2011 Give to the Max Day Webinar

Get Ready for Give to the Max Day
1

Your Facilitators
2
Jeff Achen
Interactive Media Strategist
GiveMN.org
Sarah Richter
Senior Associate of Partnerships
GiveMN.org

Everything You Ever Wanted to Know About
Give to the Max Day 2011
AGENDA
Introductions and Session Goals
Tell Us About Yourselves
A Brief History of GiveMN and Give to the Max Day
Give to the Max Day 2011
What’s New? What’s the Same?
How to Make the Most of Give to the Max Day 2011
What Happens When a Gift is Made?
A Few Great Examples
3

Tell us about yourselves
4
Where is your organization located?
What kind of work do you do?

GiveMN Mission
GiveMN is a collaborative venture to grow charitable giving in Minnesota and move more of it online.
5

Online Giving
6
Source: Convio and Mashable.com

A Brief History of Give to the Max Day
7
2010 Results
2009 Results
Total Dollars Given: $10M
Total Number of Donors: 42,624
Average Gift Size: $188
# of Nonprofits Benefitting: 3,663
Average Gifts per nonprofit: $2,741
Total Dollars Given: $14M
Total Number of Donors: 38,778
Average Gift Size: $361
# of Nonprofits Benefiting 3,434
Average Gifts per Nonprofit: $4,077
Give to the Max Day 2009 was the launch event for GiveMN.org and has earned the title of the largest online giving event in the world!
Give to the Max Day (2009 & 2010) has made GiveMN/Razoo one of the leading online giving portals
We are already seeing a shift in people preferring to give online vs. check (from 46% in 2009 to 68% in 2010)
Give to the Max Day involved significantly more nonprofits and more donors than similar community-based events

Give to the Max Day—Why Participate?
8
Everyone’s Talking About It!
Mass Media Campaign Across MN
Celebrities—Garrison Keillor, Twins, Vikings, Lynx, News Anchors…
Board Members
Donors
It’s Easy!
Efficient method to mass fundraise
GiveMN provides ALL the tools and templates in its Nonprofit Toolkit:
http://givemn.razoo.com/p/gtmd-nonprofit-toolkit

Give to the Max Day
9
2011 Goal:
Raise Millions of Dollars
for Thousands of Nonprofits
in ONE Day

What’s New With Give to the Max Day 2011?
PRIZES – to generate a sense of urgency and excitement throughout Give to the Max Day.
Leaderboard 1: All Nonprofits except Colleges & Universities
Leaderboard 2: Small Nonprofits (budgets under $750,000)
Nonprofits must register for this category: http://blog.givemn.org/give_mn_blog/small_npo_registration/
Leaderboard 3: Colleges and Universities
NOTE: we are including all MN institutions of higher education such as law schools, medical schools, seminaries, veterinary schools.

10

What’s New With Give to the Max Day 2011?
PRIZES – awarded based on most dollars raised
11
JUST ANNOUNCED: $200,000 in TOTAL Prizes

What’s New with Give to the Max Day 2011?
LIVE EVENT from the MALL OF AMERICA
Livestream coverage by The UpTakefrom 9 a.m. to 9 p.m.
TV live shots from 4:45 to 7 a.m.
Live interviews with nonprofits
Register for the scheduling “lottery” online
Live performances by great musicians, artists
Sign up on the Give to the Max Day Home page at:
http://givemn.razoo.com/p/gtmd

12

What’s the Same with Give to the Max Day 2011?
THEME – “The Great Minnesota Give Together”
MATCHING – We again encourage your organization to offer a match on Give to the Max Day. Nonprofits that secure matching funds will be highlighted on GiveMN.org so donors have the chance to double their donation.
GOLDEN TICKETS - Throughout the event, an individual donor will be randomly chosen every hour to win a “Golden Ticket.” An additional $1,000 will be given to the charity that received the donor’s original donation.
IN ADDITION: One name will be randomly drawn at 11:59 p.m. to win a $10,000 Golden Ticket!
TRANSACTION FEES –GiveMN’s transaction processing fee is 2.9%. This rate is one of the lowest of any fundraising websites and has been made possible thanks to a partnership between US Bank and GiveMN’s technology partners Razoo.com
SOCIAL MEDIA BONANZA – We’ll be using Twitter, Facebook & YouTube to provide updates, highlight great donor/NPO stories, promote live events
13

Give to the Max Day Web Page
LEADERBOARD – We will be showcasing all three leaderboards throughout the event
MATCHING GRANTS – We will have a prominent link to all those nonprofits who have an active matching grant available for Give to the Max Day 2011
GOLDEN TICKETS – We will use the web page, as well as social media and our blog, to announce hourly “Golden Ticket” winners
VIDEO CONTEST WINNER – GiveMN’s “Does this make my heart look big?” video contest winning video will be featured on the event web page
14

Media – 169M impressions in 2010!
Public Service Announcement (PSA) – Iconic Minnesotans talk about Give to the Max Day. We’re hoping to air it on TPT and other television stations. You can use the PSA on your website too
Tim Mahoney’s “Just Give” song & music video – Minnesota Musician Tim Mahoney has recorded a new song for Give to the Max Day and we’ll be sharing the song as a free download and sharing a YouTube music video featuring Minnesota nonprofits
TV/Radio/Print – working with Metro and Greater Minnesota media to cover event and feature the “Golden Ticket” winners

15

How Does GiveMN Work?
How Do I Get Started?
Go to GiveMN.org
Scroll to bottom of page
Click on Get Started
Click on Claim Admin Access
16
In order to be ready for Give to the Max Day, requests for Admin Access must be made by Monday, November 7

17
Organization Page
IF YOU DO ONLY ONE THING ON GIVEMN, UPDATE YOUR ORGANIZATION’S PAGE

Promote GiveMN on Your Website
18
A GiveMN administrator can also promote giving by adding a
Donate Now button or Donate Widget to the organization’s website

Promote GiveMN on Your Website
19
A GiveMN administrator can also promote giving by adding a
Donate Now button or Donate Widget to the organization’s website

Social Media Integration
20

How Do YOU Make the Most of Give to the May Day 2011?
21
Claim Admin Access
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 (#GTMD11)
Create a Thank You Video or Customize a Thank You Message

Matching – How it Works
22
Every Admin Toolbar now has a Matching Grants tab.
You may include the name of one of more Grantors
Consider who you want to be the contact – Grantor or GiveMN Admin
For matching grants that are just for Give to the Max Day, select a Start Date/Time of 12 a.m. on 11/16/2011 and an End Date of 11:59 p.m. 11/16/2011

How Do Donors Find a Match?
23

How Do Donors Find a Match?
24

Matching – Tips for 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

25

Communication Planning
Web Page
Email
Personalize your communications
Social Media
Facebook
YouTube
Twitter
Your blog

26

Social Media
Twitter
Hashtag is #GTMD11
Use Twitter throughout the event to encourage donations, show how donations help your mission and share donor stories
Facebook
Of all social networks, Facebook drove the highest number of visitors to GiveMN.org on Give to the Max Day 2010
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
27
In 2010, 55.4 % of NPOs surveyed said “social media worked best for promoting Give to the Max Day.”

Customizing a Thank You
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
28

What Happens When a Donation is Made?
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 information on donations anytime in the Donations tab in the Admin Tools.
The donor immediately receives an email from Razoo/GiveMN which is their IRS receipt. The organization’s administrator may also add a customized message to this email. We also encourage the organization to follow up with a thank you note shortly thereafter when appropriate
Donations are paid out the 10th of each month for the prior month’s donations. This can be tracked in the “Donations” tab in the Admin Tools
GiveMN offers an EFT option for all nonprofit organizations. With an EFT, your nonprofit organization will receive monthly donation disbursements more efficiently and deposits will be made directly into your organization’s bank account.
29

Transaction Process
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%
Razoo sends a receipt to the donor for the online donation. Razoo vets organization then disburses the funds. *Nonprofits receive their donations less 2.9% transaction fee.
1
2
3
Razoo Foundation(501(c)3)
Donor
30

A Few Great Give to the Max Day Examples
31
2010
- 1:1 match for gifts of $1,000+
- 2 email blasts to alumni before GTMD
- Calls night before and on GTMD
- 3 update emails to alumni on GTMD

32
2010
-GTMD parties planned with chapters
Sign-ups for time blocs
Website, enewsletter, social media
Email blast
Raised $11,765 from 210 donors

33
2010
-Seeking match from donors and board
-Engage board members in solicitation
-Website, enewsletter, mail, email signature
-Facebook

34
2010
Secured match from key individuals
Leveraged popular appeal to move offline donors to online
Computer kiosk in main lobby
$13,000 raised

A Little Bird Told Us….
35
Matching gift strategy to engage students and alumni
Staff t-shirts, postcards in student mailboxes, Facebook campaign
24 hour improvisation marathon
All community giving event at the Red Wing YMCA
Week of Giving centered around Give to the Max Day
PTAs and Booster Groups run annual fundraisers to avoid cookie and wrapping paper sales events

Keep In Touch with GiveMN
Become a Fan on Facebook
Follow GiveMN on Twitter (@givemn)
Subscribe on YouTube.com/givemn
Read the GiveMN Blog (blog.givemn.org).
Sign up for the GiveMN e-newsletter
36

Need to Contact GiveMN?
Email Us – info@givemn.org
Call the Give to the Max Day help line – 866-437-1952
For technical questions about your page, contact info@razoo.com
37

2011 Give to the Max Day Webinar

by Jeff Achen on Oct 04, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 35,669

Statistics

2011 Give to the Max Day Webinar — Webinar Transcript

http://givemn.razoo.com	34303
http://blog.givemn.org	1338
http://www-mardag6.dev.clockwork.net	16
http://givemn-stage.razoo.com	12