Gala season is in full swing, and whether you’re in Austin, Atlanta, or anywhere nonprofits gather to do big things, there’s one universal goal: raise more money while giving guests a night they’ll never forget.
But where do you start? How do you balance emotion, entertainment, and strategy? And what if you could do it all, without adding chaos to your already full plate?
That’s precisely what Anne Guillen, Head of Sales at BetterUnite, explored in a recent episode of The 501(c) Drop with special guest Dean Crownover, a nationally acclaimed Benefit Auctioneer Specialist based in Atlanta, Georgia. Dean has led more than 70 benefit auctions a year, authored the bestselling guide Paddles Up, and is known for blending showmanship with hard data — helping nonprofits raise record-breaking revenue and smiles.
In this jam-packed session, Dean shared the Top 3 Must-Have Revenue Streams for your next gala — the strategies he’s seen work across hundreds of successful fundraising events. Whether your nonprofit is hosting an elegant black-tie evening or a high-energy community event, these insights will help you maximize donations, delight your guests, and amplify your mission.
1. The Paddle Raise: Pure Giving, Maximum Impact
If your gala had only one revenue stream, Dean says this should be it: the Paddle Raise (also known as the Fund-a-Need or Mission Moment).
Why? Because it’s pure giving. No goods, no prizes, no bidding wars. Just heartfelt generosity.
“In five to ten minutes, a well-executed paddle raise can bring in tens — even hundreds — of thousands of dollars,” Dean explained. “My record is $750,000 in ten minutes. That’s the power of storytelling and emotion.”
So how do you pull it off like a pro? Dean outlined a proven framework.
🎬 Set the Emotional Stage
Start with what Dean calls the “emotional one-two punch.”
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Video (2 minutes max): Keep it short and focused. Tell one story. Guests have limited attention, and one powerful narrative is far more impactful than three diluted ones.
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Live Testimonial (2 minutes max): Follow with a real person — someone directly impacted by your mission. Dean’s “75/25 rule” says no more than 25% of the story should focus on hardship; 75% should celebrate transformation and hope.
“Nobody attends a gala wishing there were more speeches,” Anne joked. “Keep it heartfelt, but keep it short!”
💡 Timing is Everything
Contrary to popular belief, the Paddle Raise should come before the Live Auction, not after.
“When you lead with your Paddle Raise,” Dean said, “100% of your guests can participate. Only 15–20% will compete in your Live Auction. Start with emotion, not exclusion.”
If you save it for the end, you risk losing your crowd — literally. “Put it after the auction and 85% of your guests will head for the bar,” Dean laughed. “And they’re not raising paddles there.”
💸 Secure the First Gift
Before the event, lock in your first donor — the person or sponsor who will kick off the giving.
“Never start a Paddle Raise with a number you hope someone will give,” Dean warned. “Start with the highest amount you’ve secured in advance. It sets momentum, not panic.”
If you’ve got a donor willing to open with $10,000, start there. And consider selling a Paddle Raise Sponsorship — a company or major donor who matches a portion of what’s raised, doubling your guests’ impact.
🎯 Choose Your Levels Wisely
Use logical, descending increments (like $10,000 → $5,000 → $2,500 → $1,000 → $500 → $250 → $100). And don’t skip $250 — many donors fall into that range.
Make the numbers meaningful: “If $1,200 sends one kid to camp, make that your level. It feels tangible,” Dean said.
📱 Make It Easy with BetterUnite
BetterUnite’s live bidding tools let you record every pledge in real time. Guests can raise paddles or give directly through their mobile device — and for those who prefer privacy, they can log their amount digitally at any level.
2. The Live Auction: Small, Strategic, and Story-Driven
The second major revenue stream is your Live Auction, but Dean cautions: less is more.
Gone are the days of 12-item auctions that stretch into the night. Post-COVID attention spans are shorter, so 2–5 high-quality items is the sweet spot.
“Every minute counts. You’re not a garage sale,” Dean reminded. “You’re a store for one night — and everything must sell above market value.”
Here’s how to make those few items shine.
📊 Let Data Drive Decisions
Start with your past event data — what sold, for how much, and at what value. BetterUnite makes this easy with built-in Guest Insights, powered by Bootle AI, which surfaces donor demographics and interests.
Combine that with custom ticket questions (like “What’s your dream vacation destination?”) to identify what your audience actually wants.
“Ask instead of guessing,” Anne added. “BetterUnite lets you create dropdowns or multi-selects when guests buy tickets, so you can plan smarter.”
🌍 What Sells Best?
Dean’s Top 3 Live Auction Performers:
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Food Experiences – In-home chef dinners, exclusive restaurant tastings, or culinary classes. “Food is community,” Dean said. “Everyone eats, everyone celebrates.”
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Travel – Both drivable destinations (like beach or mountain homes) and bucket-list trips (Tuscany, Greece, Napa). Aim for 4+ nights for Live, weekends for Silent.
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Entertainment – VIP tickets, sports boxes, or concert experiences. “Even losing teams sell well if the seats come with valet parking and all-you-can-eat hot dogs,” Dean joked.
Pair each item with vibrant photos or short videos in BetterUnite’s auction tool, so donors can see themselves there.
3. The Golden Ticket Raffle: Gamify Giving
The final must-have is the Golden Ticket — a high-end raffle that taps into donors’ love of games and hope.
Here’s the magic formula:
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Sell limited tickets (100–200 total)
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Price them high ($100 each, or tiered bundles: 1 for $100, 3 for $250, 7 for $500)
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Prize = Choice of dream trips (like Tuscany, Greece, or the Caribbean)
“Younger donors love gamification,” Dean said. “And with consignment travel packages, you can offer incredible options at zero upfront cost.”
Sell tickets both online and in person — even to supporters who can’t attend. BetterUnite’s raffle feature makes it seamless for remote participants to join.
And for the grand reveal? Spin the BetterUnite Raffle Wheel.
Anne grinned as she described it: “It’s our built-in randomizer. Every ticket buyer’s name appears on a digital spin wheel, updated live — complete with music, colors, and confetti. Guests love it.”
Dean agreed: “When that wheel spins, the room goes wild. It’s pure fun — and pure trust.”
Bonus Round: Fun Games That Drive Engagement
If your team has the bandwidth, Dean recommends sprinkling in light gamification for engagement — not to replace your main revenue streams, but to add energy.
Popular options:
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Heads or Tails: Guests buy beads, stand up, and guess coin flips — winner takes a prize.
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Wine Pulls or Sake Pulls: Each bottle is wrapped; pay to pick and reveal.
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Rock-Paper-Scissors Tournaments: Quick, funny, competitive — perfect for mingling crowds.
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Trivia Rounds (Truer Ballyhoo): A Dean original — combining laughter, learning, and giving.
“Just don’t overload your night,” Dean warned. “You’re not a school carnival. Aim for one side game, not six.”
Partnering with Pros (and Platforms That Get It)
A great gala doesn’t happen by accident. It’s the product of:
That’s why Dean partners with BetterUnite, an all-in-one fundraising software built for nonprofits — offering ticketing, check-in, auctions, raffles, live giving, guest management, and CRM, all in one place.
“BetterUnite is built by people who get it,” Anne shared. “We’re constantly innovating based on client feedback — because better tools mean better fundraising.”
Final Thoughts: Hope, Humor, and Heart
For Dean, it all comes down to connection.
“I’ve been on stage 30 years, but fundraising is the most fulfilling thing I’ve ever done,” he said. “When guests raise their paddles, they’re not buying — they’re believing in something. That’s what makes this work magic.”
Anne nodded. “That’s what BetterUnite is about — helping you create more of those moments.”
So as you plan your next gala in Austin, Atlanta, or anywhere your mission calls home, remember Dean’s winning trio:
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🎯 Paddle Raise – Lead with emotion
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🎤 Live Auction – Curate with data
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🎟️ Golden Ticket – Gamify generosity
Put them together, and you’re not just hosting a gala. You’re building community, celebrating hope, and fueling your mission — one paddle, one smile, one raffle spin at a time.
Ready to elevate your next gala?
Schedule a demo with Anne here https://www.betterunite.com/requestdemo or email sales@betterunite.com.
Learn more about Dean’s work at mybenefitauctioneer.com.
