A Golden Ticket for the East Side: How Urban Roots Turned ‘Give to the Max Day’ into a Harvest of Hope

Every November, Give to the Max Day transforms Minnesota into a statewide celebration of generosity. Thousands of nonprofits rally supporters to fuel missions ranging from youth development to food access, environmental stewardship, arts, and everything in between. On St. Paul’s East Side, Urban Roots—a youth-focused nonprofit known for cultivating leaders through urban agriculture, conservation, and culinary exploration—once again found itself at the heart of this collective energy.

This year, Urban Roots set an ambitious goal: raise $40,000 in 24 hours to support its youth internship program and general operations. Not only did they achieve their goal—they also secured an unexpected golden ticket bonus in the process.

To understand the meaning behind this milestone and the work it supports, MinneapoliMedia spoke with Sara Johnson, Urban Roots’ Development & Events Manager. From early-morning surprises to the deep community impact behind every donation, Sara offered a candid, inspiring look at what Give to the Max Day brings to the organization each year.

“We hit our goal—and then some.”

Sara Johnson greeted us with the calm satisfaction of someone who had just completed a marathon—and won.

“We had a goal of $40,000, and we got to that goal,” she said. “We’re very happy with how it went.”

Urban Roots also received an unexpected boost: a $500 golden ticket prize, awarded randomly to participating organizations in 15-minute intervals throughout the day.

“It came in really early,” Sara laughed. “I think the window was 4:30 to 4:45 a.m. It was a great surprise.”

But behind the fun is a deeper truth: for nonprofits like Urban Roots, Give to the Max Day is more than a fundraiser—it’s a platform for visibility, storytelling, and community connection.

Sharing Urban Roots’ Story—One Farm at a Time

“Give to the Max Day is focused on individual donors,” Sara explained. “It’s a really good opportunity for us to share our story and reach both returning and new supporters.”

This year’s campaign spotlighted Revolee Bluff Farm and Restoration Site, Urban Roots’ largest farm on the East Side. The communications team created a series of videos touring the site and highlighting the breadth of work happening there—from food production and land restoration to youth leadership development.

The content resonated widely.

“We actually got a lot of views and likes on YouTube, more than normal,” Sara noted. “People really engaged with our videos and emails this year.”

The organization also mailed letters to previous donors and secured an impressive $20,000 in matching gifts from the Urban Roots Board of Directors and Fairview Health Services—the largest match the nonprofit has ever had for Give to the Max Day.

Fueling Youth Internships—A Direct, Tangible Impact

Unlike targeted capital campaigns, Urban Roots chose to dedicate this year’s Give to the Max fundraising to its most essential need: general operating support, particularly youth wages.

“All of our youth interns are paid interns,” Sara emphasized. “Paying our youth is a big need for us right now.”

Urban Roots employs dozens of young people each year—youth who restore green spaces, grow and distribute thousands of pounds of produce, and explore culinary careers. Funding helps ensure the program remains equitable and accessible.

“We commonly see youth come in feeling pretty shy,” Sara shared. “But as they spend time in the program, they gain a lot of confidence. One of our interns recently led a session with other youth, and it was such a big change from when they first started.”

Give to the Max Day fuels moments like these—moments when young people step into leadership roles, build pride, and discover new pathways.

Another major impact Sara highlighted was Urban Roots’ ongoing effort to donate a significant portion of its produce to hunger relief partners on the East Side.

“These are really important things we’re able to do with the funds we raise,” she said.

A Year of Growth—and a Cookbook on the Way

While the growing season always brings excitement, Sara is looking forward to a new milestone: the release of Urban Roots’ first-ever community cookbook.

“It’s been a long time in the making,” she said. “The cookbook features recipes from our interns, community members, and staff, along with stories about why each recipe is special.”

The cookbook is expected to be published early next year—and MinneapoliMedia will be following up when it releases.

Looking Ahead

Urban Roots faces a real funding gap this year—making the success of Give to the Max Day especially critical.

“This funding is essential for us to continue the work we do and support our youth interns,” Sara said.

And while Sara herself doesn’t work directly with the youth—her role is focused on development and events—she sees the impact of donor support every day.

“The funds directly pay our youth interns,” she said. “And they support our staff, our fields, the seeds—everything that keeps our work going.”

Closing Thoughts

As our conversation wrapped up, Sara expressed gratitude and hope.

“We really appreciate our supporters,” she said. “Every donation helps us create opportunities for young people and strengthen our community.”

Urban Roots’ success this Give to the Max Day reflects more than dollars raised—it reflects the power of community investment in youth, land, and connection. It reflects a belief in the transformative work happening every day on St. Paul’s East Side.

And most importantly, it reflects what becomes possible when generosity and purpose grow side by side.

Sara promised to return for future conversations—and we’ll gladly welcome her back.

MinneapoliMedia