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Matt Kaness’ Journey to GoodwillFinds: A Testament to Purpose-Driven Leadership

Discovering New Paths in Leadership

By Lauren Foster

After a successful career in corporate retail and board leadership, industry veteran Matt Kaness (MBA ’02) found himself at a crucial crossroads, pondering his next career move. Matt’s focus shifted towards social impact, specifically on initiatives that resonate with his personal values and the causes he truly cares about. Seizing a remarkable opportunity, he stepped into the role of CEO for GoodwillFinds eCommerce, an innovative social enterprise aimed at creating an online marketplace for Goodwill organizations across the United States.

“I was greatly inspired by Goodwill’s mission of enriching lives through the power of work. This resonates with me on a personal level,” notes Kaness, who has held several executive positions, including roles at Walmart eCommerce, Urban Outfitters Inc., and previously as the CEO of ModCloth.

Despite the unfamiliar territory he was about to enter—nonprofits, resale markets, and running an online marketplace—Kaness felt undeterred. “I’d never worked in a nonprofit, I’d never worked in resale, and I’d never run a marketplace,” he explains. “But I’ve always placed significant trust in my instincts. My education from Darden equipped me with the tools to lead effectively in chaotic and unclear conditions.”

Charting a New Course for a Century-Old Mission

Founded in 1902, Goodwill has long been a pioneer in what is now recognized as the circular economy. The organization sells secondhand clothing and various items, serving millions of customers annually. However, despite being the quintessential thrifting brand, Goodwill has started to encounter fierce competition from newer resale marketplaces like The RealReal, Depop, Poshmark, ThredUp, and StockX.

To adapt to the changing retail landscape, Goodwill launched a new Direct-to-Consumer digital platform in October 2022. GoodwillFinds marks a remarkable evolution for the nonprofit, seamlessly entering a marketplace estimated at $43 billion in 2023 and projected to grow to $50 billion by 2024.

“Young adults are increasingly aware of the environmental impacts associated with the mass production of new items, especially garments made overseas. This rapid growth in resale is all part of a consumer-driven revolution,” explains Kaness.

Unlike Goodwill’s longstanding auction-style platform, shopgoodwill.com—operating for over 25 years and primarily targeting resellers—GoodwillFinds introduces a modern marketplace. It features fixed pricing while integrating donations from participating Goodwills nationwide into a unified shopping experience, enabling consumers across America to "thrift shop" from the comfort of their mobile devices. The demand is evident; statistics from Capital One indicate that an astonishing 93% of Americans engage in online shopping for secondhand items.

A Marketplace with a Cause

What truly distinguishes GoodwillFinds within the bustling resale market is its nonprofit status and unwavering commitment to local community impact. “We’re striving to establish a new circular model in retail,” Kaness states. “When someone donates an item to their local Goodwill, that item gets listed on our marketplace, and the profits from its sale directly benefit the community that helped fund its initial donation.”

This mission-driven approach stands in stark contrast to for-profit competitors, where proceeds often flow to shareholders. GoodwillFinds utilizes fees to cover operational costs, ensuring that net earnings are reinvested back into local communities. The broader Goodwill network employs over 130,000 individuals, primarily focused on providing essential career programs and skill development.

“Goodwill organizations throughout the nation offer second chances to underrepresented demographics—people with disabilities, those previously incarcerated, individuals recovering from addiction, and others who have experienced poverty,” Kaness emphasizes, underscoring his personal connection to this mission, as he has a sibling who lives with a disability.

Success in the Early Stages

Encouraging results have emerged in just two years since its launch. GoodwillFinds has grown from just four participating Goodwill organizations to 16, with a goal of expanding to 40 by the end of 2025. Given that Goodwill comprises 154 independent organizations, each managing their unique strategies for processing donations, this growth marks a significant achievement.

To date, the platform has attracted a customer base of over a quarter of a million unique shoppers, successfully shipping more than one million items, including a remarkable sale of an unopened pack of Pokémon cards that fetched $24,000.

The Boom in Resale Shopping

The timing for GoodwillFinds cannot be understated. The U.S secondhand market, valued at $43 billion in 2023 according to a recent ThredUp report, shows staggering growth trends. Last year, apparel resale grew at a rate seven times that of the broader retail sector.

Rising awareness of environmental issues and sustainable shopping is continually opening new avenues for the secondhand market. “Younger people are much more careful about the brands they support,” Kaness observes. “There’s a notable awareness regarding the harmful implications of producing new items, particularly those manufactured overseas. This rapid expansion of resale shopping is truly a consumer-led revolution.”

Recent legislative changes, notably California’s recent bill mandating that producers and retailers be responsible for the lifecycle of their products—including repairs, recycling, and reuse of textiles—only bolster this movement.

“California is signaling that manufacturers must bear financial responsibility for the broader societal cost of textiles, many of which pollute landfills,” Kaness elaborates.

Kaness identifies three pivotal trends driving an uptick in secondhand shopping.

1. Economic Conditions: Growing inflation has led consumers to seek out value options. “Secondhand shopping is a goldmine for deals,” Kaness asserts, noting that thrift shoppers save an average of $1,760 each year by purchasing secondhand items, according to Capital One.

2. Social Media Influence: Social media platforms are influencing consumer demand for unique, budget-friendly styles. “People increasingly desire to refresh their wardrobes with distinctive pieces that express their personal style. Vintage and thrift shopping meets that aspiration wonderfully.”

3. Technological Advancements: Better technology has enabled retailers to profitably sort and sell individual items. “The introduction of automation and AI tools has truly transformed resale dynamics,” Kaness states. “We can now adeptly process and price unique items in ways that were unrealistic a decade ago.”

Harnessing the Power of Artificial Intelligence

The commitment to social good is complemented by state-of-the-art technology, utilizing AI and computer vision to revitalize the marketplace with billions of dollars in secondhand goods. Goodwill processes approximately six billion pounds of donations every year. Historically, staff relied on manual sorting to decide which items to resell, recycle, or discard.

“It has only recently become viable for a company to profitably resell individual items at scale,” Kaness reflects. This technological leap is vital in secondhand retail, where each item requires distinctive handling.

AI technology plays a crucial role in establishing accurate pricing. Pricing mechanisms consider diverse factors, such as brand, style, color, original price, current market price, and more. The condition of each item is also meticulously evaluated to ascertain its resale value.

“There’s a multitude of variables at play, making it nearly impossible for a person to autonomously deduce pricing while meeting labor productivity benchmarks,” Kaness explains. “Employing automation in this context allows us to swiftly process an item for resale. AI can deliver a recommended price alongside a detailed description and essential attributes for searchability.”

Insights from Darden to Goodwill

Kaness attributes his success to his education at Darden, which has equipped him for his innovative leadership position. “This moment feels like the peak of everything I’ve studied, learned, and encountered throughout my career since my time at Darden,” he shares.

Darden’s focus on ethics and responsible leadership aligns seamlessly with Kaness’ current endeavors. “I often reflect on Ed Freeman’s class surrounding stakeholder theory versus shareholder theory,” he notes. “My firsthand experience working in a nonprofit while competing with for-profit entities has enabled me both to appreciate the benefits and confront the challenges that come with considering broader impacts on diverse stakeholders, rather than solely prioritizing immediate profit.”

As GoodwillFinds continues to build momentum, Kaness remains steadfastly committed to the mission and the people who drive it. “I’ve grown to understand that the caliber of individuals you work with largely dictates the success of any venture,” Kaness reflects. “The leaders with whom I’m collaborating in local Goodwills are among the most extraordinary individuals I’ve ever known. Many have dedicated decades of service to Goodwill’s mission.”

For aspiring Darden students navigating their career paths, Kaness shares a pertinent piece of advice: “Always be mindful that the quality of your colleagues can significantly influence the eventual outcomes of your endeavors.”

How AI legalese decoder Can Aid in Social Enterprises

In the ever-evolving landscape of social entrepreneurship, legal compliance and clarity of communication are critical. Here, AI legalese decoder can play a transformative role. This innovative tool helps simplify and decode complex legal jargon that often permeates contracts and agreements, making it easier for social enterprises like GoodwillFinds to understand the legal framework surrounding their unique business model.

By utilizing the AI legalese decoder, GoodwillFinds—or any similar initiative—can streamline their legal processes, ensuring they maintain compliance while focusing on their mission of community enrichment and sustainability. The tool enables organizations to interpret contracts with clarity, reducing the risk of misunderstandings and promoting a smoother operational flow. In doing so, AI legalese decoder supports ethical practices and effective leadership, aligning perfectly with the mission of socially responsible enterprises aiming to make a positive impact in their communities.

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