Case Study: Goodwill of the Finger Lakes boosts brand reach and community engagement with Dixon Schwabl

Goodwill of the Finger Lakes boosts reach 2,800% with Dixon Schwabl

The nonprofit retailer Goodwill of the Finger Lakes faced a challenge in expanding community perception beyond its thrift stores to highlight the impact of its charitable work. To improve this perception, they partnered with the vendor Dixon Schwabl for a human-centered communications strategy that included media relations, social media marketing, and community management.

Dixon Schwabl implemented a solution that shifted messaging from traditional outreach to community-driven storytelling, leveraging playful seasonal moments to reintroduce the brand. This strategy built significant trust and advocacy, resulting in a record-breaking store opening and measurable impacts including a 213% increase in media coverage, a 5,000 follower increase, and a 2,800% increase in Facebook reach.

Goodwill of the Finger Lakes