Goodwill of Greater Washington used social media and fashion-focused content to reach a new, younger audience and change perceptions of Goodwill shopping. They focused on fashion through a social media strategy that included a DC Goodwill Fashion Blog and integration across Wordpress, Facebook, Twitter and other channels. This drove over $1 million in revenue, converted 7.6% of blog visitors to online shoppers, and significantly increased awareness of Goodwill's mission at a low cost.

1. Social Media on a Shoestring: A case study on how Goodwill of Greater washington used new media and fashion to reach an untapped audience

2. How can Goodwill of Greater Washington (GGW) successfully reach a new audience and reposition its retail stores without creating an additional burden on limited resources? Problem Statement

4. Why Fashion? Social Media & Blog Content FASHION! Point of engagement (They want fashion, we have fashion) Interests of Stakeholder (Young fashion influencers) - Inexpensive vintage & contemporary fashion Interests of Organization (Goodwill) - Drive more traffic; sell more product

6. The DC Goodwill Fashion Blog

7. Fashion of Goodwill website