A challenge for you …
Fellow Business-Builder,
I need your help.
You may recall the following story I wrote. It was written a couple years ago for the Wild West Wealth Summit, which I held in 2007 and 2008.
Read this first, then we will get into how I need your help …
My 3-pound reasons why Ronald McDonald House
gets 10% of my sales
Why is Ronald McDonald House So Important to Me?
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It started at around 12:15 pm on October 8th, 2000. A warm-weather October day, we were sitting around the kitchen having some lunch. My wife Kari was 31-weeks pregnant with twins tucked away safely inside her.
My life changed right then and there.
She went to the washroom and came out looking VERY pale.
I’ll never forget what came next – “I think my water just broke!”
I thought she was kidding – the babies weren’t due for another TWO MONTHS!
She wasn’t.
Off to the hospital we went. Unfortunately our regular doctor was on holiday (why is it they are always on holiday when you need them most?). The doctor that saw Kari did his evaluation and went off for a few minutes.
When he came back, my life changed again!
“I’m afraid we have a problem” he said in a thick British accent. “There are no incubators left in the entire province – we are going to have to send you to another province.”
A province of three million people and hundreds of incubators for premature babies – and they were ALL full.
Next thing we knew, less than an hour-and-a-half later we were on a Learjet with a medical team at our side – on our way to Vancouver.
By this time we were scared to death about what was happening and what state the babies were in.
We got to the BC Women’s Hospital in Vancouver to a very welcome reception and prepared medical team. They did their thing and informed us on what was happening. Kari’s water had broken – nine weeks early. They wanted the babies to stay inside as long as possible to help their lungs develop further. So they gave Kari some kind of steroid shot specifically designed to help premature babies lungs develop faster than usual.
The next two days were pure torture … Not knowing what was happening … how the babies were … and what would ultimately happen.
On October 10th, 2000 right around 1:17 pm Kari started having labor pains – this was it!
Emergency c-section was in store as both babies were laying in there breach. At 3:03 Katrina was born and at 3:06 Hailey was born – they both came out screaming so we knew their lungs were fine (six years later those lungs work just fine still – very healthy – and loud).
Katrina was just under three pounds – Hailey just over three pounds. Tiny – but healthy.
From there, it was a whirlwind. Every day we would go visit them in the nursery as often as we could – watching them – cuddling them. (Kangaroo Cuddles they call it with preemie babies - when the parents hold them tight against their bare chest and cuddle them for 30 minutes at a time. It gives the babies a chance to feel close and warm to the parents they are so used to being close to – especially mom. It helps them develop faster – and is medically proven for preemies to help them grow in a world they were not supposed to be in yet – they were supposed to be doing this growing inside Kari for another 2 months.)
Kari stayed in the hospital all this time – I wasn’t allowed. I stayed at the Ronald McDonald House accommodation wing. They treated me like gold – and gave me fast access to see both Kari and the girls.
As stressful as this time was for the both of us – I will always remember the Ronald McDonald house for the fantastic service they had.
Hailey and Katrina ended up staying in Vancouver for three weeks, then a Calgary hospital for two more. Finally, they returned home all healthy, happy and a little bigger (just about a whopping six pounds when we took them home).
So THAT is why the Ronald McDonald house is my charity of choice. They gave me peace of mind in an incredibly difficult time. They provided a home to the dad of my beautiful two girls … and they gave me a memory that will never fade.
Katrina & Hailey - Age 6! Happy & Healthy!!
Thank you for all that you do!
This is a very personal reason for me to give a percentage of revenues to the Ronald McDonald House. I look forward to the day I can hand them a nice five-figure amount to help with their cause.
As you can see, Ronald McDonald House is very personal to me.
It is also the reason I help them out with one of their annual Rock the House Run events. It is an annual fundraising event centered on a 10Km run and walk event (that’s seven miles for you non-metric people :o). Last year we had 700+ people taking part in the run … and fun was had by all.
The “rock” part is a brilliant idea to differentiate this event from the many other fundraisers out there. Along the run, there are 12 different bands that line the road. Spaced far enough apart so they do not overpower one another … but just close enough for the runners so that there is always some music to listen to during their run.
Ronald McDonald House depends on these events
for their survival.
From donations through individuals … to corporate donations … to fundraising initiatives like the Rock the House Run.
If they don’t have the funds … they can’t support the families in their time of need.
So I am one of their many volunteers in place to help with the upcoming run.
Which is where I need your help … and there will be some side-benefits for all of us that read these posts.
The best part? What I am about to ask of you should apply to every single one of you marketing a business.
So …
… How would you promote this fundraising event
with zero budget?
I will start with some of the plans we have in place, but would love some of your feedback and ideas.
That’s what great about The Total Package … you.
You frequent us regularly.
You soak up all the advice handed out to you every single day.
And you give exceptional feedback that can help other businesses.
In this case, I am asking for your help with Ronald McDonald House.
Here is how we got 700 people last year, and also how we have planned to grow it this year. The event takes place August 9th this year, so there are 60 days to get as many people as possible to take place (the runners all pay a small fee to take part, getting a t-shirt, water and snacks as part of their fee).
- Radio sponsors that give free publicity and promotions for the run. The radio personality who is helping us this year is very well-known: He takes part in community events every week of the year, he is very popular, has a great sense of humor, and he even runs along with everyone else (with a live-feed strapped to him so he can broadcast while running).
- The radio sponsors also hand out 20,000 or so coffee mugs in the coming months, and are including McDonald’s coupons and flyers for the run in every mug.
- Running clubs around the city promote the run to their members.
- Television coverage is donated by one of the big channels locally.
- Fitness trainers and running coaches are also involved and tell their clients to attend.
- Flyers are distributed to as many fitness-related businesses as possible (clothing stores, equipment stores, gyms, etc).
- Posters are placed across the city.
Some of the opportunities I see for this year,
that haven’t been used in the past
- The run has a strong family component to it (both in who uses their service, and in the shorter 5km run and 1km walk that also take place at the same time). So I see an opportunity to work with the Brownies, Girl Guides, Cubs, Scouts groups in town to see if they will promote to the families
- New baby announcement groups. The Welcome Wagon organization has lists of all the new parents and possibly could be asked for help with these lists (usually they charge for the lists)
- Social networking. A Facebook page would be nice, but there is some concern with Facebook’s policy on ownership of images posted (Facebook takes ownership of images that are placed on pages on their site … a major concern for Ronald McDonald House)
- Twitter. Most definitely a fit to spread the word on a local basis. Directing people back to the information and registration page.
- Family venues in town – the Zoo, the Calgary Stampede (a 10-day event with over one-million people attending the midway)
I would love to be able to do more marketing of it, but we have almost no promotional budget to work with.
So, what would YOU suggest we do to help them out?
Any suggestions will be very much appreciated by Ronald McDonald House. And your ideas would also be a big help to others who read this blog who are trying to market on a budget (or no budget).
Can you help?
Please post your comments below … and thank you.
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
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A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
"Don’t wait. The time will never be just right.”
–Napoleon Hill
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40 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
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– Clayton
Comment by Connie Legrand — June 12, 2009 @ 11:01 am
Tony,
Seem to me you have it pretty covered for no budget marketing, great job. I do have one suggestion, check with the utility companies and see if they will promote with an adder on the monthly bill…they usually have room for their holiday greetings so maybe they will use the space for an invite to the event. No cost to anyone!!
Lots of luck,
Connie
Comment by Brad — June 12, 2009 @ 11:23 am
A couple quick thoughts:
1. See if you can attach riders inside all of the McDonalds bags about the event.
2. Try to build a database of email addresses this year of both participants and non participants and maybe have a viral tell a friend script to attract more. This way you’ve got them to work with now AND a base to work with next year.
3. Maybe have all of the marketing lasering in on a unified front where you drive people to some cool report based on a DRE they can download when they submit their email. (maybe even find a “whale” that will donate a dollar for every email address that’s collected, and market that fact)
4. Hell, use the “dollar per email” promo to drive the viral script as well… everyone wants to help out and give.
Sorry this doesn’t have any structure… but I’m just flying off the top of my head
Brad
Comment by Will — June 12, 2009 @ 11:31 am
Tony,
This is just the first idea that came into my head but hopefully it will spark some ideas from others.
I think one of the easiest ways to get maximum exposure with little or no marketing budget is definitely going to be through the mass media. Approaching fitness clubs, gyms, etc will probably get you a few extra runners here and there but from what I hear, you want to make this MASSIVE - and why wouldn’t you. It’s a great cause.
For that you need to get a little more creative.
Yes this is a fun run and supports a great charity, but in terms of the media promoting you, we need to find some way to turn it from just ‘another’ fun run into a more newsworthy event.
One idea would be to do some searching through the Guiness World Records book and look for a record that has something to do with this event. Maybe it’s most people in fun run, most people running with prams - you know what I mean. Find one that you feel is within your reach and would appeal to a majority of people.
Then create an event around this fun run that way. Once you have a more newsworthy story like this, the media will be all over it.
Just a thought…
Comment by Rick Wilson — June 12, 2009 @ 11:39 am
Troy,
You’ve done a great job on covering your basics here. Let me add a couple of ideas.
The key is to allow other organizations to become a co-sponsor. Your radio sponsor pretty much locks out other radios stations, but they will usually tolerate another media like a newspaper or television station.
As an “official” sponsor these media sponsors have their logo added to the sponsor logos on the posters, handouts, etc. Their buy-in is to provide promotional ads that say they are a sponsor, it is a great event, and encourage people to participate.
You may be able to get them to do an advance story about how the event is shaping-up. If you find a good human interest angle you’ll increases your chances of coverage. Of course, their coverage of the event itself, gives you some added momentum for next year.
Another strategy that works is to tie-in some other local advertisers as co-sponsors. They dedicate the last 15 seconds of the radio spots to saying that they area proud sponsor of the event and encourage people to support it too. (This also works in print and TV) This can get you tens of thousands of dollars in coverage using their budget.
You are selling something that they want - to be perceived as a positive supporter of community. You are selling the idea of helping kids and saving lives. These are powerful messages and most businesses want to align to them. By providing an opportunity to piggyback onto your event, the sponsor gain some powerful PR.
Lastly, you may be able to pick-up a “Platinum” sponsor who comes with a checkbook. They get the prime position in the logo line-up. This gives you the budget that has been missing.
One of my “love” clients is a regional non-profit children’s musical theater group in Northern California. Using these strategies we generate about $100,000 to add to the cause.
I hope this helps. Best of success with the project!
Warm Regards,
Rick Wilson
Comment by Daniel — June 12, 2009 @ 11:43 am
Hey There,
Perhaps another way to raise funds and promote the cause tandem would be a charity auction hosted on ebay. This could promoted with a press release for an even wider impact.
You could also host a raffle around your area with the results to be announced on the day. People purchase any number of tickets for the chance of a prize and give you their name, email/phone. Many will turn up on the day and you will have contact details for this event and forthcoming ones for the entrants.
Create some sort of viral video to distribute to all the usual suspects and encourage people to visit a website, pass it on for awareness.
Hopefully there are some ideas to get you going and I’m sure many others will come along to contribute…
Good Luck!
Comment by Sean McCool — June 12, 2009 @ 11:45 am
Offer a discount off of the registration for “teams”. Give teams a different color t shirt if possible–not each team but anyone on a team gets a different shirt from the individual runners.
For PR, you could tie in the team theme because the RM House is a team effort to make it work. Get offices to come out, schools, churches, neighborhoods, whatever.
Offer a relay option. 5-10 runners for the 10k. They could carry an empty Big Mac container-donated by the local McDonalds as the baton.
Also offer a best average time among teams, biggest team, team with the member the farthest distance from home, all female team, high school team, etc…
This should create a more viral aspect as runners start recruiting non-runners into the event.
Thanks for getting my brain moving with some creative thinking.
Sean McCool
Comment by Kathleen — June 12, 2009 @ 11:52 am
One great way to market yourself or your product is with articles. Write short articles for your local papers to promote your event. There are also lots of places that allow you to publish your articles online. Use these articles in conjunction with your social networking to draw people to your story.
I also happen to know the editor of LoveToKnow Charity. They may be willing to do an interview that you can use to direct people to a website set up for this event. LoveToKnow gets over eight million unique visitors a month so it would be great exposure.
Comment by Greg Gunter — June 12, 2009 @ 11:59 am
Rick’s suggestions above are excellent, as are the one preceding them.
Similar thought to Brad’s above: If you haven’t already, develop a web page promoting the event, listing the sponsors, and making it easy for people to sign up to participate.
You should have contact information for the 700 people who participated last year. Develop an e-mail signature with a hyperlink that kicks people to the web page. Send an e-mail to the 700 people who participated last year, asking them to use the signature (or a single promotional line with the hyperlink) in their e-mails between now and the event. Ask them to send an e-mail to 10 people they know who might participate this year. Those 10 people do the same, and so on.
Also, develop a promotional e-mail (again, with hyperlinks to the web page), and ask the organizations in town who have a natural interest in helping with this sort of thing to send it out to their lists: The Chamber of Commerce, local civic groups, United Way (or the equivalent), the local hospitals, etc. Work up material for them to run in their printed newsletters as well. They’re always hungry for material to run.
You could set up participation by “teams” (the Rotary team, Civitan team, hospital team, etc.) and recognize the highest participation teams with certificates and prizes (at their next meeting, not at the event), making sure they get some ink and photos in the media after the event. Civic groups love that sort of thing.
Comment by John Gilger — June 12, 2009 @ 12:20 pm
Adding to Greg’s ideas, get the athletic teams from high schools into the competition. Can the Hockey team raise more money that the basketball team? Can the footballers finish the race faster than the wrestlers? Which high school track star will cross the finish line first? Why not invite colleges in the area to join in?
To publicize the event, do a “JV” with all these Internet gurus that flood my mailbox every day. They certainly have the lists. Issue a challenge for someone to be the runner who traveled the greatest distance to participate. Or which guru has the most generous list of donors? Does Ronald McDonald house have a PayPal account? I think Frank Kern, Eben Pagen, Harlan Kilstein, or the rest of the big name promoters would love to say that not only can they produce million dollar launches, they can produce million dollar charitable donation drives.
Me? I’m passing your link to my little bitty list
John Gilger
Comment by Chris Goegan — June 12, 2009 @ 12:21 pm
Troy - great cause and you have soooo many bases covered.
Here’s one…
It’s in Canada. Game 7 is going off right now. The Cup is hot and players are making it a priority to get involved in the community. … NHL Network has been running lots of spots of players doing works in the community.
So, here’s an idea….
Get an NHL celebrity to agree to come out and be there for the event. Heck, maybe even they would run. Charge a premium for a special picture/autograph session. Maybe even through in a special limited edition signed and numbered puck. Or raffle off a signed jersey or stick. The NHL celeb could do spots to promote the event too.
What Canadian in their right mind wouldn’t go gaga over a chance to rub shoulders and hear stories from their favourite local NHL stud?!!
Presto, voila, there it is…
Just a thought.
Hope it helps.
Respect and blessings for your cause.
Chris (fellow Canuck teaching proper use of “eh” in California)
Comment by Mel Collins — June 12, 2009 @ 12:48 pm
Troy,
Go to the soft drink company that the McDonald franchisees pour and ask them to promote the event ON THE CANS AND CARTONS (that wrap the cans, in six packs, for example). A can with the announcement on it may be used towards an admission price for spectators or, if there is no admission charge the can may be used for delivery into a collection device (or devices) placed at the event… with a contribution made by the soft drink company for every can collected at the event.
It becomes a win-win situation for all involved.
The attendee gets a value (or has the ability to generate a contribution from the soft drink company).
The soft drink company is supporting a great charity (as well as one of their biggest customers).
The soft drink company is able to subsidize their support with incremental money gained as a result of a measured sale. They may even stimulate trial among non-users while supporting customer loyalty… and even creating an emotional synergy between the brand and the event supporters.
The soft drink company gets strong PR even among people who don’t buy the brand since their support of the event is trumpeted on shelf in every supermarket, grocery and convenience store in the region.
Their cost for the plate change on the can is minor compared to the value they achieve.
Wishing you all the success for this wonderful cause…
Mel Collins
Turning Ideas Into Reality
Comment by Troy White — June 12, 2009 @ 12:54 pm
Thanks everyone! Some exceptional ideas here and I look forward to putting them into use.
The one challenge we have is that an outside firm collects the $ for the runners, and they control the database. I am trying to find out what we can do to use the names (as they should belong to Ronald McDonald House Alberta, but our privacy laws in Canada are overly strict and some limitations need to be figured out).
Loved the NHL celebrity idea - thanks Chris, eh. (seeing that it was 80 degrees here last Monday, then snowed on Thur, hockey is still top of mind! Unfortunately. Would much rather be basking in the sun than shoveling snow :o)
Rick: great ideas! Thanks for sharing… they worked for
you… they will work for us.
Sean: Good idea on the group signups. I think we can use that with downtown offices and getting more community and group signups (they do get a discount with groups, so should work)
We are going to be leveraging my story about the house through the media in any way we can. In this day and age - more positive news needs to get out there - the media is having a field day with the negatives!
John: good stuff there. Lots of ways in your comment we could be pushing this out to the local community — thanks.
And thanks to ALL of you if I didn’t mention your name here. There are tons of great ideas here.
My secret goal for this is to show ALL OF YOU that the ideas being shared… apply to you too! It may actually take a bit of thought… but they CAN be made to work in your business too. I dare ya to make it fit.
Thx, Troy
Comment by Mel Collins — June 12, 2009 @ 12:55 pm
Oh Troy,
One more thing…
Try the same thing with the milk company… on their cartons… for all the same reasons (except they are not poured at the McDonald’s).
Mel Collins
Turning Ideas Into Reality
PS Don’t stop there… use the premise for other regional packaged goods sponsors
Comment by Lois Jones — June 12, 2009 @ 12:59 pm
We have a small paper in Airdrie that is delivered FREE to 14,500 homes in Airdrie, Crossfield & Irricana.
I would be happy to chat with you on how you can reach the north end of Calgary for sure.
Lois
Comment by Paul Flood — June 12, 2009 @ 1:05 pm
Troy,
I remember a few years back when some guy put up the viral picture in which people paid a dollar to buy a spot. What if you did the same thing with the Ronald McDonald House? Create a big picture and invite people who’ve been affected like you to buy a piece of the picture or sponsor a runner?
Maybe each photo could be a picture of their local RMH or RMH kids. What about inviting people to buy a spot and place a picture of their preemies who were once in incubators? It could be the kids during their first trip to McDonald’s. Their first fun meal!
That might have some viral potential. Put a tell-a-friend script on the thank you page so they can invite friends.
It truly is a wonderful charity.
Good luck,
Paul
Comment by Gary Gile — June 12, 2009 @ 1:16 pm
Troy, I get many calls from organizations asking for donations. I am sure we all do. The problem is this year non-profits aren’t doing as well as in the past. The economy sucks and people need to take care of their own families first. How can they justify donating money to others, which they would love to do if they could, when they first need food on the table and gas in the car?
Luckily there is a solution and a very good one. For example, I donate $30 or more to Ronald McDonald and in return I receive $600 in food and fuel. With that kind of exchange, just think how many people would jump at the chance to help out.
Oh, and they get so much more for their small gift. They also receive a free KidzIDz card valued at $30 which is priceless if your child is missing. In addition they receive a discount pharmacy card which helps them save up to 60% on purchases at the local pharmacy.
I have never seen anything as good as this. Check it out at http://OTBFundRaising.com.
Yes, I do make a small commission and for the summer I am donating back 50% of my profits to the organization.
Comment by Joachim Klehe — June 12, 2009 @ 1:16 pm
As mentioned above, seek co-sponsorship with other groups in the area. I’m active in the car scene here in Texas, e.g., the Texas Cobra Club, and I regularly enter car shows with a significant charity component. Look for groups and clubs around cars and motorcycles in your area — these are generally expensive hobbies and the folks enjoy working with and supporting charities.
Another idea that I shared with Hugh (at gapingvoid.com) is to get online marketers to donate some of their art work and other products for a silent auction. The businesses get additional exposure they otherwise wouldn’t have and the charity gets all the proceeds from the auction.
If there’s a large gathering at some point during the day, get someone from one of the athletic or car clubs to do a ‘challenge’ donation. At the recent yearly meet of the Texas Cobra Club, I announced to the crowd that the ‘Boerne TX Cobra Club donated $100 to Operation Comfort and challenged the Austin, Dallas, and Houston clubs to meet and exceed my donation. With just under 200 people in attendance at this event, we raised over $7000 for our designated charity.
Best of luck to you!
Joachim Klehe
Boerne, TX
Comment by Stan — June 12, 2009 @ 1:32 pm
Hey Troy,
You’ve taken on a big one. Maybe make it even bigger.
What if instead of a local event, it became a national or global event?
What if every Ronald McDonald House and affiliated charity was contacted (info is on web) - urging them to make this a BIG event - inviting all those world-wide, who have taken advantage of RMH at some time, to attend (reciprocity) - further invite extended families and friends whose lives have been touched by the little ones (heartstrings) - to come together to this homecoming (community)
Airlines and other transportation could offer discounts to make family travel affordable. Get tag along promotion off the Calgary Stampede. I hear it draws a few thousand folks.
Last, but not least, hit up McD. Hit ‘em hard. Show them the benefits (you know how to do that Troy) of kicking in with help and bucks
Think BIG!
“If you’re going to be thinking, you may as well think big.” ~ Donald Trump
Make it more than an event - make it a once in a lifetime opportunity no one in the RMH extended family will want to miss.
Hey Troy, you know snow. Think snowball. Just keep rolling it bigger and bigger and bigger!
Think WOODSTOCK
Why not? It IS do-able. You need a minimum of three very large-minded, high-energy people who are interested in your cause to make it happen. You’re one. You need at least two more.
Keep shining your light Troy.
Cheers,
Stan
Comment by Cheryl Antier — June 12, 2009 @ 1:38 pm
Hi Tony,
Cheryl Antier here - as you know, the Ronald McDonald house also has a very personal place in my heart, so I’m happy to help you with some ideas…
1. When you’re thinking television coverage, don’t forget local cable. Not only can you have your PSA’s posted to cover the event - for free and probably for a month before, but you can create your own fun ads - and have them played - and since it’s a charity, again, you can get a killer deal.
2. Go wide and deep in partners who will announce. Do you have a United Way? Volunteer Centers? 411 (Information Centers)? They all have newsletters. What about colleges and universities? (Think Fraternities, Sororities and Alumni along with current students. Sports stores, bike stores, sporting goods or athletic clothing stores - all have newsletters, most have email lists. All of the utility companies have newsletters and also most will put something into the monthly statement. Why not have the RMH create a paypal account and give people the opportunity to donate right away - ask in the announcement
3. What about your local Dominos pizza store? Now, honestly, I’m not up on what’s legal in Canada, but I can tell you what I’ve done in the U.S. and maybe you can figure out if it’s possible… You create a flyer and they’ll add it to all their pizza boxes - plus they were happy to give us a coupon for $2.00 off a pizza purchase for a $1.00 donation to the cause.
3. Get people who aren’t runners involved. Using your theme… How about find a die cut in the shape of a rock - your girls’ school probably has them, but if not, find a picture - graphic - of a simple round rock. (Remember pet rocks?) You want it to be big enough to have someone be able to put their name on it and print “Ronald McDonald House “Pet Rock” for Rock the House. (If Pet Rock is trademarked, chances are they’ll give you permission to use it for such a worthy cause). Put together a volunteer packet and a participant packet and get your volunteers - remember your girl and boy scout troups? to go around to local grocery stores, gas stations, convenience stores - basically anywhere there is a sales person or an attendant who can sell them to people. For $1.00 - people get to put their name - or whatever name they want - on their pet rock. And of course, any group of people - whether they’re in an association or work together or whatever, can also do this. In fact, it would also be a great thing to do at all the McDonald stores…hint hint. If you want details on this one, email me.
4. Ask people to create their own “Rock the House Videos” - and post them to You Tube. See if the Cable station would run the winner? People could vote for the winners online. Or, set up a voting thing with one of the mobile phone companies who is already a supporter of McDonald’s and charge a nominal fee for voting by portable phone.
5. Set up Rock the House contests in local neighborhoods. Have people get creative and do something in their front yards to promote it. Prize could be McDonald’s food for a month or a year or something. (Or it’s so easy to get prizes donated.) And of course, people could take pictures of their entries, post them to flickr or the one that puts photos on twitter (can’t think of the name right now) and again - let the public vote on the winners.
6. Have a Rock the House T-Shirt Contest and invite local artists to design a Tshirt. They can be sold each year - and save a few shirts from each year - to auction off as they become one of a kind collectibles.
7. Have kids in the hospital (coordinate with Child Life staff) draw pictures around the theme - and choose 12 winners based on age groups - and create a calendar for next year - and sell it at the event and afterwards.
8. Look at all the great stuff that can be created at places like Cafepress - any of your winning entries could go on mugs, mouse pads, etc. Create an entire line of Rock the House items that are for sale all year long.
9. Record each of the bands who are playing this year and create a cd and sell it - again, could be sold and promoted all year long.
10. Take any of the above ideas with items to sell - put them on Ebay…
11. Talk to the bands. What about a contest for local teens… using video creation to promote the event - where there will be 12 winners who get to be a band member for the day of the event? Prize could include a photo session with the band (someone taking photos during the event), and hang out with them during the after-event.
12. Are you doing a VIP event after the event?
13. Are you getting any celebrity endorsements - or having a celebrity show up at the special after event? (Which you could charge for, of course and get donations - could even be held at the local RHM so there’s no rent and people can see what it does.
14. How about a “Let’s Rock the House” with a No Dinner Dinner? Do this before the event.
15. Rock painting… face painting… Rock Candy
16. Photos of rocks… Believe it or not, there’s a fabulous group on flickr - that takes incredible photos of rocks - look for BeBalance - he might be able to help you do something around that.
Now… some of these require more work than others, but that’s what volunteers are for - and recruiting new volunteers to be in charge of different activities is something the RHM is fabulous at, but so is the United Way, volunteer Centers, Youth Groups, etc. Just choose the ones that work, put your committee chairs together and let them, well… rock!
And each one of these ideas comes with some fabulous opportunities for getting additional publicity - to the point that you achieve critical mass faster, and get more people involved.
That’s all I could come up with off the top of my head. If you need more, just let me know. I’m sure I could come up with a couple more ideas.
Take care, and Thanks for the work you’re doing for a place that has saved the sanity and the hope of so many families.
Warmly,
Cheryl
P.S. Tell Ronald hi for me…
Comment by Cheryl Antier — June 12, 2009 @ 1:43 pm
Hey Troy - Sorry for the Tony - mine came in as I started typing your name and I typed his instead! Mother fingers!
Cheryl
Comment by Jeremy — June 12, 2009 @ 1:48 pm
Tony,
Feeding off of Will’s comment (comment #3) on the media, maybe find a local family in need of the services your raising funds for and have the media do a piece on them, therby tapping into the emotions of potential donors and sponsors.
Comment by Paul Guyon — June 12, 2009 @ 2:04 pm
Troy,
I always enjoy your posts. I have learned a lot from you thanks. I also admire your passion for your cause. I have similar one so I can relate. Here are a few ideas that come to my mind, in no particular order of importance.
I assume you want to attract runners right? How about getting your social marketing volunteers to sign up to running related forums and social sites? Runners, race directors and fans like to gather there and interact. (do the same on Facebook.)
They could promote the event on forums using the signature box. Driving traffic to the registration page.
Look for list owners who have the same customers you are looking to recruit e.g. Equipment manufacturers, trainers, coaches, associations and see if you can do some kind of cross promotion.
Create slideshows and vidoes of last years events and post them to the major video sharing sites like YouTube etc. Again pointing traffic back to the reg page.
Have volunteers write articles about the event and post them to article sites and blogs.
Create blogs and squidoo lenses and post your articles there.
You could also contact Road Race Management. They call themselves: The world’s leading information source for road race organizers and the industry that serves them. Send me an email I have a contact there I can intruduce you to.
I also can connect you with a gentleman that runs a race in Toronto who may be able to help. Again send me an email and I can connect you with him.
Lastly, create a viral report that celebrates the top 7 reasons one should get involved (or other compelling headline.) Make sure it also tells people how to help using some of the suggestions about especially blogging, article writing, Facebooking and Twittering.
Make it into a video and podcast and submit them around.
Encourage people to pass this report around to make it go viral. You could refer to it on the registration page (the tell a friend idea is a good one.)
Hope this helps Troy. Good luck with promoting the event.
Paul
Shoot, one more thing. Hold a contest to see how many registrations each person can generate and reward them with regonition on your blog and 2 Free Passes to the event or a Premium. Something of value for sure.
Comment by Ryan Mann — June 12, 2009 @ 7:58 pm
Hi Troy,
One thing we know the media likes numbers and facts, one thing I notice in Ronald McDonald House year end report the longest family stay in their fiscal year was 230 days. Having the media doing a story on how this family was served and the lengths and breath RMHSA went to make life and easy and comfortable for them could be talked about.
You could also highlight the total number of families served since RMHSA came to Alberta. Also playing off the McDonalds theme of 1 billion served your Press Releases could also talked about the total number of families served since they began on 1985. You could be celebrating the 20,000 this year.
With just under 8 weeks before the run you could turn this into a weekly series in the local media in which every week a different family brings awareness to different illness. With the only stipulation being the family stayed at the RMHSA.
With all these ideas you ensure the press talks about the run and way in which participants can take part and how donations can be made.
Ryan Mann
Ontario
Comment by Margaret — June 12, 2009 @ 9:23 pm
Have you thought of targeting grandparents? Those in assisted living facilities could walk or wheel the 10 km.–as a group–in their buildings. I believe some families would sponsor them generously. Reach those still living in their own homes through the seniors’ recreation centres and groups. Maybe there could be a prize for the team of say, five seniors, that together has the greatest number of years, and another for the team that covers the most distance.
Comment by Olive — June 12, 2009 @ 9:25 pm
Troy:
First –Thanks for all your fantastic copywriting and marketing articles and inspiration.
A couple of suggestions:
Have non-runners at intervals along the route pass around an empty Big MAC container for the folks who are cheering along the route to put in their pocket change (it’s amazing how much change some folks have in their pockets).
I’d be happy to write up an article to distribute to my Peak Potential friends and colleagues up in Canada who just love to ‘help’ in true T Harv Eker, Warrior spirit. Many of them are on Facebook and many of us also Tweet.
Send me more details.
Olive
Comment by Linda Kaun — June 12, 2009 @ 11:12 pm
Hi Troy,
There are so many fantastic ideas here so far. What struck me was the emphasis on the Run aspect, targeting runners and sports fitness types. Why not call it a 10K Run/Walk? You mentioned something about shorter distances too. This pulls in many others who would not be able to run, but would love to walk all or part of the way. It just seems like it opens the whole event up to more people.
Be sure and report back to us!
And thanks for all your fabulous ideas over the years.
Linda Kaun
Comment by Raymond — June 13, 2009 @ 9:24 am
“Have non-runners at intervals along the route pass around an empty Big MAC container for the folks who are cheering along the route to put in their pocket change (it’s amazing how much change some folks have in their pockets).”
Genius.
Add a video camera for guerrilla video footage of the events, “testimonials”, and to up the average amount of money that goes in the container. (People will put a $20 in there if there is video proof of them doing it/feel ashamed to put in .38 cents on video)
Comment by Sherri Ashley — June 13, 2009 @ 12:05 pm
Here’s what I would do.
It’s gonna sound a little crazy but it would be a way to
make money directly for RM House and get people to participate and aware on a larger scale within your area.
USE YOUR RADIO GUY and have him announce that to support the RM House he wants everyone to take a few minutes and paint a rock (preferably palm size),Decorate it, use the “Rock the House Run” slogan or anything that makes them smile.
He could use slogan on air something like “Everyone in Calgary ROCKS - so bring yours down and support a great cause” blah blah blah….
Get the local people involved, schools, local kids clubs , chamber of commerce, churches, etc. They could hold a special “rock Painting” event and all get together with their respective groups and have a really fun time with it.
Have a central location where they could bring their finished rocks
Get a local bag company to give you some plastic see through bags for free so that all the rocks can be protected and ready for sale.
Get in touch with the stampede and get them to give you a free booth so that you can sell them.
Get a sign guy to make a big banner with “Rock the House Run all proceeds go to RM House” banner provided by …..gratis of course
Get a trucking company to haul them for free there and if any left back.
You’ll have a captive audience of over 1 million all wanting souvenirs and who are already on a “feel good high/moment” at the stampede
Don’t forget the people who made the rocks and have already participated may want to participate a little more.
Get some great mouthpieces working the booth selling rocks and giving out flyers and you should make a tidy sum for the charity and kick up interest in the event too.
You could also call them/sell them as “Rock the House Run - Grateful Garden Rocks - please put where things grow with love….(women will love it….)
All the rocks that don’t sell could be used by a local artist to make a cool piece right outside of the local RM House.
It would be different, fun and maybe unexpected…
Sherri
Comment by Susan Connors — June 13, 2009 @ 4:52 pm
Hi there Troy
I myself have had a similar experience here in Australia when my youngest son was born six weeks early, needed surgery, then at 10 months was fighting for his life in Sydney Royal Childrens Hospital with influenza RSV two years ago.
Ronald McDonald do an amazing job and it is a community affair everywhere.
Ok, some ideas which may be useful:
1. Flyers - using your office paper - even a rheem or two (that way your business can deduct the tax advantage for ink and paper), design and print them. Something simple and to the point.
You can get people to deliver them into mail boxes (depending on the countries laws), ask business owners if you can leave them on the counter for people to take, or dislay them in windows/community noticeboards.
2. Press Release - a great way to get free promotion. Cost equals time of writing and finding emails of local and other media outlets. Radio and newspapers are great places to go. Sometimes your television station is a great way to go as well with a section on community events.
3. Stories - you have your story Troy, which is fantastic. Do Ronald McDonald House have any other stories you could use - feature? When I helped here in Aus, I used a combination of stories that had appeared in magazines and thank you letters. I also spoke to people who were staying there when I was there - cancer etc. A whole spectrum of families and illnesses. All the while being able to stay with the kids while their homes where a long distance away.
4. Interviews - sometimes with a email to the right media, you can get an interview - television is a great to generate human interest. Find something that will be of interest to the news and you will almost always get your interview.
5. Business Sponsorhip - send out mail/email and see if businesses will sponsor your event. All good for tax time as it comes around.
6. Blog – start a blog and comment on others – see the message spread.
7. Social Media like Twitter – great way to spread the word.
8. Joint Ventures – get other companies/people involved and then you can share the work/resources etc printing..
9. Tins – a simple concept – get some tins with secured lids. Print labels on them with information about the event. Spread them around where people are happy to have them. People will put in loose change and sometimes notes. All helps.
These are some ideas and all the best ok.
I also appreciated being able to be with my little boy when he was so ill. I was also seven months pregnant and fighting premmature labor with my daughter. Living so far from Sydney, I was able to have my aunt care for my children and flew down to be with my husband and son. Three weeks without seeing either of them was hell.
When I saw Brendan it was a miracle as the previous time I saw him fighting for his life at the local hospital. Collapsed lungs and fitting – body symptoms breaking down. To see him recovering was a miracle. My husband stayed with him all the time and I am so grateful for having them both here.
You see life is so fleeting. One moment here healthy and then the next fighting for each breathe. Never take it for granted or the people you love as you never know when it will be your last.
All the best
Susan Connors
Australia
Comment by Susan Connors — June 13, 2009 @ 5:20 pm
Hi there Troy
Had another idea -
Why not contact the Public relations/Media department of McDonald’s?
They may be able help with promotional materials and resources.
Who knows even Ronald himself may put in an appearance for the day of the event/s?
All the best
Susan Connors
Australia
Comment by Shel Horowitz — June 14, 2009 @ 10:14 am
Great story. Here’s a headline you’re welcome to use:
“Why My Twin Daughters OWE THEIR LIVES to…the Ronald McDonald House”
Posters in store windows, twitter with link to this article, get some of your JV friends to plug in newsletters, coordinate with local Chamber, and don’t forget to talk to McD’s corporate.
Comment by Rod Newbound, RN — June 14, 2009 @ 12:23 pm
Hi Troy,
Thanks for putting out this challenge. From the many posts it’s clear there are some brilliant minds in your audience.
One of the best promotions I’ve ever seen was done many times at a Colorado Springs mall in the early 70s. It was called a “Moonlight Madness Sale” (held on or near a full moon), and it drew thousands of shoppers to the mall at midnight. My wife and I went at least once, and I clearly remember it was wall-to-wall people with a parking lot resembling the Christmas holidays. As I recall it was done in the summer.
I think this idea might work in conjunction with your run, with possibly “early bird” tickets for the sale given out to all participants and attendees at the Ronald McDonald event.
The sale participants would benefit with a surge of summer cash flow and would no doubt be happy to not only promote your event with theirs, but donate a portion of their profits from the “Ronald McDonald Moonlight Madness Sale”. Ideally, the sale would be on the night after your event.
Looking forward to reading the feedback from you after your event.
Warm regards,
Rod
Comment by Roger Sander — June 14, 2009 @ 1:05 pm
Hi Troy,
What a GREAT project you have going. Knowing you and all the GREAT things you have handed out to so many people, success for you is imminent. In reading through the above posts it looks like all the bases are covered. I’m bond to think of something in the in the near future but for now I’m at a loss. I will certainly re-post when I think of something good.
Roger Sander
Pennsylvania
Comment by Susan Connors — June 14, 2009 @ 4:25 pm
Great idea’s everypone!
Thank you for helping brighten my morning
Susan Connors
Australia
Comment by Susan Connors — June 14, 2009 @ 4:26 pm
Sorry about the spelling - everyone not everypone.
Lesson with kids around - be careful of typing errors.
Susan
Comment by Hugh Thyer — June 14, 2009 @ 6:52 pm
Hi Troy
Here are some suggestions for you. Some have been used for large fun runs (eg the Run For The Kids in Australia http://runforthekids.com.au/r4k/)
1. Go to some running forums and put a post up there, and make sure the event is listed in their running events calendar.
2. Get a well known distance athlete to publish a weekly training program leading up to the event which people can follow. It would be for people who dont normally run to get them fit enough to complete the distance.
3. Promote it to businesses. Its good for the businesses because they can have their staff wear singlets/t-shirts promoting their businesses and you can publish participating businesses on your website etc. You will often get a lot of entrants from people entering through their companies.
4. Get your local paper to run a story about parents who have used RM House, and what it meant for them. Just like your story. Do them regularly in the lead up and link them back to your event.
5. People who run similar events in your area may have email lists they’ve collected from participants in their events. They may be prepared to send their lists information about your event.
6. Can you get some local athletes such as footballers (or whatever sport is popular down your way) to participate. Its a great newspaper story and people will love to meet them after the event. Its all part of a party atmosphere, as are things like bands after the event (although 700 may not be a big enough event to justify the expense, but a band may do it free for the promotional opportunity).
I look forward to hearing how it goes.
Good luck with it
Hugh
Comment by Dean Kennedy — June 14, 2009 @ 7:56 pm
Hi Troy,
Lots has been covered already, so creatively thinking of other angles now!
Just one idea if you’re not already including it in what you do … when you approach the running clubs, fitness-related businesses and other groups, do you give them artwork and articles “ready to use”?
Maybe they’d do more publicity if they had a special publicity kit — with pdf files, jpg files, articles, text for emails etc all ready to go … saves them having to do anything — the material is pre-prepared when you approach them (ideally if you can personalize it too).
Perhaps you’re already doing that.
For the Personal Trainers and fitness/health clubs, how about a member participation challenge? Maybe you could do some cross-promotion with some of the fitness equipment suppliers (or the club owners/personal trainers) and separate challenge winner prizes.
Also too … people love recognition … do participants get a certificate for being part of the event? If that had a nice sized URL on it — or any business who supplied/supported the event, they love to put certificates of thanks etc — again with a nice big URL on it so that people see the event website 365 days of the year when they visit the businesses.
Cheers from Melbourne, downunder,
Dean
Comment by Jim Braun — June 15, 2009 @ 12:13 pm
See ifyou canget a band to perform free! people like music.
Comment by Fran Agar — June 15, 2009 @ 2:24 pm
Hi Troy - Thanks for the opportunity of allowing us to add in an idea to the many you have received with respect to ideas for fund raising for McDonald House, Colleen came up
with an idea that was adopted for the foster child they have in our local
United Church.
The purpose is based on “Paying it Forward”. Gifts for teachers at the end
of the year can be pretty no hum. How many mugs, picture frames, perfume, etc. can a teacher use and it is a huge job for the Mother to find “just the right thing” at a reasonable cost that doesn’t look cheap. What really is better than paying it forward.
So for end of the year gifts for teachers whether it school teachers, piano, dance, judo, etc. the 2 sided card idea attached is sold for as little as
$5.00 each. ( I printed the cards out on blank business card paper from Staples) - worked great. The person can pay more for a card if they desire. But the main thing here is it is only $5.00 - most families can afford that. The dignity lies in that the amount of the donation amount
never appears on the card as would a Starbucks Tim Horton’s gift card would.
In this way the recipient doesn’t know how much was spent from $5.00 to $25.00 they would never know.
The cards are selling like hot cakes at the Church and some of the parents at Edison private school have also taken up the cause. It frees them from shopping, etc.
I think you could quickly get that off the ground. I know there isn’t much time left before school ends, but with your database and the way you can write an urgent call to action, I am sure you can get a bunch of $ raised.
I hope that helps and look for my testimonial soon, please.
Troy - you are the best - Once more I was reminded and touched deeply when I read the story of those beautiful twins.
Cheers, Fran Hugs to Kari
Comment by Rod — June 16, 2009 @ 2:22 pm
Troy,
How about something like this Million Dollar Duck Race?:
http://www.scapromotions.com/main/industry/id/17
I’m also wondering what you could put in those 20,000 coffee mugs. To give away some and sell the rest.
Maybe something like a Scratch & Win Prize Card, and/or Peel a Deal card
http://www.promoprintinggroup.com/scratchandgive.htm
http://www.peeladeal.com/samples_by.php?by=use&use=Fundraising
Or charge each sponsor so much per mug to include their business card with a special offer.
Or, how about producing a commemorative Race DVD to up-sell. Giving several sponsors a chance to introduce themselves by video and thank everybody with a special offer.
http://kunaki.com/
Or, creating your own version of a Million Dollar Home page for participants, sponsors, the community and others.
http://milliondollarhomepage.com/
I am writing to you from Swedish Hospital in Seattle where I am with my mother who is terminally ill.
Which makes your message and efforts to help a great cause even more inspiring.
Thanks for everything you do and good luck!
Rod