Making Wishes Come True - GameStop and Make-A-Wish
Every day “wish kids” (kids with life-threatening medical conditions) ask to shop at video game retailer GameStop as part of their shopping spree or electronics wish. Since 2007, GameStop has supported more than 2,000 in-store wish experiences in partnership with Make-A-Wish, with more than $800,000 in gift cards. Store employees decorate with posters and balloons, offer personal shopping assistance and even provide treats, making wish kids feel like VIPs on their wish day. To raise much-needed funds, GameStop also asks consumers for donations in a point of sale activation.
Leading up to the 2015 point of sale campaign, GameStop launched a new Giving Power Ambassadors program, selecting 30 District Managers to oversee execution of local charitable efforts. Weekly reporting throughout the campaign enabled healthy competition as the ambassadors encouraged colleagues to see who could raise the most money.
GameStop TV produced a commercial featuring a Wish Kid named Jahred, which aired daily in more than 4,000 stores, was shared on social media, and created a rallying point for employees and customers throughout the campaign. Jahred also recorded a voice message that was shared with GameStop employees thanking them mid-month. Other Wish Kids were featured on in-store signage, online, and in Game Informer magazine.
GameStop IT employees implemented new pin-pad capabilities to allow customers the options of donating $1, $5 or $10. By automating the donation ask, every customer had the opportunity to contribute to Make-A-Wish. Customers who donated received a 10% bounce-back coupon as well as reward points. GameStop also incorporated Wish images on their homepage, cart banner, and at checkout, giving customers multiple chances to donate online.
As a result, GameStop had more than 850,000 donations at the point-of-sale, resulting in more than $1.2 million for Make-A-Wish (goal was $500,000).