See how we helped Make-A-Wish sell its first ever seven-figure presenting sponsorship deal...and make thousands more wishes come true.
The Make-A-Wish Foundation — which helps enrich the lives of children with life-threatening medical conditions through its wish-granting work — was looking for opportunities to increase revenue through sponsorship and turned to IEG for help.
We transitioned Make-A-Wish away from a reactive, case-by-case sponsorship approach to a proactive strategy to maximize partner commitments. We accomplished this through a highly compelling packaging strategy that included pre-determined benefits and agreed-upon values for each level of partnership, and the internal commitment from Make-A-Wish to make the new packages work.
In addition to developing a tiered program structure and establishing minimum guarantees from corporate partners, IEG provided counsel to Make-A-Wish on specific areas of concern, including:
- Valuing in-kind, non-cash donations and applying those values to the company’s total commitment;
- Capturing and monetizing the intangible goodwill generated by the Foundation’s good works;
- Updating corporate relationship policy guidelines to share with chapters and sponsors.
Within eighteen months, all of Make-A-Wish’s existing partners had renewed within the new tiered structure, with many making larger commitments than before, leading to a double-digit increase in sponsorship revenue.
In addition, Make-A-Wish continues to utilize IEG’s tools and recommendations as its assets and programs grow. For example, using IEG’s packaging and pricing guidelines, the cause was able to develop a sales strategy for a new signature campaign and signed a first-time seven-figure presenting sponsorship with a new partner.