Ronald McDonald House Charities (RMHC) was inspired by one. One child who needed health care. One family who hoped to stay nearby. One community who came together to build the very first Ronald McDonald House.

We brought this theme – the power of “1” – to life through a grassroots movement around the world, activating the network of RMHC Chapters, loyal supporters, and McDonald’s customers. The focus was to promote our Donation Box program, our single largest, ongoing source of revenue, and encourage people to drop off spare coins at their local McDonald’s or donate online. The message was simple: one at a time, spare pennies, dimes & quarters add up to make a huge impact in the lives of children and families served by RMHC programs.

July 1, 2011 was our “Join Us For 1” event day. Weeks in advance, we equipped RMHC Chapters with a variety of assets including customizable print, poster and activation guide. We mobilized our online community & engaged them by creating a Facebook Event page and digital PSA, activating blogger partnerships, redesigning our RMHC.org homepage and creating a Twitter hashtag #JoinUsFor1 to rally around!

By 7/1/11, we saw a drastic increase in consumer engagement with RMHC.org, Facebook and Twitter:
• We surpassed last year’s event participation by 53% and saw more than 2,100,000 interactions on the RMHC Facebook page between June 1 and July 15.
• Together with 40+ Chapters, we reached 150,000 fans on FB and 20,000 followers on Twitter.
• By leveraging our blogger relationships we received 5,000+ views from various web-based media outlets.

In the end, we received $61,731 in donations (online & mail). We also saw a 5% increase in Donation Box revenue for the campaign time-frame.

This is a testament to our belief that at RMHC, there is strength in numbers & small change adds up to create big change for the children & families that rely on our Charity.

Credit Information
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Date of Campaign: June-July 2011
Contact Name: Clara Carrier