Goodwill of WNY Featured as "Selfless Among Us" on WGRZ

From WGRZ-TV Buffalo - When most people hear the word Goodwill, they likely think of gently used clothing, quirky knick-knacks, and a great place to find a deal. 

But in Western New York, Goodwill is doing far more than reselling donated goods — it's helping people build new careers and brighter futures.

At the helm of that transformation is Tom Ulbrich, the President and CEO of Goodwill of Western New York. 

Since taking the role in May 2020 — in the earliest days of the COVID-19 pandemic — Ulbrich has helped guide the organization through a period of remarkable growth and reinvention.

"I wasn't looking to leave higher education," Ulbrich said, reflecting on his transition from Assistant Dean at the University at Buffalo School of Management. "But I saw an opportunity to take the social innovation ideas I had been teaching and actually put them into action in the real world."

A Business Model That Gives Back

Under Ulbrich's leadership, Goodwill's retail business has tripled in size, despite not opening new stores — a rare feat in retail. The secret? Operational improvements, savvy strategy, and a changing tide of consumer values.

"Sustainability, upcycling, and conscious shopping are more important than ever — especially to younger generations," Ulbrich explained. "It's become cool to shop at Goodwill."

That success at the register directly funds Goodwill's mission. Roughly 90 cents of every dollar earned at the stores is reinvested into the organization's workforce development programs — and it stays local. From training single mothers and displaced workers to re-engaging older adults and supporting new Americans, the programs aim to equip people with the tools to not just land jobs, but launch careers.

In all, Goodwill of Western New York employs between 240 and 270 people, with more than $12 million in payroll pumped back into the local economy each year.

The Power of "Good Skills"

The organization's flagship initiative is the Good Skills Career Builder program, a workforce development model that combines hands-on training with long-term coaching and support.

Participants begin with a four-week, intensive training course focused on practical job skills, from OSHA safety standards and forklift certification to resume building and interview preparation. But what sets the program apart is its follow-through.

"Every graduate is paired with a career coach for three years," Ulbrich said. "It's about long-term success, not short-term placement."

The results speak volumes. Since its inception, Good Skills Career Builder has seen over 1,000 participants, with more than 600 graduating and roughly 325 already placed in jobs — numbers that continue to grow as graduates move through the pipeline.

And the economic impact is significant. For each person placed in a sustainable job, the region benefits from an estimated $50,000 per year in positive economic activity — from tax contributions to reduced reliance on public services.

A Second Chance for Many

For Evan DiPasquale, a 26-year-old from Western New York, the program has been a turning point.

"I had been applying for jobs for almost two years with very little success," DiPasquale said. "I had maybe a couple in-person interviews and a few phone calls, but it felt like I couldn't break through."

Evan first encountered Goodwill at a job fair. He handed over a resume and got a call just a few days later.

"The program gave me structure and support — and just someone in my corner," he said. "We're learning how to craft elevator pitches, work on resumes, and connect with real decision-makers. That's huge."

Though his dream is to work in journalism, Evan has found value even in areas outside his intended field. "They're exposing us to manufacturing and technology — things I hadn't considered before — and even if I don't end up there, I'm gaining skills and confidence that I can take anywhere."

That adaptability is part of what makes Good Skills so effective. Participants come from all walks of life: some are re-entering the workforce after incarceration, others are refugees starting over, and many are simply looking for a better opportunity.

"We serve people who want to be here," Ulbrich said. "We're not dragging anyone through this. They want a better life, and we help them take the first — and second — step."

Workforce Innovation, Rooted in History

Goodwill is far from new to innovation. In fact, the Western New York chapter has a long history of rising to meet the community's evolving needs.

"In the 1930s, we employed thousands during the Great Depression. During World War II, we supported aircraft manufacturing," Ulbrich said. "And now, we're helping people prepare for the workforce of the future — in advanced manufacturing and tech."

As the manufacturing industry braces for a wave of retirements in the coming decade, Ulbrich sees this as a chance to close the labor gap and bring dignity to sectors often overlooked.

"We're not talking about dirty, outdated factories," he said. "Modern manufacturing facilities can look like laboratories. It's time people see those opportunities for what they are: careers with growth, benefits, and a future."

Looking Ahead

With 11 Goodwill stores and one outlet location across the region, the organization is now planning to expand into Cattaraugus, Chautauqua, and Allegany counties. Ulbrich says the goal is to become 90% self-sustaining by 2030, up from just over 50% today.

"We're not just a nonprofit chasing grants. We're building a sustainable social enterprise," he said. "One that continues to adapt to the needs of the people we serve."

As Ulbrich reflects on his career — from running an ecommerce business, to academia, to nonprofit leadership — he says this chapter may be the most fulfilling yet.

"Every person deserves a chance," he said. "And we're here to make sure that chance is real, meaningful, and lasting."

If you'd like to learn more about Goodwill's programs or how to get involved, visit Goodwill's website here or stop by your local Goodwill store — because every purchase does more than you think.

To view the original article on the WGRZ website here: https://www.wgrz.com/video/news/community/selfless/selfless-among-us-beyond-the-thrift/71-bc840369-297f-4890-a826-077d6af9eec6