Goodwill
CLIENT
background
Northwest Ohio Goodwill (NWO Goodwill), a regional leader in workforce development, faced a critical problem: although its services impact thousands, the organization struggled to articulate the emotional essence of its purpose which created a chasm between its operational mission and the target audiences. This problem hampers deeper engagement and its ability to dominate recall with the Northwest Ohio donor community.
SCOPE OF PROJECT
Strategy
Messaging
Branding & Identity Design
Graphic Design
Video Production
the challenge
Due to its expertise in strategy and creative development, the Northwest Ohio Goodwill leadership trusted the strategic vision and creative prowess of VOXHUB to:
- - Modernize Goodwill's image
- - Strengthen the connection between donors and NWO Goodwill
- - Clarify Goodwill's mission to the public
- - Increase unaided brand awareness
- - Boost donor engagement and loyalty
insights
The Power of Perception - Research Phase Highlights:
VOXHUB embarked on an extensive exploration, conducting over 400 donor surveys, six engaging focus groups, and dynamic internal workshops. The findings revealed a resounding desire for greater engagement with NWO Goodwill.
While donors expressed heartfelt altruism toward various causes, critical insights indicated that factors such as convenience, cleanliness, and warm, friendly staff were equally important as the organization's mission. The most compelling reasons for donating to Goodwill included:
- - Convenient locations
- - The staff takes excellent care of donations
- - Donations positively impact the community
- - Friendly staff
response
VOXHUB's Creative Strategy
In light of findings that highlighted Generation Z’s increasing passion for philanthropic giving, VOXHUB crafted a dynamic, multi-generational campaign designed to resonate across diverse audiences. This vibrant campaign blended humor, emotional connections, mission alignment, and memorable brand recall.
Campaign Theme:
- - "You've Got the Goods!"
- - Unified and anchored by the mission-driven tagline:
- - “Donate Goods | Create Jobs | Elevate Community”
results
Post-Campaign Research
The results of the campaign were outstanding:
- - 86% of Ohio donors said the campaign strengthened their perception of NWO Goodwill.
- - 85% agreed that the campaign represented them well.
- - 61% of donors said it strongly represented their values.
- - 75% reported that the campaign made them more likely to donate.
