National MarketingWith Kim Croley, Marketing & Communications
In May 2019, Transwestern began partnering with Ronald McDonald House Charities (RMHC) to improve the health and well-being of children and their families. This is our second national philanthropy partner; from 2016-2018, Transwestern raised more than $550,000 for Make-A-Wish, enough to fulfill the wishes of 52 children with life-threatening conditions. Kim Croley spearheaded the search for our new partner and coordinates the relationship with RMHC, so we asked her for a six-month update.
TW: Why do we have a national philanthropy partner?
Kim: Individual Transwestern offices have supported local service organizations for years. It’s a testament to who we are as a company and what we stand for. Those initiatives bring teams together with a common goal, build relationships with business leaders and strengthen ties to the community. We launched the national program because we wanted to make those experiences available to all team members, and to unite our efforts behind one organization for maximum impact.
TW: How does the program serve company goals?
Kim: Team building is a major component. With both RMHC and Make-a-Wish, our national philanthropy partner has become a rallying point for all the offices and has us all pulling in one direction. Ancillary benefits include brand exposure through the reciprocal advertising that goes along with the partnership – we promote them, and they promote us. Recruiting gets a boost, too, because a philanthropy partner clarifies to the marketplace what type of people you represent. Younger generations want to be associated with a company that mirrors the things important in their lives, and community involvement is near the top on many of their lists.
TW: What is our goal with RMHC, and how are we doing?
Kim: Our goal is to raise $100,000 by March. We’re about a third of the way there, so we’re doing OK but we’re not as far along as we’d like to be. We have the very popular Blue Friday coming up on Nov. 22, when team members who make a qualifying donation receive a half-day of vacation to gear up for the holiday season. There will be more events around the holidays; for example, we’re rolling out a program for our Asset Services teams to raise funds using donation trees in the buildings they manage. People will be able to make an online RMHC donation with a tag from the tree – tags are available in $5 increments. But, of course, the ceiling is unlimited!
TW: How can team members make our partnership with RMHC more successful?
Kim: One of the reasons we chose this charity was because team members wanted more of a hands-on component, and we sought out a partner we could help both financially and by volunteering in person. We made a two-part commitment to RMHC that we would raise funds and volunteer at the RMHC houses.
On-site participation has been great, but fundraising has been challenging this year and is behind expectations. We encourage continued volunteering at RMHC houses but ask everyone to remember that our partner also needs financial support to run those facilities. Volunteering is good for the families staying at a Ronald McDonald House, but fundraising is essential to pay for upkeep, the rent, utilities and other necessities.
KIM CROLEY
Executive Vice President, National Marketing & Communications
1900 West Loop South
Suite 1300
Houston, TX 77027
+1 713.272.1212
kim.croley@transwestern.com
