Audacious Impact: Luciano Manzo of Make-A-Wish International On Leading An Audacious, Visionary, Impact-Focused Program

In an era where social and environmental challenges are increasingly pressing, certain organizations stand out for their bold and innovative approaches to creating meaningful impact. These trailblazing organizations are not just meeting the status quo but are setting new standards for what can be achieved through dedicated, impact-focused programs. What does it take to pioneer such transformative initiatives, and what can others learn from their successes? I had the pleasure of interviewing Luciano Manzo.

Luciano Manzo is the President and CEO of Make-A-Wish International, leading a global network that grants life-changing wishes for children with critical illnesses in nearly 50 countries. He previously held senior leadership roles across five continents, including serving as CEO of Experian EMEA, and worked with the World Bank and private equity firms on major international projects. Before becoming CEO, Luciano served as a volunteer board member for Make-A-Wish International, where he led the Governance Committee and was appointed Vice-Chair; in 2025, he was awarded European CEO of the Year by EU Business News.

Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you share a bit about your background and what has led you to your current role?

I’ve always been passionate about creating meaningful impact, whether in the corporate world or through social initiatives. After years of leading global teams and driving growth in complex markets, I wanted to apply that experience to something deeply human — helping children and families during their most challenging times. My involvement with Make-A-Wish International as a volunteer board member gave me a front-row seat to the impact of a wish, and that experience inspired me to take on the role of President & CEO. Today, I feel privileged to lead an organization where every decision is guided by purpose and the belief that hope can truly change lives.

What inspired you to start or join your organization, and what is its core mission?

As CEO of Make-A-Wish International, my inspiration to join this incredible organization stemmed from a profound belief in the transformative power of hope and joy in the lives of children facing critical illnesses. Witnessing the resilience of these children and their families, I realized that a wish isn’t just a moment of happiness — it’s a spark that ignites strength, provides comfort, and fosters dreams during challenging times.

The core mission of Make-A-Wish International is to grant life-changing wishes to children with critical illnesses. We believe that a wish experience can give these children the courage to cope with their health challenges and instil a sense of optimism that can positively influence their lives and those around them. Our commitment goes beyond granting wishes; we aim to create a community where hope thrives and where every child has the opportunity to dream big. Together with dedicated volunteers, supporters, and

healthcare partners, we strive to make each wish a memorable experience that can inspire not only the child but also their families and communities.

Being part of this mission is not just a role for me; it is a calling that fuels my passion and dedication every day. I am consistently inspired by the resilience we see and the powerful impact that our wishes have on these brave children and their families.

Could you tell us about your journey in the industry and any significant experiences that have shaped your approach to impact-focused programs?

One of the most defining experiences was meeting families who shared how a wish gave their child renewed strength to keep fighting; how it restored their childhood and brought hope to the whole family at such a difficult time. It taught me that impact isn’t just about numbers — it’s about deeply human experiences.

One wish father I met recently in Dublin shared with me that, although the time of diagnosis and treatment was the hardest period his family had ever faced, those memories have faded. What remains vivid is how the wish made them all feel — the happiness, the laughter, and the sense of togetherness that carried them through. That is the lasting impact of a wish.

That perspective shapes everything we do: we measure success not only in wishes granted but in the lasting hope and joy we bring to families.

Can you describe your company’s mission? Does your organization solve societal problems? If so, tell us how. What customer problems are you solving?

As mentioned above, our mission is to grant life-changing wishes for children with critical illnesses. We address a profound societal need: helping families navigate the most difficult time of their lives. When illness overshadows childhood and life becomes dominated by treatments and hospital visits, Make-A-Wish steps in to restore what illness takes away — giving children and families the chance to feel seen, dream beyond the diagnosis, and rediscover joy. A wish provides emotional relief, resilience, and hope when everything feels uncertain. It’s a powerful complement to medical care and a reminder that childhood should be about more than illness.

As part of the global Make-A-Wish movement — which includes Make-A-Wish International’s Affiliates and Licensed Territories and Make-A-Wish America with its Chapters — we have collectively granted more than 615,000 unique and transformative wishes to date. Each wish represents a profound and lasting impact on a child and their family, bringing hope and strength when they need it most.

Do you have a big hairy audacious goal for your organization and its impact on the planet?

Yes. Our bold goal is to grant 50,000 wishes per year by 2030 — more than double what we grant today. Every 25 seconds, somewhere in the world, a child is diagnosed with a critical illness and becomes eligible for a wish. That reality drives our ambition. To achieve this, we’re expanding into new territories, strengthening our global

network, and leveraging technology to reach more children efficiently. This isn’t just about numbers — it’s about ensuring every eligible child experiences the transformative power of a wish. The world needs hope, and we are ready to deliver it.

Can you describe one of the most audacious impact-focused programs your organization has pioneered? What was the inspiration behind it?

One example is our Global Expansion program, which focuses on bringing Make-A Wish to countries where we previously had no presence. The inspiration was simple: every child deserves hope, regardless of geography. This program has allowed us to establish Affiliates and Licensed Territories in new regions and partner with local communities to make wishes possible. From 2023–24 we welcomed Make-A-Wish Kingdom of Saudi Arabia, Make-A-Wish Ecuador, and Make-A-Wish Indonesia to our network. Then in 2025 we celebrated first Licensed Territory in Africa with the launch of Make-A-Wish Tanzania and expanded our presence in Asia with the launch of Make-A-Wish Sri Lanka.

What were the biggest challenges you faced while developing and implementing this program, and how did you overcome them?

The biggest challenge was building trust and infrastructure in new countries. We overcame this by partnering with well-established and respected local organisations that align with our child-centered mission, ensuring cultural sensitivity and creating sustainable funding models. Collaboration was key — we couldn’t do it alone.

Tell us how your program has been received by customers. What struggles have you had generating customer interest? Please share what successes you’ve had with customers.

When we talk about how our program is received, it’s important to distinguish between two groups: the children and families we serve, and the donors who make our work possible. For families, the impact of a wish is profound and lasting — they consistently tell us it brings hope, resilience, and joy, when they need it most.

For donors, the challenge is different. It’s not always easy to convey the full impact that wish granting has on children with critical illnesses and their families. Some donors prioritize causes they see as having a more direct link to health outcomes, which means we need to clearly demonstrate why wishes matter.

To address this, we invested in comprehensive Theory of Change research, which demonstrates that wishes have measurable, lasting effects on the physical, psychological, and emotional well-being of children and their families. This evidence based approach reframes wishes as a vital part of holistic care, complementing medical treatment and improving quality of life.

Since sharing these findings, we’ve seen a significant shift in perception among donors and partners. Engagement has grown, collaborations have strengthened, and support has increased. Families continue to affirm what the research shows: wishes change lives in ways that endure long after the moment itself.

How do you measure the customer success, business success and impact of your programs? Can you share any specific metrics or outcomes?

We measure success in two ways: the impact on the children and families we serve, and the strength of our organisation. According to our Theory of Change research, 98% of wish children and their parents agree that a wish is important for every child living with a critical illness. Families consistently share that wishes bring hope, strength, and joy during the most challenging times, and research shows that wishes can improve quality of life and even influence treatment adherence.

From an organisational perspective, we have seen significant growth. Over the past five years, we’ve increased the number of wishes granted from 11,581 in 2020 to more than 16,000 last year — a 40% increase. In the same period, our enterprise income has more than doubled, reflecting the trust and commitment of donors and partners worldwide

How do you ensure that your programs are sustainable and scalable over the long term?

We focus on strong partnerships, diversified funding, capability building and volunteer engagement. Sustainability comes from building local capacity and capability, and empowering communities to own the mission.

What are your “5 Things You Need To Bring An Audacious Idea to Fruition”? If you can, please share a story or example for each.

1. A Clear Purpose — Know why you’re doing it. For us, it’s about hope for every child.

2. Collaboration — Big ideas require partners. Our sustainable model relies on local alliances and supporter relationships.

3. Adaptability — Every country is different; flexibility is essential.

4. Persistence — Challenges will come but when you have a clear purpose, giving up is not an option!

5. Storytelling — Share the impact. Human stories of impact, resilience and hope inspire donors, volunteers, and communities to join you.

What piece of advice would you give to other organizations looking to pioneer their own impact-focused programs?

Start with the “why.” If your purpose is clear and compelling, it will guide every decision and attract the right people to your mission.

Can you share a story of someone who has inspired you in your journey?

Every wish story is special. But one that’s particularly special to me is that of Claudia, a 6-year-old from Italy, who had spent months in treatment for acute lymphoblastic leukemia. Life after chemotherapy was still full of limitations — no crowded places, no playdates — and she longed for freedom. When Make-A-Wish volunteers visited, Claudia shared her greatest wish; to fly like a butterfly.

Why a butterfly? For Claudia, butterflies symbolized freedom and lightness — everything she missed during her illness. She wanted to feel that sense of soaring and happiness again.

On her birthday, that dream came true. Volunteers created a magical butterfly-themed celebration with decorations, treats, and even a makeover to transform Claudia into a butterfly. With a special zipline setup, she soared through the air again and again, her fears melting away.

The wish experience was filled with laughter, music, and tears of joy. For Claudia and her family, it wasn’t just a wish granted — it was a moment of pure happiness and a new beginning.

How can our readers further follow your work or your company online?

Visit worldwish.org or follow Make-A-Wish International on LinkedIn, Instagram, and Facebook at @makeawishintl.

This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!