Goodwill

What Goodwill does

Goodwill Industries-Suncoast, Inc. is a 501(c)(3) nonprofit organization founded in 1958 and headquartered in St. Petersburg, Florida, operating across 10 counties in West Central Florida. The organization runs a donated-goods retail network, including fixed-price thrift stores, by-the-pound outlet stores ("the bins"), and the ShopGoodwill e-commerce platform, with prices typically ranging from $3.98 to $12.98. Approximately 89% of its operating budget is directed to programs and services, with the retail surplus, monetary donations, and government/foundation grants collectively funding a diversified social services portfolio: Job Connection Centers, employment services, re-entry support, affordable housing, the BookWorks children's literacy program, Belle of the Ball formal-wear program, JA Finance Park financial education, VITA free tax preparation with United Way, and supported employment for people with cognitive disabilities.

The underlying technology stack is largely commodity: standard retail point-of-sale systems, Google Analytics, the multi-affiliate ShopGoodwill auction platform, and the MyJobConnection.org virtual services portal. Differentiated technology is limited to adapted iPad applications deployed for employees with cognitive disabilities, which contributed $2.3 million in additional revenue. The organization holds HIPAA-compliance verification and serves 1,262 job placements and 33,366 individuals annually.

The business model rests on a virtuous cycle: donated goods are supplied at near-zero cost, retail and online channels generate surplus, and that surplus funds workforce development and community programs, which in turn reinforce the social mission that drives donations and foot traffic. Go-to-market is community-led and multi-channel, combining physical retail, e-commerce, cause-marketing round-up programs, the annual Hippie Dash fundraising event, and partnerships with entities such as United Way Suncoast, VFW, and Dell ReConnect. Customer segments include budget-conscious consumers, job seekers with employment barriers, individual and corporate donors, and corporate sponsors, with no proprietary technology platform constituting a competitive moat.

Name

Goodwill

Legal name

Goodwill Industries-Suncoast, Inc.

Website

https://goodwill-suncoast.org

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Goodwill Industries-Suncoast is a 501(c)(3) nonprofit operating thrift retail stores, outlet bins, and the ShopGoodwill e-commerce platform across 10 West Central Florida counties, using donated-goods revenue to fund workforce development, job training, housing, literacy, and re-entry programs for people with employment barriers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hillsborough

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Donated Goods: Goodwill operates retail thrift stores selling donated goods. Revenue is generated from retail sales at fixed price points, outlet stores selling by the pound, and periodic color-tag discount programs. Approximately 89% of Goodwill-Suncoast's operating budget is devoted to programs and services, meaning retail revenue directly funds community programs.
2. Monetary Donations: Goodwill accepts monetary donations including vehicle donations, planned giving, and round-up programs at checkout. Donations are tax-deductible for donors. Round-up programs allow shoppers to round up purchases to support Goodwill services.
3. Workforce Development Grants and Contracts: Goodwill receives government and foundation grants to operate workforce development programs including job training, placement services, and employment support for people with disabilities and other barriers to employment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Goodwill Industries-Suncoast operates a network of retail thrift stores selling donated clothing, household goods, and accessories at discounted prices. Revenue from these retail operations funds workforce development programs including job training, employment placement, and community services for people with disabilities and other barriers to employment. The organization also provides free tax preparation, children's literacy programs, affordable housing, re-entry services, and temporary staffing across 10 counties in West Central Florida.

Product overview

Goodwill Industries Suncoast is a nonprofit organization operating a network of retail thrift stores and community services. The core offering consists of donated goods retail operations (physical stores, outlet stores, and online ShopGoodWill platform) that generate revenue to fund workforce development programs. Key services include Job Connection Centers offering free employment assistance and placement, BookWorks children's literacy program, JA Finance Park financial education, Belle of the Ball formal dress program, housing services, re-entry programs, and temporary staffing. The organization also runs virtual job services through MyJobConnection.org and offers free tax preparation through the VITA program in partnership with United Way. A clean energy training center focused on solar and EV careers is scheduled to open in 2026. Fundraising events like the annual Hippie Dash run also support the mission.

Differentiator

Problem solved

Functional benefit

Brands

• BookWorks: Children's literacy program that provides books to children in need through volunteer reading programs and book distribution.
• Belle of the Ball
• Job Connection
• Hippie Dash

Products and services

• Goodwill Retail Stores Physical retail stores selling donated clothing, household goods, and accessories at discounted prices (typically $3.98 to $12.98) across 10 counties in West Central Florida. Open to individual consumers seeking affordable secondhand items.
• Goodwill Outlet Stores (The Bins) Outlet stores selling items by the pound at deeply discounted rates. Items did not sell in regular retail stores. Popular among extreme thrifters and budget-conscious consumers.
• ShopGoodwill Online E-commerce platform (shopgoodwill.com) allowing shoppers to purchase donated goods online, extending Goodwill's retail reach beyond physical locations.
• Job Connection Centers Workforce development centers co-located inside retail stores offering free employment services, job search assistance, resume help, interview coaching, and connection to free services including Google IT certification scholarships.
• MyJobConnection.org Virtual Services Online platform offering job boards, resume templates, certification courses, and live chat with employment specialists. Extends workforce services beyond physical centers.
• BookWorks Children's literacy program where volunteers read to preschoolers and present books to children. Over 70,000 children received books through this program during the last two years before 2021.
• JA Finance Park Financial literacy program helping young people learn about budgeting, saving, and financial planning.
• Belle of the Ball Program providing free prom, homecoming, and formal event gowns to young women who cannot afford them. Originally founded in 2003 as The Belle of the Ball Project and acquired by Goodwill in 2021.
• Goodwill Housing Affordable housing programs for seniors and people with disabilities.
• Re-entry Services Programs helping individuals returning to the community after incarceration with employment and support services.
• Goodwill Temporary Staffing Temporary employment services connecting workers with job opportunities.
• Goodwill Donation Services Accepts donations of clothing, household goods, and other items at retail stores and dedicated donation centers. Includes vehicle donation program through goodwillcardonation.org and monetary donations.
• Clean Energy Training Center Training facility focused on solar and electric vehicle careers, scheduled to open in 2026 on San Mateo Boulevard. Represents a $1.3 million investment.
• Free Tax Preparation (VITA Program) Free tax preparation services through the IRS VITA program in partnership with United Way Suncoast, available to households earning less than $74,000 annually.

Quantifiable outcome

• 1,262 people placed in jobs and 33,366 people served in the prior year
• +5 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core, flagship, major and minor.

• United Way SuncoastcoreStrategic or Co-development Partner · 27 January 2026United Way Suncoast and Goodwill Manasota continue their partnership to offer free tax preparation services through the IRS VITA program to low- and moderate-income households in the Sarasota/Bradenton, Florida region. In 2025, the program brought back $11.7 million in refunds, tax credits, and preparation fee savings to the five-county region, with 9,669 returns prepared. Appointments begin January 27 at Goodwill locations.
• USI (Presenting Sponsor)flagshipGTM or Marketing PartnerUSI is the presenting sponsor of Goodwill's Hippie Dash annual run/walk event. The Hippie Dash is a major annual fundraiser for Goodwill-Suncoast's workforce development programs. The event includes 10K, 5K, 1-mile Walk Woof & Roll, and Flower Child Fun Run, expected to draw over 1,000 participants to Safety Harbor waterfront.
• Publix Super Markets CharitiesmajorGTM or Marketing PartnerPublix Super Markets Charities is a major sponsor of Goodwill's Hippie Dash event, supporting the organization's programs for people with barriers to employment.
• Marsh McLennan AgencymajorGTM or Marketing PartnerMarsh McLennan Agency is a sponsor of Goodwill's Hippie Dash event.
• BayCaremajorGTM or Marketing PartnerBayCare is listed as a sponsor of Goodwill's Hippie Dash event.
• Regions BankmajorGTM or Marketing PartnerRegions Bank is listed as a sponsor of Goodwill's Hippie Dash event.
• Raymond JamesmajorGTM or Marketing PartnerRaymond James is listed as a sponsor of Goodwill's Hippie Dash event.
• Dell ReConnectmajorGTM or Marketing PartnerDell ReConnect is a sponsor of Goodwill's Hippie Dash event. Dell ReConnect is a Dell program that refurbishes computers for donation to nonprofits.
• Suncoast Credit UnionmajorGTM or Marketing PartnerSuncoast Credit Union is a sponsor of Goodwill's Hippie Dash event.
• Hippie Dash Running Club PartnerscoreGTM or Marketing PartnerRunning club partners for Hippie Dash include Black Girls Run!, Safety Harbor Runs, and Tampa Bay Runners. These community running organizations help promote and organize the annual event.
• VFW Auxiliary SPC Zachary L. Shannon Memorial Post 2550coreStrategic or Co-development PartnerGoodwill-Suncoast partnered with VFW Auxiliary SPC Zachary L. Shannon Memorial Post 2550 for a clothing drive at Pinellas County Goodwill stores (September 1-30). Donated clothing was given to veterans served through the Social Services Department of Bay Pines Healthcare System. Collection boxes were available at five Goodwill store locations in Pinellas County.
• International Red CrossminorGTM or Marketing PartnerGoodwill directed special round-up collections during April to the International Red Cross to assist Ukrainians who fled their country. Florida Goodwills also provided direct assistance and monetary aid to Ukrainian refugees, including certificates for clothing and household goods at Goodwill stores, and referrals to housing, food assistance, and employment services.
• Clearwater Sports MassageminorGTM or Marketing PartnerClearwater Sports Massage is listed as an event sponsor for the Hippie Dash.
• Clearwater Facial SpaminorGTM or Marketing PartnerClearwater Facial Spa is listed as an event sponsor for the Hippie Dash.
• AcrisureminorGTM or Marketing PartnerAcrisure is listed as an event sponsor for the Hippie Dash.
• Piedmont CompaniesminorGTM or Marketing PartnerPiedmont Companies is listed as an event sponsor for the Hippie Dash.
• Hawkins ConstructionminorGTM or Marketing PartnerHawkins Construction is listed as an event sponsor for the Hippie Dash.
• Bayside SolutionsminorGTM or Marketing PartnerBayside Solutions is listed as an event sponsor for the Hippie Dash.
• Dex ImagingminorGTM or Marketing PartnerDex Imaging is listed as an event sponsor for the Hippie Dash.
• United HealthcareminorGTM or Marketing PartnerUnited Healthcare is listed as an event sponsor for the Hippie Dash.
• PenskeminorGTM or Marketing PartnerPenske is listed as an event sponsor for the Hippie Dash.
• CanteenminorGTM or Marketing PartnerCanteen is listed as an event sponsor for the Hippie Dash.
• Regent Products CorpminorGTM or Marketing PartnerRegent Products Corp is listed as an event sponsor for the Hippie Dash.
• Leon Korol CompanyminorGTM or Marketing PartnerLeon Korol Company is listed as an event sponsor for the Hippie Dash.
• Arbel GroupminorGTM or Marketing PartnerArbel Group is listed as an event sponsor for the Hippie Dash.
• Freedom Distribution LLCminorGTM or Marketing PartnerFreedom Distribution LLC is listed as an event sponsor for the Hippie Dash.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Goodwill Industries International: The national coordinating body of the Goodwill network. While the subject is a regional Goodwill affiliate, Goodwill Industries International sets shared brand standards, technology, and programmatic strategy, making it the broadest comparable incumbent.

Emerging players

• Poshmark: Social resale marketplace for apparel and accessories; competes for secondhand consumer mindshare, particularly among younger demographics that Goodwill is also courting via TikTok-driven traffic.
• ThredUp: Online-first apparel resale platform; competes in the broader secondhand market for share-of-wallet and donation streams, capturing digital resale demand that Goodwill's lower-tech operation cannot fully serve.

Direct peers

• Arc Thrift Stores: Nonprofit thrift retailer whose proceeds fund programs for people with intellectual and developmental disabilities—overlapping Goodwill's disability-employment mission while operating similar donated-goods retail.
• The Salvation Army: Operates a parallel dual-mission nonprofit model combining donated-goods thrift retail with workforce, housing, and community service programs, serving as the closest mission-aligned peer.
• Savers / Value Village: The largest for-profit thrift operator; partners with multiple nonprofits including Goodwill affiliates and runs the same donated-goods, pounds-priced retail model with national scale.
• Habitat for Humanity ReStores: Nonprofit home-goods resale retail operated by Habitat for Humanity affiliates; same donation-accepting, social-mission-funded store model focused on furniture and household goods.
• Buffalo Exchange: For-profit thrift and resale chain accepting direct consumer goods in exchange for cash or trade-in credit, serving the same value-conscious fashion customer as Goodwill outlets and retail stores.
• Plato's Closet: Teen and young-adult-focused for-profit resale franchise buying and reselling used clothing; targets overlapping Gen Z value-conscious shoppers discovering thrifting via TikTok.
• St. Vincent de Paul Thrift Stores: Nonprofit network of thrift stores funding social services including workforce programs; operates the same donation-driven retail, mission-margin model as Goodwill-Suncoast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/GoodLilly
• Facebookfacebook.com/goodwillsuncoast
• LinkedInlinkedin.com/company/goodwill-suncoast
• Instagraminstagram.com/goodwillsuncoast
• YouTubeyoutube.com/channel/UCxQfDBZqbVHQ7Hdz5xDtDrw
• Pinterestpinterest.com/goodlilly

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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