Gen Z wants to donate. They just don’t want the friction that comes along with it. 66% of people under 25 say they’d be more likely to donate if they could do it through an app they already use.
For Ronald McDonald House Charities, the opportunity isn’t to convince Gen Z to care — it’s to remove barriers and simplify the process. We’ll make it easier for them to donate by meeting them where they already are: online. Turning intent into action.
TAP INTO CHANGE
Art Director: Abby Pallant, Kristen Bongco
Copywriter: Madeline Kruse, Emilio Pizana
We kick off the campaign with a Venmo request rampage.
Ronald McDonald House requests $100,000 from big name donor corporations on Venmo, sparking buzz on the typically quiet app.
Riding off the request rampage buzz, Ronald McDonald House releases a curated list of approved families on Venmo, giving donors a human connection to where their money is going.
Each profile features a family bio turning anonymous donations into real connections with real families.
We’ll feature family stories on Instagram to build personal connections with potential donors. Each post highlights individual family members, with captions that showcase who they are. Beyond a diagnosis.
We’ll partner with Venmo to create a round up feature. Allowing users to pitch in where they can, showing that every cent counts.
We’ll launch OOH billboards with a tap to pay option to donate. The moment a donation is made, an animated track appears connecting to Ronald McDonald Houses worldwide.
When people interact with our comments, they will be prompted with a donation invitation which will make the donating process easy and simple.
Ronald Mcdonald House will show up where Gen Z spend nearly four hours a day: social media. We will engage with hopecore content, inviting people to be part of the difference, not just consume it.
We will place pay-to-tap cards in waiting spaces and public transit to meet Gen Z in the in-between moments of their day, finding them at times when they have a second to pause and learn about the cause.
