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SickKids Hospital and Dairy Queen: Miracles from Treats?
The SickKids Foundation, the fundraising arm of the Hospital for Sick Children in Toronto, Ontario, works with Dairy Queen and the Children's Miracle Network on an annual event called Miracle Treat Day. On that day, proceeds from Dairy Queen Blizzard sales are donated to children’s hospitals across North America. But the cause-related marketing program has had unequal success: the amount raised in Toronto is less than what is raised in many other Canadian municipalities. The associate director of the Children's Miracle Network at the SickKids Foundation has challenged her team to figure out why this is happening and what they can do to improve the performance of the initiative.