Good+Foundation

What Good+Foundation does

Good+Foundation is a 501(c)(3) nonprofit organization founded in 2001 by Jessica Seinfeld (formerly operating as Baby Buggy) that works to dismantle multi-generational poverty by pairing tangible goods with innovative services for under-resourced families. Its core offering distributes essential baby and childcare items — cribs, car seats, diapers, strollers, and hygiene products — sourced primarily as in-kind corporate donations (excess inventory, samples, open-box returns), routed through warehouses in New York City (306 West 37th Street) and Los Angeles and a network of approximately 126 anti-poverty partner programs. Goods are deployed as incentives for parental participation in partner-delivered services such as counseling, employment assistance, financial literacy, co-parenting classes, and GED preparation. Since 2010 the organization has intentionally centered fathers in service design, and since 2019 it has operated the Good+ Training Academy, delivering trauma-informed, father-inclusive training to social service providers (25,817+ trainees, 10.5M+ learning hours). Its 2020-launched Family Cash Grants program has distributed more than $1.8M in direct cash assistance for rent, groceries, childcare, and medical expenses.

The organization generates no commercial revenue; its economic base is philanthropic support. Revenue streams include individual donations (one-time and recurring, processed via GoFundMe Classy), in-kind product contributions from corporate partners (fashion and baby-care brands including Alice + Olivia, Victoria's Secret, Nordstrom, GROWNSY, Coterie, Nara Organics, Perelel), foundation grants (Tsunami Foundation, Coleman Family Ventures, John H. & Regina K. Scully Foundation, Casey Family Programs, etc.), event sponsorship (notably the Night of Comedy benefit at Carnegie Hall), and corporate volunteer-hour matching (Dollars for Doers). 2022 Annual Report totals indicate $17.3M in combined financial and in-kind support with $12.4M of essential goods distributed in that year. The founder continues as Board Chair; Anthony Tassi was appointed CEO in November 2025, succeeding Katherine Snider. Operational backbone relies on GoFundMe Classy (donations), Amazon registries (product donations), Mailchimp (newsletters), and a volunteer-driven warehouse and event model — there are no proprietary technology platforms, no public API, and no software products.

Name

Good+Foundation

Legal name

Good+Foundation

Website

https://goodplusfoundation.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Good+Foundation is a 501(c)(3) nonprofit founded in 2001 that pairs donated essential baby goods with social services for under-resourced families, distributing over $124M in goods through 126 partner programs via NYC and LA warehouses.

Ownership category

akta.pro rank

Product category

Nonprofit Family Support Services

NAICS

Individual and Family Services (6241), Child and Youth Services (624110), Other Individual and Family Services (624190), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD), Maternal, Child & Family Health Organizations (BPAGACAF), Special Education, Disability Support & Inclusive Education Nonprofits (BPAGADAH)

Keywords

• Family support services
• Anti-poverty programs
• Father engagement initiatives
• Essential goods distribution
• Nonprofit social services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting the organization's mission to dismantle multi-generational poverty. Donations are processed through GoFundMe Classy platform and the organization's own donation pages. Both one-time and recurring donation options are available.
2. Corporate Product Contributions: Companies and manufacturers donate excess inventory, samples, open-box returns, and items that can no longer be sold at retail. These include children's gear, clothing, diapers, and hygiene items. Corporate partners receive tax deductions for donations.
3. Event Sponsorship: Corporate sponsorship of fundraising events including Night of Comedy benefit gala, community events, and seasonal campaigns. Events provide brand placement and pop-up activation opportunities while supporting families in need.
4. Foundation Grants: Support from foundations including Tsunami Foundation, Coleman Family Ventures, John H. & Regina K. Scully Foundation, John & Amy Griffin Foundation, and others. Top financial contributors are listed for the fiscal year May 2025-April 2026.
5. Volunteer Hours (Dollars for Doers): Corporate employee volunteer programs where companies match volunteer hours with financial contributions to the organization.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Good+Foundation is a national nonprofit that dismantles multi-generational poverty by pairing tangible essential goods (cribs, diapers, car seats, strollers) with innovative services such as counseling, employment assistance, financial literacy, and co-parenting classes for under-resourced fathers, mothers, and caregivers. The organization operates the Good+ Training Academy, which provides father-inclusive and trauma-informed training to social service providers, and distributes Family Cash Grants for immediate family needs.

Product overview

Good+Foundation operates as a national nonprofit organization offering a multi-component platform for family support. The core offering pairs essential goods (cribs, car seats, diapers, strollers) with innovative services including the Good+ Training Academy (trauma-informed, father-inclusive training for social service providers) and Family Cash Grants (microgrants for immediate needs). The organization also facilitates giving through volunteer programs and product drives, all coordinated through warehouses in New York City and Los Angeles with a network of approximately 126 anti-poverty program partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Essential Goods Program A tangible goods donation program that provides essential baby items such as cribs, car seats, diapers, strollers, and hygiene products to under-resourced families in exchange for participation in social service programs.
• Good+ Training Academy A training and technical assistance program that delivers evidence-informed courses to social service providers on father-inclusive, trauma-informed approaches to supporting families. Has trained over 25,817 individuals with more than 10.5 million hours of learning delivered.
• Family Cash Grants Microgrants program providing immediate financial assistance to families on both coasts for rent, groceries, childcare, and medical costs. Has distributed over $1.1 million in funds since 2020, with total cash assistance exceeding $1.8 million.
• Volunteer Programs Hands-on volunteering opportunities including corporate warehouse volunteering, office-based volunteering, individual volunteering through New York Cares, and the Doing Good From Home initiative for remote contributions.
• Product Drives Community-based initiatives where groups can collect essential goods in-person or virtually through registry links for donation to families served by the organization.

Quantifiable outcome

• 93% of fathers report improved relationships with their children after receiving donations
• +6 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• GROWNSYminorGTM or Marketing Partner · 14 June 2026Baby care brand serving over 3 million households worldwide partnered with Good+Foundation for the 2nd Annual Daddy Summer Stroll on June 14, 2026. GROWNSY donated 69 units of baby care gear valued at approximately $10,000 including products for feeding, hygiene, rest, and mobility. This was GROWNSY's first major nonprofit partnership in the U.S. market.
• Alice + OliviaminorGTM or Marketing Partner · 22 December 2025Fashion brand partnered with Good+Foundation during the 2025 holiday season to deliver toys, essential goods, and hands-on support to families in need in New York City and Los Angeles.
• Victoria's SecretminorGTM or Marketing Partner · 22 December 2025Fashion brand partnered with Good+Foundation during the 2025 holiday season to deliver toys, essential goods, and hands-on support to families in need in New York City and Los Angeles.
• NordstromminorGTM or Marketing Partner · 22 December 2025Fashion retailer partnered with Good+Foundation during the 2025 holiday season to deliver toys, essential goods, and hands-on support to families in need in New York City and Los Angeles.
• Nara OrganicsminorGTM or Marketing Partner · 29 July 2025Clean infant formula company launched on July 29, 2025, and as part of its launch, donated over 1,400 cans of infant formula to Good+ Foundation to support up to 40 under-resourced families throughout their babies' first year.
• PerelelminorGTM or Marketing Partner · 1 January 2022Vitamin company founded by OB/GYNs that helped provide prenatal vitamins to thousands of Good+ moms and moms-to-be. Perelel expanded its commitment via the Perelel Pledge to increase access to quality prenatal care.
• Ascend at the Aspen InstitutecoreStrategic or Co-development PartnerGood+Foundation partnered with Ascend at the Aspen Institute to address outdated child support laws through state-level reform. The collaboration advocates for right-sized payments, co-parenting support and services, and alternatives to punishments for non-compliance. This represents the organization's policy advocacy work at the systemic level.
• CoterieminorGTM or Marketing PartnerBaby care brand partnered with Good+Foundation for the 'Coterie Diaper Share Program' initiative to provide up to 50 families with a year's supply of diapers. Coterie also accepts unused, unopened diapers from donors for distribution to Good+ families.
• Social Service Partner NetworkcoreStrategic or Co-development PartnerGood+Foundation partners with approximately 126 innovative anti-poverty programs across the country. Partners include counseling services, health services, employment assistance programs, financial literacy classes, and co-parenting programs. The organization incentivizes parental enrollment and participation by providing essential goods.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• First Book: Nonprofit providing books and educational resources to children in need, with corporate partnerships supplying in-kind product. Comparable model of pairing tangible goods with educational programming for under-resourced families.
• National Fatherhood Initiative: National nonprofit dedicated to father involvement, providing curricula, training, and resources for fatherhood programs. Most direct peer on the father-engagement training mission that differentiates Good+.
• Baby2Baby: National nonprofit distributing essential items — diapers, clothing, and basic necessities — to children in poverty. Closest direct peer: operates a similar goods-plus-services distribution model with celebrity-driven fundraising and corporate partnerships.
• Room to Grow: Nonprofit providing one-on-one parenting support, children's clothing, and developmental items to families from pregnancy through age three. Directly comparable two-generation model targeting under-resourced families in major U.S. cities.
• National Diaper Bank Network: National nonprofit addressing diaper need through a network of member banks. Comparable to Good+ in distributing baby essentials to low-income families via partner programs and corporate diaper donations.

Broad incumbents

• Healthy Families America: Evidence-based home visiting network supporting new and expectant parents. Comparable as a national family-support infrastructure with a training/credentialing layer similar to Good+ Training Academy.
• Feeding America: Largest U.S. hunger-relief nonprofit distributing in-kind donated goods through a national partner-network model. Comparable operating architecture — corporate in-kind donations routed through partner agencies to end beneficiaries.
• MomsRising: Large national advocacy and member organization for mothers and families, focused on policy and economic supports. Broader in scope than Good+ but shares the under-resourced family/maternal well-being mission and policy advocacy orientation.
• Ascend at the Aspen Institute: Policy program at the Aspen Institute advancing two-generation approaches to family economic security. Already a strategic partner of Good+; comparable in advocating for father-inclusive, family-centered policy reform.
• Dress for Success: Global nonprofit providing professional attire and career development to under-resourced individuals. Comparable as a goods-plus-services nonprofit using in-kind corporate donations paired with employment-readiness programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GOODPlusFdn
• LinkedInlinkedin.com/company/goodplusfdn

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good+Foundation