jhenretta_636_w8

integrated marketing clarity
an integrated marketing campaign proposal
an integrated marketing campaign proposal
targeting Michigan Millennials, corporate sponsors, and internal constituents
presented April 27, 2016 by Jamie Henretta
© 2016 825 IMC Consulting. Proprietary & Confidential.
825 oak cliff ave | dallas, tx 75208 | (512) 876-6345 | 825consulting.com

Make-A-Wish Michigan IMC Proposal | 825 IMC Consulting 2
table of contents
executive summary 3
opening letter 4
press release 5
credentials 6
agency materials 7
situation analysis 8
competitive analysis 18
target audience 20
secondary audiences 24
swot analysis 25
brand audit 27
audience insights 29
icss 30
creative brief 32
communications plan 33
campaign goal 34
campaign objectives 34
campaign strategies 35
campaign tactics 36
local up 4 wishes - internal kickoff 37
local up 4 wishes - external kickoff 39
wish-a-mile 42
wishes in flight 47
local up street bazaar 50
walk for wishes detroit 53
local up 4 volunteers 55
integrated communication flow chart 56
snapshot - budget & results 57
evaluation & measurement 58
conclusion 61
references 62

executive summary
As with most philanthropic giving among generational groups, many Millennials feel an innate
need for a personal connection to a nonprofit organization to spur engagement and continuing
support. For many, this is a tie through a family member, friend, or loved one. However, in the
research portion of this proposal, 825 unveiled an amazing insight – Engagement through the
local community alone was enough to establish a personal connection for Millennials. This
insight allows for us to connect our target audience to Make-A-Wish Michigan through an
approach unlike any other taken with previous generations. It is through honest, inclusive,
empowering, and imaginative local ties 825 will connect Michigan Millennials to the ease of
giving and opportunity to be a part of something greater than themselves locally through the
Make-A-Wish Michigan mission.
With over 70% of Millennials having given back to philanthropic causes last year alone, it will be
easy to attract Millennial support. We just need to make them aware, and provide opportunities
of engagement cohesive with their busy lifestyle. Through Local Up 4 Wishes, we'll engage
busy Michigan Millennials, empowering them to give a little, to gain a lot. Through the ease
of every day giving and introduction of new and existing local and accessible Make-A-Wish
Michigan events, we'll create and build a personal connection that drives further engagement
for the future. Millennials want to support local initiatives. It is through generating greater
awareness and opportunities locally that Make-A-Wish Michigan will seamlessly connect our
target audience to everyday opportunities that fulfill their need to make an impact in something
larger than themselves.
The emphasis of local community, businesses, and opportunities for engagement will drive
this campaign forward, securing the much needed goal of $1.25 million in donations. It will
aslo generate 20% more volunteers with multicultural and bilingual ties, and create new
opportunities for sponsorships from the largest to the smallest local Michigan businesses.
825 will utilize technology, opportunity, ease of giving, empowerment, local resources, and
building a buzz to approach our campaign deliverables. First, we'll introduce an internal plan
thatwillallowMake-A-WishMichiganconstituentsbeyourgreatestbrandadvocatesthroughout
the campaign. Second, we'll introduce a donation platform that will integrate seamlessly into all
Michigander lives, especially that of Millennials and their "buy local" purchasing preferences.
Next, we'll uncover sponsorship opportunities that were once unattainable with Make-A-Wish
Michigan's mission alone and leverage local attractions and infrastructure to connect with
Millennials living in or passing through Michigan. From there, we'll support the busy and social
lifestyles of Millennials, identifying opportunities to introduce them to our events, incorporate
their talents through volunteer opportunities,and most importantly the increase their awareness
and support of the Make-A-Wish Michigan mission.
With the first event not even one month after launch, this campaign will move quickly. While
securing additional WAM participants, we'll be building up the Local Up 4 Wishes from the
inside out, to ensure success all year-round. Success early on will ensure opportunities for
growth and renewal, with exceedingly more funds and support for your mission. 825 is inspired
and excited to manage this campaign, and we look forward to building up and being a part of
the Make-A-Wish Michigan community with you.

April 27, 2016
Ms. Karen Davis
President
Make-A-Wish Michigan
7600 Grand River Ave. Suite 175
Brighton, MI 48114
CC: Ms. Sherri Collins
Vice President of Marketing and Brand Advancement
Dear Ms. Davis,
On behalf of 825 IMC Consulting, I would like to personally thank you for the opportunity to present
825’s integrated campaign proposal to you and the team at Make-A-Wish Michigan. It has been a
tremendous honor developing a clear, comprehensive, and measurable campaign that exceeds your
objectives. We look forward to working with you and the dedicated, talented members of your team
in making this campaign a reality. By engaging Millennials throughout Michigan, local businesses, and
professional organizations to act upon this campaign, we’ll generate the support you need in order to
grant more wishes through your organization’s initiatives. This campaign is designed to enrich not only
the experiences of wish families, but inspire Millennials and the local Michigan community with greater
hope, strength, and joy.
Our team is comprised of dedicated and solution-focused, integrated marketing and creative specialists.
We’re problem solvers with the sole focus of providing clear and scalable action plans that enable our
clients to continue to do what they do best. For Make-A-Wish Michigan, that’s granting more wishes.
We'll do so with the Local Up 4 Wishes campaign. With over 50 years combined experience in growing
small and medium operations, our proven history offers unparalleled insights, creative solutions, and
measurable results for even the leanest of nonprofit and small business clients. We’re here for you,
available eight days a week and 25 hours a day, as an integral resource in empowering the Michigan
Millennial community to act.
Throughout the years, several of our staff including myself have been moved by the Make-A-Wish
mission. We are eager to take the organization’s rich history and mission and build upon them through
this campaign to ensure every wish is fulfilled. With World Wish Day soon approaching and springtime
your busiest wish granting season, I will follow up with you by phone May 20th to answer any questions you
have about the enclosed proposal. If you have any questions in the meantime, please contact me at any time.
Sincerely,
Jamie K. Henretta
CMO & Founder - 825 IMC Consulting
jamie@825consulting.com

press release
For Immediate Release
January 1, 2015
Integrated Marketing Agency 825 IMC Consulting Opens for Business
Dallas based firm poised to increase engagement and growth with integrated solutions
Dallas,TX(Jan1,2015)–Localintegratedmarketingandcreativeconsultingagency,825IMCConsulting,
launched today with the mission of increasing engagement and growth through scalable action plans
that allow nonprofit and small to mid-size clients focus on what they do best.
825 IMC Consulting is lead by Dallas resident, Ms. Jamie Henretta. Her passion is providing clear,
comprehensive research, strategy development, and creative integrated solutions that drive marketing
efforts and promote growth. Having worked in both small and large business operations, she’s taking her
innate working knowledge of efficient systems with plentiful resources and focusing efforts on developing
scalable solutions where they are needed most, at the nonprofit and local business level. The 825 team’s
combined experience in market research, public relations, marketing, and development of engaging
creative solutions allow even the leanest of organizations to accomplish their growth objectives through
smart and engaging solutions with measurable results.
An integral asset to any client, 825’s diverse and inclusionary team comprises of IMC leaders from
throughout the US and abroad. “We’ve all helped grow small operations into industry leaders. Our
passion is for cultivating this growth where and when it’s needed most. We’re here 8 days a week, and
25 hours of the day to ensure our client’s success,” says Henretta. 825 has already secured Bea’s Kids,
a Dallas-based after-school tutoring and pathway out of poverty nonprofit organization for the local
Hispanic community as their first client. With a focus on engaging the local community as its greatest
asset, 825 will increasing donations to fund their ultimate goal, growing operations to include additional
tutoring centers throughout the DFW area.
###
About 825 Consulting
825 IMC Consulting is a full service integrated marketing communications and creative consulting agency
headquartered in North Oak Cliff, a revitalized community south of downtown Dallas, Texas. The 825 team
specializes in going the extra mile in strategy development and creative execution to provide nonprofits and
small business clear and measurable results.To connect with 825 IMC Consulting, please visit 825consulting.
com, follow 825 IMC Consulting on Facebook, or join the conversation on Twitter @825consulting.
Contact
Jamie K. Henretta
CMO & Founder
jamie@825consulting.com
(512) 876-6345

you know where to find us.
8 days a week. 25 hours a day.
At 825 IMC Consulting, we thrive on being 110% all-in, providing unparalleled insight and integrated
solutions that grow our client’s mission. We’re always available, in person and online, when you need
us most. We understand the challenges of nonprofits and small to mid-size businesses. We’re set on
building up the internal culture and community, and extending these to the community at large for
greater support and growth opportunities. A job isn’t done until you’ve experienced measurable results.
We develop creative action plans that grow your mission and enable you to focus on what you do best.
Rest assured, it’s our mission to create SMART integrated marketing campaigns that are seamlessly
implemented, promote growth, and allow you to focus on what you do best.
At 825, we are a collaborative integrated marketing and creative consulting agency, allowing our
nonprofit and small business clients unprecedented access to how big strategy can work for them. We
value building relationships, being part of your mission, and developing creative solutions that grow
your operations and scope.
We identify opportunities and implement creative solutions
to promote growth with measurable results.
825 listens to the needs of our clients and their audience and creates a transparent and engaging
relationship that drive future opportunities and successes. Our team of industry leaders knows that your
project is important, and it’s imperative for us at 825 to be a part of your community and mission. Our
experience extends far beyond qualitative and quantitative research methods to include in years of
industry leading and personal worldly experiences.
mission
To create SMART integrated marketing campaigns
that are seamlessly implemented, promote growth,
and allow clients to focus on what they do best.
focuses
Integrated Strategy
Market & Industry Insights
Scalable Solutions
Nonprofit Initiatives
Community Engagement
Creative Execution
SMART Metrics
Taking Action
successes
Increased awareness, volunteers, and community donations by 25% for Bea’s Kids–a local Dallas
nonprofit providing after-school tutoring and pathway out of poverty for the Hispanic community.
Additional funding allowed for the establishment of its 4th afterschool center, staffed by new volunteers
and professional mentors.
Increased overall awareness and social media followers 25% with integrated pop-up shop campaign for
Emporium Pies, a local bakery poised to launch it’s second location in a revitalizing neighborhood.

jamie henretta
cmo & founder
jamie.henretta@825consulting.com
(512) 876-6345
825 oak cliff ave | dallas, tx 75208 | 825consulting.com

situation analysis
mission
The mission of Make-A-Wish Foundation is to grant the wishes of children with life-
threatening medical conditions to enrich the human experience with hope strength,
and joy (Our Mission, 2016).
impact of a wish
Make-A-Wish Foundation grants a new child’s wish every 37 minutes. “Whatever the odds, whatever
the obstacles… wishes find a way to make the world better” (Our Mission, 2016). A wish experience
can become a game-changer for a child with a life-threatening medical condition. Wishes impact not
only wish kids and their families, but they also inspire volunteers, donors, sponsors, and the community
at large. The entire wish experience, from the wish decision, the building of anticipation by volunteers,
the wish fulfillment day, and moments afterward enrich the human experience, for all of those involved
(Thoms, 2015).
In a 2011 Wish Impact Study, doctors, nurses, and health professions surveyed agree that a wish
experience can influence a wish kids’ physical health (Wish Facts, 2016). Additionally, granted wishes
have been proven to enhance the mental state of the entire wish family .
5 types of wishes
I wish to go...
I wish to have...
I wish to be...
I wish to meet...
I wish to give...
a child’s imagination determines the wish

history
It all began with one wish.
In 1980, a public law enforcer was deeply affected in learning a friend’s young son, who aspired to be a
police officer, was fighting a battle against Leukemia. It was well known that his life’s dream and wish was
to “catch the bad guys”.The two officers made it their mission to see that his wish was fulfilled. “I’ll rent the
helicopter myself if I have to”. It was this mission to fulfill Chris'wish and provide him with joy and strength
to fight his illness in which the first hints of the foundation was founded.
On April 29th, 1980, 7-year-old Chris Greicius became Arizona’s first and only honorary DPS officer.
Complete with hat, uniform, badge, motorcycle wings, and experiences fighting crime by both patrol car
and helicopter, Despite returning to the hospital the very next day, Chris and his family were filled with
the joy of a lifetime, experiencing his wish come true through the gracious efforts of a few dedicated
volunteers and local community support of the effort.
Chris unfortunately passed away just a few days later. Still moved by the experience of filling the boys last
hours with hope and joy, officers gave Chris a burial ceremony of that of a fellow fallen hero, traveling
across the country to Chicago to recognize him. This story galvanized two communities across the nation
as word of mouth spread of the unconditional love and support in granting Chris his wish. Upon returning
to Arizona, the momentous power and opportunity in granting similar children with life threatening
illnesses wishes was discussed with others. United by the mission of elevating the human spirit, Make-A-
Wish founders realized granting wishes provides hope, strength, and joy for wish children, their families,
volunteers, and the community at large.
By November that same year, Make-A-Wish received
its tax-exempt status as a nonprofit organization. The
following spring, the organization performed its first
official wish. By 1982, television show NBC Magazine
featured the foundation and its mission of the power in
granting wishes on national television. This coverage
helped lift awareness and support, allowing for Make-A-
Wish Foundation to be incorporated in May of 1983, with
local chapters opening soon after across the nation.
inspiring facts
1st wish granting charity
Founded by joy of volunteers
Values wish granting as essential
Top 10 ranked charity nationwide
Inspired numerous local, regional,
and international chapters
Supported by medical officials
Any nominated child with a
life-threatening illness is eligible
Chris Greicius
Honorary Arizona DPS Officer

michigan chapter
Make-A-Wish Michigan was found in 1984, only four years after the
national chapter granted the first wish. Make-A-Wish Michigan’s first
wish granted was for 11-year-old Joshua, who also suffered from
Leukemia, just like Chris in Arizona. In it’s first year, Make-A-Wish
Michigan grated eleven wishes, establishing itself as a strong local
chapter early on.
Make-A-Wish Michigan is headquartered in Brighton with satellite
office in Grand Rapids. With over 700+ volunteers across the state,
Make-A-Wish Michigan supports wish families across all 83 Michigan
counties,providing an extensive local network. Make-A-Wish Michigan
is recognized as a four-star charity, the highest rating given to a non-
profit by industry Charity Navigator,
Since it’s inception over 30 years ago, Make-A-Wish Michigan has granted more than 8,000 wishes for
Michigan children with life-threatening medical conditions. Currently, there are 450 eligible Michigan
children waiting for wish fulfillment, with many others joining the list daily.
Make-A-Wish Michigan has an aspiring goal to reach more than 400 kids this year.With the average value
for a Michigan wish to be granted is estimated around $8,000. This cost in part due to travel expenses
as more than 78 percent of Michigan wishes require air travel, making it a critical and costly resource.
Make-A-Wish estimates that 300 wishes this upcoming year will involve travel; require approximately 98
million air miles. In order to achieve this, it is imperative to generate $1.25 million more in donations, as
well as increase volunteer participation by 20%.
Michigan specifics
Large, divided, &
spread out population
Pockets of growing,
diverse communities
Most wish requests
require air travel
financials
Make-A-Wish Michigan’s fundraising efforts, fiscal practices,
and business operations all are designed to support a
single purpose: to grant wishes that change lives. Make-
A-Wish Michigan does not receive state or federal funding.
The Michigan community graciously provides all monetary,
planned, matched, and in-kind donations from individuals,
families, foundations, organizations, and businesses alike.
Latest financials released for the 2014 fiscal year contributions
and investments total $6,950,049, of which in-kind donations
accounted for $1,558,960, and net assets totaling $1,812,208
(MAWM Audit, 2015). Make-A-Wish Michigan estimates more
than 80 cents of every dollar spent goes directly to the mission
itself – wish granting (MAWM Annual Report, 2015).
financial transparency
81 cents of each dollar
goes to wish granting
100% of funds stay in Michigan

how to give
Given the demands to achieve funding for 400 wishes annually, Make-A-Wish Michigan
offers several programs for donations.
Monetary
In-Kind
Approximately 40 percent of the total value of wishes is provided by in-kind donations including loyalty
points, building materials, new toys and electronics. Make-A-Wish Michigan volunteers give these small
gifts to each wish child and theirs siblings to build anticipation for the day of their wish. In keeping the
items under $20 maximum in value, it allows anyone to contribute to the fun and anticipation of the wish
granting experience. Additionally, office supplies help to keep the administrative costs down.
Matching Gifts
Several companies encourage employees to donate to Make-A-Wish and will match their individual
contributions. The amounts of these gifts are often matched dollar-for-dollar or more, doubling and
tripling the impact .
Season of Wishes
The signature Holiday drive for donations, Macy’s Believe, Holiday Card, in-kind gifts for wish kids. Any
letter written to Santa and dropped of a Macy’s store or sent online to macys.com/believe, Macy’s will
donate $1 to Make-a-Wish, up to $1 million. Seasonal holiday greeting cards are also made available,
featuring work inspired by wish kids and benefits of the foundation, with all proceeds going directly to
Make-A-Wish Michigan.
Wishes in Flight®
The average value for a Michigan wish to be granted is estimated around $8,000. This cost in part
due to travel expenses as more than 78 percent of Michigan wishes require air travel, making it a
critical and costly resource. Fortunately, national support allows for the donation of airline miles
from major partnered airlines (FAQ, 2016).
Make-A-Wishestimatesthat300wishesthisupcomingyearwillinvolvetravel;requireapproximately
98 million air miles. Make-A-Wish Michigan has aspiring goal to reach more than 400 kids this year.
Once airlines miles are donated, they do not expire. In return, they are used to support the ever-
increasing need to support wishes that require travel across the country and globe. Participating
partners include Delta, United, American Airlines, Southwest, and JetBlue.
Adopt-A-Wish®
This program allows for large contributions to sponsor individual wishes. Covering full wish grants,
this program is ideal for businesses, organizations, individual, and family foundation contributions.
Participation in this program allows contributors to know first hand that they single handedly
brought hope, strength and joy to a wish child.
The Wish Society
For individuals and family foundation gifts, contributors can donate specifically to the amounts in
designated tier amounts starting at $1,000.

fundraising
Fundraising is an essential part of nonprofit contributions. With reputable options,
contributors can rest assured in knowing 100% of all fundraising efforts coordinated
through Make-A-Wish Michigan goes directly towards the mission of grating wishes in
Michigan and enriching the overall human experience.
Online Fundraising Given today’s preference towards crowd-sourcing, Make-A-Wish Michigan
onlinefundraisingallowstodaysbusyphilanthropicindividualtocreatetheirownpersonalizedfundraising
page,join an existing team,as research fundraising initiatives to support.In building a connected network
for fundraising initiatives, Make-A-Wish Michigan allows users to honor a special person, occasion, or
event such as a birthday party with intuitive and nationally supported secure infrastructure.
Organize A Fundraiser A classic approach to fundraising, this allows individuals and groups to
hold unique events that best suits times of the organizer, talents, and guests of the event. All proceeds
are in turn donated to Make-A-Wish Michigan through their own fundraising events and promotions.
Wishmakers on Campus® This campus focused program not only increases awareness of Make-
A-Wish’s mission, but instills the value of community service, generates school spirit, and provides
opportunities for participants to foster philanthropic ties. This opportunity builds a network of awareness
and support for Make-A-Wish Michigan between peers, the school, and the community at large.
Kids for Wish Kids® An inspiring program that allows students and children hands-on experience
of projects ownership in granting wishes through Make-A-Wish Michigan. With dedicated toolkits for
schools and youth organizations, it establishes the importance of philanthropic activities at a young age,
shaping the future with Make-A-Wish Michigan brand for years to come.
An engaging perspective, Kids for Wish Kids helps children see the need amongst peers in granting
wishes, as a child should sees no illness. The mission is the core of promoting strength joy and today
with the opportunity to engage in philanthropic activities and help grant wishes of children affected in
their own communities.
Wishmakers on Campus is currently
the only Millennial focused touchpoint.

signature events
Make-A-Wish Michigan holds five signature events annually. Occurring regionally, these
events promote awareness and opportunities to engage with Make-A-Wish Michigan
through visibility within the local communities.
Walk for Wishes® A national celebration of wishes granted, and local
fundraising event for granting future wishes, Make-A-Wish Michigan holding
two Walk for Wishes events annually. The events are staggered, with spring and
fall events in Southeast and West Michigan. Events for the 2016 season will occur
May 7th and October 1st. Participants enjoy fun filled walk along with arts and
crafts and face painting, snacks, giveaways, and closing ceremony.
Each location experienced record-breaking attendance in 2015 in which they
look to build upon in 2016. The 2015 Southeast Michigan Walk for Wishes
held at the Detroit Zoo raised $485,000 with over 4,000 participants. The West
Michigan Walk For Wishes occurs in the fall at John Ball Zoo in Grand Rapids and
in 2015, enjoyed raised more than $120,000 and had over 600 pre-registered
participants (MAWM, 2016).
Wish-A-Mile Bicycle Tour This year will commemorate the 29th
annual Wish-A-Mile Bicycle Tour, and largest fundraiser for Make–A-Wish
Michigan. The three-day long event will be held this year July 28 – 31, where
riders will partake in three ride options for all ages and levels of experience
for riders. The WAM300 tour takes riders across 300 miles of the Michigan
countryside over three days. The WAM50 is a one-day loop ride that joins the
WAM300 riders the final day. WAM Jr. is a half-mile ride for kids 5-18. WAM Jr.
participants get to experience the fun of decorating bikes and riding on the
track the final day of festivities.
The 2015 event raised more than $2.1 million through individual contributions, corporate donations, and
sponsorships. The event had more than 1000 participants and 300 volunteers. Final festivities include a
“Heroes Hurrah” celebration with all participants; wish children, their families and volunteers enjoying
food, atmosphere, and festivities on the track at Michigan International Speedway.
Wish Ball A formal black-tie gala fundraising event
with cocktail reception, dinner, dancing, and live auction,
the event recognizes the years greatest contributors and
accomplishments, with feature wish kids and their families.
West Michigan holds its annual event in Grand Rapids every
spring. This year’s upcoming event theme is Superheroes and
is set for May 7, 2016. Southeast Michigan holds its annual
event in Detroit every fall.

additional events
Third-party key events play an integral part in promoting Make-A-Wish Michigan’s
mission on a smaller but more social and inclusionary scale. Accessibility to these
events and partnership of enables everyone to be a part in of the greater cause itself,
granting more wishes from within the local community.
Accessibility to these events enables groups, organizations, and businesses all to host a joint Make-
A-Wish Michigan event themselves, without the formalities, cost, and scale of signature events. These
third party events are often paired with unique and social experiences. Serves as a great way to increase
awareness and introduce those unfamiliar with Make-A-Wish Michigan mission through other interests.
Largest 3rd Party Events of 2015
Blakes’ Haunted Hayride
Snowfest Snowmobile Ride
Tri-County Jr. Eagles.
Wings for Wishes Night with the Detroit Red Wings
partnerships & sponsors
Generating awareness and providing crucial support in granting more wishes.
Local and regional businesses provide unparalleled support for Make-A-Wish Michigan. Partnerships
with Make-A-Wish Michigan are a unique opportunity to build mutually beneficial relationships that
build greater opportunity to extend awareness and increase support. Corporate sponsorships provide
direct financial funding support, in-kind donations, access to volunteers, and increased individual
employee donations in addition to promoting greater visibility of the Make-A-Wish Michigan mission
through corporate initiatives. Signature corporate sponsorship accounts for 10% of overall fundraising
efforts, extending the reach of the mission by allowing for more wishes to be granted. Sponsors receive
mutual exposure in thanks for their support through visibility at signature events as well as through
public relations announcements and features in communications. Internally, corporate sponsors receive
build rapport and culture with in their own organizations, as well as receive government tax incentives
for their efforts.
2015 Signature Corporate Partners & Sponsors
Amway global
Eaton
Greenridge Dream Team Foundation
Meijer Media
Pepsi
Planet Fitness
Saint Joseph Mercy Health System
Teeny Tiny Toy Store

volunteers
95% of volunteers reported a greater sense of compassion, increased faith in humanity,
and strengthening of the community MAWM community overall.
Even with a network of 700+ volunteers, it is not enough to accommodate the increasing number of
wish needs and even staffing throughout the state. Make-A-Wish Michigan provides all volunteers the
opportunity for orientation and necessary training. All volunteers are required to perform an interview
and background check prior to attending orientation or wish granting training. A team of Make-A-Wish
Michigan professionals ensures volunteer coverage for events, as well as partners for wish granting
teams. Volunteers themselves are inspiring for the organization and community, gaining satisfaction out
of the wish as much as the wish kids and their families do. Volunteers are asked to serve a minimum of
one year and volunteer for at least two events. Most volunteers however, find their experiences uplifting
and become a greater part of the Make-A-Wish Michigan community through years of service, dedicated
events, and taking on additional roles.
Wish-Granting Volunteers
A properly trained team of volunteers serves liaisons between the foundation, Wish kids, and their
families. With granting team helps capture the child wish and enhance it throughout the wish process.
An essential part of the Make-A-Wish team, wish granters help coordinate events, send-offs, reveal, and
welcome home festivities. Make-A-Wish Michigan needs more diverse volunteers given both national
and local rends in ethnic demographic shits. Bilingual and multicultural volunteers better represent the
Make-A-Wish Michigan wish kids and families, and the overall community itself. Attracting more diverse
volunteers helps to alleviate any alienation of particular backgrounds by providing inclusionary support
that understands unique cultural differences of diverse wish families.
Special Events Volunteers
With five signature fundraising events each years,
increasing number of volunteers are needed to participate
in ensuring not only smoothness of the event in staffing
events, provide joy, welcoming attendees. Additional
opportunities include hosing various Make-A-Wish
Michigan activities and distributing flyers to promote
upcoming events.
Office Volunteers
Brighton and Grand Rapids locations often call upon
volunteers in the capacities of helping with clerical work,
answering phones, taking donations during office hours.

communications
Make-A-Wish Michigan is committed to providing the upmost
financial support to its mission of granting wishes. This ensures
funds received are going to where they are most in need. Paid
communication efforts are thereby utilized in the most effective
ways possible, as further commit the most funding possible to
granting wishes.
As a result, Make-A-Wish Michigan leverages earned media,
sponsored placement, donated media, press releases and
minimal paid advertising to promote their message. Donated
media space includes outdoor with Meijer Media, as well as
print with the Detroit Free Press and Detroit News. When paid
traditional media is utilized, effective target marketing assists in
keeping cost down, with no blanket coverage.
Given the lower cost on online and social initiatives, Make-A-
Wish Michigan is very active in social media with visibility on
Facebook,Twitter,YouTube,and Instagram.Posts are celebratory
in natures, showcasing success stories of completed wishes that
feature the Wish Kid filled with joy. #WishWednesday campaign
features a wish story each week. Additional posts feature Wish
Kids and call for volunteers.The latest updates are shared on the
website and Tumblr, with additional presence on Pinterest and
Google+, and LinkedIn.
Print is still an essential part of Make-A-Wish Michigan’s
communication mix. Public relations press announcements, print
and digital, as well as annual report publications and quarterly
With Our Best Wishes newsletter are essential component of
print communications for a Make-A-Wish Michigan. Targeted
direct mail practices are also used sparingly,common practice of
the Midwest nonprofit community, which is still proving effective
in generating awareness and action (Miller, 2013).
Video is also being used to tell wish stories, showcase at its
events, and serve as a call for support from the local community.
Internally, Make-A-Wish Michigan supplies all employees it’s
Daily Wish Newsletter to maintain focus on the mission and
celebrate successes.
1
2014
ANNUAL
REPORT
Featuring Tyren
the fireman
Online communications are reducing costs and
enabling more dollars to go towards wish granting.

successful campaigns
Successful national and local chapter campaigns have increased awareness and
donations for Make-A-Wish Foundation in recent years.
BatKid
Nationally and internationally, Make-A-Wish Foundation
received a tremendous boost in awareness and
donations after San Francisco chapter wish kid, Miles
Scott, wish to be BatKid went viral in 2013. In asking for
requests for a few hundred supporters to cheer on Bat
Kid after a day of fighting crime on social media, the
request went viral with over 12,000 supporters pledging
to be a part of the festivities the night before the event.
The San Francisco city transformed into Gotham City for
the day, and the city was shut down to accommodate
the community support. It is estimated 25,000 people
throughout the city participated in various events,
showing their support for BatKid (Mandell, 2015)
Miles and his wish come true continue to inspire
today as his wish has been turned into Sundance Film
documentary. Released last summer, Batkid Begins
shares not only Mile’s wish, but also the compassion and
support of the community response involved in granting
his wish (Mandell, 2015). These stories exemplify how
the power of a wish has an impact not only wish kids
and their families, but also in bringing the community
and world together support of Make-A-Wish’s mission.
#ShareYourEars
Disney Parks have long been a joint partner and sponsor of the Make-A-Wish
Foundation. To celebrate Disneyland’s 60th anniversary and 100,000 wish granted
globally, Disney promised to donate $5 to Make-A-Wish for every photo featuring
iconic Mickey and Minnie ears shared with the #ShareYourEars hashtag on Twitter
and Instagram. This fun and easy social campaign allowed for participation by those
of all ages, and already engaging on these platforms. Wrapping in March of 2016,
the campaign successfully gained $1 million in contributions, which Disney doubled
for a total of $2 million for Make-A-Wish Foundation. This partnership showcases
the importance of not only sponsorships, but the power of companies matching
commitments to further aid the mission of Make-A-Wish.
Give Wishes Wings
Every April, Make-A-Wish Michigan participates in the national
campaign to increase donation of airline miles to help wish kids
travel for their wishes. Spring and summer are the busiest wish
granting seasons. This timely and relevant campaign highlights the
organizations upcoming travel needs as well as incentivizes donation
of unused miles, as they don’t expire once donated. The annual
campaign features broadcast, print and online PSAs. Digital and
mobile components are engaging for users, with optimized micro-site,
real-time donation tracking, and social media peer-to-peer challenges
to increase awareness and generate further support (MAWM, 2015).
Viral Statistics
406,960 tweets on the wish day
featured #batkid or #SFbatkid
Story reached between 750 million
and 1.7 billion people globally

competitive analysis
competitors
Indirect competitors such as St. Jude Children’s Research Hospital, American Cancer
Society, and Ronald McDonald House Charities all compete for volunteers and funds
that support children with life threatening illness and their families nationally. For the
purpose of this campaign, 825 identified direct competitors as reputable wish-granting
organizations that have developed out of likeness to Make-A-Wish mission, have touch
points or serve Michigan community, and promote moments of joy that enrich the
human experience.
Rainbow Connection Rochester, MI based nonprofit that
focuses on making dreams come true for Michigan children with
life threatening illnesses. Established in 1985, they’ve granted
thousands of dream experiences for local children. Offers similar
programs to that of Make-A-Wish Michigan, including Adopt a
Dream, Kids Helping Kids, and scholarship funding. Enhancement
Program supports family time together with smaller gifts, occurring
outside the hospital setting as well as long-term illness, and
emergency response support.
Signature events include Dream Makers Ball and golf outings.
Rainbow Connection receives support from local organizations
who’ve raised money Make-A-Wish Michigan. Is known for
completing many celebrity meet and great dreams.
Starlight Children’s Foundation
Founded in 1982, SCF serves as an international foundation built
upon improving the quality of life and health through supporting
physical and emotional health development for kids and their
families. The foundation’s mission is not limited to serving terminal
or chronically ill children, and includes improving the overall
wellbeing of children during hospital stays and community efforts
such as funding local summer camps.
Campaigns have supported Michigan families locally through
Ronald McDonald House of Western Michigan, as well as Helen
DeVosChildren’sHospitalandMaryFreeBedRehabilitationHospital.
Corporate partners include Major League Baseball, Niagara Water,
Nintendo, Northwest Mutual, Colgate-Palmolive, and EcoMedia.
Fierce local competitor
85% of every dollar goes
towards dreams fulfillment
Social promotes event
calendar & dream successes
American Express Giving
Not transparent of
corporate sponsors
Charity Navigator Rating: 4
A threat to Make-A-Wish Michigan locally, their vision is to be recognized by
the local community as the leading wish granting organization in Michigan.
82% of every dollar directly
funds programs
Crowdsourcing site where
donors can selectively
choose, track & share
engaging campaigns
Recognized for recruitment
videos, business innovation,
and creative messaging
Strong support by medical experts, medical facilities, and leading
national corporate partners who could influence donation dollars.

Dream Factory
Established in 1980 in Hopkinsville Kentucky, operates nationally
with 34 local chapters. Value in providing a dream can improve the
quality of life and extend the life of a critically ill child. Dream Factory
does not limit it’s mission to children who have life-threating illness,
and also includes those with chronic illnesses, disorders, and those
that suffer from emotional and physical pain.
Although recognized and able to accept funds through nationally
through digital giving (Amazon, American Express Dollars, and EBay
Giving Works), the organization acknowledges they have no means
to grant dreams in areas in which they don’t have chapters.
Corporate sponsors include American Airlines, Millennium Hotels
and Resorts, and Charter Energy. National nonprofit assistance is
received from the Give Kids the World Village, Walmart Foundation,
and the United Way through NFL alumni.
For a Day Foundation
Established in 2000 as a series of events for children with cancer
to boost self-esteem. Mission has grown to include counteracting
stress and trauma, and instilling a sense of normality through play
oriented programs that bring attention to the power of happiness
in healing. Offers Queen for a Day, Hero for a Day, and Designer for
a Day events. The Detroit Chapter was established in 2001 and has
grown to include over 200 volunteers and has brought joy and a
sense of normalcy to over 1000 children. Events are smaller in scale,
held in hospitals, and cater specifically to children with cancer.
Partnered with Amazon to
donate 8% of purchases
Successful social
#beYOUtiful campaign
Charity Navigator Rating:
N/A as revenues do not
exceed $1 million
Sentiments of strength and the power of happiness in healing similar MAWM
mission with local chapter and operations in Michigan medical facilities.
Largest all-volunteer children’s
wish granting organization
Second largest wish granting
organization nationally
90% of all revenue goes directly
towards dreams experiences
Ease of donating funds through
online ecommerce channels
Website features Dream Factory
goods for purchase
Although Michiganders are able to contribute easily,
funding does not support dreams of local children within Michigan.
challenges & opportunities
Make-A-Wish is the premiere wish granting non-profit organization. Make-A-Wish Michigan can leverage
this affiliation and it’s own history against local competitors. By better understanding the changing
dynamics of the communities within Michigan, Make-A-Wish Michigan can create more successful and
measurable campaigns that resonate with Millennials in Michigan, as well as their employers and internal
networks.

demographics
Althoughtheyearsaredebated,themostcommondefinition
of millennial is someone who was born between 1981 and
1997. The most ethinically diverse generation, in total they
now outnumber Baby Boomers with an estimated 77 million
Millennials today. Millennials are highly educated with 23%
having received a BA or higher.
Marketers are highly interested in Millennials as their target
audience due to current estimates of their nearly $200 billion
in purchasing power annually. This is only set to increase
as they advance in their careers and earn higher incomes.
and they’re paying close attention to the collectively active
philantrhoic endeavors (PRSDT, 2014).
psychographics
Coming of age during tough economics times with student debt at an all time high and limited by
opportunities by the Great Recession, Millennials are very informed consumers as they want to make
sure their investments and purchases are wise decisions. Additionally, their values have been shaped
by the historic events within their lifetime including 9/11, the Great Recession, and events embracing
diversity and inclusion (i.e., first African American US president and LGBT rights) (Weinstein, 2015).
Unlike previous generations, Millennials are returning to urban centers to live and work, giving them
more access and time to indulge in culture, community, and creative efforts. This enables them to live
life to the fullest in terms of time and access to amenities, activities, commerce, and social engagement
opportunities. Millennials demand this integrated access to content and engagement from brands and
organizations as well. If they’re not provided, Millennials won’t waste their precious time and will look
elsewhere for this fulfillment.
The oldest Millennials are just beginning
to settle down, while their younger
counterparts are still finding their way in
the world. Most are delaying marriage
and having children in effort to define
themselves personally and professionally.
Children or not, Millennials play an integral
role in developing the community around
them as they see their participation and
impact as a defining characteristic of
themselves individually and as a whole.
target audience
millennials
Considered to be the most charitable demographic group, over 75% of Millennials
have made a financial donation to a charitable cause. In the giving economy, they’re
not only spending their time and money on charitable causes, but increasingly offering
their skills in order to make an impact (Spence, 2013). Engaging Millennials while
they’re just beginning to build philanthropic interests and establish financial stability,
creates a greater opportunity for loyalty in the future (Lantos, 2014).
Raised in a world of global engagement,
Millennials are more receptive to ethical
issues, value multiculturalism, and feel
more comfortable expressing themselves
than previous generations.
(Bucic, Harris, & Arli, 2012)
19% are Hispanic
14% are African-American
5% are Asian
(Cohen, 2014)
65% born in the USA
14% are first generation
12% are second generation
(Cohen, 2014)

the charitable generation
Millennial Impact Report finds that Millennials are heavily
influenced by the decision and behaviors of their peers,
whichisreflectedinfindingsthatMillennialsprefertoperform
cause work within groups, rather than independently (Bussa,
2015). Millennials feel good about themselves when they
donate and share their endeavors. It’s a way to perpetuate
philanthropic endeavors to have a greater impact for all in
which they feel good. This results in greater participation
through crowdsourcing funds (given limited economic
funds) and sharing their individual skill sets with others and
the causes they serve (White & Peloza, 2009).
Altruistic appeals may seem to resonate with the millennial’s
mindset of potential personal impact, however this does
not drive donations. Deeper insights into the millennial
mindset reveal they feel themselves as part of the greater
collective “We” generation, and their impact is felt not only
with themselves those receiving benefits (Paulin et al, 2014).
Millennials want to give back to their local communities
and support local philanthropic endeavors as they
can experience and see their impact first hand. Social,
recreational and philanthropic ideas are shared though
through social platforms, as a way showcase, validate, and
garner further support from peers the causes they believe
are worth it their time. Millennials ability to access and share
information, good and bad, is driving they’re preference in
supporting transparent causes. In allowing Millennials to
be the educated consumers they are, nonprofits are one
step closer to connecting with them through their cause
(Hyllegard et al., 2011). They prefer local causes as they
know where their money is going and they want to make
an impact. Millennials expect the causes they support to be
local, but also easily accessible, engaging and transparent
about how their contribution makes an impact.
Millennials aren’t only philanthropic themselves, but
expect that companies and society in general should be
contributing to society (Schwabel, 2015). They will choose a
company to work for, brand to support over one another if
they gives back to society. The millennial generation has a
strong dedication to public service, and although they might
not go out of their way to engage, they will if it’s there for the
taking. It’s a generation that wants to make a difference in
its communities and ensure that citizens control their own
destiny, individually and collectively (Taylor, 2015).
Millennials understand
that philanthropy is
celebrating what it
means to be human,
which benefits both the
receiver and the giver
(Fromm, 2015).
Favorite charities of Millennials include those that affect a family member
or friend, or have strong community ties.
Millennials love brands
and organizations that
support their local
communities and would
rather engage with them
than their competitors
(Schwabel, 2015).
Seventy-seven percent
of millennial employees
said they are more likely
to volunteer if they can
use a skill or expertise to
benefit the cause
(Rebell, 2015).

communications
Millennials have been connected to technology since childhood giving the nickname “mobile first”
generation (Strout, 2015). They rely heavily on mobile devices to connect them to their peers with whom
they mutually share and look to for suggestions of engaging content, events, and consumer choices.
Millennials rely on their smart phones to gather information about brands and organizations before
choosing to invest. Although criticized for their shorter attention spans, it is their mobile connected
nature that drives their preference towards immediacy and instant information gratification through
technology (Hyllegard, Yan, Ogle, & Attmann, 2011). This rapid information exchange builds trust and
preference towards to brand information shared by family, friends, and communities (Bucic, Harris, &
Arli, 2012).
Millennials take and use their mobile devices everywhere,
therefore brands should seek to build a personal and
engaging relationship with them to build loyalty both on
and off their phones. They recognize that they’ve become
‘desensitised’ to attention-getting and sales tactics in
marketing initiatives, showing preference to entertaining,
enlightening, and creative appeals across all media
(Hyllegard et al., 2011).
Specifally to social media appeals, Millennials are more
supportive to the benefits others derive from philantrhopic
actions than to benefits to the self. Social media is therefore
is viewed as a public space by Millennials, where they play
an active part in cultivating and managing impressions
received by others as they would in a phsyical space (White
& Peloza, 2009, Smith & Berger, 1996). This supports this
generation’s tendency to view and act as a “We” generation,
rather than critic’s self-focused “Me” generation descriptions
(Paulin et al, 2014).
challenges & opportunities
The state of Michigan itself is having difficulty retaining native Michigan Millennials. Many Millennials
are leaving the state after college in search of professional, economic, and engaging communities
elsewhere. This “brain drain” , seen before in similar Rust Belt areas, is a result of decades long downturn
and slow rebound (Bosse, 2015). Those raised in Michigan simply want to experience a more engaging
lifestyle in areas where they be higher on the economic ladder.
The facts support these sentiments, as Michigan Millennials make substantially less than their peers
nationwide with median income of $19,300. This fifth from the bottom statistic includes younger college-
aged Millennials who may only be working part time (Kiersz & Elkins, 2015. Although rebounding, the
economically depressed status of the state itself has median income salaries of for all employees at
$33,700.
At the same time, urban areas of Michigan are attracting several new comers and opportunities seekers
from the Millennial demographic from outside the state. These frontier Millennials have experienced
saturated markets and are being priced out of engaging opportunities within other urban centers.
They’re moving to Michigan communities, such as Detroit, which have an existing infrastructure,
centralized location, economic opportunities, and affordable opportunities. These unique communities
provide an opportunity in which to define not only themselves , but have hands on impact in defining
the community around them.
Individual altruistic
appeals tend fall flat
on social media, with
Millennials prefering
to engage and share
messages of urgency
and collective impact to
cut through clutter.

Michigan Millennials surveyed overwhelmingly say “there’s more to life than work”, a statement that
resonates with this generation nationwide (MCA, 2011). The Millennial Generation seeks to live richly–
however not within luxury goods. Luxury, as defined by Millennials, is the ability (time and freedom)
to pursue the activities they love (ASUS, 2015). Fulfilling this gap and creating a connection with this
demographic is crucial for Make-A-Wish Michigan in capturing and retaining their support. In recognizing
and being open to the evolving lifestyles and needs of Millennials, allowing them the opportunity to live
the brand’s story with you, it’s an open door to participation (Weinstein, 2015).
To keep Millennials in Michigan, student groups are already working with Millennials at this critical time
to improve perceptions of living, working, and building up the overall community in Michigan (MCA).
Michiganders who stay post graduation as well as move to the state to capitalize on the blank slate
of opportunity are changing the dynamics of their local community and the state overall. Rebuilding
communities are attracting social and entrepreneurial-minded Millennials. This is also opening the eyes
of employers, who seek opportunity with those staying in Michigan, as well as lower cost operations with
pre-built infrastructure once left abandoned. Segmenting and focusing on these engaged Millennials
reshaping Michigan will not only capture their need of supporting philanthropic activities locally, but
they’ll serve as influencers to their peers and organizations to do their part as well (Bucic, Harris, & Arli,
2012)
our audience
Leah - Single female, 30 years old, and recent transplant from
Austin,TX, which she called home after during her undergraduate
studies at The University of Texas. With no plans for marriage or
children anytime soon, she’s come to Michigan for professional
and cultural opportunities given saturation and lack of affordability
in the Austin Market for young professionals. Leah loves travel
and appreciates different cultures including her own Hispanic
roots. She’s traveled abroad to help fix schools in the Dominican
Republic. She’s well connected and looking for ways to build
social network, make an impact, and love her surroundings.
Majd & Nicole - Single male, 28,years old, and born in
Dearborn, MI. Son of Lebanese immigrants. Graduates of Wayne
State University. They originally had plans to move to Chicago
where girlfriend Nicole is from, but the influx of jobs in technology
sector in Michigan as well as family nearby kept him in the state.
He’s even convinced Nicole to stay in town where she’s now a
teacher. They’re thrilled at how the community and state economy
is changing before his eyes. They’re embracing all of the new
social activities in this once dull and depressed state, and they’ve
even convinced a few friends to stay and move to the area as well.
Common Ties
Educated & employed
Growing social &
professional network
Values family & friends
Cultured & diverse ethnically
Busy social lifestyles
Embracing opportunity to impact
local community & make it their own

secondary audiences
corporate partners
It’s imperative for Make-A-Wish Michigan to not only maintains their existing 300 corporate sponsors,
but to grow more support. Corporate partners supply 10% of funding for the overall budget therefore
this is a critical audience to keep loyal and engaged. Continued and new support from these groups
ensure the continuation of the mission in bringing hope, strength and joy to Make-A-Wish Michigan
wish kids, families, and community it serves. With job growth returning to business sectors throughout
Michigan, an opportunity is emerging to appeal to Millennials seeking employers with connections to
local philanthropic efforts.
Creative initiatives to partnership with young professional boards and organization as 77 percent
of Millennials cite networking as a key factor in joining these groups, with over 66 percent willing to
advocate for a cause in either volunteer or awareness initiatives (Case Foundation, 2015). These network
opportunities open the doors for volunteers, sponsorships, and donations by both corporations and their
individual employees (Felton, 2015). By seeking relationships with business in industries that promote
diversity and inclusion, Make-A-Wish Michigan has opportunity to engage with diverse employees to
serve ethnic area and diverse Hispanic and Arab Make-A-Wish families.
internal constituents
Make-A-Wish Michigan also has the opportunity to increase engagement and loyalty internally amongst
it’s own staff, volunteers, and network. These individuals are the heart and soul of the organization,
and it’s imperative that they stay engaged and motivated in continuing the mission of Make-A-Wish
Michigan. The Daily Wish is an excellent way to remind these individuals of the mission everyday,
however messaging may be missing on critical components of engagement to keep creative ideas and
support plentiful.

InternalExternal
• National awareness/brand recognition
• Visibility on campus with Millennials
• Regional leader with visibility &
events throughout the state
• Universal mission
• 80+ cents goes to wish granting
• Network of 700+ volunteers
• Proceeds are given 100% towards
wishes of local Michigan Wish Kids
• Accepts in-kind donation of goods
• Corporate partner & sponsorships
• Passionate team members & volunteers
• 4 Star Charity Navigator rating
• Signature events similar other nonprofits
• Lack of awareness of local chapter
• No focus on the Giving Generation
• Lacks diverse volunteers to support
inceasing diversity within community
• Average cost is $8,000 per wish
• Misconception it is for terminally ill
• Perception granting of wishes
is nice and not essential
• Low social media engagement
• Constant funding and volunteer need
• Difficult to connect with those
without personal connection & kids
• Lack of urgency in communications
• Alternative ways of giving
• Michigan large and spread out state
• Still economically depressed area
• Several successful gift giving nonprofits
locally that donate higher percentage
• Local & national attention on current
urgent Flint water crisis
• Millennials have less money to give
• Millennials leaving the state
• No political or government support
• Tax deduction rates & local politics
• Increasing cost of wishes overall
• Rainbow Connection’s vision to be
the Michigan’s premiere wish
granting nonprofit.
• Air travel cost large percentage of cost
• Passionate & philanthropic
target audience
• Millennials revitalizing urban areas
• Large Muslim communities – Third Pillar
of Islam is duty to give to charity
• Willingness of society to donate
funds and time collectively
• Local celebrities in and from Michigan
• Economy shows signs of rebounding
• Jobs in tourism, tech, & the arts returning
• Target audience has entrepreneurial spirit
• want to make an impact
• Prefer employers to give back and willing
to be a part of corporate volunteerism
• Willingness to donate skills
swot analysis
swot diagram
A SWOT analysis is the evaluation of internal strengths and weaknesses, and external
opportunities and threats currently Make-A-Wish Michigan‘s current operations
communications,and relationship with target audience and comparison to competitors.
The SWOT diagram serves to illustrate these points, in an organized fashion to aid in
the identification of priority items to address through an integrated campaign.
strengths weaknesses
opportunities threats
NegativePositive

swot rationale
Strengths As a top 10 preferred charity nationally, the national awareness and recognition
of the parent brand and their universal mission are MAWM’s greatest assets. As four star rated
charity, supporters and volunteers can rest assured that the organization is performing ethically
and transparently as a leader within the nonprofit sector. Signature events throughout the state
maintain this visibility provide access for local communities. With 81 cents of every dollar going
directly towards Michigan wish kid wishes, it’s one of the highest value percentages of both
national and local nonprofits donations that goes directly towards it’s mission.
MAWM is already engaged with Millennials on campus, a window of opportunity in connecting
with this charitable group. They also they offer several different channels of donation and
volunteer, for both corporate, groups, and individuals and of which who’ve participated, are
passionate to continue supporting the mission and build upon large community of volunteers.
Weaknesses Despite the accessibility to signature events across the state, the events
themselves are very similar to other nonprofit events throughout the state and may not have
an engaging draw for new participants. There’s a lack of awareness of the benefits of the local
chapter in allocating funds solely 100% Wish Kids within the Michigan. The organization could
also be missing out on potential funds due to misconceived notion that the organization's
mission is for terminally ill kids and that wishes are not essential. Additionally, social efforts
do not make an effort to connect or engage with Millennials. For those without a personal
connection or kids of their own, Millennials need an appeal that showcases not only impact
on the community, but the urgency of mission, funding, and volunteer need in all communities
throughout the state.
Opportunities In targeting Millennials, MAWM has the opportunity integrate themselves
into systems in which they are already engaged with. Opportunities abound in making personal
connections through diversity and inclusion, community efforts, pairing with employers, and
just by providing new and engaging social events within the community in which to attend. This
target audience wants to give back and make an impact, and is willing to give collectively as
well as donate their precious time and skills in lieu of larger donations. Within the community,
Michigan is rebounding economically, attracting Millennials as well as business. In embracing
these newcomers and connecting with growing diverse communities already thriving, MAWM’s
can reach and engage all of its primary and secondary audiences.
Threats Despite recent shifts, Michigan is still an economically depressed are in comparison
totherestof thenation.AsaresultsomeMillennialsareleavingandforthosewhostay, donations
may be smaller and volunteer time hours more limited. Additionally, much of the state’s focus
currently is on solving the urgent Flint water crisis, which draws attention from similar current
iniatives that support children, health, and community. We all know location is everything and
with Michigan, this means cold weather. This directly strains number of wishes that can be
completed with the current budget given most wishes require substantial airfare and costs
only rising. Locally, a fierce competitor has emerged in Rainbow Connection. It’s increasingly
important for MAWM to differentiate themselves through offerings, communications, and
events as the premiere local community wish nonprofit.

brand audit
brand perception
This is how Make-A-Wish Michigan is currently perceived in the marketplace now.
Nationally, Make-A-Wish Foundation ranks among the top ten of all nonprofit organizations
by Millennials (Buzz Marketing, 2015). However upon further investigation, most Millennials
are unfamiliar with their local chapter and that initiatives fulfill the wishes within their local
community. Upon learning of local chapters, all survey and focus group participants were
quick to extend the national brand equity through the local chapter, building instant trust as a
recognizable and reputable nonprofit in that serves their local community.
With our primary research and Millennial survey responses, 825 has found that the number
one misconception continues to be that Make-A-Wish grants wishes for terminally ill children
(Tascarella, 2000, Romero, 2015). As a result, those not aware of the mission in providing all
eligible children with life-threatening illnesses wishes, see the impact simply as nice gesture
rather than fulfilling universal need of providing strength, hope, and joy that elevates human
experiences to prepare them in better fighting their battle. For those that have seen impact of
a wish first hand express full support of seeing the mission carried through in all actions of the
Make-A-Wish Foundation.
When asked about the communications received by Millennials, although there was awareness
of the brand, none could recollect a time when the brand reached their demographic. As for
nonprofit initiatives they did recall seeing, those included organizations supporting the local
community, the arts, specific illness causes, and the environment. Of these, they found the
universal value in providing for these initiatives as they circled back to the local community
itself and based their donations on their personal connection as well as the urgency of need.
Surveys of current social media and website content felt the Make-A-Wish voice was too family
focused, something most Millennials can not relate to as most aren’t married and don’t have
children of their own.They did appreciate the positive up-beat message of images and content,
but felt that these kids were already taken care of. Messages simply did not convey an urgency
and impact of wishes beyond a gesture of joy.
current millennial perception statement
Millennials feel positive towards Make-A-Wish Michigan and their perceived mission, however
aren’t driven to act as because unaware of urgent,necessary, and universal impact of the correct
mission. Millennials continue to be misguided by the notion that the impact only fulfills a nice
gesture for terminally ill-children, which seems to be served given existing communications.
100% of survey participants do not recall ever seeing a
local Make-A-Wish chapter communication targeting them.
90% of those surveyed innaccurately identify Make-A-Wish
as granting final wishes to terminally ill kids.

brand personality
825 wants Millennials to feel personally connected with Make-A-Wish Michigan.
A brand or organization’s personality describes the way it expresses and represents itself,
through all communications. Through descriptive and expressive language that appeals to
universal philanthropic sentiments that resonate Millennials, Make-A-Wish Michigan can create
a strong brand personality that is more relatable and engaging to their audiences.
825 IMC Consulting recommends the following forward thinking personality traits:
Inclusive
Hope, strength, and joy are sentiments sought by all. This approach aligns mission
with Millennials outlook on life – everyone desires the right to these sentiments.
Honest
Transparency is driving force for choice of engagement. Alerting those of the
urgency of need and the impact that they’ll make directly will influence action.
Empowering
Wish impact is exceptional and awe-inspiring. Empowering Millennials to act,
rather than react to the mission will effect engage them to be a part of the process
Imaginative
Just as a wish is decided up by the imagination of the child, so is involvement in
the cause and impact. Imagine the possibilities with Make-A-Wish Michigan.
brand positioning
In order to appeal to Millennials, Make-A-Wish Michigan must show that it understands them
and stands for common collective goals. Adjusting the brand position slightly to be more
active and relevant to their local communities invites the audience to invision themselves as a
necessary part of wish process.
Current brand positioning:
Make-A-Wish Michigan provides magical experiences
for a positive and life-changing experience.
Proposed Brand Positioning:
Make-A-Wish Michigan changes lives through
magical experiences made possible by you.

audience insights
focus group
On March 16th, 825 IMC Consulting held an hour-long focus group with 10 participants
to identify driving force of philanthropic giving if there wasn't a personal connection to
a nonprofit. Additionally, time was allotted to establish insights into preferred ways of
giving back, as well as establish a baseline perception of Make-A-Wish and their local
chapter initiatives. Participants ranged from 22 to 36 years old and included diverse
ethnic representation (i.e., Hispanic, African American, Asian, and non-Hispanic white
participants). All participants live in suburban and urban centers. A few have different
areas throughout the country, including Michigan, who have come to Dallas for greater
economic and professional opportunities, as well as personal fulfillment.
findings
Communications that are forward thinking, local, and impactful appealed to this group of
Millennials as they want to be a part of the solution and see their impact firsthand.
Engagement through the local community alone is enough to establish a personal connection.
Although most in this group do not have personal ties to Make-A-Wish, Wish Kids and their families,
and families of their own, the aspect of the supporting those within their community regardless of need
resonated with all participants. Local initiatives ensure participants that they will see or hear about the
benefits of their actions within the community itself. Knowing that they were a part of an overall larger
initiative provides satisfaction and fulfillment of efforts, regardless of how much they were able to
contribute financially or through limited time.
Traditional fundraising and events not authentic.
Prefer hands-on and social experiences and ease of modern giving initiatives.
“I’m not the fundraising type” – A sentiment overwhelmingly agreed upon by all participants. This is met
in part being a recipient of such traditional requests and feeling obligated to participate in cause they
didn’t necessarily have a personal connection to. They instead prefer to give what they can, when they
can through crowdfunding donations to the causes they care about. Participants also felt charity balls
and walk-a-thons were a dated way of celebrating nonprofit achievements, and were more receptive to
everyday celebrations, hands on experiences, and smaller social engagements.
Give local and give big.
In terms of locally versus nationally known nonprofits, the group felt they could trust local organization
in serving the philanthropic needs of the community. They want to understand just how funds were
allocated and prefer initiatives where they made a direct impact in being part of the momentum. They
also raised concerns of nationally recognized organizations with which they originally respected and
contributed to, only providing nominal funds to the overall mission of the organization.

Emotional Factors
Millennial Audience
Rational Factors
Make-A-Wish Michigan
• Wish fulfillment bring joy to
wish kids, families, volunteers,
& the community
• 81 cents of each dollar goes
directly to wish granting
• 100% of MAWM funding supports
local Michigan Wish Kids
• National brand awareness
• Michigan’s premiere wish
granting nonprofit
• 5 signature events, countless third
party events
• Multiple ways to donate & volunteer,
both individually & collectively
• Over 8000 wishes granted overall
with estimated 400 annually
• Wants to be a part of something
larger than the individual
• Prefers local initiatives
• Cares how nonprofit funds are
allocated, i.e., transparency, trust
• Wants to be an active participant
• Wants joy/improved quality of life
for others and themselves
• Ease of being able to contribute within
busy social & connected lifestyle
• Seeks genuine and transparent
relationships with brands
• Want to make an impact
• Prefers collaborative initiatives
i.e., not “fundraising type”
individually
ICSS
For Millennials who want to support local initiatives, Make-A-Wish Michigan
is the premiere local nonprofit that seamlessly connects them to everyday
opportunities that fulfill their need to make an impact in something larger
than themselves.
integrated communications
strategy statement
venn diagram & icss
The following diagram illustrates the rational factors of Make-A-Wish Michigan feels as
important to their operations as well as the emotional factors that drive Millennials into
action. Highlighted factors establish common ground between the two, identifying
a strategy statement to be implemented in all further integrated campaign elements
moving forward. This integrated communications strategy statement will serve as the
basis to which all campaign elements are held against moving forward.

icss rationale
Audience Need
The connected nature of Millennials describes not just technology consumption of this savvy generation,
but also their personal drive to connect and share experiences easily with one another and the
environment in which they’re in. By providing local and engaging philanthropic opportunities that
connect Millennials to one another, their communities, and need to make an impact, Make-A-Wish
Michigan will successfully appeal to this market segement.
Make-A-Wish Michigan Fulfillment
As a nationally recognized top-tier, local branch of Make-A-Wish, MAWM provides a supported
network unmatched by smaller wish granting organizations. Through leveraging national recognition,
transparency, and infrastructure a local level, Millennials have an organization they can trust and hold
accountable for continued unparalleled access to in providing the most towards the mission of granting
wishes. In providing 100% support for Michigan Wish Kids and their families, Millennials are guaranteed
their contributions will be felt within their own communities.
Audience Benefit
In providing Michigan Millennials to the multiple opportunities to make a difference with that fit into
their busy lifestyles, Make-A-Wish Michigan allows everyone the opportunity to contribute regardless of
economic and time constraints individually. This collaborative effort builds up the individual,organization,
and community in knowing they are an integral part of something larger than themselves, realizing the
full potential that even a little bit can make a difference. Through Make-A-Wish Michigan their collective
voice and actions can be heard, felt, and appreciated.

Client: Make-A-Wish Michigan Date: 3/18/2016
Type: IMC campaign Pages: 1
Why are we advertising?
To increase donations by $1.25 million and volunteer involvement
by 20% during the 2016 wish granting calendar year
Whom are we talking to?
Busy Millennials, ages 19-35, living in Michigan and in search of
opportunities to connect and makes an impact within their community.
What do they currently think?
I want to make a difference but have difficulty finding the time, money,
or connection to a Make-A-Wish Michigan specifically.
I'm aware of Make-A-Wish nationally, but don’t see the urgency locally.
What would we like them to think?
I think it's easy to make a difference locally with Make-A-Wish Michigan.
What is the single most persuasive idea we can convey?.
I can make a difference within my own community through Make-A-Wish Michigan.
Why should they believe it?
Engaging events and opportunities locally give me everyday opportunities to make a difference.
What is the ICSS to test all creative to?
For busy Millennials who want to support local initiatives, Make-A-Wish Michigan is the
premiere local nonprofit that seamlessly connects them to everyday opportunities that
fulfill their need to make an impact in something larger than themselves.
Are there any creative guidelines?
National Make-A-Wish Foundation Standards (logo, fonts, color, & tone).
Personality: Inclusive, Honest, Empowering, & Imaginative
IMC campaign comprised of traditional, digital, social, and mobile creative.
Potential for non-traditional/guerilla, and technology based initiatives.
All pieces should include a call to action.
creative brief

creative theme
Millennials have expressed the need for greater awareness of the Make-A-Wish mission, local need, and
opportunity to give back to through the local chapter and community in which it serves. Millennials are
ready and poised to make a difference in something larger than themselves. Research and focus group
reports support the notion for everyday opportunities to give back locally with overwhelming support.
This way, Millennials personally see and feel the impact from their participation surrounding them within
their local communities, showcasing return on their investment and philanthropic fulfillment that drives
future participation. To which Make-A-Wish Michigan and 825 are ready and able to provide everyday
opportunities in which Millennials can engage with the organization. By creating not only awareness but
also ease of opportunity to give back are crucial to engaging empowering and this philanthropic group
to act.
825 IMC Consulting presents Local Up 4 Wishes, an integrated communications campaign that uniquely
combines the mission of Make-A-Wish Michigan with the idea that Michigan Millennials and local
businesses can be a driving force in supporting the mission through their community. The ubiquitously
appealingtrendof givingbacklocally,combinedwiththerallyingforceof crowd-funding,localbusinesses
& Millennial engagement and empowerment of the community will have a direct positive impact for
Make-A-Wish Michigan wish kids, their families, volunteers, those donating, and the community at large.
Whether participants chose to donate spare change or miles, participate in local and group events,
or give time and energy as a volunteer, they’re sharing in the hope, joy and strength of Make-A-Wish
Michigan by giving back locally. Local Up 4 Wishes will compel Millennials to realize how easy it is to
support a top-tier nonprofit that provides for those with life-threatening illness within their community.
With Make-A-Wish Michigan, they'll realize how easy it is to gain fulfillment as part of the Make-A-Wish
Michigan community.
communications plan

campaign goal
From July 2016 to June 2017, Local Up 4 Wishes is expected to exceed $1.25 million
in donations and increase the number of volunteers by 20 percent. Additionally, Local
Up 4 Wishes will retain existing corporate sponsors while acquiring 60 additional new
corporate parnters who will provide an additional $600,000 in funds through new
sponsorship initiatives.
campaign objectives
To accomplish the overall campaign goal, 825 IMC Consulting has established several specific,
measurable, achievable, realistic, and timely integrated communication objectives. These objectives
break down the goals and will serve as the business direction outlining the course of the remaining
communication plan set forth. Although challenging, they are supported by strategies and tactics on the
subsequent pages that illustrate just how 825 and Make-A-Wish Michigan will achieve the overall goals
and deliverables.
Local Up 4 Wishes - Internal
• Achieve 90 percent awareness and 75% participation within campaign across internal
Make-A-Wish Michigan constituents during first four months of the overall campaign.
•Secure50localbusinessestoparticipateinLocalUp4Wisheswebapplication,priortolaunch.
• Secure 2,000 new sign-ups for the individual component of the Local Up 4 Wishes web
application during first month, prior to launch August 1.
Local Up 4 Wishes - External
• Increase awareness by Millennials 50% of the Make- A-Wish Michigan Local Up 4 Wishes
campaign within 3 months, with at least 10% participation donating at least $1 in roundups
throughout the campaign.
• Achieve at least 25 news, technology, and business journal pickups over the course of the
next year.
• Achieve $150K in round up donations through Local Up 4 Wishes web application during
first three months and primary push of the campaign.
• Achieve $300K in sponsorships by big local businesses headquartered throughout
Michigan during and after the initial three month web application launch.
WAM
• Increase millennial participation by 400 for the upcoming Make-A-Wish Michigan
Wish-A-Mile (WAM) Bicycle Tour leading up to the event.
• Attract 20 new sponsors within communities in which the WAM event tours through.
Wishes in Flight
• Raise 3 million miles in 2016-2017 calendar year through summer travel season push
(1.5 million), semi-annual tax season pushes (half a million), and after quarterly events
(half a million).

campaign objectives continued
Local Up Street Bazaar
• Introduce Local Up Street Bazaar, a replicable Detroit event that will gain $100,000 net
donations during its one day run.
• Secure a total of 90 local businesses, food vendors, and artists, by event date, November 5th
• Secure 6 corporate sponsorships for the event.
Walk for Wishes - Detroit
• Increase registration donations funds $45K by event, and overall donations 16%.
• Attain 24 new corporate sponsors through co-sponsorship initiative for the event.
Volunteers
• Gain 25 new volunteers within first 4 months of the campaign organically.
• Gain 55 new volunteers through new events and corporate sponsors organically.
• Gain 60 new volunteers through direct appeals within one year.
campaign strategies
To achieve these objectives, the following integrated strategies will serve as the approach in which 825
and Make-A-Wish Michigan will connect with the our target audiences respectively.
• Empower internal constituents,volunteers,
corporate sponsors, and Millennials to
be an active voice in creating awareness
of opportunities to donate through Local
UP 4 Wishes.
• Leverage social media, digital initiatives,
new and existing events, and team
opportunities that Millennials are already
engaging with to gain additional funds
and support.
• Introduce an easy to use round up web
platform to secure crowd-sourced donation
funds from individuals through purchases
made at participating local businesses.
• Utilize local business participation to
generate support, greater visibility and
opportunity to round up purchases by
serving donations centers for rounding up
funds and in-kind goods
• Incentivize greater donations through
social challenges organically.
• Leverage technology advancements
and community support of local business
economy growth to spur larger corporate
sponsorships and matching opportunities.
• Partner with LA Fitness to prepare riders
for WAM event
• Introduce a relay event for teams of four
to be held in conjunction with WAM50.
• Create numerous lesser monetary
sponsorandco-sponsorshipopportunities
to appeal to a greater number of growing
local businesses.
• Engage multicultural Millennial support
through empowerment and appealing
to personal fulfillment and opportunity
growth, intrinsic to this demographic.

campaign tactics
The following campaign tactics and touch-points are executed through the
aforementioned strategies to achieve the objectives proposed by this integrated
marketing communications plan. Each touch-point promotes the overall campaign of
Local Up 4 Wishes, either directly or indirectly tying together new and existing Make-
A-Wish Michigan initiatives. Each tactic includes a rationale, budget allocation and
overall evaluation.
technology investments
Four technology based investments will be required prior to launching any initiatives.These subscriptions
and services are imperative to overall campaign success in securing funds and sponsorships, while also
serving as communication platforms. They include:
benchmark $5,400
Benchmark is an email marketing subscription
service. It will be used for all email communications.
At times, lists will be purchased to grow the overall
Make-A-Wish Michigan database. Emails will serve
as primary direct communications for engaging,
informing, and re-activating database constituents.
Benchmark allows Make-A-Wish Michigan to
segment the database various ways including by
demographic make-up and engagement history.
The annual subscription rate is $5,400 ($449.95
monthly). The built-in software and analytics
dashboard will allow Make-a-Wish Michigan to
retrieve metrics such as click through rate, open
emailrates,andsubjectlinetesting,emailingdirectly
up to 100,000 subscribers, and allowing up to 1.4
million emails to be sent per month.
newswire $5,389
Several press releases will be utilized to gain
unprecedented coverage Make-A-Wish Michigan's
Local Up 4 Wishes campaign and events. To
accommodate these releases, it is recommended to
use a Newswire for all releases. Newswire supports
15 premium press releases, distribution to 50+
news and media outlets, detailed PDF reporting,
dashboard summary services, Benchmark email list
integration,integrated Google Analytics dashboard,
and full access to 430K media database contacts
(Newswire, 2016). The cost is $5,389 annually,
$499.99 monthly plus 10% discount for annual
subscription.
web platform $43,000
A major component and tactic to this campaign is
the Local Up 4 Wishes web platform. Individuals
and local businesses will utilize this platform
to seamlessly donate remaining change from
purchases rounded up to the nearest dollar to
Make-A-Wish Michigan. Although an app was
originally explored, the cost and device based
legal specifications requiring all donations be
transfered through a web browser led 825 to
consult Fusionary, a digital studio in Grand
Rapids, for the logistics this donation platform.
The platform will have three components, the
Individual, Business, and Administrator (Make-A-
Wish Michigan) log-in. The responsive design will
work across all mobile and desktop devices for
ease of use by the target audience. The average
billing for a secure web portal of this scale is
$28,000 according to Fusionary,and for additional
$15,000, will include user generated reporting
capability on the back end for administrator use
of user analytics and metrics.
video production $7,000
Make-A-Wish Michigan will utilize existing video
production vendors for ongoing editing and
re-mastering of user generated videos for
distribution on social channels as :15 and :30
second advertising buys.

Local Up 4 Wishes - Internal Kickoff
an office event kickoff will be held to announce, inform, and empower internal constituents the first
week of July. Celebratory in nature, this kickoff event will utilize Skype to connect the two Make-A-Wish
Michigan offices for the official details of the new round up web platform and information on how to access
and share digital kit contents, and how to approach potential local business participants. The event will
conclude with provided snacks and video booth to record how they've personally been a part of Make-A-
Wish Michigan and elevating community locally through its mission.
ongoing communications are necessary to keep internal constituents continually engaged
throughout the campaign. Communications will empower them to participate with the Local Up 4
Wishes campaign.
performance
825 expects to gain $10,000 organically through unsolicited donations from shared content on
social media. Additionally, 25 volunteers are expected as a result from shared content by constituents
throughout the course of the next year from video appeals. The digital kit will be downloaded 1000
times, and secure at least 50 local businesses to participate in roundup component. Existing sponsor
Meijer will pledged to be a match sponsor up to $25,000 for round ups at its locations.
Investment:$4,000
Donations: $10,000
Volunteers: 25
catering $2,000 ($1,000 each office)
Provided snacks will help assist annual kickoff
office event more fun and enjoyable. All treats
will be sourced from small local businesses,
emphasizing how this campaign will be directed
and to prepare constituents for the mindset of
a Millennials, our primary target audience. This
also showcases how good it feels to support local
businesses, a driver to this campaign.
video booth $2,000 ($1,000 each office)
Encourage each employee to take 5 minutes and
record what they've gained from being a part
of Make-A-Wish Michigan and what it means to
support local community through its mission.
Content is to be shared within internal emails
(see below) social media, and edited for video
marketing appeals.
digital kit no cost
Digital creative will be available to download and
share on social media sites and email appeals
to local businesses and artists. The kit serves to
increase engagement between internal constituents
and their networks, empowering them to be a
local ambassador for Make-A-Wish Michigan and
Local Up 4 Wishes campaign in securing organic
donations, volunteer sign-ups business and artist
leads for future campaign initiatives. Kit will be
available in English, Spanish, and Arabic.
Local Up 4 Wishes email includedinBENCHMARK
Campaign announcement email will be sent to all
volunteersinthesystem.Itwillincludelinktorecorded
information from the kickoff event showcasing what
the campaign is and how recipients can promote it
starting today with the Digital Kit. Will be sent to all
volunteers in the database.
Local Up 4 (insert month)
monthly newsletter included in BENCHMARK
Serves as an internal announcement for campaign
successeswithmetricstodate,mostsharedpostsand
new volunteer video highlights. Newsletter will drive
further throughout the campaign and corresponding
quarterly events.
weekly facebook post no cost
Highlighting volunteer videos from video booths
and social submissions, weekly post will also
announcecampaignsuccessesandnewparticipating
local businesses for round up purchases and in-kind
donation centers.

Local Up 4 Wishes continued
evaluation
All social media platforms will be evaluated through Social Sprout and Meltwater Buzz subscriptions.
Each include a user-friendly dashboard for Make-A-Wish Michigan that clearly identify click through
rates of posted content, engagement in terms of likes and additional shares. Content will be adjusted
accordingly to maintain increased aenagement and follwers to Make-A-Wish Michigan social sites.
Benchmark will provide analytics of click through, read through rate, and shares from newsletter and
email appeals.
Make-A-Wish Michigan's currentdonation portal,Kintera,will provide any redirects from these organically
posted sites and be tied to donations made in conjunction with them.
The web application will be built with internal tracking tools including time spent on the page, login
activity, and reports of signup and donations. Email addresses will b added to the database as an opt
in componet of the sign-up. Although the web application be promoted externally beginning August
1, any initial individual or local business sign-ups through July will directly reflect organic sharing by
participants internally.
Sign-ups for local businesses will contain field including contact name of internal constituent who
informed them of the Make-A-Wish Michigan Local Up 4 Wishes to track individual particpation,
outreach, and referals.
creative
samples of shared digital kit components
includes suggested copy, hashtags, links, and graphics

Local Up 4 Wishes- external kickoff
After the web application platform is fully built, tested, and implemented fully August first launch, for it
will be promoted to the public for local use. The campaign itself focuses on rounding up change from
everyday purchases at local businesses that will be in turn donated to Make-A-Wish Michigan. Due to
the technology advancements from the platform itself and support of local businesses economy, Make-
A-Wish Michigan has the opportunity to secure several large corporate sponsors headquartered in
Michigan for it's continued use and visibility on the main page itself. In the past, Make-A-Wish Michigan
has not been able to apply for grants and sponsorships from these businesses as they clearly outline they
will only support nonprofit causes that invest in the local economy and community. With this platform
and campaign however, Make-A-Wish Michigan has opened the door for their generous support in
elevating the local community and economy while supporting the Make-A-Wish Michigan mission.
Technology and automotive sponsors will be secured. Additionally, current sponsor Meijer has agreed
to match campaign donations from its local Michigan stores up to $25,000.
LocalUp4Wishes.com
web app platform included in technology fees
Responsive web platform for use on mobile and
desktop devices, Local Up 4 Wishes site allows
individuals to directly tie remaining change
from debit card and credit card purchases to be
rounded up to the nearest dollar to be donated
to Make-A-Wish Michigan. Users simply tie a bank
account or credit card to their secure account and
monitor how their small change adds up to make
a big difference in that of the local Make-A-Wish
Michigan community. User also has the ability to
set limits on change being rounded up.
For businesses, they will weekly input rounded up
totals and transfer donations digitally through the
secure platform. Businesses will also be given to
opportunity to match donations at any point.
The websites main page will show login for
individuals and businesses, as well as showcases
participating locations offering the round up
service and in-kind Wishing Well donation sites.
Site visitors can input their city or zip to find a list
of nearest local participants.
email invite included in BENCHMARK
All current and former corporate sponsors
of Make-A-Wish Michigan will receive email
informing them of campaign, portal, and vendor
opportunity. The email will also ask retail locations
to create sponsored list of in-kind items available
for purchase in-store in addition to accepting
items currently on the Make-A-Wish Michigan in-
kind donation list.
press releases included in BENCHMARK
Imperative to this launch, press releases will be
issued before, during and after initial three month
campaign. These will serve to increase awareness
of the platform and gain valuable media coverage
of vendors participating to gain visibility amongst
potential larger sponsors. One large sponsorship
will be available to match overall contributions
up to $200,000K with four additional local
community business technology sponsors who
will sponsor the platform itself in exchange for
premium display on future print kits and the web
platform itself.
email invite included in BENCHMARK, $1000 list purchase
A contact list of independent local businesses
will be purchased and subsequently emailed to
participateasaLocal #WishRoundUplocation.The
email will redirect users to the LocalUp4Wishes.
com site where they can register their business as
an official location in exchange for listing on the
websiteanddonationsof roundedupchangefrom
purchases. In the website platform, participating
vendors will also be asked to become a Wishing
Well donation center for in-kind goods.
facebook boosted post $10,000
Since Millennials trust socially shared posts, a
series of organic posts will be made from Make-A-
Wish Michigan Facebook page that will generate
awareness of the campaign and feature and newly
added participating local businesses. All posts will
utilize the hashtag #LocalUp4Wishes.Posts will then
be boosted to geo-target Millennials throughout
Michigan to generate awareness of the program
and connect users to web platform where they can
sign-up or find participating location near them.

Local Up 4 Wishes continued
performance
825 expects to gain upwards of $200,000 from this application alone. This is taking into account the
average that it only takes four roundups to achieve $1, which would only require 10% of our target
audience's participation to achieve. Since Millennial consumer preferences already include supporting
local businesses, this method will attract their philanthropic dollars and cents through ease of use.
$50K is expected to come from individual sign-ups, with the additional $150K from in-store round
ups, including 825 also expects to earn at least 20 news stories, ranging from local news affiliates to
technology, nonprofit, and local business journal coverage. From this coverage, they'll leverage reaching
out to larger corporate sponsors for matching sponsorships as a premiere platform sponsor.
Investment: $41,000
Donations: $250,000 $200K in round ups, $50K in-kind
Sponsors: 17
Sponsorship Funds: $412,750
1 $200K Match for 3 month program, 4 $25K Web App Sponsors, Meijer Match $25K, Lamar $7,550,
and $75K from 10 local match participants
evaluation
The web application will be built with internal tracking tools including time spent on the page,
navigation, login activity, and reports on donations as well as users who've signed up for donations and
or future communications. All registered users required to create a profile and asked to complete short
demographic survey and "how did you hear about this campaign" section.
Meltwater Buzz, the free version of Mention, and Google Alerts/Trends will be closely monitored for
up-to-date news and earned coverage locally, statewide, and nationally. This coverage will be in turn
leveraged to gain large sponsorships for the platform itself.
AllsocialmediaplatformswillbeevaluatedthroughSocialSproutandtheuseofhashtag#LocalUp4Wishes.
Benchmark will provide analytics of click through, read through times, and shares from email invites.
print kit $10,000
Each participating local business will receive a
promotional print kit including window cling
as a participating vendors, register signage,
and cards for distribution. All items will include
hashtag #LocalUp4Wishes so users can promote
how they're giving back and include the hashtag
themselves. Kits will be made available in English,
Spanish,andArabic to accommodate multicultural
business landscape of Michigan.
outdoor - digital $15,000
A digital rotator campaign will be implemented
to increase awareness all across Michigan. The
messagewilldrivesviewerstomakeabigdifference
with small change for Local Up 4 Wishes. Outdoor
vendor Lamar, has agreed to add two additional
locations as a sponsor of the campaign.
pandora ads $5,000
Pandora is the top digital streaming provider
for Millennials in Michigan (Scarborough, 2016).
Audio ads with corresponding graphic will create
awareness and ask users click to find their nearest
participating retailer.

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