Keep Hoping, Keep Dreaming, Keep Wishing
Make-A-Wish was about to celebrate 40 years of granting wishes to children aged 3-17 living with a critical illness, with a fundraising campaign to match. With the COVID-19 impact, we pivoted our campaign to “Keep Hoping, Keep Dreaming, Keep Wishing” as we were unable to deliver wishes during lockdown.
Our challenge during COVID-19 lockdown included our inability to deliver wishes due to the medical vulnerability of our wish children, keeping 140 volunteers nationwide engaged in wish deliveries, engaging our donors and ensuring our brand remained top of mind. Our Volunteer Manager and Programme Manager embarked on a series of Zoom calls to upskill volunteers enabling them to contact each of our current wish children/families to involve them in our “Hope Campaign”. Our fundraising campaign pivoted its message to “Hope for a better future”, “What hope looks like”, and “Wishes need stars like you” during lockdown and included a strong digital focus (donated) digital hoardings and television with Sky, Prime and Mediaworks that included activating a text2 donate campaign, social, and eDM’s.
All of our wish children and their families were kept in touch with the progress of their wish and engaged in the wish delivery journey by increasing a focus on anticipation. The pivoted campaign messaging, call to action and lockdown wish delivery stories were shared to our website, television and social platforms, and during the lockdown period, we saw an increase 32% in website donations and 64% in subscribers. “Keep Wishing” campaign stories and delivered anticipation remotely to our wish children including six Batman videos, two Zoo videos, one Shortland Street video amongst others.
Watch Tamsin’s One True Wish on ONE Breakfast.
Find out more about the Make-A-Wish Foundation:
Face to face home visits may not be possible right now but that hasn't stopped Wish Fairy Dianne! Complete with fairy wings Dianne met 8 and 6 year old brothers via an online video home visit and was able to establish both boys one true wish. The boys’ mum really appreciated hearing from us through lockdown and the boys were thrilled to have some magic sprinkled into their lives at this time.
There are 140 amazing “Wish Fairies” throughout the country volunteering to help children discover their one true wish.