Rebranding an Institution
What do you do when your brand is so well established it becomes synonymous with its category? Goodwill Industries of the Upstate/Midlands called on Riggs Partners to help solidify donor support in an environment of growing competition. Our counsel? Move consumer intention from “Let’s ‘goodwill’ it = give it to any charity” to “Let’s give it to the organization that will get the most out of it: Goodwill.”
1. Tell the brand story.
Guided by the principle of thrift, Goodwill has developed a highly efficient process to extract the most value from every donation received. They demonstrate this commitment to wisest use by devoting 92 cents of every dollar spent directly to mission. We developed new messaging to position Goodwill as the ultimate give, based on this insight: Nobody gets more out of it than Goodwill.