Goodwill Content Pilot
A structured rollout designed to shift perception and show the people, programs, and real impact behind Goodwill.
This is not just content. It is a system designed to show what actually resonates and build from it over time.
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How to Use This
This content is designed to be rolled out over time, not posted all at once.
Each piece captures a real moment inside Goodwill and is structured to test different ways of shifting the perception that Goodwill is just a store.
Over time, this builds a clearer understanding of the people, programs, and real impact behind it.
Where the Value Builds
This content becomes far more valuable when performance can be viewed clearly across all posts and platforms side by side.
That visibility is what allows real patterns to emerge and future content to become more informed over time.
Recommended Cadence
2 videos per week
Consistent short-form rollout to let stories build over time.
1 carousel per week
Used to deepen story and provide additional context around people and programs.
Posting flow
Maintain consistent spacing between posts throughout the week. Allow flexibility based on platform and audience behavior.
~8 weeks total
A steady rollout designed to compound and reveal what resonates over time.
The goal is not to find the perfect time upfront, but to identify what actually works for your audience as content rolls out.
What to Pay Attention To
What people respond to
Which stories, individuals, or moments naturally generate more engagement or conversation.
What holds attention
Which videos people watch through versus drop off early.
What shifts perception
Comments or reactions that show people are seeing Goodwill differently.
Patterns over time
What consistently performs across multiple posts, not just one.
The key is being able to see all posts across all platforms in one place.
If that’s not already in place, it can be set up quickly so everything is easy to track and compare.
8 Week Rollout Plan
- 01_Goodwill_Tony_Myth
- 02_Goodwill_Israel_Emotion
- 03_Carousel#1
- 04_Goodwill_Jessica_Myth
- 05_Goodwill_Corey_Outcome
- 06_Carousel#2
- 07_Goodwill_Israel_Myth
- 08_Goodwill_Tony_Emotion
- 09_Carousel#3
- 10_Goodwill_Corey_Myth
- 11_Goodwill_Israel_Outcome
- 12_Carousel#4
- 13_Goodwill_Tony_Myth
- 14_Goodwill_Jessica_Outcome
- 15_Carousel#5
- 16_Goodwill_Israel_Outcome
- 17_Goodwill_Tony_Outcome
- 18_Carousel#6
- 19_Goodwill_Corey_Emotion
- 20_Goodwill_Tony_Emotion
- 21_Carousel#7
- 22_Goodwill_Jessica_Emotion
- 23_Goodwill_Israel_Emotion