Strategic Communications Plan for Wish of a Lifetime

Elizabeth B. Swarner
Jul 22, 2023
2 min read

Updated: Jul 25, 2023

2019 End-of-Year Campaign

Client Background

Wish of a Lifetime is a 501(c)(3) national nonprofit organization based in Denver, Colorado that serves to “shift the way society views and values our oldest generations by fulfilling seniors’ dreams and sharing their stories to inspire those of all ages” in the United States, Canada and France. While the organization’s program mainly serves to grant the Wishes of “deserving” seniors, the primary focus and vision of Wish of a Lifetime is a cultural shift, as explicitly expressed in the vision statement: “We envision a world in which society embraces aging and the inherent wisdom that accompanies it, where seniors are celebrated for their accomplishments and sacrifices, and where intergenerational connections are part of our daily lives” (WOL).

Project Summary

Wish of a Lifetime conducts an End-of-Year (EOY) campaign each year that represents approximately one-third of their annual operating budget. In an increasingly competitive digital environment, Wish of a Lifetime needed to develop and evolve communication strategies for both digital and traditional media to engage new donors, retain and foster relationships with current donors, and reach new beneficiaries to spread the mission of Wish of a Lifetime.

Creative

To guide the creative concept development, I conducted extensive theoretical and market research, organized a Crimson Hexagon data analysis, held two focus groups with various key publics of the beneficiary and donor groups, and completed long form interviews with the Digital Marketing Director and Development Director at Wish of a Lifetime.

Please note, the design format of this plan reflects the requirement to adhere to specific, strict guidelines.

Services Provided

Market Research
SWOT Analysis
Digital Presence Audit
Creative Concept Development
Audience Personas
Goals and Objectives

Deliverables

Strategic Communications Plan for EOY Fundraising Campaign
Landing Page Design > view here
Social Media Plan for EOY campaign
- Editorial Content Calendar
- Social Media Templates
- Social Media Copy Templates
- Email Newsletter Template
- Direct Mail Template