When tragedy strikes, compassion and quick action are essential. On July 4, the Texas Hill Country was hit by destructive and deadly floods that claimed at least 137 lives, many of them young girls attending Camp Mystic. The tragedy shook the state, and communities were desperate to help.
By hour 48, our McDonald’s of North Texas team had launched “Texas Together,” a rapid-response fundraising campaign uniting North and South Central Texas co-ops for a one-day, three-hour event. The mission: Raise as much money as possible for local Salvation Army Flood Relief efforts.
From Idea to Action
We knew that to truly support the community in this moment, we needed clear and coordinated communication. Within two days, our team had:
- Developed the Texas Together campaign concept and branding.
- Secured participation from multiple co-ops across two regions.
- Coordinated a single, synchronized fundraising window to create urgency.
- Crafted and distributed a press release to key media outlets.
- Built and launched a comprehensive social media campaign designed to maximize reach and encourage sharing.
Amplifying Through Partnership
Owner-operators immediately stepped in to support the effort. By pushing the message across their own social channels and contributing additional funds, they magnified the campaign’s reach and impact.
The Results
Thanks to the generosity of customers, owner-operators and community partners, the effort raised $100,000 for the Salvation Army’s flood relief work, providing immediate and tangible support to those affected. The campaign also delivered significant awareness and engagement:
Earned Media: Coverage in the Dallas Express, Yahoo News and three other local outlets, with a total publicity audience reach of 1.65 million.
Social Media: 35,700 impressions, 450 shares and a 3.6% engagement rate.
More Than Just a Fundraiser
Texas Together showed how quickly people can come together to support one another when it matters most. Trozzolo was able to rally diverse stakeholders and create a mini-campaign that delivered results for both the cause and the community.
While we hope such tragedies never happen again, we remain committed to responding with urgency, empathy and a focus on helping communities recover.
