Where Does Money From Goodwill Go: A Financial Deep Dive?

Goodwill revenue streams fund numerous career development centers and job search programs; however, understanding exactly where does money from Goodwill go is crucial for donors. At money-central.com, we provide you with a comprehensive analysis of how Goodwill allocates its funds, ensuring transparency and empowering you to make informed decisions about your charitable contributions. We’ll explore the allocation of resources, including job training initiatives, administrative costs, and other expenditures, to provide a clear picture of Goodwill’s financial operations, along with charitable giving, nonprofit organizations, and financial transparency.

1. What Is Goodwill And How Does It Generate Revenue?

Goodwill is more than just a thrift store; it’s a non-profit organization with a mission to provide job training, employment placement services, and other community-based programs for people who have barriers preventing them from obtaining employment. The primary way Goodwill generates revenue is through the donation and sale of used goods. People donate clothing, furniture, household items, and other personal property, which Goodwill then sells in its retail stores.

1.1. Donation Process And Revenue Generation

The process starts with individuals and businesses donating items they no longer need. These donations are tax-deductible for the donors, providing an incentive for contributions. Once Goodwill receives these items, they are sorted, cleaned, and priced for sale. According to a report by the National Council of Nonprofits, in 2023, in-kind donations, such as those made to Goodwill, accounted for a significant portion of non-profit revenue, highlighting the importance of this donation model.

Goodwill operates a network of retail stores where these donated goods are sold. The revenue generated from these sales is the primary source of funding for their various programs. The pricing strategy varies, with some items priced higher based on brand, quality, and demand, while others are sold at lower prices to ensure affordability and quick turnover.

1.2. Other Sources Of Income

While retail sales are the main source of revenue, Goodwill also generates income from other sources:

Grants and Government Funding: Goodwill often receives grants from government agencies and private foundations to support specific programs. These grants can be instrumental in funding job training initiatives and community outreach programs.
Contracts with Businesses: Some Goodwill organizations have contracts with businesses to provide services such as packaging, assembly, and data entry. This provides a steady income stream and offers employment opportunities for the people they serve.
Recycling Operations: Goodwill also participates in recycling programs, selling recyclable materials to generate additional revenue. This aligns with their commitment to environmental sustainability.
Online Sales: In recent years, Goodwill has expanded its online presence, selling items through platforms like eBay and their own e-commerce sites. This allows them to reach a broader customer base and generate additional revenue.

1.3. Financial Transparency

Goodwill is required to file financial reports, including IRS Form 990, which provides information on the organization’s revenue, expenses, and programs. These reports are publicly available, allowing donors and stakeholders to see how the organization is managing its finances. However, as the News 13 investigation mentioned, some local Goodwill organizations may not disclose all financial information on their websites, which can raise concerns about transparency.

For more detailed financial information, you can visit websites like Charity Navigator and GuideStar, which evaluate non-profit organizations based on their financial health, accountability, and transparency.

1.4. Why This Matters

Understanding how Goodwill generates revenue is essential for appreciating how the organization funds its programs and services. By knowing the various income streams, donors can better assess the financial stability and sustainability of Goodwill.

2. Key Areas Where Goodwill Allocates Its Money

Once Goodwill generates revenue, it allocates these funds to various areas that support its mission. The primary areas include job training and employment programs, administrative costs, and other community services.

2.1. Job Training And Employment Programs

The largest portion of Goodwill’s revenue goes towards funding job training and employment programs. These programs are designed to help individuals develop the skills they need to find and retain employment.

Skills Training: Goodwill provides training in various fields, including retail, customer service, hospitality, and technology. These programs are tailored to meet the needs of local employers, ensuring that participants gain skills that are in demand.
Job Placement Assistance: Goodwill helps individuals with job searching, resume writing, and interview skills. They also work with local businesses to identify job opportunities and match qualified candidates with open positions.
Vocational Rehabilitation: For individuals with disabilities, Goodwill offers vocational rehabilitation services to help them overcome barriers to employment. This may include assistive technology, job coaching, and workplace accommodations.
Youth Programs: Goodwill also invests in programs for young people, providing them with education, mentoring, and job training opportunities. These programs are designed to help young people succeed in school and prepare for future careers.

According to a report by the U.S. Department of Labor, job training programs can significantly improve employment outcomes for participants, highlighting the importance of Goodwill’s investment in this area.

2.2. Administrative Costs

A portion of Goodwill’s revenue is allocated to administrative costs, which include salaries for management and staff, office expenses, and other operational costs.

Executive Compensation: Executive compensation is a topic of scrutiny for many non-profit organizations, including Goodwill. While some argue that high salaries are necessary to attract and retain qualified leaders, others believe that executive pay should be more closely aligned with the organization’s mission.
Operational Expenses: Operational expenses include rent, utilities, insurance, and other costs associated with running the organization. These expenses are necessary for Goodwill to operate its retail stores, training centers, and administrative offices.
Fundraising Costs: Goodwill also spends money on fundraising activities, such as direct mail campaigns, special events, and online appeals. These efforts are essential for generating revenue and sustaining the organization’s programs.

It is important to note that non-profit organizations are often evaluated based on their efficiency, which is measured by the percentage of revenue that goes towards program activities versus administrative costs. The Better Business Bureau recommends that charities spend at least 65% of their total expenses on program activities.

2.3. Community Services And Other Programs

In addition to job training and employment programs, Goodwill also invests in various community services and other programs.

Housing Assistance: Some Goodwill organizations provide housing assistance to individuals who are homeless or at risk of homelessness. This may include temporary shelter, transitional housing, and permanent supportive housing.
Education Programs: Goodwill offers education programs, such as GED preparation and English language classes, to help individuals improve their academic skills and achieve their educational goals.
Financial Literacy: Goodwill provides financial literacy training to help individuals manage their money, build credit, and avoid debt. These programs are designed to empower individuals to take control of their financial lives.
Disaster Relief: In times of disaster, Goodwill often provides assistance to affected communities, such as collecting and distributing donated goods, providing temporary shelter, and offering job training to displaced workers.

These community services and programs reflect Goodwill’s commitment to addressing the diverse needs of the communities they serve.

2.4. Scholarships and Employee Benefits

As highlighted in the News 13 investigation, Goodwill also allocates funds to scholarships for employees’ children and retirement packages. This investment in employee benefits can help attract and retain qualified staff, but it also raises questions about the balance between employee welfare and program funding.

2.5. Why This Matters

Understanding how Goodwill allocates its money is crucial for evaluating the organization’s effectiveness and impact. By examining the distribution of funds across different areas, donors can assess whether Goodwill is aligned with their values and priorities. Transparency in financial reporting is essential for building trust and ensuring that donations are used responsibly.

3. Investigating Goodwill’s Financial Practices

Investigating Goodwill’s financial practices involves examining their tax filings, evaluating their governance structure, and comparing their performance against industry standards. This section delves into these aspects to provide a comprehensive overview of Goodwill’s financial accountability.

3.1. Analyzing Tax Filings (IRS Form 990)

Goodwill is required to file IRS Form 990 annually, which provides detailed information about its financial activities. This form includes data on revenue, expenses, assets, liabilities, and compensation of key employees.

Revenue Breakdown: The Form 990 shows the different sources of revenue, including retail sales, grants, contracts, and other income. This helps stakeholders understand how Goodwill generates its funding.
Expense Allocation: The form details how Goodwill allocates its expenses across different program areas, administrative costs, and fundraising activities. This provides insight into the organization’s priorities and efficiency.
Executive Compensation: The Form 990 discloses the compensation of the organization’s top executives, including salary, bonuses, and other benefits. This information is often scrutinized by donors and watchdogs to ensure that executive pay is reasonable.
Assets and Liabilities: The form provides a snapshot of Goodwill’s assets and liabilities, including cash, investments, property, and debt. This helps stakeholders assess the organization’s financial health and stability.

By analyzing these elements of the Form 990, stakeholders can gain a deeper understanding of Goodwill’s financial practices and performance.

3.2. Evaluating Governance Structure

The governance structure of a non-profit organization plays a critical role in ensuring accountability and transparency. Goodwill is governed by an independent board of directors, which is responsible for overseeing the organization’s activities and ensuring that it operates in accordance with its mission.

Board Composition: The composition of the board is important, as it should include individuals with diverse backgrounds and expertise. Board members should have a strong understanding of the organization’s mission and a commitment to ethical governance.
Conflict of Interest Policies: Goodwill should have strong conflict of interest policies in place to prevent board members from benefiting personally from their position. As the News 13 investigation revealed, some Goodwill board members have ties to companies that do business with the charity, which raises concerns about potential conflicts of interest.
Oversight and Accountability: The board should provide effective oversight of the organization’s activities, including financial management, program performance, and compliance with legal and regulatory requirements.

A strong governance structure is essential for maintaining public trust and ensuring that Goodwill operates in a responsible and ethical manner.

3.3. Benchmarking Against Industry Standards

Comparing Goodwill’s financial performance against industry standards can provide valuable insights into its efficiency and effectiveness. Several organizations evaluate non-profits based on their financial health, accountability, and transparency.

Charity Navigator: Charity Navigator is a leading evaluator of non-profit organizations, providing ratings based on financial health, accountability, and transparency. Donors can use Charity Navigator to assess Goodwill’s performance and compare it against other charities.
GuideStar: GuideStar provides information on non-profit organizations, including financial reports, program data, and governance information. Donors can use GuideStar to research Goodwill and other charities and make informed giving decisions.
Better Business Bureau Wise Giving Alliance: The Better Business Bureau Wise Giving Alliance sets standards for charitable organizations, including requirements for financial transparency, governance, and program effectiveness. Donors can use the BBB Wise Giving Alliance to assess whether Goodwill meets these standards.

By benchmarking Goodwill against these industry standards, stakeholders can gain a better understanding of its strengths and weaknesses and make informed decisions about supporting the organization.

3.4. State Licensing and Compliance

As the News 13 investigation pointed out, Goodwill’s lapse in state licensing raises concerns about compliance and oversight. Non-profit organizations are required to comply with various state regulations, including registration and reporting requirements. Failure to comply with these regulations can result in fines, penalties, and damage to the organization’s reputation.

Donors should be aware of these compliance issues and consider them when making decisions about supporting Goodwill.

3.5. Why This Matters

Investigating Goodwill’s financial practices is essential for ensuring accountability and transparency. By analyzing tax filings, evaluating governance structures, and benchmarking against industry standards, stakeholders can assess whether Goodwill is operating in a responsible and ethical manner. This information empowers donors to make informed decisions and support organizations that are aligned with their values.

4. Real-World Examples Of How Goodwill Uses Its Funds

To provide a clearer picture of how Goodwill uses its funds, let’s look at some real-world examples of their programs and initiatives.

4.1. Case Study: Job Training Programs

Goodwill operates numerous job training programs across the country. For instance, Goodwill Industries of Central Indiana offers training in areas like healthcare, IT, and manufacturing. These programs equip individuals with the skills needed to secure employment in high-demand industries.

Program Structure: The programs typically involve classroom instruction, hands-on training, and internships with local employers.
Outcomes: Graduates of these programs often find employment with higher wages and better benefits than they had before.
Funding: These programs are funded through a combination of retail sales, grants, and contracts with businesses.

4.2. Case Study: Community Outreach

Goodwill also invests in community outreach programs to address the diverse needs of the communities they serve. For example, Goodwill Industries of Greater New York and Northern New Jersey provides housing assistance, education programs, and financial literacy training to individuals in need.

Housing Assistance: This includes providing temporary shelter, transitional housing, and permanent supportive housing to individuals who are homeless or at risk of homelessness.
Education Programs: Goodwill offers GED preparation and English language classes to help individuals improve their academic skills.
Financial Literacy: These programs help individuals manage their money, build credit, and avoid debt.
Funding: These programs are funded through retail sales, grants, and donations from individuals and businesses.

4.3. Case Study: Recycling Initiatives

Goodwill is committed to environmental sustainability and operates various recycling initiatives. For example, Goodwill Industries of Southeastern Wisconsin collects and recycles electronic waste, diverting it from landfills and generating revenue.

Collection Process: Goodwill collects electronic waste from individuals and businesses through donation drives and drop-off centers.
Recycling Process: The electronic waste is then sorted, dismantled, and recycled, with valuable materials recovered and sold.
Environmental Impact: This initiative helps reduce pollution, conserve resources, and promote a circular economy.
Funding: The recycling program is funded through the sale of recycled materials and grants from environmental organizations.

4.4. Case Study: Disaster Relief Efforts

In times of disaster, Goodwill often provides assistance to affected communities. For example, after Hurricane Harvey in 2017, Goodwill Industries of Houston collected and distributed donated goods, provided temporary shelter, and offered job training to displaced workers.

Immediate Relief: Goodwill provided food, water, clothing, and other essential supplies to individuals and families affected by the hurricane.
Temporary Shelter: Goodwill opened its facilities to provide temporary shelter to those who lost their homes.
Job Training: Goodwill offered job training programs to help displaced workers find employment and rebuild their lives.
Funding: These efforts were funded through donations from individuals, businesses, and foundations.

4.5. Why This Matters

These real-world examples illustrate the diverse ways in which Goodwill uses its funds to support its mission. By investing in job training, community outreach, recycling, and disaster relief, Goodwill makes a positive impact on the lives of individuals and communities across the country. Understanding these examples can help donors appreciate the value of their contributions and make informed decisions about supporting Goodwill.

5. How To Ensure Your Donations To Goodwill Are Used Effectively

Donating to Goodwill can be a great way to support your community. However, it’s important to ensure that your donations are used effectively to maximize their impact. Here are some tips on how to do that.

5.1. Research Local Goodwill Chapters

Goodwill operates as a network of independent organizations, so financial practices can vary from one chapter to another. Research the local chapter you’re considering donating to. Look at their website, read their annual reports, and check their ratings on Charity Navigator and GuideStar.

5.2. Understand Their Programs and Services

Familiarize yourself with the specific programs and services offered by your local Goodwill chapter. This will help you understand how your donations are used and whether they align with your values.

5.3. Check Their Financial Transparency

Ensure that the Goodwill chapter is transparent about its finances. Look for information on their website about their revenue, expenses, and executive compensation. Check whether they make their IRS Form 990 available to the public.

5.4. Review Their Governance Structure

Examine the governance structure of the Goodwill chapter. Ensure that they have an independent board of directors with diverse backgrounds and expertise. Check whether they have strong conflict of interest policies in place.

5.5. Ask Questions

Don’t hesitate to ask questions about how your donations are used. Contact the Goodwill chapter directly and ask about their programs, finances, and governance. This will help you make an informed decision about whether to donate.

5.6. Donate Items That Are In Good Condition

To maximize the value of your donations, donate items that are in good condition. This will help Goodwill generate more revenue from their retail sales.

5.7. Consider Donating Money Instead of Goods

While donating goods is helpful, donating money can sometimes be more effective. Cash donations allow Goodwill to use the funds where they are most needed, whether it’s for job training programs, community outreach, or administrative costs.

5.8. Volunteer Your Time

In addition to donating goods or money, consider volunteering your time at Goodwill. This will give you a firsthand look at their operations and help you understand how they use their resources.

5.9. Stay Informed

Stay informed about Goodwill’s activities and performance. Subscribe to their newsletter, follow them on social media, and attend their events. This will help you stay up-to-date on their programs and impact.

5.10. Why This Matters

By following these tips, you can ensure that your donations to Goodwill are used effectively and that you are supporting an organization that is making a positive impact in your community. Informed giving is essential for maximizing the value of your contributions and supporting causes that you believe in.

6. Common Misconceptions About Goodwill

There are several common misconceptions about Goodwill that can affect people’s perceptions of the organization. Let’s address some of these misconceptions.

6.1. Misconception: Goodwill Is Only A Thrift Store

Many people think of Goodwill primarily as a thrift store. While retail sales are a significant part of their operations, Goodwill is much more than that. They are a non-profit organization with a mission to provide job training, employment placement services, and other community-based programs.

Reality: Goodwill’s retail stores generate revenue that is used to fund these programs, which help people overcome barriers to employment and achieve economic self-sufficiency.

6.2. Misconception: Goodwill Pays Its Employees Very Little

There is a perception that Goodwill pays its employees very little, which can be a deterrent for potential employees and donors.

Reality: While Goodwill does provide employment opportunities for individuals with disabilities and other barriers to employment, they also offer competitive wages and benefits. According to Goodwill’s website, they are committed to providing fair compensation and a positive work environment.

6.3. Misconception: Executive Compensation Is Too High

Executive compensation at non-profit organizations is often a topic of scrutiny, and Goodwill is no exception. Some people believe that Goodwill’s executives are paid too much, which can raise concerns about financial priorities.

Reality: Executive compensation is determined by the board of directors and is based on factors such as experience, performance, and industry standards. While executive pay may seem high to some, it is important to consider the complexity of managing a large non-profit organization and the need to attract qualified leaders.

6.4. Misconception: Most Of The Donated Items End Up In Landfills

There is a misconception that most of the donated items to Goodwill end up in landfills, which can discourage people from donating.

Reality: Goodwill makes every effort to sell or recycle donated items. Items that cannot be sold in their retail stores are often sold to other organizations or recycled. This helps reduce waste and promote environmental sustainability.

6.5. Misconception: Goodwill Only Helps People With Disabilities

While Goodwill does provide employment opportunities and support for individuals with disabilities, they also serve a wide range of people, including veterans, people with criminal backgrounds, and individuals facing economic hardship.

Reality: Goodwill’s programs are designed to help anyone who faces barriers to employment, regardless of their background or circumstances.

6.6. Why This Matters

Addressing these common misconceptions is essential for promoting a more accurate understanding of Goodwill’s mission and operations. By dispelling these myths, we can encourage more people to support Goodwill’s work and help them achieve their goals.

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8. The Importance of Transparency in Non-Profit Organizations

Transparency is crucial for building trust between non-profit organizations and the public. When donors and stakeholders have access to clear and accurate information about an organization’s finances and operations, they are more likely to support its mission.

8.1. Building Trust With Donors

Donors want to know that their contributions are being used effectively and ethically. Transparency helps build trust by showing donors how their money is being spent and the impact it is having.

Financial Reporting: Providing detailed financial reports that show revenue, expenses, and program outcomes.
Governance Information: Disclosing information about the board of directors and their roles in overseeing the organization.
Program Information: Sharing information about the organization’s programs and services, including the number of people served and the results achieved.

8.2. Ensuring Accountability

Transparency ensures that non-profit organizations are held accountable for their actions. When organizations are open about their finances and operations, they are more likely to operate in a responsible and ethical manner.

Independent Audits: Conducting regular audits by independent accounting firms to verify the accuracy of financial statements.
Conflict of Interest Policies: Implementing policies to prevent board members and staff from benefiting personally from their positions.
Whistleblower Protection: Protecting employees who report wrongdoing within the organization.

8.3. Promoting Ethical Behavior

Transparency promotes ethical behavior by creating a culture of openness and accountability. When organizations are transparent, they are less likely to engage in unethical practices.

Code of Ethics: Developing a code of ethics that outlines the organization’s values and principles.
Ethics Training: Providing ethics training to board members and staff to ensure that they understand their responsibilities.
Reporting Mechanisms: Establishing mechanisms for reporting ethical concerns and ensuring that they are addressed promptly.

8.4. Complying With Legal And Regulatory Requirements

Non-profit organizations are required to comply with various legal and regulatory requirements, including filing annual tax returns and registering with state authorities. Transparency helps organizations meet these requirements and avoid penalties.

IRS Form 990: Filing accurate and complete IRS Form 990s, which provide detailed information about the organization’s finances.
State Registration: Registering with state authorities and complying with state regulations.
Compliance Programs: Implementing compliance programs to ensure that the organization meets all legal and regulatory requirements.

8.5. Why This Matters

Transparency is essential for the health and well-being of the non-profit sector. By promoting transparency, we can build trust with donors, ensure accountability, promote ethical behavior, and comply with legal and regulatory requirements.

9. The Future of Goodwill and Non-Profit Funding

The future of Goodwill and non-profit funding is likely to be shaped by several factors, including changing donor preferences, technological advancements, and economic trends.

9.1. Changing Donor Preferences

Donor preferences are evolving, with more donors seeking greater transparency and accountability from non-profit organizations. Donors are also increasingly interested in supporting organizations that align with their values and have a measurable impact.

Impact Investing: More donors are interested in impact investing, which involves investing in organizations that generate both financial returns and social or environmental benefits.
Data-Driven Philanthropy: Donors are increasingly relying on data to inform their giving decisions, seeking evidence-based programs and organizations that have a proven track record.
Online Giving: Online giving is becoming more popular, with more donors using online platforms to research and donate to non-profit organizations.

9.2. Technological Advancements

Technological advancements are transforming the non-profit sector, providing new opportunities for fundraising, program delivery, and data analysis.

Online Fundraising: Non-profit organizations are using online platforms to raise money, reach new donors, and engage with their supporters.
Mobile Technology: Mobile technology is enabling non-profit organizations to reach people in remote areas, deliver programs more efficiently, and collect data more effectively.
Data Analytics: Data analytics is helping non-profit organizations understand their programs better, identify trends, and make more informed decisions.

9.3. Economic Trends

Economic trends can have a significant impact on non-profit funding. Economic downturns can lead to decreased donations, while economic growth can lead to increased giving.

Economic Recessions: Economic recessions can lead to decreased donations, as people have less disposable income to give.
Wealth Inequality: Wealth inequality can exacerbate funding challenges for non-profit organizations, as a small number of wealthy donors control a large share of philanthropic resources.
Government Funding: Government funding is an important source of revenue for many non-profit organizations, but it is subject to political and economic pressures.

9.4. Adapting To Change

To thrive in the future, Goodwill and other non-profit organizations will need to adapt to these changing conditions. This will require them to be more transparent, accountable, and data-driven.

Transparency and Accountability: Non-profit organizations will need to be more transparent about their finances and operations and accountable for their results.
Data-Driven Decision Making: Non-profit organizations will need to use data to inform their decision-making and demonstrate their impact.
Collaboration: Non-profit organizations will need to collaborate with other organizations, businesses, and government agencies to address complex social problems.

9.5. Why This Matters

The future of Goodwill and non-profit funding is uncertain, but by adapting to these changing conditions, non-profit organizations can continue to make a positive impact in their communities. Transparency, accountability, and data-driven decision-making will be essential for success in the years to come.

10. Frequently Asked Questions (FAQ) About Where Money From Goodwill Goes

Here are some frequently asked questions about where money from Goodwill goes:

10.1. How Much Of Goodwill’s Revenue Goes To Program Activities?

A significant portion of Goodwill’s revenue goes towards funding program activities, such as job training, employment placement services, and community outreach programs. The exact percentage varies from one Goodwill chapter to another, but it is typically around 80-90%.

10.2. How Much Of Goodwill’s Revenue Goes To Administrative Costs?

A portion of Goodwill’s revenue is allocated to administrative costs, which include salaries for management and staff, office expenses, and other operational costs. This percentage is typically around 10-20%.

10.3. How Much Do Goodwill’s Executives Make?

Executive compensation at non-profit organizations is often a topic of scrutiny. The compensation of Goodwill’s executives is determined by the board of directors and is based on factors such as experience, performance, and industry standards.

10.4. Does Goodwill Provide Job Training To People With Disabilities?

Yes, Goodwill provides job training to people with disabilities, as well as to veterans, people with criminal backgrounds, and individuals facing economic hardship.

10.5. How Can I Ensure That My Donations To Goodwill Are Used Effectively?

To ensure that your donations to Goodwill are used effectively, research local Goodwill chapters, understand their programs and services, check their financial transparency, review their governance structure, and ask questions.

10.6. Is Goodwill A Religious Organization?

No, Goodwill is not a religious organization. It is a non-profit organization with a mission to provide job training, employment placement services, and other community-based programs.

10.7. Does Goodwill Accept Donations Other Than Clothing And Household Items?

Yes, Goodwill accepts a variety of donations, including clothing, household items, furniture, electronics, and vehicles.

10.8. How Does Goodwill Help The Environment?

Goodwill helps the environment by recycling donated items, diverting them from landfills, and promoting a circular economy.

10.9. Can I Volunteer At Goodwill?

Yes, you can volunteer at Goodwill. Volunteering is a great way to support Goodwill’s mission and help people in your community.

10.10. Where Can I Find More Information About Goodwill’s Finances?

You can find more information about Goodwill’s finances on their website, as well as on websites like Charity Navigator and GuideStar.

Understanding where does money from Goodwill go is crucial for making informed decisions about charitable giving. By examining their financial practices and program outcomes, you can ensure that your donations are used effectively to support their mission of providing job training and employment opportunities for those in need. Visit money-central.com for more insights and resources on financial transparency and effective philanthropy. If you are interested in learning more about how to manage your personal finances effectively, visit our website at money-central.com or contact us at Address: 44 West Fourth Street, New York, NY 10012, United States, Phone: +1 (212) 998-0000 for expert advice and personalized financial planning.