We were lucky to catch up with Kelly Russell recently and have shared our conversation below.

Kelly , appreciate you joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

I believe the current status quo of many events and specifically benefit or charity auctions is that nonprofits just cast a net to invite people to come and learn about an organization’s mission. The attendees may get something in the silent or live auction and if there is a moment that resonates with them during the appeal or fund-a-need, they may give a little money to the cause. This idea also causes the coordinators to want to reduce budgets because they don’t make enough money at their events.

But the truth is that when nonprofits build their events with purpose and creates an experience for their attendees both in person and those tuning in virutally, there is great opportunity for large increases in the revenue raised. This hinges on nonprofits telling stories that resonate with the audience. People comprehend more when the message comes through Storytelling and building your event around that specific narrative that speaks to your audience.

There are also a few key strategies that have been proven over and over again to increase revenue for nonprofit fundraising events. It’s important that nonprofits utilize these strategies alongside their stories to create that experience that resonates with their donor. That’s when the magic happens and profit soar.

I’ll share a story of a local nonprofit that recently took me up on 2 hours of consultation a month before their event. I met with the Executive Director/Founder of the organization who said it would be amazing if they could raise more than last year, in which they made $73,000. We shifted some components of their timeline around. We moved their Appeal/Fund-A-Need forward in the program before the Awards and added a story of a client with a request to give to their work. This one simple shift in their program, along with having an active ask and collection allowed them to raise $150,000 overall in their event.

They added a story of impact. They added an active ask and collection to their program. And they doubled their revenue over last year. They are now looking forward to serving many more clients in their region. The impact is huge for those in need.

Kelly , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

It all started when I went to an event and saw the auctioneer on the stage. The energy was amazing and the crowd was having so much fun. A woman stepped up to sell a couple of items and I knew right then, I was bit by the auction bug. I had to learn more. In 2005, I went to and I graduated from Auction School (yes, those are real). A couple years later I started my own company, Kelly Russell Auctions, LLC later to become Artisan Auctions.

As a Professional Benefit Auctioneer and Fundraising Consultant, my job is to help nonprofits raise record breaking revenue so they can continue their great work. On event night, we want to make your guests feel welcomed, seen and included in the work you do. We want to show gratitude for their generosity and we want it to all be FUN! While I get on stage and bring and energy and excitement as I conduct the live auction with the “fast talk”, I also get to know your organization and work with you to determine your event purpose. We then build the event in the months leading up to your event to make sure your organization shines on event night. We want everyone to know clearly who they are there to support and what impact their generosity makes in the lives of those you serve.

Events are hard to plan. We plan 60 + events a year and are here to help you Maximize Revenue and Minimize Headaches. We keep our fingers on the pulse of what works and help you avoid the pitfalls that drain your resources and energy. As long as we all work towards your north star, you can create an event that feels like magic.

I’m proud to say in the past two decades we have been able to help worthy nonprofits raise over $250 Million dollars towards their great work. To be a part of helping fund communities to go out and provide services is really a priviledge and honor.

For potential clients, I want you to know our team wants to be an ambassador for your work. We want to see you raise more money than you thought you could – hit that stretch goal – because we know you will put that money to good use in our community. I know we can help you raise the money, but we can’t do all the amazing work that you do day in and day out. Please tap into our knowledge so we can help you fund your cause. Most folks don’t like to ask for money. We love it. We get people giving.

How about pivoting – can you share the story of a time you’ve had to pivot?

So there was this time, not so long ago, when there was a worldwide pandemic. Goodness was that ever a time to pivot. I’m in the Live Events Industry and we cannot gather. I thought I was sunk.

But it was time to get creative and that is what I did. Before it even hit our state, I was asking my favorite sound vendor to come up with a backup and we did. We then invited a few more key vendors to the table and we all created Virtual Events.

We did tech runs on how it would all work with all the moving pieces. We found the very best way to conduct virtual events and galas before we launched them professionally. It took a team of colleagues to make it all happen.

I did 91 virtual events in 14 months and was able to help nonprofits continue to raise over $35 Million that they needed to keep their organizations thriving through a global pandemic. We now still use these techniques for virtual and hybrid events.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe my reputation is built on performance (not to toot my own horn), but I strive to always give my best on stage because I know that others lives can depend on it. Truly. Some of the nonprofits with whom I work are saving peoples lives and if I can raise enough to get that new live saving technology…or maybe help a survivor find a safe place to move with their children. There are so many worthy nonprofits that are working to save people.

I also believe my reputation is built on creative strategy and impact. I bring new ideas to events so they can broaden their reach. We do hybrid events to help folks reach out to those who cannot be onsite but want to support the work. We plan events that focus on the nonprofits purpose for that event to bring greater awareness to the work and a bigger impact to their fundraising.

Lastly, I think my reputation is built on community. I have a community of amazing leaders around me that I learn from, share with, and collaborate with. Because as the saying goes, “As the tide comes in all the boats rise.” Sometimes we are the boat receiving the help. And sometimes we are the tide, lifting others up. Don’t forget to do the latter. It’s so important.

Contact Info:

• Website: https://www.artisanauctions.com
• Instagram: @artisan_auctions
• Facebook: @artisanauctions
• Linkedin: @artisanauctions or @kellyrussell
• Youtube: ArtisanAuctions

Image Credits

Andie Petkus Photography
Christine Campbell, AV Dept
Heidi Visionography
Shot by Somi
Jacob Felix