Goodwill of the Heartland

What Goodwill of the Heartland does

Goodwill of the Heartland is a non-profit organization founded in 1965 and headquartered in Cedar Rapids, Iowa, operating across 19 counties in southeastern Iowa and west-central Illinois. The organization runs an integrated social enterprise model with three core business lines: a retail division comprising 18 stores plus one outlet that generates 76% of revenue through donated goods sales; Heartland Goodwill Enterprises (HGE), established in 2013, which holds AbilityOne federal contracting status for vegetable oil packaging and custodial services at federal buildings; and a workforce development division that includes 10 Helms Career Centers, SNAP E&T, Veterans Services, and voucher programs. In 2025, the organization served 9,833 people, placed 833 individuals in jobs, engaged 723,517 donors, and recycled 10,387,652 lbs of material. The organization maintains a self-sustaining financial model where 88 cents of every dollar is reinvested in mission services, with key institutional partners including USDA, GSA, AbilityOne, Google.org, VA, DOL, and Dell Reconnect.

The business model cross-subsidizes mission services through retail surplus and federal contract revenue, enabling free or subsidized workforce programming for disadvantaged populations including people with disabilities, veterans, and low-income individuals. Revenue mechanics are anchored in high-volume, low-margin thrift retail with donation-driven inventory, complemented by stable government contract streams through HGE and per-service workforce development funding. The go-to-market approach combines geographic density (store coverage across a 19-county footprint), partnership-driven program delivery (e.g., SNAP E&T in coordination with state agencies), and donor engagement at scale.

Recent strategic activity indicates ongoing expansion: a 10th Helms Career Center opened in Mount Pleasant in July 2025, new program verticals including a Manufacturing Career Pathway and Google AI Essentials training launched in 2025, and a ReSupply digital donation platform partnership was announced for January 2026. The organization holds Forbes "America's 25 Most Inspiring Companies" recognition, a Charity Watch 'A' rating, and CARF Accreditation.

Name

Goodwill of the Heartland

Legal name

Goodwill Industries of the Heartland

Website

https://goodwillheartland.org

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Workforce Development & Nonprofit Human Services

NAICS

Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (81399), Administrative and Support Services (561)

akta.pro primary industry

Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL)

akta.pro secondary industries

Benefits Administration & Total Rewards Outsourcing (BPACAKAE), Asset Recovery, Surplus & Decommissioning Services (EUAIANAD)

Keywords

• Thrift retail
• Workforce development
• Community employment services
• Disability services
• Contract manufacturing

Headquarters

HQ city

Cedar Rapids

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Operations: Revenue from 18 traditional Goodwill thrift stores, 1 outlet store, and online eCommerce (ShopGoodwill.com Cedar Rapids). Sells donated goods including clothing, household items, electronics, furniture. Store revenue provides 76% of funding for community programs.
2. Government Contracts (AbilityOne): Heartland Goodwill Enterprises operates federal contracts through AbilityOne Program, the largest source of employment for people with disabilities. Contracts include vegetable oil packaging for USDA and custodial services for government buildings.
3. Voucher Program Partnerships: Partnership with human service agencies to distribute shopping vouchers. In 2025, distributed $180,066 in shopping vouchers to individuals and families in need.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Goodwill of the Heartland runs a network of thrift stores whose sales proceeds fund employment placement, job training, and human services for people with barriers to work — especially individuals with disabilities and veterans. It also operates career centers, day habilitation and supported community living programs, veterans' services, and Heartland Goodwill Enterprises (HGE), a contract-manufacturing division that packages vegetable oil and provides custodial and document-shredding services under federal set-aside contracts.

Product overview

Goodwill of the Heartland operates a multi-channel retail platform comprising 18 traditional thrift stores, one Outlet Store (selling by-the-pound merchandise), and an online ShopGoodwill.com auction platform featuring unique and higher-end items. The organization supplements retail with specialized Goodwill Reboot computer/electronics sales. Beyond retail, Goodwill offers workforce development services including 10 Helms Career Centers, job placement and coaching, vocational training certifications, SNAP Employment & Training, Veterans Services, Day Habilitation, and Supported Community Living. A separate entity, Heartland Goodwill Enterprises, operates federal contracts for custodial services and a vegetable oil packaging plant through the AbilityOne program. The company also operates a voucher program distributing shopping assistance through partner agencies and a customer loyalty Rewards Card.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Goodwill Thrift Stores Physical retail stores that resell donated clothing, household goods, books, and media to local shoppers at value pricing, with proceeds funding workforce-development programs.
• Goodwill Outlet Store Outlet retail location priced by the pound, processing residual inventory from the traditional thrift store network.
• ShopGoodwill.com Online Auctions E-commerce auction storefront extending the donated-goods mission to a national online buyer pool for collectibles and higher-value merchandise.
• Helms Career Centers Career center network providing job-readiness preparation, digital skills training, credentialing, employer matching, and placement services for individuals with barriers to employment.
• Day Habilitation Services Structured daytime habilitation program for adults with disabilities focused on independent-living skills, community participation, and personal development.
• Supported Community Living Community-based supported-living services that help individuals with disabilities maintain independent households with coaching and periodic support.
• Veterans Services Employment-readiness and reintegration services tailored to veterans, including job coaching, employer matching, and wraparound supports.
• SNAP Employment & Training Federally funded SNAP Employment & Training program delivering employment and training services to SNAP participants in the service region.
• Certified for Success Training Programs Structured training programs that pair classroom and on-the-job learning with industry-recognized credentials to support sustained employment outcomes.
• Job Development Services Job-development and placement services that build employer relationships on behalf of program participants and provide individualized placement support.
• Heartland Goodwill Enterprises (HGE) — Contract Manufacturing & Services Subsidiary that operates federal and commercial contract lines — automated vegetable oil packaging, custodial/janitorial services, and secure document destruction — providing employment to program participants while fulfilling federal set-aside contracting requirements.
• Voucher Program Voucher-based retail credit program that allows referral partners (social services, schools, community organizations) to direct Goodwill purchasing power to individuals in need.

Quantifiable outcome

• 9,833 people received services in 2025
• +7 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

15 partnerships are on record, tiered minor and core.

• ReSupplyminorStrategic or Co-development Partner · 21 January 2026New home donation pickup service partnership announced January 21, 2026. Helps donors support veterans, the circular economy, local workforce training and Goodwill of the Heartland's mission through easier donation scheduling.
• Google.orgcoreStrategic or Co-development Partner · 17 September 2025Google.org and Goodwill partnership announced September 17, 2025 to provide no-cost access to Google AI Essentials, helping people stay competitive in a tech-driven job market. Part of Goodwill Digital Career Accelerator.
• AbilityOne Program (SourceAmerica)coreStrategic or Co-development PartnerAbilityOne is the largest source of employment for people with disabilities by providing products and services to the Federal Government. Heartland Goodwill Enterprises creates jobs through AbilityOne with 75% direct labor requirement for people with significant disabilities. 39,000+ people with disabilities employed, 2,500+ veterans and Wounded Warriors employed, 400+ participating nonprofits.
• US Department of Agriculture (USDA)coreStrategic or Co-development PartnerFederal customer for vegetable oil packaging plant operations. USDA is primary federal partner for edible oil packaging and fortification operations at Heartland Goodwill Enterprises.
• General Services Administration (GSA)coreStrategic or Co-development PartnerGSA contracts for custodial services at federal buildings including Herbert Hoover Presidential Library (47,169 sq ft), Neal Smith Federal Building Des Moines (266,006 sq ft), Federal Building Iowa City (60,142 sq ft), and Federal Courthouse Davenport (148,332 sq ft).
• National Archives & Records AdministrationcoreStrategic or Co-development PartnerFederal partner for Herbert Hoover Presidential Library & Museum in West Branch, Iowa. Heartland Goodwill Enterprises provides custodial and cleaning services (47,169 cleanable square feet).
• U.S. Army Corps of EngineersminorStrategic or Co-development PartnerContract partner for Federal Courthouse custodial services. Located in Davenport, Iowa with 148,332 cleanable square feet.
• U.S. Department of Veterans AffairscoreStrategic or Co-development PartnerDedicated funding through VA for employment assistance to veterans experiencing homelessness or near homelessness. Partially funds Veterans Services program.
• U.S. Department of LaborcoreStrategic or Co-development PartnerDedicated funding through Department of Labor for employment assistance programs serving veterans and other job seekers with barriers.
• Dell ReconnectminorStrategic or Co-development PartnerPartnership with Dell Reconnect makes Goodwill the largest recycler of e-waste in the United States. Computers and electronics donated are recycled or refurbished for resale through Goodwill Reboot.
• Cedar River RanchminorGTM or Marketing PartnerNonprofit workforce partner. Goodwill provides ServSafe and ServSafe Manager certifications for residents preparing for food service employment.
• Van Meter, Inc.minorGTM or Marketing PartnerElectrical supply company workforce partner. Goodwill provides qualified employees who demonstrate reliability and quality work at their facility.
• Vonachen GroupminorGTM or Marketing PartnerJanitorial services company. Goodwill refers dependable employees who show up on time and follow workplace rules. Job coaches ensure expectations are met.
• Kwik StarminorGTM or Marketing PartnerConvenience store chain workforce partner serving the Midwest. Goodwill provides workforce solutions for store operations.
• Burger KingminorGTM or Marketing PartnerFast food restaurant franchise. Goodwill provides ongoing workforce support with job coaches ensuring workplace success and connecting quickly when concerns arise.

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• SourceAmerica: AbilityOne program central nonprofit agency that administers federal contracts creating employment for people with disabilities. Directly comparable as AbilityOne counterpart managing vegetable oil packaging, custodial, and similar federal contracts through affiliated nonprofits.
• The Arc of the United States: National nonprofit providing advocacy and services for people with intellectual and developmental disabilities, including day programs and supported employment. Comparable as a partner/peer in disability employment and day habilitation service delivery.
• Easterseals: Disability services nonprofit providing employment support, vocational rehabilitation, and day programs for people with disabilities. Directly comparable in serving similar AbilityOne-adjacent populations and offering workforce development for individuals with barriers.
• Goodwill of Greater Washington: Mid-Atlantic regional Goodwill affiliate operating thrift stores, career centers, AbilityOne contracts, and workforce development programs. Comparable in operating model, federal contract exposure, and service mix to Goodwill of the Heartland.
• Salvation Army: International nonprofit operating thrift stores, employment training, veterans services, and disability/rehabilitation programs with similar dual retail-plus-mission model. Comparable in scale, donor-funded structure, and service breadth.
• Goodwill Industries of San Diego County: Regional Goodwill affiliate of similar operational scale operating thrift retail, career centers, federal AbilityOne contracts, and workforce development. Comparable in mix of retail, mission services, and federal contract operations.
• Volunteers of America: National nonprofit providing workforce development, housing, veterans services, and disability programs. Comparable in mission scope, federal contract participation, and multi-service nonprofit structure.

Emerging players

• Habitat for Humanity ReStores: Nonprofit home goods/furniture resale stores funding home-building programs. Comparable as a nonprofit thrift/resale model funding mission programs, though focused on home goods rather than the broader used goods assortment.

Broad incumbents

• United Way: National nonprofit network funding and coordinating community services including workforce development. Comparable in mission scope, donor-funded model, and community-based service delivery, though operating model is grantmaking rather than direct service.
• Goodwill Industries International: Federation of 150+ regional Goodwill organizations in North America. Directly comparable as the umbrella organization governing affiliates like Goodwill of the Heartland, with overlapping mission, branding, and operational model.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/goodwillheart
• YouTubeyoutube.com/user/GoodwillHeartland
• Facebookfacebook.com/goodwillheartland
• LinkedInlinkedin.com/company/goodwill-of-the-heartland
• Instagraminstagram.com/goodwillheart

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 of the Heartland