How did you get your start in fundraising?
I’ve been a professional singer, actress, and stage performer for most of my life. One evening in 2016, I attended a fundraising event as a guest for UCSF Benioff Children's Hospital.
The benefit auctioneer that evening was so compelling! Entertaining, hilarious, quick-witted, and genuine—whether people were bidding or not, he had everyone's full attention, which I’d never seen in an auctioneer before.
I turned to a friend and said, "That looks like so much fun! How do I get that job?!"
Photo credit: Ellen Toscano
As fate would have it, just one week later, I was hired as the singer at an Old-Hollywood-themed fundraising event where I wore one of my signature full-sequined outfits.
It caught the eye of an extremely well-known female auctioneer who approached me to ask if I’d ever considered a career in auctioneering.
I soon realized I could use my musical and entertainment abilities to help nonprofits raise even more money and engage donors in a fun, unique, and memorable way.
Thus, The Singing Auctioneer was born!
What sets you apart as a benefit auctioneer?
I'm often asked what my role is in the nonprofit organization. I become so invested in the planning and mission that people think I actually work there!
The name says it all! I love incorporating songs into almost all of my events. One of my favorite ways to do it is as a surprise during the "Fund-A-Need."
When bids slow down at the $1,000 level, I’ll say something like, "If we can get 5-10 more donations at this level and raise an extra $5,000-$10,000, I have a very special song prepared that I would love to sing for you!"
Sometimes the song will be a cover whose lyrics align with the event or a duet with someone connected to the organization. I even open some events with a fully custom song that aligns with the nonprofit's mission!
Beyond the stage, I've always been deeply connected to my audiences and invest a lot of time and energy into my client's mission. I sometimes begin the consulting process with nonprofits more than a year before their event date.
I'll spend countless hours researching each organization, examining data from their previous galas, reviewing their year-after-year statistics as an org, and carefully crafting each individual event's script.
As a Reiki Master Teacher, my practice also allows me to read the room and connect to people on a deeper, more meaningful level.
I've been told that my energy on stage is "captivating," "mesmerizing,” and “genuine.” I'm often asked what my role is at the organization—I become so invested in the planning and mission that people think I actually work there!
How does partnering with LuxGive help you raise more for NPOs?
The trips are reputable, already handled, and easy on the donors who win. Plus, the vacation can be sold multiple times which can double/triple/quadruple + the money the nonprofit can raise.
If I have a nonprofit struggling to procure auction items or a fabulous, luxury trip, I ALWAYS recommend LuxGive!
Their Memories of Mexico is one of, if not the best auction consignment vacation package I've ever seen. I also let them know that the reserve price for Memories of Mexico gets discounted even more when they place a 2nd LuxGive experience.
My job is to raise as much money for the nonprofit as possible, so when it comes to auction consignment packages, I'm looking for something that the vast majority of guests would love and that has a big gap between the reserve price and the value. I want my client to be able to net as much as possible.
Additionally, it's VERY easy for me to connect my clients to LuxGive's fundraising consultants and I know they are in excellent hands!
What would you say to nonprofits who are skeptical about using consignment?
I like to share real success stories I've had using LuxGive experiences in my auction. I usually sell them as the last live auction item 4-8 times, in some cases netting over $20k for the org!
There are so many benefits of auction consignment: the trips are reputable, already handled, and easy on the donors who win.
Plus, the vacation can be sold multiple times which can double/triple/quadruple + or more the money the nonprofit can raise.
Any specific success stories come to mind?
Oh, I have SEVERAL! One of the clients I was working with had never had a live auction before so they were very nervous about how the items might sell.
This year was my 3rd year working with them and the first time bringing in a very small live auction of just two items: one donated and the other a LuxGive experience.
I sold the LuxGive trip six times for them during the live auction! At the end, I said, "We have a couple more of these available. If anyone out there wants to secure their luxury vacation for the year while supporting this incredible organization, come and find us at the end of the night!"
We sold 2 more that way for a total of over $22k for the org. They were PUMPED!
Why is hiring a professional auctioneer so important to fundraising success?
Professional auctioneers know how to explain everything clearly, keep up the energy and momentum in the room, and get 100% of the audience's focus when it's time to give.
A trained fundraising professional specializing in benefit auctions will know how to maximize your donor involvement, drive bidding, and generate exceptional returns.
We insist on consulting with each of our clients. We use our professional knowledge and expertise to help with fundraising strategies and event planning and establish a connected understanding of your mission, event, and fundraising components.
Photo credit: Ellen Toscano
Additionally, many benefit auction guests have never attended a fundraising event before and don't know what to expect.
Professional auctioneers know how to explain everything clearly, keep up the energy and momentum in the room, and get 100% of the audience's focus when it's time to give.
With a 99% success rate in achieving—or most often exceeding—our client's fundraising goals, The Singing Auctioneer LLC's professionals "pay for themselves" very quickly.
What is one of your proudest moments in philanthropy?
This is really hard to nail down to just one!
I would say getting the chance to sing with a young "Make-A-Wish" alum for the Make-A-Wish Greater Bay Area event.
I had the opportunity to get to know this amazing young lady before the event and had the honor and privilege of introducing her and sharing her story on her behalf. It was very emotional for me.
We sang the first song (that she wrote!) right before the Fund-A-Need. When we hit the $1,000 donation level, I asked, "How many of you would like to hear her sing again? If we can get just 10 more donations to grant the wish of a child with a critical illness then we'll sing a very special duet for you!"
Those 10 hands went up in the air so fast, I should have asked for 20!
Why is this work so important to you?
I love people, I love helping and serving, I love connecting, and I love performing.
I can't even begin to describe how deeply grateful I am all the time to get to use my heart and my skills in such a way that helps benefit our world and the humans in it so much. It's truly such a gift.
Learn More About Ellen Toscano
💻Website: The Singing Auctioneer
📱Instagram: @EllenToscano
Interested in being featured in our Nonprofit or Partner Spotlight? Send us a request at [email protected]
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