Client: Goodwill of Orange County — 25 retail stores and donation centers fueling workforce development programs across the region.
Challenge:
Goodwill faced a significant decline in donations across South Orange County. Since donations fund both retail operations and career programs, this created serious pressure on budgets and mission goals. Previous CTV campaigns had been generic and delivered little clarity on impact, leaving the team unsure how to invest moving forward.
Solution:
- Partnered with Adduro to launch a targeted CTV campaign built around donation-driving creative.
- Leveraged PersonaLive + Placer.ai data to segment audiences most likely to donate in key locations.
- Ran creative with clear, humorous donation messaging (“time to clean out your closet”) to drive immediate action.
- Provided full transparency into targeting, spend, and results to build confidence with leadership.
Results:
- +244% donations at the Lake Forest location year-over-year.
- +147% donations at Irvine.
- +48% donations at San Juan Capistrano.
- Campaign scaled quickly after initial test and continues to show sustained growth month-over-month.
Key Takeaway:
By pairing first-party donor insights with precision CTV targeting, Adduro helped Goodwill OC turn around a critical decline in donations and drive exponential growth at priority locations. With transparent reporting and measurable results, CTV is now a proven driver of Goodwill’s mission — showing how smarter media fuels real community impact.
