Kindness.org
Kindness.org is a US nonprofit that advances the science of kindness through research (Kindlab), a free K-8 social-emotional learning curriculum (Learn Kind), workplace kindness programs (Work Kind), and a science-based kindness measurement questionnaire (KQ), serving schools, corporations, and individuals globally.
- Company typePrivate
- Founded2017
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Kindness.org does
Kindness.org, Inc. (the 'Company') is a US nonprofit (501(c)(3)) organization incorporated in California and headquartered in New York City. Founded in 2017 by Jaclyn Lindsey (Co-founder & CEO) and Neil Hutchinson (Co-founder & Director), the Company operates a portfolio of four core programs: Kindlab (an applied research hub covering causes and consequences of kindness); Learn Kind (a free K-8 social-emotional learning curriculum aligned to CASEL competencies and NGSS standards); Work Kind (workplace kindness frameworks including the Kind Company Assessment); and the Kindness Quotient (KQ) science-based measurement questionnaire. Supporting assets include KindBase (a database of over 1,000 rated kind acts), the Why Kindness? podcast, the Kindmakers Challenge, Live Kind, and curated kids and families activities.
The underlying platform is content- and research-led rather than technology-platform-led: proprietary scientific content is delivered through web-based self-serve channels (kindness.org and learnkind.kindness.org), a podcast distributed on Spotify, and corporate activation channels. Research is generated internally by Kindlab and through collaborations with Harvard University and Molloy University, with methodology overseen by Chief Science Officer Dr. Oliver Scott Curry (PhD, LSE; Oxford research affiliate). The Company reports 500+ citizen scientists across 45+ countries, 750+ research citations, and quantitative outcomes including a 72 NPS for Learn Kind and reported improvements in classroom kindness behaviors.
The business model mixes donation, grant, and professional services revenue. Individual donors contribute via one-time, monthly, or annual gifts ($25–$1,000 tiers; $2 reaches one child, $25 teaches twelve). Corporate partners (NIVEA as flagship for Learn Kind; plus Beekman 1802, Verizon, Nextdoor, E.l.f. Beauty, Rockefeller Foundation, iHeartMedia, Simple Skincare) fund research and programs via strategic co-development and campaign activation. CEO-led speaking and workshops (priced from under $5,000 to $35,000+) target enterprise and conference audiences. The Company has maintained a Charity Navigator 100 rating for five consecutive years, reports 1-10 employees, and has been recognized at the NASDAQ closing bell during World Kindness Week 2025.
Kindness.org firmographics
Firmographics- Name
- Kindness.org
- Legal name
- Kindness.org, Inc.
- Website
- https://kindness.org
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kindness.org is a US nonprofit that advances the science of kindness through research (Kindlab), a free K-8 social-emotional learning curriculum (Learn Kind), workplace kindness programs (Work Kind), and a science-based kindness measurement questionnaire (KQ), serving schools, corporations, and individuals globally.
- Ownership category
- akta.pro rank
Kindness.org industry classification
Industry- Product category
- Nonprofit Social-Emotional Learning and Kindness Research
- NAICS
- Grantmaking and Giving Services (81321), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)
Keywords
Where Kindness.org is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kindness.org business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Individual Donations: Individual donors contribute via one-time, monthly, or annual donation options. Donations fund Learn Kind curriculum delivery and organizational operations. $25 teaches 12 children; $2 reaches one child.
- Corporate Partnerships: Mission-driven companies partner with Kindness.org through strategic collaborations that engage consumers, communities, and employees. Partners include Beekman 1802, Verizon, Nextdoor, and others who fund research and programs.
- Speaking & Workshops: CEO Jaclyn Lindsey delivers paid keynotes and workshops to organizations, with pricing tiers from under $5,000 to $35,000+, targeting corporate and conference audiences.
- Foundation Grants: Major foundations and donors provide funding to sustain growth and work, as indicated by financial disclosures and partnership mentions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free K-8 curriculum for schools |
| Subscription | Monthly | Individual donation options |
| Other | Multi-year contract | Corporate speaking and workshop engagements |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Kindness.org product offering
Product offeringCore offering
Kindness.org is a nonprofit that advances the science of kindness through Kindlab research and translates evidence into applied programs: a free K-8 social-emotional learning curriculum (Learn Kind), workplace kindness frameworks and assessments (Work Kind), and a science-based individual kindness measurement tool (Kindness Quotient). The organization also offers paid corporate keynotes, workshops, and partnership campaigns, supported by individual donations and foundation grants.
Product overview
Kindness.org is a nonprofit advancing the science of kindness and translating evidence into solutions for education, workplaces, and communities. Their product portfolio centers on four interconnected programs: Kindlab (research hub), Learn Kind (K-8 social-emotional learning curriculum), Work Kind (workplace kindness programs), and the Kindness Quotient (KQ) questionnaire. Supporting offerings include KindBase (acts of kindness database), the Why Kindness? Podcast, Kindmakers Challenge, Live Kind system, and Kids & Families Activities. These programs work together to build and deliver science-based kindness solutions globally.
Differentiator
Problem solved
Functional benefit
Products and services
- Learn Kind Curriculum Free K-8 social-emotional learning curriculum that teaches empathy, emotional wellbeing, and belonging through scientific inquiry, aligned to CASEL SEL Core Competencies and Next Generation Science Standards. Serves schools throughout the United States and globally, having reached over 450K students across all 50 states and 80+ countries.
- Work Kind Tailored frameworks for organizations to create kindness-based workplace systems that improve culture, employee well-being, retention, motivation, and organizational success. Includes The Kind Company Assessment (scientific employee engagement survey measuring workplace kindness), workshops, consultation, and toolkit.
- Kindness Quotient (KQ) Science-based three-minute questionnaire that measures how kind people are to family, friends, neighbors, colleagues, and strangers, and provides a Kindness Quotient score with curated kind act recommendations based on individualized results.
- Kindlab Research Research hub conducting pure and applied research on the causes and consequences of kindness through surveys, experiments, and studies, including the development of the KindBase database of over 1,000 rated kind acts. Draws on natural, social, and behavioral sciences through academic partnerships including Harvard and Molloy University.
- Live Kind Personal practice system that teaches individuals to practice kindness in their daily lives, leading to increased community engagement, fulfilling relationships, and a sense of purpose and self-worth.
- Keynotes and Workshops Paid keynote speeches and workshops delivered by CEO Jaclyn Lindsey to organizations, conferences, and corporate offsite events (including Google), covering the science of kindness and its application to culture, engagement, and team performance.
Quantifiable outcome
- 72% of teachers reported increased kind behaviors; 67% reported stronger classroom community
- +4 more outcomes
Companies that use Kindness.org
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Kindness.org technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Kindness.org partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered major, core, flagship and minor.
- Nextdoormajor2022 partnership joining forces with Verizon for 'A Call for Kindness' campaign. Combined reach amplified kindness messaging to neighborhood communities across America.
- Verizonmajor2021 partnership for 'A Call for Kindness' campaign. Groundbreaking 'United States of Kindness' research gauged kindness across the nation with state-by-state ranking, reaching consumers nationwide through earned media.
- Beekman 1802coreOngoing partnership with shared commitment to kindness and well-being. Beekman 1802 contributes a portion of proceeds from select product sales to support kindness.org mission and was proud sponsor of KQ launch. Collaborated on study examining role of kindness in influencer culture and Gen Z mental health.
- NIVEAflagshipFlagship partner for Learn Kind program, providing generous support to bring free K-8 curriculum to schools. Major funding partner enabling program delivery.
- Harvard UniversitycoreResearch collaboration with Harvard University researchers on kindness studies, including investigation of kindness during COVID-19 crisis and other research initiatives.
- Madison Square Garden/New York KnicksminorCEO Jaclyn Lindsey recognized during Knicks Women Empowerment Night with Sweetwater Clifton City Spirit Award, amplifying mission awareness to wide audience during game telecast.
- iHeartMediaminorCorporate partner supporting kindness initiatives and programs.
- CaillouminorPartnership providing kindness-focused content for children and families, including Caillou Chooses Kindness episodes.
- Molloy UniversityminorUniversity partnership for kindness research and workplace programs.
- E.l.f. Beautymajor2025 'The Sound of Kindness' social-first campaign partnership timed to World Kindness Day. Uses audiovisual stories and immersive experiences on Roblox and Twitch to promote emotional wellness and kindness.
- Simple Skincare UKminor2021 partnership for groundbreaking study on impact and effectiveness of kind acts, showcased through interactive landing page. Simple featured kindness.org logo on wipes products across UK.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
Kindness.org competitors and assessment
Company assessmentDirect peers
- DoSomething.org: Youth-focused nonprofit driving mass-participation social action campaigns; comparable 'pledge + participation' mechanic to Kindmakers Challenge.
- Random Acts of Kindness Foundation: Nonprofit dedicated to inspiring kindness through schools, workplaces, and communities; closely mirrors Kindness.org's mission, K-12 curriculum focus, and movement-building approach.
- Character.org: National advocate for character education in K-12 schools; overlaps with Learn Kind's K-8 curriculum and educator-resource positioning.
- Greater Good Science Center (UC Berkeley): University-based research and education center studying kindness, empathy, and well-being; competes for the same research-citation and educator mindshare.
- Committee for Children: A leading nonprofit developer of K-8 SEL curricula (Second Step); competes directly with Learn Kind in the same district procurement budgets.
- Life is Good Kids Foundation: Nonprofit that funds teacher-driven SEL/optimism programs in schools; comparable funding model (cause-marketing + corporate partners) and target beneficiary.
Broad incumbents
- Ashoka: Large social-entrepreneurship nonprofit with extensive corporate and foundation relationships; overlaps in the 'mission-driven company partnership' revenue layer.
- CASEL (Collaborative for Academic, Social, and Emotional Learning): The defining SEL framework provider whose CASEL Core Competencies Kind Kind aligns to; shapes the standards the entire SEL curriculum market maps against.
Emerging players
- Kidpower International: Nonprofit providing social-emotional and safety skill-building for children and teens; adjacent K-12 SEL training and content delivery model.
- Just Be Kind: Smaller kindness-movement nonprofit focused on youth advocacy and school programs; partial overlap with the K-8 kindness curriculum niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Kindness.org social profiles
Digital presenceKindness.org financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kindness.org leadership team
Management profileNumber of profiles
Profiles12 records
Kindness.org funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kindness.org M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kindness.org
What does Kindness.org do?
Kindness.org is a nonprofit that advances the science of kindness through Kindlab research and translates evidence into applied programs: a free K-8 social-emotional learning curriculum (Learn Kind), workplace kindness frameworks and assessments (Work Kind), and a science-based individual kindness measurement tool (Kindness Quotient). The organization also offers paid corporate keynotes, workshops, and partnership campaigns, supported by individual donations and foundation grants.
Is Kindness.org a public or private company?
Kindness.org is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Kindness.org founded?
Kindness.org was founded in 2017. It employs 1 to 10 people.
Where is Kindness.org based?
Kindness.org is headquartered in Brooklyn, United States, in the North America region.
How does Kindness.org make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are corporate Partnerships, speaking & Workshops and foundation Grants.
Who are Kindness.org's main competitors?
Direct peers on record are DoSomething.org, Random Acts of Kindness Foundation, Character.org, Greater Good Science Center (UC Berkeley), Committee for Children and Life is Good Kids Foundation. Broad incumbents are Ashoka and CASEL (Collaborative for Academic, Social, and Emotional Learning). Emerging players are Kidpower International and Just Be Kind.
Does Kindness.org have an API?
No public API is recorded for Kindness.org.
What industry is Kindness.org in?
Kindness.org's product category is Nonprofit Social-Emotional Learning and Kindness Research. Its primary akta.pro industry code is BPAGAKAG, Federated Giving Organizations (e.g., United Way-type). Its NAICS code is 81321 and its SIC code is 8300.