If You’re Not Tracking This, You’re Leaving Money on the Table

Most nonprofits think their gala ends when the last paddle drops—but the truth is, that’s where the real opportunity begins.

In this episode of Auction Is Action (with U in it), Bobby D. breaks down why data collection is one of the most overlooked—and most powerful—tools in fundraising. From participation rates and bidder behavior to identifying hidden donors like “surprise bidders” and “auction champions,” you’ll learn how to turn your event into a strategic engine for future revenue.

You’ll also uncover the truth behind the paddle raise myth, why relying on a few big bidders is risky, and how tracking table-level engagement can transform your board, sponsors, and donor pipeline.

If you want to stop guessing and start growing, this episode will show you how to use your gala data to build deeper relationships, unlock major gifts, and maximize impact long after the event ends.

Because the best events don’t just raise money… they reveal what’s possible next.

Recommended For

Nonprofit leaders
Development directors
Board members
Event planners
Fundraising committees
School, hospital, and foundation galas

Transcript

SPEAKER_00 0:04

You are listening to the Auction is Action with U in It podcast presented by Call to Auction, where our favorite formal word is S O L 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. And today, I want to talk about something that might not feel sexy on the surface, but it's one of the most powerful levers that 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, they 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 now let's break down what actually matters. Not vanity metrics, real metrics. Total revenue, of course, but don't stop there. We can talk about average sale price per lot. This tells you are your packages aligned with your audience's capacity. Participation rate. This is 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. Bitter retention. Who came back and participated again? That's loyalty. That's future major donor potential. Mix category mix shift. What are people actually bidding on? Are they bidding on travel, maybe experiences, dining? Stop guessing what your audience audience wants and let the data tell you. Power bidder dependency risk. Now, this one is big. If your event relies on three to five people to carry the auction, you don't have fundraising strategy, you have vulnerability, and that is very risky. So now let's dive in a little bit deeper because not all donors behave the same. You've got your shoppers, they give to get, they want value, they want experience, something tangible. Now you've got your pledgers, they don't really care about the auction. They are here for your mission and they just want to give. You're super supporters. They do both. They bid, they give, they drive momentum, and then you've got your hidden opportunities. Guests of guests. They don't choose to be there, but they might choose to bid. And if you track them, you can convert them. Then you've got the no bid board member. You know this one. Bought a table, shows up, doesn't bid. Or do they? But if you're not tracking this properly, you don't actually know. And then you've got the auction champion. They might not win a single item, but they drive energy, they push bids and they make others feel safe to play. That person is worth their weight in gold. And then you've got the surprise bidder. This one's dangerous to miss. They've been quietly giving maybe$250, maybe$500 a year, and then boom, they're bidding on a$5,000,$6,7,789,$10,000 item and not winning. That's not a bidder. That's a donor waiting to be seen. So now let's push back a myth real quick. There's this belief that if someone loses the in the live auction, they'll just give that money in the paddle race. Well, that's not what the data shows. In reality, most of those bidders give less than 10% of their highest bid during the paddle race, which means if you're not capturing and following up with those bidders, you are leaving major gifts on the table. So now let's look at actual behavior patterns. Now, across events from 2017 to 2025, about 25% participate in both the live auction and the paddle race. And about 21% do live auction only, and then 54% only give in the paddle race. Now think about that. More than half of your donors never raise their hand in the auction. So if your strategy is auction heavy, you are ignoring the majority of the room. Well, here's where it gets even more powerful. What about tracking participation per table? Because tables tell stories. Which hosts bring engage donors, which tables go silent, which sponsors actually activate their guests. And this is how you can coach your board to improve sponsorship value and build better tables for next year. Now, let me land this for you. Data collection is not about spreadsheets, it's about seeing people clearly. It's about knowing, it's about who's 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, a smarter, and more connected community. And that is where the real impact lies. So I want to thank you so much for listening to this episode of the Auction is Action With You and it podcast. I want to thank you for all the impact that you were making in the world. And by listening, this shows that you want to create better events. I want to thank everyone again for being here and being a part of this better event movement. If you'd like some more information about what we do, go to calltoauction.com and we will see you on the next episode of the Auction is Action with You in the podcast. 2535, 45, 85, 65, 75, 85, and it's sold it. You got it right there. Thanks again for listening.