Ronald McDonald House Charities of the Bluegrass Campaign
Background
Our client RMHC of the Bluegrass sought for us to create a new, year-long campaign featuring a single RMHC of the Bluegrass Family with goals of honoring a Family who “graduated” from RMHC’s program; maintaining contact with previous Families, volunteers and donors; and stewarding past families and current donors.
Approach
In our research, my team and I found that wealthy people are more likely to donate if they feel self-determined, and people feel more self-determined when they can affect the group outcome. A problem we encountered though, was that RMHC of the Bluegrass donors often only attend one event put on throughout the year, leaving them feeling less connected to the Families helped by the house. With this in mind, we established the main objective to convince Charity Chasers that they can make a big difference for Forward Families at RMHC of the Bluegrass through donations that provide comfort for residents and awareness spread through the community.
Execution
Overall for our campaign, we wanted to reach the Charity Chasers where we felt it would be most effective. Knowing who they are, we knew that providing them with outlets to tell their friends about the Ronald McDonald House Charities of the Bluegrass and show them that they are big, important donors with hosting events like a Day at the Races or a Wine and Dine party, RMHC would also gain more high-paying donors in the process.
Our big idea for this campaign was “be an influence, leave an influence,” expressing that through the power of the Charity Chaser’s social circle, they can spark a change that makes a real impact on their community. We created deliverables personalized to them and gave them the tools to connect their friends to RMHC of the Bluegrass’ Forward Families. These deliverables included a direct mail letter from our Family with magnets, stickers and an introduction card; a new website tab to outline the membership tier system we designed to increase recognition for high-paying donors; teardrop and banner flags for RMHC of the Bluegrass’ Swing Fore the House event connected with a shareable social media graphic; a Day at the Races hosting party box with a betting board, banner, vase, horse cocktail stirrers, julep mugs, confetti and a table runner; and a Wine & Dine Box with recipes and a paired bottle of wine for each for three courses, thank you notes, lapel pins and a QR code linked to a video of our Forward Family. Although there are a lot of components to our set of deliverables, they all work together seamlessly both in terms of aesthetic and purpose.
-