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 nonprofit organization.
SWOT Analysis
• 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
Key Publics
• The medical community
• Donors
• Affected families
Formal Research Techniques
• Surveys and polls
• Researching RMH’s monetary statistics
Informal Research Techniques
• Community
• Public opinion
– Facebook
– Blogs
Goals and gObjectives
• Goal: Raise money and awareness
• Objectives:
– 25 donations by Christmas 2011
– 30 donors towards “Giving Tree”
Strategies
• 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
• 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 hotspots
• Month 3: Collect mid-semester data
• Month 4: Collect donations
• Month 5: Evaluation
Budget
Activity
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 coclassmates 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