GiveMN: Values in Action: Give to the Max Day 2021

Minnesota is one of the most generous states in the nation, yet 30% of the state’s nonprofits reported in March 2021 that they had less than six months before they would exhibit financial distress.

• Statewide media outreach
  Identified and pitched organizations and reporters who publicly expressed support for specific causes or organizations.
• Brought impact story to life
  Encouraged storytelling with shareable resources including an op-ed, infographic and matching local non-profit spokespeople with local media outlets.
• Activated networks
  Beehive reached out to professional networks (MN B Corps, the MN social impact community etc.) to encourage donations and content sharing.

Give to the Max Day 2021 set a fundraising record, topping $34 million that benefited thousands of organizations across the state.

• 308 earned media placements with 270,631,352 impressions
• 150 organic media mentions with 80,993,692 impressions (84 markets in 35 states)
• Earned media coverage ran in 55 Minnesota markets, and 39 markets in Greater Minnesota
• GTMD byline received strong pick up in smaller markets and MinnPost, with minimal editing
• The press releases received extensive pick up, especially in unexpected markets beyond Minnesota