RMHC Reaps Online Benefits

SAN FRANCISCO — The first e-mail campaign for Ronald McDonald House Charities (RMHC) has produced record-breaking results, according to Tribal DDB in Chicago, the interactive agency that developed the work. Blue Sky Factory and ROI Networks also helped to create the pro-bono e-mail campaign, which was recently sent to 5,000 individuals.

Of those who received the email, which designed to effectively communicate the powerful emotion behind the work RMHC does for children worldwide, more than 34 percent opened it. Ten percent of those who opened it either clicked through or forwarded it to a friend, the Tribal DDB reported.

The e-mail effort was followed by the re-launch of the RMHC Web site, also designed by Tribal DDB in Chicago. The new site, www.rmhc.org, was developed to be a more effective informational tool and donation engine, while also using strong visual cues to convey the mission of RMHC, the i-shop said.