GOOD IN
ACTION
2025 Annual Report
Jill Eggebrecht Wallace
President and CEO
Message from our President and CEO
At Goodwill of Greater Grand Rapids, impact is created through action. Every day, donations arrive, items are sorted, shelves are stocked, and customers find affordable options that fit their lives. These moments may feel routine, but together they create meaningful value for our community.
This year’s annual report, Good in Action, reflects how our work comes to life through consistent and thoughtful decisions. From how we steward donated goods, to how we serve shoppers and donors, to how we show up as a reliable community partner, our focus remains on doing the work well day after day.
We operate in a complex environment where expectations are high, and needs continue to evolve. What grounds us is a clear understanding of who we are and how we work. Our values guide decisions large and small, helping us balance access, affordability, and responsible stewardship.
As we look ahead to our 60th anniversary, this report focuses on the present. It highlights the systems, people, and everyday efforts that make our mission possible. Thank you for being part of this work and for the trust you place in Goodwill.
Elizabeth Wilson
Chair, Board of Directors
Message from our Board Chair
The Board of Directors supports Goodwill’s work by ensuring it remains responsible, transparent, and aligned with our mission. In a year focused on Good in Action, the Board’s attention has remained on stewardship of resources, community trust, and long-term sustainability.
We are proud of the organization’s commitment to thoughtful decision-making and continuous improvement. The work reflected in this report demonstrates strong leadership, operational discipline, and a clear understanding of community needs.
As Goodwill prepares for its next chapter, the foundation being reinforced today positions the organization well for the future. We are grateful to the staff, donors, shoppers, and partners who make this work possible and who continue to place their confidence in Goodwill.
How does our work
show up every day?
About Us
Goodwill of Greater Grand Rapids is a community-based nonprofit that operates secondhand retail stores and donation services throughout the region. Every donation sets a thoughtful process in motion, one designed to extend the life of goods, support access to affordable items, and serve local needs.
Our operations are rooted in responsible reuse. Donated items are evaluated, priced, and routed through appropriate pathways based on condition and demand, including our retail stores, Outlet, recovery partners, and local nonprofit partners. This approach keeps usable goods in circulation while reducing waste and maximizing community benefit.
Revenue generated through our stores is reinvested locally to support employment, training, and operational sustainability. Through everyday actions, donating, shopping, and working together, Goodwill plays a practical role in strengthening communities and supporting people across our region.
Our Values
Our values guide how Goodwill shows up in action every day. They shape decisions across the organization and help ensure our work remains consistent, credible, and community-focused.
Integrity: We operate with transparency and consistency in how we manage donations, pricing, and community expectations.
Respect: We serve shoppers, donors, and one another with dignity and care.
Innovation: We thoughtfully test new approaches to improve how our work is done.
Stewardship: We are responsible caretakers of donated goods and organizational resources.
Excellence: We focus on doing the work well at every level of the organization.
Good in Action
Did you know?
While Goodwill is a nationally-recognized name, Goodwill of Greater Grand Rapids is a locally-governed nonprofit, with decisions, operations, and community impact shaped by the needs of our region.
Retail and Operations
Goodwill of Greater Grand Rapids serves communities across the region through a network of 17 retail stores, one outlet location, and an online store. Together, these channels provide accessible shopping options, extend the life of donated goods, and generate revenue that supports workforce programs and community services.
Our retail and ecommerce operations play a critical role in transforming donations into opportunity. By connecting donated items with shoppers locally and nationwide, Goodwill maximizes the impact of every donation while strengthening the circular economy in Greater Grand Rapids.
Good in Action
Did you know?
Goodwill’s online store connects unique donated items with buyers across the country, highlighting the unexpected value that can be found in donated goods.
In 2025, some of the most notable items sold online included:
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• 69.04 grams of 14K gold scrap for $4,851
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• 10.05 lb bulk lot of tested sterling silver (925) wearable jewelry for $4,601
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• A gorgeous 14K yellow gold coin necklace with an antique 22K gold U.S. coin for $4,221
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• Gibson Mandolin-Guitar Co. 1906 Black Acoustic Guitar that sold for $2,301
Our 2025 Programs
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- • Achieve
- • BluePRINT
- • Business Engagement
- • Career Quest
- • Certified Nurse Aide Training
- • GoodSTART WIOA Youth
- • PathFINDERS
- • Resource Navigation
- • Strides
- • Visions
Good in Numbers
Who we Served
A closer look at the top characteristics of individuals served through our programs.
- Living in Poverty 72%
- Lacking Credential for Desired Work 51%
- Experiencing Substance Use Disorders 43%
- Living with a Disability 39%
- Justice-impacted 34%
- Youth Ages 16-24 28%
Where they Found Work
Resource Navigation
Resource Navigation Services Provided
Top five services provided:
Achieve Workforce Program
Achieve is Goodwill of Greater Grand Rapids’ flagship workforce development program, providing coaching, skill building, and resource connections to help job seekers secure employment and build sustainable careers.
In 2025, Achieve participants entered the workforce across a wide range of industries, reflecting the program’s ability to support diverse career pathways. Participants earned an average wage of $18.88 per hour and benefited from individualized coaching and practical employability support.
By connecting people to opportunity and stability, Achieve continues to play a key role in strengthening the local workforce and expanding access to meaningful employment.
Good in Action
Did you know?
Through Achieve, participants entered careers across manufacturing, customer service, hospitality, childcare, logistics, and facilities support, demonstrating the program’s broad workforce impact.
BluePRINT Employee Support Program
BluePRINT is Goodwill of Greater Grand Rapids’ employee support and development program, designed to help team members succeed in their current roles, pursue growth within the organization, or prepare for opportunities beyond Goodwill.
Through BluePRINT, employees can work one-on-one with skilled career coaches who provide guidance on career planning, skill development, and goal setting. Coaches also help employees navigate community resources related to essential needs such as food, housing, and transportation, while offering a confidential space to discuss personal or professional challenges.
By combining practical support with career development, BluePRINT reflects Goodwill’s commitment to investing in its people and strengthening long-term employee success and stability.
Good in Action
Did you know?
In 2025, BluePRINT supported 465 employees through coaching, resource navigation, and career development conversations.
The People Behind Our Work
“Goodwill’s tuition reimbursement program helped me finish my degree with almost no financial burden. As a working mother, the money from the tuition reimbursement program let me focus on being a mom, student, and advocate for my participants at Goodwill without having to worry about the expenses of a college degree education. I’m so thankful to be a part of such a wonderful and supportive organization!”
– Brittany Bohner, Tuition Reimbursement Participant
Community Voucher Program
Goodwill of Greater Grand Rapids provides store vouchers to individuals and families facing crisis situations, allowing them to purchase clothing and household essentials directly from Goodwill stores.
In partnership with organizations such as the American Red Cross and local social service agencies, vouchers are distributed to people impacted by disasters, housing instability, and other urgent circumstances. In 2025, 298 vouchers were provided, giving individuals and families the ability to select items that meet their immediate needs while preserving dignity and choice.
Through this program, Goodwill helps communities respond quickly to crises while ensuring access to affordable, essential goods.
Sucess Story
Dawn
Dawn represents the many individuals who find themselves at an unexpected crossroads later in life – one that involves personal loss, the journey of self-discovery, and struggling to find meaningful, secure work after the age of 60.
Dawn started participating in the Achieve program when she lost both her husband and her job within four months. Scared and discouraged, she came to Goodwill for support. With the help of Achieve, she received assistance with building her resume and prepping for interviews, which allowed her to apply for positions with confidence. The classroom environment also offered her the reassurance that she was not alone in her struggle.
With the goal of finding a job before her birthday, Achieve helped Dawn secure two job offers by that time, and she now works in a job that she feels she will someday retire from.
When describing her experience, Dawn said, “At this point, I think I’m learning who I am, I know where I’m headed, and that was just truly a gift.”
Sucess Story
Josh
Josh’s journey reflects how Goodwill supports individuals through challenge and change. After a difficult period that led him away from work for two years, Josh faced uncertainty in housing, employment, and direction.
Throughout this time, Goodwill stayed connected and welcomed him back when he was ready to return. Today, Josh works in e-commerce technology and has regained stability, including securing his own apartment. With support from the BluePRINT program, he continues working toward greater independence, including improved access to transportation.
Josh describes Goodwill as more than a workplace. Through meaningful work, supportive relationships, and personalized assistance, he has rebuilt purpose and confidence. His story illustrates how Goodwill creates opportunity for everyone, helping individuals build the lives they lead today.
I RISE Culture and Engagement
I RISE reflects Goodwill of Greater Grand Rapids’ commitment to a values-driven workplace and a culture of belonging. Through ongoing learning and storytelling, I RISE helps connect employees to Goodwill’s mission and values.
In 2025, Goodwill continued IRISE through team-focused initiatives and “I RISE Under 5” videos, sharing short stories that highlighted employee experiences, values, and culture across the organization. Goodwill also conducted an employee engagement survey with strong participation, providing insights that will help guide future culture and organizational priorities.
Sustainability & Community Impact
Sustainability in Action
Sustainability is at the core of Goodwill’s mission. By extending the life of donated goods, we reduce landfill waste and strengthen the circular economy in Greater Grand Rapids.
In 2025, Goodwill received 615,376 donations and diverted 18.98 million pounds of materials from local landfills. Our community continues to demonstrate strong engagement, with 1.6 donations per household, well above the national average of approximately 0.92.
Each donation generated an average of $56.79 in revenue, supporting local jobs, affordable shopping, and programs that help individuals achieve employment and independence. Goodwill remains committed to expanding reuse, reducing waste, and increasing our environmental and community impact.
Good in Action
Did you know?
Goodwill ships thousands of items each week through ShopGoodwill, often reusing donated boxes and packing materials to reduce waste and extend the life of materials beyond our stores.
Wedding Dress Pop-Up Events
Throughout 2025, Goodwill hosted a series of wedding dress sales across multiple store locations, offering curated bridal gowns and accessories at accessible price points. Dresses were priced at $19.99, with accessories available for $7.99, creating an affordable and sustainable option for customers.
These events reflected customer interest in discovering distinctive items and reinforced the excitement of the Goodwill shopping experience. By combining affordability, reuse, and curated retail experiences, the wedding dress sales demonstrated how donated goods can be reimagined to meet evolving customer needs while supporting Goodwill’s mission.
Across four events, hundreds of wedding dresses and accessories found new homes, extending the life of donated goods and strengthening community engagement.
Good in Action
Did you know?
Through curated wedding dress events, Goodwill helped more than 300 gowns and 160 accessories find new owners—highlighting the excitement of discovering unexpected treasures in our stores.
Find the Unexpected
In 2025, Goodwill launched two “Find the Unexpected” commercials highlighting the experience of discovering unique and unexpected items in our stores. The campaign reflects what our customers tell us they value most about shopping at Goodwill: the thrill of finding hidden treasures and the excitement of the hunt.
Customer survey insights reinforce this behavior. Shoppers consistently describe Goodwill as a place where discovery is part of the experience, with many noting that they visit regularly because every trip offers the potential to uncover something new. By aligning creative storytelling with customer preferences, the “Find the Unexpected” campaign captured the essence of the Goodwill shopping experience while strengthening our connection with both loyal and new shoppers.
Financial Overview
Board Members
Officers
- Elizabeth Wilson (Board Chair), Client Partner, Vervint
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Scott Chaudoir (Past Board Chair), Chief Financial Officer, Bouma Construction
- William (Bill) Bruinsma (Vice Chair/Treasurer), Retired – Vice President, Commercial Loan Officer, ChoiceOne Bank
- Debbie Lockwood (Board Secretary), Integrator, The C2 Group
Directors
- Mike Maier, Principal Partner, Pure Real Estate Brokerage
- Ben Stuart, Vice President of Supply Chain, HexArmor
- Nicole Maag, Chief of Residential Services, Brio Living Services
- Denny Sturtevant, Retired – Chief Executive Officer, Dwelling Place
- Mike McKelvey, Vice President of Associate and Community Engagement Services, Life EMS Ambulance
- Latricia Trice, Founder and CEO, LTrice Marketing & Consulting, LLC
- Tony Zwiers, Shareholder, Hungerford CPAs
- Mike Irwin, Executive Principal, Grand River Preparatory High School and Wellspring Preparatory High School as a part of National Heritage Academies
Thank You
Goodwill’s impact in 2025 was made possible by the dedication and generosity of our community. Every donation, purchase, partnership, and effort helped support our mission and strengthen the communities we serve.
Employer and Business Partners
Companies that provided job opportunities, training, and support for individuals served through our programs.
Shoppers and Donors
Community members whose donations and purchases directly support mission services.
Grant and Funding Partners
Organizations that invested in workforce development, sustainability, and long-term community impact.
Employees
The dedicated team members who bring Goodwill’s mission to life every day. Thank you for your continued support and for the role you play in strengthening our community.
