April 17, 2023 – Goodwill of Southwestern Pennsylvania recently announced a new mission statement that will guide the organization. The new mission statement is: We strengthen communities, advance reuse and sustainability, and empower people to achieve their potential.
The new mission statement was created as part of the organization’s most recent strategic planning process and included input from the community and Goodwill Team and Board members.
The mission statement is supported by the eight key values which are the foundation of Goodwill SWPA – Belonging, Community, Excellence, Honesty, Caring, Responsibility, Connection, and Potential.
“Our new mission statement clearly defines our purpose to create positive social and environmental impact and will allow us to focus the efforts and resources of the organization,” said Monique McIntosh, President & CEO. “It will inform our work as a leader in equitable workforce development and further align Goodwill SWPA’s mission impact work, including services and programs, as well as advocacy and public policy.”
Along with the new mission statement, the organization also rolled out a strategic rebrand of the organization. The focus of the strategic rebrand is to create a more unified message that creates greater awareness of Goodwill SWPA’s human services mission supported by the organization’s thrift stores.
Highlights of the rebrand include a new headline for the organization: “Where there’s a Goodwill, there’s a Way!,” and a new tagline, “Job Training, Life Changing.”
The rebranding messages will be reflected in the organization’s new website, visuals and collaterals throughout the organization, and at Goodwill SWPA’s 34 thrift stores.
To learn more about Goodwill SWPA, visit www.goodwillswpa.org.