Ronald Mc Donald House Charities Presented by Ashley

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

Problem Statement • This PR campaign is to assist Ronald Mc. Donald 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 Mc. Donald’s corporation

SWOT Analysis • Weaknesses: – Rough economy (less donations) – Limited staff and volunteers – Affiliation with Mc. Donald’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 g. Objectives • 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 Mc. Donald 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 Mc. Donald way” • “Ronald Mc. Donald 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