Do Good: Building a Loyalty Program at Goodwill Columbus

You know Goodwill Columbus as a staple of Central Ohio’s thrifting scene, but their impact goes far beyond what you see in stores. From free job training to essential services for individuals with disabilities, the nonprofit plays a vital role in building stronger communities.

To help tell the full story of how donations power this mission, Goodwill Columbus partnered with Origo to create and launch a new loyalty program designed to drive awareness and more donations. Meet Do Good — a rewards program and community of givers, all in one.

Capturing the Essence of Donating

The goal of this rewards program is to make donating a fun and rewarding experience. Our team took a unique approach to Goodwill Columbus’ current branding, flexing it to create new imagery, pastel colors, energetic messaging, and original merch. The Do Good brand identity captures the satisfaction you get from donating and knowing the impact your donation makes — while creating a flexible design system that can be used across strategic platforms like web and social media.

An Experience for Members to Enjoy

Next, our team designed and developed a website landing page for Do Good to guide customers through the benefits of becoming a member. We created original illustrations to use across creative assets, including fun and inviting sketches of stores, member events, and exclusive merch you can unlock as part of the program. We paired them with real-life photography and vivid pops of color to motivate engagement while maintaining accessibility throughout each section.

Strategic Messaging Across Our Community

To guide potential members to join, Origo launched paid media campaigns across channels. Meta and Pinterest allowed us to strategically target audiences of different ages, while partnerships with influencers and 614 Magazine increased our reach across Franklin County. Like the landing page, ads were designed to drive awareness and adoption using direct messaging and striking graphics that were used at launch, and can be adjusted to tap into future media trends.

Creating Rewards for a Memorable Impact 

An important part of our strategy was finding ways to get diverse audiences involved and inspired to donate through Do Good. To help drum up excitement, we created exclusive member swag, including a Do Good graphic crewneck, tote bag, custom key chain, Swedish dishcloth stickers, and more.

As Origo continues working with Goodwill Columbus, we look forward to collaborating to do even more good for our community with great programs like Do Good. Learn how to signup today!