Meet Goodwill of Middle Tennessee

Goodwill of Middle Tennessee operates a large network of retail stores, donation centers, and mission services that support job creation and community impact. Like many purpose-driven organizations with dispersed teams, they faced a familiar challenge: how to connect hundreds of employees working different shifts and locations under one cohesive culture.

Traditional communication channels — text threads, flyers, and email blasts — were functional but fragmented. Their broadcast email system could reach roughly 300 people on a good day; Blink reached more than 1,000 employees almost instantly. Store employees often missed updates, and conversations stopped at the manager level.

The organization needed a single place where messages, recognition, and mission-centered storytelling could flow freely — giving every employee a voice and every announcement a home.

The challenge: Moving from scattered channels to a single source of truth

Before Blink, managers were juggling text threads, flyers, and one-way emails. HR moments like open enrollment demanded two-way Q&A, but the tools encouraged broadcasts, not conversations.

Early in rollout, they also needed taxonomy discipline — recognition posts kept landing in “True Team Members,” while general updates lacked a clear, default category. And while leadership visibility was a known gap on the previous platform, replicating that engagement at scale was non-negotiable this time.

The biggest challenge wasn’t motivation — it was access. Goodwill needed to remove friction and empower employees to engage at their own pace, in their own way.

Why Blink: A frontline-first intranet employees will actually use

Goodwill chose Blink for its mobile-first feel, built-in guardrails, and the way it condenses the workday into one place. Managers were nudged to swap text threads for Store channels. The Hub surfaced quick links to Workday and Cornerstone (True U) training from any phone. A champions network — plus a short, intentional “nudge” window — set the tone without spamming.

They also leaned into culture. A playful launch with the “Blinky” mascot made the rollout feel human — and memorable — while incentives like pizza parties and swag fueled healthy competition. A request is already in flight for location and department leaderboards so teams can see where to coach and where to celebrate.
‍

“At the surface level, the launch video is cute and cuddly. But if you really think about Blink’s purpose — bringing people together to communicate — you see all these people coming together in that video. That’s the message.”
‍
^{‍— Desiree Graham, VP Marketing, Goodwill of Middle Tennessee}

Most importantly, Blink aligned with Goodwill’s core values. The app gave them a place to spotlight their mission, celebrate the people behind it, and create recognition habits that match the heart of their organization.

{{goodwill-feed-2="/image"}}
‍

Unlocked: Fast adoption, real activity, visible leadership

In the first weeks:

• 51% adoption — more than half of employees signed up in just days after launch
• 99% monthly active usage among registered users — once people sign up, they actually use it
• Early engagement at scale — 1,457 reactions and 253 comments in the first two weeks

Even more powerful was the visibility of leadership. Executives began liking, commenting, and posting — modeling the openness and recognition that frontline teams wanted to see. Posts celebrating “True Team Members” quickly became a cultural anchor, while tutorials and quick links empowered employees to find answers on their own.

The shift wasn’t just technological — it was cultural:

• Open enrollment updates now live entirely on Blink, centralizing information and encouraging real conversation.
• Weather alerts, policy changes, and recognition moments flow through one feed, reinforcing Blink as the operational and cultural heartbeat of the organization.
• Employees are now in control — choosing when, how, and how much they want to engage, without relying on managers as middlemen.

By simplifying governance and clarifying post categories, Goodwill is removing friction for contributors while keeping communication consistent and on-brand.

‍

{{goodwill-feed-3="/image"}}

‍

Looking ahead: Solving problems with deeper functionality

The next phase is all about sustainability. Goodwill’s communications leaders are embedding digital communication habits into daily routines, ensuring every employee — from retail floors to donation sites — knows where to go for information and how to join the conversation.

Performance data will guide strategy, highlighting which locations engage most and where to focus extra support. Campaigns will continue to connect operational updates with culture moments, using data-led insights to celebrate participation and spark friendly competition.

Ultimately, Goodwill’s transformation is about more than technology. It’s about connection. When communication is seamless, recognition is instant, and employees feel seen and supported, culture becomes something that people don’t just hear about — but something they’re a part of.