How Goodwill of South Central Wisconsin Earned Media Coverage for Their Vehicle Donation Program
By Laurel Brow
Key Takeaways:
- Goodwill of South Central Wisconsin turned a simple blog post into local TV coverage for their vehicle donation program.
- Their vehicle donations more than doubled in their first year.
- A two-person team built momentum through consistent, multi-channel promotion.
We sat down with Kathryn Klopfer, Director of Marketing and Communications at Goodwill of South Central Wisconsin, to talk about how a thoughtful, multi-channel approach helped them quickly build momentum for their vehicle donation program.
Good news for the smaller nonprofits out there: You don’t need a large team or a big budget to see results. You need consistency, creativity, and a willingness to use every channel available to you.
Hitting the Ground Running
From the start, Kathryn and her teammate Alexandra Holsclaw made a deliberate decision: go all in. Rather than relying on a single announcement, they activated every communication channel they had.
As Kathryn put it: “We take advantage of all of our levers – any avenue that we can use to get the word out.”
These included:
- Blog content introducing the program
- Website banners and pop-ups
- Mentions in donor newsletters and shopper emails
- In-store promotion (with more still to come)
Even without paid advertising, this coordinated effort ensured the program was visible everywhere their audience already was.
Turning a Blog Post into Local News Coverage
One of the standout wins? Local TV coverage. And it didn’t come from a traditional press release.
Instead, the team wrote a blog post announcing their partnership with CARS and submitted it to local media. Not as an announcement, as a story.
“We’ve been submitting blogs to local media with more of a story angle than just your standard press release. That seems to garner more interest and attention,” Kathryn explained.
A reporter—who already enjoyed shopping at his local Goodwill—came across the story and was surprised he hadn’t heard about the vehicle donation program before. “He said, ‘I shop at Goodwill all the time. I had no idea you had this program,’ and he wanted to cover it for us. It was great because we got the story about partnering with CARS for vehicle donations, and we now have a connection with a local reporter.”
They also leaned into a compelling narrative angle. “We tried to talk up the fact that CARS is a nonprofit, so it’s nonprofits helping nonprofits,” Kathryn explained.
Momentum Builds Over Time
If you’re thinking, “This sounds great, but we don’t have the resources,” Kathryn’s team is proof that you don’t need them. “We’re a mighty team of two! We don’t do advertising, we just try to grow organically.”
The results didn’t happen overnight, but they happened.
As Kathryn noted, “We decided to hit the ground running and more than doubled our car intake from the year prior. It’s about letting folks know they have the option to donate in this way.”
After a strong launch, Kathryn and her team at Goodwill of South Central Wisconsin are now thinking seasonally and strategically. Upcoming ideas include:
- Seasonal campaigns
- Campaigns around unique items like boats, jet skis, and farm equipment
- Expanded in-store promotion
- Continued media outreach
Tips for Nonprofits Partners
If you’re looking to grow your own vehicle donation program, Kathryn’s approach offers a clear blueprint:
- Use every channel you already have. Don’t wait for new resources, maximize the ones in place.
- Lead with story, not just announcements. A blog post can become a media opportunity if positioned correctly.
- Educate your audience. Even well-known organizations need to explain their programs.
- Think long-term. Awareness today leads to donations later.
- Keep going after the launch. Momentum builds when you stay consistent.
Final Thoughts
Perhaps the biggest takeaway is this: effort compounds.
From a single blog post to a local news feature. From one car donation to doubling intake. It all adds up. As Kathryn summed it up: “Anytime we can get some media exposure, it’s just a great opportunity. This was a win, win, win all around.”
Looking for ideas on how to grow your vehicle donation program? Contact marketingsupport@careasy.org.