Give to the Max Day sweeps across Minnesota on Thursday, an annual online giving blitz that last year reeled in more than $16 million for 4,400 charities and schools.
Charities and nonprofits have spent months gearing up for the day, concocting fresh ideas to attract donors and blasting e-mails to donors to remind them to give.
Several school principals will swim with the sharks at the Sea Life Aquarium to try to net new donations. The Greater Minneapolis Crisis Nursery will run online advertisements from the extremely cute winners of their "spokesbaby" contest.
College Possible will be sending "Superheroes" out to personally thank donors, reminding them "to find the hero in you." Hundreds more are experimenting with games, contests and entertainment.
More than 50,000 Minnesotans donated last year during the 24-hour giving spree, now in its fifth year. Dana Nelson, executive director of GiveMN, sponsor of the event, hopes even more turn out this year.
"This day has truly become a giving holiday for Minnesota-based nonprofits," Nelson said. "The money raised will help sustain many organizations throughout the year."
Nelson and other GiveMN organizers have set up their headquarters at the Mall of America, providing round-the-clock commentary, entertainment and guest speakers on Thursday.
All will be live-streamed at givemn.org, the website that donors must visit to make their online contributions.