Case Study: Telling Goodwill’s Story Beyond the Store
How JG Social helps Goodwill San Antonio connect transactions to transformations through strategic public relations
and communications
When Goodwill San Antonio partnered with JG Social, the nonprofit organization was making an intentional shift in the way it communicated with the community. The goal was to move from transactional content to transformational storytelling, helping people understand that Goodwill is much more than a store.
Retail plays a vital role in the organization’s operations, but what many don’t realize is that every donation and purchase at a Goodwill store helps fund life-changing career training, employment placement services, and job opportunities throughout Goodwill San Antonio’s 24-county service area.
JG Social developed and executed a strategic public relations and communications strategy that increased awareness of Goodwill’s mission of Changing lives through the power of work by highlighting its workforce development programs, retail operations, sustainability initiatives, and community impact.
Over the course of a year (2025), that strategy generated more than $1.1 million in calculated publicity value, expanding Goodwill’s visibility across television, print, and digital media, and strengthening public understanding of the organization’s impact throughout the region.
The Challenge
Goodwill San Antonio already had incredible stories to tell. The challenge was making sure those stories reflected the full scope of the organization.
Many people recognized Goodwill for shopping and donating, but fewer understood how those everyday actions create opportunities for others. Retail and mission often existed as two separate ideas in the minds of the public, with mission being less prominent.
Our strategy focused on closing that gap by consistently connecting retail, donations, and sustainability efforts to the people, programs, and career opportunities they make possible.
JG Social Public Relations & Communication Strategy
Every successful communications strategy starts with understanding the organization’s mission, vision, and goals.
For Goodwill San Antonio, our partnership extended well beyond public relations. Throughout the year, we collaborated on communications planning, messaging, campaign strategy, executive visibility, and social media support when appropriate. Every effort worked together to reinforce one consistent message across multiple channels: Goodwill is Changing lives through the
power of work.
Our strategy centered around four key pillars.
Human-Interest Storytelling
People connect with people.
JG Social identified meaningful stories that showcased the individuals behind Goodwill’s mission, from graduates launching new careers to employees and program participants overcoming barriers and building brighter futures.
These stories created authentic opportunities for media coverage while helping audiences connect with the organization’s work on a personal level.
Mission & Program Awareness
Goodwill’s impact reaches far beyond its retail stores.
JG Social developed strategic story angles that highlighted how the organization’s programs and services address workforce needs while creating opportunities for local individuals, families, and employers.
Topics included:
- Certified vocational training through the Goodwill Academy
- Employment and career services
- Support for individuals facing barriers to employment
- Community hiring events
- Employer partnerships
These stories helped educate the public about the breadth of Goodwill’s services while reinforcing the organization’s role as a workforce development leader.
Retail & Sustainability
Retail is often someone’s first interaction with Goodwill.
Our role was to help transform everyday retail moments into opportunities to tell a bigger story about the organization’s mission. We connected seasonal shopping trends, donation campaigns, and sustainability initiatives to the life-changing programs those efforts support.
This approach helped audiences see every donation and purchase as an investment in the
community.
Executive Thought Leadership
Strong organizations build credibility by contributing to important conversations. JG Social worked with Goodwill San Antonio’s leadership team to identify opportunities to share insights on workforce development, employment trends, sustainability, nonprofit leadership, and community impact through strategic media opportunities and communications initiatives. These conversations helped position Goodwill as a trusted voice on issues affecting the local workforce.
Execution
Throughout the year, JG Social served as an extension of Goodwill San Antonio’s team.
Our work included:
- Year-round PR and communications strategy
- Proactive media outreach
- Human-interest and impact storytelling
- Television, print, radio, and digital media placements
- Campaign and event promotion
- Executive media relations
- Communications strategy and messaging support
- Performance reporting and media monitoring
Maintaining a consistent presence throughout the year helped keep Goodwill connected to the community while supporting organizational priorities, campaigns, major announcements, and long-term brand awareness.
Results
Our thoughtful strategy produced meaningful results.
Over the course of the campaign, JG Social and Goodwill San Antonio achieved:
- More than $1.1 million in calculated publicity value
- Consistent earned media coverage across television, print, radio, and digital outlets
- Increased awareness of workforce development programs and career services
- Greater visibility for retail operations, donation initiatives, and sustainability efforts
- Stronger recognition as a leader in workforce development and community impact
*Calculated using Cision’s publicity value methodology.
Perhaps the most rewarding outcome was seeing more people recognize Goodwill for what it truly is: a nonprofit organization dedicated to helping individuals build skills, find employment, and create brighter futures.
The Story Continues
One of the most rewarding aspects of this partnership has been watching the story continue to evolve.
As Goodwill San Antonio grows, so do the opportunities to highlight new programs, celebrate success stories, strengthen community partnerships, and introduce even more people to the organization’s mission.
We’re grateful to continue serving as Goodwill San Antonio’s strategic public relations and communications partner, and we look forward to helping tell the next chapter of its story.
What’s Your Story?
Everyone has a story worth telling. Your story deserves a strategy that’s thoughtful, authentic, and tailored to your goals. JG Social can help you uncover your story, shape it, and share it with the right audiences.
At JG Social, relationships come first. We take the time to understand your organization/business, your audience, and what success looks like to you. Our clients trust us because we care about their mission just as much as they do.
If you’re looking for a strategic communications partner who brings thoughtful ideas, proactive support, and a genuine investment in your success, we’d love to connect.
Let’s start with a conversation. We’d love to hear your story
Send us an email to info@jgsocial.com to get started.
