PUTTING FAMILY STORIES FRONT AND CENTER
Ronald McDonald House Charities are well known throughout the Rochester and Finger Lakes Region, yet many don’t thoroughly understand the services they provide to families in need. We empowered them to better share their mission and vision, and elevate their fundraising efforts and events.
Ronald McDonald House Charities (RMHC) of Rochester supports the health and wellness of children and their families through innovative programming, services, and community partnerships. They provide much more than a roof over someone’s head when their child is battling illness or injury — they bring the feeling of home when it’s needed most, caring staff and meaningful connections, and a commitment to constant innovation to support positive outcomes. However, the stories of children and families were not the focal point of key fundraising efforts or events, which was limiting their success.
The Cause Collaborative brought RMHC services to life starting with their annual appeal in late 2017. Hand-drawn illustrations and a 3D house direct mail piece highlighted the attributes we heard from RMHC families. In 2018, we put the stories of families helped by RMHC front and center at their annual donor-facing event as well as multi-day home goods sale that’s open to the community. Simply and boldy named, “The Event” and “The Sale” were designed to give their brand a boost, so more people can understand the comfort, care, and compassion the organization provides when families need it most.
For The Event and The Sale, The Cause Collaborative developed more community partnerships for Ronald McDonald House than in years past and wove storytelling opportunities through event decor that included a mission wall, digital signage with family testimonials, and photos of the different facilities and points of care RMHC offers.
The Cause Collaborative also pulled together teams to create a totally unique space for The Sale, along with a unique event identity — something that was missing before. The Sale now features its own logo that ties back to RMHC’s branding standards, social media presence, webpage, and video explaining “The Why Behind the Buy.”