Intro to the Make-A-Wish Foundation
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Transcript of Intro to the Make-A-Wish Foundation
30 Years of Hope, Strength, and Joy
The First Wish Kid
The wish granting process
1. Referral
2. Medical Eligibility
3. Finding the one true wish
4. Powerful, life-affirming wish experience
Approaching 200,000 wishes granted
A charity on the rise
Top 10 rankings
High awareness
Strong appeal
25,000 volunteers
Solid support
Common Misconceptions
Terminal
Just a gift
Only for low income
Just a nice thing
From promotion……to
engagement
Women and Moms Rule
Not our target audience
High Emotional Appeal
Low Connection
Need new storytelling approaches
Emotional
Practical
oxytocin
13.2%
10.8%
Cortisol
14.9%
ACTH
Social media boosts the cuddle chemical
and reduces stress
Socially engaged co’s = 18% avg revenue growth
Least engaged co’s = 6% decline
FacebookMale: 43%Female: 57%
DeliciousMale: 48%Female: 52%
FlickrMale: 45%Female: 55%
MySpaceMale: 36%Female: 64%
NingMale: 41%Female: 59%
TwitterMale: 43%Female: 57%Ustream.tvMale: 34%Female: 66%
YelpMale: 43%Female: 57%
LinkedInMale: 50%Female: 50%
YouTubeMale: 50%Female: 50%
DiggMale: 64%Female: 34%
Married women 35-50 fastest growing segment of social media users.
Women 55+ fastest growing segment of Facebook users.
Women and moms rule social media
Our current channels
Mobile visits = 10%
- site optimization- branded app?
QUESTIONS?
Petri Darby, APRdirector of brand marketing & digital strategy
Make-A-Wish Foundation® of America
[email protected] / @darbyDARNIT
wish.org / @makeawish