The first thing to consider is when in your event you would hold the auction. In a tight environmental climate, it is probably not the best idea to create an event focused primarily around a silent auction – these sorts of events have been popular in the past, but in a declining economy guest are not going to be eager to spend money on a ticket just to come and spend more money at your auction. And strapped businesses are less likely to donate to an event that doesn't already have some other philanthropic focus just to be nice. Auctions can still be incredibly successful in a down economy, but should be attached to existing events or those that have a well-established purpose and are using the auction simply as an additional activity and revenue enhancer.
Where Should a Silent Auction be Placed?
Generally, you are going to want to place a silent auction at the beginning of your event. This is because you need to run the auction for a fairly substantial amount of time – usually 30-90 minutes (depending on the size of your auction and the size of the event). As well, you will need time to close the auction, while your guests are busy with other parts of the event, and deal with cashing out.
The most obvious placement is a cocktail hour or other "social wandering time" at a fundraiser, usually happening upon arrival. This is a time when guests are often grateful for the unifying activity the auction provides – a way to cover awkward pauses when there isn't anyone to talk to, someone to be avoided or escape from, or a way to initiate a conversation. An auction can also make the "waiting time" of an introductory activity pass more quickly.
If your event has a buffet-style meal, you can consider running your auction during this time, but only if the meal is a casual, quick activity. For example, an elementary school fundraiser with a pasta line you eat amid socializing can work. But during a sit-down dinner at an awards gala with a formal program would not be appropriate. If you have other activities going on, like casino gaming at a Monte Carlo night, it's best to have that separate from your silent auction. The basic idea is not have things "competing" with the auction, but to use the auction to enhance an otherwise low-activity part of the event (that's not to say your guests aren't having fun…open socializing may be a keystone of your event, but one where it's not hard for your guests to stroll and auction room and share focus during that time).
Planning for after the Auction Closes
When deciding if a silent auction belongs in your event, it's equally important to consider how you will handle cashing out your winners. You will need to either have a time after any programmatic features of your event when winners identify themselves, pay and claim their items, or when your guests will be a static location where you can find them and cash them out quietly during other parts of the event.
If you feel as though you like the idea of a silent auction, but are struggling to carve out a space where it belongs in your event, it may not be for you. If you know you want to add an auction, but aren't seeing an obvious place, consider the recommendations above and whether a slight restructuring of the event would create that niche. If you've got a perfect spot in an event, it's then time to consider the workload involved in planning a silent auction and if it suits your organization and structure. (For more information on this see the article Silent Auction Tasks.)
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