Goodwill

Helping Goodwill turn a transactional website into a clearer path to impact

Goodwill.org helps millions of people find stores, donation centers, career resources, and ways to support the mission. But most visitors came for one quick task and missed the bigger story: shopping and donating fund job training and community programs. We rebuilt the experience so people find what they need faster and see how they help.

A clearer website experience that increased high-intent actions

Increase in tracked key events
3.9K%
Increase in form submit events
42%
Total users post-launch
1.47M

Goodwill “Ways to make a difference” page on a laptop on a small round table

Smiling shopper holding a Goodwill bag outside a Goodwill store

Goodwill pages: “Declutter your space. Change the world.” and where your donations do more

People knew Goodwill. They did not always understand its full impact.

Thrift-first perception: Many visitors saw Goodwill mainly as a place to shop or donate goods, not as a nonprofit network supporting jobs, training, and local communities.
Complex organization structure: Users did not care how national and local Goodwills were organized; they just needed fast answers and the right local resource.
Transactional user journeys: Most visitors came to find a store, donation center, or career center, then left before seeing the broader mission.
Buried impact story: Goodwill needed a clearer way to connect retail, donations, workforce development, sustainability, and community impact in one experience.

Goodwill website pages on angled phones and tablets

Making the mission clear without slowing down the task

We organized the experience around Goodwill’s key audiences: shoppers, goods donors, job seekers, financial donors, and partners. The site needed to help each visitor take action quickly, whether that meant finding a location, locating a career center, shopping online, making a donation, or learning how Goodwill creates impact. At the same time, we connected those actions back to the bigger story of local workforce support, sustainability, and community progress.

Goodwill mobile page “Give today, change tomorrow” with donation amounts

Goodwill team member unloading a donation box from a car

More people reached the site and took meaningful action

After launch, Goodwill saw a 42% increase in form submit events. Total users also grew to 1.47M, up 16% compared to the previous period. The new site did more than bring in more visitors. It gave people clearer paths to local resources, donation actions, and mission-focused content, helping turn a high-traffic website into a more useful platform for community impact.

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