Strategies for Corporate Donor Acquisition

Goodwill Industries of Greater New York and Northern New Jersey (Goodwill NYNJ) is a social enterprise that collects and sells donated goods and empowers individuals with disabilities and other barriers to employment to gain independence through the dignity and power of work. Goodwill NYNJ enlisted a Capstone team to recommend strategies for strengthening its corporate donor experience and improving its ability to attract new corporate donors, with the goals of remaining competitive in the donated goods landscape and continuing to serve people with disabilities. The team conducted an environmental scan of both nonprofit and for-profit competitors, surveying the industry’s corporate partnership norms. The team also conducted interviews with Goodwill NYNJ’s corporate donors, as well as potential donors, to evaluate how Goodwill NYNJ can improve its partnerships. Using this data, the team created a presentation for Goodwill NYNJ to use when reaching out to potential donors and compiled a list of prospective partner organizations.