Ronald McDonald House Charities
Capital Campaign
With plans for an extensive renovation in the works, Ronald McDonald House Charities of Michiana needed a strategy to raise the necessary funds. Enter Villing+Co, a long-time marketing partner with considerable experience in capital fundraising.
Ronald McDonald House Charities (RMHC) has, without question, a committed support network and generous donor base – the audience we knew we needed to court. We also knew we needed community support in every sense word. To maximize marketing dollars, Villing+Co developed a communication strategy that educated those unfamiliar with the charity while reminding those in the know about the charity’s incredible outreach and deep sense of empathy – a genuine love for families impacted by the tragedy of a hospitalized child.
The theme we created, “Let Your Love Shine Through” was supported by an iconic red window that was used graphically and literally to rally interest, awareness and support for the campaign. Emotion is a powerful ally for RMHC and we utilized testimonials in a variety of ways to share compelling, life-changing stories – from volunteers, donors and guests who benefitted from utilizing the facilities.
The hugely popular campaign lasted for more than a year and generated nearly $3 million dollars for a new 15,000-square foot Ronald McDonald House located adjacent to Beacon Children’s Hospital in South Bend, Indiana.
