Goodwill of Western New York

What Goodwill of Western New York does

Goodwill of Western New York is a 501(c)(3) nonprofit organization chartered in 1920 and headquartered in Buffalo, New York. It operates a social-enterprise model that combines a regional thrift-retail network with a workforce development program. The retail arm consists of 11 stores, 1 outlet center, and 8+ community donation centers across Erie, Niagara, Chautauqua, Cattaraugus, Genesee, and Wyoming Counties, supplemented by mobile donation units, a Priority Pickup service (via ReSupply), and participation in the national ShopGoodwill online auction platform. Goods donated by community members supply this retail network, which serves roughly 90,000 shoppers per month and diverts more than 10 million pounds of material from landfills annually.

The workforce development arm is anchored by Goodskills Career Builder, a four-week no-cost training program for adults with barriers to employment in Erie, Niagara, Chautauqua, or Cattaraugus Counties. Participants earn industry-recognized credentials (OSHA 10, forklift, cybersecurity/CompTIA Tech+) and receive up to three years of career coaching; graduates have been placed at employers including Precision Rollform, Worksport, TAM Ceramics, Catholic Health, Fresenius Kabi, Eastman Machine, Centivo, and the IRS. Specialized services exist for veterans (since 1945) and program participants are sourced through referral partnerships with Erie County DSS, NY State Department of Labor, the Veterans One-stop Center of WNY, Orleans-Niagara BOCES, and Trocaire College, the latter co-developing the IT curriculum since 2021.

Revenue is generated entirely through the donation-funded retail engine, online auctions, Goodwill Gives donation drives, and financial gifts (one-time, recurring, and planned). Programs are free to participants, and the organization holds CARF International accreditation through May 31, 2029. The leadership team is led by President & CEO Thomas Ulbrich, with Lindsay Batrowny as CFO and Randi Murphy as VP of Strategic Initiatives & Workforce Development. The organization is currently expanding with its first Cattaraugus County retail store and career center in Olean, opening August 1, 2026.

Name

Goodwill of Western New York

Legal name

Goodwill of Western New York

Website

https://goodwillwny.org

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Short description

Goodwill of Western New York is a 501(c)(3) nonprofit founded in 1920 that funds no-cost workforce training (Goodskills Career Builder) for adults with employment barriers in Western New York through a regional network of 11 thrift retail stores, an outlet center, and donation centers.

Ownership category

akta.pro rank

Product category

Nonprofit Thrift Retail & Workforce Development

NAICS

Vocational Rehabilitation Services (6243)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Incumbent Worker Training & Upskilling (EDAAAOAE)

akta.pro secondary industry

Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK)

Keywords

• Thrift retail stores
• Workforce development services
• Vocational training programs
• Donation pickup services
• Nonprofit social services

Headquarters

HQ city

Buffalo

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Retail Store Sales: Revenue generated from selling donated gently used clothing, household items, furniture, electronics, and other goods in 11 retail stores and an outlet center across Western New York. The revenue is reinvested directly into workforce development and employment programs.
2. Online Auction Sales: Proceeds from shopgoodwill.com online auction site where donated items are sold. Local or nearby purchasers can pick up items from Goodwill's headquarters in Buffalo. Profits fund education, training, and job placement programs.
3. Financial Donations: One-time gifts, recurring gifts (monthly, quarterly, or annual), and planned giving arrangements (bequests, charitable trusts). Monthly gifts provide predictable income for funding programs.
4. Donation Drives (Goodwill Gives): Schools, teams, and non-profit organizations collect donations and earn money at 20 cents per pound of items collected. Mobile Donation Units available for community events.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Goodwill of Western New York operates a social enterprise that sells donated gently used clothing, household items, furniture, and electronics through 11 retail stores, one outlet center, and the ShopGoodWill online auction, with all proceeds reinvested into the organization's Goodskills Career Builder workforce development program. Goodskills Career Builder provides free, four-week no-cost training to adults in Erie, Niagara, Chautauqua, and Cattaraugus Counties, preparing them for higher-wage careers in manufacturing and technology with industry-recognized credentials (OSHA 10, forklift, cybersecurity) and up to three years of career coaching.

Product overview

Goodwill of Western New York operates a dual-purpose social enterprise model combining retail operations with workforce development services. The core offering is Goodskills Career Builder, a four-week no-cost job training program that prepares adults for higher-wage careers in manufacturing and technology fields, with participants receiving up to three years of career coaching support. This flagship program is complemented by Goodskills Career Builder for Veterans, a specialized track serving veterans since 1945. Supporting the mission are 11 retail stores and one outlet center that sell donated goods, generating revenue that funds all workforce programs. Additional services include the Mobile Donation Unit, Priority Pickup Service partnered with ReSupply, Goodwill Gives Donation Drives for community organizations, and the Boot Fund providing work boots to program graduates. The organization also runs a Goodwill Ambassador Program for social media creators and participates in the national ShopGoodWill online auction platform.

Differentiator

Problem solved

Functional benefit

Brands

• Goodskills Career Builder: Goodwill of Western New York's flagship workforce development initiative, offering adults targeted, no-cost training for higher-wage careers in manufacturing and tech-aligned fields. Participants earn industry-recognized credentials, gain hands-on experience and job-readiness skills, and receive guidance from a dedicated career coach for up to three years.
• Goodwill Gives

Products and services

• Goodskills Career Builder Flagship workforce development initiative offering adults aged 18+ no-cost training for higher-wage careers in manufacturing and tech-aligned fields across Erie, Niagara, Chautauqua, and Cattaraugus Counties. Participants earn industry-recognized credentials including OSHA 10, forklift, and cybersecurity certifications, gain hands-on experience and job-readiness skills, and receive guidance from a dedicated career coach for up to three years.
• Goodskills Career Builder for Veterans Specialized workforce track serving veterans and their families in transition from military service to civilian careers. Provides linkages to employers, human service providers, and veterans service organizations, and supports more than 300 local veterans annually through the RoundUp program.
• Retail Store Operations Network of 11 retail stores plus one outlet center in Batavia, Buffalo, Cheektowaga, Clarence, Depew, Hamburg, Lockport, Niagara Falls, North Buffalo, Tonawanda, and West Seneca, selling gently used clothing, household items, furniture, electronics, and more at affordable prices. Each store carries more than 25,000 unique items. Proceeds fund workforce development programs.
• ShopGoodWill Online Auction Online auction channel accessed at shopgoodwill.com/buffalo for selling donated items to local and nearby purchasers. Revenue funds education, training, and job placement programs. Operated through the broader Goodwill network shared by more than 100 Goodwill organizations.
• Mobile Donation Unit Free service that parks a Mobile Donation Unit at a donor's home, business, or community event for three days, accepting boxes, furniture, and household goods. Goodwill picks up the unit and delivers donations to a local donation center.
• Priority Pickup Service Discounted fee-based donation pickup service partnered with ReSupply, using licensed and insured movers to collect gently used items from donor homes and deliver them directly to Goodwill donation centers. Any items Goodwill cannot accept are recycled or ethically disposed.
• Goodwill Gives Donation Drives Fundraising program allowing schools, teams, and nonprofit organizations to raise money by collecting gently used items from supporters and earning 20 cents per pound donated. Goodwill provides marketing materials, donation bins, and Mobile Donation Units to support the drive.
• Goodwill Rewards Email-based loyalty program offering members exclusive offers, member-only coupons, and special shopping events delivered to their inbox.

Quantifiable outcome

• Over 500 individuals graduated and entered workforce since 2021
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

17 partnerships are on record, tiered minor, core and major.

• Heart, Love & SoulminorOthers · 1 January 2025Non-profit organization addressing food and housing insecurity in Niagara Falls. Received $2,500 in Goodwill gift cards to distribute to individuals in need of essential clothing and household goods. Part of Goodwill Gives Back initiative.
• Trocaire CollegecoreStrategic or Co-development Partner · 1 January 2021Trocaire College has been a partner of Goodskills Career Builder since its pilot program in 2021, providing classroom-based IT instruction taught by Trocaire faculty. Focus areas include foundational IT skills, cybersecurity awareness, and CompTIA Tech+ content. This partnership has resulted in more than 900 Goodskills graduates completing technology training.
• Veterans One-stop Center of WNYcoreStrategic or Co-development Partner · 1 January 2012Launched in 2012 with Western New York Veterans Housing Coalition. Empowers veterans, service members, and family members to achieve economic success, housing stability, and emotional health through outreach, advocacy, and linkages to community resources.
• West Herr Automotive GroupmajorGTM or Marketing PartnerPresenting sponsor for both the 24th and 25th Annual Pathways to Success Achievement Awards. Major supporter of Goodwill's mission to help people reach their full potential through learning and the power of work.
• Rich's CateringminorGTM or Marketing PartnerEvent caterer for Pathways to Success Achievement Awards events, providing meals for attendees.
• The Powerhouse at Color ParkminorGTM or Marketing PartnerEvent venue host for Pathways to Success Achievement Awards, accommodating more than 300 guests.
• Ingram MicromajorGTM or Marketing Partner2025 Business Partner of the Year. Consistent and active participant in Goodskills Career Fairs, regularly interviewing graduates for open positions. Commitment to inclusive hiring has resulted in multiple graduates securing higher-paying careers in technology.
• M&T BankmajorGTM or Marketing Partner2025 Business Partner of the Year. Previously honored for contributions to Goodskills Career Builder curriculum, providing financial literacy programming that helped participants build essential money management skills.
• New York State Department of LaborcoreGTM or Marketing Partner2025 Community Partner of the Year. Integral part of the Goodskills Career Builder referral process, referring dozens of potential candidates each month. Team works to ensure every person is treated with dignity, compassion, and personalized care.
• Western New York Veterans Housing CoalitioncoreStrategic or Co-development PartnerPartner in launching the Veterans One-stop Center of WNY in 2012. Coalition focuses on providing housing and support services for veterans.
• Orleans-Niagara BOCESminorGTM or Marketing PartnerCommunity partner that referred Matthew to Goodskills Career Builder. De Lanio was accepted into the CNC Machining Program at Orleans-Niagara BOCES after Goodskills graduation.
• Jamestown Community CollegeminorStrategic or Co-development PartnerHosts the Jamestown Goodskills Career Builder program located on the JCC campus. Jessica toured the Manufacturing Technology Institute (MTI) on the JCC campus with her cohort.
• Habitat for HumanityminorOthersNon-profit partner supported through Goodwill's community engagement programs.
• WNYHeroesminorOthersNon-profit partner supported through Goodwill's community engagement programs.
• FeedMoreminorOthersNon-profit partner supported through Goodwill's community engagement programs.
• Buffalo StateminorOthersEducational partner supported through Goodwill's community engagement programs.
• Buffalo Fashion RunwayminorOthersPartner supported through Goodwill's community engagement programs.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Savers / Value Village: Large for-profit thrift retailer operating donation-pipeline and secondhand stores at scale across North America. Comparable store operations and donation logistics, but commercial rather than nonprofit and lacks the workforce development mission.
• Goodwill Industries International: Umbrella network for 100+ Goodwill chapters in the US and Canada, providing shared brand, ShopGoodwill.com auction platform, and standards. Broad incumbent ecosystem enabler rather than direct single-chapter competitor.

Direct peers

• Per Scholas: Nonprofit providing no-cost IT and cybersecurity training to adults from underserved communities, with employer placement focus. Directly parallels the tech training portion of Goodskills via its Trocaire College partnership (CompTIA Tech+, cybersecurity).
• Year Up: National nonprofit providing workforce training and corporate placement for young adults facing barriers to employment, with employer partnerships as a core GTM channel. Directly comparable mission and target population to Goodskills Career Builder.
• Salvation Army: National nonprofit operating family thrift stores that fund adult rehabilitation, workforce, and social-service programs. Highly comparable combination of donated-goods retail, workforce programs for underserved populations, and community referral partnerships.
• Dress for Success: Nonprofit organization providing workforce-readiness support, professional attire, and career development services to individuals facing barriers to employment. Directly comparable underserved-population workforce mission and donor-funded model.
• Goodwill Industries of Greater New York and Northern New Jersey: Larger Goodwill chapter operating the same dual social-enterprise model (thrift retail funding workforce programs) in a different region. Closest structural parallel given shared brand, governance conventions, and mix of retail plus mission-driven services.
• Goodwill Industries of Central & Southern Illinois: Mid-sized regional Goodwill chapter operating workforce development and retail/thrift operations in Illinois. Comparable scale, mission, and program mix (Goodskills-style training plus career services).
• NPower: National nonprofit offering no-cost tech training and job placement for veterans and underrepresented adults. Closely comparable to Goodwill's veteran-focused Goodskills Career Builder track and IT/cybersecurity curriculum.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GoodwillWNY
• LinkedInlinkedin.com/company/goodwill-industries-of-wny-inc
• Instagraminstagram.com/GoodwillWNY
• TikToktiktok.com/@goodwillwny

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 of Western New York