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Good Plus Foundation Inc

Annual Giving
$13.1M
Grant Range
$0K - $0.0M

Quick Stats

  • Annual Giving: $12.8 million in goods (2024) + $325,800 in cash grants (2024)
  • Success Rate: Not applicable (invitation-only partnerships)
  • Decision Time: Not applicable (no public application process)
  • Grant Range: Average $250 for Family Cash Grants; goods/product donations vary
  • Geographic Focus: National, with primary operations in New York City and Los Angeles
  • Partner Network: 126 anti-poverty programs nationwide

Contact Details

NYC Headquarters
306 West 37th Street, 8th Floor
New York, NY 10018
Phone: (212) 736-1777

LA Community Center
4403 West Jefferson Blvd.
Los Angeles, CA 90016
Phone: (310) 439-5463

Website: goodplusfoundation.org
Email: Contact through website form
Federal EIN: 31-1777082

Note: Good+Foundation does not provide direct goods or services to individuals. For immediate support, they recommend calling 311 (NYC) or 211 (LA).

Overview

Founded in 2001 by Jessica Seinfeld, Good+Foundation (formerly Baby Buggy) is a leading national non-profit working to dismantle multi-generational poverty by pairing tangible goods with innovative services for under-resourced fathers, mothers, and caregivers. The organization has donated over $112 million in essential goods to anti-poverty programs since its founding. In 2024, Good+Foundation distributed $12.8 million in essential family care goods and $325,800 in Family Cash Grants, serving nearly 100,000 families nationwide. With 89 cents of every dollar going directly into programs, Good+Foundation has earned 11 consecutive 4-star Charity Navigator ratings. The organization expanded grant support to Houston in 2024 and started a pilot program in Ohio. Good+Foundation has provided over 10.5 million hours of training to 25,817 social workers and client service professionals, with a particular focus on engaging fathers and addressing implicit biases in family services.

Funding Priorities

Grant Programs

1. Goods Distribution Grants Good+Foundation provides essential goods (cribs, car seats, diapers, strollers, clothing, toys, etc.) to a vetted network of approximately 126 anti-poverty partner programs nationwide. In 2023, the organization received a record $16.4 million in product donations and met 97.71% of gear requests from partner organizations. Since beginning to serve fatherhood programs in 2010, Good+Foundation has donated over 20 million items.

2. Family Cash Grants Launched in 2020, this program provides direct, unrestricted cash grants averaging $250 to families enrolled in partner programs. Grants have distributed nearly $1.5 million total since inception. In 2023, $300,200 was distributed to 1,501 families. In 2024, over 1,500 families received support. Families use these funds for groceries, rent, utilities, medical costs, holiday expenses, and essential baby and children's items.

3. Training and Capacity Building Good+Foundation provides training to social workers at partner organizations. In partnership with LA County Department of Children and Family Services (DCFS) since 2019, Good+ trains incoming social workers twice monthly on addressing implicit biases and engaging fathers positively.

Priority Areas

  • Father Engagement: Core focus on engaging fathers in anti-poverty programs. External evaluation found 93% of fathers receiving donations reported improved relationships with their children, and 82% reported improved relationships with their children's mothers and/or other relatives.
  • Supporting New Mothers: Programs that support maternal health and early parenting
  • Early Childhood Development: Focus on children's developmental needs and family stability
  • Multi-Generational Poverty: Breaking cycles of poverty through comprehensive family support
  • Partner Program Participation: Goods and cash grants serve as incentives for parents to enroll and stay engaged in programs offering counseling, employment assistance, co-parenting classes, financial literacy, health services, anger management, healthy relationships, and trauma mitigation

What They Don't Fund

  • Direct services to individuals (families must be enrolled in partner programs)
  • Organizations outside their vetted partner network
  • Single beneficiary organizations
  • Programs that do not track fatherhood metrics (required for NY/LA network partners)

Governance and Leadership

Jessica Seinfeld - Founder and Board Chair
Author and cookbook writer who founded the organization in 2001 after the birth of her first child. Seinfeld emphasizes how father inclusion leads to improved outcomes for children and advocates for more father-friendly public policy. Quote: "Every time we give a box of diapers, it's just met with too much gratitude because it's been so hard for these families and that is why we keep going."

Anthony Tassi - Chief Executive Officer (appointed November 2025)
Brings over 20 years of leadership experience in nonprofit and government sectors. Previously served as CEO of Literacy Partners, leading strategic transformation and creating Emmy Award-winning television shows with Univision that reached 9 million viewers, expanding parent education programs to six states and Puerto Rico. Also served as Health Policy Advisor and founding Executive Director of Adult Education in the Office of NYC Mayor Mike Bloomberg, where he led a strategic planning process that resulted in a $49 million funding increase over 4 years. Jessica Seinfeld praised his "extraordinary track record expanding parent education programs nationwide" and noted he "brings both heart and experience to this role."

Board Members Include:

  • Kara Moore - Director
  • Leslie Simmons Brille - Director
  • Mary Kitchen - Director
  • Michael Nissan - Director
  • Nelle Miller - Director
  • Sarah Michelle Gellar - Actress + Partner, FoodStirs
  • Stacey Bendet Eisner - Founder & CEO, alice + olivia
  • Veronica Swanson Beard - Co-Founder, Veronica Beard and Board Member, Tsunami Foundation

Senior Staff:

  • Alan-Michael Graves, Ed.D. - Senior Director of Learning & Capacity Building

Application Process & Timeline

How to Apply

Good+Foundation does not have a public application process. The organization works with a "vetted network" of approximately 126 partner anti-poverty programs in New York City, Los Angeles, and expanding to Houston and Ohio. Partner organizations are selected through an internal vetting process, and all partners in the NY/LA networks are required to track fatherhood metrics.

Grants are distributed through two mechanisms:

  1. Goods Distribution: Partner organizations request essential goods for their enrolled families, which Good+Foundation provides based on available inventory
  2. Family Cash Grants: Distributed to families enrolled in partner programs (families cannot apply directly)

Organizations interested in exploring partnership opportunities should contact Good+Foundation directly through their website contact form or by calling their main offices.

Decision Timeline

Not applicable - no public application process.

Success Rates

Not applicable - partnerships are by invitation/vetting only.

Reapplication Policy

Not applicable - no public application process.

Application Success Factors

Since Good+Foundation does not accept unsolicited applications, success in securing partnership is based on:

Demonstrated Capacity: Good+Foundation partners with programs that have demonstrated a capacity to address family poverty in their three focus areas (supporting new mothers, investing in early childhood, engaging fathers).

Fatherhood Metrics Tracking: Partner organizations, particularly those in the NY/LA networks, must track fatherhood metrics and engagement outcomes.

Program Quality and Alignment: Partner programs must offer evidence-based services such as counseling, employment assistance, co-parenting classes, financial literacy training, health services, or other anti-poverty interventions that align with Good+Foundation's mission.

External Evaluation Results: The organization uses data to demonstrate impact. An external evaluation found that 97% of fathers said donations made them want to stay enrolled in partner programs, demonstrating the effectiveness of the incentive-based model.

Geographic Considerations: Primary partner networks are concentrated in New York City and Los Angeles, with expansion to Houston and Ohio.

Training Participation: Good+Foundation provides extensive training to partner staff (over 10.5 million hours delivered to 25,817 professionals), suggesting partners must be willing to participate in capacity-building initiatives, particularly around implicit bias and father engagement.

Key Takeaways for Grant Writers

  • No Public Application: Good+Foundation does not accept unsolicited grant applications. They work exclusively with a pre-selected, vetted network of partner organizations.
  • Father Engagement is Central: The organization's defining characteristic is its focus on father engagement and family-centered approaches. Programs that do not emphasize father involvement are not aligned with their mission.
  • Incentive-Based Model: Goods and cash grants serve as incentives for program participation. Partners must offer substantive services (job training, counseling, co-parenting classes, etc.) that families engage with to receive material support.
  • Metrics Matter: Partners must track outcomes, particularly related to fatherhood engagement and family relationships. The number of partners has declined following mandates to track fatherhood metrics, indicating this is a serious requirement.
  • Long-Term Partnerships: With only 126 partners nationwide and a vetted network approach, Good+Foundation appears to invest deeply in long-term relationships rather than making one-time grants to many organizations.
  • Geographic Limitations: Primary operations are in NYC and LA, with recent expansion to Houston and Ohio. Organizations outside these areas may have limited opportunities.
  • Contact Directly: Organizations interested in partnership should reach out directly through the website or by phone to explore possibilities, as there is no formal application to complete.

References

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