Forget the Silent Auction: How to Focus Your Fundraising Energy

Welcome to another installment of NPQ’s fundraising advice column, Ask Rhea! For those who might be new, Rhea Wong is a fundraising expert and professional coach, exuberant author of Get That Money, Honey! host of the Nonprofit Lowdown podcast, and an unfailingly encouraging voice in a sometimes-bleak landscape. Rhea wants you to succeed, and she’s here to answer your questions.

Write Rhea with your fundraising questions through this NPQ submission form. In the form, select “Fundraising” from the “Question Topic” drop-down menu; and please let us know if you would like to remain anonymous or, rather, if you’d like to see you and your nonprofit highlighted here for our collective learning.

Dear Rhea,

I’m part of a small team building our major gifts program, and it’s a bit of a mess right now. We’re juggling an annual fund, a new CEO, unclear program priorities, and pressure to grow individual giving—all at once. We have a list of potential donors, but we don’t really know them. Some of us think we should wait until programs are better defined before making calls. Others think we should just start outreach and let conversations shape the strategy.

On top of that, there’s a little internal friction. I want to give honest feedback on things like the pitch or donor materials, but it’s tricky because my CEO is also in the room. It feels politically sensitive, and I’m not sure how to navigate that without blowing things up.

So here’s my double-barreled question: How do we prioritize action when everything feels half-baked—and how do I give honest feedback when my boss is in the room?

Sincerely,

Trying to Fundraise Without Stepping on Landmines

Dear Trying to Fundraise Without Stepping on Landmines,

First of all, you’re not alone. I talk to teams like yours every week—pulled in a million different directions with too many priorities, navigating internal politics and trying to figure out the “right” thing to do.

Don’t let perfect be the enemy of good. If you’re waiting for perfect clarity before taking action, you’ll be waiting forever. If you’re waiting for every program detail to be polished and every internal alignment to be locked in before talking to donors, you’ll be waiting forever. The house will always feel half-built. Start anyway.

Because here’s the truth: Everything you want to know about your donors—they already have the answers. What they care about. What’s compelling. What’s missing. You don’t need to sit in a vacuum trying to guess what they’ll respond to. You just need to start the conversation. Make the call. Ask the question. Be human.

Now, about the politics. Giving feedback when your boss is in the room can feel like walking a tightrope blindfolded. But you’re not being critical—you’re being useful. Frame it like this: “I wonder if we could test a version that aligns more with what our donors are telling us.”

Or blame me: “Rhea said this version might be falling flat.” My shoulders are broad. Use them.

Also, one more thing: Everyone has a plan until they get punched in the face. That’s not just Mike Tyson—it’s major gift fundraising. You can strategy-plan yourself into the ground, but real momentum happens in the field, in the conversations, in the messy middle. You learn by doing. Not by sitting on the sidelines waiting for permission.

So, make the list. Start the outreach. Send the email. Book the call. You’re not going to get it all right—and that’s not the goal. The goal is to get moving.

You’ve got this. And if you stumble? Good. That means you’re in the game.

Warmly,

Rhea

Dear Rhea,

We’re a small nonprofit planning our 20th anniversary gala. It’s a big milestone for us, and we want to make it special—but we’re strapped for time and capacity.

A few board members are pushing for a silent auction because “that’s what you do at galas,” but tracking down items feels like a huge lift for minimal return. Is it really worth it to chase auction items—or are there better ways to use our limited energy and staff time?

Sincerely,

Wondering If the Juice Is Worth the Squeeze

Dear Wondering If the Juice Is Worth the Squeeze,

Short answer? No. The juice is not worth the squeeze.

Auctions are out. Big galas are out. Small is in.

Chasing down gift cards and wine baskets for a silent auction is a full-time job—for what? A couple thousand dollars and a bunch of random stuff nobody really wanted in the first place?

You’re not a fundraising machine. You’re a relationship builder. So instead of wasting time on auction items, put that energy into creating an experience that builds intimacy, connection, and community. That’s what people are craving right now—not more stuff.

Your 20th anniversary is a chance to make people feel something. Invite your top people to a beautiful dinner, tell some powerful stories, and remind them why your work matters. Keep it small. Make it meaningful. That’s where the real ROI is.

We don’t need louder. We need deeper.

Warmly,

Rhea

Dear Rhea,

Our team is stretched thin and juggling a million priorities—events, donor outreach, board support, email campaigns, you name it. Everyone’s asking for everything, and it feels like we’re spinning our wheels without much to show for it.

When everything feels urgent and important, how do we know where to focus our fundraising efforts to actually move the needle?

Sincerely,

Drowning in the To-Do List

Dear Drowning in the To-Do List,

First, take a breath. Then stop trying to do everything and start doing the right things in the right order.

When you’re stretched thin, this is the sequence I recommend:

1. Retention
   Start here. You’ve already done the hard work to bring donors in the door. If you’re losing them after the first gift, you’re pouring water into a leaky bucket. Thank them. Call them. Show them their impact. Make them feel like they matter—because they do.
2. Traffic
   Once you’re keeping the donors you have, grow the top of the funnel. That means getting in front of new people who are likely to care about your mission. Don’t focus on everyone—focus on the right people.
3. Conversion
   Now that more folks know about you, how are you inviting them to take action? Are your messages clear? Are you speaking to what they care about? Is your ask easy to understand and respond to?
4. Upgrades and Lifetime Value
   Once the foundation is strong, this is where the magic happens. Multiyear commitments. Monthly gifts. Bigger gifts. But none of this matters if your retention and conversion systems are shaky. Build the base first.

So the next time someone throws a shiny new idea your way, ask: Does this help us keep donors, attract new ones, convert interest, or deepen value? If not, it’s a distraction.

You don’t need to do more. You need to do less—better.

Warmly,

Rhea