What Goodwill Omaha does

Goodwill Omaha is a nonprofit 501(c)(3) organization founded in 1933, headquartered at 4805 N 72nd Street in Omaha, Nebraska, and operating as a member agency of Goodwill Industries International. Legally named Goodwill Industries, Inc., Serving Eastern Nebraska and Southwest Iowa, the organization employs more than 800 people across retail stores, mission programs, and administration.

The organization runs a hybrid social enterprise combining a thrift-retail operation with free workforce development programs. Retail consists of 16 stores across Eastern Nebraska and Southwest Iowa, a Goodwill Outlet selling items by the pound at $1.67/lb, a GoodBytes recycled-computer store, and e-commerce storefronts on ShopGoodwill.com, eBay, and Amazon. Workforce programs include Goodwill Pathways (career services), AbilityOne (custodial and postal contracts at Zorinsky Federal Building, Denney Federal Building, U.S. Strategic Command, and Offutt Air Force Base for individuals with disabilities), YouthBuild AmeriCorps (construction trades for opportunity youth ages 16–24), the recently acquired Adult Education Center (Nebraska's first adult high school for adults 21+), CNA classes, forklift training, and the long-running Work Experience program for students with disabilities. Social services include the new Good Threads boutique providing free clothing and household items via partner referrals, plus donation pickup logistics through Resupply and Uber partnerships.

Revenue is generated primarily through retail sales of donated goods and federal AbilityOne contracts, with proceeds reinvested into free mission programs; no specific revenue figure is disclosed. The organization is governed by a 12-member board of trustees led by Board Chair Justin Spooner (Vice President, Colliers) and is led by President & CEO Tobi Mathouser, supported by a C-suite including CFO John Stilley, COO Janelle Peterson, and Chief Mission Officer Matt Mainelli. Operating subsidiaries include Goodwill Specialty Services, Inc. (GSSI) and the Adult Education Center. Key partnerships span federal agencies (AbilityOne, Nebraska Vocational Rehabilitation Services), construction nonprofits (Habitat for Humanity, The Abide Network), electronics recycling (Dell Reconnect), and education (Omaha Street School, Custom Diesel Drivers Training, Goldent Dental Assistant School).

Name

Goodwill Omaha

Legal name

Goodwill Industries, Inc., Serving Eastern Nebraska and Southwest Iowa

Website

https://goodwillomaha.org

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Goodwill Omaha is a nonprofit social enterprise serving Eastern Nebraska and Southwest Iowa, operating 16 retail stores, an outlet, and a recycled-computer store whose proceeds fund free workforce development programs — including AbilityOne federal contracts, YouthBuild, and the Adult Education Center — for individuals with disabilities and other employment barriers.

Ownership category

akta.pro rank

Product category

Thrift Retail and Workforce Development Services

NAICS

Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Donation, Resale & Textile Recycling Coordination (HSAFABAI)

Keywords

• Thrift retail stores
• Workforce development programs
• Vocational rehabilitation services
• Donated goods resale
• Job training placement

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Donated Goods: Goodwill Omaha generates primary revenue by selling donated gently-used items (clothing, furniture, electronics, household goods) through retail stores, outlet stores, and online platforms. Proceeds directly fund workforce development programs.
2. Federal Government Contracts (AbilityOne): Goodwill Omaha operates AbilityOne contracts providing custodial and postal services at federal properties including Zorinsky Federal Building, Denney Federal Building, U.S. Strategic Command, and Offutt Air Force Base.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels10 records

Core offering

Goodwill Omaha operates a network of 16 retail stores, one outlet, and one specialty computer store selling donated gently-used goods (clothing, furniture, electronics, household items), with proceeds funding free workforce development programs. It provides job training, certifications (CNA, forklift), high school diploma pathways, and AbilityOne federal employment contracts for individuals with disabilities and other employment barriers across Eastern Nebraska and Southwest Iowa.

Product overview

Goodwill Omaha is a nonprofit organization operating a network of employment training, placement services, and retail operations. The core offering consists of workforce development programs (Goodwill Pathways, AbilityOne, Work Experience, YouthBuild AmeriCorps) combined with educational services (Adult Education Center, CNA Classes, Forklift Training). Retail operations (16 stores, Outlet, GoodBytes, ShopGoodwill.com) fund these mission programs. Social services include Good Threads boutique and donation pickup services. GSSI provides commercial contracts for vocational rehabilitation. All programs serve individuals with disabilities and other employment barriers in Eastern Nebraska and Southwest Iowa.

Differentiator

Problem solved

Functional benefit

Brands

• Good Threads: A boutique providing free clothing and household items to individuals and families facing economic hardship through community partner referrals.
• Goodwill Pathways
• AbilityOne
• Adult Education Center
• Work Experience
• YouthBuild AmeriCorps
• Goodwill Specialty Services, Inc. (GSSI)
• GoodBytes

Products and services

• Goodwill Pathways Employment services program providing job search support, resource navigation, job boards, computers, resume assistance, job fairs, and career coaching through training centers in Omaha and Council Bluffs. Free to community participants.
• Adult Education Center (AEC) Nebraska's first high school exclusively designed for adults age 21 and older, offering a Rule 14 Non-Public High School program with hybrid coursework leading to a regular high school diploma aligned with Nebraska graduation requirements.
• CNA Classes (Certified Nursing Assistant) Free two-week accelerated CNA training program covering theory, lab, and clinical classes with topics including healthcare basics, patient assistance, vital sign monitoring, infection control, and nursing procedures.
• AbilityOne Federally-funded program providing part-time job opportunities for individuals with documented disabilities at federal properties including custodial and postal services, with starting wages over $17/hour.
• Goodwill Retail Stores 16 retail locations across Eastern Nebraska and Southwest Iowa selling donated gently used items including clothing, furniture, electronics, and household goods. Proceeds fund mission programs.
• Goodwill Outlet Outlet store selling items by the pound at $1.67 per pound, offering last-chance items and overflow furniture from retail stores.
• GoodBytes Recycled computer store selling refurbished computers, monitors, keyboards, electronics and accessories; also processes donated electronics through Dell Reconnect partnership.
• ShopGoodwill.com Online shopping platform for Goodwill Omaha's selection of antiques, jewelry, collectibles, and unique items.
• Good Threads Boutique providing free clothing and household items to individuals and families facing economic hardship through community partner referrals.
• Work Experience Program 60-year-old program offering students with disabilities near school completion opportunities to gain exposure to work situations in supportive environments across clerical, custodial, production, and retail areas.
• YouthBuild AmeriCorps National skills-training program preparing opportunity youth ages 16-24 for apprenticeships in construction trades while earning high school diplomas or equivalency degrees.
• Forklift Training Free forklift certification and training program offered monthly, taking 6-8 hours to complete, for individuals 18+ with valid driver's licenses.
• Goodwill Gift Cards Gift cards available in denominations starting at $5, valid at all Goodwill Omaha retail stores in the greater Omaha metro.
• Donation Pickup Services Convenient pickup options for donated items through partnerships with Resupply and Uber, with scheduling up to two weeks in advance or pickups in as little as 48 hours.
• Goodwill Specialty Services, Inc. (GSSI) Workforce development program providing vocational evaluation, training, employment, and personal growth opportunities for people with disabilities, offering commercial custodial and grounds maintenance contracts.

Quantifiable outcome

• 208 people placed in community jobs outside of Goodwill in 2023
• +8 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• U.S. General Services Administration (GSA)coreStrategic or Co-development PartnerAbilityOne program provides job opportunities at federal properties including Zorinsky Federal Building in Omaha, Denney Federal Building in Lincoln, U.S. Strategic Command in Bellevue, and Offutt Air Force Base. Positions include custodial and postal services.
• U.S. Strategic CommandcoreStrategic or Co-development PartnerAbilityOne program provides employment opportunities for individuals with disabilities at the Strategic Command facility in Bellevue, Nebraska.
• Offutt Air Force BasecoreStrategic or Co-development PartnerAbilityOne program provides employment opportunities for individuals with disabilities at Offutt Air Force Base.
• Habitat for HumanitycoreStrategic or Co-development PartnerYouthBuild students participate in construction or rehabilitation of affordable housing for low-income or homeless families in partnership with Habitat for Humanity Omaha.
• The Abide NetworkminorStrategic or Co-development PartnerYouthBuild construction training partnerships with The Abide Network for hands-on building experience.
• Custom Diesel Drivers Training, Inc.minorStrategic or Co-development PartnerCDL training program offered at Stockyards Training Center through partnership with Custom Diesel Drivers Training, Inc.
• Goldent Dental Assistant SchoolminorStrategic or Co-development PartnerDental assistant training program offered at Stockyards Training Center in partnership with Goldent Dental Assistant School.
• Dell ReconnectcoreStrategic or Co-development PartnerElectronics recycling partnership with Dell Technologies. Dell Reconnect provides free recycling of any brand of used computer equipment in any condition. Supports circular economy by recovering materials from used electronics.
• ResupplycoreChannel Partner/ Reseller/ DistributorPartnership with Resupply Inc. for donation pickups. Resupply's team of former military operators and logistics professionals provides pickup services for large donations, community clean-ups, and college move-outs.
• UberminorChannel Partner/ Reseller/ DistributorUber partnership for donation pickup services through Resupply integration.
• Girl ScoutsminorGTM or Marketing PartnerGood Turn donation drives partnership where Girl Scouts collect gently used items to earn a Goodwill Scout patch.
• Scouts BSAminorGTM or Marketing PartnerGood Turn donation drives partnership where Scouts collect gently used items to earn a Goodwill Scout patch. At peak, nearly 30,000 scouts participated annually.
• Omaha Street SchoolcoreStrategic or Co-development PartnerAdult Education Center grants high school diplomas through NE Rule 14 approved Omaha Street School partnership.
• Nebraska Vocational Rehabilitation ServicescoreStrategic or Co-development PartnerPartnership with Nebraska Vocational Rehabilitation Services for grants and program support, including Project Search internships.
• Community Partners (for Good Threads)coreChannel Partner/ Reseller/ DistributorGood Threads boutique serves individuals facing economic hardship through referral system. Partner organizations provide referrals to access free clothing and household items.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• SourceAmerica (AbilityOne Program): Central nonprofit agency for the AbilityOne program, under which Goodwill Omaha operates federal custodial and postal contracts. Governs the federal job-creation program Goodwill Omaha's federal contracts depend on.
• Fedcap Group: National nonprofit providing workforce development, vocational rehabilitation, and education for people with barriers to employment. Comparable in mission (employment for people with disabilities/barriers) and federal contracting model.
• YouthBuild USA: National umbrella for the YouthBuild AmeriCorps program in which Goodwill Omaha participates. Provides comparable youth construction-trades training, GED attainment, and wraparound services for opportunity youth. Direct peer in the workforce development program category.
• Habitat for Humanity ReStores: Nonprofit home-furnishings thrift stores that fund affordable housing construction. Comparable as a nonprofit-resale retail model where proceeds fund mission (housing); narrower product focus (furniture/building materials) but identical social enterprise structure.
• Goodwill of Central & Southern Indiana: Large regional Goodwill agency operating a network of thrift stores, workforce development, and adult education programs. Operates Goodwill Education Initiatives/Excel Centers model similar to Goodwill Omaha's Adult Education Center. Closest direct peer in terms of size and program mix.
• Salvation Army USA: Operates the largest competing thrift retail chain in the U.S. alongside social service and workforce programs. Mirrors Goodwill's donation-funded retail + mission-driven employment model. Most direct peer in the thrift-social enterprise space.
• ARC Thrift Stores (AAC): Nonprofit operating thrift stores that fund programs for individuals with intellectual and developmental disabilities. Closely analogous to Goodwill's mission-retail-meets-disability-employment model, though the parent organization is different.
• Goodwill of Southern California: Large metropolitan Goodwill agency with extensive retail footprint, workforce programs, and adult education. Operates Goodwill SOL (Store of Learning) concept. Comparable as a multi-site, multi-program Goodwill agency operating at metropolitan scale.

Broad incumbents

• Value Village / Savers: For-profit thrift chain operating Value Village and Savers banners. Directly competes for donated inventory and thrift shoppers, but operates commercially rather than as a nonprofit. Key private-sector competitor in the resale ecosystem.
• Goodwill Industries International: National federation and brand owner of all Goodwill member agencies, including Goodwill Omaha. Directly comparable model: donation-funded retail thrift + workforce development + federal AbilityOne contracts. Most relevant peer as the umbrella organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/goodwillomaha
• Facebookfacebook.com/goodwillomaha

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries2 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 Omaha