The Rainbow Connection

What The Rainbow Connection does

The Rainbow Connection is a Michigan-based 501(c)(3) nonprofit founded in 1985 by L. Brooks Patterson (Oakland County Executive) in tribute to the Dobson family. Headquartered in Rochester with a satellite office in Detroit, the organization grants wishes for Michigan children age 18 and under who have been physician-verified with a life-threatening medical condition. Since incorporation it has granted over 4,500 wishes and currently serves more than 200 families at any given time.

The core service portfolio is anchored by the Wish Program — destination vacations, celebrity or athlete meetings, and themed experiences, executed with partners such as Give Kids the World Village in Florida — and is surrounded by four complementary programs: the Enhancement Program (ongoing outings, tickets, holiday parties), the Special Response Program (emergency financial assistance for utilities, housing, transport, food), the Scholarship Program (up to four $1,000 awards per recipient for higher education), and the Adopt a Family holiday support program (served 165+ families in the most recent reported season).

Revenue is sourced entirely from donations: individual one-time gifts, the Hope Heroes monthly subscription program (tiers $10-$250), full wish sponsorships at $5,000 each, Kroger Community Rewards, vehicle donations, planned giving/bequests, and corporate workplace giving (matching gifts, payroll deductions, casual days). The organization states that over 86% of donations go directly to programs and has held Charity Navigator's 4-star rating for 12 consecutive years. It is governed by a board representing Michigan enterprises (Grant Thornton, Community Choice Credit Union, Plastipak, City Wide, Children's Hospital of Michigan, Plante Moran, Pepsi Bottling Group).

Name

The Rainbow Connection

Legal name

The Rainbow Connection

Website

https://rainbowconnection.org

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

The Rainbow Connection is a Michigan-based 501(c)(3) nonprofit founded in 1985 that grants wishes and provides ongoing family support to Michigan children age 18 and under with physician-verified life-threatening illnesses, having fulfilled more than 4,500 wishes and serving over 200 families at a time.

Ownership category

akta.pro rank

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Individual Donations: Individual donors contribute through one-time and monthly recurring donations, with various giving programs including the League of Hope Heroes monthly giving program and one-time donation options ranging from $25 to $5,000.
2. Wish Sponsorship: Corporate and individual sponsors can sponsor a complete wish for $5,000, which covers everything needed to make a child's dream come true.
3. Corporate Partnership Programs: Partnerships with corporations like Kroger for Community Rewards, workplace giving programs, matching gifts, and payroll deductions provide ongoing donation streams.
4. Vehicle Donation Program: The organization accepts car donations, providing donors with tax deductions based on Kelly Blue Book values while generating revenue for wish granting.
5. Planned Giving and Bequests: Donors can include The Rainbow Connection in their wills or estate plans, ensuring long-term financial support through bequests and trust designations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

The Rainbow Connection grants wishes for Michigan children aged 18 and under diagnosed with life-threatening illnesses, including destination vacations (frequently Disney World via Give Kids the World Village), celebrity and athlete meetings, and other personalized experiences. Beyond wish fulfillment, the organization delivers ongoing family support through the Enhancement Program (special outings, event tickets, seasonal gifts), the Special Response Program (emergency financial assistance for utilities, housing, transportation, food, clothing), the Scholarship Program ($1,000 college scholarships for wish alumni), and the Adopt a Family Program (holiday support for wish families).

Product overview

The Rainbow Connection is a Michigan nonprofit organization offering a unified portfolio of wish-granting and family support programs for children with life-threatening illnesses. The core Wish Program grants magical experiences (destination vacations, hero meetings, special adventures), while the Enhancement Program, Special Response Program, Scholarship Program, and Adopt a Family Program provide ongoing support before, during, and after wishes. The organization also operates fundraising vehicles including monthly giving (Hope Heroes), wish sponsorship, vehicle donation, and Kroger Rewards. Over 4,500 wishes have been granted since 1985, with over 86% of donations going directly to programs and services.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 4,500 wishes granted since 1985
• +4 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• El Car WashcoreStrategic or Co-development Partner · 27 March 2026El Car Wash is proposing to donate 2,120 square feet of rent-free office space to The Rainbow Connection at their proposed Troy, Michigan location. This would provide the organization with expanded operational capacity and flexibility to direct more resources toward its mission of granting wishes to children with life-threatening illnesses.
• Give Kids the World VillagecoreStrategic or Co-development PartnerGive Kids the World Village is a resort village in Florida that provides accommodations for wish children and their families during Disney World trips. The organization offers amenities including ice cream, activities, and a magical environment for wish families.
• SoccerWorldminorGTM or Marketing PartnerSoccerWorld assisted in making Allie's wish to meet Manchester City FC come true by helping coordinate the experience.
• Manchester City FCminorGTM or Marketing PartnerManchester City soccer team hosted wish child Allie at team training and the Man City vs. Chelsea game at Ohio Stadium, providing autographs, pictures with players, and a meeting with coach Pep Guardiola.
• Columbus CrewminorGTM or Marketing PartnerColumbus Crew soccer team assisted in making wish child Allie's experience possible at the Man City vs. Chelsea game at Ohio Stadium.
• PUMAminorGTM or Marketing PartnerPUMA contributed to making Allie's wish to meet Manchester City FC come true.
• KrogercoreChannel Partner/ Reseller/ DistributorKroger Community Rewards program allows shoppers to designate The Rainbow Connection as their preferred charitable organization. Every time shoppers use their Kroger Rewards card, Kroger makes a donation to The Rainbow Connection.
• Children's Hospital of MichigancoreStrategic or Co-development PartnerChildren's Hospital of Michigan is mentioned as part of the board representation and serves as a healthcare provider where wish children receive treatment and from which referrals originate.
• Corewell Health ChildrencoreStrategic or Co-development PartnerCorewell Health Children's Hospital in Southeast Michigan provides treatment for wish children and serves as a referral source for the wish program.
• Basso Marketing AgencyminorOthersWebsite design partner responsible for The Rainbow Connection's website design.
• L. Brooks PattersoncoreOthersFounder of The Rainbow Connection who passed away in 2019. His vision and dedication established the organization in tribute to his friend Ron Dobson's children who lost their lives in a plane crash.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kids Wish Network: Wish-granting charity serving children with life-threatening illnesses across multiple U.S. regions. Direct peer in mission and service delivery, including wish experiences, family support, and hospital referrals.
• Make-A-Wish Foundation: The largest U.S. wish-granting charity for children with critical illnesses, operating nationwide with substantially greater donor reach and brand recognition than The Rainbow Connection. Direct overlap in mission, beneficiary definition, and service model.
• Starlight Children's Foundation: National nonprofit delivering programs, wish-like experiences, and hospital-based support to seriously ill children and their families. Overlaps with The Rainbow Connection on pediatric illness support and family-centered services.
• Children's Wish Foundation International: International wish-granting organization for children with life-threatening conditions, providing wish experiences and family support. Direct mission overlap with The Rainbow Connection's core Wish Program.

Broad incumbents

• Alex's Lemonade Stand Foundation: National childhood cancer charity funding research and family support programs. Overlaps with The Rainbow Connection in serving children affected by pediatric cancer (a large share of wish referrals), though its primary model is research funding rather than wish delivery.
• Ronald McDonald House Charities: Large, established nonprofit providing housing and family-centered support to families of sick children receiving medical care. Comparable in supporting families of critically ill children, though its core service (lodging) differs from The Rainbow Connection's wish experience model.

Others

• Give Kids The World Village: Florida-based nonprofit resort village that provides free weeklong wish experiences to children with critical illnesses and their families. A key operational partner of The Rainbow Connection (and other wish-granters) rather than a direct competitor, but materially related in serving the same beneficiary population.

Regional players

• A Special Wish Foundation: Ohio-based wish-granting charity for children with life-threatening illnesses, founded in 1982. Highly comparable mission and grassroots nonprofit model, though serving an adjacent (non-Michigan) geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC3kIlpyrTzxfbzS9BQUOYXQ
• Facebookfacebook.com/Rainbowconnectionmichigan
• Instagraminstagram.com/rainbowconnectionmi
• LinkedInlinkedin.com/company/the-rainbow-connection

Compliance3 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 The Rainbow Connection