The Simple Good
The Simple Good is a Chicago-based 501(c)(3) non-profit delivering arts-based Social Emotional Learning and mindfulness programming to K-12 youth via in-school residencies, community workshops, and international Building Hope Project sites, funded through donations, merchandise, and events.
- Company typePrivate
- Founded2011
- HeadquartersChicago, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Simple Good does
The Simple Good is a Chicago-based 501(c)(3) non-profit that delivers arts-based Social Emotional Learning (SEL) and mindfulness programming to K-12 youth, primarily through in-school and after-school residencies in Chicago Public Schools and partner community organizations. Its core product is the Arts-Based SEL Program, which combines visual arts, trauma-informed mindfulness, and a crowd-sourced Global Photo Blog to teach students to identify and express the "simple good" within themselves and their communities. Supporting programs include TSG Visual Arts, the TSG Business Series (corporate workshops), the Building Hope Project (international expansion to Rwanda and Uganda), Student Art Showcases, and signature annual fundraisers Hunt for Good and City of Big Dreams.
The organization monetizes through three streams: tax-deductible donations processed via the Kindful platform (with recurring weekly through annual cadences and multiple campaign designations), direct merchandise sales through a Shopify storefront (apparel $20-$65, accessories, art prints, the TSG Mindfulness Journal, and limited-edition Chicago Bulls collaborations), and corporate event sponsorships for Hunt for Good and City of Big Dreams. The technology stack is standard off-the-shelf: Shopify for commerce, Kindful for donations, Webflow for content, with distribution via direct program delivery in schools and event-based sales. The organization holds no disclosed patents, APIs, or proprietary technology, and operates with a 1-10 employee team.
The Simple Good is founder-led by Priya Shah, with an ecosystem anchored by 500+ collaborating artists, partnerships with Chicago Public Schools, After School Matters, Youth Guidance, BUILD Chicago, DCASE, and major foundation funders including MacArthur Foundation, Polk Bros Foundation, Springboard Foundation, and The Genesis Inspiration Foundation. The Chicago Bulls serves as a multi-year GTM and merchandise partner. Geographic reach spans Chicago locally and globally across East Africa, London, and Croatia, with no disclosed revenue, funding rounds, or M&A activity in the source material.
The Simple Good firmographics
Firmographics- Name
- The Simple Good
- Legal name
- The Simple Good
- Website
- https://www.thesimplegood.org
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Simple Good is a Chicago-based 501(c)(3) non-profit delivering arts-based Social Emotional Learning and mindfulness programming to K-12 youth via in-school residencies, community workshops, and international Building Hope Project sites, funded through donations, merchandise, and events.
- Ownership category
- akta.pro rank
The Simple Good industry classification
Industry- Product category
- Youth Arts Education
- NAICS
- Child and Youth Services (62411), Educational Support Services (611710)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Social-Emotional Learning (SEL) Programs & Supports (EDAJAIAC)
- akta.pro secondary industry
- Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC)
Keywords
Where The Simple Good is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Simple Good business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Donations and Fundraising: Individual donations accepted through Kindful platform with various campaign designations (General, Hunt for Good, City of Big Dreams, Year End Giving). Recurring giving options available weekly, monthly, quarterly, and annually.
- Merchandise Sales: E-commerce sales of apparel (t-shirts, hoodies, long-sleeves), accessories (beanies, tote bags), and art products (throw pillows, prints). Limited edition collaborative merchandise with artists and Chicago Bulls. All proceeds support TSG youth art programs.
- Event Sponsorships: Corporate sponsorships for signature events like Hunt for Good and City of Big Dreams. Sponsors gain visibility while supporting youth mental health programs through arts-based SEL.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Donation | Pay-as-you-go | Donation campaigns available |
| Unit Pricing | Pay-as-you-go | TSG Quote Tees - $40 each |
| Unit Pricing | Pay-as-you-go | Chicago Bulls Collab Tees - $55-$65 |
| Unit Pricing | Pay-as-you-go | Hoodies and Long-Sleeves - $40-$65 |
| Unit Pricing | Pay-as-you-go | Accessories and Home Goods - $20-$30 |
| Hybrid | One time | $100 Donation Package |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
The Simple Good product offering
Product offeringCore offering
The Simple Good is a 501(c)(3) non-profit organization that delivers an Arts-Based Social Emotional Learning (SEL) Program combining art expression and mindfulness practices for K-12 youth in Chicago schools and communities. The trauma-informed program is delivered through in-school and after-school residencies, supported by a merchandise e-commerce shop, corporate workshops, international expansion (Building Hope Project in East Africa), and signature annual fundraising events (Hunt for Good, City of Big Dreams). All proceeds from merchandise sales, donations, and sponsorships directly fund the youth arts programs.
Product overview
The Simple Good operates as a single unified program centered on its Arts-Based Social Emotional Learning (SEL) Program, which combines art and mindfulness to empower youth ages K-12. The core TSG Visual Arts Program delivers in-school and after-school residencies that teach students to identify and express their meaning of 'good' through art. Supporting programs include the TSG Business Series (corporate workshops), the Building Hope Project (international expansion to East Africa), the Global Photo Blog (crowd-sourced curriculum), and annual events Hunt for Good and City of Big Dreams. The organization also operates a merchandise shop selling Quote Tees, apparel, accessories, and the TSG Mindfulness Journal, with all proceeds directly funding the youth programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Arts-Based Social Emotional Learning (SEL) Program The core program combining Social Emotional Learning and mindfulness practices through arts expression to empower young people. Provides in-school and after-school programming for grades K-12, meeting Illinois SEL Standards and College/Career Readiness Standards. Delivered through partnerships with schools and community organizations.
- TSG Visual Arts Program Trauma-sensitive arts program where students use art to explore 'good' within themselves, their communities, and connect it to the world to build resilience and spread positivity. Includes mural showcases, photography, and visual art creation.
- TSG Business Series Corporate workshops helping professionals create mindful and inclusive workplaces using SEL and mindfulness practices to build organizational cultures that boost employee morale and well-being.
- Building Hope Project Arts-based SEL Program expanded to East Africa, introducing healing through art to global educational environments in Rwanda and Uganda.
- Global Photo Blog Crowd-sourced curriculum inviting the world to share perspectives of 'good' through photography and storytelling, helping students develop empathy and global competency.
- Hunt for Good Annual summer city-wide art scavenger hunt fundraiser where teams compete to solve riddles, complete tasks, and discover works of art across Chicago neighborhoods.
- City of Big Dreams Annual multidisciplinary arts showcase fundraiser uniting poetry, music, dance, and visual art to celebrate the 'simple good' of Chicago.
- TSG Student Art Showcases Gallery-style events where students share their artwork and 'Simple Good' with the world, held both in-person and virtually, hosted at venues including Northwestern Pritzker School of Law.
- TSG Merchandise Shop E-commerce platform selling merchandise including Quote Tees featuring student artwork and statements, hoodies, accessories, and art prints. All proceeds support TSG programs.
- TSG Mindfulness Journal 5x7 inch mindfulness journal for reflection, gratitude, and everyday thoughts, serving as a companion for intention-setting and creativity.
- TSG Quote Tee Series Annual limited series of t-shirts featuring student messages of 'the simple good', selected through public vote to amplify youth voices. Student-inspired quote tees featuring youth artist statements on 'simple good' themes.
- TSG x Chicago Bulls Collaborative Tees Limited-edition collaborative merchandise with Chicago Bulls featuring local Chicago artists (Liz Flores, Kayla Mahaffey, Langston Allston, Lefty Out There).
Quantifiable outcome
- 7,200+ students impacted through art and mindfulness programs
- +6 more outcomes
Companies that use The Simple Good
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
The Simple Good technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Simple Good partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Chicago BullscoreMulti-year collaborative merchandise partnership producing limited edition t-shirts featuring local artists. Supports Hunt for Good fundraiser events with sponsorship and venue access. Products directly fund TSG youth art programs.
- Northwestern Pritzker School of LawcoreHosts annual TSG Student Art Showcase events, providing venue and support for youth participants to present their artwork. Supports student empowerment and community engagement.
- IngenuitycoreChicago arts education organization supporting TSG programs and student showcases.
- DCASE (Chicago Department of Cultural Affairs and Special Events)coreCity agency supporting arts programming and cultural events in Chicago, partnering on TSG initiatives.
- Youth GuidancecoreChicago nonprofit partner delivering youth programming alongside TSG arts-based SEL curriculum.
- After School MatterscoreChicago teen after-school program partner hosting TSG photography and arts programming for participants.
- BUILD ChicagocoreCommunity organization partner for youth development and arts programming in Chicago.
- Chicago Public Schools (CPS)corePrimary educational partner providing in-school and after-school program delivery sites across Chicago neighborhoods for K-12 students.
- University of ChicagominorAcademic institution partner supporting TSG initiatives and programs.
- Navy PierminorChicago cultural venue partner for events and community programming.
- Liz FlorescoreChicago-based artist collaborating on limited edition merchandise. Her work rooted in storytelling, womanhood, and community aligns with TSG's mission.
- Kayla MahaffeycoreNationally recognized Chicago artist creating artwork for TSG x Chicago Bulls collaborative t-shirts, featuring themes of imagination, determination, growth and resilience.
- Langston AllstoncoreChicago x New Orleans based artist creating mural artwork for TSG Hunt for Good merchandise. Inspired by his Bulls United Center mural.
- VietFiveminorChicago-based business founded by Tuan Huynh (ChicagoPeace) collaborating on limited t-shirt drop inspired by Logan M., a Hyde Park TSG student.
- The SilverroomminorChicago boutique partner for collaborative merchandise and block party event participation.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
The Simple Good competitors and assessment
Company assessmentDirect peers
- After School Matters: Chicago-based nonprofit providing after-school programming for teens, including arts and photography programs. Listed as an existing TSG partner and operates a directly comparable youth arts program model in the same Chicago market.
- Youth Guidance: Chicago nonprofit delivering school-based youth development and SEL/mindfulness programming. A direct program partner of TSG with overlapping school-based SEL delivery model and target population.
- BUILD Chicago: Chicago youth development nonprofit using arts, mentoring, and leadership programming in underserved neighborhoods. Listed TSG partner with highly comparable mission and target demographic.
- Ingenuity: Chicago arts education organization supporting student access to arts learning. Strategic TSG partner with overlapping Chicago arts-education mission and school-based delivery model.
- Mindful Schools: Nonprofit offering mindfulness and SEL programming to K-12 schools, including direct in-school residencies. Closely comparable product offering and target customer (school districts) with broader national reach.
- Groundswell NYC: NYC-based nonprofit combining public art and youth development for underserved teens. Comparable arts-based youth development model, though regional rather than directly competing in Chicago.
Broad incumbents
- Committee for Children: Large national nonprofit and publisher of Second Step, a widely adopted K-12 SEL curriculum. A scaled incumbent in the same SEL curriculum market TSG serves, with much broader geographic reach and proprietary curriculum IP.
Others
- CASEL: Collaborative for Academic, Social, and Emotional Learning, the field's leading SEL framework organization. Not a direct competitor but defines the standards and district procurement criteria that TSG's curriculum must align to.
- DCASE (Chicago Department of Cultural Affairs and Special Events): Chicago city agency funding and supporting community arts programming. Listed TSG partner and an ecosystem enabler rather than competitor, but a key stakeholder for any Chicago arts-based nonprofit.
Regional players
- ArtWorks (Cincinnati): Nonprofit creating community-based public art while employing and mentoring youth artists. Highly analogous arts-meets-youth-development model in a different Midwestern market; not a direct Chicago competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Simple Good social profiles
Digital presenceThe Simple Good financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Simple Good leadership team
Management profileNumber of profiles
Profiles1 record
The Simple Good funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Simple Good 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 The Simple Good
What does The Simple Good do?
The Simple Good is a 501(c)(3) non-profit organization that delivers an Arts-Based Social Emotional Learning (SEL) Program combining art expression and mindfulness practices for K-12 youth in Chicago schools and communities. The trauma-informed program is delivered through in-school and after-school residencies, supported by a merchandise e-commerce shop, corporate workshops, international expansion (Building Hope Project in East Africa), and signature annual fundraising events (Hunt for Good, City of Big Dreams). All proceeds from merchandise sales, donations, and sponsorships directly fund the youth arts programs.
Is The Simple Good a public or private company?
The Simple Good is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Simple Good founded?
The Simple Good was founded in 2011. It employs 1 to 10 people.
Where is The Simple Good based?
The Simple Good is headquartered in Chicago, United States, in the North America region.
How does The Simple Good make money?
Three revenue lines are on record. Donations and Fundraising is the primary driver. The others are merchandise Sales and event Sponsorships.
Who are The Simple Good's main competitors?
Direct peers on record are After School Matters, Youth Guidance, BUILD Chicago, Ingenuity, Mindful Schools and Groundswell NYC. Committee for Children is listed as a broad incumbent. Others are CASEL and DCASE (Chicago Department of Cultural Affairs and Special Events). ArtWorks (Cincinnati) is listed as a regional player.
Does The Simple Good have an API?
No public API is recorded for The Simple Good.
What industry is The Simple Good in?
The Simple Good's product category is Youth Arts Education. Its primary akta.pro industry code is EDAJAIAC, Social-Emotional Learning (SEL) Programs & Supports, with a secondary code of EDAMAIAC, Social-Emotional Learning (SEL) & Emotional Regulation Programs. Its NAICS code is 62411 and its SIC code is 8300.