Goodwill® Unveils “New Lives” Campaign Shedding Light on How Donations Create Job Opportunities

Campaign Highlights the Many Faces and Stories of the Goodwill Job Seeker

Denver, Colo., May 9, 2023—Goodwill of Colorado today announced their “New Lives” ad campaign. The campaign tells a compelling story about how donations to Goodwill help change lives by providing career training, jobs and other services to individuals who might have barriers to employment. In 2022, Goodwill provided job training and placement support to 26,775 Coloradans, infusing more than $13,000,000 into our state’s economy from the salaries earned by those individuals.

Consumers know about Goodwill retail stores though many are not aware that this household brand’s mission is to provide people with support to empower themselves and thrive through training, skills development and employment. Last year, Goodwill of Colorado assisted a total of 127,287 individuals through community impact programs for individuals with a disability, seniors, job seekers and those facing economic challenges.

The New Lives campaign features the many faces and stories of Goodwill job seekers, what they have overcome and how donations from the public have played a vital role in their self-empowerment. These donations allow Goodwill to offer free services to those who need them and are not able to easily avail themselves of conventional job support services.  

“Each year, we help Coloradans learn skills for more rewarding, better-paying jobs,” said Gary Smith, Chief Mission Officer at Goodwill of Colorado. “Connecting individuals to the right opportunities can lead to lasting positive change in their lives. We are thrilled to share the story around how our community’s generous donations create impact across our state.” 

Before piloting this campaign, Goodwill Industries International surveyed consumers across the country to assess their interest in our mission story. The results showed that more than half of donors and shoppers were more inclined to support the mission while 42% of job seekers were more likely to seek employment support from Goodwill.

Goodwill of Colorado sells donated goods with proceeds going directly to provide education, training, career development and other necessary support services for people looking to live with greater independence and advance their careers, including more than 3,100 Coloradans who work at more than 50 Goodwill locations statewide.

Goodwill, where your things start new lives: Visit GoodwillColorado.org to learn about how Goodwill helps our local community. For more information on the New Lives campaign, visit goodwill.org/new-lives/

About Goodwill of Colorado

Goodwill of Colorado helps transform people’s lives. We are a registered 501(c)3 organization providing career placement, education and training, and community programs for more than 127,000 Coloradans each year—including military veterans, seniors, youth, and individuals who have a personal or economic barrier to employment. For more than a century, Goodwill has supported Colorado communities and through our commitment to sustainability annually diverts more than 200 million pounds of donated items from Colorado landfills.

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