Chattanooga Goodwill

What Chattanooga Goodwill does

Goodwill Industries of the Greater Chattanooga Area is a 501(c)(3) nonprofit social enterprise founded on July 5, 1923, as the first Goodwill in Tennessee and the 25th in the world. The organization operates 17 retail thrift stores plus multiple donation centers and Donation Xpress locations across a 23-county service territory spanning Southeast Tennessee and Northwest Georgia, with its headquarters and Opportunity Campus at 6104 Preservation Drive, Chattanooga. Retail revenue and donated goods inventory directly fund free workforce development services delivered through three Opportunity Centers (Chattanooga, East Brainerd, Dalton), with a fourth planned in Southeast Cleveland alongside the new store opened in June 2026.

The organization's technology stack is built around two primary digital platforms: MyCareerAdvisor.com, which provides free online job search, resume building, interview preparation, skills training, and listings of local hiring companies and events, and the Chattanooga2 storefront on ShopGoodwill.com, an online auction marketplace aggregating merchandise from 130+ Goodwill organizations across the United States and Canada. Additional technology integrations include Google for Education and GCF Global for digital literacy training, the Indeed x Goodwill portal for job placement, and a Dell Reconnect partnership (with EPB) for electronics recycling. Specialized paid training includes a three-day forklift operator certification boot camp priced at $186 per non-vocational-rehabilitation participant, delivered with Sunbelt Rentals.

The business model combines multiple revenue streams: thrift-store sales of donated goods (the dominant stream), online auction commissions via ShopGoodwill.com, staffing services, state and federal grants (notably from the Tennessee Department of Human Services Division of Rehabilitation Services), and financial donations including a planned giving program. Customers consist of three primary segments — thrift shoppers and donors (general public), individuals facing employment barriers who receive free career services, and a smaller cohort of local employers who participate in community hiring events hosted at the Opportunity Centers. The organization is CARF-accredited, holds Candid Platinum Transparency status and a Charity Navigator four-star rating, and is led by President and CEO Gena Weldon with a locally elected Board of Directors chaired by Jim Catanzaro, Jr.

Name

Chattanooga Goodwill

Legal name

Goodwill Industries of the Greater Chattanooga Area

Website

https://goodwillchatt.org

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodwill Industries of the Greater Chattanooga Area is a 501(c)(3) nonprofit social enterprise operating 17 thrift stores and three Opportunity Centers across a 23-county Southeast Tennessee and Northwest Georgia territory, funding free workforce development services through retail revenue and donated goods.

Ownership category

akta.pro rank

Product category

Nonprofit Workforce Development and Thrift Retail

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)

akta.pro secondary industry

Donation Pickup & Reuse Hauling (HSAKALAI)

Keywords

• Thrift retail stores
• Workforce development services
• Donation centers
• Career training programs
• Vocational rehabilitation services

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Donated Goods: Revenue is generated from the sale of donated clothing, furniture, household items, electronics, and other goods in 17 local Goodwill retail stores. The revenue directly funds education, training, and employment services across the 23-county service territory.
2. Online Merchandise Sales: High-value and unique items are sold through ShopGoodwill.com's online auction platform, with the Chattanooga2 storefront aggregating items from the regional Goodwill. This channel extends the reach of merchandise beyond physical store locations.
3. Staffing Services: Goodwill operates staffing services generating revenue while providing work experience and employment pathways for individuals with barriers. Job placement in these roles supports the organization's workforce development mission.
4. Grants and Government Contracts: Funding received from state and federal grants, including the Tennessee Department of Human Services Division of Rehabilitation Services/Vocational Rehabilitation, supports vocational training programs such as forklift operator certification.
5. Donations (Financial): Monetary donations from individuals and organizations, including round-up programs at registers and planned giving, support workforce development programming. More than 85 cents of every dollar earned or received is reinvested into community programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Chattanooga Goodwill sells donated clothing, furniture, household items, and other secondhand goods through 17 retail stores across Southeast Tennessee and Northwest Georgia, while operating three Opportunity Centers that deliver free career services, job training, and certifications (including forklift operator training) to individuals facing barriers to employment. Revenue from retail sales, online auctions (ShopGoodwill.com), donations, grants, and paid training services funds these workforce development programs across a 23-county service territory.

Product overview

Goodwill Industries of the Greater Chattanooga Area operates as a social enterprise combining retail operations with workforce development services. The core offering consists of 17 retail thrift stores and donation centers that generate revenue funding employment training programs. These retail operations connect to an online auction platform (ShopGoodwill.com) for specialty items. Workforce services are delivered through three Goodwill Opportunity Centers and an online platform (MyCareerAdvisor.com), providing free career assessments, job search support, training programs (including forklift certification), resume/interview assistance, and connections to local employers. The organization also offers specialized programs including electronics recycling through Dell Reconnect, planned giving options, and an employee benefits portal for internal operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Thrift Stores Thrift stores selling donated clothing, shoes, accessories, books, furniture, small appliances, household items, CDs/DVDs/vinyl records, linens, and sporting equipment. Open Monday-Saturday 9 AM-8 PM and Sunday 10 AM-8 PM at 17 locations across Southeast Tennessee and Northwest Georgia.
• Donation Centers Physical donation drop-off locations co-located with retail stores, plus Donation Xpress Centers open daily 9 AM-8 PM. Accept clothing, furniture, home goods, electronics, and other gently used items. Home pickup available via Resupply partnership.
• Goodwill Opportunity Centers (Free Career Services) Three walk-in centers (Opportunity Campus Chattanooga, Opportunity Center East Brainerd, Opportunity Center Dalton) providing free career assessments, job search support, employment readiness, digital skills training, financial/nutritional education, and resume/interview preparation to community members facing barriers to employment.
• MyCareerAdvisor.com Online career services platform powered by Goodwill that brings together resume and interview skills assistance, online training, and local hiring companies and events. Available at no cost to users.
• Employment and Training Services Free workforce development resources including job search tools, career exploration, resume building, and training programs such as the forklift operator certification course with ANSI classes 1, 4, and 5 warehouse certification. Course costs $186 for non-vocational rehabilitation participants and is free for vocational rehabilitation participants.
• ShopGoodwill.com (Chattanooga2 Channel) Online auction storefront on ShopGoodwill.com featuring unique and high-value items including art, books, vinyl records, clothing, home decor, jewelry, musical instruments, sports equipment, and toys, sourced from the Chattanooga Goodwill and 130+ other Goodwill organizations across the US and Canada.
• Donation Pick-Up Service Home donation pickup coordinated through Resupply, a veteran-owned software and logistics company. Donors pay a small fee and can schedule pickups via web, text, email, or chat, and receive an automatic electronic tax receipt.
• Electronics Recycling Program (Dell Reconnect) Electronics recycling program in partnership with Dell and EPB. Accepts computers, monitors, printers, hard drives, keyboards, mice, speakers, and cables for environmentally responsible disposal and material reuse in new product manufacturing.
• Planned Giving Program Estate planning and financial giving options including wills, insurance gifts, retirement plan beneficiary designations, and charitable remainder trusts to support workforce development programs.
• Vehicle Donation Program Vehicle donation service coordinated via phone at (866) 233-8586, allowing donors to contribute cars, trucks, and other vehicles to support Goodwill's workforce development mission.

Quantifiable outcome

• More than 85 cents of every dollar earned or received is reinvested into community programs supporting workforce development.
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• ResupplyminorChannel Partner/ Reseller/ DistributorResupply is a veteran-owned and operated software and logistics company that partners with Goodwill to provide home donation pickup services. Donors pay a small fee and can schedule pickups via text, email, or web chat. Resupply automatically emails donors an electronic tax receipt. This partnership extends Goodwill's donation collection reach without requiring the organization to maintain its own pickup fleet.
• Dell (Reconnect Partnership)coreStrategic or Co-development PartnerThrough Goodwill's long-standing Reconnect partnership with Dell, donors can drop off unwanted electronics (computers, monitors, printers, hard drives, keyboards, mice, speakers, cables) at Goodwill donation centers for environmentally responsible recycling. Materials are reused in new product manufacturing. Dell and Goodwill partner to reduce e-waste while generating revenue for job training programs.
• EPB (Electric Power Board of Chattanooga)minorStrategic or Co-development PartnerEPB partners with Goodwill Industries of the Greater Chattanooga Area and Dell to reduce e-waste and make it convenient for people to recycle their unwanted technology. EPB, Chattanooga's municipal electric system, contributes to the environmental sustainability mission alongside Dell and Goodwill.
• Sunbelt RentalscoreStrategic or Co-development PartnerSunbelt Rentals partners with Goodwill to provide equipment and support for the forklift operator training course. The three-day boot camp training is held in conjunction with Sunbelt Rentals and includes ANSI classes 1, 4, and 5 warehouse forklift operator certification and career readiness training.
• Tennessee Department of Human Services — Division of Rehabilitation Services/Vocational RehabilitationcoreStrategic or Co-development PartnerThe Tennessee Department of Human Services Division of Rehabilitation Services/Vocational Rehabilitation partners with Goodwill to provide vocational training, including the forklift operator certification program. Vocational rehabilitation participants receive free access to the training course (non-participants pay $186). This partnership enables free workforce development for Tennesseans with disabilities and other barriers.
• McDonald's (Local Franchise Operators)coreGTM or Marketing PartnerGoodwill Opportunity Centers host community hiring events in partnership with local McDonald's franchise operators. Hiring events are held at Opportunity Centers in Dalton and East Brainerd for McDonald's management and crew positions in Chattanooga, Dalton, East Ridge, Fort Oglethorpe, Lookout Valley, and Soddy Daisy, with starting pay ranging from $11 to $15/hour.
• Elwood StaffingminorGTM or Marketing PartnerGoodwill Opportunity Center in East Brainerd hosts community hiring events with Elwood Staffing. Available positions include warehouse associates ($15/hour), machine operators ($17–$17.50/hour), lab technicians ($19/hour), and structural steel fabricators ($25/hour). Goodwill provides the venue and candidate outreach while Elwood Staffing recruits for open positions.
• Friends of Disabled Adults & Children (FODAC)minorStrategic or Co-development PartnerGoodwill partners with FODAC, another nonprofit, to redirect donated medical equipment such as wheelchairs and hospital beds to individuals with disabilities at little or no cost. Smaller medical items are sold in Goodwill stores. This partnership ensures donated medical equipment serves the community rather than being discarded.
• Goodwill Industries InternationalcoreStrategic or Co-development PartnerGoodwill Industries of the Greater Chattanooga Area is a member agency of Goodwill Industries International, the umbrella organization for 122+ Goodwill organizations across 13 countries. This membership provides access to shared resources, the ShopGoodwill.com platform, best practices, and the broader Goodwill brand ecosystem.
• United Way of Greater ChattanoogacoreStrategic or Co-development PartnerGoodwill Industries of the Greater Chattanooga Area is a member agency of United Way of Greater Chattanooga, enabling collaborative community impact and shared funding/partnership opportunities in the local human services ecosystem.
• Indeed (Indeed x Goodwill Portal)minorGTM or Marketing PartnerGoodwill partners with Indeed to help job seekers land positions at companies near them. Job seekers can sign up on the Indeed x Goodwill portal to search for jobs and access extra features like free resume review, enhancing the job placement reach of Goodwill's career services.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Year Up: Workforce development nonprofit serving young adults facing barriers to employment through training, mentorship, and job placement. Comparable on the mission-services side, especially the job placement funnel and employer partnerships.
• Per Scholas: National nonprofit providing free technology and job-readiness training to adults from low-income communities. Comparable workforce development peer with strong employer partnerships and outcome reporting.
• ThredUp: Online resale platform for secondhand clothing and accessories, increasingly competing with traditional thrift stores for both inventory supply and end customers. Relevant benchmark for the digital trajectory of donated/resale goods.

Direct peers

• Habitat for Humanity ReStores: Nonprofit home-furnishings resale stores operated by local Habitat affiliates, using donated goods (furniture, appliances, building materials) to fund a separate mission (housing). Comparable donation-to-resale funding model and regional footprint structure.
• 2nd Ave Thrift: For-profit thrift store chain operating dozens of large-format secondhand stores across the U.S. Competes with Goodwill for both donor supply and value-conscious shoppers in similar regional markets.
• Salvation Army Family Stores: Operates a parallel nonprofit thrift retail + workforce/mission services model across the U.S., including donation-based resale stores and adult rehabilitation programs. Closest comparable as a competing mission-driven thrift operator with similar donation economics.

Others

• Indeed (Indeed x Goodwill Portal): Existing technology/integration partner that connects Goodwill job-seekers to local openings via a co-branded portal. Comparable as the dominant digital jobs marketplace channel through which Opportunity Center outcomes are ultimately routed.
• United Way of Greater Chattanooga: Local United Way affiliate — Chattanooga Goodwill is itself a member agency. Relevant ecosystem peer as a co-funder of community human services in the same 23-county service territory.

Broad incumbents

• Savers / Value Village: For-profit thrift chain operating 300+ secondhand stores globally, including a long-standing partnership with several Goodwill chapters. Closest for-profit analog in terms of store footprint, donation supply, and unit economics.
• Goodwill Industries International: The umbrella organization of 122+ Goodwill chapters across 13 countries; the Chattanooga chapter is a member agency. Direct comparison as the network parent operating the shared ShopGoodwill.com platform and brand standards.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GoodwillChattanooga
• Instagraminstagram.com/goodwill.chattanooga
• Xx.com/GoodwillChatt
• LinkedInlinkedin.com/company/chattanooga-goodwill-industries

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Chattanooga Goodwill