Ronald McDonald House Charities

1. Ronald McDonald House Charities Presented by: Ashley Anton, Cassie Daiello, Brian Halisko, and Natalia Starosolsky

2. 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.

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

4. SWOT Analysis • Weaknesses: • Rough economy(less donations) • Limited staff and volunteers • Affiliation with McDonald’s corporation

5. SWOT Analysis • Opportunities: • Collaboration with local school districts • Marketing skills for donations • Threats: • Other local NPOs

6. Key Publics • The medical community • Donors • Affected families

7. Formal Research Techniques • Surveys and polls • Researching RMH’s monetary statistics

8. Informal Research Techniques • Community • Public opinion • Facebook • Blogs

9. g Goals and Objectives • Goal: Raise money and awareness • Objectives: • 25 donations by Christmas 2011 • 30 donors towards “Giving Tree”

10. Strategies • Message: • Key publics, Donors; raise awareness • Providing donations • Influence to raise support

11. 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.”

12. 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).

13. 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”

14. 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.

15. 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

16. Tactics • 2) Stretch the advertisement for this challenge via posters and bulletins around the school campus and local popular MU hot-spots.

17. Activities • Giving Tree Fundraiser: • 25 to 35 items • Social Media Blitz • Facebook and Twitter

18. 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

19. Budget

20. 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

21. 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

22. Press Release

23. Flyer