MERS Goodwill

MERS Goodwill is a nonprofit agency dedicated to transforming lives through the power of work. With a mission to create opportunities for individuals to learn, work, and achieve their potential, MERS Goodwill serves more than 11,000 people annually across Missouri and Southern Illinois. Revenues from its 44 Goodwill stores help fund job training, employment services, and four Missouri-based Excel Centers®—free high schools providing adults the opportunity to earn a diploma.

In 2010, MERS Goodwill sought an affordable, efficient way to communicate its mission and value to the community. The organization aimed to position itself as a leader in creating employment opportunities for individuals with barriers to employment while increasing sales in its retail locations and encouraging donations. This visibility was essential to support and grow its critical community programs.

To amplify MERS Goodwill’s impact, Black Twig developed a comprehensive media relations and community outreach program with a strategic focus on sharing the organization’s human-centered stories, career center and store growth and enhanced need for donations.

Black Twig initiated a media relations program spotlighting “local heroes” across more than 40 communities in Missouri and Illinois. By sharing stories of Goodwill store managers, donation truck drivers, and rehabilitation program directors, Black Twig highlighted the personal dedication behind MERS Goodwill’s mission. Each story connected with the public, emphasizing Goodwill’s generous contributions to the community and inspiring individuals to support the organization through donations and shopping.

Black Twig refined MERS Goodwill’s messaging over the years to consistently convey its mission, values, and community impact. The team established MERS Goodwill as a leader in job creation and employment support, underscoring the organization’s commitment to helping individuals achieve independence.

To reinforce the positive community impact, Black Twig crafted stories and case studies showcasing MERS Goodwill clients who successfully entered the workforce. Additionally, Black Twig communicated the organization’s expansion as it opened new stores, career centers, and adult high schools, like the Goodwill Excel Centers, further strengthening MERS Goodwill’s community presence.

Black Twig additionally supported MERS Goodwill with a range of initiatives, including PSA development, supporting media advertising campaigns, annual report creation, social media setup and management, and e-newsletter outreach. These efforts extended the organization’s reach and built lasting engagement with audiences across Missouri and Southern Illinois.

Black Twig’s ongoing, proactive media campaigns positioned MERS Goodwill as a regional leader and an essential contributor to community development. This consistent media presence helped solidify the organization’s reputation and foster trust among community members, donors, and customers.

Black Twig worked with MERS Goodwill for 14 years helping to elevate its public profile and drive community engagement. Through strategic media relations and storytelling, MERS Goodwill gained widespread recognition as a trusted and impactful nonprofit organization. By securing news coverage and establishing a robust online presence, Black Twig ensured MERS Goodwill remained a well-regarded fixture in Missouri and Southern Illinois.

Black Twig is proud of the role it played in helping MERS Goodwill achieve visibility, connect with the community, and advance its mission of transforming lives. With over a century of service, MERS Goodwill continues to set a high standard for nonprofit impact, and Black Twig is honored to have contributed to its success.