Goodwill Industries of Southeastern Wisconsin, based in Milwaukee, is the largest of the more than 150 nonprofit Goodwill organizations in North America. It runs more than 90 locations across a 23-county territory in Wisconsin and metropolitan Chicago, reported operating revenue above $346 million in 2023, and served more than 50,000 people. Jackie Hallberg has served as president and CEO since 2012. Website goodwillsew.com.
Goodwill runs a social enterprise: people donate used clothing and household goods, Goodwill sells them in its thrift stores, and the proceeds fund training and employment services. Donating and shopping are the main ways the public supports the mission.
Beyond retail, the Southeastern Wisconsin organization also runs recruiting and staffing services, commercial laundry, food service, and other lines of business that both generate revenue and provide jobs for people building skills.
With more than 90 locations across a 23-county territory in Wisconsin and metropolitan Chicago, and operating revenue above $346 million in 2023, Goodwill Industries of Southeastern Wisconsin is the largest of the more than 150 nonprofit Goodwill organizations in North America.
Its reach across two states, branded in the Chicago area as Goodwill Greater Milwaukee and Chicago, gives it one of the broadest footprints of any single Goodwill, and it reports serving more than 50,000 people a year.
The organization helps people overcome challenges to build skills, find employment, and advance in their careers, through training and employment services and workforce-connection centers. As a major employer in its own right, with roughly 5,000 employees, it also provides on-the-job experience.
Jackie Hallberg has led the organization as president and CEO since 2012, overseeing both its mission programs and its diversified business operations.
Goodwill accepts clean, gently used clothing, shoes, accessories, housewares, books, and many household items; check the donation guidelines before a large drop-off. Donations go to stores and donation centers across the 23-county territory.
Donations are tax-deductible, and donors should keep a receipt and an itemized list for their records. For a full breakdown, see our guide on what Goodwill accepts.
Goodwill Industries of Southeastern Wisconsin is a 501(c)(3) organization, and revenue from its stores and business lines funds its mission programs. Its EIN for tax-deductible cash gifts is 39-0808491.
Because the organization runs multiple revenue-generating businesses, its scale supports both direct employment and training programs across the region.
Both Goodwill and the Salvation Army run thrift stores funded by donated goods, but Goodwill focuses on training and employment while the Salvation Army funds recovery and broad social services. For donated clothing and housewares in the Milwaukee and Chicago area, either is a strong option.
If your priority is workforce development at the largest possible scale, Goodwill of Southeastern Wisconsin is the biggest such agency in North America; for goods better suited to direct distribution, a local shelter or reuse nonprofit may fit better.
Last updated June 2026. Goodwill Industries of Southeastern Wisconsin as the largest of the 150-plus Goodwills in North America, CEO Jackie Hallberg (since 2012), 2023 operating revenue ($346 million-plus), 23-county Wisconsin and metro Chicago territory, 90-plus locations, 50,000-plus people served, and Milwaukee headquarters (6055 N. 91st Street) from the organization (goodwillsew.com), BizTimes, and ProPublica Nonprofit Explorer; EIN 39-0808491 from GuideStar. We are not affiliated with Goodwill Industries of Southeastern Wisconsin and receive no compensation for this listing. Spotted an error? [email protected]
More Wisconsin and donation resources