Coinstar Activation Guide - Atlanta Ronald McDonald Houses

Collect. Give. Hope.
Coinstar Activation Guide
©2012 McDonald’s
Collect. Give. Hope.
Coinstar Activation Guide
RMHC supporters will have the opportunity to give
back to the Charity in a new, convenient way.
RMHC recently launched a partnership with Coinstar, giving
us another opportunity to turn small change into big change
through the Coinstar branded green machines in grocery
stores across the U.S. This partnership will make small giving to
RMHC an even more convenient, prominent, and impactful
way to donate to the Charity on an ongoing basis.
We want to encourage you to make the most of this new
program: tapping into a new donor base by educating the
more than 200,000 daily Coinstar users about RMHC; and
rallying current RMHC supporters and alumni around the
collection and donation of small change.
Coinstar Activation Guide
Here are 10 ideas that will inspire action in your
community.
1. Give Coinstar Prime Real Estate
on Your Website
First and foremost, we encourage you to educate
your supporters about this new, convenient
opportunity to support the Charity on your web
site. Use the Coinstar campaign graphics to
create a promo box on your home page; add
coin collecting to your ‘ways to get involved’
section of your website, equip your visitors with
information about where they can find Coinstar
locations in your community, and let your visitors
know how small change has added up to make
a difference at your organization.
©2012 McDonald’s.
2. Promote Coinstar Socially
Use your Facebook and Twitter pages to rally
supporters and key community influencers
around collecting small change for the Charity.
Often times, your social media supporters
want access to small but meaningful ways to
give back, like Coinstar donations. So, share
information about the program with them, give
them your contact information so they can get
their own collection box, and share stories about
families who have benefitted from donations of
small change.
Continued on next page
Collect. give. hope.
Coinstar Activation Guide
2
Coinstar Activation Guide
Sample Facebook Posts:
3. Get Your Families Involved
• You know those cool green Coinstar machines
in your local grocery stores? They can do
magical things with your change. And they
just got a little more magical. Because now
they can turn your coins into a donation to
RMHC. Learn more.
• Super kid, (fill in the blank), just collected
$12.58 worth of coins and donated them to
RMHC through a Coinstar machine. Make your
change count!
• A full RMHC collection box could provide a
night’s stay at a Ronald McDonald House for
a family. Got coins? Collect them. Drop them
in an RMHC Donation Box or in a Coinstar
machine. And make a difference.
4. Get Your Corporate Donors Involved
Sample Tweets:
• Got change? Coin upon coin lying around
your house? Take it to a Coinstar machine and
turn it into a donation to RMHC.
• You can now turn your coins into a donation
to RMHC at your local Coinstar machine. Make
your change count.
©2012 McDonald’s.
RMHC corporate donors love learning about new
ways to get involved with the Charity, especially
when that way has friendly competitive nature
to it. Encourage your donors and their extensive
networks to collect change for the Charity, and
compete office to office; branch to branch;
department to department to collect the most
change. Encourage them to use their online
networks to spread the word about RMHC coin
collections and donations through Coinstar.
5. Talk About Coinstar in Your Donor
Communication Pieces
Money deposited in Coinstar
machines will flow from Coinstar
directly to RMHC Global. Each
machine will be assigned an
appropriate RMHC Chapter, based
on zip code. Donations will be
tracked by individual Coinstar
machines, and on a quarterly
basis, RMHC Global will remit each
Chapter’s portion. Funds will be
split 25/75 with RMHC Global.
Families that have directly benefited from your
programs and services can be your biggest
advocates. The partnership between Coinstar
and RMHC presents an easy and approachable
way for them to give back, and always keep RMHC
top of mind. Reach out to families staying at your
House as well as alumni families, letting them know
about the Coinstar program and how they can
make a difference through their coin collections.
Use the Coinstar campaign graphics and
messaging to draw attention to the program
in your Direct Mail and E-Newsletter pieces.
Promoting small giving, especially outside of
the Season of Giving window can give RMHC
supporters a more approachable way to donate
to the Charity. In particular, it’s a great way to get
the next generations of RMHC donors involved.
6. Get Local Children’s Community
Groups Involved
Distribute the ‘RMHC/Coinstar’ activation ideas
to get local Church groups, Girl and Boy Scout
troops, sports teams, clubs, and so on, involved
in the campaign. If you have more ideas, add
them to the customizable PDF and get them in
the hands of group leaders.
Collect. give. hope.
Coinstar Activation Guide
3
Coinstar Activation Guide
7. Talk to the Current Coinstar Users
9. Demonstrate Impact
Coinstar users and donors skew younger with
incomes of less than $30,000. About 55% are
male and 45% are female. Make sure your
messaging and tactics resonate with the
demographics that are currently using the
machines. For example, think about changing
your tone to Millennial speak:
Ask your friends, ask ours on Facebook, they’ll
all tell you, Coinstar is a great way to donate to
children and families in need. Make your change
count for RMHC today.
If you were in the hospital, you would want your
family by your side, right? We still need to build
more Ronald McDonald Houses near hospitals
so we can make sure all children are equipped
with the best medicine of all, their families. Your
spare change can help make this happen.
For more demographic insights,
please visit Fileshare.
8. Go Guerilla
Work with local retailers to position yourself
and your volunteer corps outside of Coinstar
locations to distribute RMHC coin collecting
boxes and educate people about collecting
for RMHC. Just getting a box in a person’s hand
can raise awareness for the Charity, increase
understanding about our programs and services,
and drive donations of coins to the Charity.
Take it a step further and work with your local
retailers to stencil small change impact numbers,
like $85, on sidewalks, windows and doors
drawing people to a mobile optimized landing
page on your website where people can learn
how $85 means a family can stay for a night at a
Ronald McDonald House.
Make sure you get permission and comply with
all laws if you initiate any guerilla activities.
©2012 McDonald’s.
Show the impact of small change in your
community. Through the RMHC Donation Box
program and now through the new Coinstar
program, small change collected by loyal RMHC
supporters has enabled RMHC to grow to serve
more and more children and families each
year. Pull the numbers and share them with
your supporters.
10.Share Stories
Everyone loves a good story. And RMHC has
some of the best stories out there. Highlight an
avid RMHC coin collector, a family who has
benefitted from your organization’s programs
and services, or a volunteer who just loves
passing out RMHC collection boxes. Bringing the
emotive, human interest element to the program
will inspire more to get involved.
11.And One to Grow On...
Thank Your Collectors
Even though it’s small change, it deserves a big
‘thank you.’ Make sure your collectors feel that
they are part of your mission. Thank them on your
website, through your social networks, in your
donor communication pieces, and if you can,
person to person. Your thanks will encourage
them to keep collecting, to tell a friend to do the
same, and to give big in the future.
For more information, please contact:
Tim Siffermann
The Siffermann Group
[email protected]
(630) 455–0463
Collect. give. hope.
Coinstar Activation Guide
4