What happens when one of the most iconic nonprofits in the world reimagines its brand for a new generation? In this episode, we sit down with Joanna Sabato, Chief Marketing and Communications Officer at Ronald McDonald House, to explore the strategy and storytelling behind the organization’s bold new “Family Stays” campaign.
From evolving a legacy brand and reaching Gen Z and Millennial audiences, to crafting authentic, emotionally resonant stories voiced by real families, Joanna shares how the campaign redefines what it means to connect with audiences in today’s media landscape.
Key Takeaways:
// How Ronald McDonald House evolved its brand while honoring decades of trust and legacy.
// The creative and strategic process behind the “Family Stays” campaign.
// Why authenticity and real family voices became the heart of the campaign’s storytelling.
// The importance of reaching younger audiences through emerging media and relatable narratives.
// How nonprofits can think like modern brands while staying mission-driven.
// Measuring success beyond impressions — focusing on emotional connection and impact.
// Lessons for marketers on building relevance and resonance in a fast-changing media landscape.
Connect with Joanna: LinkedIn
Learn more about the Ronald McDonald House: Family Stays Campaign | LinkedIn | Website
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