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Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform and social media presence is a differentiating factor among many other nonprofits and for-profit businesses alike. The purpose of this study is to research Make-A-Wish America’s brand management and marketing strategies as a nonprofit, including secondary research on the brand itself, analyze all environmental factors that affect its marketing strategy, assess their market segmentation, targeting, and positioning, and evaluate their integrated marketing communications strategy. Additionally, I conducted interviews with Make-A-Wish America professionals working within the brand management department at the national office. The individuals were interviewed with various marketing backgrounds within the brand department to gain a deeper insight into their individual experiences and assessments of Make-A-Wish America’s brand management and marketing strategy. My specific thesis goals include utilizing my marketing recommendations to grow Make-A-Wish America’s profits, specifically in actions to increase fundraising. Also, my thesis goal is to find recommendations to outperform competition in gaining supporters and donors as well as, more recently, analyzing the effects of the COVID-19 pandemic and making recommendations on how they can grow despite this economic tragedy. The results suggest that there are common themes amongst my secondary research and primary research, resulting in marketing recommendations that Make-A-Wish America can utilize to better market to donors and supporters in the future, giving them competitive advantage over other nonprofits and combatting the effects of COVID-19. Recommendations for Make-A-Wish America include investing in their own research and development in terms of customer relationship management tools, online fundraising campaigns, and technology to better inform donors of their mission, vision, and values, diversifying their donor profile and targeted communities, and taking advantage of their point of parity within their social media online platform.
Author's gift inscription, "To D McNaught, Esq., With best wishes of W. Stewart Ross 7th May, 1903."
This edition includes an author's gift inscription, "To Mr. M. B. Sanford with the sincere regards of Arthur H. Nason Nov 11, 1916".
Now I wasn’t the first one to discover the canyon, but I remember a time when I was in the fourth grade. When I stepped out of a bus that I had been in for close to four hours and took forty footsteps to end up at a small brick wall that came close to calf-height which was meant to keep me safe. I don’t know why it didn’t hit me until this point, because I had seen pictures of its grandeur and “experienced” the so called “majesty” of the Grand Canyon through the medium of the National Geographic and tasted of the beauty of one of the natural wonders of the world through the photographs of others before, but standing face to face with a five-thousand-foot cliff humbled me and brought a fear in to me that I can’t describe. Especially when a friend of mine had violently jerked me while I was close to the edge. I remember hearing fear in my father’s voice as I got a little too close to the edge for his comfort. He wanted me to be safe, but I wanted to look this canyon in the eye.
I find it really interesting though, that both my father and I feared ME getting close to the edge. I guess it’s because we both didn’t fully trust my young and feeble knees to keep me stable while I was that close to a fall that would’ve meant sure death for me. Or maybe it was because a couple of months before this, he had seen on the news that some kid was playing too close to the edge and had fallen to his death. Or maybe, it was because, for the first time, death was actually close enough to grasp something he profoundly loved. Either way, I won’t ever forget the loving strain in his voice as he sternly said “Grant! Step a little bit further back from the edge Son.”
It’s really a shame that no one knew. Or at least that no one said anything if they did know. Especially because this New canyon I stood looking face to face with was thousands of feet deeper than the one I had been close to the edge of ten years before, and had the authority to not just kill me once, but twice, if I fell.