How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion Show

by Kimberly Smith
Case study published on 2/12/2008

Goodwill Industries receives generous donations of clothing, many in good shape and by popular brands, but is perceived as a purveyor of low-quality, outdated merchandise. With a social-media marketing campaign, the nonprofit was able to change that perception and connect with young professional women who buy vintage clothing.