Goodwill Omaha Is ‘Rounding Up’ for Local United Ways

Goodwill shoppers can donate their change to help others in the community who are experiencing hardship due to COVID-19

Goodwill Industries, Inc., Serving Eastern Nebraska and Southwest Iowa, is pleased to announce that its retail stores are raising money for two local United Way organizations to help people in the area who have been affected by COVID-19. The “Round It Up for United Way” campaign is raising awareness and money to support United Way of the Midlands (UWM) and the Fremont Area United Way in their efforts to help people in Omaha and surrounding communities.

The campaign kicked off on Nov. 1 and runs through Dec. 31, allowing shoppers at Goodwill retail stores to choose to “round up” their purchase totals to the next dollar when they check out. Round-it-up donations at Goodwill Omaha’s stores in Fremont and Blair will be donated to the Fremont Area United Way, and donations made at the other Goodwill locations will be donated to United Way of the Midlands.

“This year has been tough for most people, but it’s been especially difficult for those who have been impacted by COVID-19,” said Tobi Mathouser, president and CEO of Goodwill Omaha. “So many people lost jobs, either permanently or temporarily, in March, when many businesses had to close due to COVID. Several months later, some people who were furloughed or expected their layoffs to be temporary learned their positions were eliminated because employers experienced financial and economic losses due to COVID.”

UWM reports that, since March, the Nebraska/Iowa 211 Helpline has experienced a 142% increase in call volumes over last year, despite the high volumes the Helpline saw during the floods in spring 2019. As many people know, COVID-19 created an entirely new set of challenges, which United Way organizations are trying to keep up with.

For example, UWM modified its community investment process to quickly move dollars to programs that meet the community’s most pressing needs and to better respond to the community’s rapidly evolving needs.

“Goodwill holds campaigns like this throughout the year to benefit other nonprofits in our communities. It’s a way we can give back to the communities and partners who show so much support for Goodwill and our employment programs,” Mathouser continued. “Our shoppers tend to be very generous, and our round-it-up campaigns can raise a surprising amount of money. We love doing it. To us, giving back is just part of what it means to be a good steward of the community.”


About Goodwill Industries, Inc.

Many people know Goodwill Industries, Inc., Serving Eastern Nebraska and Southwest Iowa, as a place to donate used clothing and household items or find great bargains. But you might not know the mission at the heart of our organization: We provide job training and placement services to people with disabilities and other disadvantages.

The sale of donated items sold in Goodwill retail stores supports our mission programs. Here’s how: People in the community donate gently used items to Goodwill. We sell those donated items in Goodwill retail stores. The proceeds from those sales subsidize our mission programs, giving thousands of individuals in the Omaha area the chance to earn a living, discover independence and succeed in life.

Goodwill provides opportunities through a variety of employment programs, including YouthBuild AmeriCorps, Employment Solutions and Work Experience. We also are affiliated with the federal AbilityOne program, which provides jobs at federal facilities to people with severe disabilities.

Goodwill is a private, 501(c)(3) not-for-profit agency governed by a local board of trustees. We are a member agency of Goodwill Industries International of Gaithersburg, Maryland, and accredited by the Commission on Accreditation of Rehabilitation Facilities (CARF).

For more information about Goodwill’s programs and our 18 convenient locations in Omaha, Bellevue, Papillion, Fremont, Blair, Gretna and Council Bluffs, please visit

About United Way of the Midlands

United Way of the Midlands (UWM) has served the Omaha-Council Bluffs metro for more than 95 years. Guided by best practices and community input, it approaches poverty in a specific way — a “united” way. With the support of volunteers, community partners and donors, UWM invests donor dollars efficiently and effectively in our local community. These dollars fund basic needs, education and financial stability programs at local nonprofits, creating a circle of support for people in need. Please visit for more information.

About the Fremont Area United Way

The Fremont Area United Way works to advance the common good by focusing on education, income and health. Our goal is to create long-lasting changes that prevent problems from happening in the first place. Our vision for the Fremont area is to create solutions to community issues where we can make a difference, such as school readiness. We hope you want to be a part of the change. We think we can do more together than any of us can do alone. This is what it means to “Live United.” Learn more at