Fast-food kiosk screen displaying a donation request for Ronald McDonald House Charities, featuring a child's photo, donation options, and a "Help a local family" button.
Smartphone displaying fast food order summary with a Hamburger Happy Meal from a restaurant app, includes nutritional information and rewards points.

Current

McDonald's Instagram ad for Lucy's Meal, featuring chicken nuggets, fries, a Sprite, and an Oreo McFlurry, with a note about 30% proceeds supporting her family. Includes hashtags #DrawnTogether and #RMHC.

McDonald's currently lacks checkout donation options. Our version lets customers round up or donate $3+ for an RMHC coloring book, supporting a local child.

Smartphone displaying fast food order screen with "Hamburger Happy Meal" details and options to donate to local families.

New

Similarly, we added checkout donations to make giving easier than ever.

"Drawn Together" red and yellow coloring book for kids ages 2-12 by Ronald McDonald House Charities.
Child coloring a picture of Ronald McDonald, labeled "Diana," on a wooden table with crayons nearby.
Artwork depicting a child's drawing of a face next to the text describing a seven-year-old girl named Lucy from Roanoke, Va. Lucy suffered a severe burn injury and is undergoing treatment far from home. Her family is staying at the Ronald McDonald House to support her during recovery. The image includes the hashtag #DrawnTogether.

In addition, for this limited-time campaign, we highlighted local children's favorite meals, allowing customers to feel connected and directly support families.

McDonald's promotional image showing a phone screen with an app order, text encouraging community support through app downloads, ordering, and donating at checkout. Hashtags include #DrawnTogether.
McDonald's Facebook ad promoting community support through their app. Instructions: 1. Download the app, 2. Order, 3. Donate at checkout. Includes image of a smartphone screen showing an order. Hashtags: #DrawnTogether. RMHC link and shop now button included.

The posts aimed to inform the public on how to support by donating $3 or more at checkout and receiving an RMHC coloring book.

Infographic titled 'User Journey' explaining a donation process in five steps on a red background. Step 1: 'At Checkout' details convenience in donating at point of sale. Step 2: 'Personal Connection' highlights featured children supported by donations. Step 3: 'Incentive to Give' mentions $3 donations include a coloring book. Step 4: 'Engagement' includes a QR code linking to a hashtag campaign. Step 5: 'The Result?' aims for a seamless and transparent experience for donors.
A simple line drawing of a house with a red heart-shaped smoke coming from the chimney, set against an orange circle background.

When families donated $3+, they received an RMHC coloring book with the hashtag #drawntogether. They could share their artwork online to support the RMHC mission.

Ronald McDonald House Charities

When tasked with increasing donations for Ronald McDonald House Charities, we developed the strategy “Keeping Families Drawn Together.” We found that Gen X donors value transparency and convenience, often delaying donations until it feels easy and close to home. So, we made donating as simple and impactful as possible.

AD & Graphic Design: Trevor Rorrer

Other collaborators: Katherine Bacon, Becca Fuentes, Riley Eaton, Amelie Arbaiza