Goodwill: Protecting The Brand And Growing The Mission
Goodwill Industries International (GII) is a global non-profit brand comprising of 166 independent community-based Goodwill member organizations in North America and 14 international affiliates, all of which operate under trademarks and membership standards managed by the GII Board of Directors and the GII Member Services Team (MST) located in Rockville, Maryland. Although GII member organizations are unified in a common mission and are provided with a national brand platform, these members retain a large degree of autonomy in the way they approach their individual missions, strategies, and operations. Due to the structure of the organization, the independent actions of one member can potentially not only challenge its own local brand's image, but also compromise the reputation of Goodwill as an organization. The GII leaders were looking to understand as to where the organization might be vulnerable to such lapses and what it could do to reduce the risk of such occurrences. It sought help of Deloitte in setting up an Enterprise Risk Management (ERM) program that would assist its member organizations to improve their risk management practices. A pilot ERM program was set up at GII MST and also comprised of nine participating GII member organizations as a representative cross-section of GII. Deloitte assisted the local management team at each participating member in conducting surveys, interviews, and workshops with the aim of identifying, evaluating, and prioritizing the member's risks. A list of key risks was then developed based on the inputs from the participating members.