How the Make-A-Wish Foundation of America is evolving its online efforts from promotion to more connection and engagement to build strong relationships with constituents over the longer term.

1. From Promotional to Social Petri Darby, APR Director of Brand Marketing & Digital Strategy Make-A-Wish Foundation® of America pdarby@wish.org / @darbyDarnit

2. From Promotional to Social From Promotional to Social 200,000+ wishes Strong brand Not all wish kids are dying! Petri Darby - @darbyDARNIT

3. From Promotional to Social The Old Way Give! Third-Person Storytelling Give! Give! Give! Give! Give! Give! Petri Darby - @darbyDARNIT

4. From Promotional to Social Hundreds of Thousands of Stories & Voices Petri Darby - @darbyDARNIT

5. From Promotional to Social New Content Approaches Strategy More human voice More entertaining More interesting More storytelling More engaging More impacts More links to wish.org More real-time Tactics Share your story Wish story teasers Celebrity engagement Questions Quotes Reciprocal content Ties to current events Sponsor/campaign promos Photos Video Wish kid of the day Ways to help Did you know Impact study results Petri Darby - @darbyDARNIT

6. From Promotional to Social Social/Website Integration Share Your Story Video Social Login, Sharing & Activity Feed Curated Blogs & News Petri Darby - @darbyDARNIT

7. From Promotional to Social Social/Website Integration Social Sharing Symbolic/Incremental Giving Reaction Buttons Petri Darby - @darbyDARNIT

8. From Promotional to Social Social/Website Integration Social Sharing Like Social Connect Petri Darby - @darbyDARNIT

9. From Promotional to Social First-Person Storytelling “My eyes lit up, my heart raced, and my jaw hurt from smiling so big. I didn’t know if I wanted to cry, scream, or just stand there in shock. Justin Bieber was walking towards me.” - Wish kid Kayla “But it wasn’t the fabulous shoes, or the beautiful clothes that Sarah got from the wish that mattered. What she received from the wish is something nobody could ever put a price on. It gave her her spirit back. And it gave me my best friend back.” – Skyla about her friend Sarah’s wish Petri Darby - @darbyDARNIT

10. From Promotional to Social Impacts Facebook: 904% increase in referral traffic to wish.org(Nov 2010-April 2011) From #7 referring source rank to #2 Petri Darby - @darbyDARNIT

11. From Promotional to Social Impacts Facebook Page LikesQ2: +61% compared with 3 mos prior Q3: +51% compared with 3 mos priorFacebook Engagement (Likes/Comments)Q2 +29% compared with Q1 Q3 +25% compared with Q2 Wish.org Page/Wish Story Shares Q2: +48% compared with Q2 previous year Q3: +208% compared with Q3 previous year Q3: 2,000+ Facebook “Likes”Share Your Story Q2:29 viable wish stories submitted Q3: 120 viable wish stories submitted Petri Darby - @darbyDARNIT

12. From Promotional to Social Integrated Tracking Hootsuite, Omniture, ScoutLabs, Google Analytics, Twitalyzer, Facebook Insights, YouTube Analytics Share of voice Impact across channels Key words and phrases Impressions, clicks, comments, Likes, shares, retweets, replies Petri Darby - @darbyDARNIT

13. From Promotional to Social Parting Thoughts Interactions Relationships Trust Loyalty & Action (sales/donations) Content Interactions Return-on-relationships Trust fostered over time Petri Darby - @darbyDARNIT

14. From Promotional to Social Questions? pdarby@wish.org/ @darbyDARNIT/ www.darbyDARNIT.com Petri Darby - @darbyDARNIT