Blogs, Marketing, Social Responsibility
Dec 24, 2007
Steve Petersen
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Blogging Goodwill Fashion

Every once in a while we like to point out how non-profits and charitable causes can harness the Internet to better achieve their goals, and this post highlights the successful efforts of Goodwill of Greater Washington using a blog — about fashion.

True, Goodwill is about community development projects like job training for lower income folk and sales from used and thrift clothing helps fund such programs, but fashion is not one of the organization's main concerns. 

However, it understands that Napoleon Dynamite and others find cool second-hand threads at thrift shops to don.  These hipsters frequent thrift stores since they know that the fine line between "thrift" and the more haute couture adjective "vintage" is razor thin — price.  Further, many high end boutiques buy some of their stock at places non-profit second-hand stores and jack up the price.  Why can't organizations like Goodwill cash in more on "vintage" as well?

To counteract this trend, Goodwill here in DC hired Em Hall to write the DC Goodwill Fashion Blog in order to attract more customers to the stores.  Through this blog she spotlights (and, dare I say, markets) trendy items found on the racks and even auctions off higher quality and more haute items.  In some cases, these items fetch a far higher price through the on-line auction than a transaction in the store.  Thus, Goodwill gets more money to devote to its community projects.  In fact, Goodwills in other parts of the country have approached Ms. Hall to try similar blogging ventures.

This is a creative way that a non-profit organization has used a blog, and the best part of it is that blogging is cheap and easy.  But it does require some creativity and, in this case, a good sense of fashion.

Hat tip: Rachel Martin and Win Rosenfeld of NPR's The Bryant Park Project.

  • http://www.LA-Story.com Stevie Wilson

    thanks for the 411 on this Goodwill blog. I do shop and talk about shopping vintage and second hand stores because they are a great way to get clothes for seriously less money. Having purchased 2 dresses for black tie events at a thrift store (plus jeans, tops, belts, etc) as well as donated has me a real believer

  • http://www.LA-Story.com Stevie Wilson

    thanks for the 411 on this Goodwill blog. I do shop and talk about shopping vintage and second hand stores because they are a great way to get clothes for seriously less money. Having purchased 2 dresses for black tie events at a thrift store (plus jeans, tops, belts, etc) as well as donated has me a real believer

  • http://www.dcgoodwill.org Brendan Hurley

    I was pleased to find your comments about Goodwill of Greater Washington’s fashion blog.

    Our goal with the blog and the integrated social media strategy including the virtual fashion show, social networking and e-commerce sites, is to try and change the perceptions of fashion shoppers who don’t think of Goodwill as a shopping option. How many other retailers can offer both vintage and contemporary fashion at extremely reasonable prices, with each sale also providing someone in our community with hope, dignity and independence? We believe this strategy will ultimately lead to an improved image of Goodwill stores, resulting in more revenue to fund our job training programs while also increasing the level of understanding of Goodwill’s mission. Em Hall is an excellent writer and fully understands the Goodwill vision. One website (customizedgirl.com) even ranked the DC Goodwill Fashion Blog as the second best fashion blog in the entire country! We have an excellent marketing team at GGW that understands the best way to change perceptions is through engagement and dialogue.

    This campaign was only launched six months months ago but is already showing significant results. Thanks for sharing your thoughts. We’re glad that you see our vision, and we appreciate your support!

    Brendan Hurley
    Senior VP, Marketing & Communications
    Goodwill of Greater Washington

  • http://www.dcgoodwill.org Brendan Hurley

    I was pleased to find your comments about Goodwill of Greater Washington’s fashion blog.

    Our goal with the blog and the integrated social media strategy including the virtual fashion show, social networking and e-commerce sites, is to try and change the perceptions of fashion shoppers who don’t think of Goodwill as a shopping option. How many other retailers can offer both vintage and contemporary fashion at extremely reasonable prices, with each sale also providing someone in our community with hope, dignity and independence? We believe this strategy will ultimately lead to an improved image of Goodwill stores, resulting in more revenue to fund our job training programs while also increasing the level of understanding of Goodwill’s mission. Em Hall is an excellent writer and fully understands the Goodwill vision. One website (customizedgirl.com) even ranked the DC Goodwill Fashion Blog as the second best fashion blog in the entire country! We have an excellent marketing team at GGW that understands the best way to change perceptions is through engagement and dialogue.

    This campaign was only launched six months months ago but is already showing significant results. Thanks for sharing your thoughts. We’re glad that you see our vision, and we appreciate your support!

    Brendan Hurley
    Senior VP, Marketing & Communications
    Goodwill of Greater Washington

  • http://thriftstorelove.com/2008/01/03/news-goodwill-fashion-blog/ thriftstorelove.com » Blog Archive » News: Goodwill Fashion Blog.

    [...] Click here for the full post, and here for the DC Goodwill blog. [...]

  • http://www.epolitics.com/2008/01/03/quick-hits-january-3-2008/ e.politics: online advocacy tools & tactics » Quick Hits — January 3, 2008

    [...] Blogging Goodwill Fashion Creative online nonprofit marketing. [...]

  • http://www.aavaa.org/ LIFESTYLE BLOG

    goodwill is number one as i think . I do shop and talk about shopping more.

  • http://www.earthgen.com/ EARTHGEN SCIENCE & TECHNOLOGY

    This campaign was only launched six months months ago but is already showing significant results. Thanks for sharing your thoughts. We’re glad that you see our vision, and we appreciate your support!

  • Anonymous

    Nice style i like it & I also try this style

  • Anonymous

    Nice style i like it & I also try this style

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