Ronald McDonald House Charities, which provides free 'home away
from home' accommodation at hospitals across the UK for the parents
and siblings of sick children, has appointed Summersault
Communications to develop a new communications strategy. The
strategy aims to increase donor contributions, create long-term
loyalty and build awareness of the charity.
Summersault has put in place a two-pronged approach, starting
with redesigning the bi-annual magazine 'Our House' and targeting
all existing donors. Additionally, high-impact, cost-effective
leaflets will be distributed to 1,200 McDonald's restaurants in the
UK to attract potential donors when purchasing their
meals.
Ronald McDonald House Charities is delighted that the first
issue of the magazine won the Class Award for 'Best External
Publication' at the British Association of Communicators in
Business (CiB) Central Awards 2009.
Belinda Whitehead, Marketing and Communications Officer at
Ronald McDonald House Charities, said: "We chose to work with
Summersault because of their creativity and experience in creating
measurable communication strategies. They also have an in-depth
understanding of Ronald McDonald House Charities and the work we
do."
Gail Franks, Managing Director of Summersault Communications,
commented: "Ronald McDonald House Charities relies solely on
public, individual and corporate donations so it was imperative
that any programme put in place was structured in a way that would
help boost donations and raise its profile.
"We are proud to be working with the charity and especially
excited that we have already won such an important award. The first
issue of 'Our House' has proved to be a real success and shows that
we are on the right track for Ronald McDonald House
Charities."
Ronald McDonald House Charities is an independent charity
providing free 'home away from home' accommodation at hospitals
across the UK, enabling families to stay close to their sick child.
To date, the charity has built 14 Ronald McDonald Houses and 29
sets of Ronald McDonald Family Rooms, providing over 400 bedrooms
every night of the year.