Website Design and Development for Nonprofit | Goodwill Industries

How Goodwill’s New Website Drives Mission Awareness and User Engagement

Goodwill Industries of Greater Milwaukee and Chicago (previously Goodwill Industries of Southeastern Wisconsin and Chicago) has spent the past 90 years strengthening individuals, families, and communities by providing training, employment, and supportive services for people with disabilities or disadvantages. Their mission focuses on helping individuals develop job skills, secure meaningful work opportunities, and achieve greater independence.

Challenges

Goodwill managed eight separate websites for services like retail, careers, community enrichment, naval base operational support, and more, creating confusion for users and siloing their content. Many users associated Goodwill only with retail and donations, limiting awareness of their broader mission and community programs. Additionally, a lack of centralized data collection hindered their ability to make informed, data-driven decisions. Goodwill sought a unified digital presence to tie their verticals together and effectively communicate their mission.

Project

www.goodwillgreatermc.org

Solutions

Americaneagle.com delivered a comprehensive redesign, consolidating six of the eight Goodwill websites into a single, cohesive platform built on the modern Sitefinity Renderer framework. The solution centralized Goodwill’s web presence and introduced a scalable, efficient CMS that eliminates the need for costly upgrades. Redirects from the previous domains ensured a seamless transition and preserved existing traffic.

The new website offers a visually appealing design, streamlined navigation, and compliance with the latest accessibility guidelines. A robust content strategy cross-promotes Goodwill’s services and highlights their mission through blogs, news, and events. The inclusion of a location finder enables users to filter by services such as career support, retail stores, and donation centers. Customized site search, analytics reporting, and metric-driven features enable Goodwill to track user engagement and inform leadership decisions.

The redesigned website has significantly improved user engagement and operational efficiency. Users can now easily navigate the site to access the services they need, such as resume assistance, skills training, and job placement, without confusion or redundancy. For Goodwill’s internal team, the site has become a valuable tool for tracking metrics and presenting data to leadership, marking a critical milestone in their digital strategy.

The partnership between Goodwill Industries and Americaneagle.com resulted in a dynamic digital platform that supports Goodwill’s mission, increases awareness of their services, and drives community engagement. With a streamlined, modern website, Goodwill is better positioned to serve its users, communicate its impact, and continue empowering individuals.