Background
Make-A-Wish UK is a children’s charity that grants life-changing wishes for critically ill children, creating moments of joy and lasting memories for families across the country. Through high-impact fundraising events and supporter engagement initiatives, the organisation brings communities together to help make more wishes possible.
Event Goals
- Seamless Navigation: Create an intuitive, family-friendly digital platform allowing attendees to easily navigate the event, access tailored agendas, and stay informed through real-time updates.
- Highly Personalised Journeys: Ensure every family felt their experience was unique and relevant, with customised notifications, schedules, and content supporting their specific needs and interests.
- Enhanced Engagement: Combine personalisation with playful interactivity (such as gamification) keeping attendees engaged and creating excitement and discovery throughout the day.
Challenges
- A customisable and accessible mobile app
- Real-time scheduling and check-in tools
- The ability to communicate instantly with attendees
- Flexibility for on-the-fly changes
- Creative and interactive features to enrich the experience
Solution
CrowdComms worked closely with Make-A-Wish to create a tailored version of their event platform, affectionately referred to as the My Wish App by families.
Accessibility First: Simplified dashboards, large buttons, easy navigation, designed with inclusivity in mind.
Personalised Agendas: Each family had their own unique itinerary, including show times, check-in slots, and surprise moments.
Scheduling and QR Scanning: Every activity, from arrival at the hotel to show entry, was accessed with unique QR codes guiding families throughout their day.
Live Attendee Tracking: A custom-built feature enabling the team to track attendance in real-time and reassign families on the fly.
Push Notifications: Sent to individuals or groups keeping everyone updated instantly, from schedule tweaks to special surprises.
Special Access Needs: App functionality ensured those needing additional support, such as seating close to the front, were identified and supported discreetly.
Outcome
CrowdComms delivered an event app that enabled Make-A-Wish to deliver magic. The results were exceptional, including a 100% Net Promoter Score, the first time ever Make-A-Wish achieved this metric from families attending the wish event. Key achievements included enhanced attendee tracking, a personalised family experience, and engaging gamification. Family feedback included: ‘The app and WhatsApp chat were very useful for planning everything. Everything was so beautiful.’ and ‘Today has just been like no other. Everything has been so magical, so unbelievable.’