Goodwill Named Disability Nonprofit Brand of the Year in 2015 Harris Poll

Goodwill was named the Disability Nonprofit Brand of the Year as part of the 2015 Harris Poll EquiTrend Study, an annual brand equity study which was recently released. The study ranked consumer awareness and perception of charitable nonprofit brands based on three factors – familiarity, quality and purchase consideration – that result in a brand equity rating for each brand. The study, which was conducted for the 27th year, surveyed more than 38,000 Americans who assessed brands across 148 categories.

Goodwill, which has a donation center in Lexington, helps people navigate the challenges they face when seeking employment, including disabilities, lack of education or work experience, and other factors that make it difficult for them to gain employment and build careers. Goodwill staff members work with people to develop their employment skills, including résumé writing, job interview practice, job search help and other career services.

“For 120 years, Goodwill has helped people with disabilities and other barriers to self-sufficiency to achieve independence and dignity through work,” said Joanne Hilferty, president and CEO of Morgan Memorial Goodwill Industries, which serves more than 8,500 people in eastern and central Massachusetts. “It’s exciting to see that work recognized through this study.”

“At Goodwill, we know firsthand the benefits of having a diverse and inclusive workforce and believe that all people, including those with disabilities, need to be integrated into the workforce to make our economy stronger,” said Jim Gibbons, president and CEO of Goodwill Industries International.

Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and over surveyed online in English between January 8 and February 2, 2015. Of the 1,410 total brands included in this year’s study, each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers based on age by sex, education, race/ethnicity, region, and income; and data from respondents ages 18 and over were also weighted for their propensity to be online.

About Goodwill Industries International
Goodwill Industries International is a network of 165 community-based agencies in the United States and Canada with a presence in 14 other countries. Goodwill is one of America’s top 20 most inspiring companies (Forbes, 2014). Goodwill agencies are innovative and sustainable social enterprises that fund job placement programs and other community-based services by selling donated clothing and household items in more than 3,000 stores.

About Morgan Memorial Goodwill Industries
For 120 years, Goodwill has provided job training programs and partnered with the business community to provide meaningful work opportunities for individuals with barriers to self-sufficiency. Goodwill also operates Boston Career Link, a one-stop career center that offers universal access to a broad range of services for job seekers. The Goodwill Stores in eastern and central Massachusetts provide jobs and on-the-job training opportunities while they offer quality, low-cost goods to individuals and families looking for value. To learn more, visit Goodwill online at www.goodwillmass.org or follow us on social media @goodwillboston.