Goodwill Industries of Central Oklahoma

What Goodwill Industries of Central Oklahoma does

Goodwill Industries of Central Oklahoma is a 501(c)(3) nonprofit founded in 1936 and headquartered at 316 S. Blackwelder Ave., Oklahoma City. The organization operates a hybrid retail-and-workforce-development model anchored by a 43-location footprint in central Oklahoma: 26 retail thrift stores, 1 outlet store, 16 attended donation centers, fixed Employment Services Centers in Oklahoma City, Ada, and Weatherford, and a Mobile Training Unit and Mobile Learning Lab that deliver services on-site. Core consumer offerings include in-store thrift retail and the ShopGoodwill.com online auction platform, which the organization describes as the first e-commerce auction created, owned, and operated by a nonprofit. Underlying technology is limited: training delivery uses virtual-reality simulators for forklift certification (OSHA preparation) and interview practice, with a Digital Literacy Lab delivering computer-skills curricula. The ClearCompany applicant tracking system is the only external software platform integrated; no AI/ML capabilities are disclosed.

Commercial revenue is generated through five streams: retail thrift sales, ShopGoodwill.com auction transactions, contracted Commercial Services (janitorial, landscaping, packaging, laundry, and document shredding, with 75% of janitorial staff identifying as having a disability), vehicle donations processed through the CARS partnership, and direct financial contributions, including proceeds from the annual Work the Runway sustainable-fashion fundraiser. Free workforce-development services — resume and cover-letter creation, digital literacy, accredited certificates through the Goodwill Career Pathways Institute (Employment Essentials, Warehousing & Logistics, Forklift, Hospitality, Customer Service, Security, Supply Chain), STEP | Youth (ages 16-20), and STEP | Reentry (offered at 6 Oklahoma correctional facilities) — are delivered to individuals facing employment barriers including disability, justice involvement, homelessness, foster-care transition, and limited education.

Customers span budget-conscious thrift shoppers (B2C, high volume), business and government buyers of Commercial Services (B2B/B2G), individuals with barriers to employment receiving free services (mission beneficiaries), and an institutional funder base including the Oklahoma Department of Corrections, Kirkpatrick Family Fund, Sarkeys Foundation, Bank of Oklahoma, and Express Employment Professionals. Pricing is immaterial for employment services (free to participants), variable in thrift retail, structured at $99.99 base plus variable fees for Home Donation Pickup through partner ReSupply, and contracts-based for Commercial Services. The board chair for 2025-2027 is Emily Shuart and the President & CEO is Will Lufburrow, who joined from Goodwill South Texas.

Name

Goodwill Industries of Central Oklahoma

Legal name

Goodwill Industries of Central Oklahoma

Website

https://okgoodwill.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Goodwill Industries of Central Oklahoma is a 501(c)(3) nonprofit operating 26 thrift stores, an online auction platform, and free employment and training programs — including certificate programs, STEP youth, and reentry services — for Oklahomans facing barriers to work.

Ownership category

akta.pro rank

Product category

Workforce Development and Thrift Retail

NAICS

Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Donation, Consignment & Resale Coordination (HSAFAFAG)

Keywords

• Thrift retail stores
• Workforce development services
• Vocational training programs
• Reentry employment programs
• Commercial janitorial services

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Thrift Store Sales: Revenue from sale of donated goods in retail thrift stores and outlet store. 85 cents of each dollar spent goes back into community programs.
2. Online Auction Sales: E-commerce auction platform through ShopGoodwill.com, the first nonprofit-owned online auction platform, selling unique items including artwork, collectibles, apparel, jewelry
3. Commercial Services: Janitorial, landscaping, packaging, laundry, and document shredding services contracted to businesses and government facilities
4. Vehicle Donations: Vehicle donation program facilitated through CARS (Charitable Adult Rides & Services) partnership
5. Financial Contributions: Direct financial donations to support mission services and programming

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Goodwill Industries of Central Oklahoma is an Oklahoma City-based 501(c)(3) nonprofit that funds its mission by selling donated goods through 26+ retail thrift stores, one outlet store, 16 attended donation centers, and the ShopGoodwill.com online auction. Proceeds are reinvested into free Employment Services Centers, Digital Literacy Lab classes, Goodwill Career Pathways Institute certificate programs, STEP Youth and STEP Reentry programs, and a Commercial Services line delivering janitorial, landscaping, packaging, laundry, and shredding contracts to businesses and government agencies.

Product overview

Goodwill Industries of Central Oklahoma operates a multi-faceted nonprofit organization combining retail thrift operations with workforce development services. The core offerings include 25+ retail thrift stores, ShopGoodwill.com online auction platform, and 16 attended donation centers for donated goods revenue. Workforce development is delivered through the Employment Services Center, Digital Literacy Lab, and Goodwill Career Pathways Institute (GCPI) offering accredited certificate programs. Specialized training includes STEP | Youth for youth ages 16-20 and STEP | Reentry for justice-involved individuals, delivered via fixed locations, Mobile Training Unit, and Mobile Learning Lab. Additional services include Commercial Services (janitorial, landscaping), RISE employee resources, and Generation Good leadership development. The organization generates revenue through retail sales to fund employment programs across central Oklahoma.

Differentiator

Problem solved

Functional benefit

Brands

• ShopGoodwill: Online auction platform for purchasing select items including artwork, collectibles, apparel, jewelry and more
• Goodwill Career Pathways Institute (GCPI)
• STEP (Skills Training & Employment Programs)
• RISE (Resources for Individual Success & Empowerment)
• Generation Good
• Goodwill Commercial Services

Products and services

• Retail Thrift Stores Network of 25-26 retail thrift stores across central Oklahoma selling donated gently-used clothing, household items, electronics, furniture, books, and accessories, with revenue reinvested into mission programs.
• ShopGoodwill.com Online Auction Online e-commerce auction platform owned and operated by Goodwill Central Oklahoma, selling artwork, collectibles, apparel, jewelry, and other unique items, available via web and mobile app.
• Goodwill Outlet Store Final-stop outlet location where donated goods are sold by the pound, targeting extreme thrifters and small business resellers.
• Attended Donation Centers 16 attended donation centers in the Oklahoma City metro where staff assist donors with unloading items, provide receipts, and supply the inventory pipeline for retail and online auctions.
• Employment Services Center Free employment services including resume and cover letter creation, job application assistance, computer access, and referrals to wraparound services, delivered at OKC, Ada, and Weatherford locations plus a mobile unit.
• Digital Literacy Lab Free digital literacy classes helping central Oklahomans expand computer and digital skills to become more competitive in today's job market.
• Goodwill Career Pathways Institute (GCPI) Certificate Programs Accredited skills-based training and micro-credential certificate programs in Employment Essentials, Hospitality, Customer Service, Forklift (VR-enhanced), Supply Chain and Logistics, Security, and Workplace Computer Skills meeting requirements for in-demand jobs.
• Mobile Training Unit and Mobile Learning Lab Two mobile classroom vehicles that deliver job preparation skills (resume writing, interview training) and accredited GCPI career certifications directly to communities throughout central Oklahoma.
• STEP | Youth (Youth Employment Preparation Program) Employment preparation program for youth ages 16-20 facing challenges such as homelessness, foster care aging out, substance abuse, criminal history, mental health issues, and disabilities, with VR programs, life skills, certifications, and job placement.
• STEP | Reentry (Reentry Preparation Program / REPP) Helps currently incarcerated and previously justice-involved individuals reenter the workforce through job skills training, VR-enabled interview preparation, and placement in fair-chance-friendly professions; offered at 6 Oklahoma correctional facilities and the Career Pathways Institute.
• Goodwill Commercial Services Outsourced business services for businesses and government facilities including janitorial, landscaping, packaging, laundry, and document shredding, with 75% of janitorial staff being people with disabilities.
• RISE (Resources for Individual Success & Empowerment) Internal employee resources program offering WorkLife Partnership supports, legal aid through Legal Aid Services of Oklahoma, community health clinic access via Community Health Centers of Oklahoma, career navigation, and the GoodwillU online training platform for current employees.
• Generation Good Emerging Leaders Board Curriculum-based emerging leaders board program preparing young professionals ages 23-40 for executive-level nonprofit board service through leadership development, governance education, and community engagement.
• Vehicle Donation Program Charity vehicle donation service accepting cars, trucks, motorcycles, trailers, boats, and planes, processed through a partnership with CARS (Charitable Adult Rides & Services) for free pickup, with proceeds directed to Goodwill's mission.
• Home Donation Pickup At-home donation pickup service powered by partner ReSupply, allowing donors to schedule convenient pickup of gently used items without transporting to donation centers; base fee of $99.99 plus additional costs based on size and quantity.
• Work The Runway Fashion Show Annual sustainable fashion show and fundraiser featuring secondhand designer fashion, silent auction, and raffle to support job training and community programs.

Quantifiable outcome

• 4,525 unique individuals served through Workforce Development programs in 2025
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ReSupplycoreChannel Partner/ Reseller/ DistributorVeteran-owned company that facilitates local home donation pickup service. Professional haulers assist with large/bulky items, disassembly, and transport down stairs. Base fee of $99.99 plus size/quantity costs.
• CARS (Charitable Adult Rides & Services)coreChannel Partner/ Reseller/ DistributorCharity organization facilitating vehicle donations for thousands of nonprofits. Handles entire donation process including free vehicle pickup. Once sold, proceeds go to Goodwill mission.
• Enid Street OutreachminorStrategic or Co-development PartnerPartnership providing 150 shirts to individuals in need in Enid area as part of community building
• PivotcoreStrategic or Co-development PartnerCommunity partner organization listed on About page
• Volunteers of AmericacoreStrategic or Co-development PartnerNational nonprofit partner for community services
• United WaycoreStrategic or Co-development PartnerCommunity partner through United Way of Central Oklahoma
• Oklahoma Department of CorrectionscoreStrategic or Co-development PartnerPartnership for REPP program offered at 6 correctional facilities across Oklahoma
• Oklahoma Re-Entry Opportunity CentercoreStrategic or Co-development PartnerPartner for reentry support services for justice-involved individuals
• TEEM (Education and Employment Ministry)coreStrategic or Co-development PartnerPartnership supporting those affected by the justice system in Oklahoma
• Community Health Centers of OklahomacoreStrategic or Co-development PartnerHealthcare provider offering convenient access to affordable healthcare services at Goodwill location, with or without insurance
• WorkLife PartnershipcoreStrategic or Co-development PartnerProvides employees with resources for life's basic needs including housing, food, utilities assistance, and more
• Legal Aid Services of OklahomacoreStrategic or Co-development PartnerFree legal assistance for personal legal matters available to Goodwill employees

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• Dress for Success: Nonprofit focused on workforce reentry for women with a donation-based apparel model. Comparable intersection of thrift/resale and workforce development mission, though narrower scope and different target population than Goodwill Central Oklahoma.
• ThredUp: Online resale platform operating a for-profit thrift and consignment model. Represents the digital-first competitive threat to Goodwill's ShopGoodwill.com auction platform and broader donation supply, with stronger unit economics on higher-value items.

Direct peers

• Goodwill Industries of Houston: Regional Goodwill chapter in Texas operating thrift retail stores alongside workforce development programs. Highly comparable structure: combination of thrift retail revenue funding employment services for individuals with barriers, similar CARF-accredited certificate programs and community reentry initiatives.
• Arc Thrift Stores: Nonprofit thrift chain operated by The Arc, with disability employment mission closely paralleling Goodwill's. Arc Thrift Stores provide vocational training and employment for individuals with disabilities, making it a direct peer on both the retail and workforce development dimensions.
• The Salvation Army Family Stores: National network of nonprofit thrift stores operated by The Salvation Army, with proceeds funding rehabilitation and workforce programs. Comparable mission-driven thrift retail model serving similar low-income customer base and donor supply chain.
• Habitat for Humanity ReStores: Nonprofit home goods and furniture resale stores operated by Habitat for Humanity affiliates. Directly comparable nonprofit donation/resale model where revenue funds the parent mission (housing), with similar geographic chapter structure and donor supply dependency.

Broad incumbents

• Savers: Largest for-profit thrift chain in North America operating Value Village, Savers, and Unique stores. Directly comparable thrift retail business model with similar donation supply chain but operates for-profit rather than nonprofit, offering a benchmark for retail efficiency without the mission margin constraints.
• Goodwill Industries International: National umbrella network supporting 150+ local Goodwill chapters. Goodwill Industries of Central Oklahoma operates as an autonomous chapter within this network, sharing the brand, mission framework, and operational best practices, making it the most directly comparable organization at the system level.

Regional players

• Goodwill of North Central Oklahoma: Sister Goodwill chapter serving northern Oklahoma with similar thrift retail and workforce development programs. Comparable regional chapter structure and mission, but operates in adjacent rather than overlapping geography with Central Oklahoma Goodwill.

Others

• Volunteers of America: National nonprofit operating workforce development, housing, and support services including thrift donation programs. Already a strategic referral partner of Goodwill Central Oklahoma, with comparable mission focus on barriers-to-employment populations.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/okgoodwill
• YouTubeyoutube.com/@okgoodwill
• Facebookfacebook.com/okgoodwill
• LinkedInlinkedin.com/company/okgoodwill
• Instagraminstagram.com/okgoodwill
• TikToktiktok.com/@okgoodwill

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Industries of Central Oklahoma