What Make-A-Wish® Brasil does

Make-A-Wish Brasil is a Brazilian nonprofit foundation ("Fundação O Poder do Desejo – Make-A-Wish Brasil") founded in 2008 in São Paulo and operating as one of approximately 40 affiliates of Make-A-Wish International, the global wish-granting organization present in 50 countries across six continents. The organization grants transformative wishes to children and adolescents (ages 3-17) diagnosed with serious, life-threatening illnesses (oncology, neurology, cardiology, nephrology, hematology, and other conditions) who are Brazilian residents and either in treatment or within 12 months of completing treatment. Since founding, Make-A-Wish Brasil has fulfilled more than 2,400 wishes and operates through a structured five-stage methodology: Dream Capture, Planning, Anticipation (Magic), Fulfillment, and After-Effect, with wishes categorized as "Ter" (Have), "Conhecer" (Know/Meet), "Ir" (Go), and "Ser" (Be). Children are referred by medical teams and families via online registration, with eligibility assessed by the organization's internal team.

Make-A-Wish Brasil runs a diversified fundraising model with no single dominant revenue channel. Individual donations flow through a tiered recurring program (Wishmaker: R$10, R$65, R$150, and R$500 per month tiers) and one-time gifts starting from R$5, supplemented by event-based campaigns including the annual Wish Dish restaurant initiative (4th edition in July 2026 with 30+ brand partners) and the Outback Bloomin Day cause-marketing campaign (active since 2017, cumulatively raising R$1 million+). Corporate partnerships span wish adoption, in-kind donations (Accor has donated 5,555 hotel nights since 2008), corporate volunteering, and cause-marketing tie-ins with brands such as Disney, Microsoft, Uber, Porsche, and Azul. The organization maintains a 75/25 program-to-administration cost ratio, is certified by CMDCA (Conselho Municipal dos Direitos da Criança e do Adolescente), and reports quarterly impact metrics. Operations are supported by approximately 43 staff members and a network of active volunteers coordinated through a formal five-step volunteer program.

The go-to-market approach combines direct-to-consumer digital donation flows (makeawish.org.br, Donorbox-powered child campaign pages, PIX payments), community-led engagement (Wishmaker, Wish Workshop, school programs including Wish Fund and Kids For Wish Kids), and event-driven campaigns. The organization reaches donors and wish applicants through social media (Facebook, Instagram, LinkedIn, TikTok, YouTube), email newsletters, earned media, and strategic partner ecosystems. Research from Make-A-Wish America (2021) quantifies downstream impact, with 92% of children reporting improved emotional health, 89% of physicians reporting positive physical wellbeing impact, and 89% observing increased treatment adherence following wish notification.

Name

Make-A-Wish® Brasil

Legal name

Fundação O Poder do Desejo – Make-A-Wish Brasil

Website

https://makeawish.org.br

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Make-A-Wish Brasil is a São Paulo-based nonprofit that grants wishes to children and adolescents (ages 3-17) with serious illnesses across Brazil. Operating as a Make-A-Wish International affiliate since 2008, it has fulfilled 2,400+ wishes funded by individual donors, corporate partners, and event campaigns.

Ownership category

akta.pro rank

Product category

Children's Wish-Granting Charity Services

NAICS

Individual and Family Services (6241), Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Rare Disease & Special Needs Support Organizations (BPAGACAM)

akta.pro secondary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

Keywords

• Child wish fulfillment
• Nonprofit charity services
• Recurring donation programs
• Corporate cause marketing
• Volunteer community engagement

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individual donors. The Wishmaker program offers monthly tiers (R$10, R$65, R$150, R$500) for ongoing support. One-time donations start from R$5. Donors can also adopt a specific wish or contribute to general wish funding.
2. Corporate Partnerships: Corporate partners support through wish adoption (full journey funding), cause marketing (e.g., Outback's Bloomin Day donating a % of sales), in-kind donations (e.g., Accor hotel room donations), and marketing campaigns tied to sales.
3. Event-Based Fundraising: Annual campaigns like Wish Dish (restaurant partners donate a portion of dish sales), Wish Celebrations (individuals redirect celebration gifts to donations), and school programs (Wish Fund, Kids For Wish Kids) generate contributions from participants.
4. Volunteering (In-Kind Support): Volunteers provide hands-on support for wish fulfillment without financial cost to the organization. This in-kind labor is central to operations and reduces program delivery costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Make-A-Wish Brasil grants life-changing wishes to children and adolescents (ages 3–17) diagnosed with serious illnesses such as oncology, neurology, cardiology, and nephrology conditions. The organization operates a structured 5-step wish journey (Dream Capture, Planning, Anticipation, Fulfillment, After-Effect) and supports four wish categories: 'Ter' (Have), 'Conhecer' (Meet), 'Ir' (Go), and 'Ser' (Be). Services are funded through individual donations, corporate partnerships, recurring Wishmaker subscriptions, and event-based campaigns like Wish Dish.

Product overview

Make-A-Wish Brasil is a non-profit organization that grants dreams to children with serious illnesses. The organization operates as a program-based charity with multiple engagement channels: core dream fulfillment services (categorized as 'Ter', 'Conhecer', 'Ir', 'Ser'), structured volunteer programs, corporate partnership initiatives, school-based programs, and individual donation plans. The main programs include Wish Dish (restaurant campaign), Wishmaker (recurring donations), Wish Celebration (event conversion), and corporate/school volunteer projects. The organization follows a 5-step 'Jornada do Sonho' methodology for dream fulfillment.

Differentiator

Problem solved

Functional benefit

Products and services

• Wish Fulfillment (Realização de Sonhos) Core service that grants wishes to children aged 3–17 with serious illnesses in Brazil. Wishes are categorized as 'Ter' (Have), 'Conhecer' (Meet), 'Ir' (Go), and 'Ser' (Be), and delivered through a structured 5-step wish journey (Capture, Planning, Anticipation, Fulfillment, After-Effect).
• Wishmaker Recurring Donation Program Monthly recurring donation program with tiered subscription options (R$10, R$65, R$150, R$500) that fund ongoing wish fulfillment. For individual donors seeking sustained engagement with the cause.
• Wish Dish Campaign Annual July fundraising campaign where partner restaurants designate a 'Wish Dish' and donate a portion of its sales to wish fulfillment. The 2026 edition featured 30+ brand partners and 18,000+ dishes sold.
• Corporate Partnership Programs (Projetos Corporativos) Corporate social responsibility programs offering wish adoption, cause marketing tied to sales, in-kind donations, and corporate volunteering. For companies seeking ESG impact and brand association with a globally recognized cause.
• School Programs (Projetos Escolares) School-based programs including Wish Fund (student-led fundraising), Wish Workshop (design thinking activity), and Kids For Wish Kids (4–8 week volunteer training program). For schools and students seeking hands-on engagement with the cause.
• Wish Celebration Donation Conversion Program enabling individuals to redirect gifts from personal celebrations (weddings, birthdays, baptisms) into donations supporting wish fulfillment.
• Volunteer Program (Programa de Voluntariado) Structured volunteer program with a 5-step onboarding process (online registration, profile review, training, role assignment, ongoing support) enabling in-kind support for wish fulfillment.
• Child Wish Registration (Cadastro de Crianças) Online service for medical teams and families to register a child for wish eligibility assessment, with email and WhatsApp follow-up.

Quantifiable outcome

• 92% of children say the wish experience improved their emotional health
• +4 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• Outback SteakhouseflagshipGTM or Marketing PartnerOutback has partnered with Make-A-Wish Brasil since 2017 on the annual Bloomin Day campaign, donating a percentage of sales to wish fulfillment. The initiative has raised over R$1 million and generated significant brand visibility for both organizations.
• Accor GroupcoreGTM or Marketing PartnerAccor Group provides in-kind hotel room donations for wish experiences. Since 2008, Accor has donated 5,555 hotel nights, significantly enhancing the quality of wishes that involve travel and accommodation.
• Disney (The Walt Disney Company Brasil)coreGTM or Marketing PartnerDisney is listed as a partner logo, indicating support for wish fulfillment, likely through in-kind entertainment experiences, merchandise, or park access for wish children.
• Microsoft BrasilminorGTM or Marketing PartnerListed as a partner logo on the Make-A-Wish Brasil website, suggesting technology support, donations, or employee engagement programs.
• UberminorGTM or Marketing PartnerListed as a partner logo. Uber likely provides transportation support for wish logistics, reducing travel costs for wish fulfillment.
• Porsche BrasilminorGTM or Marketing PartnerListed as a partner logo, indicating corporate sponsorship or experiential support for wishes.
• Azul Linhas AéreasminorGTM or Marketing PartnerBrazilian airline listed as a partner, likely providing flight support for wishes requiring travel.
• Le Jazz BrasseriesminorGTM or Marketing PartnerParticipating restaurant in the Wish Dish 2026 campaign, donating a portion of 'Terrine de Campagne com Pistache' sales to wish fulfillment. Multiple locations across São Paulo.
• Restaurante NovedadminorGTM or Marketing PartnerRestaurant partner in Wish Dish 2026, affiliated with Meliá hotels in São Paulo, donating a portion of sales from their 'Medalhão ao molho Poivre' and 'Filé Mignon' dishes.
• Fairmont - Marine RestôminorGTM or Marketing PartnerFairmont Rio's Marine Restô participates in Wish Dish 2026, donating a portion of 'Arroz doce' sales to wish fulfillment.
• Maui Poke HouseminorGTM or Marketing PartnerRestaurant partner in Wish Dish 2026, offering 'Tartar de Salmão' with proceeds supporting wish fulfillment.
• Frango AssadominorGTM or Marketing PartnerRestaurant chain participating in Wish Dish 2026 with 'Tortinha Recheada' across 23 locations in São Paulo, donating a portion of sales.
• BotanikaféminorGTM or Marketing PartnerSão Paulo café chain participating in Wish Dish 2026, offering 'Botanik Porridge' and 'Brûllé Latte' with proceeds going to wish fulfillment.
• Sassá SushiminorGTM or Marketing PartnerSão Paulo restaurant participating in Wish Dish 2026, offering a 'Combo Premium' with proceeds to wish fulfillment.
• LATAM CargominorGTM or Marketing PartnerListed as a partner logo, likely providing cargo/logistics support for wish-related shipments.
• Edwards LifesciencesminorGTM or Marketing PartnerEdwards Lifesciences supply chain director serves on the Make-A-Wish Brasil board. The company has a long history of supporting wish fulfillment and leads Edwards' Latin American volunteer efforts.
• EurofarmaminorGTM or Marketing PartnerBrazilian pharmaceutical company listed as a partner, likely contributing through donations or employee engagement.
• CyrelaminorGTM or Marketing PartnerListed as a partner logo. Brazilian real estate developer likely supporting through corporate donations or in-kind contributions.
• Robert HalfminorGTM or Marketing PartnerListed as a partner logo, suggesting HR/recruitment support, corporate donations, or employee engagement programs.
• Claudia Neufeld (The Walt Disney Company Brasil)OthersClaudia Neufeld, VP Marketing at Disney Brasil, serves as a volunteer board member of Make-A-Wish Brasil, bringing marketing expertise and corporate connections.
• Fernanda Guimarães (Dolce & Gabbana Brasil)minorOthersFernanda Barsotti Guimarães, C-level executive and leader of Dolce & Gabbana Brasil, serves as treasurer and volunteer board member, contributing financial and strategic expertise.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Casa Hope: Brazilian nonprofit supporting children with serious illnesses and their families through hospital-adjacent programs. Comparable Brazilian footprint and pediatric illness focus, though smaller in scale.
• GRAACC: Brazilian pediatric oncology hospital and support organization. Comparable mission of caring for children with cancer in Brazil, with overlapping hospital referral and corporate-donor ecosystem.
• Instituto Ronald McDonald: Brazilian nonprofit supporting children and adolescents with cancer, closely tied to McDonald's corporate-partnership ecosystem. Comparable Brazilian cause-marketing model and pediatric illness focus.
• Make-A-Wish Mexico: LATAM affiliate operating in a Spanish-speaking market with similar corporate-partnership and individual-donation model. Comparable as a regional peer navigating Latin American cause-marketing dynamics.
• Fundação Abrinq: Brazilian child-rights foundation focused on child and adolescent welfare. Comparable Brazilian nonprofit footprint, corporate-partnership fundraising model, and CMDCA-adjacent regulatory positioning.
• Make-A-Wish Argentina: LATAM affiliate operating in a similar South American market with shared Spanish/Portuguese cause-marketing dynamics. Comparable regional scale and corporate-partnership fundraising model.

Broad incumbents

• St. Jude Children's Research Hospital: US-based pediatric medical/research organization supporting children with serious illnesses. Comparable child-illness mission and donor-driven model, but focused on treatment rather than wish fulfillment.
• Children's Miracle Network Hospitals: US/Canada nonprofit funding pediatric hospitals through corporate partners and individual giving. Comparable business model and child-illness mission, though operates at broader hospital-funding scale rather than direct wish fulfillment.
• Make-A-Wish International: Global parent network coordinating 40 affiliates across 50 countries. Directly comparable as the umbrella organization under which Make-A-Wish Brasil operates, sharing brand, methodology, and research.

Direct peers

• Make-A-Wish America: Largest Make-A-Wish affiliate and source of the cited 2021 impact research used by Make-A-Wish Brasil. Operates the same five-stage wish journey and donation model, making it the closest direct peer for benchmarking.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/makeawishbrasil
• Facebookfacebook.com/MakeAWishBrasil
• LinkedInlinkedin.com/company/make-a-wish-brasil
• Instagraminstagram.com/makeawishbrasil
• TikToktiktok.com/@makeawish.brasil

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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® Brasil