Sherry R Truhlar, BAS, CAI, CMP

Red Apple Auctions Co.
PO Box 6066
Arlington, VA 22206
Benefit & Charity


Red Apple Auctions works with savvy Auction Gala Chairs who want to run a more profitable, engaging fundraising auction.

Founder Sherry Truhlar grew her company from scratch and now supports thousands of benefit auction volunteers with auctioneering and consulting services.

A prolific writer and speaker, her advice has been shared in dozens of established publications (e.g. The NonProfit Times, The Washington Post Magazine, Martha's Vineyard Times, Chicago Tribune, Florida’s Sun Sentinel, Missouri Meetings & Events, etc.). 

She regularly speaks at regional fundraising conferences and has offered her insights on podcasts like Successful Nonprofits and Nonprofit Spark.  In 2014 she collaborated to publish, "The Essential Fundraising Handbook for Small Nonprofits," where she wrote about silent auctions.

If you’re planning a fundraising auction, get started with this free resource.  The annual Auction Item Guide ($29 value) reveals the top-rated items sold in benefit auctions across the USA the prior year. Claim your copy at 


Personal Biography

After working as a plus-size fashion model for seven years and advancing on the corporate track (most recently for General Electric) for over a decade, Sherry reconsidered her career choices.  Today she's the award-winning benefit auctioneer at Red Apple Auctions, a boutique firm she founded to guide Auction Chairs in setting new fundraising records for their charity auctions.

An expert in all-fundraising-auction-topics, she regularly shares ideas and tips to improve live auctions, silent auctions, Fund a Needs, sponsorships, underwriting, school-specific auctions, registration, checkout, and many other benefit auction topics. 

Sherry has multiple degrees (BS, BA, MA) and certifications (CMP, BAS, CAI), but it is her boundless energy, creativity, and expertise that is most cited as best serving her clients.

Our Mission

Since its founding in 1958, the mission of the Virginia Auctioneers Association (VAA) has been to promote the professionalism of auctioneers and auctions through education and technology.

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