2017-2020 Global Strategy

Purpose

The purpose of Make-A-Wish International is to grow wishes across the world through growing the capacity of existing affiliates and strategically growing new territories. To grow both, there needs to be an emphasis on building strategic capacity at all levels of the enterprise. We need to do fewer things better. We will build a rationale and prioritize what we will do to meet the needs of the global enterprise.

The Strategic Process

Strategic competitiveness can be attained only when the optimal structure is congruent with the formulated strategy. As such, our strategy’s potential to create value is reached only when we configure in ways that allow the strategy to be implemented effectively. Thus, as we evolve and change strategies, new structural arrangements will be required.

Our Strategic Process:

Goal – a goal is a primary outcome. Where we want to be over a period of time
Strategy – a strategy is an approach you take to achieve a goal
Objectives – an objective is a measurable step you take to achieve a strategy
Initiatives – initiatives are tactical moves you use in pursuing an objective associated with a strategy

From Merriam-Webster:

“Simple definition of strategy: a careful plan or method for achieving a goal usually over a long period: the skill of making or carrying out plans to achieve a goal.”

Our Vision

“To grant the wish of every eligible child.”

Our Goal

20,000 wishes by 2020.

We have four, clear strategic pillars with seven, high-level objectives. Each objective will have multiple initiatives that will be pursued each fiscal year, sometimes crossing over fiscal year calendars. Initiatives will have owners, timelines, milestones and measures (KPI).

Strategic Pillars

Work together on accelerated, sustainable growth of resources and revenue for the enterprise. Recognize that we are a superior brand (or have the potential to be in many countries) and must maintain a tight focus on our biggest collective fundraising opportunities. International must adopt a resource development philosophy and help train and build sustainable growth for all affiliates. Resources will come from increasing our brand presence, and our brand needs to show impact, relevance and need while being consistent and bold. Our goal is the be the Global Benchmark Children’s Charity.

Increase the number of wishes, with consistent quality and execution across the enterprise. Focus on a strategy moving us towards an organization concerned with outcomes (changing lives) rather than just interventions (wishes). Move us from ‘nice to have’ to ‘must have’ and supports our new brand positioning more effectively. Recognize we are the leader in granting life-changing, true wishes and our largest growth will need to come from underperforming and emerging markets, while maintaining the quality of our current operations.

Talent – board, staff and volunteers – that are innovative, collaborative, high-performing, and can achieve goals while being accountable. If we are to become a Global Benchmark Children’s Charity, we need to assemble a ‘Global Benchmark Pool of Talent’ that exists across Make-A-Wish International and affiliates. Retention of top talent is a must. Training is essential. Recognize that we are unified, yet diverse, and leverage all human resources to achieve our plan.

Phase 1, 2 and 3 affiliates must grow and move higher up the scale. It all starts with talent. Talent at all levels, fully engaged in building a strategy within their territories and a strong focus locally on the Strategy Pillars.

Operational capacity that is scalable, consistent and easily implemented by both our mature and startup affiliates. Innovation and technology to support the strategic pillars and to increase the impact and potency of the organizational vision. All members of Make-A-Wish are connected with the right business intelligence and technology tools anywhere, anytime, to any device.

Objectives

Objective 1

Need and Impact

Need and impact are important to the two biggest parts of our core business – raising money and granting wishes. We need independent, scientifically-driven research on wish impact so that our donors, volunteers and wish families, would know and understand that wishes transform lives.

Objective 2

Medical Outreach and Eligibility

Focus on medical outreach and medical eligibility to reach more children with a more streamlined eligibility process. Implementation of the Wish Journey and further development of the five stages of the Wish Journey.

Objective 3

Global Brand Strategy

Implement a global brand strategy which represents the energy and diversity of all our stakeholders - focusing on the uniqueness of the Wish Journey, and conveying the life-changing impact of a wish-come- true. Identify the brand values (integrity, child-focus, impact, courage, unity) which will give us a holistic view on how we represent and talk about our brand. By developing the Brand Champions in various affiliates, we will be able to identify commonalities, challenges and provide problem-solving tactics to bridge the gap between concepts and implementation.

Objective 4

Global Digital Strategy

Create a stronger digital presence for Make-A-Wish globally, through development of centralized content that is created through partnerships with affiliates and Make-A-Wish America. Develop smart, digital strategies to more effectively raise money online and to establish a robust social media footprint around the world therefore enabling our influencers to amplify our core messages and new donors to unite behind our mission.

Objective 5

Fundraising

Increase fundraising for all by dedicating regionally-based resources to develop high-impact corporate partnerships in Europe, Asia-Pacific and the Americas. The focus will be on securing multi-year six and seven figure partnerships with companies who are seeking mutually-beneficial relationships and are invested in our mission.

Objective 6

Management and Leadership Training

Management and leadership training so that we recruit, retain and upgrade our talent pool across the enterprise (internal and external training), includes volunteer management training.

Objective 7

Business Intelligence

Business intelligence that is consistent, easily trained and provides unifying benchmarks for growth--Salesforce is an integrated platform solution that provides finance, wish granting, and fundraising as the main components. It also provides a marketing/communication tool, an intranet and repository of knowledge and training systems on one global integrated platform. Salesforce (the Make-A-Wish Cloud) will be supported by IT staff and with a help desk and training staff to implement effectively.

FY19 Initiatives Dashboard

FY19 Dashboard

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We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.

For questions, please contact strategy@worldwish.org

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Updated January 2018

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