A Lifelong Goodwiller
How My Instore Radio Supports Your Mission
A Lifelong Goodwiller
How My Instore Radio Supports Your Mission
Welcome
Welcome to a partnership built on a lifetime of dedication to Goodwill. I’m Brian Roberts, and my history with Goodwill goes all the way back to my childhood, when my father was a longtime Goodwill CEO. Over the past 19 years, My Instore Radio has become a trusted partner for over 1,000 Goodwill stores across the country.
My Goodwill Journey
My connection to Goodwill began before I could drive a car. My father, Donald Roberts, served as the CEO of Goodwill Manasota in Florida for over 30 years, and I spent many of my teenage summers helping out in his stores. I swept floors, sorted donations, and helped open brand-new locations in repurposed buildings—including one unforgettable site that used to be a theater!
Goodwill wasn’t just a summer job—it was the foundation of my career and values. I went on to complete Goodwill’s Executive Leadership Development Program in 2003 and held management positions before launching my own venture: My Instore Radio.
This company was born from a deep understanding of the Goodwill mission and the need for professional, cost-effective communication tools that help amplify the life-changing work you do every day.
Me as a fresh-faced new Goodwill Team Member back in 2004
How We Help Goodwills
At My Instore Radio, we don’t just understand retail—we understand Goodwill retail.
With nearly two decades of experience supporting over 1,000 Goodwill stores across the U.S., we’ve fine-tuned our services to directly meet your needs. We’re not trying to sell you a generic solution. All our services are purpose-built for thrift stores like yours—where donations, job training, and community support intersect.
Boost Sales with Targeted Promotions
- Color Tag Sales Made Easy: Weekly audio ads that announce color discounts, rotate automatically, and support any pricing structure.
- Other Promotions: Pre-recorded or AI-generated ads for special events, discount days, or donation drives—scheduled in advance or on the fly.
Increase Donations Without Asking Directly
- Highlight what donations support—jobs, veterans, training, and second chances.
- Promote donation convenience and emotional connection through storytelling.
- Create urgency when needed—seasonal pushes, specific item shortages, etc.
Curated In-Store Music
- Licensed, family-friendly music tailored to your demographic and rotated regularly.
- Enhances the shopping environment and increases time spent in-store.
Support Staff Morale and Communication
- Breakroom messaging, quota recognition, birthday callouts, and HR updates.
- Production-area signage with daily goals, shout-outs, and motivation.
AI Voice Technology
- Submit an ad request online and receive a clean, professional human voiceover within 24 hours.
- Or choose our AI Voices solution to generate a high-quality message complete with music within 10 minutes!
- Scale your communication without overloading your team.
Digital Signage That Works
- Front-of-store: Color tags, promotions, mission reminders.
- Breakroom: Training messages, celebrations, mission alignment.
- Production floor: Real-time goal tracking, safety notices, team highlights.
- Job help centers: Show job listings and training events.
Tell Your Story Every Day
- Regularly remind shoppers that their purchases and donations change lives.
- Reinforce your nonprofit identity and community mission.
- Every month, receive our Goodwill-specific “Ads of the Month” from which you can select from messages that are relevant to your Goodwill and your shoppers and donors.
Seasonal & Holiday Promotions
Goodwill has long promoted itself as America’s Halloween Headquarters—and we help you bring that message to life in-store. Each year, we create custom audio and visual campaigns for Halloween, Thanksgiving, Christmas, New Year’s, and beyond.
Our Halloween messaging helps distinguish Goodwill from big-box and pop-up stores like Spirit Halloween. Shoppers learn that:
- Goodwill offers one-of-a-kind costumes for less
- Their purchases support local job programs
- Their donations are tax deductible
- Choosing Goodwill is a more sustainable and community-centered option
Whether it’s themed playlists, spooky voiceovers, or front-of-store signage, we help make your store feel festive and purposeful—without adding more to your plate.
“The video and audio platforms provided by My InStore Radio are essential to us communicating effectively with both customers and team members.”
“My Instore Radio has been a huge asset for our marketing department. Brian will turn any of our marketing campaigns, mission program info or events into tailored ads that we can air in our stores – or even tailor certain ads for certain stores. Scheduling start and end dates for seasonal ads and holiday music ahead of time is such a helpful tool to busy marketing teams. I am thrilled with the options and support from My Instore Radio!”
“We have been using My Instore Radio for over 15 years. They have earned our loyalty because the quality of the product and service are top shelf! My Instore Radio contunually innovates, provides outstanding flexibility, quick production time, and tremendous ease of content management. We expect to work with them for years to come. I highly recommend My Instore Radio.”
Brian, Therese and the My Instore Radio team are incredibly responsive, helpful and always willing to go the extra mile – whether it’s recording new spots, updating playlists or even voicing our mission service videos. Their personal touch and deep understanding of Goodwill make our in-store entertainment a powerful tool to communicate clearly, effectively and with heart.
“My Instore Radio has been an incredible partner to Goodwill Industries of Arkansas. Their team provides personal attention and quick turnarounds on commercial production, making the process efficient and seamless. The platform is intuitive, customizable, and truly enhances how we communicate with our customers.”
Why It Matters
When shoppers understand what Goodwill stands for, they become more loyal, more generous, and more invested. We help you strengthen that connection every time they walk through your doors—by using music, messaging, and signage to turn every shopping trip into a reminder of why your mission matters.
Let’s Connect
I’d love to show you how we can support your Goodwill location. Click the button below to schedule a call or a demo. Let’s work together to make your Goodwill’s message even stronger.
Brian W. Roberts
VP of Sales & Ad Production