Goodwill of Greater Washington, a leading non-profit in the area, worked with Widmeyer Research to develop call-to-action messages and creative concepts for new advertising. Widmeyer conducted a series of focus groups among current and potential donors that explored awareness and knowledge of Goodwill’s mission and responses to spec radio and TV spots. Research findings helped Goodwill understand which audiences were most promising for future donations and offered messaging guidance and creative direction for the next year’s ad campaign.