Make-A-wish is an organization that I have been involved with for about 3 years now and something I am very passionate about. For those who are unfamiliar, the vision of Make-A-Wish is to grant the wish of every child diagnosed with a life-threatening medical condition.

For a company as successful as Make-A-Wish (they make 15,000 donations to children in the U.S. per year and about 14,000 abroad!) it issurprising that they have not moved into the digital market yet. But the time has finally come and Make-A-Wish will be partnering with PricewaterhouseCoopers for its digital debut.

According to Adage Article, As Price of Granting Wishes Goes Up, Make-A-Wish Goes Digital,  the cost of a wish is now an average of $10,130, up 7% from the previous year.  In order to push forward and expand globally as they are planning to do, the organization will need to raise $400 million by 2020, a 30% increase from the $300 million raised in 2015.

That is where Wishmaker will come into play. Make-A-Wish will launch the crowdfunding platform which will allow people to donate money towards a specific child’s wish. Until now people could make general online gifts to the organization. David Clarke, Chief Experience Officer, feels that being able to share specific stories and images will hopefully allow the platform to make connections that may not have been possible before.

Wishmaker will be “aggressively” marketed via popular platforms such as Snapchat, Instagram, Twitter, and TV.  The organization also hopes to tap into their celebrity supports to help raise awareness.  Other changes include the website becoming optimized for mobile use and (in the near future) the ability to donate through ApplePay.

While Make-A-Wish may be “a little late to the party” as stated by VP of strategy, Ryan Hegseth, the important part is that they’re choosing to show up at all. The recognition that it is time to adapt and their decision to embrace the positive changes in both the non-profit and marketing worlds are key factors that will drive their success. Kudos to Make-A-Wish for taking this leap and here’s to many, many more wishes beinMake-A-Wish_logog granted because of it.

*Mark Your Calendars* Make-A-Wish WNY will be teaming up with 97Rock for the Annual 97 Rock Radiothon on September 22 and 23. The event will start on Thursday the 22nd and run straight through to 10am on Friday the 23rd. Listen in  for exciting auction packages, live wish interviews, and special guests.



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