Bidding for Good: Fundraising Auctioneer Fred Northup, Jr.

Fred Northup, Jr., works auctions big and small.

Jason Redmond

Bidding for Good

Learning tricks of the trade from fundraising auctioneer, emcee & comedy improviser Fred Northup, Jr.

written by Corinne Whiting | photography by Jason Redmond

Fred Northup, Jr., put on his first magic show at the age of 4. It's no wonder, then, that the 46-year-old continues to thrive in the spotlight.

These days, the natural-born entertainer fills roles that surpass merely keeping an audience’s attention. As one of Seattle’s most prolific fundraising auctioneers and emcees, Northup helps raise more than $20 million annually for nonprofits locally and across the country.

When discussing his winding life path, Northup looks to his first influence—his father, who was dean of Seattle’s Saint Mark’s Episcopal Cathedral. “I’ve always grown up around philanthropy and approaching life with the realization that we should be involved in things that go beyond ourselves,” Northup said. With this early exposure to community service, he looked up to his dad as “a person who could use his persona as a means to enact social change beyond the walls of Saint Mark’s.”

The Story Unfolds

Northup attended New York University’s film school, and while there got an internship (and then job) at Saturday Night Live. After graduating from NYU, he headed west for a position at Warner Bros. Television. Then, in what he thought was a temporary move to play drums with his band, he landed in Seattle. But he fell in love with the city—and into a job with Microsoft’s emerging video game and online entertainment group. It was here he discovered nonprofit Seattle Works. “Microsoft is a very philanthropic company,” Northup said. “They made it very easy for me to find charities I love.”

In Seattle, Northup also started performing with the Unexpected Productions improv comedy group in Pike Place Market. When Seattle Works asked if he’d emcee a fundraiser, he felt well-equipped, but assumed it would be a one-time affair—until an auctioneer from the Stokes Auction Group (Brady Hammrich) referred Northup to Jeff Stokes, who took him under his wing. As he was sent out on more emcee gigs, he realized successful events combine three things he values greatly—storytelling, engaging an audience and focusing on philanthropy.

Stokes encouraged Northup to attend the Western College of Auctioneering in Billings, Montana, where he joked he was one of only a few students without a rodeo belt buckle. “I learned a lot there, but I soon realized that my background in comedy improvisation coupled with my background in production and storytelling would really differentiate me from the other auctioneers in town,” he said. Northup had initially envisioned himself as a “livestock-style auctioneer in the charity world,” but he had a breakthrough once he became more relaxed onstage. He found that when he leaned on his improv training to engage with the audience, it felt more fun for them—and more authentic for him.

Stokes encouraged Northup to attend the Western College of Auctioneering in Billings, Montana, where he joked he was one of only a few students without a rodeo belt buckle.

Forging a New Path

Northup encourages bidders during the Seattle Symphony Opening Night Concert & Gala.

Brandon Patoc/Courtesy of Seattle Symphony

Northup discovered he could have a greater impact if he worked with the organizations in advance. Since he wanted to consult directly with the nonprofits, he made the tough decision to leave the Stokes Auction Group. “To me,” Northup said, “The consulting is as fun and important as the work I do onstage.”

Clearly Northup was on to something, as the nationally known talent now finds himself in the spotlight a hundred-plus nights a year. Emcee clients range from Microsoft and Starbucks to Boeing, Amazon and Zillow. He auctioneers more than eighty fundraisers annually, with repeat clients such as Fred Hutchinson Cancer Research Center, Special Olympics, Susan G. Komen for the Cure and March of Dimes. Since the workload is so big, he has three team members who do an additional thirty or more annual fundraisers, all of which Northup consults on. He intentionally chose colleagues with theater backgrounds and “personable and authentic” auctioneering styles.

Northup said no organization is too small—in fact, he loves the contrast between intimate rooms where he can make eye contact with every donor and those “big shows” with high-tech AV and giant production teams. He’s shared the stage with superstars such as John Oliver, Harry Connick Jr., Julianna Margulies, Jimmy Chin, Buzz Aldrin, Ciara and Russell Wilson. He’s also emceed alongside his wife, paying tribute to one of the Northwest’s most legendary couples. “Everything I do,” he said, “I owe to Dick and Sharon Friel,” referring to the charity auctioneers who together raised more than $300 million for nonprofit agencies.

Among the thousands of items Northup has auctioned off, he recalls an autographed Jimmy Page guitar at a benefit for the Museum of Pop Culture ($110,000). Then there was the American flag that had taken a ride to the moon, donated by Neil Armstrong’s son at a Museum of Flight fundraiser ($140,000). And, of course, he can’t forget the pie donated by an elderly woman named Elma at an event for Hospice of the Northwest. In the end, two donors split the pie ($30,000) and doled out slices to the crowd for $500 apiece—that one delicious baked good ultimately raised $36,000.

Creating Magic

In the leadup to an event, Northup dedicates himself to understanding each organization so he can speak authentically and passionately about what it does. “They all do so much behind the scenes that we don’t know about,” Northup said of his clients, which range from The Mountaineers and The Museum of Flight to the Woodland Park Zoo. And since each event is so unique, he can easily separate them in his mind. The weekend before we chatted, one event had raised $140,000 and another $2 million—and each was drastically different in execution, politics and donors.

The typical auction books one year in advance. Northup encourages clients to contact him as often as needed, to discuss topics from vendor selection and paddle-raising strategies to donor development. Other groups, he explained, already have those details dialed in and want to look at high-level storytelling, focusing on how to craft a narrative that moves donors to give.

Northup’s performances are always complemented by his wardrobe, tastefully coordinated to the mood and theme. Northup has “several closets of suits and tuxedos,” and an equal number of bow ties to fit most any occasion. (Envision options from a classic black tux to a whimsical Pac-Man suit.) He might wear a bow tie featuring musical notes to the symphony, fish to the aquarium or hearts to the Celebrity Waiters Luncheon, one of Seattle’s most successful daytime auctions for more than three decades.

Northup has several closets filled with suits, tuxedos, bow ties and other finery perfect for all occasions.

Jason Redmond

“Go” Time

Northup considers his job no different than an actor with a script that must be dutifully rehearsed. He’s always been enthralled with the behind-thescenes aspect of any production, and aims to make the end result appear effortless. “I know what goes into telling this story,” he said. “I can make it look easy, but I’ve put in countless hours in advance to make it look easy.”

He’s aware of what works during the bidding process, too—“When to follow certain rules and when to break them,” he said. “I have this innate ability to know when I can get an item to take off again,” reflecting on his power to read the audience and decide how far to swing the pendulum.

“My improv background is as critical to who I am as an auctioneer as anything else, because it allows me to adapt to different rooms and different energies,” he said. “It also allows me to always have this calm confidence that I think you need from the person who’s onstage.”

When asked about having such an “on” profession, Northup said that, similar to anyone in a public-facing position, “you just have to do your job, smile and execute.” He added, “Like many performers, I’m an introvert who gets paid to hold the mic and entertain a lot of people.” On event days, he’s typically quieter as he mentally prepares. He’s been performing and playing in the band a few times a week for more than twenty years. “My body naturally quiets itself in the lead-up to the event, so when I’m onstage, I can have great energy.”

He’s also intentional about self-care—choosing to eat well, exercise and refrain from doing dangerous activities that might cause injuries. “Once onstage,” he said, “I’m so present and in the moment with the energy of the room—I don’t ever have a time where anything that happens before the event is apparent at the event.”

The End Goal

“I take doing a good job very, very seriously,” Northup said. “I want to make it really fun and create an environment where people want to give.” He aims to genuinely represent the brand and tell a story that leaves people thinking, “Wow, we really made a difference tonight.”

Northup is also quick to highlight that he’s part of a great collaboration and backed by an army of behind-the-scenes support. “It’s not the Fred Northup show.” It’s all done in the service of the organization. “It’s my job as a storyteller,” he said, “to transform transactional donors into philanthropic donors.”

“I take doing a good job very, very seriously. I want to make it really fun and create an environment where people want to give.”

“I have an amazing job because I get to be right at the center of helping people support organizations that are really important to them.” He imagines his role must feel similar to that of a symphony conductor, who’s surrounded by beautiful music. In that same way, he explained, he’s immersed in a joyful, philanthropic environment, driven by those hoping to create a better world.