In 2009 Roy Hall was a 3rd year player in the NFL and was keen to use his position and platform to make a difference. "As a sporting celebrity ‘paying it forward’ is important and makes a difference in my community."
Roy joined forces with his Ohio State University friend and fellow football player Antonio Smith to create a football camp. At one training session they met a woman in her late 60s with five young boys, from 9 to 15 years old. She shared the story of how she came to be looking after her five grandchildren after their mum was sent to prison and their father had died. Providing food, housing, and financial stability in this situation was tough and Antonio and Roy decided to help.
From NFL Impact to Community Change
Roy Hall turned legacy, leadership, and a few LEGO bricks into a fundraising engine. Now it’s your turn — launch an auction that gives your mission the platform it deserves.
Launch Your Mission AuctionNFL Wide Receiver Roy Hall Uses Online Auctions to Raise Funds in Fight Against Hunger and Dependency
“All we had created at this point was a football camp – after this encounter we started to focus on basic human needs to combat poverty and build hope. One in five children and one in seven people in Ohio struggle with hunger,” says Roy.
Roy himself was raised by his single mum and understood the hardships some families were facing in Cleveland. His mum worked two jobs and they had to ask extended family members for financial help again and again over the years: Bills, eviction notices and threats of debt collection were piling up.
The Driven Foundation
Fast forward: Since 2009 the Driven Foundation has provided over 1 million pounds of free food to over 8,000 families, distributed 2,500 backpacks with school supplies to students in need, and leads 12 youth development and character-building programs throughout Ohio.
Additionally, their powerful speakers travel around the country, helping audiences reach their goals and add value to their teams through their ELITE leadership and discipline strategies. Today, they partner with leaders and innovators in every industry, from Fortune 500 companies to youth groups to make a difference.
Roy also hosts a self-improvement podcast that is well worth a listen. You can find episodes on iTunes as well as your favorite podcast app.
The Challenge
Before the pandemic the Driven Foundation had undertaken a small number of fundraising activities through small scale offline events, but the virus brought those to a standstill. “With over 40,000 non-profit organizations in Ohio, all competing for donations, it’s hard to compete and to find new ways of enabling people to make meaningful donations,” Roy says.
However, Roy found a perfect solution: When he wondered what good he could do with his children’s abandoned Lego bricks and looked into online auctions, he found CharityAuctionsToday.com. Roy signed up and quickly created the “Driven Foundation LEGO Auction to Feed Families”.
“Charity Auctions Today levels the playing field, because it’s now possible to send contributors and supporters to a dedicated site, where they can easily bid on things they’d love to have. It’s a really simple way to raise funds.”
The Result
Roy sold all his LEGO bricks. But more importantly, he raised much needed funds and has created a new way for supporters to donate their own items to the Driven Foundation’s online auctions.
The platform is designed to be easy to use, quick to upload content and integrates with Stripe, enabling people to bid and donate via credit card. And, because the platform allows people to make donations without having to bid on an item, it provides additional fundraising opportunities.
Charity Auctions Today has proven to be the perfect partner for The Driven Foundation, providing a new platform for the former NFL fundraiser's organization to raise awareness, and provide supporters with opportunities to contribute to the organization’s work.
With a simple user interface, social links to share and a credit card integration, the platform is now an integral part of the organization's fundraising strategy.
“I was really impressed with the donations aspect of it. At first, I was not aware that it was possible to make a donation without bidding on an item. I loved how easy it was to create your own auction site and I was impressed with the way I can add my own sponsors.”
Frequently Asked Questions
Who is Roy Hall and what does this case study cover?
This case study highlights how Roy Hall’s team used modern fundraising tools—online auctions, mobile giving, and social promotion—to engage supporters, streamline giving, and grow event revenue while keeping volunteer workload manageable.
What core fundraising challenge did Roy Hall’s team want to solve?
The team needed a way to reach supporters beyond the room, simplify bidding and checkout, and convert casual followers into donors—without adding complex tech or heavy staffing.
What fundraising solution did they implement?
They launched a mobile-first auction and donation experience with wallet pay, QR codes, outbid alerts, and a streamlined catalog—paired with a short social/email campaign and ambassador sharing.
Why was a mobile-first approach important for this campaign?
Most supporters discovered the auction via phone. Mobile-first pages, wallet pay, and QR entry reduced friction—making it fast to register, bid, and donate in just a few taps.
How did Roy Hall’s team approach auction item curation?
- Focused on experiences and local access that supporters can’t easily buy elsewhere.
- Kept the catalog tight to concentrate bids and avoid dilution.
- Used clear, benefit-led descriptions with “what’s included” and restrictions.
What bidding settings helped maximize participation and final prices?
- Starting bids at ~30–50% of fair market value (FMV).
- Simple increments (about 5–10% of FMV) to keep momentum.
- Optional Buy-It-Now for quick, high-confidence closes.
How did they handle last-minute bid “sniping” online?
They enabled an auto-extend rule so late bids added a short time window, keeping the competition fair and improving closing prices.
What registration and alert features increased engagement during the auction?
A short registration form, optional SMS alerts, and “watch” lists brought people back with outbid and closing notifications, boosting activity at key moments.
What did the promotion cadence look like for this campaign?
- Preview period with top-item teasers and early registration link.
- Launch blast across email and socials with a trackable short link.
- Final 72-hour countdown with daily reminders and item spotlights.
Did ambassador sharing make a difference in results?
Yes—board members, volunteers, and partners received a share kit (images + 1–2 sentence caption + short link). Their combined networks attracted new bidders who otherwise wouldn’t have attended in person.
How did the team blend in-person moments with the online auction experience?
- QR signs at entry, tables, and stage slides to onboard quickly.
- Live shout-outs about closing times and match moments.
- Staffed “mobile help” table for fast registration and tech support.
What practices simplified checkout and fulfillment for winners and donors?
Instant winner notifications with payment links, clear pickup/shipping options on each item, and digital certificates for experiences reduced lines and post-event admin time.
Which KPIs showed the campaign was working during the run?
- Bidders registered per day and % items with multiple bids.
- Bids per item and watchlist counts on featured lots.
- Outbid alerts sent and conversion from alerts to new bids.
What best practices emerged from Roy Hall’s case study that others can use?
- Keep the catalog curated—quality beats quantity.
- Enable mobile wallets and auto-extend to raise final prices.
- Plan a preview, launch, and closing cadence; use ambassadors.
How did storytelling factor into donor engagement for this campaign?
Short, authentic impact stories with faces, quotes, and clear “what your gift does” lines helped convert interest into bids and donations—especially in final-hour posts.
Were accessibility and inclusion considered in the online experience? (General information)
The team prioritized high-contrast text, captioned video, alt text where applicable, simple forms, and multilingual basics to welcome more supporters. This is general information, not legal advice.
Can other nonprofits copy this playbook even if they’re small or new to auctions?
Yes—start with a small, high-demand catalog, use mobile-first pages and QR onboarding, recruit a handful of ambassadors, and follow a simple preview→launch→countdown cadence.
What happened after the auction—how did they keep momentum going?
- Shared results and gratitude within 48 hours.
- Highlighted sponsor/partner support and delivered promised benefits.
- Invited supporters to the next campaign or monthly giving option.
Any compliance or receipt considerations for bidders and donors? (General information)
Provide receipts that state the item purchased, amount paid, and whether goods/services were received (and FMV when applicable). Policies vary; this is general information, not tax or legal advice.
What’s the single biggest takeaway from the Roy Hall case study?
A focused catalog plus a mobile-first experience, clear closing strategy, and ambassador-powered promotion can lift participation and revenue—without adding complexity for the team.
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