ronald mcdonald house charities
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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Ronald McDonald House Charities
Presented by: Ashley Anton, Cassie Daiello, Brian Halisko, and Natalia Starosolsky
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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.
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• Strengths: –36 years in business– Impeccable reputation–Over 270 houses in 31 countries–Affiliation with McDonald’s corporation
SWOT Analysis
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• Weaknesses:– Rough economy (less donations)– Limited staff and volunteers– Affiliation with McDonald’s corporation
SWOT Analysis
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• Opportunities:– Collaboration with local school districts– Marketing skills for donations
• Threats:– Other local NPOs
SWOT Analysis
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• The medical community• Donors• Affected families
Key Publics
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• Surveys and polls• Researching RMH’s monetary statistics
Formal Research Techniques
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• Community• Public opinion–Facebook–Blogs
Informal Research Techniques
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gGoals and Objectives• Goal: Raise money and awareness• Objectives:–25 donations by Christmas 2011–30 donors towards “Giving Tree”
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• Message:– Key publics, Donors; raise awareness– Providing donations– Influence to raise support
Strategies
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• 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
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• 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
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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”
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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.
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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
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Tactics • 2) Stretch the advertisement for this
challenge via posters and bulletins around the school campus and local popular MU hot-spots.
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Activities• Giving Tree Fundraiser: – 25 to 35 items
• Social Media Blitz – Facebook and Twitter
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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
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BudgetActivity Purpose Cost
Giving Tree Supplies Fundraising Strategy $20.00
Flyers Promote Fundraiser $10.00
Poster Promote Fundraiser $50.00
Total: $80.00
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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
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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
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Press Release
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Flyer