Since the beginning of 2020, Make-A-Wish Netherlands and Fresh Forward have entered into a partnership. We see opportunities to apply the concepts that Make-A-Wish developed for the corporate market to our own clients. Make-A-Wish can again use Fresh Forward's knowledge, tools and working methods.
"Through a mutual relationship we came into conversation," says Hanneke Verburg, general manager of 
Make-A-Wish. 'And it clicked. On a personal level, but also in what we envision for business. Fresh Forward supports companies in developing strategic visions. Their approach is geand business, but a creative one, based on desire, connection and the power of together. This is where we find each other. Companies increasingly have the desire to do good; therefore, we also increasingly seek the business market. Not by holding up our hand, but by adding value. In the form of Business Challenges and Wish Teams in the company, for example.'
Carlo van Kessel, partner at Fresh Forward: "Companies knock on our door looking for their desire, the meaning of the organization. That's where Make-A-Wish's concepts can help. When I first heard of the Business Challenge heard, I thought: this is not just about making wish fulfillment possible, but also about the connection, doing it together with your colleagues: strong together. A Business Challenge contributes to the humanization of an organization and Make-A-Wish knows how to shape this professionally.
Fresh Forward has agreed to assist Make-A-Wish with knowledge and tools in the near future. The first joint project will be the Wish Talk planned for this fall. Van Kessel: "The Wish Talk must become much more than a lecture. Our intention is to bring two generations together and connect them around the theme of a desire to do good. The CEOs of companies and their Generation Z children, children born after 1995. How we do this, we are keeping to ourselves for now.'
Van Kessel also believes that companies can learn from the Wish Journey. 'In the Wish Journey to wish fulfillment, you have the child in mind, which is the dot on the horizon. Without making concessions. That still happens too little in the corporate market.' Verburg recognizes a lot in the way Fresh Forward puts the customer in the strategic process includes. 'Actually, every customer should be on Wish Journey. What Fresh Forward does is a bit like that. They don't sit behind their desk, but really take the client into the creative process. Van Kessel: 'Looking for a desire that gives direction, energy and connection.'
Hilversum, March 17, 2020
