Silent Auction Raises £32,000 at a Live Rugby Match

Overview

In 2026, a leading rugby organisation hosted a high-profile fundraising event at Villa Park, bringing together supporters, players and partners to raise funds for a number of important charitable causes. The event formed part of a wider fundraising initiative designed to generate significant support both on and off the pitch.

The primary goal was to maximise fundraising through a combination of digital and in-person engagement. By integrating an online auction alongside activity within the hospitality areas, the event aimed to increase participation, drive donations and create multiple opportunities for guests to contribute.

To achieve this, the organisers required a seamless online auction platform, on-the-ground fundraising support and effective materials to engage guests throughout the venue. Impulse Decisions delivered a tailored solution, providing SliderStock online auction services, printed auction brochures and experienced event support to maximise fundraising before and during the event.

The Solution

To support the fundraising objectives of the event, Impulse Decisions implemented a multi-channel auction strategy designed to engage supporters both before and during matchday.

Sliderstock

Ahead of the event, supporters were invited to participate in an online auction hosted on SliderStock, Impulse Decisions’ bespoke fundraising platform. The auction provided an accessible way for supporters to browse and bid on exclusive experiences and prizes prior to arriving at Villa Park, helping to build engagement and generate early fundraising momentum.

The platform allowed bidders to participate remotely, ensuring fundraising opportunities extended beyond those attending the event in person.

Auction Brochures

On matchday, fundraising activity continued across the hospitality areas of the stadium. Printed auction brochures were distributed throughout private boxes and premium hospitality spaces, allowing guests to browse and bid on a carefully selected range of auction items during the event.

This approach created additional touchpoints for fundraising throughout the day and ensured guests could engage with the auction at their convenience.

Event Support

Alongside the online auction and printed materials, the Impulse Decisions team provided on-the-ground fundraising support throughout the event. By engaging with guests across the hospitality areas, the team helped raise awareness of the auction, showcased featured lots and guided attendees through the bidding process where required.

This hands-on support ensured strong visibility for the auction while maintaining a seamless guest experience, helping to maximise participation and fundraising throughout the event.

The results

The combination of digital and in-person fundraising activity helped deliver an outstanding result for the organisers and their chosen charitable causes:

Over £32,000 Raised

The event generated more than £32,000, demonstrating the effectiveness of combining online and hospitality auction formats.

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Increased Audience Engagement

Multiple opportunities to participate helped supporters engage before the event and throughout the matchday experience.

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Seamless Multi-Channel Fundraising

SliderStock and hospitality materials created a consistent fundraising journey across digital and in-person channels.

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Proven Sporting Event Expertise

The event demonstrated Impulse Decisions’ experience delivering fundraising solutions for major sporting occasions.

Why Online & brochure Auctions Work Together

Combining online and brochure auctions allows organisers to maximise fundraising opportunities by engaging supporters at multiple stages of an event.

Online auctions create early engagement and extend fundraising beyond those attending in person, while brochure auctions provide additional opportunities for guests to contribute during the event itself.

When delivered together, these fundraising methods can significantly increase participation, bidding activity and overall fundraising revenue.

Frequently Asked Questions

How do online auctions support fundraising events?

Online auctions allow supporters to browse and bid on auction lots before an event takes place, helping to increase participation and generate fundraising momentum ahead of the main event.

What fundraising activities work best at sporting events?

Auctions are one of the most effective ways to generate additional revenue at sporting events. Combining online auctions, silent auctions and event-day fundraising activities allows organisers to engage supporters at multiple stages of the event and maximise fundraising potential.

How much can a fundraising auction raise?

Fundraising results vary depending on many different factors, including audience size, event format and auction prizes. However, combining digital and in-person fundraising methods can significantly increase overall revenue and supporter engagement.

What types of prizes perform best at sporting fundraising events?

Exclusive experiences, sporting hospitality, travel packages, signed memorabilia and once-in-a-lifetime opportunities are often among the strongest-performing fundraising auction items.

What are the benefits of using an online auction platform?

Online auction platforms make it easy for supporters to participate, place bids and receive updates, helping organisers increase engagement while simplifying event administration.

How do auction brochures support fundraising?

Auction brochures provide guests with an easy way to browse available lots and participate in fundraising activities throughout an event, helping to increase visibility and bidding activity.

What support does Impulse Decisions provide at fundraising events?

Impulse Decisions provides a complete fundraising solution, including online auction technology, auction management, event support, prize sourcing and fundraising expertise to help maximise results.