Case Study
Goodwill of Delaware
and Delaware County
Goodwill Industries of Delaware and Delaware County, Inc. is a mission-driven nonprofit dedicated to helping individuals achieve greater independence and success. As part of the larger Goodwill Industries International network, the organization is best known for its retail stores, but its impact goes far beyond that. Locally, Goodwill supports workforce development, re-entry programs, employer services, and training opportunities that help individuals overcome barriers to self-sufficiency.
In 2021, as the Delaware and Delaware County chapter approached its 100th anniversary, the organization teamed up with us to create a new website that reflected the full scope of its mission.
Scope of Work
- Content Strategy & Copywriting
- Website Design & Development
- E-commerce Integration
- Press Releases
- Social Graphics
- Postcard Design
Bringing the Full Mission into Focus
Approaching its 100th year of service, the organization saw an opportunity to expand how people understood its work. The goal was to highlight programs like workforce development and employer partnerships alongside its well-known retail operations. Goodwill needed a modern website that was easy to navigate and spoke to a wide range of audiences, including donors, job seekers, employers, and shoppers. The site also had to support e-commerce and online donations, integrate with their QR code system for both financial and in-kind giving, and scale to meet future growth.
Connecting Goodwill’s Work to Delaware’s Communities
Our design approach blended Goodwill’s recognizable brand with a fresh, locally inspired look that reflects its impact across Delaware. We used Goodwill’s signature blue with complementary shades of blue and light yellow pulled from Delaware’s state colors, creating a palette that feels both familiar and uplifting.
Photography and visual storytelling focused on the people behind the mission—the individuals and communities that Goodwill of Delaware and Delaware County supports every day. The result is a site that feels approachable, authentic, and rooted in the local community.
On the technical side, we integrated Stripe to accept online donations, connected the site to Goodwill’s e-commerce platform, and linked it with their goods donation QR code system for easy access to giving and services. The navigation was designed to be intuitive and serve multiple audiences, including donors, job seekers, employers, and shoppers.
To support the launch, we developed a multi-channel rollout campaign that included email marketing, press releases, blog content, social graphics, and printed postcards to drive awareness and community engagement.
Building Momentum for the Next Chapter
Since launching the redesigned site, Goodwill of Delaware and Delaware County has seen continued growth in its workforce development programs and community partnerships. The new site has strengthened their ability to connect with donors, shoppers, employers, and job seekers, reinforcing the organization’s mission and expanding its reach.
As Goodwill’s work evolves, our partnership continues through ongoing maintenance, content updates, and digital support to ensure their online presence grows alongside their impact.
