Social Storytelling Boosts Donations for Ronald McDonald House Charities | Social Media Examiner.

Good article about how a social campaign can really make an impact.

In 2010, RMHC launched a “Day of Change” campaign to drive people to donate spare change at their local McDonald’s restaurants. Using social media to spread the word virally, RMHC generated 180,000 interactions on the global Facebook and chapter pages, ultimately increasing online donations in August 130% compared to August 2009 and significantly generating more to their donation boxes.