From skeptic to supporter: a reflection on Give to the Max Day

By Joe Wallis, CPA , with contributions from Molly Schaffer, CPA

As the holiday season rolls in, we’re reminded of the traditions that bring us together; sharing meals, expressing gratitude, and giving back to the causes we care about. In Minnesota, November isn’t just about Thanksgiving; it’s also about Give to the Max Day, a celebration of generosity that has become a cornerstone for nonprofits and donors alike. This year’s event is behind us, but its impact, and the lessons it offers, are worth reflecting on.

I was a skeptic

For years, I was a Give to the Max Day skeptic. Honestly, I thought: Why pay a fee? Why donate just so you can post about it on social media? If you care about a cause, why not give directly and make every dollar count? That was my mindset.

When I was a kid, fundraising meant knocking on doors with boxes of candy bars. The candy company took a cut, and my school got what was left. It worked, but it wasn’t perfect.

Fast forward to today: Give to the Max Day felt like the grown-up version of that model. Instead of candy bars, we have a statewide giving event powered by technology. And yes, there are fees. Yes, there’s a lot of noise on social media. For a long time, that rubbed me the wrong way.

What changed my mind

Then, a conversation with Mary Niedermeyer, CEO at CAPI, changed my perspective. She reminded me that fundraising isn’t just about dollars. It’s about momentum, visibility, and community. Campaigns like Give to the Max create energy, social proof, and shared experiences. They bring people together, spark conversations, and often inspire donors who might not give otherwise. Matching gifts, leaderboards, and community challenges turn giving into something bigger than a transaction, they make it a movement.

In 2025, 6,430 organizations participated and $37.8 million was raised statewide. That’s impact you can’t ignore.

Direct giving vs. campaign giving

• Direct donations maximize efficiency – no fees, no middleman, just dollars to the mission. Perfect for loyal supporters.
• Campaigns and events amplify reach – great for attracting new donors and building awareness.

The key is balance:

• Encourage direct giving for those who already believe in your mission.
• Use campaigns strategically for visibility and growth.
• Be transparent about fees and impact so donors can make informed choices.

Turning one-time donors into lifelong supporters

Fundraising events open the door, and relationship-building keeps it open. Below are some ideas to implement in your nonprofit to encourage donors to keep supporting your mission:

• Personalized thank-yous and impact updates.
• Regular communication through newsletters and stories.
• Engagement opportunities like volunteering or events.
• Recognition and appreciation that makes donors feel valued.

Looking forward

Admittedly, I was unsure about Give to the Max Day, but now I see the bigger picture. These campaigns aren’t about fees or photo ops; they’re about igniting a spark that leads to lasting impact. They’re about engaging our communities and bringing people together to make a difference.

As we head into a season of gratitude, let’s celebrate every way people choose to give. Whether it’s a candy bar, or a statewide giving day, generosity connects us and that’s something worth sharing.