Everything you need to know about Give to the Max Day 2012

10/8/2012

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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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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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Who is GiveMN?

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DAN MOORE DEVELOPMENT & PARTNERSHIPS

MANAGER

DANA NELSON EXECUTIVE DIRECTOR

MAYA FEHRS NONPROFIT OUTREACH SPECIALIST

JEFF ACHEN DIGITAL STRATEGIST

A Brief History of Give to the Max Day

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• 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

2011 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

2010 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 nonprofit: $2,720

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!

What’s NEW With Give to the Max Day 2012?

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LEADERBOARDS – awarded based on most dollars raised

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What’s NEW With Give to the Max Day 2012?

•1st: $12,500 prize grant 2nd: $5,000 prize grant 3rd: $2,500 prize grant

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

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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What’s The Same With Give to the Max Day 2012?

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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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Give to the Max Day Web Page

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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Media – 154M Impressions in 2011

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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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 ORGANIZATION PAGE

PROS/CONS OF USING A PROJECT PAGE

• Simple and avoids confusion for donors to have just one page to donate on.

• No “funds raised” totals

• Allows you to track donors for a specific event (i.e. GTMD)

• Funds raised totals (thermostat and banner 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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Communication Inventory

Web Page Email

Personalize your communications

Social Media Facebook Google + Pinterest YouTube Twitter Your blog

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Social Media

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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

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

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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

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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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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Goodhue Country raised 6x as much as the average

Greater MN county

Goodhue County Results Give to the Max Day

2009 2010 2011

$ Raised $33,928 $132,290 $177,408

# of Organizations

37 79 77

Most organizations reported new donors.

Red Wing Community Nonprofits In 2010, two local Red Wing foundations partnered with GiveMNto offer a training event and matching grants to those organizations which raised at least $550 during the 2010 Give to the Max Day event. Organizations in Goodhue County—the county where Red Wing resides—raised $132,000 during the. Based on this success, the entire community collaborated for the 2011 Give to the Max 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!

Some great examples from 2011

Connect with us

Facebook.com/givemn

Twitter.com/givemn

YouTube.com/givemn

Blog.givemn.org

Email: [email protected]

Sign up for the GiveMN Nonprofit

Admin eNewsletter (The sign up link

is at the bottom of our homepage)

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