Ronald McDonald House Charities of Central Illinois


Social Media

Works // 04.26.2019 // Ronald McDonald House Charities of Central Illinois

Campaign Dates:

May 1, 2018 – April 26, 2019

About

Ronald McDonald House Charities® of Central Illinois is here to serve and sustain families when catastrophe strikes the most cherished part of their lives – their children.

Mission

Ronald McDonald House Charities of Central Illinois provides a supportive place for families to stay while their child is receiving medical care and supports programs that directly improve the health and well-being of children.

History of their Chapter

A campaign to begin the House started in 1982 after research showed that an average of 45 children from outside of Springfield were being admitted to Springfield hospitals each day. In 1984, a capital campaign began, followed by a groundbreaking in 1985. Ronald McDonald House Charities of Central Illinois officially opened its doors in Springfield on February 15, 1986.

The History of Ronald McDonald House Charities

In 1974 when the daughter of Philadelphia Eagles’ tight end Fred Hill was diagnosed with leukemia, he and his wife soon discovered the difficulties faced by families of sick children. They spent sleepless nights on hospital chairs and ate vending machine meals. They also met many other families who faced similar situations: they had traveled long distances to bring their children to a medical facility but couldn’t afford a hotel room. The Hill’s joined with the Eagles’ general manager, Jim Murray, and Dr. Audrey Evans, head of the pediatric oncology unit at Children’s Hospital of Philadelphia, and together they created the first Ronald McDonald House. That first Ronald McDonald House opened in Philadelphia in 1974. Today there are more than 300 houses in 30 countries around the world.

The Challenge

RMHC of Central Illinois tasked McD to develop a digital strategy to help the launch of the new Peoria House. The goal was to use Facebook and Instagram to drive brand awareness, increase donations, and expand social media engagement between RMHC of Central and the surrounding communities.

Facebook Page: https://www.facebook.com/rmhcci

Marketing Objectives

  • Increase their Facebook following
  • Increase impressions (Brand Awareness)
  • Increase post reactions, comments, and shares
  • Increase video views
  • Increase traffic to their website
  • Increase donations

The Solution

  • Deploy 1 Facebook Page promotion per month to increase their Facebook following
  • Publish and boost 4 posts per month to gain more attention, which will result in increasing overall impressions, reactions, comments, shares, link clicks, and donations.
  • Publish and promote engaging testimonial videos of the families.
  • Deploy a strategic Facebook Live series. This included two Live updates at the site per month with one update focusing on construction with Kelly and Jon, and the other focusing on major donors.
  • Deploy 2 highly targeted Facebook traffic ads per month that will send the right people to their website.

Examples

Facebook Page Promotion Example

Top Facebook and Instagram Boosted Post Examples

 
     
 
     
 

The Results

Facebook Page Promotion

Total following increased by 2,282 people. That’s a 110% increase since the previous date range.

Facebook Impressions

Total impressions were 2,691,495. That’s a 674.2% increase since the previous date range.

Facebook Engagement (post reactions, comments, and shares)

Total engagements were 40,341. That’s an 816.8% increase since the previous date range. Facebook Video 209,800 Total Views

Facebook and Instagram Advertising

Total Impressions 1,407,829; Total reach 299,325; Total link clicks 15,512