Goodwill’s social media strategy profitable on a nearly $0 budget | Article |

Goodwill of Greater Washington, D.C., has gone online with a vengeance, seizing the chance to capitalize on a social media strategy

How would you like to have a blog so readable and persuasive that one out of every 14 readers promptly clicked over to your eBay store and bought something of yours? You’d be ecstatic. You’d close down your direct-marketing department.

If it cost you nothing except 15 percent of your star blogger’s time, you’d be thinking end-of-the-world thoughts. And if you were the first nonprofit in a nationwide chain whose social media program actually made money, well, you'd make history...