Goodwill of North Georgia

What Goodwill of North Georgia does

Goodwill of North Georgia, Inc. is a 501(c)(3) nonprofit charitable organization founded in 1925 and headquartered in Decatur, Georgia, operating across a 45-county North Georgia service territory. Its mission is to put people to work, operationalized through an integrated social-enterprise model in which revenue from retail thrift operations directly funds free workforce development services. The organization runs 71+ retail stores and attended donation centers, 14 physical career centers, and the virtual CareerConnector.org platform that delivers 24-hour access to job search, resume, and career planning resources. It also operates a Facility Services division providing janitorial, grounds, and building-systems work for federal clients including the CDC, National Archives, and Jimmy Carter Presidential Library, employing people with severe disabilities.

The technology stack is centered on donation-to-retail logistics rather than AI or proprietary software. Supporting digital assets include CareerConnector.org (virtual career services), ShopGoodwill.com and Amazon/eBay storefronts (e-commerce launched 2019), the Savvy Shoppers Club mobile loyalty program (launched 2025), and an Impact Calculator for donor engagement. The training portfolio spans 15+ vocational programs (welding, logistics, supply chain management, construction, healthcare environmental services, hospitality, contact center, forklift, retail customer service, EVSE and heat pump technician, GoodBIZ! entrepreneurship), delivered in partnership with Georgia Tech, Georgia Piedmont Technical College, Lanier and North Georgia Technical Colleges, the Georgia Department of Transportation, and the Georgia High Demand Career Initiative.

Revenue is generated primarily through retail thrift store sales, which represented approximately 81% of FY2020 revenue ($109.9M of $135.7M total). Other streams include salvage sales (5.4%), facility services contracts (8.7%), government grants (2.8%), monetary donations (2.7%), e-commerce (2%), investment income (1.8%), and vocational service fees (under 1%). Goodwill of North Georgia is the largest SNAP Employment & Training provider in Georgia and was ranked the #1 Goodwill in the U.S. for job-seeker placement in 2019, connecting 25,688 people with employment. Customer segments span job seekers, employers (5,000+ hiring partners), donors, shoppers, and federal/state agencies, all served at zero cost to the job-seeker through cross-subsidization from retail and contract revenue.

Name

Goodwill of North Georgia

Legal name

Goodwill of North Georgia, Inc.

Website

https://goodwillng.org

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Goodwill of North Georgia is a 501(c)(3) nonprofit founded in 1925 that operates 71+ thrift stores and 14 career centers across a 45-county North Georgia territory, using retail revenue to fund free job training, placement, and career services for job seekers, employers, and federal clients.

Ownership category

akta.pro rank

Product category

Workforce Development Services

NAICS

Vocational Rehabilitation Services (62431)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Donation, Consignment & Resale Coordination (HSAFAFAG)

akta.pro secondary industry

Donation Pickup & Reuse Hauling (HSAKALAI)

Keywords

• Thrift retail stores
• Workforce development services
• Job training programs
• Donation center operations
• Career placement services

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Retail Store Sales: Primary revenue source through thrift store operations. Sells donated gently-used items, new goods, and accessories. Store sales represented 76.5% of total revenue in FY2020 ($109,885,000) and 83% in FY2019 ($127,896,000).
2. Salvage Sales: Revenue from items that cannot be sold in retail stores but have value through salvage channels. Represented 5.4% of FY2020 revenue ($7,721,000) and 7% in FY2019 ($11,130,000).
3. E-commerce: Online sales through Amazon, eBay, and ShopGoodwill.com platforms. Represented 2% of FY2020 revenue ($2,874,000). Launched in 2019.
4. Facility Services Contracts: Building and grounds management services provided to federal government agencies (including CDC, National Archives, Jimmy Carter Presidential Library), hospitals, assisted living facilities, higher education institutions, corporate campuses, and commercial clients. Includes janitorial services, grounds maintenance, landscaping, supply chain management, and building system operations. Represented 8.7% of FY2020 revenue ($12,451,000) and provided jobs for people with severe disabilities.
5. Government Grants: Federal and state government funding for workforce development programs, including SNAP Employment & Training programs. The organization is the largest SNAP E&T provider in Georgia. Government grants represented 2.8% of FY2020 revenue ($4,011,000) and 3% in FY2019 ($4,574,000).
6. SNAP Employment & Training: Federal reimbursement program for job training services provided to SNAP recipients. Goodwill of North Georgia is the largest SNAP E&T provider in Georgia. The organization continued operating these programs at its own expense during federal funding freezes, covering approximately $200,000 monthly in costs.
7. Monetary Donations: Cash donations from individuals, corporations, and foundations supporting workforce development mission. Contributions represented 2.7% of FY2020 revenue ($3,813,000) and 1% in FY2019 ($1,835,000).
8. Investment Income: Returns on organization's endowment and investment portfolio. Represented 1.8% of FY2020 revenue ($2,564,000) and 4% in FY2019 ($6,517,000).
9. Vocational Service Fees: Fees from vocational rehabilitation and employment services. Represented less than 1% of revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Goodwill of North Georgia operates an integrated social enterprise combining retail thrift store operations with workforce development services. The organization runs 71+ thrift stores and donation centers selling donated goods, with revenue funding 14 career centers that provide free job training, career coaching, resume assistance, and job placement programs. It also operates CareerConnector.org (a virtual career platform), facility services for government and corporate clients, and specialized training programs in technology, healthcare, logistics, construction, and other industries.

Product overview

Goodwill of North Georgia operates a dual-purpose social enterprise combining retail thrift operations with workforce development services. The core retail infrastructure includes 69-71 thrift stores and donation centers across North Georgia, generating revenue to fund 14 career centers that provide free job training and placement programs to job seekers. The organization serves as the largest SNAP Employment & Training provider in Georgia. The technology and training portfolio includes a 16-week Technology Careers Program with Techbridge partnership, plus specialized vocational programs (Welding, Logistics, Healthcare Environmental Services, Construction, Hospitality, Maintenance, Supply Chain Management, Retail Customer Service, Floor Tech, Forklift, Contact Center, Heat Pump Technician, EVSE Technician, and GoodBIZ! entrepreneurship). Supporting digital platforms include the virtual career center CareerConnector.org, the Savvy Shoppers Club mobile loyalty program, an Impact Calculator tool, and The Good Works Show podcast. E-commerce operations span Amazon, eBay, and ShopGoodwill.com marketplaces. The organization is celebrating its centennial in 2025, having operated since 1925.

Differentiator

Problem solved

Functional benefit

Brands

• Savvy Shoppers Club: Loyalty program launched to celebrate Goodwill of North Georgia's 100th Anniversary. Members earn points for purchases and receive rewards, special sales days, birthday perks, and exclusive event invitations.
• CareerConnector.org
• GoodBIZ! Program

Products and services

• Thrift Stores Retail stores selling donated gently-used items including clothing, furniture, housewares, electronics, and collectibles. The organization operates 69-71 store locations across North Georgia, with revenues funding career services and job training programs.
• Donation Centers Locations accepting donations of gently-used goods from the public. Proceeds from item sales support career centers and job training programs.
• Career Centers 14 physical career centers providing free job training, placement services, career coaching, computer access, resume assistance, and job fair access. Services support job seekers across 45 North Georgia counties.
• CareerConnector.org Virtual career center providing 24-hour access to resume building technology, career planning tools, and virtual job boards. Offers online registration and remote access to career services.
• Savvy Shoppers Club Mobile phone-based loyalty program where members earn 2 points per dollar spent. Members receive $25 Savvy Rewards after accumulating 1,000 points, plus access to exclusive sales events, birthday perks, and member-only discounts.
• Technology Careers Program 16-week program offering training and industry certifications for high-paying technology sector jobs. Includes web technology skills, Salesforce.com administration, job readiness training, and job placement support.
• EVSE Technician Program 4-week program training technicians to install and maintain electric vehicle charging equipment.
• Heat Pump Technician Program 5-week intensive hands-on training program for air source heat pump installation and maintenance.
• Construction Program 7-week program in partnership with Georgia Department of Transportation providing hands-on training for general and highway construction careers. Prepares graduates for Flagger and Construction Technician positions.
• Contact Center Program 8-week program providing industry-recognized training and paid work experience at a professional contact center for customer service representative careers.
• Floor Tech - Custodial Program 8-week program offering certification and training in complete floor care, environmental services, and general cleaning. Graduates find employment as Floor Technicians or Custodians.
• Forklift Training Program 2-4 week specialized and comprehensive forklift training and certification program for materials handling and warehouse industry employment.
• GoodBIZ! Program 12-15 week program offering tools and skills for established and prospective business owners covering marketing, intellectual property, financial literacy, and business plan development.
• Healthcare Environmental Services Program 6-week hands-on training program for healthcare cleaning and environmental services careers in partnership with Georgia High Demand Career Initiative and Bobby Dodd Institute.
• Hospitality Program 6-week program with curriculum designed by The American Hotel and Lodging Educational Institute offering classroom and on-the-job hospitality training.
• Logistics Program 7-week program providing on-the-job logistics training and industry-recognized credentials for entry-level positions in production control and operations.
• Maintenance Program 7-week credentialed training program partnering with employers for people with construction and/or mechanical skills for residential or commercial facility maintenance careers.
• Retail Customer Service Program 12-week program teaching retail industry operations and customer service skills. Prepares graduates for Retail Associate, Cashier, and Stock Clerk positions.
• Supply Chain Management Program 8-week program earning continuing education units from Georgia Tech, providing training in supply chain management, transportation, customer service, and warehouse operations.
• Welding Program 6-12 week program in collaboration with Lanier Technical College and North Georgia Technical College offering job-specific skills training and industry credentials for welding careers.
• Facility Services Building and grounds management services providing jobs for people with severe disabilities. Includes janitorial services, grounds maintenance, landscaping, supply chain management, and building system operation for government and corporate clients.
• Impact Calculator Interactive web tool allowing donors to calculate the estimated tax savings, mission service hours, and environmental impact (pounds diverted from landfills) of their donations by category.
• Online Shopping E-commerce platform selling items through Amazon, eBay, and ShopGoodwill.com marketplaces, expanding access to shoppers who cannot visit brick-and-mortar locations.
• SNAP Employment & Training Federal SNAP Employment & Training program providing job-readiness support and training for SNAP beneficiaries. Goodwill is the largest SNAP E&T provider in Georgia.

Quantifiable outcome

• Over 100,000 North Georgians helped over last five years; 22,000+ job seekers placed annually; 48,000+ helped with A job, Better job, and Career
• +4 more outcomes

Named customers16 records

Segments12 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Mercer UniversitycoreStrategic or Co-development Partner · 9 December 2025Strategic communications students developed social media strategy for Goodwill as fall 2025 capstone project. Focused on engagement, sustainability, and empowerment, offering recommendations to improve social media algorithms and expand mission reach. Fourth partnership between university's integrated communication program and Goodwill.
• Amazon WorkforceStaffingcoreStrategic or Co-development PartnerMajor hiring partner placing thousands of job seekers annually. In 2020, locally placed 2,641 people in jobs, and half of Amazon's hiring came from collaboration with Goodwill. Partnership includes virtual job fairs and drive-up hiring events. Named 2020 High-Growth Business of the Year by Goodwill.
• Owl Inc. TransportationcoreStrategic or Co-development PartnerTransportation company that assists Goodwill's Logistics Training program and helps prepare program graduates to enter the transportation industry. General Manager Crucita Dansby values training Goodwill job seekers. Company serves seven states with eleven offices.
• Lanier Technical CollegecoreStrategic or Co-development PartnerEducational partner collaborating with Goodwill on welding program. Program offers job-specific, skills-based training and industry credentials in partnership with Lanier Technical College and North Georgia Technical College.
• North Georgia Technical CollegecoreStrategic or Co-development PartnerEducational partner collaborating with Goodwill on welding program. Program offers job-specific, skills-based training and industry credentials in partnership with Lanier Technical College and North Georgia Technical College.
• Georgia TechcoreStrategic or Co-development PartnerPartner for Supply Chain Management program. Students can earn continuing education units from Georgia Tech while completing the 8-week supply chain program. Georgia Tech LEAP (Logistics Education and Pathways) certification available.
• Georgia Department of TransportationcoreStrategic or Co-development PartnerPartner for Construction program. 7-week program offers hands-on training to prepare participants for careers in general and highway construction.
• Georgia Piedmont Technical CollegecoreStrategic or Co-development PartnerTraining partner for CDL program. Hands-on portion of supply chain training conducted at Georgia Piedmont Technical College.
• Georgia High Demand Career InitiativecoreStrategic or Co-development PartnerPartner for Healthcare Environmental Program providing hands-on training for healthcare cleaning and environmental services careers.
• Bobby Dodd InstitutecoreStrategic or Co-development PartnerPartner for Healthcare Environmental Program providing hands-on training for healthcare cleaning and environmental services careers.
• TechbridgecoreStrategic or Co-development PartnerPartner for Technology Careers Program addressing high demand for employees in healthcare, logistics, and IT. Free 16-week program teaches web technology, job readiness, and life skills.
• Vision Rehabilitation Services (VRS)coreStrategic or Co-development PartnerSmyrna-based nonprofit dedicated to assisting clients achieve independence. Referred visually impaired Elida Cortes to Goodwill for job training and placement assistance.
• LyftminorStrategic or Co-development PartnerTransportation partnership providing free transportation codes for job seekers to access interviews, training, and work through December. Registration through Goodwill required.
• ResupplyminorChannel Partner/ Reseller/ DistributorVeteran-owned organization providing home donation pickup services for a fee. Partners with Goodwill to make donating convenient for donors.
• U.S. Department of Veterans AffairscoreStrategic or Co-development PartnerOwl Inc. Transportation started serving the VA office in Atlanta and expanded to seven states. Goodwill serves veterans through workforce development programs.
• Centers for Disease Control and Prevention (CDC)coreStrategic or Co-development PartnerFederal customer for Goodwill Industries of North Georgia's Facility Services division. Team members provide building and grounds management services.
• National Archives and Records AdministrationcoreStrategic or Co-development PartnerFederal customer for Goodwill Industries of North Georgia's Facility Services division. Team members provide building and grounds management services.
• Jimmy Carter Presidential LibrarycoreStrategic or Co-development PartnerFederal customer for Goodwill Industries of North Georgia's Facility Services division. Team members provide building and grounds management services.
• Clarkesville Huddle HouseminorStrategic or Co-development PartnerCulinary program partner providing internship and permanent employment for program graduates. Krystle Ives was placed here and later became store manager.
• Georgia Vocational Rehabilitation Agency (GVRA)coreStrategic or Co-development PartnerState agency referring individuals to Goodwill for workforce development services. Multiple success stories (Eduardo Southerland, Maxon Smith, Elida Cortes) came through GVRA referrals.
• Habitat for Humanity InternationalminorOthersBoard member Natosha Reid Rice serves on the Habitat for Humanity International board.

Scale indicators22 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Habitat for Humanity ReStores: Habitat's network of nonprofit home-furnishings thrift stores funded by donations, with proceeds supporting affordable housing mission. Comparable nonprofit donation-funded retail model, though focused on home goods.
• Goodwill Industries International: The parent brand and network of 150+ regional Goodwill organizations in the U.S. and Canada. Directly comparable as the umbrella organization governing the same thrift-funded workforce development model that Goodwill of North Georgia operates.
• Goodwill Industries of East Texas: A regional Goodwill organization operating thrift stores, donation centers, and workforce development programs across East Texas. Directly comparable peer running the same integrated social enterprise model at smaller scale.
• Goodwill Industries of Southeastern Michigan: Another regional Goodwill serving metro Detroit with similar thrift retail, career training, and mission-funded workforce programs. Highly comparable operating model, customer mix, and revenue structure.
• Goodwill of Central and Northern Arizona: A large regional Goodwill operating thrift retail and workforce development across Arizona. Comparable scale, similar mission integration of retail-to-career-services funding model.
• Goodwill of Orange County: Regional Goodwill serving Southern California with thrift stores and career centers. Comparable nonprofit social enterprise combining donated-goods retail with vocational training and job placement.
• Salvation Army USA: A national nonprofit operating thrift retail stores (Family Stores) funded by donations, supporting social services including workforce development. Directly comparable dual mission of donation-funded retail + social programs.
• Year Up United: A national nonprofit providing free workforce training and job placement for young adults, with strong employer partnerships in tech, finance, and healthcare. Comparable workforce development nonprofit with employer-paid placement model.
• Per Scholas: A national nonprofit providing free IT and tech training to underemployed adults, with employer partnerships for job placement. Comparable free workforce training model with similar employer-network-driven placement model.
• Goodwill of the Southern Rivers: Another Georgia-based regional Goodwill serving Columbus and West Georgia with thrift stores and career services. Direct peer operating the same dual-mission model in the same state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvXGmWRYPj_8y_HnKaeeJCw/featured
• Instagraminstagram.com/goodwill_ng/?utm_source=ig_embed&utm_campaign=loading
• Xx.com/GoodwillNG
• Facebookfacebook.com/GoodwillofNorthGeorgia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodwill of North Georgia