In recent years, we have seen the emergence of a variety of new approaches in the social sector. New types of funders and philanthropists have increased the pressure for accountability and evidence-based social impact.

GOOD is the integrated media platform for people who want to live well and do good. It is a company and community for the people, businesses, and NGOs moving the world forward. Their  mission is to provide content, experiences, and utilities to serve this community. They currently produces a website, videos, live events, and a print magazine. Launched in September 2006, the company has garnered praise for its unique editorial perspective and fresh visual aesthetic and is quickly positioning itself as a significant new voice in our culture.

The website reaches over 2 million monthly unique visitors, their  magazine reaches two hundred thousand readers, their videos reach millions and live events had over 20,000 attendees in the last year.

Backed by Bernie Goldhirsh's magazine publishing fortune, Good is itself a philanthropic agent: The full $20 subscription fee goes to one of a group of causes the subscriber can choose from, including stalwarts such as Unicef and newer initiatives such as Creative Commons, which collects and distributes free on-line licenses of arts content for file sharing and remixing.

Goldhirsh is particularly interested in what he sees as a new business model for doing good that bucks the non-profit, granola, tree-hugging stereotypes -- the idea of “doing well by doing good.” He also loves to repeat a quote by eBay founder Pierre Omidyar about corporate giants “giving back.” “He asks, ‘What were they doing the whole time -- taking?’ I think there’s a way to do both. The market starts to account a value for good -- especially at a time when maybe there’s a lack of confidence in the pen of government setting things in a certain direction. You’ve got to hope the market can do it.”