Goodwill OC

Helping Goodwill OC Turn Awareness Into Community Action

Goodwill OC plays a major role in Orange County’s workforce and community support system, but many people still saw the organization mainly as a thrift store. The website needed to make the bigger mission easier to understand and easier to act on. We rebuilt the digital experience so visitors could find job support, understand how donations create impact, and take the next step with more confidence.

A mission-first website that moved more people toward action

Higher donation completion rate
+62%
More visits to job and career support programs
+67%
More people reached the donation experience
+61%

Goodwill OC page “Donate funds to drive a cycle of good” shown over a store interior

Smiling young woman browsing clothes in a Goodwill store

Goodwill page showing impact numbers and a map of locations across North America

Person browsing “The impact of your gift” on a tablet

People knew the stores. They were missing the mission.

Thrift-store perception: Visitors did not fully understand Goodwill OC’s role in jobs, training, and community progress.
Scattered site structure: People had trouble finding workforce programs, donation options, and support resources.
Unclear donor journey: Visitors could donate goods, but the path to deeper financial support was not clear enough.
Hidden impact: The site did not make it easy to see how donations, shopping, and support translated into real outcomes for the community.

Goodwill OC website pages on angled tablets and phones

Make the mission clear. Make the next step easy.

We reorganized the site around the actions people came to take: find support, donate, shop, hire, or learn how Goodwill OC creates impact. The new experience used clearer navigation, stronger storytelling, accessible design, and more direct calls to action so every audience could quickly understand where they fit into the mission.

Person viewing the Goodwill “Ways to make a difference” page on a laptop

Two smiling kitchen workers bumping fists

A clearer website helped more people find support and give back

After launch, Goodwill OC’s website became a stronger bridge between awareness and action. Visits to job and career support programs increased by 67%, helping more people reach the resources tied to Goodwill OC’s workforce mission. The donation experience also became more effective, with 61% more people reaching donation pages and a 62% higher donation completion rate. The result was a site that did more than explain the mission. It helped people participate in it.

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