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Goodwill Community Foundation

Challenge

Dennis McLain, founder and visionary of Goodwill Community Foundation, was looking for a nimble ad agency to help him brand his new concept. His goal was to create an online learning platform that would give ordinary people a chance at lifelong learning free, wherever they are, and no matter their circumstances.

Tactics

Using "Good" and "Will" paper doll cut-outs, GCF started the branding process in 2000, and launched GCF LearnFree, an online learning tool that can be accessed anywhere in the world, at any time, and it is absolutely free, with no strings attached. The funding for this venture comes from the donated goods that are sold at 41 Donation Centers and stores across Eastern North Carolina. Martin currently provides:
 

  • Media planning and placement
  • Public Relations and Crisis Communications
  • Television and Radio Production
  • Digital Marketing
  • Social Media
  • Research and Analytics

Results

Goodwill Community Foundation (GCF®) continues to be a leader in an era of change by providing the training required for the emerging world where technology is integrated into everyday life. The mission of GCF® is to create and provide education, employment and life enrichment opportunities regionally, nationally and internationally for people who desire to improve the quality of their lives.

 

A Durham-based tax-exempt organization, GCF® provides employment, fresh produce, volunteer opportunities, support to youth organizations, and disaster relief efforts. GCFLearnFree.org and GCFAprendeLibre.org have provided free lessons for people in North Carolina since 2000 to improve their technology, math, and English skills.

 

All GCF programs are funded through revenue generated from the value of donated items to 41 Goodwill Community Foundation stores throughout eastern North Carolina. GCF® employs more than 400 people who earn an average of $20 per hour with benefits at these stores. For more information on GCF®, visit http://www.GCFGlobal.org.

GCF gif GCF Logo