Goodwill Industries of New Mexico, Case Study

Challenge – Goodwill Industries of New Mexico, like most non profits, does business in a very competitive business landscape, both in terms of soliciting donations from the public as well as generating retail sales to fund their programs and services. And in an ever more-crowded advertising landscape, it can be difficult for a non-profits advertising efforts to reach their target and stand out. Goodwill needed a campaign that could not only grab the attention of a diverse audience, but one that could be developed and executed on a modest, non-profit marketing budget.

Strategies/Tactics – To distinguish Goodwill from other non-profit organizations and to reinforce the brand, we created a campaign: “Goodwillit,” which encourages people to both donate to Goodwill and shop at Goodwill. We developed:

• a brand guide with colors, logos, usage guidelines to ensure consistency
• a clutter-busting television spot
• eye-catching billboards and print ads
• streamlined in-store signage

Results – In the first year of the campaign, Goodwill saw increased donations statewide. The “Goodwillit” campaign was utilized in multiple media all across New Mexico and was integrated into in-store signage, marketing collateral and more, greatly enhancing the organization’s brand.