Goodness Report

A Big, Bold Goal: Goodwill of Orange County

March 23, 2023

For this edition of the Goodness Report, we’re highlighting Goodwill of Orange County’s new bold plan to double their impact and footprint in Orange County over the next 10 years.

This week, Goodwill of Orange County unveiled its new Strategic Plan, which outlines their bold goal: to double their impact and footprint in Orange County over the next 10 years. The plan is fueled by a vision of creating a caring and connected community where everyone has access to meaningful career opportunities. 

Executing Their Vision

Goodwill OC’s new Strategic Plan and vision are the result of a nearly year-long collaborative process. The process, driven by NP Strategies and Idea Hall, included primary research, a comprehensive community needs assessment, stakeholder interviews, input from current and potential Goodwill OC partners, and a thorough brand exploration and refinement. The input received from that process was integral in steering and solidifying the plan’s goals and direction, which is anchored by six key initiatives.

  1. Deepen Career Development Focus:

    • Goodwill OC will implement a robust, person-centered career development program that applies a tailored, innovative approach to career pathing for team members and the wider community.
  2. Create a Best Place to Work for Team Members:

    • Goodwill OC will work to become an employer of choice for the Orange County community, offering the best in culture, benefits, personalized support, learning academies, and much more. 
  3. Grow Mission Understanding in Our Community:

    • Goodwill OC will continue its branding efforts and align its messaging to tell the Goodwill OC story.
  4. Expand Retail Footprint and Mission Impact:

    • Goodwill OC will open new stores and add more jobs to its social enterprise which, in turn, will transform more lives in the Orange County community. 
  5. Strengthen to Support the Goodwill Network:

    • is the largest e-commerce platform for Goodwill OC and more than 130 other Goodwill organizations across the country. As a major mission driver and revenue stream for the network, Goodwill OC will continue to modernize and elevate the e-commerce experience.
  6. Innovate and Be Accountable to Environmental, Social and Governance (ESG) Best Practices:

    • In 2022, the nonprofit diverted more than 57 million pounds of goods from the landfill as a result of its donation and retail operations. Goodwill OC will continue to focus on its sustainability practices and lead the way for other organizations in Orange County and beyond.  


Partners In Goodness

On the precipice of its 100th anniversary, Goodwill OC knew that promoting mission awareness among Orange County would be integral in ensuring the growth of its community impact. Idea Hall has been thrilled to serve as Goodwill OC’s partner in defining and refining its mission and vision and helping them to communicate their vision.

The work began with understanding Goodwill’s “why.” With those insights in hand, the Idea Hall team worked to create a new mission and vision, as well as a brand anthem. To bring this new anthem to life, Idea Hall worked with Goodwill to create the anthem video, which debuted at the Strategic Plan Launch Event. 

The work has been impactful to many members at Idea Hall including our Director of Creative Services and Production, Michelle Lang who had this to say about working with them:

“Each person involved with Goodwill is truly a treasure. I can’t imagine a better place to partner with in the workforce development world. They fulfill their mission: connecting people with opportunity.”

Interested in finding how Idea Hall can help you communicate your organization brand, vision and goals? Schedule a call today: