On a mission to do good & drive social engagement.
Goodwill’s network of community donation centers helps jobseekers the world over connect to career services and training that can change the trajectory of their lives.
The problem? Most people aren’t quite sure how Goodwill operates, or what programs their dollars fund. Our work on social media amplifies Goodwill’s mission for the next generation.
Memes meant for sharing.
With a strategic focus on relatability for Gen Z audiences, these lofi memes modernize the brand by showing up during culturally impactful moments and creating opportunities to subtly incorporate the Goodwill mission.
Average Engagement Rate in 2024
8.40%
4.41%
6.38%
Intentionally effortless. Always aesthetic.
Natural imagery with typography and doodles embrace scrapbook nostalgia, while conversational and quippy captions strengthen brand affinity among younger audiences.
+ 50,000 new followers in 2024
Engaging and conversationally relevant.
With an older Millennial and Gen X audience on Facebook, there’s an opportunity to build community by asking engaging questions and inviting users to share their thrifting content in the comments. This provides more opportunities to guide conversations around Goodwill and its mission, while strengthening existing bonds.
Forging deeper connections and mission awareness.
By personalizing Goodwill’s welcome strategy with a multitouch journey for each audience—job seekers, thrifters, and donors—we strengthened customer relations while driving crucial awareness for its core mission of workforce development.