Case Studies
client: Goodwill Industries of Middle Tennessee, Inc.
Creative Campaign Illustrates that the Donation Cycle Works
capabilities/industry: Advertising | Broadcast & Video | Collateral & Print | Corporate & Internal Communications | Interactive & New Media | Fashion & Retail | Non-Profit
Goodwill Industries of Middle Tennessee, Inc. regularly fields questions from current and potential donors asking why they should donate items to Goodwill when the organization “just turns around and sells those items at Goodwill Stores?” While Goodwill does sell the donated items at its stores, the profits from the sale of items fund Goodwill’s true mission: To provide job training and placement for people with barriers to employment. Goodwill leadership believes donations and the public’s goodwill increase if potential donors better understand the role donations play in the lives of those ultimately finding work through Goodwill. Goodwill partnered with DVL to create a television, website, outdoor, poster and calendar campaign to both generate donations and communicate the organization’s true mission. The “What You Give Me” campaign creatively illustrates how the donation of the simplest items – a cup, a chair, a shoe – allows a handicapped person to earn a living and fulfill dreams of work, getting married, or buying a home.
results: Goodwill reports the campaign has significantly improved donations and served as a powerful morale booster for the organization’s workers. The campaign has proven so effective for the organization that it extended the ad buy, and DVL was commissioned to produce an additional series of spots in this campaign for the next two years.
