Brand Values
The Make-A-Wish Foundation operates under a unique, yet universal set of brand qualities and values that define how the organization approaches its work. The Make-A-Wish brand is:
• Life-affirming. The brand focuses on the joy of the wish experience and understanding the powerful therapeutic value of the wish experience for the child and the entire family.
• Child-focused. A wish must be of the child’s expression, not anyone’s expression in place of the child.
• Family-friendly. The wish-granting experience is a family activity, involving as many family members as possible.
• Community-based. National promotion, fund-raising and outreach efforts support local initiatives, and all wishes are delivered by local volunteers.
• Focused on human enrichment at all levels. Wish granting gives the medical community another tool to help sick children fight or cope with their illnesses, and provides uplifting experiences to everyone involved in (or familiar with) the wish experience.
