cMarket has published a report on bidding behavior in online fundraising auctions. The company surveyed over 1,000 auction participants to learn how non-profit organizations can increase their fundraising success.

cMarket said travel, sports and entertainment are the three hottest item categories, generating the most bid activity and largest net revenue to charities. Celebrities are also "hot," the company said.

Women are the vast majority of bidders for online fundraising auctions, making up 71 percent of the total. However, men dominate the "Big Spender" category with an average bid of $933 per item versus the average online bid of $259. The survey classifies "Big Spenders" as making up only 15 percent of the online auction bidding universe, yet those of the people who make the highest bids. Big Spenders spend on travel and art.

Meanwhile, the Big Spender's counterpoint bids low dollar amounts and is looking for bargains, and represents 12 percent of online bidders. The average value of items for this bidder is $131. She is more likely to bid because she "needs/wants an item" and is "looking for a deal." Rather than be motivated by the charitable beneficiary, she is more influenced than others with ease of use and acquiring "great products" - such as dining and entertainment.

The survey notes that the average time online bidders spend in general online on a daily basis is 49 minutes. Survey respondents spend over one third of that time - 16.5 minutes - on a typical online auction visit.

http://www.cmarket.com