Case Study: Goodwill Industries International achieves 43% lift in donation center visits with GroundTruth

How Goodwill gathered audience insights and spiked nationwide donations

Goodwill Industries International needed to raise local brand awareness to drive donations nationwide, so it partnered with GroundTruth and its location technology. GroundTruth used Audience Targeting, Location Targeting and Data Offerings to identify and engage mobile audiences most likely to donate, focusing efforts by location and demographic.

GroundTruth implemented Location Targeting, Audience Targeting and Dynamic Fencing to reach donors near Goodwill stores and prioritized Hispanic audiences who were identified as 60% more likely to visit. The campaign directly inspired about 13,600 additional donation center visits — a 43% lift in store visitation — demonstrating measurable impact on donations and foot traffic.

Goodwill Industries International

Jim Gibbons

President and CEO