Wish of a Lifetime

What Wish of a Lifetime does

Wish of a Lifetime is a Denver-based 501(c)(3) nonprofit organization, founded in 2008 and operating as a charitable affiliate of AARP, that grants personalized wishes to older adults to address social isolation, health-related barriers, and loss of connection in later life. Its core offering is the Wish Fulfillment Program, supported by segmented sub-brands: Voyage of Valor (for veterans, including a Wall of Valor recognition component), Journey of Heroes (honoring heroes through wish experiences), and Cupid Crew (combating elder isolation, particularly around Valentine's Day). Beneficiaries submit wishes through an online portal on wishofalifetime.org, and the organization has documented 3,000+ fulfilled wishes. There is no proprietary technology platform or SaaS product; operations are coordinated through staff, volunteers, and corporate partners, with the website functioning as the primary intake and storytelling surface.

The organization's underlying "platform" is operational rather than technological: a staff of 1-10 based at 303 East 17th Ave, Suite 850, Denver, coordinates with a volunteer network, corporate sponsors who provide in-kind goods and services, and AARP's donor and back-office infrastructure (donation portal at wol.aarp.org, email subscription at secure.aarp.org, careers.aarp.org job listings). Wish recipients do not pay for services; all costs are funded through individual donations (including a monthly sustainer program), corporate sponsorships (Wyndham Hotels & Resorts serves as Official Hotel Provider), and earned media-driven donor acquisition. Per the 2024 Form 990, 83% of support is directed to programs, 7% to fundraising, and 10% to administration, and the organization holds a Charity Navigator four-star rating and a Candid (GuideStar) Transparency Seal.

Revenue mechanics are diversified across three named streams: individual donations (recurring and one-time), corporate sponsorships (professional services and in-kind), and sports-hospitality partnerships exemplified by MLB team collaborations reported by Sports Business Journal. The go-to-market motion is direct-to-beneficiary for wish submissions and direct-to-donor for fundraising, with distribution channels including the website wish application, AARP-hosted donation portal, volunteer-driven community outreach, and stadium-based MLB fan experiences. Geographic reach is domestic (United States), and the marketing strategy is built on inspirational wish storytelling distributed through editorial content, email, organic social, and earned press rather than paid acquisition.

Name

Wish of a Lifetime

Legal name

Wish of a Lifetime

Website

https://wishofalifetime.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Wish of a Lifetime is a Denver-based 501(c)(3) charitable affiliate of AARP that grants personalized wishes to older adults facing isolation or health barriers, funding operations through individual donations, corporate sponsorships, and partnerships with organizations such as Wyndham Hotels and MLB teams.

Ownership category

akta.pro rank

Product category

Senior Wish-Granting Nonprofit Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120)

akta.pro primary industry

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

akta.pro secondary industry

Veterans Adult Day Programs (HSABANAH)

Keywords

• Senior wish granting
• Nonprofit charitable services
• Veteran recognition programs
• Elder isolation support
• AARP affiliated services

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Individual donors contribute to fund wish fulfillment for seniors. The organization runs donation campaigns including monthly sustainer programs and one-time gifts.
2. Corporate Sponsorships: Corporate partners sponsor wishes and programs, including hotel accommodations, event partnerships, and general program support. Wyndham Hotels & Resorts is noted as Official Hotel Provider.
3. MLB Fan Experience Partnerships: Sports Business Journal reported partnerships with Major League Baseball teams to provide fan experiences for seniors, expanding the organization's reach through sports hospitality.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wish of a Lifetime is a nonprofit charitable affiliate of AARP that grants personalized dreams and wishes to older adults across the United States, with specialized programs for veterans (Voyage of Valor), broader heroes (Journey of Heroes), and seniors experiencing isolation (Cupid Crew). Wish fulfillment is funded through individual donations and corporate sponsorships, with services provided at no cost to senior beneficiaries.

Product overview

Wish of a Lifetime is a nonprofit charitable organization (501(c)(3)) operating as an affiliate of AARP that grants personalized wishes to seniors. The core offering is the Wish Fulfillment Program, supported by specialized sub-brands including Voyage of Valor (honoring veterans), Journey of Heroes, and Cupid Crew (combating elder isolation). Additional modules include a Wall of Valor memorial, wish submission and story-sharing portals, volunteer coordination, corporate sponsorship opportunities, and the 3,000 Wishes & Beyond campaign. The organization does not operate a technology platform or SaaS product but rather provides direct wish-granting services funded through donations and corporate partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Voyage of Valor: Program honoring veterans through wish experiences
• Journey of Heroes
• Cupid Crew

Products and services

• Wish Fulfillment Program

Quantifiable outcome

• 3,000+ wishes granted
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• AARPcoreStrategic or Co-development PartnerWish of a Lifetime is an official charitable affiliate of AARP, operating under the AARP brand and infrastructure. This affiliation provides access to AARP's 38+ million members, donor base, HR resources, and brand credibility. The organization's domain, donation portal, and career listings all operate within the AARP ecosystem.
• Wyndham Hotels & ResortscoreStrategic or Co-development PartnerOfficial Hotel Provider for Wish of a Lifetime, donating hotel accommodations for wish recipients who need lodging for their wish experiences. This partnership enables wishes that require travel and overnight stays.
• Major League Baseball (MLB Teams)coreStrategic or Co-development PartnerMLB partnerships provide once-in-a-lifetime fan experiences for seniors, including game tickets, behind-the-scenes access, and meet-and-greets. Sports Business Journal reported WOL is building these partnerships around fan experiences.
• Broadmoor Manitou and Pikes Peak Cog RailwayminorStrategic or Co-development PartnerProvided complimentary train tickets and experiences for wish recipients like Catherine to fulfill wish experiences at Pikes Peak.
• Vital Life FoundationminorGTM or Marketing PartnerPortland-based foundation supporting older adult charities. Wish of a Lifetime is a key charitable partner, collaborating on events like Cupid Crew and Journey of Heroes.
• Vital CareminorGTM or Marketing PartnerVital Care's key charitable partners include Wish of a Lifetime, with joint participation in Cupid Crew and Journey of Heroes programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Honor Flight Network: Transports veterans (predominantly WWII, Korea, Vietnam) to Washington D.C. memorials at no cost; directly comparable to WOL's Voyage of Valor and Journey of Heroes programs in beneficiary population, volunteer model, and travel-based wish delivery.
• Dream Foundation: The closest direct peer: a nonprofit that grants wishes specifically to adults (18+) with life-limiting illnesses, operating on a donated-services and corporate-sponsor model very similar to Wish of a Lifetime, with comparable mission scope and beneficiary profile.
• Make-A-Wish Foundation: The largest and best-known wish-granting nonprofit; though focused on children with critical illnesses rather than seniors, it shares the same core "personalized wish fulfillment" service model, donor funnel, and corporate-partnership playbook that WOL operates.
• Starlight Children's Foundation: A wish- and joy-delivery nonprofit serving seriously ill children and their families; uses a similar donated-experience and storytelling-driven fundraising model, making it a structural analogue for WOL's wish-fulfillment approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@WishOfALifetimeFromAARP
• Facebookfacebook.com/wishofalifetime
• LinkedInlinkedin.com/company/wishofalifetime
• Instagraminstagram.com/wishofalifetime
• Xx.com/wishofalifetime

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Wish of a Lifetime