What Make-A-Wish Canada does

Make-A-Wish Canada (legal name: Make-A-Wish Foundation of Canada; CRA Registration 881291918 RR 0001) is a federally registered national charity founded in 1983 that grants life-changing wishes to Canadian children ages 3–17 diagnosed with critical illnesses. The organization operates as an independently governed affiliate of Make-A-Wish International and currently grants approximately 1,835 wishes per year across all ten provinces and three territories through ten regional chapters. Wishes fall into five structured categories: travel, identity experiences, celebrity meetings, desired items, and charitable wishes; the organization also runs Group Wish Trips as a community-format sub-product.

The revenue model is exclusively donation-based with no sold products or services. Eight core streams include individual donations (one-time and monthly), corporate partnerships across Mission Champion/Diamond/Platinum/Gold/Silver/Bronze tiers, leadership/major gifts ($5,000+), planned/legacy giving (wills, RRSP/RRIF, life insurance, Donor-Advised Funds), securities donations, national and regional fundraising events (48 HOUR RIDE, Women for Wishes, Big Wish Sweepstakes), and digital charity streaming through Tiltify. Programmatic delivery is supported by 1,200+ trained volunteers, with Sterling Backcheck used for screening and DonorDrive for online event registration. Strategic technology integrations are limited to fundraising platforms rather than core mission delivery.

In 2019 the organization merged with Children's Wish to consolidate national capacity, and in 2025 reported that 70.4% of expenditures were allocated to wish delivery versus 29.6% to fundraising, with stronger fundraising adding $4 million in incremental revenue that year. Key enterprise-grade corporate partners include Blue Cross Canada (35+ year strategic partnership, 30,000+ travel wishes facilitated), WestJet (19+ years, 23,000+ donated flights), Disney, and Give Kids The World Village; more recent partners include Jersey Mike's Subs ($1M pledge in 2026) and Groupe Millenium Micro (ECO PC initiative). The organization is governed by a board chaired by Darren Nantes (Founder, Nantes Capital Inc.) with CEO Meaghan Stovel McKnight leading a senior team including SVPs of Mission, Development, Transformation, and Finance & Business Operations.

Name

Make-A-Wish Canada

Legal name

Make-A-Wish Foundation of Canada

Website

https://makeawish.ca

Company type

Private

Founded year

1983

Operating status

Operating

Short description

Make-A-Wish Canada is a federally registered national charity, founded in 1983, that grants life-changing wishes to Canadian children ages 3–17 with critical illnesses. Operating through 10 regional chapters with 1,200+ volunteers and roughly 1,835 wishes granted annually, it is funded entirely through individual donations, corporate partnerships, planned giving, and fundraising events.

Ownership category

akta.pro rank

Headquarters

HQ city

Pickering

HQ country

Canada

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Individual Donations: Tax-deductible donations from individual Canadians supporting the wish-granting mission
2. Corporate Partnerships: Philanthropic donations and cause marketing campaigns from corporate partners including Mission Champions (Blue Cross, Disney, WestJet), Diamond, Platinum, Gold, Silver, and Bronze sponsors
3. Major Gifts & Leadership Giving: Significant contributions of $5,000+ from leadership donors with exclusive events and personalized updates
4. Monthly Giving Program: Recurring monthly donations providing steady, reliable support for wish fulfillment
5. Legacy Giving: Bequests in wills, life insurance gifts, RRSP/RRIF gifts, and Donor Advised Fund grants for long-term sustainability
6. Securities Donations: Gifts of publicly traded securities with tax advantages on capital gains
7. Fundraising Events: Revenue from national and regional events including 48 HOUR RIDE, Women for Wishes, Big Wish Sweepstakes, sporting events, and community fundraisers
8. Charity Streaming: Gaming and streaming community fundraising through Tiltify platform

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

Make-A-Wish Canada grants transformative wishes to children ages 3-17 with critical illnesses across Canada. Wishes span five categories: "I wish to go" (travel), "I wish to be" (identity experiences), "I wish to meet" (celebrity encounters), "I wish to have" (desired items), and "I wish to give" (charitable contributions). The organization operates through 10 regional chapters and has granted over 40,000 wishes since 1983.

Product overview

Make-A-Wish Canada operates as a unified charitable platform centered on granting transformative wishes to children ages 3-17 with critical illnesses. The organization offers a comprehensive portfolio of giving programs including: the core Wish Granting Program (with five wish types: travel, identity, celebrity encounters, desired items, and charitable gifts), recurring Monthly Giving, and Leadership Giving ($5,000+) for major donors. Fundraising initiatives span National Events (48 HOUR RIDE, Big Wish Sweepstakes, Women for Wishes), Corporate Partnerships, Legacy/Planned Giving, Securities Donations, and Charity Streaming. The organization also operates Group Wish Trips for shared family experiences and WishGifts Shop for themed merchandise. All programs are supported by volunteer-based wish granting, with Tiltify and DonorDrive platforms facilitating digital fundraising and Sterling Backcheck for volunteer background screening.

Differentiator

Problem solved

Functional benefit

Products and services

• Wish Granting Program The core service granting transformative wishes to children ages 3-17 with critical illnesses, covering five wish types: travel, identity experiences, celebrity encounters, desired items, and charitable gifts. Available to eligible Canadian children referred through healthcare professionals.
• Monthly Giving Program

Quantifiable outcome

• Children who receive a wish are 2.5x less likely to have an unplanned hospital visit
• +9 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

45 partnerships are on record, tiered national partner campaign, platinum - major, campaign level, mission champion - core, mission champion, strategic, platinum, diamond sponsor, platinum sponsor, media partner, ambassador, local partner, creative partner and platform partner.

• COWS Inc.national partner campaignGTM or Marketing Partner · 19 July 2026Supporting since 2022. National Ice Cream Day campaign donating $1 from every ice cream sold in PEI, Quebec City, Niagara-on-the-Lake, Banff, Whistler, and Halifax locations.
• Jersey Mike's Subsplatinum - majorGTM or Marketing Partner · 1 May 2026Transformative $1 million pledge announced in 2026 to support wish-granting across Canada.
• World Wish Day Campaign Partnerscampaign levelGTM or Marketing Partner · 29 April 2026Blue Cross Canada World Wish Day campaign with $100,000 donation and $10,000 Wish Trip Giveaway.
• Groupe Millenium Micronational partner campaignGTM or Marketing Partner · 1 January 2026ECO PC (Certified Refurbished Computers) initiative: $5 per sale (≤$499) or $10 per sale (>$500) from Jan-Dec 2026 donated to grant wishes.
• VIVE Healthy Vendingnational partner campaignGTM or Marketing Partner · 1 August 2021Participating machines across Canada contribute $10/machine monthly with up to 2,000 machines planned by end of 2022.
• WestJetmission champion - coreStrategic or Co-development Partner · 1 January 200719+ year partnership as Mission Champion. Donated over 23,000 flights since 2007. Partner for travel wishes including WestJet & Fairmont getaway prizes in Big Wish Sweepstakes.
• Blue Cross Canadamission champion - coreStrategic or Co-development Partner · 1 January 198935+ year partnership as Mission Champion. Provided travel insurance for 130,000+ family members and facilitated 30,000+ travel wishes. $100,000 donation announced on World Wish Day 2026. Currently running $10,000 Wish Trip Giveaway campaign for Blue Cross travel policy purchasers (April 28 - May 28, 2026).
• Disneymission championStrategic or Co-development PartnerMission Champion corporate partner supporting wish experiences through theme park visits and magical encounters.
• Give Kids The World Villagemission championStrategic or Co-development PartnerMission Champion partner providing accommodations and experiences for wish families visiting Florida attractions.
• Rogers CommunicationsstrategicGTM or Marketing PartnerPartnered with Toronto Blue Jays' George Springer as ambassador for youth screen time awareness initiative alongside Make-A-Wish.
• Jack Astor'splatinumGTM or Marketing PartnerRestaurant partner where George Springer fundraiser took place. Part of major gift/sponsorship program.
• Yupiknational partner campaignGTM or Marketing PartnerProud Partner bringing joy and hope to children with critical illnesses through ongoing campaign support.
• Dave & Buster'snational partner campaignGTM or Marketing PartnerLocations in Oakville and Vaughan, Ontario donate $1 per Strawberry Shortcake dessert purchase to Make-A-Wish.
• Funding Innovationnational partner campaignGTM or Marketing PartnerEasel Program providing zero-risk, long-term sustainable funding through purchase of art and collectables.
• Scaddabush Italian American Grillnational partner campaignGTM or Marketing PartnerCharitable partner donating portion of proceeds from Charity Bread orders to Make-A-Wish Canada.
• Stingraydiamond sponsorGTM or Marketing PartnerDiamond level corporate sponsor.
• 365 Sportsplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• Altus Groupplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• City Electric Supplyplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• Couche-Tardplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• Digital Extremesplatinum sponsorGTM or Marketing PartnerPlatinum sponsor through Warframe Make-A-Wish collaboration for Tennocon 2025.
• EB Games Canadaplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• Krownplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• TikTok Canadamedia partnerGTM or Marketing PartnerSupported 'Wish Song' original track by Stacey Ryan as part of brand campaign.
• Tire Discounter Groupplatinum sponsorGTM or Marketing PartnerPlatinum level corporate sponsor.
• George Springer (Toronto Blue Jays)ambassadorGTM or Marketing PartnerProfessional athlete ambassador meeting children awaiting wishes and supporting fundraising at Jack Astor's locations. Featured in holiday campaign and World Wish Day celebrations.
• Ocean Contractorslocal partnerGTM or Marketing PartnerNova Scotia local partner supporting wish-granting in the region.
• Lindsay Constructionlocal partnerGTM or Marketing PartnerNova Scotia local partner supporting wish-granting in the region.
• Clearwaterlocal partnerGTM or Marketing PartnerNova Scotia local partner and Gold sponsor supporting wish-granting.
• Castone Constructionlocal partnerGTM or Marketing PartnerNova Scotia local partner supporting wish-granting in the region.
• Enterprise Mobilitylocal partnerGTM or Marketing PartnerNova Scotia local partner and Gold sponsor.
• Halifax Stanfield International Airportlocal partnerGTM or Marketing PartnerNova Scotia local partner supporting wish-granting.
• MacKinnon & Oldinglocal partnerGTM or Marketing PartnerNova Scotia local partner supporting wish-granting.
• Michelin Canadalocal partnerGTM or Marketing PartnerNova Scotia local partner and Gold sponsor.
• BATClocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• Broda Grouplocal partnerGTM or Marketing PartnerSaskatchewan local partner and event sponsor.
• Fission Uraniumlocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• K+S Potash Canadalocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• NLCDClocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• Northern Strandslocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• Saskatchewan Blue Crosslocal partnerGTM or Marketing PartnerSaskatchewan local partner.
• Rising Edge Grouplocal partnerGTM or Marketing PartnerSouthern Alberta local partner.
• Cole Internationallocal partnerGTM or Marketing PartnerSouthern Alberta local partner.
• Stacey Ryancreative partnerGTM or Marketing PartnerRecording artist who created 'Wish Song' original track supported by TikTok Canada.
• Tiltifyplatform partnerTechnology or IntegrationCharity streaming platform connecting streamers and content creators with Make-A-Wish campaigns.

Scale indicators24 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Make-A-Wish Foundation (United States): Sister affiliate of the same global Make-A-Wish International network, granting wishes to children with critical illnesses in the U.S. Same brand, business model (donations, corporate partnerships, wish events), and mission; the most direct comparable peer.
• Dreams Take Flight Canada: Canadian registered charity that grants wishes - primarily Disney trip wishes - to children with serious illnesses and special needs. Operates in the same Canadian charitable space with an overlapping donor pool and similar wish-granting model.
• Starlight Children's Foundation: U.S.-based wish- and experience-granting charity for seriously ill children, offering hospital-based programs (Starlight Gowns, Deliveries) alongside wish fulfillment. Directly comparable mission and donor/corporate partnership model.
• Ronald McDonald House Charities Canada: Canada-wide charity supporting families of seriously ill children through accommodation near hospitals, family-room programs, and related services. Comparable mission footprint, donor base, and corporate-partnership-led fundraising model.
• Sunshine Foundation of Canada: Canadian charity that fulfills dreams for children living with severe physical disabilities or life-limiting illnesses, primarily through group dream trips. Operates within the same Canadian wish-granting niche with overlap in donors, hospital referrals, and corporate partners.

Emerging players

• Campfire Circle: Canadian charity (formed from the merger of Camp Ooch & Musquatch and Camp Trillium) delivering year-round camp and recreation programs for children with cancer and serious illnesses. Tangential overlap in mission population, hospital-referral pipelines, and family-support positioning.

Regional players

• SickKids Foundation: Canadian fundraising foundation for The Hospital for Sick Children in Toronto; raises hundreds of millions annually through individual, corporate, and event-based giving for pediatric research and care. Overlaps in donor base, corporate partnerships, and event-driven fundraising in Canada but serves institutional rather than wish-granting needs.

Broad incumbents

• Children's Miracle Network (Canada): North American charity raising funds for 170+ children's hospitals; operates broad cause-marketing and corporate-partnership programs (e.g., Dairy Queen, RE/MAX). Different primary mechanism (hospital funding vs. wish delivery) but directly competes for the same corporate CSR dollars and pediatric-cause donor mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/makeawishcan
• Facebookfacebook.com/childrenswish
• Instagraminstagram.com/makeawishcanada
• Xx.com/wishmakernl
• LinkedInlinkedin.com/company/make-a-wish-canada

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Make-A-Wish Canada