INTRODUCTION OF MAKE-A-WISH FOUNDATION
“Tens of thousands of volunteers, donors and supporters advance the Make-A-Wish vision to grant the wish of every child diagnosed with a life-threatening medical condition. In the United States and its territories, on average, a wish is granted every 37 minutes. We believe a wish experience can be a game-changer. This one belief guides us and inspires us to grant wishes that change the lives of the kids we serve.”
Make a wish foundation is a non-profit organization which has the mission of making better life for kids with life-threatening medical conditions. It is founded in 1980 in the United States, after 35 years efforts, the organization has granted more than 220,000 wishes in the United States and its territories – on average, a wish is granted every 38 minutes. Right now it becomes one of the most-recognized charities in the world.
In 1980, Tommy Austin meet a 7-year-old boy named Chris Greicius who had a disease of leukemia, he had a wish of being a police officer “to catch bad guys”, and the wish is granted by members of the Arizona DPS. By knowing that, the co-founders Stahl and Shankwtiz were really inspired of the this and, after that, the organization founded.
I said, ‘Why can’t we do that for other ill children, let them make a wish, and we’ll make it happen.’ We approached Chris’ mom, Linda, and she said, ‘Let’s do it.’ ”
— Frank Shankwitz, Make-A-Wish® co-founder
Now, in 2015, there are more 254,000 children in America have achieved their wishes. With the help of generous donors and over 32,000 volunteers, Make-A-Wish has collectively granted approximately more than 350,000 wishes worldwide since 1980. While it’s not the beginning, it’s nowhere near the end.
MARKETING STRATEGY OF MAKE-A-WISH FOUNDATION
Since the organization has become one of the most-recognized charities in the world, let’s see how does it inspire so many people to donate and help with these kids.
1. Make the best use of social media to spread missions:
“Make-A-Wish® brand is powerful. People everywhere have been touched by stories of seeing a child’s most cherished wish come true.”
Facebook, Twitter, YouTube, Printerest, Instagram, Linkedin—-Make A Wish make a good use of these social media. They create a platform for people to communicate, share their individual stories, pictures, spread the stories to their families and friends.
Facebook, as one of the social media, is well used by the organization. They post the granted wishes, they share the corporate companies which sponsored for the program, donated for the kids.here
By putting all of the wishes video on the YouTube in order to give the people from all over the world a chance to interact with Make-A-Wish, and be touchable by those true stories. YouTube is another effective way to spread the mission of the organization. On the first page of Make-A-Wish on YouTube, we can see videos in different categories. It shows the relationship with other companies, demonstrate the accomplished wishes, which are touching and inspired. here
Media/blogger Center are produced by the organization themselves, there people can view the latest Make-A-Wish news releases to learn about major wish-granting events, new sponsorship, campaigns and promotions, and other news. here.
2. World Wish Day:
April 29 is the World Wish Day, it was launched by Make-A-Wish Foundation to celebrate the anniversary of the fist wish granted to Chris(the boy who wanted to be a policeman). Every year, people from different countries get involved and support the activities and events on that day. They can also spread the word by using social network, do some donation to the organization or refer a child who meets the condition they know. Make-A-Wish also developed a website as a digital platform for donating.here
2015 Campaign Highlights:
Through the support of affiliates, corporate and celebrity supporters worldwide, the World Wish Day campaign generated buzz across social media.
- Over 200 wishes granted in honor of the day
- 20+ national events around the world
- Activation in nearly 40 countries
- 90,000+ mentions of #WorldWishDay on social media
- Global & national celebrity support
Different organizations in different countries held activities by their own way:
In France, the gym named “Suédoise” joined Make-A-Wish to celebrate the World Wish Day. On that day, the gym offered the special entrance tickets for 10€, and all the money will donate to Make-A-Wish France directly. Besides that, on April 27th,they will present the wish of the child Evena at the Hard Rock café.
In United Kingdom, Make-A-Wish UK ambassador Amy Childs has made a proposal for new fundraising, ‘wear what you wish’, which means people can have a chance to wear what they wanted to be when they growing up on to work or to school even World Wish Day.
In Connecticut, Make-A-Wish together with UnitedHealthcare to support the 35th anniversary of “World Wish Day” in Hartford. The staffs of UnitedHealthcare used two week times to buy 10,000 luminaries to light up the street and also donated over $16,000 to help Make-A-Wish foundation to grant the children’s wishes.
3. Celebrity
Make-A-Wish Foundation have also received the support from the celebrities from different industries across the world to help them grant the kids’ wishes. Each year, these celebrities meet the wish kids at their concerts, on sets, in their hospital rooms and anywhere else to inspire the children and send them courage. For instance, John Cena, who as un undoubted WWE wrestling champion, have granted 400 wishes for 10 years so far.
”He is one of the kindest people I’ve ever met, I think the thing that can’t be forgotten, in the 400 wishes that John has granted, is that John realizes the impact of a wish come true. It’s not just a moment for these kids, but it’s something they can look forward and something they can reflect on afterwards. ” ” Berge said.
Same here, like on the World Wish Day, Make-A-Wish Foundation wish granters come together to deliver the mission of the organization and to raise the awareness about the data—April 29th, they are Justin Bieber, Miley Cyrus, Cake Boss’ Buddy Velastro, internationally renowned photographer Nigel Barker, WWE Superstar John Cena, actress Tiffani Thiessen and host of the Daily Show, Jon Stewart.
4. Sponsorship
There are lots of corporate alliance sponsors their own efforts to find volunteers, raise money and encourage people to donate, they range from family-owned local company to the world’s largest corporations.
Disney is one of their corporate alliances for
the 34 years all along, after the first wish in 1981 for Frank to go to Disneyland, the two partners were working together for granting wishes. The Walt Disney have provided more than $15 million in cash and granted almost 8,000 Disney-relatedeach year. On October 22 of2015, Make-A-Wish and The Walt Disney Company celebrated the 100000th Disney-related wishes.
Subaru has donated $50 million to the charity “Share the Love” events for 7 years. For the forth consecutive year, Make-A-Wish was selected as one of the national charities who benefited from the “Share the Love” event, the beneficial amount are more than $2 million.
5. Advertising
Make-A-Wish Foundation also have their own TV commercial. following is a commercial for asking people to donate air miles.
And there are also some ads for the organization.
Make-A-Wish International: https://www.worldwish.org/en
Make-A-Wish America: http://wish.org/
Make-A-Wish France: http://www.makeawishfrance.org/
More Video:
“The Wish Writer” – Macy’s Christmas Film 2015
npomarketingblog 