Perception changing Marketing campaign
Client Info
Make-A-Wish (MAW) is a nonprofit organization dedicated to granting life-changing wishes to children with critical illnesses. They provide a unique, personalized experience that empowers children and brings hope, strength, and joy to their lives. Through collaboration with families, volunteers, and partners, Make-A-Wish creates magical moments that leave a lasting positive impact. Focused on compassion and creativity, the organization works tirelessly to inspire communities and transform lives.
Client Service
Make-A-Wish offers a unique service that turns the heartfelt wishes of children with severe illnesses into reality. By crafting tailored experiences, the organization provides moments of joy and empowerment during challenging times. Their work centers on creating impactful, memorable journeys that bring families together and inspire hope. With a network of dedicated volunteers and supporters, Make-A-Wish transforms dreams into meaningful milestones, fostering resilience and positivity.
My Role
Me and three other students worked collaboratively on this project, my role within the team was to make all the necessary documentation, help with the ideation process and provide assistance to the team lead to keep everyone on track and focused.
The Problem
Make-A-Wish struggles with public misconceptions about their mission.
Misperception
People perceive MAW as an organization that organizes a fun day out for children that are nearing the end of their lives. MAW’S actual mission is to provide hope and strength to children with severe, sometimes life-threatening illnesses by granting their wish so they can recover and live a full, and happy life.
A sense of Urgency
Because of the misperception about MAW’s mission, there is no sense of urgency to help the children that are in desperate need of hope and strength, which MAW gives through their wish journey program.
The Goal
Design an online fundraising campaign that emotionally engages potential donors by showcasing the transformative power of the Wish Journey
Changing Perceptions
The main goal will be to change how people perceive MAW’s wish journeys by showing them the months long personalized process that make a wish journey special, personal and powerful for each child.
Urgency Awareness
The fundraising campaign must convey urgency, avoid stereotypical narratives of terminal illness, and highlight the ongoing need for support to ensure these children’s stories continue beyond their diagnosis.
Key Design Factors
And the most important project findings
A new way to market
A mockup of how the marketing campaign would look on Pinterest
During the research phase, we discovered that MAW’s target audience was between 30 and 40 years old and usually had kids of their own. This demographic spends most of their online time on platforms like Pinterest, which opened a new and unique marketing opportunity for us to reach this audience. This discovery made us decide to focus our marketing strategy around Pinterest.
Feedback Empathization
A progress report and thank you email to the donators
One of the problems we had to solve for the client was to change people’s perception of both the wish journey process and how they could contribute and change lives. This is where I came up with the idea to show a “Thank You” message to donors who contributed to a specific wish journey where we could thank them and directly show the impact their donation had on the child(ren).
Fundraising bar
A fundraising page
Another idea I came up with was the fundraising bar, inspired by sites like Kickstarter. The idea here is that donors can see how a donation of as little as 5 euros can help complete a kid’s wish journey, of which they then get a progress report and thank you letter later. This completes a feedback loop which helps all party’s involved.
Impacts
At the end of the project, the team and I provided the Make a Wish Foundation with:
A few high fidelity screens showcasing how the concept would look and feel from the user's perspective.
A video pitch that explains our fundraising campaign concept
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