Gen Z wants to donate but doesn’t want the hassle that comes with the process of donating.
Let’s make the process of donating frictionless, personal, and chronically online, so Gen Z can
Tap Into Change.
Raising Funds and Eyebrows
To kick off the campaign, Ronald McDonald House will go on a venmo request rampage, requesting donor corporations $100,000 on Venmo, sparking buzz on the typically quiet app.
Approved List of Families
Riding off the buzz caused by the request rampage, we’ll release a list of Ronald McDonald House families and their Venmo pages, so donors can see exactly who their money is going to. Each family will have a bio that gives donors to make real connections with them.
Family Intros
On Instagram, we’ll share the stories of Ronald McDonald House Charities families to build real, personal connections with potential donors.
Each post will spotlight individual family members, with captions that show who they are—beyond a diagnosis.
Round Up Feature
In partnership with Venmo, Ronald McDonald House Charities will introduce a round-up feature—letting users chip in spare change with each transaction, and reinforcing that every cent counts.
Out of Home
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. Each contribution becomes immediate and visible, delivering instant gratification, and showing how even one tap can make a global impact.
Silver Linings on Social
Ronald McDonald House Charities will show up in upbeat, hopecore content—joining the conversation in the comments and inviting viewers to be part of the impact, not just consume it.
Finding Donors on the Go
These tap-to-give stickers will be strategically placed on pay-to-tap surfaces in waiting areas—catching people in quiet moments, when they have a second to pause, reflect, and learn about the cause.
Your Donation Invitation
Once users engage with the ads, they will receive a notification inviting them to learn more about the cause and connect with the families it supports.
Concept Board
CW: Emilio Pizana, Madeline Kruse
