Think Goodwill is just a thrift store? Here’s what your donations really do

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Goodwill CEO at Lowe Mill — Alabama Goodwill CEO Dr. Cuffie visits Lowe Mill in Huntsville. (Ben Johnson / Bham Now)

You’ve likely shopped or donated at one of Alabama Goodwill’s Huntsville stores—maybe scoring a vintage jacket or dropping off some household treasures. But what’s behind the racks and donation bins? We dug past the sweaters and shoes and discovered a new CEO with 17 years of Goodwill experience with bold plans for the future.

Keep reading to meet Dr. DeWayne Cuffie and and find out why Huntsville’s Goodwill community is buzzing.

A quick refresher on Alabama Goodwill

Before we dive into Dr. Cuffie’s story, here’s what makes Alabama Goodwill so impactful:

The goal: Build a more equitable workforce by empowering + employing people facing barriers to work.
Donations + purchases: Every donation + thrift purchase funds free job training, education + employment programs that help Alabamians reach their full potential.
The impact: That vintage jacket or mid-century lamp you discovered while shopping didn’t just upgrade your wardrobe + space—it helped change someone’s life. Cool, right?

A mission that’s personal

When you ask Dr. Cuffie why he’s stayed with Goodwill for nearly two decades, his answer says it all.

“Goodwill gave me a chance when I needed one most. I walked through those doors year ago—during the great recession—not realizing that God was setting me on a lifelong mission. I’ve stayed because I’ve seen lives restored—people who thought they were forgotten who have found purpose again.”
Dr. DeWayne Cuffie, CEO, Alabama Goodwill

As CEO, Dr. Cuffie’s goal is simple but powerful: help people find value in themselves and in the world around them.

The mission behind Alabama Goodwill

Goodwill isn’t just about finding cool thrift finds—it’s about transformation.

“People see the stores, but they don’t always see the ministry behind them. Alabama Goodwill is filled with people who care deeply—who show up early, stay late and help others rise. We’re not just a thrift store; we’re a movement of second chances. Every purchase, every donation is a seed that helps someone else find stability, employment and hope.”
Dr. DeWayne Cuffie, CEO, Alabama Goodwill

Dr. Cuffie, CEO of Alabama Goodwill, enjoys time at Lowe Mill in Huntsville. (Ben Johnson / Bham Now)

Outside of work, Dr. Cuffie stays grounded in family and faith. He and his wife, Michelle, love exploring local restaurants and making memories with their kids.

He’s also known to browse Goodwill aisles for hidden gems—like a 1960s typewriter that clacks loud and smells of ink and oil.

“For me, it’s more than the find,” he says. “The real joy of shopping at Goodwill is in the treasure hunt—and knowing every purchase helps change a life.”
Dr. DeWayne Cuffie, CEO, Alabama Goodwill

Why Huntsville should be excited about Alabama Goodwill’s future

With Dr. Cuffie leading the way, Alabama Goodwill’s future feels bright. Here’s what he told us we can expect over the next year:

“We’re focusing on getting better before bigger—tightening operations, strengthening culture and making sure everything we do reflects integrity, humility and excellence.”
Dr. DeWayne Cuffie, CEO, Alabama Goodwill

Next time you’re shopping or donating at an Alabama Goodwill in Huntsville, Dr. Cuffie told us to remember this: you’re part of something bigger than a bargain. You’re providing second chances and hope.

Here’s where you can shop and donate at Alabama Goodwill in Huntsville:

Shop, donate and change lives in Huntsville by supporting Alabama Goodwill.

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