Make-A-Wish Foundation

Make-a-Wish Foundation



“On race day, the event went off without a hitch, with more than 400 participants raising nearly $300,000.

The Make-A-Wish Foundation of the Mid-Atlantic was approaching a major milestone for its 7000th wish. Plans were underway to build a one-of-a-kind backyard clubhouse for a boy in Goldvein, Virginia. At the same time, the 28th annual Make-A-Wish Triathlon at Sea Colony in Bethany Beach, Delaware, was rapidly approaching and in need of support and attention.

The triathlon had become the backbone of the Mid-Atlantic chapter’s fundraising efforts, playing a major part in making those 7000 wishes possible through support from volunteers, participants, donors and sponsors year after year.  With two landmark events fast approaching, Make-A-Wish enlisted the help of Crosby-Volmer to generate buzz in local communities and the news media about the Mid-Atlantic chapter’s upcoming events and its mission to enrich the lives of children with life-threatening illnesses.

The Solution.
Crosby~Volmer launched a comprehensive grassroots campaign to engage potential participants, volunteers and sponsors in the excitement leading up to the triathlon at Sea Colony. The team developed extensive lists of local newspapers, media outlets, health and fitness bloggers, triathlon training groups and a variety of community organizations to spread the word about opportunities to take part in the 28th annual race.  In the wake of the triathlon, Crosby-Volmer leveraged existing relationships with local reporters to generate media interest in the 7000th wish event.

The Results.
Crosby~Volmer placed event announcements on a number of local news websites and community pages leading up to the triathlon at Sea Colony, as well as wrap-up stories throughout Delaware, eastern Maryland and the D.C. metro area. In one of the more notable placements, What’s Up? Eastern Shore magazine featured a selection of photos of memorable moments and athletes in action in its “Scene & Be Seen” section. On race day, the event went off without a hitch, with more than 400 participants raising nearly $300,000.

On the morning of the 7000th wish event, Crosby-Volmer brought news crews from the local D.C. NBC and ABC stations to the wish recipient’s backyard, along with reporters and photographers from two local newspapers. The NBC4 team featured the 7000th wish on several evening and morning news editions, ABC7 spotlighted the little boy’s story in the weekly “Harris’ Heroes” segment, and the two local newspapers ran feature stories in the days following the celebration.

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