Return to mobile version

Make-A-Wish Foundation® Selects Waggener Edstrom Worldwide In Move To Transform National Online Presence


December 13, 2011


Phoenix, AZ

New Digital Approach Focusing On 360-Degree Storytelling And Social Connecting As Gateways To Supporter Engagement

PHOENIX -  (December 13, 2011) - Following a competitive RFP, the Make-A-Wish-Foundation, one of the world’s leading children’s charity organizations, selected multiservice communications agency Waggener Edstrom Worldwide (WE) to redesign its national website,, and 62 chapter sites across the nation. The redesigned websites will give voice to the many individuals impacted by Make-A-Wish Foundation through digital stories. In addition, the new websites will look to connect people in the broad Make-A-Wish® community, whether they are those looking for a wish to be granted, those sharing their individual stories, volunteers, sponsors or members of the public.

“The Make-A-Wish Foundation has granted more than 280,000 wishes around the world and changed millions of lives and our websites need to evolve from promotional silos to content and community hubs that work seamlessly within the social environment to inspire, engage, and activate those who can play a role in granting more wishes to kids with life-threatening medical conditions,” said Petri Darby, Make-A-Wish Foundation director of marketing, communications and digital strategy. “Waggener Edstrom demonstrated a keen understanding of our brand interests, strategic and tactical insight, and the creative digital expertise needed to bring more people into the wish experiences that make life better for wish kids, strengthened families, and brought communities closer.”

WE is designing a consistent user experience, from the national site to chapter sites, with tasked with helping elevate the brand’s positioning from “so nice to so necessary,” showcasing the best user-generated and organizational content from across the country, and driving donations and wish referrals. The chapter websites will reflect the grassroots mission delivery, generate first-person wish accounts, and recruit volunteers and other supporters. With mobile traffic now constituting upwards of 10 percent of Make-A-Wish site traffic, WE is designing all of the websites from a platform-inclusive approach to accommodate desktop computers, tablets or mobile phones.

“We are proud to partner with the Make-A-Wish Foundation, an organization that creates life-changing impact on entire communities by enriching the lives of children with life-threatening medical conditions. Our two organizations share common values and a passion for driving change,” said Jennifer Houston, WE Studio D® president. “We are honored to help give voice to the inspiring stories the Foundation makes possible.”

More information on Make-A-Wish Foundation can be found at

For information on WE Studio D, please visit and for information on WE, visit

About the Make-A-Wish Foundation

The Make-A-Wish Foundation grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. Based in Phoenix, the Foundation is one of the world’s leading children’s charities, serving children in every community in the United States, its territories, and in 47 countries on five continents. With the help of generous donors and more than 30,000 volunteers worldwide, the Make-A-Wish Foundation grants a wish somewhere around the world every 23 minutes. It has granted more than 280,000 wishes since its inception in 1980. Visit the Make-A-Wish Foundation at and discover how you can share the power of a wish® .

About Waggener Edstrom Worldwide

Waggener Edstrom Worldwide (WE) is a global, integrated communications agency. For more than 25 years, the independently owned firm has developed strategic communications programs for innovative and world-changing clients, working to influence markets, inspire people and improve lives. WE was named Communications Agency of the Year at the Bulldog Stars of PR Awards 2011, where the agency also received gold level awards for Technology Agency of the Year, Large Agency of the Year and Digital Agency of the Year. In 2010, The Holmes Report named WE the Technology Agency of the Decade, and PRWeek US included WE in its Editor’s Choice: Who to Watch list and presented its PR Innovation of the Year award to WE for its twendzTM application. The agency has more than 800 employees in 16 offices around the world, and its Global Alliance partners expand the agency’s reach to more than 80 additional international markets. WE has seven global practices: Analyst Relations, Consumer, Corporate, Healthcare, Public Affairs, Technology and WE Social Innovation, along with its WE Studio D® digital strategies group. To learn more, visit

The Waggener Edstrom® mark, the Innovation Communications® mark, the twendz™ mark, the WE Studio D® mark and other marks used herein are registered or unregistered trademarks of Waggener Edstrom Worldwide Inc. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the registered or unregistered trademarks of their respective owners. Unauthorized use is strictly prohibited.


Kirsten Forsberg, Waggener Edstrom Worldwide, (503) 443-7102, xsbeforet@jnttrarerqfgebz.pbz

Press Contact

Josh deBerge
Director, National Communications
4742 N. 24th St. Suite 400
Phoenix, AZ  85016

Phone : (602) 792-3185
Fax : (602) 279-0855

As his mother, it was very meaningful to me that people who didn’t know us stepped forward to be in Bopsy’s life. ”

— Nance Octaviana Trujillo, mom of Bopsy

How it all started

You might also be interested in ...

Andrew , 6

Duchenne muscular dystrophy

I wish to be in the military

Andrew Joins the Military


Ben , 9


I wish create a cancer-fighting video game

Ben's Video Game Fights Cancer