Ronald McDonald House Charities

Presented by: Ashley Anton, Cassie Daiello, Brian Halisko, and Natalia Starosolsky

Problem Statement• This PR campaign is to assist Ronald

McDonald House in gaining awareness for their cause and raising funds for the non-profit organization.

• Strengths: –36 years in business– Impeccable reputation–Over 270 houses in 31 countries–Affiliation with McDonald’s corporation

SWOT Analysis

• Weaknesses:– Rough economy (less donations)– Limited staff and volunteers– Affiliation with McDonald’s corporation

SWOT Analysis

• Opportunities:– Collaboration with local school districts– Marketing skills for donations

• Threats:– Other local NPOs

SWOT Analysis

• The medical community• Donors• Affected families

Key Publics

• Surveys and polls• Researching RMH’s monetary statistics

Formal Research Techniques

• Community• Public opinion–Facebook–Blogs

Informal Research Techniques

gGoals and Objectives• Goal: Raise money and awareness• Objectives:–25 donations by Christmas 2011–30 donors towards “Giving Tree”

• Message:– Key publics, Donors; raise awareness– Providing donations– Influence to raise support

Strategies

• Primary message:“When you donate to Ronald McDonald House Charities, you’re not just donating your money, you’re not just donating your time, but you’re donating a second chance. Your community looks up to you, they appreciate your help. Your assistance in this fundraising is essential. Ensure a second chance today.”

Strategies

• Secondary message:• “Recent evidence confirms that homelessness

among families is increasing. 41% of the homeless population is comprised of families” (National Alliance to End Homelessness, 2009)

• “Averages of 32% of requests for shelter by homeless families were denied in 2005 due to lack of resources.” (U.S. Conference of Mayors, 2005).

Strategies

Strategies• Themes-Donors: • “Ensure a second chance today, the Ronald

McDonald way”• “Ronald McDonald House Charities, help is on

the way”• “Let’s take the Less, out of Homeless-RMHC”

Strategies• Opinion Leaders-Donors:• Chad Sour– specializes in integrated communications and

key opinion leader strategy and outreach on behalf of clients across a variety of industries.

Tactics• 1) To utilize social media by creating a

public Facebook event proposing a Giving Tree "challenge" to groups of college students – mainly targeted at Monmouth University.– No less than 10 active social teams

Tactics • 2) Stretch the advertisement for this

challenge via posters and bulletins around the school campus and local popular MU hot-spots.

Activities• Giving Tree Fundraiser: – 25 to 35 items

• Social Media Blitz – Facebook and Twitter

5 Month Timeline• Month 1: Create social media sites • Month 2: Posters and bulletins around the

school campus and local popular MU hot-spots

• Month 3: Collect mid-semester data• Month 4: Collect donations• Month 5: Evaluation

BudgetActivity Purpose Cost

Giving Tree Supplies Fundraising Strategy $20.00

Flyers Promote Fundraiser $10.00

Poster Promote Fundraiser $50.00

Total: $80.00

Evaluation• Baseline data:– Informal Research: Casually speak to co-

classmates to see what they know about the RMH

– Formal Research: Research how many students participate or raise funds with RMH

Evaluation• Informal Research: Review sign-up list of

the amount of students who donated a present from the giving tree

• Informal Research: Administer survey to classmates to ask if donated any money or items to RMH within the semester

• Formal Research: Speak with Annette, from RMH, to see if any other students donated

Press Release

Flyer