Goodwill’s UNUSUAL But AWESOME Valentine Campaign
Most companies derive their profits this holiday season by appealing to couples in love. Goodwill, however, is reaching out to a slightly different audience this year.
In a clever marketing move, the Goodwill Manasota Foundation in Sarasota, Florida is sending its message to the newly single.
They are encouraging men and women who have been through a recent break up to donate the stuff their ex left behind.
It’s kind of brilliant, really. Channel the hurt and anger of a split that is increased on Valentine’s Day into a money making machine. The thrift store giant makes a profit and the people making the donations get to feel good about getting rid of their ex’s things. The community benefits from the programs that Goodwill supports and everybody but the ex in question wins.
“We say, turn that hate into donate and make it something nice,” Kelly Davis-Strausbaugh, an employee of the company , told reporters on Thursday.
Singles are generally an untapped market for Valentine’s Day spending. By focusing on this much-neglected demographic, Goodwill is opening the door to a whole new spin on Valentine advertising.
The campaign began on Monday and continues through Feb, 29.
People are already responding. A giant Valentine’s Day teddy bear was brought in by Amanda Emory. It was a gift from her ex. “I was thinking, if I donate this really cute teddy bear, somebody will want to buy it for their girlfriend or boyfriend, or their mom or dad will want to buy it for their kids,” Emory stated. “I think it will be in much better hands.”
Goodwill Manasota vice president Veronica Brandon Miller addressed the attention the campaign is receiving. “Certainly we’re having a little fun at the expense of Valentine’s Day, but the benefits derived from those seeking the pride of earning a paycheck, and the self-worth that comes with self-sufficiency, are priceless.”
Whether you think it’s vindictive or charitable, you have to admit that handing out heart-shaped stickers that say “I donated my ex’s stuff” qualifies as both funny and festive.
I guess singles can now help others have a better Valentine’s Day by “dumping” their ex’s stuff.
© 2016 Vianna Vaughan
source: Fox News