1. 10/8/2012
EVERYTHING
YOU NEED TO
KNOW ABOUT
GIVE TO THE
MAX DAY
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GiveMN is a collaborative venture to grow charitable
giving in Minnesota and move more of it online.
GiveMN is an independent 501c3 support organization
of the Minnesota Community Foundation, which is an
affiliate of Minnesota Philanthropy Partners.
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2. 10/8/2012
Give to the Max Day began in 2009 as a launch event
for GiveMN.
The event has grown into an annual fundraising event
for thousands of Minnesota nonprofits and is the
largest one-day fundraising event in the world.
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Who is GiveMN?
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Who is GiveMN?
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3. 10/8/2012
Who is GiveMN?
DAN MOORE DANA NELSON
DEVELOPMENT & PARTNERSHIPS EXECUTIVE DIRECTOR
MANAGER
MAYA FEHRS JEFF ACHEN
NONPROFIT OUTREACH SPECIALIST DIGITAL STRATEGIST
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A Brief History of Give to the Max Day
2010 Results 2011 Results
Total Dollars Given: $10M Total Dollars to MN Nonprofits: $13.4M
Total Number of Donors: 42,624 Total Number of Donors: 47,534
Average Gift Size: $188 Average Gift Size: $227
# of Nonprofits Benefitting: 3,663 # of Nonprofits Benefitting: 3,978
Average Gifts per nonprofit: $2,741 Average Gifts per nonprofit: $2,720
• Give to the Max Day has made GiveMN/Razoo one of the leading online
giving portals (Razoo has facilitated over $100M in donations, half of which
is through GiveMN.org!)
• 66 % of the 5,755 Give to the Max Day donors surveyed prefer to give online
vs. check
• Give to the Max Day involved significantly more nonprofits and more
donors than similar community-based events
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What’s NEW With Give to the Max Day 2012?
SMALL – MEDIUM – …and ALL!
 Leaderboard 1: All Nonprofits except Colleges & Universities
 Leaderboard 2: Medium Nonprofits (budgets over $100,000 & under $1
million)
Nonprofits must register for this category
 Leaderboard 3: Small Nonprofits (budgets under $100,000)
Nonprofits must register for this category
 Leaderboard 4: Colleges and Universities
 “Mobilize the Power of Youth” Video Contest sponsored by Youthprise
 “Most Creative Give to the Max Day Campaign Award”
 Public schools can now fundraise on GiveMN and will have their own
hourly Golden Tickets in addition to hourly nonprofit Golden Tickets, as
well as one $10,000 Golden Ticket!
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What’s NEW With Give to the Max Day 2012?
 LEADERBOARDS – awarded based on most dollars raised
Leaderboard #1 – All nonprofits (except colleges & universities)
•1st: $12,500 prize grant 2nd: $5,000 prize grant 3rd: $2,500 prize grant
Leaderboard #2 – Medium-sized nonprofits (revenue under $1M; over $100K)
• 1st: $12,500 prize grant 2nd: $5,000 prize grant 3rd: $2,500 prize grant
Leaderboard #3 – Small nonprofits (revenue under $100K)
• 1st: $12,500 prize grant 2nd: $5,000 prize grant 3rd: $2,500 prize grant
Leaderboad #4 – Colleges and universities
• 1st: $12,500 prize grant 2nd: $5,000 prize grant 3rd: $2,500 prize grant
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What’s the SAME With Give to the Max Day 2012?
 LIVE EVENT from the MALL OF AMERICA
 Livestream coverage by The UpTake
from 9 a.m. to 9 p.m.
 Leverage TV and media opportunities
throughtout the day.
 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
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What’s The Same With Give to the Max Day 2012?
 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.
 NONPROFIT 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. One name will be randomly selected from throughout the event
and announced the next day at the AFP luncheon to win their nonprofit 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
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Give to the Max Day Web Page
 LEADERBOARD – We will be showcasing all four 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 2012
 NONPROFIT & SCHOOLS GOLDEN TICKETS – We will use the web page,
as well as social media and our blog, to announce hourly “Golden
Tickets” winners; one schools donor and one nonprofit donor.
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Media – 154M Impressions in 2011
 Public Service Announcements
(PSA) – TV commericals
1) Famous Minnesota singers
Stokley Williams and OSO singing
about Give to the Max Day
2) Minnesota Celebrity Athletes
talking about Give to the Max Day.
We’re hoping to air these videos
on TPT and other 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 the “Golden Ticket” winners
 Nonprofit Toolkit – Email, direct mail, letter to the editor, press release
templates; communication tips; social media guide
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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
• Over 26,000 nonprofits in Minnesota and over 1.2M nonprofits in the
United States are listed on GiveMN
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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
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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 (#GTMD12)
 Create a Thank You Video or Customize a Thank You
Message
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Matching grants on GiveMN
•Anyone can list and promote at matching grant. Set the matching
grant total, the effective dates and list who is providing the match.
•GiveMN identifies matching grants with a special icon and thermostat.
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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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8. 10/8/2012
Creating a Project Page
If you are an admin, your fundraising page will be created as a project.
Which page is best for GTMD?
PROS/CONS OF USING YOUR PROS/CONS OF USING A
ORGANIZATION PAGE PROJECT PAGE
• Simple and avoids • Allows you to track donors
confusion for donors to for a specific event (i.e.
have just one page to GTMD)
donate on. • Funds raised totals
(thermostat and banner
• No “funds raised” totals on search page)
• Can create more clutter,
one more page to
maintain and send out to
donors
Choose which works best based on your organization’s needs and capacity.
Introducing Scheduled Donations
Starting Thursday, Nov. 8 donors can log onto GiveMN and schedule
donations for Give to the Max Day. Donations will be deducted from
their credit card on Nov. 15 and are eligible for all prize categories.
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9. 10/8/2012
Communication Inventory
 Web Page
 Email
 Personalize your communications
 Social Media
 Facebook
 Google +
 Pinterest
 YouTube
 Twitter
 Your blog
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Social Media
 Twitter
 Hashtag is #GTMD12
 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 2011
 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
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Customizing a Thank You Message
 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
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10. 10/8/2012
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Connect offline events
 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
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How do I get started?
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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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What is the cost?
• Enabled by our strong partnership with U.S. Bank,
GiveMN will apply a flat, simple 2.9 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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Transaction Process
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12. 10/8/2012
Some great examples from 2011
St. Olaf College
o Sent out emails to alumni a week prior
o Hosted a big "oles to the max" set up in the student
center with QR codes, the leaderboard, candy, and
laptops
o Mobilized their alumni volunteer fundraisers via
email to do “social fundraising” via Facebook and
email
o Won $15,000 top prize on the college leaderboard
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Some great examples from 2011
Wild Cat Sanctuary
o Informed donors via eNewsletter well ahead
of GTMD
o Created videos about the animals
o Used the “suggested donation” amounts to show
impact
o Won $5,000 by placing 4th on the small nonprofits
leaderboard
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Some great examples from 2011
The Convent and Academy of the Visitation
o Gave out coffee during drop off at the start of
school
o Flash mob during lunch at school
o Created stickers for students to take home to create
awareness about giving
o Built a sense of community around the day
o Won $5,000 by placing 4th on the main leaderboard
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Some great examples from 2011
Interfaith Outreach and Community Partners
o Two of their donors put up a $150,000 gift match
during Give to the Max Day Sleep Out campaign.
o Won $15,000 prize by placing 1st on the main
leaderboard
o Won a $1,000 Golden Ticket during the 10 p.m.-11
p.m. hour
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Some great examples from 2011
Goodhue County Results
Give to the Max Day
Red Wing Community Nonprofits
In 2010, two local Red Wing foundations 2009 2010 2011
partnered with GiveMNto offer a training $ Raised $33,928 $132,290 $177,408
event and matching grants to those # of 37 79 77
organizations which raised at least $550 Organizations
during the 2010 Give to the Max Day event. Most organizations reported new donors.
Organizations in Goodhue County—the
county where Red Wing resides—raised
$132,000 during the.
Goodhue Country raised 6x
Based on this success, the entire community as much as the average
collaborated for the 2011 Give to the Max Greater MN county
Day. They organized communications and a
community giving day at the YMCA featuring
40 local nonprofits, giving kiosks and fun
giving promotions. Collectively, they raised
$177,000!
Connect with us
Facebook.com/givemn
Twitter.com/givemn
YouTube.com/givemn
Blog.givemn.org
Email: info@givemn.org
Sign up for the GiveMN Nonprofit
Admin eNewsletter (The sign up link
is at the bottom of our homepage)
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