photos by: JEJ PHOTOS
“Leaders enable others to act, not by hoarding the power they have, but by giving it away.”
~ Barbara Maida-Stolle
As Goodwill Industries of Northwest North Carolina prepares to celebrate its centennial in 2026, it is well positioned for continued fruitfulness, under the thoughtful leadership of President and CEO Barbara Maida-Stolle.
Part of celebrating this milestone will include the launch of a rebranding campaign and implementation of new strategic pathways. A true visionary leader, Barbara has focused on building high performing teams via a philosophy built on collaboration, community partnerships and many initiatives that foster economic mobility, inclusion and social impact.
One of the region’s most visible and impactful nonprofit organizations, Goodwill Industries of Northwest North Carolina is a complex entity that includes mission programs, donated goods retail operations, workforce development and community partnerships. Headquartered in Winston-Salem, they provide workforce development and employment services in 31 counties of western North Carolina and serve 32,000 people annually. Goodwill’s mission services are made possible through the sale of donated items at 51 retail and outlet stores, and online through ShopGoodwill.com.
Barbara oversees all aspects of Goodwill’s strategic vision and operations, which generate $100 million annually. The new strategic plan prioritizes Goodwill’s role as a community leader around policies that impact the region’s workforce and economic mobility.
“The key that unlocks the door to opportunity is learning,” Barbara shares. “Warren Bennis writes that ‘leaders learn by leading, and they learn best by leading in the face of obstacles. As weather shapes mountains, problems shape leaders.’ In other words, leaders are learners. They learn from their failures as well as their successes.”
Guiding 1,100 team members through significant disruption caused by Hurricane Helene – including ongoing communication and community assistance that served more than 28,000 people – Barbara says she considers herself a strong person grounded in faith, integrity and optimism.
“I have overcome some incredibly challenging events in my own life, from losing my husband at a young age, to battling and surviving breast cancer twice. With the love and support of my family and friends – and from personal introspection – I managed to move forward,” she shares, attributing much to the many mentors in her own life. “As far back as I can remember, I have been an introspective person, looking for the meaning in life, relationships and how things work. I believe the strength of being reflective, creative and resilient has allowed me to develop and learn from each of my journeys to become an innovative, inspirational and influential leader.”
As part of Goodwill’s commitment to innovation, Barbara spearheaded development of a roadmap to integrate AI tools across organizational functions and facilitated a new partnership with Piedmont Environmental Alliance. Goodwill has become such a nationally recognized leader in this sector that Barbara was recently made co-chair of the Goodwill Industries International Sustainability and Circularity Committee.
As we also celebrate Women’s History Month in March, Barbara is a beacon of inspiration for all young women.
“Our lives are made up of so many different journeys, experiences, norms, viewpoints and influences that, together, shape our story,” Barbara shares. “My story is filled with joy, happiness, learning and growth, but I would not be complete without challenges, grief and disappointments.”
The first in her family to attend college, Barbara earned a Bachelor of Science in business administration from High Point University and her MBA at Wake Forest University. She’s also a graduate of the invitation-only Goodwill Industries International Executive Development Program, and a graduate of Leadership Winston-Salem, Leadership Charlotte and the American Leadership Forum.
Young Barbara opened her first business at the age of 13, making and selling macrame jewelry. Following college, she spent her early career in retail, then in merchandising with Sara Lee/Hanes Brands. She then moved to owning her own business in plastic injection mold making with her late husband.
“After we changed our business model, I found myself looking to re-engage with the corporate workforce and was introduced to Goodwill,” she explains. “I have been with Goodwill approaching 20 years, beginning my career in Charlotte before moving to Winston-Salem in 2021.”
She knows it’s an exciting and significant time for Goodwill, as they launch this new strategic journey.
“Enhanced sustainability initiatives, and refreshed Mission, Vision and Values-foundation elements will keep Goodwill of Northwest North Carolina strong, innovative and community focused for the next 100 years,” Barbara shares.
In addition to her work with Goodwill, Barbara is active in her community, serving on many nonprofit boards and advisory committees, including the REACH Women’s Network, Thriving Together Community Champions Table, Goodwill Industries International Leadership Committee the Truist Winston-Salem Community Advisory Board, Crosby Scholars and Northwest North Carolina Community Foundation.
Perhaps her best kept secret – Barbara is also an accomplished chef!
“I always make time to be in my kitchen – it’s where I recharge and relax.”
To learn more about the life changing programs of Goodwill Industries of Northwest North Carolina, visit goodwillnwnc.org and follow them on Facebook and Instagram @goodwillnwnc. Goodwill Industries of Northwest NC is located in Winston-Salem at 2701 University Parkway, 336.724.3621.
CALL OUT BOX: “I am a lifelong advocate of creating environments where people can reach their fullest potential. I have devoted my life and career to creating access and opportunities for people to prosper.”
