Ronald McDonald House Charity Case Study
Ronald McDonald House Charity is a charity organisation that provides accommodation for families of sick children who are undergoing treatment in CHI Crumlin. The charity enables the families to stay at the House for as long as their child is undergoing treatment in the hospital.
Sprint Digital were brought on board to help Ronald McDonald House Charity to spread awareness about who they are and the work they do. We wanted to encourage people to donate to this great cause and spread the message of their good work.
Our objective was to share the message of what the charity does and encourage donations. As well as this we wanted to build a brand new, engaging website that encouraged users to donate online.
As RMCH is a charity they are eligible for a Google Grant Account.
This allows non-profit organisations to use pay-per-click advertising with a budget that Google provides.
Ronald McDonald House Charity had no previous online paid ads experience, we had no previous data or trends to go on.
We began by setting up a new Google Ad account with tracking and added a variety of ad groups, ad types, keyword suggestions in order to see what would work.
Before we began creating the website, we met with the team to identify their needs and priorities. In this case, it was to showcase what Ronald McDonald House Charity does and how people can help to support their great cause.
We discussed how they wanted the website to look and feel. We also ensured we included any functionality that they would need such as online donations.
We wanted to ensure that a user has a smooth experience and that information about the charity was evenly spread across. We also wanted to ensure that we do not lose the branding of Ronald McDonald House Charity, so we implemented the brand colours throughout the website. We have created a fundraising events page to showcase all the events that Ronald McDonald House Charity provides.
Finally, we created a seamless shop within the website with various products that people can buy to show their support for the charity. We wanted to make sure that the message of the charity is well communicated while encouraging users to donate and help however they can for the charity.
We compared the results over a 1 year period and we saw the following results.
33.26% increase in Donations made vs last year
161.35% increase in purchases made from the shop vs last year
100% increase in people visiting the fundraising events page vs last year
These results were achieved through 1 year of learning and optimizing best ads while being a Google Ad grant account. Our website results have benefited from the use of PPC (pay-per-click) which helped build an awareness of Ronald McDonald House Charity and what they do.
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