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Develop a Roll-Out Strategy to Virtually Engage 4000 Committed Volunteers at RMHC Jax

Last Updated: 04/14/2026

Case Organization

Ronald McDonald House Charities of Jacksonville

http://rmhcjacksonville.org

Jacksonville, FL, USA

11-50

Case Contributors

Case Disciplines

Corporate Social Responsibility Data Management Growth Strategy Market Research Marketing Operations Strategic Planning

Skills & Expertise

Campaign Strategy Community Outreach Corporate Social Responsibility Data Analysis Digital Marketing Event Planning Feedback Collection Implementation Planning Interviewing KPI Development Market Research Performance Measurement Program Evaluation Project Management Segmentation Stakeholder Analysis Strategy Development Survey Design Virtual Event Management Volunteer Engagement

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

The Ronald McDonald House Charity of Jacksonville (RMHC Jax) serves as a “home away from home” for families who need to be near a hospital for their child’s medical treatment. At RMHC Jax, families are provided lodging, meals, transportation and a community of compassionate care.RMHC Jax serves over 1500 families a year from 21 states and 14 foreign countries. In order to do so, the typically in-person volunteer base is critical to the operational success of the House. Volunteers also tend to be dedicated donors that organize offsite fundraisers and other types of awareness campaigns.As a result of COVID-19, the RMHC Jax needs to develop several strategies to engage the 4000+ volunteers who have different demographics and engagement interests. This diverse network of volunteers is eager to serve when asked and can contribute through a variety of different ways.  Volunteers hail from local corporations, universities, high schools, friends of families that are receiving care, as well as the local Jacksonville community. Traditionally, these volunteers engage through meal prep, front desk operations, greeting, decorating, education, games and entertainment, facility maintenance and management, as well as fundraising.For example, past volunteer engagements have included students from the University of North Florida who spent time baking, crafting, and playing sports with kids at the RMHC Jax.Your objective through this engagement is to help the RMHC Jax craft a strategy to leverage and engage their network of virtual volunteers.
Learning Objectives

This is what students will learn as they complete the case.

This case challenges students to design a scalable, data-informed engagement strategy for a large and diverse volunteer network in a fully virtual environment. It emphasizes the intersection of marketing, operations, and community impact, requiring students to translate mission-driven goals into actionable campaigns and measurable outcomes. Students will develop experience in segmenting audiences, designing engagement strategies, and building implementation and measurement frameworks. The work reflects real-world nonprofit strategy challenges, where sustaining engagement and impact depends on both creativity and operational execution. 
  •  Analyze RMHC Jax’s current volunteer engagement model and assess the effectiveness of existing virtual initiatives 
  •  Evaluate differences across volunteer segments (e.g., corporate, student, community) to inform targeted engagement strategies 
  •  Design scalable virtual engagement campaigns that align with RMHC Jax’s mission and volunteer interests 
  •  Develop an implementation plan outlining resources, timelines, and operational workflows required to execute virtual programs 
  •  Assess trade-offs between engagement quality, scalability, and resource constraints in a virtual volunteer model 
  •  Design a marketing and communication strategy to activate and retain volunteers across digital channels 
  •  Develop a measurement framework that tracks participation, satisfaction, retention, and fundraising outcomes 
  •  Synthesize strategic, operational, and marketing insights into a cohesive recommendation that drives sustained volunteer engagement and impact
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

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Deliverable
Suggested Outcome(s)
Milestone #2
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Milestone #3
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