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Ronald McDonald Children's Charities (RMCC) Ronald McDonald
PRESIDENT'S ENVIRONMENTAL AWARD
Athletics Child of Achievement Awards Bin It For Britain
National Spring Clean
CHARITABLE DONATIONS AND FUNDRAISING
It is a central business principle of McDonald's to support the
communities in which we operate.
McDonald's in the UK aims to:
become synonymous with helping young people in need.
contribute one per cent of pre-tax profits to the community.
give emphasis to initiatives which operate in the community at
grass roots level.
provide premises, products and people to support the community
and charitable fundraising.
encourage employee volunteering, using company time and
facilities where appropriate.
assist charities and community projects with McDonald's training
skills and facilities.
be active members of business organisations and initiatives
responsible for encouraging corporate social responsibility.
be a leading company in the implementation of fair and balanced
commit the company at all levels to community involvement
through senior management leadership, employee involvement
and the integration of community involvement into management
development and appraisal.
regularly monitor and review community involvement activities.
tell stakeholders (including shareholders, employees, customers
and the wider community) about the company's community
McDonald's has always had a very strong corporate social stance
born out of a philanthropic desire by the company's founder, Ray
Kroc, to put something back into the community.
"It is important to have an involvement in the life and spirit of a
community and the people around you."
This has been adopted into the corporate culture. Community
involvement and charitable fund-raising have become key features
of local activity worldwide.
In the UK, McDonald's social responsibility programme is focused
on four core areas: child welfare, education, the environment and
youth related social issues. The principal vehicle for fundraising at
a corporate level has been Ronald McDonald Children's Charities
Ltd (RMCC) with the Ronald McDonald House programme the
McDonald's is a member of Business in the Community and The
Per Cent Club.
RONALD McDONALD CHILDREN'S CHARITIES Ltd (RMCC)
RMCC is a registered charity (No. 802047) established by
McDonald's to contribute funds (both corporate donations and fund-raised
monies) to charities which totally or primarily benefit children.
RMCC was established in 1984 in the US in memory of Ray
Kroc, McDonald's founder, and registered in the UK in 1989.
RMCC is the principal recipient of McDonald's corporate
charitable donations and the largest single beneficiary of funds
raised by employees and suppliers.
In the US, RMCC has given grants of more than US$100 million
since its inception.
RMCC in the UK has raised over £3.8 million since its inception
which has been donated to numerous child welfare causes throughout
In 1994, to celebrate McDonald's twentieth anniversary in the
UK, RMCC organised the'Big Smile'Appeal, through which McDonald's
restaurants raised over 21.1 million for children's causes.
In 1994, restaurants participated in the company's fourth
McHappy Day, when a donation was made to RMCC from the sale
of Big Macs, This raised over £210,000.
RONALD McDONALD HOUSE (RMH)
Ronald McDonald Houses are built within close proximity to
hospitals, providing accommodation for families ot children with
serious, often long-term illnesses requiring extended hospital
The first RMH opened in Philadelphia in the US in 1974. There
are now 162 worldwide.
The first House in the UK opened at Guy's Hospital in 1990, followed
in March 1993 by the second at Alder Hey Children's Hospital,
Liverpool. In 1994 we announced plans to build a third House at
The Royal Hospital for Sick Children, Yorkhill, Glasgow.
Total donations from RMCC towards the Ronald McDonald
House programme have been £l.8 million.
RMH Guy's is run and administered by the Evelina Children's
Family Trust Ltd (Registered Charity No. 294248).
The Alder Hey Family House Trust Ltd runs and administrates RMH
at Alder Hey (Registered Charity No. 1008765).
The Yorkhill Family House Trust Ltd has been set up to build the
RMH in Glasgow (Scottish Charity No. SCO23199).
The support of educational projects that benefit children form a
major element within McDonald's programme of community activity.
In 1994, the company invested over 2340,000 in educational
programmes through McDonald's Education Service.
PRESIDENT'S ENVIRONMENTAL AWARD
The President's Environmental Award is presented annually to the
restaurant which undertakes the most effective and imaginative
environmental project within their community during the year.
In 1994, McDonald's completed its second year as a major
sponsor of British Athletics. The 21 million a year programme of
- the McDonald's Young Athletes' League - the training
ground for 11-17 year olds. In 1994, a Girls' League was
launched and a record number of clubs joined the League
- the British Senior Athletics Team
- the McDonald's Games and McDonald's International - two
major televised international athletics events were held in
Sheffield and Glasgow.
McDONALD'S CHILD OF ACHIEVEMENT AWARDS
The company has sponsored the nationwide McDonald's Child
of Achievement Awards for seven years.
Annually, 150 children who have helped others through their everyday
tasks, or overcome personal disability or illness, become a'McDonald's
Child of Achievement'.
The annual ceremony is held in London in February. Since 1990,
the Awards have been presented by the then Prime Minister Margaret
Thatcher, the Prime Minister John Major and twice by HRH The Princess
BIN IT FOR BRITAIN
McDonalds sponsors Bin It For Britain in partnership with Tidy
Britian Group. Every year, the round-Britain roadshow visits 25
venues during the summer holiday. Aimed at 15-25 year olds, the
roadshow draws attention to the litter problem in a fun and positive
way, rewarding individuals for good litter practice.
NATIONAL SPRING CLEAN
The annual National Spring Clean initiative organised by Tidy
Britain Group is actively supported by McDonald's .Resturants
throughout the UK organise litter picks in conjunction with local
CHARITABLE DONATIONS AND FUNDRASING
Community related charitywork undertaken by McDonalds and
separate from RMCC is conservativly estimated to be worth £500,000
In addition to the charitable work for RMCC, McDonalds
employees are encouraged to particibate in local community activities
The McDonalds Orange Bowls are available for local f tes and
fairs. Staff dispense orange drink free or with a charge that is
donated to an agreed charity.
Free coffee mornings are organised for senior citizens by many
resturants, offering a convenient meeting place in a friendly environment.
McDonald's has an active policy of providing staff, premesis and
products for community benefit. Examples of the policy in action
include the donation of computers that are excess to requirement
to schools and premesis given free of charge for use by ChildLine
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