just a moment. It's a mapping tool for future generosity.
FULL TRANSCRIPT
Bobby D.: Welcome back to the Auction Is Action with You in It podcast. I am Bobby D, CEO and founder of Call to Auction, world champion auctioneer, auctioneer coach, and your host of today's episode.
Today I want to talk about something that might not feel sexy on the surface, but it's one of the most powerful levers you have in fundraising. Data collection at your gala. Because here's the truth. Most organizations think their event ends when the last paddle goes down. But the best organizations know that the event is just the beginning.
So let me give you a mindset shift right out of the gate. Your gala is not just a fundraiser. It is a data engine for future revenue. Every bid, every guest, every table is telling you a story. And if you're not capturing that story, you're guessing next year. And guessing is expensive.
So let's break down what actually matters. Not vanity metrics. Real metrics.
Total revenue, of course, but don't stop there. Average sale price per lot: this tells you whether your packages are aligned with your audience's capacity. Participation rate: one of the most important numbers in the room. What percentage of your guests actually gave? Because a full room doesn't necessarily mean an engaged room. Bidder retention: who came back and participated again? That's loyalty. That's future major donor potential. Category mix: what are people actually bidding on? Travel, experiences, dining? Stop guessing what your audience wants and let the data tell you. And power bidder dependency risk: if your event relies on three to five people to carry the auction, you don't have a fundraising strategy. You have vulnerability. And that is very risky.
Now let's go a little deeper, because not all donors behave the same.
You've got your shoppers. They give to get. They want value, experience, something tangible. You've got your pledgers. They don't really care about the auction. They're there for your mission and they just want to give. Your super supporters do both: they bid, they give, they drive momentum. Then you've got hidden opportunities: guests of guests who didn't choose to be there, but might choose to bid. If you track them, you can convert them.
Then there's the no-bid board member. You know this one. Bought a table, shows up, doesn't bid. Or do they? If you're not tracking properly, you don't actually know. The auction champion might not win a single item, but they drive energy, push bids, and make others feel safe to participate. That person is worth their weight in gold.
And then you've got the surprise bidder. This one is dangerous to miss. They've been quietly giving maybe $250 or $500 a year, and then boom: they're bidding on a $5,000, $7,000, $10,000 item and not winning. That's not just a bidder. That's a donor waiting to be seen.
Let's push back on a myth real quick. There's this belief that if someone loses in the live auction, they'll just give that money in the paddle raise. That's not what the data shows. In reality, most of those bidders give less than 10% of their highest bid during the paddle raise. Which means if you're not capturing and following up with those bidders, you are leaving major gifts on the table.
Now let's look at actual behavior patterns. Across events from 2017 to 2025, about 25% of donors participate in both the live auction and the paddle raise. About 21% do the live auction only. And 54% only give in the paddle raise. Think about that. More than half of your donors never raise a hand in the auction. So if your strategy is auction-heavy, you are ignoring the majority of the room.
Here's where it gets even more powerful. What about tracking participation per table? Tables tell stories. Which hosts bring engaged donors? Which tables go silent? Which sponsors actually activate their guests? This is how you coach your board to improve sponsorship value and build better tables for next year.
Let me land this for you. Data collection is not about spreadsheets. It's about seeing people clearly. It's about knowing who is ready for a bigger conversation and who needs cultivation. Who felt something that night? Because your gala is not just a moment. It's a mapping tool for future generosity.
So here's your challenge. At your next event, don't just ask how much did we raise. Ask who gave, how did they give, and what are they ready for next? Because when you start using your event as a data engine, you don't just raise more money. You build a stronger, smarter, and more connected community. And that is where the real impact lies.
Thank you so much for listening to this episode of the Auction Is Action with You in It podcast. Thank you for all the impact you are making in the world, and by listening, you're showing that you want to create better events. Thank you for being part of this better event movement. If you'd like more information about what we do, go to calltoauction.com. We will see you on the next episode.
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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.