Ronald McDonald House Charity New England

#Heart Stays Here

Executions

Process

Client: Ronald McDonald House Charity New England
Team Members: Miao Qi (Strategist)
Jenny Zhou (Strategist)
Tiffany Kung (Art Director)
Difei Gao (Art Director)
Shakera Jones (Copywriter)
Will Paquin (Copywriter)
Elaine Koo (Account Executive)
Kaz Katoh (Project Manager)

Objectives:

For college students, increase COMMUNITY AWARENESS about RMHCNE’s mission and convince them to volunteer, ultimately attracting 30% more followers to RMHCNE’s social media accounts by July.

For 35-45 years old moms, call for action to DONATE, ultimately making RMHCNE the preferred choice when selecting a non-profit to donate to.

Media Choice:

Instagram, Facebook, Linkedin

About the Brand RMHCNE

RMHCNE is an independent American nonprofit organization whose stated mission is to create, find, and support programs that directly improve the health and well-being of children.

It has served the New England community for 30 years.

RMHCNE provides a comprehensive and supportive network of resources to families and medical facilities in Boston, Providence and throughout the region.

Insight

Social media content that the audience finds relatable and shows why their donation matters can stimulate empathy and persuade potential donors to give.

THE SINGLE MOST IMPORTANT IDEA

By either volunteering or donating, you are supporting an entire family behind the children and bringing hope to every family member.

Situation Analysis

Brand Truth

The family-centered care programs of RMHCNE provide comprehensive and supportive services that improve the healthcare & wellbeing of sick children and their families.

Consumer Truth

People are more likely to engage with a charity if an image of a family can trigger their feeling of empathy: 60% people think that family is the most important thing in their lives

Category Truth

There’s a rise in digital donations–more than 40% of people gave online, the percentage rises to 62% for donors in Gen Z and 64% for millennials.

Cultural Truth

Empathy isn’t a fixed personality trait. It’s something that can be learned and increased emotionally.

Creative Brief

Challenge

The pandemic has decreased in-person donations from corporations and in-person special events, worsening the huge housing shortage for RMHCNE. The organization needs to use social media to encourage college students to volunteer and drive online donations, especially from 35-55 years old moms.

Opportunity

Offering community service credits and service hours to college and high-school students.
Peer-to-Peer fundraising helps expand the influence of individual/clubs to friends, family members, coworkers, community, and other peers that may have never heard of RMHC.

Strategy

Appeal to audiences’ emotions by highlighting on social media how RMHCNE keeps families strong together and emphasizing that helping a sick child brings hope to the whole family.

Advantage

Family Centered Care Programs provide supportive services that improve healthcare & wellbeing.

RMHCNE’s strong brand name makes it reliable and trustworthy. RMHCNE has strong partnerships with the medical community.

Target Audience

Primary:

College students ages 18-24, from all ethnicities and cultures.
Average Household Income $100,000 - $149,999
Care about children’s, health problems and are willing to help others through donations and volunteering.
Spend an average of 3 hours per day on social media.
Active on Instagram and Tiktok.

Secondary:

34-45 years old women (moms).
Household Income Range $60,000 to $300,000.
Usually donate at least once/twice a year.
They may not have donated to RMHCNE.
Spend less than 1 hour per day on social media.
Active on Facebook, Linkedin, and Twitter.

Research

Primary Research

Survey & In-depth Interviews

To understand media usage and donation behaviors of the younger generation and how RMHCNE can expand the TA to younger generations.

Methods: 10 In-depth interviews (4 moms & 6 college students) and 56 Qualtrics Survey Responses

Secondary Research

To understand people’s donation preferences, the trends happening in fundraising culture, Social Media usage of different gender and age groups, and in which ways we can gain more donations.

Methods: Search articles and databases and do a social media brand audit and social media listening through Instagram, Facebook, and LinkedIn.

Objective

The purpose of this research initiative is to understand consumers’ perceptions of RMHC and non-profit organizations as a whole, as well as understand the media consumption of our target audiences.

Understand how well the target audience knows RMHC
How the public perceives donation culture.

Understand what factors affect the target audience’s decision when they make a donation
Learn more about our target audiences’ social media usage to decide the content and the platforms that we will focus on.

Social Listening

Social Media Audit

Survey & In-depth Interview Results Key Insights