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

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Presentation on theme: "Ronald McDonald House Charities Presented by: Ashley Anton, Cassie Daiello, Brian Halisko, and Natalia Starosolsky."— Presentation transcript:

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 Strengths: – 36 years in business – Impeccable reputation – Over 270 houses in 31 countries – Affiliation with McDonalds corporation SWOT Analysis

4 Weaknesses: – Rough economy (less donations) – Limited staff and volunteers – Affiliation with McDonalds corporation SWOT Analysis

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

6 The medical community Donors Affected families Key Publics

7 Surveys and polls Researching RMHs monetary statistics Formal Research Techniques

8 Community Public opinion – Facebook – Blogs Informal Research Techniques

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

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

11 Primary message: When you donate to Ronald McDonald House Charities, youre not just donating your money, youre not just donating your time, but youre 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

12 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

13 Themes-Donors: Ensure a second chance today, the Ronald McDonald way Ronald McDonald House Charities, help is on the way Lets 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 ActivityPurposeCost Giving Tree SuppliesFundraising Strategy$20.00 FlyersPromote Fundraiser$10.00 PosterPromote Fundraiser$50.00 Total: $80.00

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


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