In 2009, GiveMN created a clear and compelling vision and mission: to make Minnesota a better place to live by making giving easier and more fun. For the last six years they have done just that—in 2014, during the 6th annual Give to the Max Day, a record-breaking $18.3 million was raised as 62,607 donors (20% more than last year) gave to 5,544 nonprofits. Today, GiveMN serves nearly 9,500 nonprofit organizations and schools across every Minnesota county, and more than 260,000 donors who have used GiveMN to make a difference in their communities. If your organization or institution is considering implementing, or already planning, a crowdfunding/giving day event, join Dana Nelson, Executive Director, GiveMN; Frank Miley, Executive Vice President, Cretin-Derham Hall; and Lori Finch, Vice President of Community Giving, Kimbia, as they: 1. Reveal details of the 5 keys to GiveMN’s ongoing success, including incentives, ownership, PR strategy, partners and technology 2. Share a successful nonprofit experience 3. Discuss how to choose the best crowdfunding model for your organization 4. Answer all of your questions about this fundraising model

1. Confidential document: Kimbia Inc. 2014
Raise New Dollars
and New Donors:
Lessons Learned from Six Years of Crowdfunding

2. Confidential document: Kimbia Inc. 2014
Dana Nelson
Executive Director
GiveMN
Lori Finch
Vice President –
Community Giving
Kimbia
Speakers
Frank Miley
Executive
Vice President,
Cretin-Derham Hall

3. Confidential document: Kimbia Inc. 2014
Crowdfunding Overview

4. Confidential document: Kimbia Inc. 2014
What Crowdfunding Events &
Giving Days Do For Your Cause
• Create awareness, excitement and a
sense of urgency for giving
• Attract up to 68% new, high net worth/
stewardship-worthy donors
• Raise millions
• Reactivate lapsed donors and inspire
major donors and matching gifts
• Provide high campaign ROI. All age
groups from 18-75+ participate

5. Confidential document: Kimbia Inc. 2014
Successful Event Models
• Location-Based. Regional
organizations connect donors with
multiple orgs/causes from which to
choose.
• Project/Mission. Nonprofit
organizations and higher education
institutions offer donors many
projects from which to choose.
• Chapter/Affiliate. Nonprofit
organizations tap into local, national
and international pride and friendly
competition.
Examples:

6. Confidential document: Kimbia Inc. 2014
Poll
Have you hosted a giving day
or single-day crowdfunding
event in the last 12 months?

7. Confidential document: Kimbia Inc. 2014
Give to the Max Day
Case Study

8. Confidential document: Kimbia Inc. 2014
Give to the Max Day:
History of Growth

9. Confidential document: Kimbia Inc. 2014
6th Annual Give to the Max Day:
2014 Key Stats
• $18.3 million raised, up 7%
• 120,664 gifts received, up 13%
• 62,607 donors gave, up 20%
• $151.80 average gift size
• 5,544 organizations funded, up 25
• $136,000 in hourly and supersized Golden Tickets
• $106,000 in leaderboard prize
• $6,785,925 in organization-secured matching gifts

10. Confidential document: Kimbia Inc. 2014
2014 Give to the Max Day:
Lessons Learned

11. Confidential document: Kimbia Inc. 2014
5 Key Success Factors
Matching grants and fundraising prizes give both donors and
organizations an incentive to give on one day. They inspire fundraising
creativity, strategy, and a sense of urgency for all.
Giving Incentives
GiveMN receives generous support from a partnership group with
tremendous credibility and influence in Minnesota.
The Right Partners
Minnesota benefits from terrific earned media coverage, a large live
event, creative media promotions, and broad media awareness
throughout the state.
Highly Effective PR
Strategy
With support from GiveMN, the nonprofit and school community
creatively embraces Give to the Max Day and promotes it to success.
Ownership of Event
The platform we use is easy to navigate and helps us prepare for the
traffic of the day. With the site crash of 2013, the importance of a good
platform became even more clear.
A Strategic Platform
Partner

12. Confidential document: Kimbia Inc. 2014
Giving Incentives:
A key tool to shaping the event outcome
Nonprofit-Secured
Matching
• Nonprofits secure their own
matching funds
• Offers significantly more
“matching funds” to the general
public than event organizers
could offer
• Great story for the media
• Sustainable strategy
• Good capacity building strategy
• Platform offers tools to easily
promote matches and tally
matching dollars available on
giving day
• $6.7 million secured by
nonprofits for Give to the Max
Day 2014
Prizes based on "
Total Dollars Raised
• Organizations compete by
category (e.g. small nonprofits,
medium nonprofits, colleges
and universities, all nonprofits)
to earn prize grants for
organizations that raise the
most money on the giving day.
• Easy to promote “help us get
on the leaderboard” when
communicating with
prospective donors.
Golden Tickets
• Grants added to randomly
selected donations.
• These inspire both donors and
organizations to continue giving
throughout the day
• Donors feel that gifts of any size
matter.
• The media LOVES the story
Giving incentives inspire action and a sense of urgency. They shape the outcome of the day.
Because the event is virtual, there must be a reason to click and go to the webpage. On Give to
the Max Day 2014, the following giving incentives created this excitement.

13. Confidential document: Kimbia Inc. 2014
Ownership of the Event: The nonprofit and school
community embraces and promotes Give to the Max Day.
2014
Key
Strategies:
GiveMN hosted webinars to explain how organizations can best use the GiveMN
website to showcase their work, add matching gifts to their GiveMN page, and creatively
promote Give to the Max Day. The webinars also included training and tips for effective
social media promotion.
Webinars
With the encouragement of GiveMN funders, staff conducted in-person trainings in small
communities throughout Greater Minnesota and the Twin Cities, facilitating community
enthusiasm and shared ownership of successful community giving events.
Live Training
Provided easily customizable tools to help nonprofits motivate their donors to give
including logos and e-mail and direct mail letters to donors.
Promotional Tools
Pre-campaign landing page included resources, tools, and a video of a webinar.
During the campaign, the landing page featured four leaderboards with the latest results
from all organizations, small- and medium-sized organizations, and colleges and
universities. It also featured the hourly Golden Ticket winners.
Post-campaign landing page included results, a thank you video, and post-event
information.
GTMD Web Page

14. Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy:
More than 197 million media impressions
Our
PR
strategy
was
led
by

15. Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy:
News
• All four Twin Cities television news stations
aired a total of more than 30 live shots from
Nicollet Mall Station. Coverage continued
throughout the evening including 9 P.M.
newscasts by all four Twin Cities television
news stations and several Greater MN
stations
• 295 print and online articles across the
state reached readers with GiveMN’s key
messages.
• Principals Challenge at Mall of America was
the leading story on StarTribune.com for
majority of the afternoon, including a series
of photos and video interviews.

16. Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy:
Online Outreach
• Social media: Regular posts on Twitter and
Facebook announced Golden Ticket
winners, thanked partners , and
encouraged giving
• Email: Provided tips, reminders, and
resources (social media planning guide)

17. Confidential document: Kimbia Inc. 2014
The Right Partners:
GiveMN is supported by a partnership group with
tremendous credibility and influence in Minnesota
Give
to
the
Max
Day
Sponsors

18. Confidential document: Kimbia Inc. 2014
Things You Really Wanted to Know…
• You WILL influence the results by how you structure the
giving day with prize incentives, leaderboards, and giving
tools.
• You can do these events on any scale or structure to fit
your strategy.
• Make the event as easy as possible for organizations/
chapters to participate. GiveMN offers a toolkit with
template emails, fundraising letters, letters to the editor,
social media posts, and more.

19. Confidential document: Kimbia Inc. 2014
Things You Really Wanted to Know…
• Keep your messages as easy as possible to communicate.
• Set reasonable expectations."
For Yourself. With the Media. With the Nonprofits and
Schools. With Donors.
• A byproduct of a giving day is that organizations are much
smarter about online giving. These events are often the
motivation for an organization to begin fundraising online.
• Be flexible. Things will most likely not go as planned.

20. Confidential document: Kimbia Inc. 2014
Poll
Do you plan to host a giving day
or single-day crowdfunding
event in the next 12 months?

21. Confidential document: Kimbia Inc. 2014
Participating Nonprofit -
Cretin-Derham Hall
2014 Strategies

22. Confidential document: Kimbia Inc. 2014
About Cretin-Derham Hall
Mission:
Cretin-Derham Hall is a Catholic, co-educational high school, co-sponsored by the
Brothers of the Christian Schools and the Sisters of St. Joseph of Carondelet,
committed to Christian values and academic excellence in grades nine through
twelve. We educate young men and women of diverse abilities, cultures and socio-
economic backgrounds for opportunities in post-secondary education.

23. Confidential document: Kimbia Inc. 2014
Goals for 6th Year
• 1st prize for dollars raised
• $500K +
• 1,000 donors
Results
• 1st prize for dollars raised
• $610.6 K up, from $548.2K in 2013
• 1,069 donors, up from 839 in 2013
• $10K Prize Grant
2014 Goals & Results

24. Confidential document: Kimbia Inc. 2014
• Letter sent to last year’s GTMD donors asking to repeat or
increase gift
• Announcements in Communicator, at Legacy Gala, and on
school website
Methods

25. Confidential document: Kimbia Inc. 2014
• Event reminder in annual appeals
• Story in monthly eNewsletter
• Postcard sent to arrive one week before event
Methods

26. Confidential document: Kimbia Inc. 2014
• Football game announcements
• Facebook:
Ø Ads leading up to event with
photos
Ø Day of: Updates on Facebook
• Twitter: Day of updates
• Phonathon
• Campus signage
Methods

27. Confidential document: Kimbia Inc. 2014
• Video to all constituents
• Results to all e-mail
accounts
• Results story on website,
facebook and twitter
• Format thank you letter
and gift receipt
Follow-Up Thank You’s

28. Confidential document: Kimbia Inc. 2014
Poll
What is/would be the most important
benefit to your organization from hosting a
giving day/crowdfunding event?
A. Recruit new donors
B. Reactivate lapsed donors
C. Increase brand awareness
D. Inspire major donors and matching gifts
E. Engage donors on a new channel

29. Confidential document: Kimbia Inc. 2014
Q & A

30. Confidential document: Kimbia Inc. 2014
Kimbia has more giving
day experience than
any other partner

31. Confidential document: Kimbia Inc. 2014
SWARTHMORE COLLEGE
RAISED
April 4, 2014
$400,000
NOTRE DAME
RAISED
April 27, 2014
$900,000
UNIVERSITY OF SYDNEY
RAISED
April 4, 2014
$900,000
BOSTON UNIVERSITY
RAISED
April 30, 2014
$1,100,000
BOSTON FOUNDATION
RAISED
$1,100,000
TRINITY COLLEGE
RAISED
April 30, 2014
$1,200,000
GIVE RICHMOND
RAISED
September 17-18, 2014
$1,600,000
SAN DIEGO FOUNDATION
RAISED
May 6, 2014
$2,100,000
SAN ANTONIO FOUNDATION
RAISED
May 6, 2014
$2,100,000
SARASOTA CF
RAISED
May 6, 2014
$3,100,000
LANCASTER CF
RAISED
November 21, 2014
$4,500,000
MIAMI FOUNDATION
RAISED
November 3, 2014
$5,200,000
UC-BERKLEY
RAISED
November 20, 2014
$5,300,000
PURDUE UNIVERSITY
RAISED
April 30, 2014
$7,500,000
PITTSBURGH FOUNDATION
RAISED
May, 15, 2014
$7,700,000
Top Kimbia-Powered Crowdfunding/Giving Day Events

32. Confidential document: Kimbia Inc. 2014
MINNEAPOLIS / ST. PAUL
RAISED
November 12, 2014
$18,200,000
DALLAS / FT. WORTH
RAISED
September 18, 2014
$26,100,000
COLUMBIA UNIVERSITY
RAISED
October 29, 2014
$11,064,000