Make-A-Wish
Southern Florida
I was a Brand Advancement Coordinator at Make-A-Wish Southern Florida for about 2 and a half years. I enjoyed playing a part in literally making wishes come true and building a strong brand that advanced the mission to brighten the lives of children with critical illnesses. During my time with Make-A-Wish, I created content for multiple campaigns, special events, fundraisers, and wishes.
I captured photo and video content myself, as well as created graphic design collateral for all of these occasions. I also wrote copy for our annual report, direct mail campaigns, and multiple e-mail blasts. Writing press releases, fact sheets, and articles for our website and local news stations was also a great experience that helped our South Florida chapter be recognized as the #2 strongest branch of the entire global nonprofit organization. My favorite part of this job, however, was managing their social media accounts. I grew their Instagram account from 11 followers to 5,000+ and grew our Facebook following by 30,000+ people.
Because of the good-hearted nature of the content I had the honor of creating, the virtual community I helped foster ran deep! The follower count wasn’t a vanity metric for us… those numbers translated to real people who resulted in passionate volunteers, generous donors, and new Wish families to serve. I built strong relationships with our community, and this directly translated to positive business results.
Walk for Wishes Facebook Event Page and Promo Collateral
o Whenever Make-A-Wish Southern Florida hosted an event, I was responsible for making event pages. This encouraged people to get involved, invite their friends and create buzz around the organization’s fundraisers, wish events, volunteer/donor appreciation celebrations and more. Below is an example of an event page I created for the organization’s 5K Walk/Run.
o Link to event page: https://www.facebook.com/events/166139314292576/
Most Viral Post: Zoey’s Wish to Have a Puppy
Zoey’s wish is forever imprinted on my heart. This was the organization’s first post to go viral (350,000+ likes, 9,000+ comments and over 4 million views). I had the honor of recording this video, posting it across all of our social media channels, interviewing Zoey and her family, writing up her story and then sharing it with the world.
Link to post: https://www.facebook.com/makeawishsfla/videos/10159767443045434/
Azriel’s Wish to Have a Backyard Football Field
This post was the beginning of a strategy I implemented in order to increase overall social media engagement. I began livestreaming wishes in real time, which would notify our social media followers. This led to increased social media comments, likes and shares… but more importantly, we saw a significant increase in donations and volunteer applications after each Facebook livestream ended.
Link to post: https://fb.watch/asN85ted3L/
Madison’s Wish to Have a Horse
Madison’s wish to have a horse was a milestone in our organization. It was the 11,000th wish that the Southern Florida chapter granted, so I helped interview the wish child/family, record the interview, edit the finalized video and post it to social media. This video was shared across the organization’s Facebook, Instagram and Twitter accounts.
Link to post: https://www.facebook.com/makeawishsfla/videos/10159767443045434/
Samantha’s Wish to Meet the Cast of Grey’s Anatomy
As mentioned above, I dabbled in graphic design and creating visual content for our social media posts. This is an example of a Facebook cover photo I designed for the organization’s profile, using a quote and photo from Samantha’s awesome wish.
Link to post: https://www.facebook.com/makeawishsfla/photos/a.10151423927505434/10161085056740434
Nicole’s Wish to be an Ice Skater
For Nicole’s wish to be an ice skater, we partnered with the Florida Panthers hockey team and many local vendors. In all social posts for this wish, we used the hashtag #NicoleOnIce to create buzz and maintain consistency across social platforms. This was a very successful wish campaign and led to increased awareness of Make-A-Wish’s mission in the southern Florida region, as well as connected hundreds of new constituents to the organization.
Link to post: https://www.facebook.com/makeawishsfla/videos/731422960631613
