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Promotion
Needless to say, McDonald’s promotional skills are virtually second-to-none. From the global presence of the Golden Arches to the fact that their spokesman, Ronald McDonald, speaks 25 languages, McDonald’s devotion to promotion is legendary. But what can happen when a company like McDonald’s turns up the promotional heat on an issue of global concern? The answer is:
Great Things.
On November 20, 2002, a visit to McDonald’s brought extra value to the lives of millions of children in need around the world. On that day, participating McDonald’s restaurants in more than 100 countries united for a history-making fundraising initiative called World Children’s Day, benefiting Ronald McDonald House Charities (RMHC) and important local children’s causes. In the United States, McDonald’s donated $1 from the sale of every Big Mac, Egg McMuffin, Happy Meal, and Mighty Kids Meal to RMHC. Money collected internationally went to children’s causes of local interest.
While specific fund-raising programs varied by country, McDonald’s restaurants shared a single goal: to join with customers in a global effort that would make a difference for children in their communities and around the world. World Children’s Day activities took place in, among other places, New Zealand, Hong Kong, Russia, Jordan, Egypt, Germany, France, Mexico, and Western Samoa. Of course, McDonald’s restaurants in cities across the United States held their own activities as well, with nationally known celebrities participating in Chicago, New York, and Los Angeles.
“With the help of many generous people around the world, World Children’s Day was the most expansive single-day fundraising event in McDonald’s history, probably any company’s history,” said Ken Barun, RMHC president and CEO.
Ronald McDonald House Charities, a nonprofit, 501(c)3 organization, creates, finds, and supports programs that directly improve the health and well-being of children through its network of 174 local Chapters currently serving in 44 countries. Named one of America’s Top 100 Charities by Worth magazine in 2001 and 2002, the charity makes grants to not-for-profit organizations and provides support to Ronald McDonald Houses and Ronald McDonald Care Mobiles worldwide. To date, Ronald McDonald House Charities’ national body and global network of local Chapters have awarded more than $340 million in grants to children’s programs.
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