Paper Hearts is lining the walls of restaurants in Maine and New Hampshire as the company kicks off its 13th annual fundraiser for Ronald McDonald House Charities, RMHC.

As part of its refreshed focus on the “lovin’” piece of “I’m lovin’ it,” McDonald’s is renaming the former “Give a Hand” fundraiser to “lovin’ for RMHC.”

All proceeds go to RMHC, helping to strengthen families with critically ill children in local communities across each state. Event organizers hope to raise more than $5 million this year, adding to the more than $47.7 million collected from McDonald’s customers since the annual event was started in 2003.

“Lovin’ for RMHC” kicked off Friday and continues through May 10 in participating restaurants nationwide. To participate, customers purchase paper hearts in $1, $3 or $5 denominations.

With continued support from McDonald’s and its customers, RMHC raises funds through not only the national “lovin’ for RMHC” event, but also from ongoing donations from Happy Meal or Mighty Kids Meal sales, in-restaurant RMHC donation boxes and various local initiatives. Customers are encouraged to stop by and drop change in a RMHC donation box when they visit McDonald’s throughout the year, but especially on Oct. 15, the annual RMHC Day of Change. People can also donate to RMHC online by visiting www.donate.rmhc.org.

To learn more about RMHC and its work, visit www.rmhc.org, www.Facebook.com/RMHCglobal or www.Twitter.com/RMHC. Customers are encouraged to use #forRMHC on social media to share how they’ve supported the charity, the news of their donation and raise awareness about what RMHC does for families and children.