Everything you need to know about give to the max day 2013

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EVERYTHING
YOU NEED TO
KNOW ABOUT
GIVE TO THE
MAX DAY

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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5
Dana Nelson
Executive Director
Daniel Moore
Development &
Partnerships Manager
Jeff Achen
Digital Strategist
Leona Thao
School Outreach &
Partnership Coordinator
Alsa Bruno
School Outreach &
Nina Gazel
Nonprofit Outreach &
Olivia James
Nonprofit Outreach &
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

7
• 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
Mediu
m
Prizes

9
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

Schools eligibility
Schools category includes:
 Registered public schools
 Charter schools
 School foundations
 Parent teacher organizations (PTOs/PTAs)
Schools in the nonprofit category include:
 K-12 private schools
 Colleges and universities
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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 deadline is Nov. 1
 Winning Videos: Two grand prizes
of $5,000; Two Prizes of $2,500;
Five Prizes of $1,000
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 deadline is Nov. 1
 Award of $500 presented at National
Philanthropy Day luncheon, Nov. 22
Entry Details at givemn.org/gtmd

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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

 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

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
16

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
17

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

Matching grants on GiveMN
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Start: 11/14/2013
End: 11/14/2013

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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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

Creating a Project Page
If you are an admin, your fundraising page will be created as a project.

Organization Page vs. Project Page
Organization Page
 Simple. Avoid confusion
for donors by having just
one page on which they
could donate to your
organization.
 No set goal or fundraising
progress ‘thermometer’
on page or in search
results
Project Page
 Tell an additional story
with
text, photos, videos, and
suggested donation levels
 Set a specific dollar goal
and display ‘thermometer’
 May create clutter or
donor confusion
 Great for highlighting
different fundraising
objectives (i.e. backpacks
vs. senior services)

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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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

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

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 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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Some great
examples from
2012
Rainbow Rumpus
Total raised: $5,570
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Some great examples
from 2012
Children’s Hospitals and
Clinics of Minnesota
Won $1,000 for 8th place on main
leaderboard
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Some great examples
from 2012
Oak-Land PTA
35

Some great examples from 2012
Spare Key - Total raised: $7,140
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Some great
examples from
2012
Huge Improv Theater
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Connect with us
Facebook.com/givemn
Twitter.com/givemn
YouTube.com/givemn
Instagram.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)
38

Everything you need to know about give to the max day 2013

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