Turning a leading nonprofit into a story-driven organization.
CHALLENGE
How to level up the storytelling of a nonprofit already making a massive impact?
CONTEXT
Ranked by Forbes as the 6th largest nonprofit in the U.S., Good360 has a unique business model: It partners with corporate donors like Walmart and Amazon to divert excess inventory from landfills and directly into the hands of people in need. Good360 helps companies meet their sustainability goals while allowing charities to better serve their communities with donated goods. It’s a true win-win.
When StoryCraft began working with Good360, the organization was already distributing hundreds of millions of dollars worth of product to nonprofits each year. But it needed to make its mission and messaging come to life, so that it could recruit even more donors and expand its national network of nonprofits.
What Good360 needed was a strong culture of storytelling to focus not on the logistics of doing good but its ability to transform lives.
ACTION
For Good360, we began by crafting a content strategy designed to highlight its organizational strengths: disaster response, nonprofit development, and corporate partnerships. More than just a “blogging” strategy, we wanted to lean heavily into thought leadership that would showcase the nonprofit’s unique position as a bridge between corporate donors and communities in need.
While each story would underscore Good360’s ability to distribute goods at scale, it would also be a moment to tell its story in very human terms: the homes rebuilt and restocked with donated furnishings, the homeless youth who now have real beds to sleep on, and the homeless veterans who can face winter with warm coats, hats and socks. We also coached Good360’s marketing team on more story-driven ways to promote the organization’s offerings.
During StoryCraft’s engagement with Good360 (still ongoing), the nonprofit hit a remarkable milestone: $1 billion worth of goods distributed in a single year for the first time in its 38-year history. Within a few years, Good360 would double that figure to more than $2 billion of goods in one year. And that number is still growing.