Professional Services

GiveMN: Driving record-breaking generosity through Giving that Gathers Us: Give to the Max Day 20245

Minnesota’s statewide giving holiday, Give to the Max Day 2025, offered a powerful opportunity to unite donors and nonprofits around the idea that generosity still makes a difference. The campaign centered on the idea that giving gathers us — connecting communities and creating shared impact.

GiveMN partnered with Beehive to lead an earned media strategy that elevated visibility, built urgency and brought this message to life across the state. Together, we rallied generosity at a critical moment for the sector, raising a record-breaking $37.8 million for 6,430 organizations across Minnesota.

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Strategies

Beehive built an earned media strategy grounded in connection and community impact. We activated the “Giving That Gathers Us” theme to show how generosity brings people together across Minnesota.

  • Elevated executive visibility through interviews, bylines and thought leadership
  • Activated a statewide media strategy across Twin Cities and Greater Minnesota
  • Focused outreach during the highest-impact window leading into Give to the Max Day
  • Secured in-depth stories that showed how giving strengthens communities
  • Created visual storytelling opportunities with on-site media engagement
  • Leveraged multiple story angles to sustain media interest and broaden relevance
  • Stories highlighted real people, real nonprofits and real outcomes

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Results

The campaign delivered strong earned media performance and expanded reach across Minnesota and beyond. Media coverage strengthened GiveMN’s brand awareness and helped bring communities together around a shared purpose. Results included:

  • 38 media interviews secured across local and regional outlets, including 3 op-eds
  • 1,632 media mentions across broadcast, print, digital and podcasts
  • 2.36 billion total media reach covering markets across Minnesota
  • Coverage in top-tier outlets including Star Tribune and Minneapolis/St. Paul Business Journal

“Collaborating with Beehive has been transformative for GiveMN and Give to the Max Day. Every strategy they bring to the table is intentional, thoughtfully tailored to our goals, mission, and vision. As a values-driven team, they don't just represent our organization or campaign—they champion our mission as it it were their own. And our partnership has deepend collective impact in ways we couldn't have achieved alone.”
— Jenna Ray, CEO, GiveMN

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