Presentation on theme: "Ronald McDonald House Charities"— Presentation transcript:
1Ronald McDonald House Charities Presented by: Ashley Anton, Cassie Daiello,Brian Halisko, and Natalia Starosolsky
2Problem StatementThis PR campaign is to assist Ronald McDonald House in gaining awareness for their cause and raising funds for the non-profit organization.
3SWOT Analysis Strengths: 36 years in business Impeccable reputation Over 270 houses in 31 countriesAffiliation with McDonald’s corporation
4SWOT Analysis Weaknesses: Rough economy (less donations) Limited staff and volunteersAffiliation with McDonald’s corporation
5SWOT Analysis Opportunities: Threats: Collaboration with local school districtsMarketing skills for donationsThreats:Other local NPOs
6Key PublicsThe medical communityDonorsAffected families
7Formal Research Techniques Surveys and pollsResearching RMH’s monetary statistics
8Informal Research Techniques CommunityPublic opinionFacebookBlogs
9g Goals and Objectives Goal: Raise money and awareness Objectives: 25 donations by Christmas 201130 donors towards “Giving Tree”
10Strategies Message: Key publics, Donors; raise awareness Providing donationsInfluence to raise support
11Strategies 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.”
12Strategies 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).
13Strategies 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”
14Strategies 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.
15Tactics1) 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
16Tactics2) Stretch the advertisement for this challenge via posters and bulletins around the school campus and local popular MU hot-spots.
17Activities Giving Tree Fundraiser: Social Media Blitz 25 to 35 items Facebook and Twitter
185 Month Timeline Month 1: Create social media sites Month 2: Posters and bulletins around the school campus and local popular MU hot-spotsMonth 3: Collect mid-semester dataMonth 4: Collect donationsMonth 5: Evaluation
20Evaluation Baseline data: Informal Research: Casually speak to co-classmates to see what they know about the RMHFormal Research: Research how many students participate or raise funds with RMH
21EvaluationInformal Research: Review sign-up list of the amount of students who donated a present from the giving treeInformal Research: Administer survey to classmates to ask if donated any money or items to RMH within the semesterFormal Research: Speak with Annette, from RMH, to see if any other students donated