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