Empowering our Community with the Good News of Goodwill
Goodwill Industries of the Southern Piedmont
For more than 50 years, Goodwill has been serving individuals and families in the Southern Piedmont region of North and South Carolina with 25 retail stores and 30 donation sites. Proceeds from the sale of donated goods fund job training and employment services for individuals facing barriers to employment such as lack of skills, experience or education and criminal backgrounds. To put it into perspective, Goodwill Industries of the Southern Piedmont has provided employment services to more than 12,660 individuals and placed more than 11,000 job seekers in local jobs thanks to donations and purchases from our community.
White began working with Goodwill in 2013 to help increase donations and retail sales, and to educate the general market on their mission. Added to the mix was the need to market multiple aspects of the business to very different target audiences while maximizing a conservative budget and navigating a non-profit structure. White has successfully created partnerships with local news partners in order to organically and authentically educate the community on Goodwill’s mission, spotlight advances in Goodwill’s local services and consumer encourage engagement with the brand on multiple levels from donation to shopping.