Give to the Max Day is Minnesota's largest online giving event held annually. In 2012, it raised $16.4 million from 53,339 donors for 4,381 nonprofits. It features leaderboards, hourly and daily prizes for organizations that raise the most money, and marketing support to promote participation. Nonprofits are encouraged to claim their GiveMN profile, set fundraising goals, and engage donors through social media and other communications.
2. A collaborative nonprofit venture to transform philanthropy in Minnesota by
growing charitable giving and moving more of it online.
An independent 501(c)(3) organization and an affiliate of Minnesota
Philanthropy Partners.
Funded by organizations, foundations, corporations, and individual donors
from across Minnesota and beyond.
Partners with Razoo to provide
creative giving events and
state-of-the-art technology.
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Dana Nelson
Executive Director
Daniel Moore
Development &
Partnerships Manager
Jeff Achen
Digital Strategist
Leona Thao
School Outreach &
Partnership Coordinator
Alsa Bruno
School Outreach &
Partnership Coordinator
Nina Gazel
Nonprofit Outreach &
Partnership Coordinator
Olivia James
Nonprofit Outreach &
Partnership Coordinator
Your GiveMN Team
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Started in 2009 as a launch event for GiveMN
The Great Minnesota Give Together
Now, the biggest online giving event in the world
Raised $16,391,905 in 2012
• 4,381 Organizations
• 53,339 Donors
History
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• Give to the Max Day has made GiveMN/Razoo one of the leading online
giving portals (Razoo has facilitated over $150M in donations, half of which
is through GiveMN.org!)
• Give to the Max Day involved significantly more nonprofits, schools and
more donors than similar community-based events
2012 Results
Total Dollars Given: $16.4M
Total Number of Donors: 53,339
Average Gift Size: $241
# of Nonprofits Benefitting: 4,381
Average Gifts per organization: $2,936
2011 Results
Total Dollars to MN Nonprofits: $13.4M
Total Number of Donors: 47,534
Average Gift Size: $227
# of Nonprofits Benefitting: 3,978
Average Gifts per organization: $2,720
History
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Leaderboard Structure
Based on Guidestar Data and ZIP Code
All Nonprofits & Schools
Medium Nonprofits
(Revenue between $100,000 and $1 million)
Small Nonprofits
(Revenue under $100,000)
Greater Minnesota NEW!
(Excluding colleges and universities)
Leaderboard Prizes
Same for Each Leaderboard Based on Dollars Raised
First Place $10,000
Second Place $7,500
Third Place $5,000
Fourth Place $2,500
Fifth Place $1,000
Sixth Place $500
Seventh Place $500
Eighth Place $500
Ninth Place $500
Tenth Place $500
All Orgs
Small
Greater MN
Medium
Prizes
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Hourly Golden Tickets
Donations Drawn Randomly Every Hour
Nonprofit Donation 24 x $1,000
School Donation 24 x $1,000
Super-sized Golden Tickets
Donations Drawn Randomly After 24 Hours
Nonprofit Donation $10,000
School Donation $10,000
Power Hours NEW!
Organization from Each Leaderboard and School
Raising the Most Dollars in Each of Five Power Hours
All Nonprofits & Schools 5 x $1,000
Medium Nonprofits 5 x $1,000
Small Nonprofits 5 x $1,000
Greater Minnesota 5 x $1,000
Schools 5 x $1,000
2:00 – 2:59 a.m.
5:00 – 5:59
5:00 – 5:59
6:00 – 6:59 p.m.
11:00 – 11:59 p.m.
Prizes
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Contests
GTMD Video Contest
Sponsored by Youthprise
“What Is Your Legacy of Change?”
Demonstrate how your
organization supports young
people’s vision for community and
equips them to leave a legacy of
change.
Contest entry period is
Sept. 4 through Nov. 1
Prize pool totaling $20,000
with $5,000 top prize
Details on GiveMN Blog
GTMD Creativity Award
With Association of Fundraising Professionals, MN Chapter
Most Creative Give to the Max
Fundraising Campaign Award
One GTMD campaign that exemplifies
a creative and innovative approach,
differentiated from others, and an
integral part of an overall annual
fundraising plan.
Contest entry period is
Sept. 4 through Nov. 1
Award of $500 presented at National
Philanthropy Day luncheon, Nov. 22
Details on GiveMN Blog
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Other Details
Mall of America Event
Livestream coverage by The
UpTake, broadcast on GiveMN.org
Interviews with nonprofits
Live performances by musicians
Young professionals event
Matching Gifts
Secure a match for your
organization and it will be
highlighted on GiveMN.org
Minimum Donation
$10.00 minimum donation
No maximum gift amount
Shopping CartNEW!
Donors can give to multiple pages
with a single card transaction
Scheduled Giving
Starting Nov. 1, donors can schedule
their gift to be transacted on GTMD
Recurring Gifts
Encourage donors to make their gift
repeat weekly, monthly, or yearly
Fees
A transaction and processing fee of
4.9% is applied to all transactions
100% of a donor’s gift is deductible
11. Public Service Announcements
(PSA) – TV commericals
Minnesota Celebrity Athletes (Janel McCarville – Lynx | Glen Perkins
– Twins | Jeff Locke – Vikings) talking about Give to the Max Day. We
will air these videos on local television stations. You can use the
PSAs on your website too.
TV/Radio/Print – working with Metro and Greater Minnesota media
to cover event and feature prize winners
Nonprofit Toolkit – Email, direct mail, letter to the editor, press
release templates; communication tips; social media guide
Donated media – billboards, online ads, etc.
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Marketing
12. How does GiveMN work?
• All 501 (c) 3 nonprofit organizations are listed on GiveMN
• Information is downloaded from the IRS database from an organization’s 990
• K-12 public schools can register for free to fundraise on the site.
• Over 26,000 nonprofits in Minnesota and over 1.2M nonprofits in the United
States are listed on GiveMN
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13. What is the benefit for Minnesotans?
• Account tracks all online donations on GiveMN – provides giving
history, account summary and an opportunity to set up recurring
donations
• Mobile giving
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14. How do I make the most of GTMD?
Claim Admin Access (If you haven’t already)
Set a goal (how does this fit in your year-end giving
plan?)
Edit Your GiveMN Page & Add Photos or a Video
Find a Match and Offer a Matching Grant
Engage Your Advocates
Create a Communications Plan
Social Media Outreach (#GTMD13)
Create a Thank You Video or Customize a Thank You
Message
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3xPages with photos typically raise
3x more in donations
than pages without
4xPages with video typically raise
4x more in donations
than pages without
18. Tips for Matching Grant Success
Clearly communicate to donors that they must look for the x2
money icon to ensure their donation is being matched.
Ask board members or others to put up a matching gift as their way
of contributing – and then ask them to promote to their
friends/colleagues
If you have multiple matching opportunities, keep an eye on them.
You will want to close a page once the match has been met so that
donors only contribute to current matching opportunities
Consider sending out 3 update emails staggered throughout Give
to the Max Day – providing an update on your progress and
encouraging donors to give throughout the day
Use the match to create a sense of urgency/excitement as part of
your social media outreach
Offline donations can be added under the “Donations” tab, but
don’t count towards the Give to the Max Day leaderboard
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19. Customizing a Thank You Message
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Thank You Video
Videos pop up immediately after a donor makes a
donation.
Thank you message
Add a few lines of text to make the thank you email
more personal.
Consider adding special thank you messages for Give
to the Max Day
22. Creating a Project Page
If you are an admin, your fundraising page will be created as a project.
23. Introducing Scheduled Donations
Starting Friday, Nov. 1 donors can log onto GiveMN and schedule
donations for Give to the Max Day. Donations will be deducted from
their credit card on Nov. 14 and are eligible for all prize categories.
24. Communication Inventory
Your GiveMN Page
Your Own Web Page
Email - personalized as much as possible
Social Media
o Facebook
o Twitter with hashtag #GTMD13
o YouTube
o Blog
Postcards, Letters, & Phone Calls
Local Television, Radio, Newspaper, & Outdoor
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25. Social Media
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Twitter
Hashtag is #GTMD13
Use Twitter throughout the event to encourage donations, show how
donations help your mission and share donor stories
Facebook
Facebook surpassed email in driving of visitors to GiveMN.org on Give to the
Max Day 2012
Use Facebook to connect w/ donor on and prior to Give to the Max Day. Share
your nonprofit’s story, share stories of those you have helped, interact
throughout the day
Consider having a staff member dedicated to your Facebook page for the
event
YouTube
Visit GiveMN’s YouTube channel for how-to videos, promotional videos
Create/promote your own videos on Give to the Max Day and spread those
videos using Twitter and Facebook
Create a customized thank you video
26. Connect offline events
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Flyers/Handouts/QR Codes
Create flyers or handouts using Give to the Max Day logos and
your GiveMN page QR code
Giving stations
Set up computers for your supporters to make donations on
Give to the Max Day
Mobile pledges and donations
Encourage supporters to use their smartphones to visit
givemn.org and make a mobile donation or pledge
Local “Golden Tickets”
Consider hosting local drawings where people register after
they’ve made a donation and pick a name randomly from that
list to win extra money for their cause
28. What happens when
a donor makes a donation?
• The organization’s administrator immediately receives an email
notification which includes the donation amount and the donor’s
contact information (if it is not an anonymous gift).
• The organization’s administrator may access their organization’s donor
report online at anytime. Report includes donor name, amount, date,
donor address, email, designation, source and recurring gifts.
• The donor immediately receives an email from Razoo/GiveMN which
is their IRS receipt . While the email thanks the donor, it is a thank you
from Razoo/GiveMN, not from the organization. We strongly
encourage the organization to follow up with a thank you note shortly
thereafter.
• Donations are paid out the 10th of each month for the prior month’s
donations.
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29. What is the cost?
• Enabled by our strong partnership with U.S. Bank,
GiveMN will apply a flat, simple 4.9 percent on
donations to cover transaction costs – one of the
lowest rates available to most nonprofits and
organizations.
• There are no hidden or other required charges. No
subscription fees. No setup costs.
• We offer Minnesota nonprofits great features and
make it clear how we work and how we can help.
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Video contest: Contest entries due by Nov. 13 min. max lengthA panel of youth and the Youthprise staff will judge the contest. Special consideration will be given to videos that:Are created and submitted in partnership with your organization and youth Feature youth that participate in the organizations programs and servicesDemonstrate innovative ways to engage and empower young people to make positive community change Winning Videos: Two grand prizes of $5,000 2nd Place: $2,500 3rd Place: $1,000 4th & 5th Place: $500 AFP “Most Creative Give to the Max Day Campaign Award”Give us a snapshot of your creative approaches to fundraising for Give to the Max Day to be considered for the Most Creative Give to the Max Fundraising Campaign Award. Submit your completed entry by Friday, October 26.The winning entry will be announced on Give to the May Day, received one of GiveMN live stream slots and will be recognized in all post Give to the Max Day outreach efforts. In addition, the Most Creative Give to the Max Fundraising Campaign Award along with a $500 check will be presented to the winning organization at the Association of Fundraising Professionals (AFP) Minnesota Chapter National Philanthropy Day luncheon on November 16 at the Minneapolis Marriott City Center. The winner will be offered two complimentary tickets to the luncheon and must have a representative present to receive the award.
Colleges and universities include all institutions of higher education—we will include seminaries, law schools, medical schools and vet schools.
MATCHING GRANTS: HAVE TO GET IN START TIME/END TIME SOMEWHERE – 12:00 a.m. – 11:59 p.m. on November 15
Creating a Project page is the same process as creating a Fundraiser page. The difference lies in who is creating the page. If you are an admin, the page created with be a project of your nonprofit. If you are not an admin, you will be prompted to create a fundraising page for a nonprofit.
Creating a Project page is the same process as creating a Fundraiser page. The difference lies in who is creating the page. If you are an admin, the page created with be a project of your nonprofit. If you are not an admin, you will be prompted to create a fundraising page for a nonprofit.
Donations pass through the GiveMN portal – GiveMN does not receive or handle the funds.Credit card transactions are processed by US Bank on behalf of Razoo. GiveMN and Razoo have secured a rate of 2.9% and will continue to subsidize transaction fees.Razoo sends a receipt to the donor for the online donation. Razoo vets organization then disburses the funds.
Set a goal to get people from all 50 states and three additional countries to invest in their work to provide kids and teens from lesbian, gay, bisexual, and transgender (LGBT) headed homes with a safe, fun, and empowering place to create and enjoy art, break through isolation, build community, and take action to make the world a better place.Created a Google map on their website to show in real-time where donations were coming from.
Children’s Hospitals and Clinics of Minnesota took an inside-out approach by starting with their closest friends –employees and mostengaged donors – to build a grassroots campaign around GTMD. Their support is integral in generatingexcitement and awareness in Children’s Hospitals and Clinic’s mission. They also leveraged all of their top-down assets includingweb, social media, print advertising, digital ads, and TV advertising. All of their efforts aligned with their longtermfundraising and marketing goals, making Give to the Max Day a significant milestone event on theroad to achieving annual goals by Dec. 31 as well as positioning Children’s for 2013 and beyond.Other creative strategies used by Children’s:31-day Instagram challenge around what makes kids and Children’s great (pictured)Interactive infographic (pictured)Handed out Children’s Give to the Max Day glow sticks to trick-or-treaters on Halloween – fostering Halloween safety and spreading the word about GTMD and it also created a feeling of investment in Children’s success with our donors.Give to the Max Day carnival held at each of our hospital campuses with on-the spot giving kiosks, T-shirts for staff and volunteers, photo booths to capture and share images of our supporters, crafts, popcorn, carnival games and more, all to drive a sense of excitement and generosity within the walls of Children’s.
Donate button with links to GTTM webpage on Stillwater Area Public Schools, OLJH’s and OLJH PTA’s webpagesPersonal email distribution listsPrincipal Fields to send mass voice mail and electronic voice notePinned to Facebook pages of PTA members and othersEmail communication, 2 weeks, 1 week, 24 hours of advance and GTTM DayLetters to editorsPress release via the school district
Spare Key, along with Twin Cities Pedal Pub and K-TWIN 96.3 FM Radio attempted to set a world record for a non-stop, alcohol free, pedal pub ride in Saint Paul. The “Pedal to the Max for Spare Key” was a unique, and fun way to draw attention to “Give to the Max” day and allow Spare Key to encourage donors to pledge money throughout the ride. K-TWIN 96.3 Radio promoted the effort leading up to the day, as well as provided opportunities for participants to call in throughout the ride. Spare Key will provided regular updates on the ride on its social media pages, as well as video downloads, pictures and other similar ways to keep awareness of the event high.
HUGE Theater on Lyndale Avenue held its second annual “24-Hour Improv-a-thon” on Give to the Max Day 2012. More than 100 improvisers participated and volunteered to put on an impromptu show into the late hours of the night. Donors donate to their favorite improv team to help them move up on the leaderboard.