For the client project this term, my group and I were
assigned Ronald McDonald House Charities South Central Ontario. Our group had a
different experience, because unlike most of the other groups, Ronald McDonald
House is a very well-established charity, and already has dedicated donors and
communications. The first assignment that we had was to conduct a
communications audit, during which we would see what kinds of communications
they use, and to maybe suggest different types of communications. We met with Jill,
the communications manager at the house, in order to discuss the various
communication methods they use at the charity. The meeting went very well, but Jill basically told us that they did not really have any need for
us, and that she was mostly working with Mohawk for our benefit. The charity
already knew how to communicate to its donors and internal staff, and it did
not really need us to do a communications audit. When we conducted the
communications audit, we discovered that the internal staff was happy with the
communications they were receiving, and that there was really no need for a
change. The client was not using Instagram very much, but that was something
they were working on improving.
For the next part of the client assignment, we had to come
up with a fundraiser and execute it. Being a very established charity, Ronald
McDonald House did not really need any help with fundraising. However, Jill did
tell us that they would like to raise awareness of the charity, and what they
do. Many people think that Ronald McDonald House is owned and operated by
McDonald’s restaurant, and question why Ronald McDonald House needs donations.
In reality, Ronald McDonald is independently owned and operated, and while they
do get funding from McDonalds, it adds up to only about 20% of their annual
budget. McDonalds founded the first Ronald McDonald House in Canada in
1981, but they do not run any of the charity work, or own the houses. McDonalds also helps Ronald
McDonald House with fundraising, such as McHappy Day, when proceeds from Happy
Meals go to Ronald McDonald Houses in the area.
For the fundraiser, we started with lots of interesting
ideas, including holding a game night at a local board game café, and hosting a
movie night at a local school. When Mohawk College went on strike, we were not
able to carry out our fundraiser, and when school finally started again, there
was so much to do, we decided to change our plan. Instead of doing something
big, we used Ronald McDonald House’s fundraising platform “Make Fun Matter” to
make a fundraising page, and posted about it on all of our social media
accounts. Our goal was to raise $159, which is the cost of hosting one family
for one night at Ronald McDonald House, and we raised $459. We were very
pleased with the amount that we managed to raise, but we were also happy that
so many people saw our message, and obviously responded to it. Awareness was
what the client wanted, and hopefully we helped to provide it.
I think that while we learned a lot from our experience, it
was very different from what other groups experienced. Our client was very well
established and well-known charity. They hold galas and charity golf tournaments
every year, thanking donors who gave generously throughout the year. Everyone
knows the name Ronald McDonald House, even if they do not fully understand how
it works. Despite the fact that our help was not really needed by the charity, it was still a great learning experience, and we were pleased that we
managed to raise money for a charity that the whole group thinks is very
important.
(Ronald McDonald House Charities South Central Ontario)
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