Food For Thought - RMD Blog

Grassroots Marketing Efforts Mean Expansion for Ohio-Based Nonprofit

Grassroots Marketing Efforts Mean Expansion for Ohio-Based Nonprofit

Ten years ago, RMD Advertising dreamed big. The agency’s team members took the first step in what would become the company’s largest charitable initiative. It all stemmed from a simple desire: to give their clients a holiday gift that would stand out from the typical corporate gift.   

So, the agency took the money earmarked for client gifts and bought 25 red wagons, filled each with food and distributed them throughout the community to local Columbus families in dire need during the holidays.

Wagons Ho Ho Ho began with that simple mission in mind. We’ve grown since that first year. Last year, our Wagoneers donated more than 8,000 pounds of food and built a total of 1,000 wagons. This year, we’ll call on the Central Ohio community to help us build and distribute 1,250 sturdy wagons – our largest initiative to date. But we’ll also fill each one with enough food to feed a family of four Christmas dinner. 1,250 wagons and enough food to feed 5,000 people … all assembled in one day. More than 600 volunteers make this possible.

How does one 501(c)3 organization mobilize a group of over 600 volunteers and inspire the Columbus community to donate enough nonperishable food to feed so many Ohioans in need? Powerful marketing, lean, targeted messaging, smart event marketing and word of mouth certainly play a critical role.

Marketing to the head and the heart

 Wagons Ho Ho Ho is an enormous responsibility, and without the support of our volunteers and the city of Columbus, it wouldn’t be possible. With strategic and targeted marketing efforts, our grassroots initiatives have fostered a giving and selfless community that has made Wagons Ho Ho Ho’s annual Build Day more than simply eight hours during which we assemble wagons.

Build Day is now an event that epitomizes the spirit of the holidays. It reminds volunteers that what they contribute is unique. On that day, the city’s local recreational center turns into Santa’s workshop and strangers work side-by-side, working towards one goal and becoming friends in the process.   

We’re proud of this accomplishment. We realize that providing a gift and a meal on Christmas is important, but what is really important to us is what each wagon represents to its recipients … hope. It’s our way of showing these children that there is a community of people who care about them during the biggest holiday of the year.

Each local radio interview, television segment, printed story and event Wagons Ho Ho Ho participates in is an opportunity to make an emotional connection with the next potential Wagoneer. While we share the harrowing facts of Ohio’s food insecurity and the daunting need of families in the area, we are also keenly aware of our story.

Marketing Wagons Ho Ho Ho as a brand has required us to approach each piece of content created as a vehicle for communicating our story, celebrating the people behind our strong but mighty nonprofit and our hopes for the future. By concentrating our media opportunities to the months leading up to the annual Build Day, we have been able to saturate the local airwaves with our story … and in return, have continued to inspire volunteers to proudly step forward and call themselves Wagoneers.

Our story:

Can a wagon really change a child’s life? We think so. And it takes just one voice to help a family know they have a supportive community of caring neighbors behind them.

Today, the face of the hunger has changed. 1 in 6 in Ohio experience food insecurity, meaning they don’t know where their next meal will come from. These are your neighbors and your co-workers. Sometimes, it is a matter of having to sacrifice dinner one day a week. It may even mean having to choose between buying food or medicine for a sick child. If they are struggling to buy food, how can they buy Christmas gifts for their children?

On Build Day this Saturday, December 2nd, we’ll once again open the doors of a local recreation center and invite over 600 hard working Wagoneers to bag food, build wagons and send each delivery off with our dedicated distribution charity partners. With music, plenty of food and laughter filling each corner of the room, it’s plain to see – this is a special event not only for the recipients of the wagons but also for the builders themselves.

 Every volunteer who touches Wagons Ho Ho Ho, whether by donating food, funds or their time, is an important part of the Wagons team. Visit to learn more, and help to give a child HOPE for today and the future.

The Longest Good-bye

The Longest Good-bye

Alzheimer’s is the 6th leading cause of death in the U.S. To put this startling figure into perspective, it kills more than breast and prostate cancer combined! However, for the 5 million living with Alzheimer’s, life is anything but.

Imagine the daily bouts of confusion that turn into “forgetful spells” that snowball into … a diagnosis, as it is made every 67 seconds. Imagine watching this happen to someone you love. Now consider this: Of the one in three seniors to die with Alzheimer’s or another form of dementia this year, two-thirds of them will be women. As a matter of fact, women in their sixties are two times as likely to develop Alzheimer’s Disease as they are to develop breast cancer. So our question is, why hasn’t this heart-breaking epidemic gained just as much momentum?

Could it be that there’s less passion behind the desire to find a cure? Have not enough caregivers witnessed its debilitating symptoms? There are millions affected that would whole-heartedly disagree. Could it simply be that Americans tend to be less educated about Alzheimer’s Disease? Perhaps there’s a disconnect between hearing the horror stories and actually experiencing them for yourself? Possibly.

We believe that Marketing Professionals are an important part of our mission to #EndALZ. You have a purposeful voice. You have the ability to touch millions with your words. You can be an advocate for those paralyzed by the frightening and far-reaching effects of Alzheimer’s Disease.

Walk to End Alz in Central Ohioblog

Once you make the decision to join us in spreading these facts, you’ve made an incredibly important decision, but there are three more simple ways you can help:

• Educate yourself about the disease. Remember, knowledge is power.

• Visit the Alzheimer’s Association’s website and sign the pledge asking Congress to support the fight to end Alzheimer’s.

• Take our message to your Write to your local paper or other influential voices in your community. You may even think about writing to Congress. Join the Alzheimer’s Association Junior Committee or volunteer locally. Can you spread the word by asking your employer to get involved? Or by working us into your clients’ campaigns? Never underestimate how far a little heart will take you!

• For more information, contact us now with your ideas at 312.335.8700

Consider the impact your words can make behind a cause such as the Alzheimer’s Association. This truly is an epidemic and one person can make all the difference.

Will it be you?


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Food Holidays ... it’s the American Way

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