Inside Make-A-Wish's Storytelling Revolution

A sit down with Make-A-Wish’s Senior Director of Brand Communications and Digital, Jono Smith

Author

Carlo Palomino
January 17, 2025

Welcome back to The Friday Fortune! We’re deep into January—the holiday glow has faded, the gym parking lot is mysteriously empty again, and somehow your to-do list keeps growing. But don’t worry, we’ve got just the thing to reignite your creative energy and keep your marketing momentum on track.

Every week, we bring you the brightest marketing insights, stories from bold leaders, and strategies to help you turn “hustle” into “results”—even if you’re on your second cup of coffee just to stay awake through those endless emails.

Here’s what’s on deck this week:

  • A conversation with Make-A-Wish’s Senior Director of Brand Communications and Digital, Jono Smith

  • Why State Farm cancels its Super Bowl ad

  • How to prepare for the upcoming TikTok Ban

📈 Marketer of the Week

If anyone is bringing a mission to life through storytelling, it’s Jono Smith, Senior Director of Brand Communications and Digital at Make-A-Wish America. From his early days in the Clinton White House to becoming a leader in nonprofit communications, Jono’s career is a masterclass in aligning purpose with powerful narratives.

Growing up in San Francisco, Jono credits the city’s rich culture of philanthropy and diversity for shaping his values. This upbringing instilled in him a desire to balance civic service and innovation, ultimately guiding him toward a career that combined his passion for public service with creative leadership. 

At Make-A-Wish, Jono transformed the organization’s storytelling strategy. Upon joining in 2014, his goal was to reframe the brand as one of hope and impact, not mere sadness.

 “A majority of Americans still think Make-A-Wish is a dying wish for terminal children and the mission has evolved beyond that to be inclusive of kids with critical illnesses.”​ Under his leadership, Make-A-Wish shifted from telling one-note stories to showcasing the journeys of kids, donors, volunteers, and families.

The impact is undeniable. With a custom brand equity tracker implemented five years ago, the organization has seen notable improvements in familiarity and donor engagement. Jono and his team have since focused on converting widespread awareness (96% of Americans recognize the brand) into meaningful support by educating donors on the organization’s impact. Their efforts have tripled donor lifetime value, a testament to the power of clear and impactful storytelling.

Today, Jono’s work goes beyond brand communications. His team recently ventured into new territory, like Twitch fundraising at TwitchCon, proving that even nonprofits can embrace bold, creative strategies. Jono’s leadership reflects a commitment to storytelling that inspires and drives change—reminding us all that hope, when communicated effectively, can truly transform lives.

Jono’s Takeaway

Jono’s advice is refreshingly simple. "Be more intention-focused than goal-focused." He challenges conventional wisdom and urges leaders to carve their own paths. His leadership philosophy? Solve problems and keep the mission at the heart of every decision.

To hear more about how Jono and Make-A-Wish are redefining nonprofit storytelling and building a legacy of hope, listen to the full episode of CMO Weekly.

TikTok ban coming January 19th. Brands relying on it are scrambling.

We're seeing a surge in new and current clients doubling down with us.

Why? Because we drive similar engagement, search visibility, and direct traffic.

We bridge the digital-physical gap. People share fortunes at the table, then post on social. They scan QR codes to learn more about brands.

Here's the proof:

Octave launched in a new market (Philly). They started with TikTok ads for about 6 weeks, saw some engagement increase. Then they stopped and switched to OpenFortune:

In just 6 weeks with us, they experienced over 100% search growth in...

→ New users (130%)
→ Returning users (113%)
→ Total users (131%)

People were actively searching for the brand because they'd never seen anything like a fortune cookie ad before.

Key takeaway: Octave did nothing else marketing-wise. This isolated the impact of our strategy vs. TikTok. We crushed TikTok.

If you're looking to reallocate your TikTok budget while still driving engagement, search, organic growth, and social shares, we're here to help.

Book a call here and let’s talk.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team