Giving days are 24-hour online fundraising competitions that unite communities around charitable causes. They have been successful in raising millions for multiple charities in a single day by attracting new donors not reached through traditional fundraising. For example, Give to the Max Day in Minnesota raised $14.5 million total for 3,434 nonprofits from 38,778 donors in 2009. Keys to success include partnerships with influential organizations, providing nonprofits tools to promote the event, effective PR strategies, and using an engaging online fundraising platform. The document discusses whether a giving day could help nonprofits in the Monadnock region maximize online giving and engage younger donors.

1. GIVING DAYS
A Tool for Donor Acquisition

2. What is a Giving Day?
• Giving days are powerful 24-hour online
fundraising competitions that unite
communities around causes.

3. Are they Successful?
• YES! Giving day events have been produced in
the last few years in metropolitan
areas, counties/regions and even statewide to
generate new funds. Some have raised millions
for multiple charities in a single day.
• New donors, not reached by traditional
fundraising campaigns, are participating.
• Moves traditional check writing donors to on-line
(lower cost per transaction) giving.

4. Example: Give to the Max Day
2009 – GiveMN.org
GOAL: To increase giving to nonprofits
across Minnesota and raise as much
money as possible in 24 hours. The event
also aimed to help nonprofits attract new
donors and move current check‐writing
donors toward online giving.

5. Results at a Glance
• Total Dollars to MN Nonprofits: $14.5M
(includes challenge match and prizes)
• Total Dollars Donated: $14M
• Total Number of Donors: 38,778
• Average Gift Size: $361
• # of Nonprofits Benefitting: 3,434
• Average Gifts per nonprofit: $4,077

8. Tactics
1. Partnered with key foundations and corporations to establish
credibility and raise awareness of the event and website.
2. Partnered with MAP for Nonprofits to provide training for more
than 1,200 organizations and well as execute robust email
outreach.
3. Effective PR strategy spearheaded by Padilla Speer Beardsley.
4. Our platform partner, Razoo, helped us build an engaging online
giving website. They designed the landing page and leader
boards and managed the relationship with Network for Good for
processing donations.

9. Learning from Others:
Keys to Success
The Right Partners:
Successful Giving Days are supported by partnership groups with credibility and
influence
Nonprofit Ownership of Event:
With support from Giving Days committee and a nonprofit support
organization, like Giving Monadnock, nonprofits are provided the tools
To promote the day to success
Highly-effective PR strategy:
Use of earned media and broad awareness through creative media promotions
A Strategic Platform Partner:
An online platform, like Razoo, is easy and engaging and provides tremendous
strategic support and experience for the event

11. Context of the Monadnock Region
• Are not-for-profits maximizing on-line
giving opportunities?
• Are not-for-profits using today’s
technology to reach and engage younger
donors?
• Could a Giving Day be an opportunity for
our not-for-profit community?