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Welcome!
Stephanie PetrilliCommunicationsDirector, Alliance of AZ Nonprofits
Tina BlakeDevelopment
CoordinatorWest Yavapai Guidance
Clinic Foundation
Ryan Ridge, Technology Dev.
Director and Chalease Linderman,
Community Development Director
CommunIT
CommunITLeslie Hunt & Kärin PickupSedona Community Foundation
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I. Welcome & IntroductionsII. Overview of Arizona Gives DayIII. Maximizing Support
A. AwarenessB. PlanningC. ExecutionD. Donor Serve & Amaze
IV. Minimal Effort Success StrategiesV. Closing Statements – Alliance, SCF, CommunIT & AFPVI. Activate Your Profile Online & Network
Agenda
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What It Is:• Collaboration between Alliance of Arizona
Nonprofits and Arizona Grantmakers Forum• 24 hours• Completely Online• Goals:
Raise public awarenessIncrease nonprofit capacityIncrease individual giving
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Our Beliefs:Nonprofits Drive Our Success
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Our Beliefs:Local communities create the fabric of our work.
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Our Beliefs:The dollars are secondary.
Desert Voices
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How it Works
1) Nonprofits create a profile using an online giving platform
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How it Works2) Nonprofits across Arizona spread the word
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How it Works3) Everyone goes online on April 9, 2014
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How it Works4) Find, learn about, and contribute to causes you care about
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How it Works5) Raise funds and compete for prizes
In 2013, 40 different nonprofits received incentive prizes, totaling $179,500
There were categories for small and large nonprofits to compete in.
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Why Arizona Gives Day?• Responding to needs of Alliance Members:
– Public education about nonprofits– #1 challenge of our members: fundraising
• Needs of Philanthropic Community– AZ Ranks 40th for average charitable donations– Reduce pressure on institutional donors
• National Trend of Online Giving Days– Minnesota – launched in 2009 - $70 million to date raised– Colorado – launched in 2010 – over $36 million to date
raised
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How much does it cost?• No fee to participate (does take staff time and
internal resources!)• 6.9% transaction fee on each donation
– 4.9% Credit Card Processing and Razoo• Competitors to Razoo: 4.75% – 15%
– 2% Held in fund at Arizona Community Foundation for Arizona Gives Day Campaign
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2013 Monetary ResultsStatewide:• 11,176 donations from 8,584 unique donors• 647 nonprofits received donations (80% of 807 nonprofits
registered)• $928,541 contributed for those nonprofitsNorthern Arizona:• About 150 nonprofits• Over $91,000 raised on March 20• 1300 unique donors
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When measured per capita (calculated as Arizona Gives Day donations per total residents in the population of a city), wealthy communities like Paradise Valley and Scottsdale rose to the top; but residents of Sedona and Flagstaff were more generous than the statewide average: Sedona gave at a rate of $1.16 per capita, and Flagstaff gave 30 cents per capita, compared to Phoenix and the statewide average, which were both 10 cents per capita.
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Non-Monetary Impacts• Access online giving
• Build new marketing presence
• Connect with other nonprofits
• Building excitement of board and staff
• Find new people who care about your missionArizona Foundation for Women
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Lessons Learned• Increased branding and messaging that is
donor-centric• Encouraging matching grants and major gifts• Better understanding of nonprofit needs• More time for nonprofits to prepare• Empower local communities
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A Winning Outlook:• Concept of abundance• Focus on your impact• Donor choice• Social change movement
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Maximizing Support
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Why do you want to participate in Arizona Gives Day?
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Strengthen the sectorCollaborate with other nonprofits
Share our message with new supporters
Strengthen our individual giving base
Develop new marketing messages
Access online giving toolsBuild our social
media audience
Serve more peopleRaise money for a specific project
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In order to be successful, WHO do you have to engage?
Think beyond your development department
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Why the board?• Board’s role in fund development• Connection to your mission• Tool that is easy for “non-fundraisers” to use
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Why other staff?• Connection to your mission• Teambuilding• Everyone is a philanthropist• Viral nature of Gives Day – gain critical mass
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Easy Internal Engagement• Introduce at board and staff meetings – gain
their ideas and involvement• Set a goal and define the impact of the goal• Ask everyone to schedule their donation in
advance• Create day-of game plan that involves key
players
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Fun ways to engage internal team:• Securing a matching grant or community partner• Thank you calls on Arizona Gives Day• Filming a creative video for your Razoo page• Creating a unique social media campaign• Host a day-of event
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SOCIAL MEDIA FOR SOCIAL GOOD
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Who We Are
Evaluate
Plan
Procure Funding
Implement
Proactive Maintenance
CommunIT, LLC is a full-service managed IT services provider.
We fuse high-quality technical expertise with a strategic and creative business approach to develop solutions that directly impact nonprofit missions and build capacity!
If you want more information, come talk with us after the workshop!
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Evaluate
Plan
Create ContentImplementation& Consistency
Measuring Success
Managing Your Data In this session…
• Understand the componentsof implementing a socialmedia strategy
• Create a social media strategyapplicable to Arizona Gives Dayand beyond
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Build a solid foundation for your social media strategy
Stable & Secure Infrastructure
Data Management
Websites & Email
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Build a solid foundation for your social media strategy
Stable & Secure Infrastructure
Data Management
Websites & Email
• Standardized & reliable computers
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Build a solid foundation for your social media strategy
Stable & Secure Infrastructure
Data Management
Websites & Email
• Standardized & reliable computers
• Collect, store, maintain & access donor and volunteer data
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Build a solid foundation for your social media strategy
Stable & Secure Infrastructure
Data Management
Websites & Email
• Standardized & reliable computers
• Collect, store, maintain & access donor and volunteer data
• Website that conveys your brand, identity & message – does it have a Call-To-Action button?
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YAY! You are now ready to plan your social media strategy!!
Stable & Secure Infrastructure
Data Management
Websites & Email
Social Media
Build a solid foundation for your social media strategy
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Plan
Define your vision
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Plan
Define your vision
Identify the stakeholders
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Plan
Define your vision
Identify the stakeholders
Identify your goals
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Plan
Define your vision
Identify the stakeholders
Identify your goals
Identify your target
audience
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Plan
Define your vision
Identify the stakeholders
Identify your goals
Identify your target
audience
Define your message
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Selecting Your Social Media Outlets
THE 6 P’S OF TRENDING SOCIAL MEDIA
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
GOOGLE PLUS = PASSIONS
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
GOOGLE PLUS = PASSIONS
PINTEREST = PINNING
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
GOOGLE PLUS = PASSIONS
PINTEREST = PINNING
YOUTUBE = PLAY
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
THE 6 P’S OF TRENDING SOCIAL MEDIA
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
GOOGLE PLUS = PASSIONS
PINTEREST = PINNING
YOUTUBE = PLAY
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Selecting Your Social Media Outlets
FACEBOOK = PEOPLE
TWITTER = PERSPECTIVE
INSTAGRAM = PHOTOS
GOOGLE PLUS = PASSIONS
PINTEREST = PINNING
YOUTUBE = PLAYIn-depth demographics at: http://goo.gl/zdmg4D
Google+
YouTube
0% 10% 20% 30% 40% 50% 60% 70% 80%
71%
40%
15%
50%
21%
50%
Percentage of Internet Users
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Create ContentWe’ve got the plan in place, identified the key stakeholders, solidified our organizational message, defined our target audience, and selected our social media channels.
Now what?
THERE’S MORE??
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Create Content
SOCIAL MEDIA
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Create Content
SOCIAL MEDIA Self
PromotionContent Sharing
Interesting topics
Blogs
Impact stories from your partners or collaborators
Relevant stories, articles, news
Requesting for donations or volunteers
Promotions, giveaways, raffle tickets
FundraisersThe 80/20 Ratio:
80% Content Sharing 20% Self Promotion
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Create ContentHow often should we post content?
Be realistic.
Be consistent.
Be real.
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Implementation & Consistency
- Build your team- Engage with your audience - Your website is your “home base”- Provide incentives - Brand your outlets with the same name
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Ten Rules of Social Media 1. Create a great profile and it starts with a positive profile picture
GreatCompany logo,
even better if you are a well known
brand
GoodMary Thompson, President of Mr.
Rooter
BadNo matter how cute your pet is,
resist!!
WorseThe after-hours
professional
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Ten Rules of Social Media 1. Create a great profile that reflects your organization, and doesn’t drive away business
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Ten Rules of Social Media 2. Curate Information and Link
Link to the source of informationInteresting title to triggera reaction
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Ten Rules of Social Media 3. Good content > self-promotion4. Respond 5. Stay positive, react positive! 6. Post on a consistent basis 7. Be open and adapt to change 8. Use pictures! 9. Get creative when campaigning! 10.Constantly revisit your strategy and goals
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Sample Social Media Campaign
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Sample Social Media Campaign 1. Select an impact story – “147 Families Fed Daily”
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Sample Social Media Campaign 1. Select an impact story – “147 Families Fed Daily” 2. Post the story to your website (with photos) and
description of and link to AZ Gives Day page
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Sample Social Media Campaign 1. Select an impact story – “147 Families Fed Daily” 2. Post the story to your website (with photos) and
description of and link to AZ Gives Day page 3. Share the story on your Facebook & Twitter – “How
many people go hungry daily in Yavapai County? http://goo.gl/2rmpVD”
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Sample Social Media Campaign 1. Select an impact story – “147 Families Fed Daily” 2. Post the story to your website (with photos) and
description of and link to AZ Gives Day page 3. Share the story on your Facebook & Twitter – “How
many people go hungry daily in Yavapai County? http://goo.gl/2rmpVD”
4. The link leads back to your website and from there to your AZ Gives Day page
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Measuring SuccessThree Key Measures to Monitor
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Measuring SuccessThree Key Measures to Monitor
REACHHow many people did you
impact with your message?
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Measuring SuccessThree Key Measures to Monitor
REACHHow many people did you
impact with your message?
ENGAGEMENT How many people
interacted with your message?
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Measuring SuccessThree Key Measures to Monitor
REACHHow many people did you
impact with your message?
ENGAGEMENT How many people
interacted with your message?
CONVERSION How many people took action because of your
message?
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Thank You!
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Managing Your Data
Arizona Gives Day = CampaignCampaign Donations Donations Collect Data Collect Data ???
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Thank You!
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Execution
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Game Day• Assign roles to your team• Have multiple email reminders prepared in advance• Be flexible and willing to adapt• Have list of donors you can call if you are close to your goal• Interact with supporters in real time using social media• Tag Arizona Gives Day social media pages so we can share• Answer your phone if we call you for media requests• Have a strategy ready for thanking your donors – what is your
plan?• Consider social media ads and other low-cost advertising• Celebrate and have fun – watch your donations increase!
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Collaborative Creativity• Hopi Nonprofit Bus Tour
• Tag other nonprofits in your social media campaigns
• Geographical proximity – can you plan an in-person event?
• Pool money to purchase an ad
• Shared campaign that includes many nonprofits
• Who do you already have relationships with, and how can they help?
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Donor Serve and Amaze• Stewardship – continuing to build your philanthropic
relationship through involvement – involvement that reinforces the value of previous support and the opportunity for continuing support (time, talent, treasure) in the future
• Respond quickly & personally- by phone- by email- by letter
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Donor Serve and AmazeRecognize & Cultivate Your Donors • Direct Mail – Thank You Card• Emails – Thank You, Impact Story, Invitation• Newsletter – Thank AZ Gives Donors• Site Visit/Event Invitation
Assess Your Current StewardshipGoal is a systematic design and plan in place, in writing, reviewed annually, for donor acknowledgement and stewardship processes.• Do you thank your donors enough?• Do you report back to donors how their gifts make a difference?• Do you creatively reach out to your donors?
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Donor Serve and AmazeIt’s All About Relationships • With effective stewardship, you can be
certain of very high retention and an enthusiastic donor base.
• Keeping your donors is not a matter of good luck. It means having a systematic program in place and unending attention to effective implementation.
The Institute for Charitable Giving
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Minimal Effort Case Studies
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West Yavapai Guidance Clinic FoundationWho are we? Why donate to us?
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I’m a small rural nonprofit……
How can I compete?
Think “FRANK”
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“FRANK” Friendship
Keep your friends and family close.
*And, yes, this includes your co-workers andboard.
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“FRANK” Real
Keeping it realWhat are your usual donations?What does a major gift look like in your organization?
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“FRANK” Adventure
Step outside the box with parties, decorations,video, learn something new.
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“FRANK” Narration
Remember you are telling a story.
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“FRANK” Kindness
It is essential for relationship
building.
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F FriendshipR RealA AdventureN NarrationK Kindness
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CommunIT, LLC is a full-service managed IT services provider. We fuse high-quality technical expertise with a strategic and creative business approach to develop solutions that directly impact nonprofit missions and build capacity! Contact Chalease Linderman, Community Development Director at (928) (928) 443-8433 or [email protected].
The Sedona Community Foundation’s mission is to lead, serve and collaborate to mobilize enduring philanthropy for Sedona. An affiliate of the Arizona Community Foundation, SCF secures, manages and allocates donors’ gifts for charitable purposes while working to improve the quality of life for local residents. We build endowment, permanent and sustainable funding for our community! Leslie Hunt or Kärin Pickup at (928) 282-2042 or [email protected] or [email protected] or visit: http://www.sedonafoundation.org
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The Alliance of Arizona Nonprofits hosts many forums, seminars, and workshops throughout Arizona. Topics range from grantwriting and fundraising, to town halls, collaboration expos, and national thought-leaders. The Alliance offers a variety of cost-savings programs and discounts that returns a typical savings of $1,564 back to your mission. Contact Executive Vice President Connie Phillips, (602) 279-2966 x15 or [email protected] or visit www.arizonanonprofits.org.
The mission of AFP’s Northern Arizona Chapter is to advance philanthropy by mentoring people and organizations in practicing effective and ethical fundraising. AFP fulfills this mission through education and training, networking, mentoring, recognition and providing resources. Don’t reinvent the wheel . . . use available resources. For more information contact: President, Jim Anderson, GoalBusters Consulting LLC, Flagstaff [email protected], (888) 883-2690 x102 or visit: http://afpnaz.afpnet.org.
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Activate Your Profile & Network• If you participated in 2013, you should be all set! If you
have lost your password, contact Razoo Customer Support to gain access to your account.
• If you did not participate in 2013, simple instructions for claiming your Razoo profile can be found here.
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http://www.arizonanonprofits.org/content/register-your-nonprofit