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Promotion
The Foundation launched an annual, nationwide public service campaign in 1999 that has since generated well over $100 million in placement value through all major media (broadcast, print, Internet, out-of-home). In addition, proactive Make- A-Wish media outreach generates hundreds of media reports and stories each year about its activities that, in turn, generate hundreds of millions of consumer impressions.
Another significant gateway to public awareness comes through DisneyHand, Worldwide Outreach for The Walt Disney Company. DisneyHand creates its own Make-A-Wish public service announcements for exclusive airing through Disney-owned broadcast media, most notably ABC Television. A direct provider of wide-ranging wish resources, DisneyHand helps facilitate the largest percentage of Make-A-Wish requests; approximately 37 percent of all Make-A-Wish experiences each year are Disney-related.
National corporate partnerships add a significant promotional element that allows the organization’s message to reach millions of consumers directly. Through unique and meaningful cause-related marketing programs, companies are able to grow their respective brands while simultaneously supporting the Foundation’s revenue and awareness needs.
As one of the Make-A-Wish Foundation’s leading national sponsors, United Auto Workers– General Motors has for years engaged in a fully integrated partnership that generates significant awareness and funds, and moreover connects its workforce directly with the Make-A-Wish mission. Thousands of UAW members, GM employees, and GM dealers in communities around the country have since personally committed to volunteerism, fund raising, and wish granting.
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