2020 AUCTIOn - EMAIL COMMUNICATIONS
Email communications leading up to the virtual event were at an unprecedented level in 2020. From the time we announced the Auction would "go virtual" until the night of the live event, a time span of 27 days, we sent 16 emails with information ranging from the invitation and schedule for the virtual auction, to videos from all four Co-Chairs and the Head of School, to detailed instructions for how and when to bid on items. Below you will find six examples of those communications with short descriptions (and featured links) below the images.
We notified our community that the Auction would "go virtual" on Friday, April 17, 2020. We also rebranded our original logo to include this change.
On Thursday, April 23, 2020, we sent out a digital invitation to our constituents, and as mentioned in other materials, we expanded the invitation list since the virtual auction would be more accessible to our community than in-person events have ever been. As with most emails between April 17 and May 8, we included "Auction Item Previews" to feature items we thought the community would be especially interested in.
The email above, sent on Thursday, May 7, 2020, is a combination of instructional materials, auction item preview, links needed frequently, and a call to action from two of our Co-Chairs. To watch the video linked from this email communication, click here.
In order to ensure the best attendance at our live streamed event, we chose to send out a simple and specific email that only contained the link to our live stream, the donation button for our fund-a-need and a thank you to our Co-Chairs. Judging by our attendance, it worked!
We didn't stop communicating after the event was over. On Wednesday, May 20, 2020 we sent a followup email to let our entire community know that we succeeded in reaching our goal! We also included some "just for fun" links in this email: the Auction Catalog and the Live Stream Highlights.