There is no shortage of feel-good stories around the holidays, but last week Batkid cut through the noise to capture the attention of the whole world.
If you’re not familiar with Batkid and his Gotham City rescue, it’s an adorable story. On November 15 here in San Francisco, The Make-A-Wish Foundation granted the wish of Miles Scott, a five-year-old boy who has been fighting leukemia for the majority of his life, and ignited the imaginations of millions around the globe. Miles wished to be Batkid for a day, so the Make-A-Wish Foundation and thousands of volunteers transformed San Francisco into Gotham City, ripe for saving by Batkid. Thousands turned out to cheer on Batkid as he saved a woman from a cable car track, stopped a robbery in progress, and then prevented the kidnapping of the San Francisco Giants mascot, Lou Seal.
The Batkid wish was clearly an enormous undertaking, with a custom suit, Batmobile, and several actors in major roles for the day. The expense for the non-profit organization must have been astronomical, but it clearly paid off. Cutting through the noise, Batkid really shone a light on Make-A-Wish.
This is the struggle many non-profits, and even many small for-profit companies, find themselves in. How do you carry out your mission, market yourself, and keep your organization afloat?
Sometimes just doing what you do best and getting the message to the right people is enough. In the case of the Make-A-Wish Foundation and their Batkid endeavor, the organization was able to rally the community via email and social media, and, due to the size of the public’s response, grab the attention of traditional media on an international scale.
Investing so heavily in Batkid was a huge bet for the Make-A-Wish Foundation, but it paid off in spades. A boosted profile just before the holiday season will keep them granting wishes for a long time to come.