HOW GOODWILL® USES SOCIAL MEDIA TO BOOST VISIBILITY AND MISSION AWARENESS SPEAKER

Lauren Lawson-Zilai Director, Public Relations

[email protected] @LaurenLLawson @GoodwillIntl AGENDA • About Goodwill

• Digital presence

• Case studies

• Digital content strategy ABOUT GOODWILL GOODWILL TAKES GENTLY USED ITEMS…

A PAIR OF JEANS A CHILD’S BIKE A BOX OF BOOKS

SPORTS EQUIPMENT HANDBAGS USED COOKWARE …AND TRANSFORMS LIVES. VETERAN TURNS MILITARY EXPERIENCE INTO CIVILIAN JOB OPPORTUNITY

After completing my tour of duty, I returned and began looking for suitable employment. Even though I had experience as an emergency medic, no one would offer me employment because I didn't have a civilian certificate. Goodwill helped me enroll in medical assisting training.

Ashley Call BRAIN INJURY NO LONGER STANDS IN THE WAY OF HER FUTURE

I was kicked in the head by a horse at the age of four, [and] that affects the way in which I retain and process information. After completing a Goodwill Acquired Brain Injury Program, my confidence level increased, I became capable of organizing my thoughts better, and I began to recognize my strengths. I am now employed in a job that I truly enjoy, and for the first time I feel empowered in my life.

Joanna McVicker WOMAN PROVES THAT GOODWILL IS TRULY NOT A CHARITY, BUT A CHANCE

My first job out of high school was as an assistant to a state senator, but I left my position to pursue academic and career interests. Despite my ambition, within a year I found myself as a single, unemployed mother. I felt like a statistic. I decided to make a change. I applied and was accepted to the Goodwill Human Service Employment Ladder Program (HELP). I am now successfully employed. I gained self-sufficiency, independence and happiness in my role as a single mother.

Remy Lawrence “IF I HAD TO DESCRIBE GOODWILL IN ONE WORD, IT WOULD BE ‘OPPORTUNITY.’”

As a recent graduate and sole provider for me and my sister, I was referred to Goodwill’s Vocational Rehabilitation Program. After training for two months, I was offered a full-time position at Goodwill. One of the main reasons I worked so hard was so I could provide for me and my sister. I have been able to rent us an apartment and have helped my sister graduate from high school and begin college. I am also attending college online and working on an associate degree as a medical assistant.

Eureeka Jackson OUR MISSION

Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity and helping people in need reach their full potential through learning and the power of work. ABOUT GOODWILL: OUR IMPACT GOODWILL TODAY

Global network of Goodwill member organizations

• 165 Goodwill agencies in the and with more than 3,000 stores • Presence in 14 other countries: • • • Costa Rica • Italy • • Israel • • Taiwan • • Thailand • Trinidad & Tobago • Korea • Philippines • Finland OUR REACH 165 member organizations

3,000 stores in the United States and Canada

125,000 employees GOODWILL SERVES 26.4 million people

Youth Older workers Veterans and military families Underemployed and unemployed women Underserved communities People with disabilities GOODWILL PROVIDES 89 million services annually

Paid transitional and community service jobs Financial coaching and access to free tax preparation Career development and youth mentoring Volunteer engagement and service A POWERHOUSE ENTITY

229 million sales transactions 87 million donations 4 billion pounds collected WE ARE EFFICIENT

84% of revenue goes directly into programs.

That’s approximately $4.5 billion OUR BRAND IS AN AMERICAN ICON #2 America’s 200 Largest Nonprofits (Nonprofit Times, 2013) #11 America’s 20 Most Inspiring Companies (Forbes, 2014) GOODWILL IMPACT 318,539 People placed into employment last year EVERY 3 SECONDS…

Another person accesses Goodwill opportunities to build careers and strong families. DIGITAL PRESENCE GOODWILL’S DIGITAL PRESENCE • Websites (responsive design) • Apps • Blogs • Social media • Facebook, Twitter, YouTube, Pinterest, LinkedIn, Tumblr, Instagram

• Videos • Email marketing • E-newsletters GOODWILL’S PRIMARY GOALS FOR ITS DIGITAL PRESENCE 1. Increase reach and engagement. 2. Increase influence on public policy. 3. Increase constituent retention (the amount of people coming back to us on our social channels). 4. Increase financial revenue. 5. Increase customer service. ONLINE HUBS: PUBLIC SITE • www.goodwill.org

• Receives more than 1.1 MM visits per month

• Information about Goodwill’s mission, retail and business initiatives as well as the latest news and events BLOGS • My Story Program participant success stories • Bargain Shopping • Up to Some Good Program and service stories • Ask Goodwill Career and financial advice column • Advocate • Home Organization Tips Content from Lorie Marrero MY STORY WWW.GOODWILL.ORG/BLOG/MY-STORY/ANNY-PE PUBLIC NEWSLETTERS/ALERTS

• Automatically distributed to 50,000+ public subscribers across lists

• Content shared across social media networks SOCIAL MEDIA CHANNELS

Facebook Twitter www.facebook.com/GoodwillIntl www.twitter.com/GoodwillIntl SOCIAL MEDIA CHANNELS

YouTube Tumblr www.youtube.com/user/GoodwillIntl http://goodwillintl.tumblr.com/ LOCATOR APP

IOS and Android devices Launched in April 2013 • Updated in June 2015 More than 78,000 downloads • Automatically geo-locate closest Goodwill agencies in U.S. and Canada

• “Favorite” locations

• Blog content

• Donation Impact Calculator http://www.goodwill.org/apps/ CASE STUDIES LABOR DAY 150 JOBS CAMPAIGN #150Jobs Campaign Dates: 08/28/12 - 09/03/12 Impressions: 4,028,548 Mentions: 548 PARTNERSHIP WITH UBER • #UberSpringCleaning 2015

• 50 cities

• 5,600 donors, 250+ lb. of goods

• 5,800 mentions, more than 80 percent on Twitter, 30 million+ reach

• More than 630 million media impressions MILLENNIAL ENGAGEMENT Millennials prefer active engagement in cause campaigns: • Volunteer their time • Cause-support purchasing • Encourage others to support a cause, and participate in fundraising events. HALLOWEEN TACTIC HALLOWEEN LOOK BOOK HALLOWEEN COSTUME POLL DIGITAL CONTENT STRATEGY KNOW YOUR AUDIENCE(S) KNOW YOUR CHANNELS Who’s Using Them on Your Who’s Using Them Broadly? Existing Channels?

http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ International Facebook Insights Snapshot MAP AUDIENCES TO SOCIAL CHANNELS

Channel mapping overview from GII content strategy

Snapshot of internal-facing mapping document MONITORING TOOLS WHAT to Measure

PR & Marketing Marketing PR Interactions per Mille Conversions Listening Response Rates Sentiment Key Influencers Follower sentiment Mentions Fan growth (Reach) CTR Share ratio MAKING INFORMED DECISIONS • Played to people’s egos

• Aligned with business goals

• Practical and simple OBSERVATIONS > GUIDELINES

Simple Intuitive

Practical Useful

Play to people’s egos Personal Q &A THANK YOU!

Lauren Lawson-Zilai Director, Public Relations Goodwill Industries International [email protected]