Good+Foundation (originally called Baby Buggy) was founded in May 2001 by Jessica Seinfeld after the birth of her first child.^[1] According to Seinfeld, "shortly after the birth of my daughter, Sascha, having slowly accumulated closets full of used – but very usable – baby clothing and equipment she no longer needed, I had a moral dilemma; as the daughter of a social worker, throwing out perfectly good baby gear was unthinkable; and yet there was no easy way to get it to a family who could use it. Thus, Baby Buggy was born."^[2]

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In April 2016, Baby Buggy renamed to GOOD+ Foundation (and eventually rebranded to Good+Foundation in June 2019) to better communicate its model: pairing donations of essential children's and family items with transformational programs. The combination of its goods and partner services is the idea behind the migration to Good+.^[3]

Good+Foundation grants donations of products and services to programs that have demonstrated a capacity to address family poverty in three focus areas: supporting new mothers, investing in early childhood and engaging fathers. Through the generous support of donors and volunteers, GOOD+ Foundation has donated over $50M worth of items through its partner network across the United States.

More than $6 million of Good+Foundation's annual budget is made up of in-kind product donations from individuals and corporations. Financial support for the organization comes through its board of directors, the Friends of GOOD+ NY and LA groups, other private individuals, corporations and foundations. Since 2014, 90 cents of every dollar received by Baby Buggy went straight to programs.^[4]

The organization has been rated 4 stars by Charity Navigator for six consecutive years and received national accreditation from the Better Business Bureau Wise Giving Alliance.