April 28 – 30, 2026 at the Hotel Roanoke & Conference Center
Welcome to the 2026 Goodwill MAGIC Conference in Roanoke, Virginia
Join your Goodwill colleagues from across the Mid-Atlantic region as we spark inspiration, deepen connections, and strengthen the impact we create with every single donor interaction! Together, we’ll discover strategies and tactics to strengthen loyalty, greatly enhance donor experience, and amplify the difference we make in our communities each day.
Don’t miss the chance to learn and connect. You will leave motivated and committed to make even more MAGIC happen in 2026 and beyond!
Register now and be a part of the MAGIC!
Please note that hotel booking is separate from conference registration. Visit the Accommodations section below for information on booking your room.
Accommodations
Hosted at The Hotel Roanoke & Conference Center
110 Shenandoah Ave NE, Roanoke, VA 24016
Nestled in the heart of Virginia’s Blue Ridge, The Hotel Roanoke & Conference Center offers historic charm, modern comfort, and easy access to the vibrant downtown Roanoke experience. Just steps from local restaurants, shops, museums, and the iconic Roanoke Star views!
MAGIC attendees will receive a special rate of $209 + taxes per night when booking through the link below.
You must register for the conference before booking a room in the conference block.
PLEASE NOTE:
A block of rooms is available at the Hotel Roanoke for MAGIC Conference attendees.
Once this block is filled, an additional block will be opened at a neighboring Hampton Inn at a discounted conference rate.
If the second block fills, additional lodging will be made available.
Any bookings at alternative hotels will have transportation support provided to and from the conference location daily.
About the Conference
Bringing forth a consistent donation door experience is paramount to our future of donation sustainability and growth. Making MAGIC of Every Donation is about transforming our collective commitment into top-notch donor service at every interaction. Throughout the conference, attendees will be inspired to advance the collective work that unites us and to deliver a consistent, high quality experience at every touchpoint—strengthening donor loyalty through memorable interactions that distinguish us from our competitors.
Be a part of committing to creating our future and the strength of the Goodwill brand!
Keynote Speaker –
Shep Hyken, Chief Amazement Officer, Shepard Presentations
Learn more about Shep.
Closing Keynote Speaker –
Steve Preston, President & CEO, Goodwill Industries International
Learn more about Steve.
Hosted by:
Goodwill Industries of the Valleys serves 35 counties and 14 cities throughout Central, Southwest, and Southside Virginia. Our vision to eliminate poverty is fueled by our mission of empowering individuals, strengthening families, and inspiring communities. Your donations and shopping allow Goodwill to provide skills training, job placement, and support services to help people achieve their fullest potential.
OPTIONAL – Dine-Around Workgroup Dinner – April 28
Roanoke brings together the best of the Blue Ridge with a vibrant and diverse food scene. From Appalachian-inspired comfort dishes to modern, creative cuisine, the Star City offers flavors for every palate.
Join your workgroup for a local dine-around and enjoy a taste of Roanoke while connecting with colleagues on Tuesday, April 28, at 5:30 p.m. Participation requires an additional $50 fee and must be selected during registration.
Additional details, including workgroup restaurant and venue assignments, will be shared soon.
All participating restaurants and venues are under a 10-minute walk of the hotel.
Night at Melrose Plaza – April 29
On Wednesday night, attendees will gather at Melrose Plaza, Goodwill’s dynamic community hub in Northwest Roanoke. Transportation will be provided from the Hotel Roanoke, though attendees are also welcome to drive or use rideshare on their own. Before dinner begins, guests are invited to explore Melrose Plaza through self-guided tours, offering an inside look at the many services and partners that make this space a cornerstone of community impact.
Guided by Goodwill Industries of the Valleys’ vision to eliminate poverty, Melrose Plaza is a community hub designed to address the root causes of poverty by bringing services, culture and opportunity together in one place. Melrose Plaza demonstrates how addressing the social determinants of health — economic stability, education, healthcare access, community context and environment — creates stronger, healthier communities. Melrose Plaza was built from community input, extensive research and a shared community vision of creating lasting opportunity in Northwest Roanoke and the greater Roanoke Valley.
Melrose Plaza is home to:
• Market on Melrose • Henrietta’s Café • The Excel Center • Wellness on Melrose
• Bank of Botetourt branch • Harrison Museum of African American Culture • Roanoke City Public Library branch
Dinner will begin with remarks from Roanoke City Mayor Joe Cobb, who will share the significance of this transformational project and its impact on the City of Roanoke.
To learn more about Melrose Plaza, visit melroseplazaroanoke.com. Melrose Plaza is located at 2502 Melrose Ave NW, Roanoke, VA 24017.
OPTIONAL – Pre-Conference Opportunity
DGR Store, Outlet, & Book Scanning Visit on April 28 at 2 pm
Join us for a visit to several DGR locations, including our Hollins Store in Roanoke (6315 Archcrest Drive, Roanoke, VA 24019), and the Outlet Store & Ecommerce location in Salem (1489 East Main Street, Salem, VA 24153). Transportation will be provided for those who sign up through registration. Additional attendees are welcome to join using their own transportation.
Thank You to Our Sponsors!
Signature Sponsors
Signature Event – Night at Melrose Plaza: Maav Bags & Reminiscent
Signature Event – Keynote: NetCov
Signature Event – Welcome Reception: AccessU
Supporters
CashMonkey
Freedom Distribution
Grand + Benedicts
Support our Conference – What is MAGIC?
The Mid-Atlantic Goodwill Industries Coalition (MAGIC) is a dynamic regional association, uniting 16 independent Goodwill organizations from Delaware, Georgia, Kentucky, Maryland, North Carolina, South Carolina, Virginia, West Virginia, and Washington, D.C. This diversity in scope is our strength, allowing us to serve a wide range of communities and individuals.
Each year, the collective efforts of MAGIC organizations serve over 213,000 individuals through our mission services. Together, we report a combined revenue of more than $1 billion, a testament to the financial strength of the MAGIC alliance and the workforce development impact we can make in the communities we serve.
Interested in supporting our efforts? Learn more about our unique sponsorship opportunities. Contact Mindy Boyd, mboyd@goodwillvalleys.com or Chelsea Moran, cmoran@goodwillvalleys.com.
