ROCKVILLE — The Goodwill network was ranked the No. 4 nonprofit on the third annual World Value Index, a report that measures people’s perception of brands and the extent to which that perception motivates public active support. Goodwill has remained in the top five ranking of this report for the past three years.
The World Value Index is developed by enso, a Santa Monica based company creating impact at scale by building mission-driven brands and Shared Missions through fearless creativity and collaborative action. enso created the World Value Index as a tool for brands to realize their potential for positive impact.
“Last year Goodwill of North Georgia connected 24,188 North Georgia job seekers to jobs, all of which was made possible by the generous support of more than 3 million donors and nearly 7 million shoppers,” said Summer Dunham, director of public relations for the organization. “That equates to a large economic impact for our territory and the state, and we are delighted to hear our mission is resonating with the communities we serve.”
Being ranked a top five nonprofit on the World Value Index means that Goodwill has scored extremely well in the four areas of creating *World Value,” which refer to Americans’ perceptions of a brand’s purpose or mission.

  • High awareness
  • Relevant and resonant
  • A strong motivator in garnering active support
  • An influential factor in triggering purchases
“It is an honor to remain one of the nation’s top brands whose missions resonate with consumers,” says Dunham. “Goodwill is committed to serving our communities through the power of work, and this recognition shows that the public understands that and will continue to support us as we continue to change lives.”
The World Value Index was created based on a nationally representative, comprehensive survey of 4,000 Americans on perception, awareness and behaviors in response to the purpose and mission of organizations and brands. enso commissioned Quadrant Strategies, a research-driven consultancy that works with Fortune 100 and Fortune 50 companies, political leaders around the world and major nonprofits, to field surveys with various demographic representative samples of the U.S. populations ages 18 and up.
The 20 audience demographics and psychographics surveyed include the general population, elites (people who are college educated and earn more than $100,000 per year), millennials and Gen Z, Gen X, Baby Boomers, moms, dads, future concerned, young and social, female, male, environmental advocates, traditionalists, multiculturalists, Democrats, Republicans, Independents, class aware, race aware, and gender aware.
“Creating value in the world today is not just about selling things, but also inspiring people around a greater mission,” said Sebastian Buck, enso’s Co-founder and strategic lead. “By doing this research, we aim to shed new light on value creation, and prompt reflection and debate on how organizations like Goodwill create enduring value for the world.”
To read the full World Value Index report, visit:
About Goodwill of North Georgia
The mission of Goodwill of North Georgia is to put people to work. The nonprofit has provided services in the region for more than 90 years. In fiscal year 2017, Goodwill of North Georgia provided job training and employment services to 52,485 people and helped 24,188 people find jobs or start new businesses. The organization currently operates 60 stores and 62 attended donation centers. Revenues generated from Goodwill’s retail program help fund job training and placement programs. 
About enso
enso creates impact at scale by building mission-driven brands and Shared Missions through fearless creativity and collaborative action. We were founded six years ago with the belief that the future of marketing is people and brands with shared values, working together to drive business success with positive impact. Today, we are leading the paradigm shift from the campaign mindset, traditionally developed by marketers around a brand’s singular mission, to Shared Missioninitiatives, where the ultimate goal is not the success of one organization, but rather the achievement of a mission that serves all stakeholders.
Based in Los Angeles, our clients include Google, Khan Academy, Atlantis, OfferUp, Omidyar Network, Everytable, and The Nature Conservancy. Through our network of Shared Mission collaborators, enso has built a new framework for collective action and cross-sector solutions to tackle the urgent problems of our time. Recent missions have included rebuilding trust in neighborhoods, creating abundant internet access for everyone, establishing the basic right to literacy, generating wealth by solving the climate crisis, and transforming a mega resort by fostering a flourishing culture and ecology in which the entire country operates.
If you have any questions or are interested in a deeper dive into a brand or segment, please contact us:
About World Value Index
The World Value Index is an annual report that explores a new way to measure brand value, ranking 200 well-known organizations according to the extent people are aware of, and willing to actively support, the organization’s purpose and mission created. The World Value Index is developed by enso, a mission-driven creative company, in partnership with research consultancy Quadrant Strategies, to help brands people see as most valuable and are most motivated to support.
To read the full report, go to

More News

Goodwill of North Georgia Names Steven Muh Director of Business Development

6/4/2018 More...


6/1/2018 More...