Added Title

Make-A-Wish Philippines

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Advisor

Dave Vincent Mangilet

Defense Panel Chair

Reynaldo Bautista, Jr.

Defense Panel Member

Carlo Saavedra
Abigail Mae Arcagel


Established in 2000, Make-A-Wish Foundation Philippines is the first and only non-profit wish-granting foundation in the country. It is an affiliate of Make-A-Wish International, the largest wish-granting organisation in the world. The Foundation grants the wishes of children with critical illnesses to enrich the human experience with hope, strength and joy.

Make-A-Wish Foundation Philippines is a nonprofit organization that makes up the nonprofit sector which is also often referred to as the philanthropic sector. According to a study conducted by Mastercard, about one of every five Filipinos donates to charity. As stated in the mastercard study, 47.7 percent of the Filipino respondents contribute to charity. In addition to that, Filipinos are among the most generous people in the world, according to a new study made by a charity foundation. Even while the world has become a less generous place, the Philippines was among the top 5 nations devoting the most amount of time to charity work, with the country having the largest number of people in Southeast Asia volunteering their time, the UK-based Charities Aid Foundation (CAF) said. (ABS-CBN, 2012)

Make-A-Wish Foundation is one of the most established non profit organizations in the world. In the study conducted, the majority of the respondents recognize the brand even if they haven’t experienced donating to Make-A-Wish. To further understand the perception, behavior, and preferences of the target market, surveys on the Usage, Attitude, and Image (UAI) and Theory of Planned Behavior (TPB) were distributed, and interviews were conducted. The study was able to gather 429 respondents for the UAI and TPB survey, and 6 participants for the interview. Based on the data gathered, Make-A-Wish Foundation is not the top-of-mind non-profit organization in the Philippines for most of the survey respondents and interview participants, the majority answered UNICEF as their top of mind NGO. To deepen the understanding, different factors were tested to identify which variables affect the intention to donate to non-profit organizations.

To briefly discuss the results, The niche market of Make-A-Wish Foundation is mostly composed of individuals in their late 20s and early 30s who are employed in private organizations. This target demographic’s behavior and intention in contributing to a non profit organization is greatly affected by attitude, self-supported behavior, perceived behavioral control, moral norm and subjective norm. In crafting the marketing strategy of the foundation, perception on these 5 substantial TPB factors must be of great consideration. Focusing on gaining positive awareness measures on the independent variables will lead to improved measures on the dependent variable. Furthermore, to gather in-depth knowledge about the behavior of the target market, they were asked about their media exposure to help the researcher determine which platforms to use by the proposed campaign strategies in this paper.

The researcher of this paper also analyzed the Strengths, Weaknesses, Opportunities, and Threats to identify the internal and external factors that affect Make-A-Wish Foundation Philippines. The researcher was able to identify that the main problem is that even if people are aware of the existence of Make-A-Wish Foundation Philippines as a brand, their knowledge and familiarity on its advocacy and options to donate are weak. There is also an insight from the interview conducted that some participants thought that Make-A-Wish is the same with Wish Ko Lang, a television program in the Philippines, they are not aware that it is an affiliate of Make-A-Wish International.

From this gathered information, the researcher has listed down the objectives to address the challenge that the brand is facing. In line with this, the proposed Integrated Marketing Communication for Make-A-Wish Philippines will be done digitally including social media marketing, public relations, influencer marketing, events, and sales promotions. These directions came from the findings of the surveys and interviews. Furthermore, for digital marketing, social media particularly Facebook, Instagram and Youtube, official website of Make-A-Wish Foundation Philippines, and email marketing will be used. For public relations, online articles featuring partner brands and celebrity influencers will be tapped to achieve the objectives of the campaign. All these initiatives are backed up by the goals of the brand to increase wish grants and beef up donations through building brand awarensess and strengthening the effort for the campaign’s big idea.

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