Economy Builder Partner Stories:
Tom Ulbrich and Goodwill of Western New York
Creating Pathways from Training to Careers
Most people recognize Goodwill of Western New York for its retail stores. What’s less visible is how those stores power the organization’s broader mission.
Goodwill of Western New York operates as a social innovation model. Donations from the community are converted into revenue, which is then reinvested directly into workforce development programs.
“We use our retail locations and the generosity of the community to support training people for jobs right here in Western New York,” says Tom Ulbrich, President and CEO of Goodwill of Western New York.
That model allows Goodwill to move beyond job placement and focus on long-term economic mobility. At the center of that work is Goodskills Career Builder, a workforce program designed to connect individuals to in-demand, family-sustaining careers across the region.
Goodskills Career Builder: An Entry Point to Opportunity
Goodskills Career Builder is designed for individuals who are unemployed or underemployed and looking for a pathway into a sustainable career. The program serves as an entry point into manufacturing and tech-enabled fields, two sectors critical to the region’s economic future.
Participants receive hands-on technical training and career support, including OSHA training, workforce readiness skills, résumé building, and interview preparation. Just as importantly, they are supported by a team of career coaches who continue working with graduates for up to three years after they complete the program.
That long-term support is intentional. Goodwill recognizes that entering a new industry is not a single step, but a journey.
“For many graduates, this is the start of a new opportunity,” Ulbrich says. “You might see someone start in an entry-level role, then go on to additional training with partners like Northland or Per Scholas. When you check back in six or twelve months later, you’re watching their career progress.”
Meeting the Moment in Manufacturing and Tech
Western New York’s manufacturing sector is experiencing both a resurgence and a demographic shift. As long-time workers retire, thousands of jobs are opening across the region. At the same time, tech-enabled roles are growing as companies adopt new technologies and processes.
Goodskills Career Builder was designed to meet both realities, preparing people for today’s openings while helping them build skills that will remain relevant as industries evolve.
“I think of Goodskills as providing opportunity,” Ulbrich says. “People are lifting themselves up. They’re creating a sustainable future for themselves.”
Collaboration Through the Workforce Coalition
Goodwill’s work is deeply connected to its role in the Western New York Manufacturing and Tech Workforce Coalition, a regional partnership that brings together employers, training providers, workforce organizations, and other stakeholders.
The coalition emphasizes a collaborative approach, particularly by listening to employers. “When employers are at the table, we don’t create programs with certificates and pieces of paper,” Ulbrich explains. “We create programs with jobs.”
That employer feedback directly shapes training. For example, manufacturers recently requested blueprint-reading skills, prompting Goodwill to add new training modules. As technology evolves, the coalition continues to adjust programs to meet real-world demand.
Goodskills Career Builder sits at the very beginning of this workforce pipeline. “It’s a stepping stone,” Ulbrich says. “People are with us for four to six weeks, but that’s just the beginning of their career.”
Lifting People, and the Region—Together
At the heart of Goodwill’s workforce strategy is a simple idea: a stronger economy is built by investing in people.
“The fastest way to lift the economy is to lift everybody into good-paying jobs,” Ulbrich says. “When we do that, it lifts individuals, families, and Western New York together.”
Goodwill’s data shows that placing someone on a career pathway can result in more than $1 million in additional income over 20 years. The additional income moves families from surviving to thriving and creates the potential for generational wealth
Partnering with CRS to Build the Workforce
Goodwill’s work within the coalition is strengthened by its partnership with the Center for Regional Strategies (CRS). Ulbrich describes CRS as “the glue that holds the coalition together.”
“They’re not sitting in the background writing papers,” he says. “They’re at the table with us every single day by connecting partners, identifying blind spots, and making sure employers are always part of the conversation.”
CRS helps keep the coalition focused and aligned, ensuring workforce efforts remain connected to the region’s long-term economic needs.
“When we work together,” Ulbrich states, “we lift Western New York together.”