What We Are For Good does

We Are For Good is a media and community platform serving nonprofit leaders, fundraisers, and social impact changemakers. Founded in 2020 in Oklahoma City by Jon McCoy and Becky Endicott — both 20-year nonprofit fundraising veterans previously at Oklahoma State University Foundation — the company was built around a flagship podcast that debuted at #1 on Apple iTunes in the nonprofit category and now spans 700+ episodes and 750,000+ downloads, ranking in the top 1% of global podcasts. The product surface has expanded into The Weekly newsletter (25,000+ subscribers), the Impact Uprising online community (with a mobile app on Apple App Store and Google Play), the quarterly ImpactUp event series, We Are For Good Studios (branded content production), and a membership-based Content Library.

The underlying technology stack is a standard SaaS composition rather than proprietary software: Squarespace powers the website, shop, and content management; Buzzsprout distributes the podcast to 20+ listening platforms; Riverside.fm and Adobe Audition handle remote recording and audio post-production; SlingStudio supports multi-camera video; and Calendly manages scheduling. The product is therefore sold as a media and community experience, not a technology license.

We Are For Good monetizes through diversified media and events revenue streams rather than subscription SaaS pricing: (i) podcast advertising and underwriting sponsorships, (ii) direct-to-consumer merchandise sold through its Squarespace shop (t-shirts $20–$25, sweatshirts/hoodies $45, accessories $5–$25), (iii) ImpactUp quarterly event sponsorships and speaking/keynote fees, (iv) fee-for-service studio content production partnerships for external brands, and (v) affiliate/referral commissions from recommended vendors (Givebutter, Whiteboard, RKD Group, Sowen, Allegiance Group + Pursuant, Classy). Community and newsletter access remain free. In October 2025, the company was acquired by Givebutter — a nonprofit fundraising and CRM platform — to create an integrated ecosystem combining fundraising technology with community-driven professional development; We Are For Good now operates as a subsidiary within the Givebutter family while retaining its existing brand and leadership team.

Name

We Are For Good

Legal name

We Are For Good, LLC

Website

https://weareforgood.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

We Are For Good is a media and community platform serving nonprofit leaders and social impact professionals through a top-ranked podcast network, weekly newsletter, global online community app, and quarterly in-person events.

Ownership category

akta.pro rank

Product category

Nonprofit Media and Community Platform

NAICS

Other Sound Recording Industries (51229), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Podcast Networks & Multi-Show Publishers (MPACADAB)

akta.pro secondary industries

Podcast Ad Sales Networks & Monetization Platforms (MPACADAD), Audio Production & Podcasting (BPAFAIAE)

Keywords

• Nonprofit podcast network
• Social impact community
• Nonprofit media platform
• Fundraising content production
• Social impact events

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Podcast Sponsorships & Advertising: The company sells ongoing advertising and sponsorship slots within its podcast episodes, as well as underwriting for themed or special episode weeks. Sponsorship inquiries are directed to [email protected]. This is one of the primary revenue streams alongside branded content partnerships.
2. Merchandise E-commerce (We Are For Good Shop): The company operates a direct-to-consumer e-commerce storefront selling branded merchandise including t-shirts ($20-$25), sweatshirts/hoodies ($45), mugs ($20), posters ($14-$20), totes ($24), and stickers ($5-$8). Sales are processed through the company's Squarespace-powered shop.
3. Event Sponsorships & Speaking Fees: Revenue is generated through event sponsorships for ImpactUp (quarterly gatherings), local meetup sponsorships, and fees charged for keynote speaking, workshop facilitation, and live podcast recording at conferences. The company also hosts branded events and co-created content partnerships.
4. Studio Content Production Partnerships: We Are For Good Studios creates branded podcasts, limited series, curated panels, and workshops for external organizations. Brands work with the studio to bring content visions to life targeting social impact leaders. This is a fee-for-service creative production revenue stream.
5. Affiliate & Referral Commissions: The company operates affiliate/referral partnerships with recommended service providers (e.g., Givebutter CRM, Whiteboard branding agency, RKD Group, Sowen data strategy). The company discloses that it may receive commissions when referrals result in purchase decisions, which helps fund free content across platforms.
6. Acquisition by Givebutter: In October 2025, Givebutter (a nonprofit fundraising and CRM platform) acquired We Are For Good. The acquisition aimed to create a unified ecosystem combining fundraising technology with professional development and grassroots community collaboration for nonprofits.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

We Are For Good operates a media and community platform for the nonprofit and social impact sector. The company produces a top-ranked podcast network (700+ episodes, 750,000+ downloads, top 1% globally), a weekly email newsletter (The Weekly, 25,000+ subscribers), quarterly virtual and in-person ImpactUp gatherings, and a free global online community (web + iOS + Android app). It also operates We Are For Good Studios, which creates branded podcasts, limited series, and educational content for value-aligned partners.

Product overview

We Are For Good is a new media ecosystem and community platform for the social impact and nonprofit sector, centered around an 'Impact Uprising' movement. The core offerings include the We Are For Good Podcast (top-ranked nonprofit podcast with 700+ episodes and 750K+ downloads), The Weekly email newsletter (25K+ subscribers), ImpactUp quarterly gatherings, and the We Are For Good Community platform. Supporting products include We Are For Good Studios (original content creation), a Shop (branded merchandise), Content Library (membership resources), and specialized podcast series like 'Stories That Fill the Hope Gap' and 'How It's Built.' In October 2025, We Are For Good was acquired by Givebutter, a nonprofit fundraising and CRM platform, to create a unified ecosystem combining fundraising technology with professional development and community engagement.

Differentiator

Problem solved

Functional benefit

Brands

• ImpactUp: Quarterly virtual + in-person gathering uniting social impact leaders across the globe for conversations and convening curated around topics shifting the needle toward change.
• We Are For Good Studios

Products and services

• We Are For Good Podcast Network A top-ranked nonprofit podcast featuring interviews with social impact leaders, thought leaders, and changemakers discussing fundraising, marketing, mental health, community building, and ethical storytelling. Released 2x weekly with 700+ episodes and 750,000+ downloads, ranked in the top 1% of all podcasts internationally. Target audience: nonprofit leaders, fundraisers, and social impact professionals.
• The Weekly Newsletter A weekly email newsletter providing subscribers with fresh ideas, free tools, and community connection every Monday. Delivers a roundup of new content, podcast takeaways, and free resources to more than 25,000 subscribers. Target audience: nonprofit leaders, fundraisers, and social impact changemakers.
• ImpactUp Quarterly Event Series Quarterly virtual and in-person gatherings for social impact leaders, combining a virtual summit with local community meetups globally. Brands sponsor ImpactUp to connect with social impact leaders through logo placement, content integration, and community access. Target audience: nonprofit and social impact leaders; sponsors are value-aligned brands.
• We Are For Good Community Platform A free global online community platform for social impact leaders, changemakers, and nonprofit professionals, accessible via website and mobile app (iOS + Android). Provides an exclusive space for members to collaborate, share takeaways, access resources, and engage in ongoing peer support. Target audience: nonprofit leaders, fundraisers, and changemakers worldwide.
• We Are For Good Studios In-house content creation studio that produces original podcasts, limited series, immersive educational content, and branded content partnerships for value-aligned organizations. Branded podcast and content production services for external organizations seeking to reach social impact leaders. Target audience: brands and organizations wanting to create content for the social impact sector.
• We Are For Good Shop Direct-to-consumer e-commerce merchandise store selling branded apparel and accessories featuring Impact Uprising and We Are For Good branding, including t-shirts ($20-$25), sweatshirts/hoodies ($45), mugs ($20), hats ($20-$25), posters ($14-$20), totes ($24), and stickers ($5-$8). Target audience: community members, podcast listeners, and social impact supporters.
• Stories That Fill the Hope Gap (Limited Series) A 10-part limited podcast series featuring extraordinary changemakers who use story to cut through noise, build connection, shift culture, and move people to action. Topics include hip-hop therapy, Sesame Workshop storytelling, and digital platforms. Target audience: nonprofit leaders, storytellers, and social impact professionals.
• How It's Built (Sponsored Podcast Series) A sponsored podcast series exploring the intricate and often overlooked elements that go into crafting impactful change, featuring guests sharing operational strategies and playbooks for nonprofit success. Presented by Allegiance Group + Pursuant. Topics include digital ads, websites, technology, analytics, direct mail, and digital fundraising. Target audience: nonprofit operations, marketing, and fundraising professionals.
• Content Library A membership-based digital content library providing access to resources, tools, and educational materials for nonprofit professionals and social impact leaders. Target audience: nonprofit professionals and social impact changemakers seeking curated educational content.

Quantifiable outcome

• 25,000+ newsletter subscribers to The Weekly
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• GivebutterflagshipStrategic or Co-development PartnerGivebutter, a nonprofit fundraising and CRM platform, acquired We Are For Good in October 2025 to create a unified ecosystem combining fundraising technology with professional development and grassroots community collaboration. The acquisition aims to expand resources for nonprofits, integrate education with fundraising tools, and strengthen community connections globally. We Are For Good operates as part of the Givebutter family and references Givebutter's Terms of Use. Givebutter is also We Are For Good's recommended all-in-one CRM for nonprofits of all sizes.
• WhiteboardcoreGTM or Marketing PartnerWhiteboard is We Are For Good's recommended partner for purpose-driven branding and digital experiences. We Are For Good refers its community and audience to Whiteboard for branding and digital design services. Whiteboard is promoted on the We Are For Good Recs page as a value-aligned partner.
• RKD GroupcoreGTM or Marketing PartnerRKD Group is We Are For Good's recommended partner agency for fundraising and marketing services to the nonprofit sector. We Are For Good has collaborated with RKD Group on webinar series and content promotion. RKD Group has featured We Are For Good on its Thinkers Podcast and published press coverage. Also a sponsor for specific podcast series.
• SowenminorGTM or Marketing PartnerSowen is We Are For Good's recommended partner for data strategy and impact measurement. We Are For Good refers its community to Sowen for help in measuring organizational impact and data-driven decision-making. Promoted on the Recs page alongside Whiteboard and RKD Group.
• Allegiance Group + PursuantcoreGTM or Marketing PartnerAllegiance Group + Pursuant is the presenting sponsor of the 'How It's Built' podcast series produced by We Are For Good Studios. The partnership covers episodes on topics including digital ads, websites, technology, analytics, direct mail, and digital fundraising. Pursuant is a nonprofit marketing and fundraising agency. The company is promoted at the end of each How It's Built episode.
• ClassyminorGTM or Marketing PartnerClassy, a GoFundMe affiliate and nonprofit fundraising platform, co-sponsored a nonprofit webinar series with We Are For Good. The company also appears as a podcast guest on We Are For Good discussing topics like GivingTuesday strategies, Gen Z engagement, and year-end fundraising.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• The Chronicle of Philanthropy: The Chronicle of Philanthropy is the established trade news publication for the nonprofit sector, with newsletters, podcasts, and events covering fundraising, philanthropy, and nonprofit management. It targets the same nonprofit professional audience as We Are For Good and has covered WAFG in its editorial coverage, indicating audience overlap.
• Classy: Classy is a nonprofit fundraising and donor management platform (acquired by GoFundMe) that also produces content, webinars, and podcasts for nonprofit professionals and has been a co-marketing partner of WAFG. It competes for the same sponsorship budget pool and audience attention in the nonprofit space.
• Salesforce.org (Salesforce Nonprofit Cloud): Salesforce.org offers nonprofit CRM and program management plus content, events (Salesforce events), and an ecosystem for the social sector. It competes for sponsorship and partnership dollars in the same nonprofit ecosystem and has a much larger institutional backing than WAFG.
• Bloomerang: Bloomerang is a nonprofit CRM and donor management platform that also produces fundraising content, podcasts (e.g., Nonprofit Radiance), webinars, and an online community. It competes for sponsorship dollars and audience attention across the same nonprofit leader segment.
• Bonterra (formerly Network for Good / Software西洋): Bonterra is a large nonprofit software platform combining donor management, CRM, case management, and grantmaking solutions with content, webinars, and community resources for nonprofit professionals. It is comparable as an incumbent nonprofit technology player with an adjacent content/community offering.

Emerging players

• Mighty Networks: Mighty Networks powers paid and free online communities with branded apps, content, and events. While not nonprofit-focused, it is a comparable community platform model to We Are For Good's Impact Uprising community and is a potential competitor or partner for community-led media businesses.
• Substack: Substack is a creator-economy publishing platform for newsletters and podcasts with built-in community features. It is a comparable new-media ecosystem monetization model (free + paid subscriptions, sponsorship, community) and many nonprofit thought leaders use Substack in parallel to WAFG.

Direct peers

• Stanford Social Innovation Review: SSIR is a magazine, podcast, and conference series covering social innovation, philanthropy, and nonprofit leadership. It competes for the same nonprofit executive audience and offers a comparable podcast-plus-content-plus-events bundle, albeit with a research/academic positioning versus WAFG's practitioner/community positioning.
• Nonprofit Hub: Nonprofit Hub is a media, education, and resource hub for nonprofit professionals offering articles, courses, podcasts, and an online community. It is the most direct competitor to We Are For Good's blend of nonprofit-focused content, podcasting, and community for the same target audience of nonprofit leaders and fundraisers.

Others

• Responsive (formerly RKD Group / Responsive Group): Responsive Group is a fundraising and marketing agency for nonprofits that co-hosts summits (e.g., Responsive Nonprofit Summit, Nonprofit Marketing Summit) where WAFG's founders are regular speakers. It is a peer in the sense of serving the same nonprofit leader audience via content, events, and agency services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/weareforgood_
• YouTubeyoutube.com/@weareforgood/videos
• Facebookfacebook.com/weareforgood
• LinkedInlinkedin.com/company/weareforgood
• Instagraminstagram.com/weareforgood/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 We Are For Good