Planning a live auction for your nonprofit? An engaging auction catalog is key for getting supporters excited about bidding.

A well-designed charity auction catalog highlights your top auction items with eye-catching visuals and includes essential details that help guests bid confidently and competitively. It also gives attendees the chance to explore your offerings at their own pace before the fast-paced live auction kicks off.

To help set your nonprofit’s next event up for success, this guide will cover the following:

While some nonprofits hire professional designers, creating your own auction catalog is the more budget-friendly route. That’s why our team at Winspire has developed a free auction catalog template to help you design a polished, effective catalog that maximizes fundraising success. But first, let’s review the purpose and core elements of this resource.

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Auction Catalog Design FAQ

Whether you’re new to charity auctions or just need a refresher, we’ve answered some common questions about auction catalogs below. From defining their purpose to determining how many items to include, you’ll find helpful insights to guide your design process.

What is a charity auction catalog?

A charity auction catalog is a printed or digital booklet that showcases the items up for bidding at your fundraising auction. It provides prize descriptions, images, and other key details to help guests make informed decisions and get excited about participating.

Creating a catalog builds anticipation, encourages attendees to make informed bids, and enhances the overall event experience—all of which contribute to greater fundraising success.

This auction catalog template example shows two to three items per page with concise, bullet-point descriptions.

Should I design a catalog for every auction my organization hosts?

Not necessarily. Auction catalogs work best for in-person live auctions, which typically feature a shorter list of items finalized well before the event compared to silent auctions. Silent auction guests tend to engage more when viewing in-person prize displays rather than reading a catalog at their seats. Meanwhile, virtual auction participants typically prefer browsing items directly in your event platform rather than going back and forth between the platform and the catalog.

Instead of a catalog, silent and virtual auctions benefit from well-designed bid sheets. These should clearly list the item’s name, tracking number, and contributor above the bidding chart, along with a description of everything the winning bidder will take home. This is especially useful for gift baskets and other bundled prizes, so bidders know what exactly they’ll receive if they win.

While auction catalogs are formatted as booklets, bid sheets are placed near individual items. Bid sheets tend to be lower effort since they require minimal design and formatting work.

A table comparing the purpose, format, content, distribution, and effort needed for charity auction catalogs vs. bid sheets.

If your event includes both a silent and live auction, consider featuring a few standout silent auction items on a separate page in the catalog, so supporters know which items they can bid on in each segment of your event.

How many auction items should I showcase in my catalog?

Keep your auction catalog to a reasonable size by including a maximum of 15 items (which is also a good total number for a live auction, given timing). Make sure to feature the items that will drive the highest bids or require extra details for bidders. For instance, you should likely list the individual items included in a prize bundle or detail the various elements of a vacation package.

From a visual perspective, include two or three items per page. This provides enough space for concise item descriptions, bullet points to improve readability, and compelling photos.

Should I include the item value in the catalog?

It depends. Listing values can help guests place reasonable bids on unique items like artwork or celebrity memorabilia. But for one-of-a-kind experiences or symbolic perks that are harder to quantify (such as dinner with a famous person or a park bench bearing the donor’s name), it’s often better to skip them, as these items may be seen as “priceless.”

The debate also extends to standard items. Omitting values can drive up bids but may raise questions around charitable deduction compliance for supporters who want to claim their purchases as deductions when filing their taxes.

To give you flexibility, Winspire’s auction catalog template includes spaces for item values that you can keep or remove based on your needs.

Essential Elements of a Charity Auction Catalog

Charity auction catalogs often double as event programs, giving you a prime opportunity to reinforce your cause while showcasing auction items. In addition to item descriptions, an effective catalog provides context, structure, and storytelling. Key elements of an auction catalog include:

These essential elements of a charity auction catalog are written below.

  • A cover page featuring your logo, color scheme, and other standard nonprofit branding elements to give the catalog a professional look. This sets the tone for the event and reinforces your organization’s brand from the start.
  • A welcome letter from your executive director, board chair, or another leader at your organization. It’s a chance to personally thank guests and highlight the impact of their participation.
  • An event introduction and agenda to ensure participants know what to expect. A clear schedule helps attendees plan their evening, stay engaged, and avoid missing the start of the live auction.
  • Your organization’s mission statement and a brief description of how the funds you raise during the auction will contribute to your cause. This reminds supporters why their bids matter.
  • A list of your auction items, each accompanied by a photo and description. Visuals and details make items more appealing and help bidders make informed decisions.
  • Acknowledgments, including recognition of your event sponsors. This shows appreciation and encourages future sponsorships.

Remember that the main point of an auction catalog is to showcase the items you want supporters to get excited about bidding on. The item list should be the largest section of your catalog, with the other elements supplementing that section.

Choosing an Auction Catalog Format

Along with determining the structure of your auction catalog, you also need to choose the right format for distribution: print, PDF, or interactive digital. Each option has benefits depending on your audience, resources, and event style.

A comparison between the different types of charity auction catalogs

Print Catalogs

Print catalogs serve as tangible keepsakes of your event, and they’re often more accessible for older guests. They double as an event program and offer a polished way to showcase your auction items.

If your budget allows, print one catalog per attendee, or at minimum, one for every two guests plus some extras. For example, a 200-person auction would ideally have 200–210 catalogs, though 120 might suffice on a tight budget.

Keep in mind that professional printing adds cost, and DIY printing requires time, staff effort, and supplies. Still, the lasting impression of a high-quality print piece can be well worth the investment.

PDF Catalogs

PDF auction catalogs are an accessible, budget-friendly option that eliminates printing costs and works well for both in-person and virtual audiences. Save the final version of your catalog as a downloadable PDF, upload it to your website, and use a QR code or email link to share it with attendees.

PDFs preserve your catalog’s formatting and can be viewed on any device. They’re also a great way to start promoting your auction before the event even begins.

Interactive Online Catalogs

Interactive digital catalogs offer a dynamic experience with clickable links, embedded videos, and real-time updates. This format is especially useful for virtual and hybrid events.

You can use design platforms like Canva to create these, but the easiest option is to use online auction platforms that offer interactive digital catalogs. While this format doesn’t provide attendees with a tangible keepsake, many supporters—especially younger ones—will appreciate the added functionality and convenience that static formats can’t match.

Winspire’s Auction Catalog Template

To make creating your auction catalog even easier, Winspire offers a free auction catalog template designed specifically for nonprofit events. This template includes customizable sections for all of the elements we covered earlier, including everything from a cover page to item descriptions to sponsor recognition.

Our auction catalog template helps you produce a polished, professional-looking catalog without the need for a graphic designer. By using our template, you’ll be able to:

  • Create a shopping experience: Donors appreciate a polished presentation. A professional catalog makes it easy for guests to browse auction items at their own pace, increasing the likelihood of thoughtful and competitive bids.
  • Educate donors: When supporters know exactly what they’re bidding on and if there are any restrictions on certain items’ use, they’ll be more confident placing higher bids. Clear item descriptions reduce uncertainty and build trust.

Whether you’re planning to print your catalog, distribute it as a PDF, or convert it into an interactive format, the template gives you a strong starting point. Download it to streamline your planning process and maximize your fundraising potential!

Create a professional auction catalog with Winspire’s customizable template. Download your free template.

Wrapping Up: Additional Resources on Auction Planning

With the right template and smart design choices, your organization can build a charity auction catalog that draws attention, drives engagement, and increases bids. While the tips in this guide offer universal best practices, you should tailor your catalog to reflect your nonprofit’s goals—whether that means showcasing your mission, reinforcing your brand, or choosing a catalog format that fits your audience.

Winspire’s fundraising experts are here to help you highlight your top auction items and create a seamless event experience. To dive deeper into creating an effective catalog, be sure to download our free auction catalog template and explore these additional resources:

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