In a strategic move to boost fundraising and reach a new generation of donors, the Ronald McDonald House Institute announces an unprecedented partnership with Shopee for McHappy Day 2025. For the first time, the campaign to combat childhood cancer will have its digital tickets available directly on the e-commerce giant’s app, with an attractive 50% cashback (limited to R$50) for consumers. The initiative aims not only to expand reach but also to modernize donation methods in a scenario of growing challenges for the nonprofit sector.
In 2024, McDia Feliz raised R$ 22 million for Brazilian pediatric oncology, and the expectation for 2025 is exceed R$ 25 million, driven by this new digital front.
“In recent years, we’ve noticed a change in the donor profile, which is becoming increasingly connected. This partnership strengthens our mission to support thousands of children and adolescents with cancer throughout Brazil, whose needs continue to grow,” he says. Bianca Provedel, CEO of the Ronald McDonald Institute.
The agreement reflects a market trend and the recognition of the power of technology to connect relevant causes to a large and active audience. “The union between the private sector and the third sector has great potential to generate large-scale results. We believe in the power of technology to connect people to relevant causes, incorporating new ways of donating into digital consumption,” he emphasizes. Felipe Piringer, Head of Marketing at Shopee.
The McHappy Day campaign is scheduled for August 23. The vouchers, worth R$ 20.00 each, purchased on Shopee can be exchanged for Big Mac sandwiches at any participating McDonald’s restaurant in the country.
The funds raised in 2025 will be allocated to 75 projects from 48 institutions dedicated to pediatric oncology in all regions of the country. Part of the funds will also be used to strengthen the Ronald McDonald Institute’s core programs, such as Casas Ronald McDonald, which offer accommodation and food to children and adolescents undergoing treatment and their families, Family Spaces and initiatives of Early Diagnosis, all essential to increase the chances of a cure and improve the quality of life of patients.
With 26 years of experience, the Ronald McDonald Institute has already invested more than R$ 422 million in Brazilian pediatric oncology, impacting millions of lives through a national network of support, treatment, and hope. The partnership with Shopee is seen as a crucial step in revitalizing and expanding this network, ensuring that more children and adolescents receive the support they need.
