Is this partnership mutually beneficial?

Make-A-Wish Canada raises funds to grant the wishes of children dealing with life-threatening illnesses – this usually entails some kind of experience, whether that is a vacation for the child and their family, a meet and greet with their favorite actor or artist, or really whatever they choose. Since beginning in the 1980’s, Make-A-Wish has granted 450,000 wishes worldwide. WestJet works with Make-A-Wish to offer flights to these families and support the wishes of these children. WestJet has worked alongside Make-A-Wish since 2007, and has contributed to hundreds of children’s travel wishes. Additionally, the WestJet team goes the extra mile to make the flight experience memorable and unique, by offering the children and their families premium seating, exceptional service, in-flight celebratory announcements and often even the opportunity to sit in the cockpit and meet the pilots. WestJet provides multiple personal stories on their website about previous wishes granted.
This partnership between WestJet and Make-A-Wish is definitely mutually beneficial. While WestJet is able to offer these flights to families and contribute directly to the children’s experiences, Make-A-Wish is able to obtain flights at a reduced rate, so that the funds raised can go towards even further improving the entire wish experience. WestJet uses this partnership to leverage their competitive positioning in terms of corporate social responsibility in an effective and ethical way. In terms of CSR strategies, WestJet’s Cares for Kids contributes to the community without distracting from the environmental hardships caused by aviation companies.
As previously mentioned, WestJet works with Make-A-Wish as a part of their Care for Kids initiative. They also work with a variety of other organizations that focus on children such as Big Brothers and Sisters of Canada, Boys and Girls Club of Canada, Hope Air, Missing Children Society of Canada, Ronald McDonald House, the David Foster Foundation and WE. WestJet is passionate about helping people and acknowledges that the gift of flight provides the opportunity to connect children with loved ones in times of financial hardship or physical health barriers. They make travel possible for children, creating a lasting memory for the children and their families. Another benefit for WestJet is that their employees have the opportunity to create positive memories for children – which creates a sense of meaning for them as well. This helps to contribute to high morale among employees.
Based on the communications on both of the organizations websites, each company seems to be benefitting equally from the partnership. There is no evidence that one benefits more than the other. As well, WestJet offers more than just their services to Make-A-Wish, but also contributes positively to the entire experience.


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