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Goodwill Industries International Donate Movement

Telling the story of an international movement

The Issue

Goodwill, the world’s second largest non-profit organization, launched the Donate Movement in 2010. As the effort progressed, the opportunity to showcase the many successes throughout the first year was required. Although there were many successes, such as five national brands working to promote and inspire consumers to accept the Donate Movement throughout the year, Goodwill was having difficulty encouraging many of its agency stores to get behind the effort.

The Strategy

Developed as a motivational tool and takeaway for the 2011 Delegates Assembly, the first Donate Movement report was produced. Targeting the CEOs of the Goodwill network, the printed piece detailed the successes, but also showcased how the Donate Movement was supporting the regional effort. Through stories that explained benefits to individual stores and the region, CEOs were shown the expansiveness of the movement. A video showcased the movement in an up-tempo, professional manner and asked the question – “How much is a pair of jeans really worth?” which went on to highlight the commitment of the five national partners and detailed how Goodwill turns donations into jobs.

The Results

Unveiled to 300+ CEOs at the annual Delegates Assembly to rave reviews, the printed piece was distributed to each participate and delegate onsite and to those unable to attend. The piece was also shared with existing and potential partners to help grow the Donate Movement. The Donate Movement video was requested by many of the Goodwill CEO’s in attendance at the meeting as well. Final statistics on the development of these pieces are ongoing.