Goodwill Named Disability Nonprofit Brand of the Year in 2015
AUSTIN, TEXAS – April 3rd, 2015 – Goodwill was named the Disability Nonprofit Brand of the Year as part of the 2015 Harris Poll EquiTrend® Study, an annual brand equity study released last week. The study ranked consumer awareness and perception of charitable nonprofit brands based on three factors — familiarity, quality and purchase consideration — that result in a brand equity rating for each brand. The study, which was conducted for the 27th year, surveyed more than 38,000 Americans who assessed brands across 148 categories.
“In 2014 alone, we helped over 2,000 people with disabilities integrate into our local workforce, which made the Austin economy only stronger,” said Traci Berry, Senior Vice President of Community Engagement, Goodwill Central Texas. “Our team and business partners know the benefits of having a diverse and inclusive workforce and see the value that every single person brings to the table.”
For more than 110 years, Goodwill has helped people navigate the challenges they face when seeking employment, including disabilities, lack of education or work experience, and other factors that make it difficult for them to gain employment and build careers. Goodwill staff members work with people to develop their employment skills, including résumé writing, job interview practice, job search help and other career services.
Roughly four out of five people with disabilities nationwide are outside of the labor force. People with disabilities can receive a number of services through Goodwill, including access to assistive technology, soft skills training, occupational therapy, transportation, and other accommodations that may be needed to perform their jobs. In addition, Goodwill trains people to work in a variety of high-growth industries outside of Goodwill such as computer programming, construction, financial services, health care and many others.
Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and over surveyed online in English between January 8 and February 2, 2015. Of the 1,410 total brands included in this year’s study, each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings.
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