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Ronald McDonald House Charities Northern NSW

Delivering a fundraising campaign that brought community together and exceeded the client’s expectations

Christmas is a competitive time for charity donations. We created an idea and executed a Christmas fundraising strategy that delivered a greater income for our client than previous years and blew the brief out of the park!

THE GOAL

Christmas is a time when many of us check our pockets for extra cash to gift to charities that are making a meaningful difference in our communities. It is also a highly competitive time for charities, who often revamp their tactics to make the most of the season of giving.

Ronald McDonald House Charities Northern NSW approached The Marketing GP to develop a creative fundraising strategy to pull together their community and broaden their donor base to help keep families together when they need it the most.

Rather than focus on the direct mail campaigns that have become typical of most charity campaigns, Ronald McDonald House Charities Northern NSW wanted to take a largely digital approach to the campaign. 

The campaign approach was left in our very capable hands.

RMH_CDA_VinnieArtwork_Oct2019-V2

WHAT WE DID

We have strong storytellers within our team of expert marketers and extensive experience creating impactful digital marketing campaigns.

After the Ronald McDonald House Charities Northern NSW found the perfect family to share their story, we created a campaign that focused on inviting donors and businesses to support families in similar circumstances at Christmas.

The #12DaysRMHChristmas was created!

We looked locally for 12 businesses who each offered to match community donations up to the amount of $1,000 each. The Hunter and Northern NSW community have always been a community-focused bunch, so we had no trouble finding businesses who were happy to show their support in return for positive exposure for their business.

Each business was given their own allocated promotional time period, in which their gift was highlighted across Ronald McDonald House Charities Northern NSW’s marketing channels. We helped the businesses with video and imagery content to promote their inclusion.

We delivered a powerful, story focused digital campaign that both highlighted those businesses and shared our chosen family’s story. This incorporated social media, Facebook advertising, Google Ads, targeted email marketing, landing page creation, campaign branding, messaging and public relations.

results

The number one result that our client was most delighted by was that 

we overdelivered on their fundraising goal by more than 300 per cent.

Ronald McDonald House Charities Northern NSW plays a vital role in providing support and services to families who have a seriously sick or injured child. Raising funds to ensure those services continue to operate was key.

We feel privileged to help share the amazing work that Ronald McDonald House Charities Northern NSW do every day and to play a role in ensuring they continue to provide the important services that they do.

Beyond the dollar figure, we achieved significant attention from the community, media and businesses throughout the campaign. Here are a few highlights:

BIG MEDIA ATTENTION

The campaign was featured in Newcastle Herald, Hunter Headline, and Hunter and Coastal Lifestyle Magazine.

sponsored by local BUSINESSES

12 local businesses raised their hand to donate $1,000 to double any community donations. As a result, the businesses themselves received significant brand awareness through the campaign marketing channels.

ADS BUILT INTEREST FROM NEW DONORS

Over the campaign, we delivered 18 strategically targeted ads across Facebook, Instagram and its related sites. As a result, we reached over 80,000 people in the relevant communities across Northern NSW.

STORYTELLING CAPTURED THE HEART OF THE CAMPAIGN

A good story is vital to an effective fundraising campaign to build an emotional connection with donors. That's why we used video, imagery and storytelling to enhance this campaign.

EMAIL MARKETING ACTIVATED DONORS

Multiple campaigns were sent to a number of targeted audiences over the course of the campaign. As a result, our campaigns were opened over 9,000 times.

Creative, flexible, diligent.

We reached out to The Marketing GP as we were initially looking to get a fresh set of eyes on one of our yearly fundraisers. The team breathed new life into the campaign, coming up with innovative ways to maximise our exposure and - of course - increase the funds raised. From there we have been working with them on an ongoing basis and have been impressed with their ability to integrate all aspects of a campaign, to get the most out of it. They are fantastic at working with our families to develop content that tells a story and engages the community. The team is creative, flexible, diligent and great at working with multiple shifting deadlines! We really enjoy working with The Marketing GP

Ronald McDonald House Charities, Northern NSW