Ronald McDonald House of DetroitSynectics Media happily took on the challenge of assisting the Ronald McDonald House of Detroit (RMHC) in the Home Depot Facebook Challenge as they competed against 11 national non-profit organizations for donations. We also saw the opportunity for RMHC to gain increased exposure in the local market and the chance to build on existing social media and marketing efforts to strengthen future donor support initiatives.
The big challenges centered on getting public supporters within many different segments to vote daily for RMHC. Our approach was to reach people through various outlets, sharing the stories of the children and families they support. We used a multi-channel approach that included social media, local publications, TV, and radio, in addition to other web and traditional marketing tactics. The stories were also shared through video, website highlights, direct mail postcards, email blasts, and on all 212 southeastern Michigan McDonald's store tray liners and take-out bags. RMHC Board Members and local teen musicians became peer ambassadors via community connections and targeted YouTube videos.
The massive communications effort paid off. RMHC directly won $25,000, but more importantly they catapulted their long term engagement by increasing their email and mailing list contacts by 1,900%(!) and more than doubling their Facebook followers. This led to an increase in donations with a bottom line total of over $350,000 in donations and in-kind contributions being made in the last year.
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