Goodwill of the Finger Lakes A PR playbook for purpose-driven retail
While many know Goodwill of the Finger Lakes for its thrift stores, not as many realize the impact those dollars make beyond the register. To expand this perception, Goodwill needed a clear, human-centered communications strategy that spotlighted how each purchase helps fuel programs, services and lives for the better.
Services
- Media relations
- Social media strategy + marketing
- Community management
- Paid media
This nonprofit retailer needed a human PR strategy to improve community perception.
Goodwill turned the tide by shifting from traditional messaging to community-driven storytelling. Through a blend of PR and social engagement, the organization built trust, rallied support and saw record-breaking results—including its most successful store opening weekend ever.
Results
- 213% increase in media coverage
- 5K increase in followers over 12 months
- 2,800% increase in reach on Facebook
- 100% increase in social media post engagement
Community engagement helped spark conversation and boost brand advocacy.
To get there, the campaign leaned into playful, timely moments like Halloween and back-to-school to invite shoppers in and reintroduce Goodwill of the Finger Lakes as “more than just a store.”
Still images of seasonal non-profit media coverage.
Social media posts of seasonal non-profit media coverage.
A record-breaking store opening earned media attention.
The Greece Ridge store’s grand opening was the best opening weekend in Goodwill history, with more than 300 people lined up before the doors opened on February 28, 2025.
Photography of non-profit store ribbon cutting ceremony.
Store opening media coverage shown on mobile phone screens.
Non-profit education helped shift perception.
Content highlighted that 90¢ of every dollar given to Goodwill is invested into community resources and services, sparking educational conversations and shifting perceptions. With the right strategy, transparency became a powerful tool, and the community became the messenger. Engagement on social proved that, when armed with the right information, your brand advocates are your greatest assets.
Still images of timely non-profit media coverage.
Scrolling web page featuring timely non-profit media coverage.
PR leveraged positive positioning to create award-winning thought leadership opportunities.
With a growing foundation of community support, Goodwill was able to leverage its positive positioning through thought-leadership opportunities. CEO spotlights and in-depth features earned further PR praise, setting Goodwill up for future momentum.
PR coverage of non-profit retail CEO.
Key Elements
- The most successful opening weekend in Goodwill history
- Significantly increased market reach
- Paid media performance over benchmarks