Pillar 2: need
Pillar 2: need
Embedded Files
We have an ambitious vision – to grant the wish of every eligible child – and we have a long way to go in achieving it.
We have an ambitious vision – to grant the wish of every eligible child – and we have a long way to go in achieving it.
Each wish requires an incredible amount of brainpower, creativity, time and generosity.
So, our need is great in two key ways. First, we need resources to provide each wish. Second, there is a tremendous gap between the number of wishes we’re granting today and the number of wishes we need to grant in the future to achieve our vision.
Here is how our brand conveys NEED:
Here is how our brand conveys NEED:
CONCEPT
CONCEPT
Critical illness steals childhood from a child.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Shows the problem we are trying to solve.
Expresses the emotional need of the wish child.
Appeals to the audiences' emotions.
CONCEPT
CONCEPT
We cannot stop until we reach every eligible child. We need your help today.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Demonstrates the urgency of the need for support (e.g. donations, volunteers, referrals, etc.)
Shows the gap between the children we reach today and the potential reach we can have with more support.
Shows that granting wishes only occurs with the help of others
CONCEPT
CONCEPT
Children with critical illnesses need your help, today.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Demonstrates the urgency of the need for support (e.g. donations, volunteers, referrals, etc.)
Shows that granting wishes only occurs with the help of others
Shows the unique value of Make-A-Wish in its ability to immediately put funds into action
CONCEPT
CONCEPT
Every hour of every day, XX children are diagnosed with a critical illness. Every one of these children needs a wish to give them strength and help them heal.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Makes the need quantifiable – and shows how the need is growing
Provides a number that can be easily adapted to fit specific needs by using local data
By keeping the number small, it is easier for the audience to connect with and visualize the challenge
CONCEPT
CONCEPT
Only XX of the children in our community who are diagnosed with a critical illness get to experience a wish. Too many children are not getting everything they need to help them fight their illnesses.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Shows the gap between the number of children who need wishes and the number who receive them
Expresses the need and urgency of our mission to those who have the power to help
CONCEPT
CONCEPT
Your gift of time and money is crucial for children battling critical illnesses.
WHY IT'S IMPORTANT
WHY IT'S IMPORTANT
Shows how consumers can directly impact the lives of children Illustrates that contributions play a key role in helping children battle their illnesses
Reinforces the value that donors and volunteers play in helping children
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