How to Know When it is Time to Change Careers & Turn Your Passion into Purpose with Baby2Baby Co-CEOs

27:05A lawyer and a model, not a lot of pallets. And then they're like, do you guys have forklifts? I'm like, of course we have forklifts. Yes. And I'm like, where do you rent a forklift? And we're trying to figure it out. And we're like, sure, no problem, no problem. And then the truck shows up. The biggest truck we've ever seen. And we were wearing these shoes. With your heels in case they're listening. And we got on the truck and our intern popped on too. And a very nice driver. And we learned quickly what it meant that they were on pallets, which made them difficult. We were there with the X-Acto knives, getting the plastic off and the crates open and trying to unload them ourselves.

27:48with the truck driver and the intern, the four of us. But we did it. Yeah. And we filled our small storefront space and spilled out a little bit. And the moral of the story is, well, there are two morals of the story, but we gave them out in one day. So we called, this is 100 ,000 diapers. It's a lot of diapers. And we called contacts at homeless shelters, some schools, some local hospitals, and said, we have diapers for free to give out. would you like to come get them? And it was astonishing to see. They were truly, we say they were truly like gold that people were picking up and how, what it meant to people and the relief that it was showing.

28:32Again, this was not, you know, we don't serve individuals directly because it's in general, because it's, has been more efficient for us to scale, to give to other organizations that can give them out to their clients and fill the whole shelter or school or know who's in the most need, which is important to us, but they went out the door in one day. Now, we can talk later that that was 100 ,000 diapers. Now to date, we've given out 200 million, but at that time, it was so many, and I think it taught us probably our two most important lessons. One, diaper need was enormous and not going anywhere.

29:09And two, the power of these celebrity endorsements and sponsorships. So just from two women getting behind us, a company wanted to give us that. And we have created that into a playbook where with dozens and dozens and dozens of amazing women, actresses, celebrities, entrepreneurs, CEOs, we've been able to take advantage of their platforms. And that has what has catapulted us to be able to give away hundreds of millions of items. Yeah, absolutely. What a first week at the job. That's pretty intense. And I can totally resonate with that. I remember I was 16 years old and I used to work at a grocery store.

29:52And I remember unloading my first ever truck of pallets of water. And I had one of those manual forklifts. I was the checkout girl. Right, yeah, yeah. They wouldn't let me do that. And so they were like, you're 16. And literally, I remember putting this manual forklift in, putting it in a pallet, and then pulling it out. And it was one of the heaviest, most arduous tasks ever. And now that I've been to your warehouse and seen just how many, not only diapers you have, but supplies you have, and just the scale at which you're dealing with this. I wanted to read out, you know, I was looking at some of these statistics because I just want people to understand the problem statement or the level of challenge.

30:34This just blew my mind and I want to share it because, yeah, it's super important. Listen to this, everyone. So Kelly already said this one. One in two families struggle in the U.S. to have four diapers for their children. I would never think of that. diapers cost$80 to$100 per month per baby. And the average low-income family pays nearly$1 ,000 a year for diapers. This part, I think, was... Wait, just to interrupt. Please feel free. Those numbers are all true, but getting worse. So with inflation, we're finding that the families we serve are saying the prices are 30 % up from that in the last few years.

31:12So the problem is getting worse. And then this one, Diapers are the fourth highest household expense after rent, food, and utilities for families with diaper need. Child care centers often require six to eight diapers per day for children to enroll and attend daily. That's the one we want people to know about. Yeah, we talk about diapers perpetuating the cycle of poverty. So if you don't have six to eight diapers to drop your child off at daycare, you can't go to work and you can't go to a job interview. So they're stopping. it's really like a block for women and parents being able to go to work so if you don't have the money to afford diapers and you can't drop your child off at daycare how can you go to work so it's really this symbol of poverty that's how we look at diapers yeah let's yeah let's talk about that a little bit more because that's what i meant earlier when i was talking about how like diapers is almost like the the central point of all these other issues that the work actually affects right So poverty is one of them.

32:10That's a core one. What are the others that you feel are massively affected? Well, we know that when we give families diapers, that they're paying their rent, putting food on the table and keeping their lights on. And as you already said, by reading off all our favorite stats, that that is something that a diaper is stopping people, you know, from doing anything. It's really you can't leave your house if you don't have diapers. Families are using newspapers or towels as substitutes. So if you don't have a diaper, how can you go and take your baby to the grocery store to even buy food for your other children?

32:44It's just diapers are this symbol of poverty to us. That's why every day diaper need is the number one thing we're focused on. Yeah, absolutely. I mean, I'm going to go on because to me, these were just these were huge. These were some amazing stats about the incredible work you've done around it. So in 2021, Baby2Baby developed your own diaper manufacturing system, producing diapers at 80 % less than the retail cost in order to help meet the exponentially increasing demand. Walk me through that direction because now that's like you're going from having 100 ,000 diapers sent to you to then figuring out that it's too expensive.

33:22Well, we've been getting diapers donated from companies like Huggies, for example, with the Jessica and Nicole event and the story Nora just told. but also you know corporate partners have been a huge part of baby to baby's growth using jessica as another example with honest company they donated 10 million items to us a lot of those being diapers but diapers are just the number one thing we're you know trying to get and we're doing it in every which way so we're trying to get corporate sponsors to donate to us then we've gone to sacramento to testify to have the sales tax removed from diapers that was something we were able to do.

34:02Then we did a goop campaign with Gwyneth Paltrow, where we launched a fake luxury diaper that was intended to make people angry. And it was a spoof. And Gwyneth was like, I'll take the heat for this. And she launched a diaper and it had, you know, diamonds and fur and it was made of like alpaca fur. And it was$120 for a pack of 10. But it was meant to show that$120 is what you need to diaper your baby for a month. And once she did the grand reveal, it was like, yeah, this is meant to piss you off because diapers are taxed like a luxury item. How insane is that? And what can we do about it? So then you were able to go onto Goop and Baby2Baby's shared platform and reach out to your state senator and say like, this is ridiculous.

34:52How can we still tax diapers like a luxury item? And since we did that, seven states followed suit. There are still 26 states left the tax diapers, but we're still working on that. That's, you know, more to come on that. But manufacturing the diapers was something we started because we were able to buy diapers for cost from our manufacturer. So they were giving us low cost diapers. But at some point, the manufacturer who we were working with understood our mission, knew what we did. And we talked to them about like, okay, what if we stripped off the cartoons and made these diapers plain and white, and we just use one color for the packaging, how low would you make them for us?

35:32How, you know, what could we get the cost down to? So 80 % less than retail is how much we're making them for now. They're baby-to-baby diapers. They're plain white, but they work just as well as any. And we've been able to distribute 200 million diapers because of this relationship and because of manufacturing. So it was something innovative we came up with during COVID because the need was so great. but it's really been able to, you know, stretch our donor dollar so much further and been able to diaper a lot more babies. I think we had really kind of hit rock bottom with the desperation for diapers during COVID.

36:07So it was already, I mean, we're saying it's one out of two families in the United States. It's just an impossible statistic to digest. but it was seeing and hearing one by one the alternatives that the families were taking, like using a newspaper to diaper their child, like using a towel, like taking a diaper off a baby, cleaning it, hanging it to dry and putting it back on their baby. And there was a point during COVID where the diapers were also off the shelves. If you can remember, most people were talking about the toilet paper shortage, but diapers were right there with them. And it was just so upsetting to everyone at Baby2Baby that our team really made this, really had this idea to say, we have to do something about this.

37:02Our need had gone up 500 % just at Baby2Baby alone in the weeks when COVID started. And so So that was when we kind of in desperation went to these manufacturing partners and said, we know we're doing a lot. It's not enough. And we talked about scratching surfaces earlier. You know, we're even now, we're proud that we've given out 200 million diapers. It's more than any organization like ours in the country. But it's not enough. We have this year alone, just from the families we serve, we have requests for 1.5 billion diapers. So we just had to do more and it was manufacturing and the manufacturing system that allowed us to really take the leap because now when we get donations, we know they can go so much further.

37:49So we're making packs. Families in our program are buying packs for an average of$20. We're making packs for$350 and of course not charging them and donating them. And it's something that manufacturing is allowing us to move the needle. still scratch the surface but move the needle absolutely no definitely moving the needle and i mean i'm blown away because it's like it's incredible marketing mixed with incredible systems incredible management like you know the campaign that you were just mentioning with gwyneth and goop like that is like something out of like a movie like to be able to pull something like that off and to actually think about it in that innovative way and to then build a system that's manufacturing your own diapers because you see the value of cost i mean you're operating like an incredibly innovative fast forward fast forward thinking company and you're applying it all to doing good in the world like has that always has this strategic marketing brain always been between you two like how have you you know how have you been able to think about changing the world in this way because i think that like you said i think change can often feel boring it can feel like slow.

38:59It can feel like it has to be done in a certain way, but you are willing to like push boundaries and maybe some people get upset in the beginning to get them to make a point. Like that's a really original, unique way of thinking about change. I think we're not scared to push boundaries. And I think both of us, you know, people say to us all the time, like, oh, did you ever think baby to baby would be this big? And we say, yes, we did. We did. Because we saw the need, we saw, you know, what we needed to do, and we went for it. And we do that every day. And so being innovative and coming up with fun, you know, exciting marketing things or whatever we're doing, I think bringing the community together and collaborating with whether it's celebrity or corporate partners is something that we love doing and that we will continue to do.

39:47And we've done it in so many ways. Like this year, you know, we talk about all the time, we partnered with the White House and HHS in 2023 last year, and we launched a pilot program that was creating maternal and newborn supply kits. And we did it for the three states with the highest maternal mortality rates and the highest child poverty rates. And so it was a pilot program for these three states, Arkansas, New Mexico, and Louisiana. And in partnership with the White House and HHS and the vice president came to Baby to Baby to launch it with us. This year, we're now able to go to 10 states with Huggies, back to Huggies, Huggies came back in, and their partnership with a multi-million dollar pledge, we're now going to take it to 10 states.

40:36So that pilot program, you know, it's public private partnerships, it's corporate partners, it's using, you know, celebrity like we did from day one, we just had Olivia Wilde, Kelly Rowland and Sierra came to help spread the word that we're, you know, now in 10 states, and we're bringing this pilot program to 10 states this year. And just being able to do things like that, I think definitely keeps our days exciting and, you know, makes it interesting and innovative. And I think nonprofit can be. So I think we're trying to like, make that part of nonprofit. It doesn't have to be boring. It doesn't have to be status quo, you know?

41:15And I think everyone won in that example that Kelly just gave about our maternal mortality initiative in that the celebrity ambassadors who are so amazing, the three women that came to get attention for the program, they care deeply about maternal mortality. Obviously, your audience is familiar with how in the United States, the maternal mortality rates are worse than they were 20 years ago, and that Black women are dying at three times or four times, up to four times the rate of other women. And I think everyone wants to come up with a solution, I hope. And so in that example, it really was a real public-private partnership with, again, we had the White House and the Department of Health and Human Services on that end, needing to give it legitimacy and the platform that they bring to the table.

42:12Huggies was such an important partner on the corporate end, because these programs need money and they need supplies. And so they had the diapers, they had the breastfeeding supplies, and they were able to donate those. Women like Olivia Wilde and Sierra and Kelly Rowland, they care deeply about maternal mortality and wanted to use their platforms, use their enormous social media numbers and bring attention to a problem and show that they were coming up with a solution. Baby2Baby has this incredible team that is there to have worked for 13 years to identify which states and which organizations in which states have the most vulnerable mothers so we could get to the right hospitals, these items that they so desperately need.

42:54So I think it's really attacking. I think one of the things that Kelly and I really love about it is attacking these problems from multiple angles. And so, yes, we bring in the, like, we understand and can explain to people why we need the help of the corporation, what the government can do to help, what part the celebrity or ambassador can play. And I think they all appreciate that. And again, it's led to this great program. Yeah, what I'm hearing is like a very deep understanding of the problem is what's allowing you to engage with all these stakeholders. Like the reason you're able to get the government involved or get corporations involved or get celebrities involved is because you deeply understand the intricacies of the challenge.

43:36And I think often when we want to do good in the world or when we're trying to do good in the world, we're hoping that that good intention is enough. or we're hoping that that passion is enough and actually deeply understanding the challenge and the stresses that people are experiencing, the problems people go through on a daily basis is at the heart of that. And one of my favorite thoughts is from Martin Luther King, where he said that people who love peace need to learn to organize themselves as well as those who love war. And I love that statement because I often feel that those of us who want peace in the world or goodness in the world can be kind of a bit woo-woo about it or we can be a bit like you know peace and love and it can be kind of like this really nice idea or nice ideal but it doesn't have systems organization strategy and it seems like you've both been able to take your passion and intention and bring that in so wonderfully which is such an incredible example for so many not-for-profits thank you and i think we really don't differentiate between non-profit and for-profit it in that way.

44:42And so that's, that's something that we care about reminding people that again, the, the, the work is different, but the way that you run a company in our minds should be the same. And that's kind of who we model ourselves after. Unfortunately, I, I, we have seen a lot of well intentioned people not give back in the right way. So to your point, I think in disaster relief in particular is an area I know we talked about on your tour. And we see a lot of people trying to be helpful in disasters and doing it in an actively unhelpful way. And that is the place that I think the most we've watched people and it's hard to watch.

45:21And we're trying to kind of correct people's behaviors in how they react to disasters because the public, I think, and I'm sure your listeners care deeply about disasters. And by disasters, I'm mainly talking about natural disasters. So hurricanes, fires, floods, mudslides, people feel so helpless in those moments. I think people watch them on the news, they get so much attention, they see horrible things happening, and they don't know how to help. And what we've done a baby to baby is try to very specifically help children and help families in those instances, because a lot of great organizations are helping.

46:00They're typically focused on adults, and we focus on children. But in terms of people helping in sometimes a misguided way, we often go to the spots where the disasters are occurring and we'll watch people and they show up with bags of used clothing and used coloring books or

46:28unsized things or half opened games and toys and things. Again, I think that people care so deeply and they're wonderful and they're seeing a child on the news and thinking, I need to go, I want to go give that child my blanket or this game or a toothbrush. But what we've learned is that you have to listen and understand what these families need. And tied for as important as that is what the organization who's helping them needs. Because in a disaster, everyone is spread thin. Often the people who are helping in a disaster, their own families are suffering from that same hurricane or fire or flood.

47:06And the organizations are often small. They're not always large scale organizations. Often they're small volunteer-based groups that are trying to do their best to give out supplies. So when you inundate them with things that they don't need at that time, They don't have room. They don't have the man or woman power to accept the items. People fly planes into places without having the right destination. And so we talked to partners who are on the ground saying these donations are blocking the roads. So they're not just not helpful. They are actively unhelpful. They are blocking our roads. We are trying to find missing people.

47:48We are trying to get emergency services out and people are in their very, very well-intentioned ways really hurting the system. So what we have learned organizationally is to listen so carefully and not just understand you need blankets, you need diapers. What size diapers do you need? How many do you need? Because if your space can only accommodate three pallets, you cannot send them six in the middle of a disaster. You have to send them three at a time. And I think for people listening, you have to listen to organizations you trust in how to help. It might be money. It might be the most helpful thing would be to send$10 to an organization.

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49:57Absolutely. Yeah, no. And it's so, again, it's such a alien space when you're not on the ground or you're not aware. Like it's just something you would never know about. like when do you ever learn about what's needed in a disaster or how you're trying to help in a well-intentioned way whether it helps or it doesn't or or gets in the way so i really appreciate that kind of spotlight on that topic which which you wouldn't come across at all walk me through like you've like you said and you're both modest and humble beings and so there's the feeling of like there's more to do and i think there's a honest side of you that sees that as well and that there's just obviously so much more work to do but walk us through some of the resistance that came early on like building something this big or some of the challenges or pitfalls that you both had days where you woke up wanting to make the biggest change but things weren't going in your favor because i think again whenever and this is why i love podcasts it's whenever we hear about something we always hear about how amazing it is and the glory of it and you don't really get to see like how much hard work goes into it every single day and the times when it isn't the big celebrity turning up to the you know front door and it's not always like that and yes you've had amazing support and i'll we'll talk about that in a second but that's not you know as we were talking about earlier that's not 364 days a year there's all of this time where there's real work happening and i'm sure in the and i'm sure getting a sales tax changed is like a arduous process with so many you know i'm guessing and i could be completely wrong but i'm guessing there's like multiple steps to even get one state to accept that, let alone the numbers you have.

51:33Walk me through some of the key challenges you've seen in trying to build an innovative, fast growing, impactful nonprofit. We talk about this a lot. We have yes days and we have no days. Okay, what is it? Yeah, tell me about this. So yes day is if everything's going right, and we're asking this celebrity to host this event for this, you know, corporation, and we're going to get a donation of 5 million diapers and 5 million wipes and everything's going great and they say yes and then you're reaching out to a donor and saying oh you know we need a grant for formula the formula shortage is still continuing and we are trying to provide like you know a million more bottles across the country because another plant is shutting down or we're asking for a sponsor for our holiday event so we can take over Dodger Stadium again this year or back to school so we can take over Madison Square Garden and bring kids to like have the most spectacular day of their lives and kids that never get to do those things.

52:34So we're asking all day long for things. And some days there's yes days and we get yeses. And then a lot of days there's no days. So we've we got this advice very early on that if you're having a yes day, keep asking. So we keep asking, we keep going. And then when we're having a no day, we're like, Oh, it feels like a no day. And we'll give like some of our team members like no day, everyone stop asking for things. But you know, we are not afraid to ask. And I think we learned this very early on, because we're not asking for ourselves, we're asking for children who don't have diapers, who don't have clothing, who don't have food, families who are struggling to afford these basic things.

53:12So never are we afraid to ask. And even if we do get no's, which we do all the time. It may, from afar, appear, oh, baby to baby is so successful. Sure, it looks that way. We have lots of texts and email chains where we've written to the person like 15 times and it's all blue or green. All blanks. No, we're not hearing back. No answers. Yeah, we're used to that. It doesn't matter because we're not asking for ourselves. We're asking for, you know, children who are struggling to afford these basic things. So it never phases us. Two examples of some challenges. One is we did not get the sales tax repealed on our first try.

53:50In fact, we got very directly rejected on our first few times going to Sacramento, trying to get California to repeal the sales tax on California. We just got big no's and we were sent home and packing. But we went back. And again, I think we really don't take these things personally. I think we feel the two of us, that is another thing we share. We feel so strongly that our mission, about our mission and what it is and what we're doing that it's like, well, you lost the opportunity. That's a mistake on your part to the state. So we just kept going back. On the third try, we brought Julie Bowen with us, which was helpful.

54:37Again, we always learn sometimes an ambassador is what closes the deal. Governor Newsom was extremely helpful to us. And it was a third time as a charm example, but we were shut down. And if we hadn't gone back a number of times, and of course, you're correct, that is not what we post about and talk about the two the times that we got back on the Southwest flight from Sacramento with a big thumbs down posting about the nose. But it, you know, it worked. And then and so that was a good story. I think one of the hardest decisions we've had to to make is that at the beginning of Baby to Baby, we would allow people to drop off or send us and mail in gently used items, clothing, toys, cribs, car seats, you name it.

55:29And it was a beautiful thing because it's really where the name Baby to Baby comes from is the idea of giving another child, something that you have used, and now this other child can grow from that is wonderful. And we hope that smaller organizations continue to do that, whether it's an organization or a religious institution or a women's shelter, it's wonderful when people can do it. What we found was in order to scale baby to baby, that could not be the core of our mission. Because getting tons of pounds of people's gently used stuff, as noble as it sounds, was not working for us. It was expensive to go through because it's so important to us that everything we give out is something that is in pristine and perfect condition to these children who deserve things to be in pristine and perfect condition.

56:27And so we had to have someone touch every single item of clothing and see that a onesie had spit up on it see that a puzzle that was 300 pieces had 300 pieces and not 258 because no child wants to do a puzzle with 258 pieces it doesn't matter who you are and there were expired things there were things that weren't for children and people again I think they were well-intentioned people but they dropped in their adults what are some things that we got we got some knives You can imagine knife sets, bras, all sorts of things. And only about one third of what was donated when we were accepting gently used items.

57:09At best. One third was usable. Wow. So that's expensive and time consuming and not helpful. So we have the lion's share of what we do now is all corporate donations. We gave out$63 million of goods last year. uh we still we don't want to scare people off with those numbers because one a donation of four cans of formula is amazing for us there is truly no donation too big or too small because four cans of formula is many bottles for many babies who need it so deeply so we love small and big donations but that but we take new and corporate and palletized donations because it's It's the way we're able to give out 450 million items.

58:00But that was a very hard turning point. And when you're talking about lessons and challenges, I think it was upsetting to a lot of people because I think people really love the idea of passing things forward. And again, we love it too, which is why we adopted it in the beginning. But it proved to be not effective for scaling. And so that was a hard decision to have to make. Yeah, what I'm hearing is just this idea that, you know, these things are beautiful and they are wonderful. And when we can share what we have and something that's been used in advance and if it helps a community center or someone in our locale or a family member or something that's recycled is beautiful.

58:38But when you're trying to scale across a country, it's and and also disasters as well. That isn't necessarily the most effective way. And I feel that that's again, going back to this idea, no wonder Time 100 named you one of the most innovative companies like that lesson of being able to adapt and be flexible and learn and grow and say, OK, well, we actually believe in this, but it doesn't actually work. Yeah, it's very hard to say. Yeah, I can't imagine what that feels like because you're like, wait a minute, this obviously makes sense to us and it makes sense to me. listening to you both but then like oh i get why that isn't the idea that takes off and that isn't the idea that works in practice i mean that thinking that thought process goes back to being a fast thinking company this these challenges though they they haven't like it feels like you both have just got more passionate more driven right through them yeah yeah it feels like that like i mean like you know i'm talking to you both today and i don't feel any dwindling of enthusiasm People ask us that all the time too.

59:39They're like, oh, so are you guys bored? I don't feel it at all. No, we're like, no. We're reaching 1 million children across the country. There are 10 million more children in poverty that we're not yet reaching. We talked about we've distributed 200 million diapers. We need 1.5 billion, and that's just to cover the kids we're serving now, the 1 million children. So we have so much further to go, and I don't think either of us are stopping or done any time. And we have fun things happen. I mean, we do have, we are, we've built Baby to Baby to a place, and we're so lucky about this with these amazing ambassadors, where we also, we work, our team is the hardest working team on the planet.

1:00:20But we also get some great incoming calls. I mean, we get calls to say that someone, I'm thanking Julie Bowen again, but that Julie Bowen played on a, who wants to be a millionaire? Who wants to be a millionaire? And won$500 ,000. And where should she send the check? We have Kim Kardashian raising her hand at our gala to give us, she's given us over$2 million. And then we'll say for our Mother's Day event, can she donate skims and the makeup products so that moms feel as good as they should at Mother's Day? We have Chrissy Teigen just, you know, designed a wagon for us. And it was for hundreds of thousands of dollars from a company.

1:01:01Or we have all these like ambassadors all day long that are doing these amazing partnerships. Molly Sims just did a Air One smoothie to benefit baby to baby. Just like all day long, we have these exciting things. And some of them are just incoming. And some of them were reaching out to people. Jenna Dewan, nine months pregnant, just hosted our Mother's Day event and was the ambassador. and Aquaphor gave us an amazing donation of product and money. And so just on and on, we had these amazing people supporting us and showing up for us. And these ideas, like the Gwyneth story, I mean, Gwyneth gets all the credit for that campaign.

1:01:39So people are coming to us. I think once we were saying how we had Sierra at the headquarters the other day and she was helping us amplify this maternal mortality project. The next day, she called us that she had just talked to a sponsor and she wanted to see if they could help donate items for these kits in the future. She also wanted to tell us that she and Russell Wilson, her husband, wrote a children's book. Could she donate thousands of books to put into the bag? So I think when we're, the more we educate all of these women about what Baby2Baby's doing, they then they bring us these amazing opportunities because they they want to help and I think other people that haven't that don't have careers in giving back they have extremely busy lives but they want to give back they love the idea so if we can give them a tangible way to give back and not spend a lot of time and use their platforms and use their connections they're excited to help and do that.

1:02:43I think Kamala Harris, I think, you know, we're so grateful she came to the warehouse to launch the program. She met with mothers in our program who were giving birth and was hearing from them. And I think she was also proud to be there. So we do, we have a lot of... we have a lot of fun incoming phone calls these days. How was it the first time? Like, what was walk me through the interaction of getting Jessica Alba and Nicole Richie to get involved when it was just like there was nothing there in one sense? It was beginning days. Like, what was that conversation like? Why did they get involved?

1:03:17Well, they were friends, but also I think when you're a mom and they just both had babies around 13 years ago. And I think when you understand that, you know, you need all these things when you give birth. Personal experience. Yeah. And you see how much you need. You see how expensive it is. You see the wastefulness of people are giving you seven strollers for your baby shower. you need one stroller, what could you do with the other six who could use them? And it was a lot about that. I think, you know, mothers, parents, people connect to the cause because it's such a simple cause. Children are going without basic essentials.

1:03:57How could that be? What could I do to help? And we make it very easy. We say, Oh, you know what, here's what you do to help. We'll make it very easy. We'll make it very simple. We need you to show up here to this one event. And they got their photo taken, it was in Us Weekly. And that really put us on the map. And that really spurred on like these celebrity partnerships, it taught us the power of celebrity, what they could do to help children in need and how we could help make that happen. And so we've continued that for 13 years. But we really do look to them as the two people who sort of set off that light bulb for both of us and really started the whole thing.

1:04:34I think that these women trust us and trust baby to baby. And that has been so important to build. So now when there is a, you know, there's hurricanes going on and hurricanes and tornadoes in the, in the Midwest, when there were the fires in Maui, when there was the formula shortage, when there are news headlines that, and people as moms and as humans care about them, they call us to say, tell me how I can help ever since that day. So they're saying, you know, during COVID, we had Prince Harry and Meghan Markle and Gwyneth Paltrow and Jen Garner and Jessica Alba. And they came and put backpacks into cars that were driving by and putting lunch in backpacks with masks, full masks, putting them into windows in our baby to baby distribution drives, because they knew we would have one.

1:05:31They knew we'd be set up and they'd be able to help. And so I think what that caused on day one was this trust. And then they will, disaster is a big part of it. But when there is a, any issue they care about in any state, we have ambassadors from Texas and Oklahoma and New Mexico and New York, and they know if there's something big or small, sometimes it's a building fire that impacts the city and they know there were families there. When they see families and they see babies are outside or not being taken care of, they know that Baby to Baby's disaster team is going to be there and they call us.

1:06:07How can I amplify it? And sometimes the answer is they can post on social media. Sometimes the answer is, even though this person might be famous, what we need right now is money. So we need you to do one of two things. We need you to ask your followers for donations or if you're in the position, we need you to donate to us yourself. So in the Maui wildfires, for example, Matthew and Camilla McConaughey, Camilla is one of our many angels and they had a, they had a deep caring for Hawaii and Maui, knew that we would be on the ground there, knew that we would know how to help and what to help with.

1:06:49They called, they asked how they could help. And the answer there was we were trying to get cargo planes in. We knew the exact menu of what these organizations needed. Maui was a very specific example because it was easier for us. Our history had been in trucking and Maui can't truck to Maui. So these things now had to go on planes and it was a, and the fires were ongoing and horrific. And they said, how can we help? And we said, actually, what we need you to do right now is help us pay for this first cargo plane to get out because we know if you do that, others will follow. So that was just pure funds.

1:07:27They gave us, the cargo plane went out. It got to Maui. We helped so many families. Nine months later, we're still helping families. Disasters do not end a week later. The families, they're still displaced families. There's families living in hotels. There's families that have lost jobs. And because of that initial vote of confidence from two very well-known ambassadors, we had people all over the country sending us$25 donations that add up significantly and have allowed us to have this long-term recovery. And Matthew did a video with his son that went viral. And it was, you know, everywhere. It was all over Instagram.

1:08:05It was in people. And it was saying, like, this is what my family's doing. I want to help these families in Maui. we're going to come together and we're donating this amount. Please join us. And because that video went viral and he used his platform and that really took off in such a way, that's why we've been able to continue helping for nine months because we were able to raise that money in that moment. And that really extended our finances to be able to pay and ship and send more and more pallets and pallets of basic essentials into Maui for the families we serve there. And speaking of Maui, a quick shout out to our program and disaster relief teams.

1:08:45Something that made us so proud during that horrific period was that because of the year round work we do, getting to know these partners, listening to them, our team had two days before the fires broke out, had made a delivery on Hawaii. So that when it was impossible to get anything in from the mainland United States, our stuff had just landed because we were helping families who were living in poverty beyond the fires. And so immediately, we were able to start distributing. And talking about, you know, listening to the community and listening and asking questions and seeing what's needed. We have these partners that are in Maui, and we were able to say to them, do you need help?

1:09:29Do you need, you know, what do you need? And the water was contaminated and babies, there was no baby food, there was no formula. So we immediately were able to send on that very first cargo plane, water, formula, and baby food. And then our team later, two weeks later, because we didn't want to inundate the island with, you know, at the time, I think there was such an outpouring, but to listen and wait and talk to our partners. And they asked us to come two weeks later. And then we were able to do distributions on the ground to families ourselves and really see the need and meet with families.

1:10:01But we were alongside a woman who had lost her home who worked for the diaper bank that it was our partner. She lost her home. Her, you know, her baby was off in the, you know, office of the nonprofit that we were serving. She was there alongside us doing distribution. So you really have to listen to the community that you're serving. And that was something we definitely learn with everything we do, but that was definitely a learning moment for us. This is, it's such incredible work and it's so inspiring. Like all these different spaces and the nuances and the differences and the incredible ambassadors that came on board.

1:10:38I know that a lot of my community here today who's listening and watching will be thinking, how do I help? How do I get involved? And I think as that culture that I think you both have lived in your own life and wanted to create and something that I feel is amazing is if we can start helping from where we are, no matter where we are and whoever we are. And every, like you said, everything does matter and it does make an impact. And I've seen that through fundraisers we've done for charities I've worked with. What can this community and audience do if they want to support Baby2Baby today? Where should they go?

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1:12:27I think we say every little bit helps. And when we say we've distributed 200 million diapers, that's a big number. But one pack of diapers goes to a family who's struggling to afford diapers or food, who's choosing between diapers or food. So if you can give one pack of diapers, five packs of diapers, whether that's$10 or$25, those things really make a difference. And we always say, no donation is too small those things really matter to us and that's one family who has formula for their baby who has diapers for their baby that week so we're not uh shying away from any small donations at all and a lot of what we do is on our instagram baby to baby and um or our website baby to baby.org but one of the things that we talk about as well is that you know follow us and see what we're doing.

1:13:20We are posting all day, you know, what we're doing right now, sending supplies. We just sent 300 ,000 supplies to Oklahoma and Texas to the disasters that are going on there. So it's always, you know, something's happening in the world. Climate change is really making these disasters worse and worse every day and supporting our work, helping families in need in those moments is really important to us. I hope you've learned getting to know us. We're very direct. And so we'll be direct with our followers. And I think we tell our ambassadors and any donor or fan of Baby2Baby, we will tell you what we need.

1:13:59And so we'll say, we right now need toothbrushes and toothpaste because there is a reason that there is a shortage of those. Or we will tell you in the formula crisis what we need exactly. And even though I did say that we don't take, you know, we're not looking for big donations of gently used clothing. There are some exceptions to that. And that's basically diapers and formula and some of these top things. So it might be your own diaper packs and formula cans that you haven't opened. It might be going on Amazon or another platform and sending us actual items. It might be making a smaller, large donation.

1:14:36It might be an introduction to a company that can make a very large donation. But it might be that you have a small clothing brand and you have, you made some pajamas and they came out in a slightly different color than you intended. And we would love to take those. And it might be that your toothpaste came out a different flavor. And as long as it's good and healthy, we want those calls. Would you like our, you know, these palettes of toothpaste that we haven't given out. So we, we, again, following us means trying to listen to what the disaster is, what the everyday poverty is. If there's a specific city or town or that you're in, we're happy to respond to those questions.

1:15:21Our team is, but we want people to help in those. And, and if someone wants to donate millions of dollars so we can reach our goal of giving out, you know we can get to all billion diapers you know if someone has a foundation who will do that we're ready for that phone call as well exactly we say that we've built the infrastructure and we know how to get these items out to the community and to the country and we're just looking for the funding to go even further so the one million children we're serving there are 10 million that we're not yet reaching and we are ready to reach them it's just really funding that comes down to it?

1:15:58We also have programs where people can get involved at different ages. So if you live in an area that's, you know, if you live in Los Angeles or New York or somewhere where we have volunteer sessions, obviously you can come in and volunteer. But we also have programs that the whole country can participate in where during the holidays you can shop for a child, but not just during the holidays because a big lesson of baby to baby is children do not just need help during the holidays. So we have programs that are about to start this summer because there is a summer slide and children aren't in school.

1:16:27And so not only are they not getting the meal, the schooling during the summer, they're not getting the meals that they depend on for school. So, so they're, they're lacking in basic essentials even more. And so we have programs, we have back to school programs where you can take your child out shopping or go yourself and you can shop and we'll give you a list of what a child needs. And maybe they want a blue Hello Kitty backpack and Cheez-Its and a new pencil case with pink hearts. And you can really, a lot of people like that, again, that specificity and that customization, we will let you, you can reach a child on a very individualized basis, or you can help us with the donation of 600 ,000 pairs of pajamas.

1:17:13That's beautiful. I love it. I want to go back to where we started, which was your personal journeys of service and giving back and Nora you brought this up earlier this idea of parents wanting their children to have a culture of giving back what have you found works because I find like when you're young giving back is not cool it's not the thing to do it's it isn't part of our culture ordinarily at least I don't you don't see that very commonly how do we do that how do we create a culture in our families to begin with a culture of giving a culture of service in young people like what does that take what have you seen works what doesn't work and what has been effective we wrote a book about it actually um we wrote a book with jessica alba and it is about a little girl who has a teddy bear and it is a gently used teddy bear and then she receives the same one but a brand new one and she has to decide what she's going to do with the second one will she keep it will she give it to a friend when you're gonna tell them don't yeah yes and then when she decides to give it to a friend the you know she goes through the process of which one should I give to him should he have the one with no eye and missing an arm or should she should he have the new one and he she talks about it with her mom and they figure out that of course someone who's in need would want a new bear, just like one day you had one.

1:18:42So that was something that we did, because it's so important to us to teach children how to give back, but to give back with dignity, because all of the children that we're serving, we want to make sure that we're giving with dignity and pride so that they're receiving things that are new and just like our kids would want. So that was something that was really important to us. I think you can teach your kids at the earliest of ages to give back. And, you know, maybe they'll understand 5 % of it. And then 20 % of it, we have stories of taking your kids to go shopping for another child. And when you when they're four, maybe they stop in the store and have a and cry and say, I want that toy, I don't want to give that Barbie to someone else.

1:19:26But you hold your ground, you don't give them the Barbie, you explain the Barbie is for someone else. And when they're six, it starts being easier. And maybe when they're seven or eight, they're asking you to go shopping for a Barbie to give to someone at Christmas that doesn't have it because now they understand. Or they're an adult and they look back and understand why they were doing that and they start doing it as an adult. But I think people are afraid to explain poverty to their children in particular at too young of an age. And we've just been amazed by the children that come into baby to baby, the children that come to volunteer.

1:20:03They have such amazing questions and they understand and they point out things that we wouldn't have even thought of. You know, you'll say to them, what do you think a child might need if you didn't have a home? What might you need? And you think they're going to say, you know, food or, and they'll say like, I think they would need a nightlight. Or I think, you know, they just say things that surprise you and they are paying attention. And I do think they understand. And I think you have to drive on the street and not ignore people experiencing homelessness. I think you have to point it out to your children and talk about what you should do and talk about how they can help and let them think about, do we want to, can we help with money?

1:20:44Can we, can we give them food? Can we talk about why and how they're suffering and why they don't have a job? And I think you have to bring your children to any opportunity you have to participate in community service. I think it just changes people's perspective entirely to practice, to read about it. Yes. To hear about it from your parents. Yes. To hand someone who doesn't have food, a bag full of food, I really think changes your life and changes your perspective. And I think children, I think children are, it's a great place to start. I love that about baby to baby that there's a lot of problems in the world.

1:21:25I think people, everyone can relate, whether you have kids, you don't have kids, you are a kid, you are elderly, people understand and resonate with the idea of children not having basic essentials and clean diapers. And they empathize with children. People love babies. And so I think it's a great place to start is that a baby needs this and you should talk early and talk often and show them and teach them and bring them and do everything you can to instill it at a young age. And I, we've seen it working. Yeah. My daughter, I remember when I took her for the Christmas shopping, we call it family to family.

1:22:05Cause it's one family giving to another family, like baby to baby. Um, and it was the moment where, you know, yes, I want the Barbie. Yes. I want the pink Elsa 92. But then when we got down the list and I was like, okay, well we need underwear. Should we get Elsa underwear? or should we get Sleeping Beauty underwear? And she looked at me and she was like, she doesn't have underwear? And you want to protect your child maybe in that moment? And I was like, no, she doesn't have underwear. She doesn't have any of these things. And having like the light bulb for her and her understand, like we weren't just buying her a Barbie.

1:22:38Like she didn't have underwear. She didn't have a blanket. She didn't have a warm coat. And really like I think instilling that into your kids or kids around you is just so important. it's something that you know both of us want to make sure that baby to baby is teaching children about giving back what do you think parents are scared of in in doing that like you said like facing the homelessness having that moment and saying no she doesn't have underwear like what is the thing they're too young to understand or it's too like scary the reality is too scary but i think being able to tell them from a young age and obviously in a age appropriate way but that's what we try and do.

1:23:17We try and keep, you know, kids come in from seven and up and they're volunteering and they, they understand there's a baby who doesn't have a blanket, who doesn't have a onesie, who doesn't have a passy. And I'm going to make this for them and I'm going to put this together for them. And then when I leave here, it's going to get delivered to them. And I made it. And that pride that kids feel in that is really important. And I think really instills that giving back. And maybe you can consider for your birthday party, either having people give presents for kids who need presents more than you do, or if that's difficult, which it is, and I'm not saying mine, we're so excited about it.

1:23:55I think sometimes our kids were like, wait, does this mean I never get a Barbie? I just want to be clear because we are just constantly telling them over and over. We have a joke where, where we would put their baby blanket in the car and they'd be like, is that going to baby to baby? And we'd be like, no, no, you get to keep that. But the part, but it could be maybe you choose one toy that you got out of the 12 kids that came to your party and you pick one toy and you give that away. Or you, you know, just little, little ways to start incorporating it early. And as far as what people are scared of, I think, I think adults are scared of people experiencing homelessness.

1:24:33That's why I think they're scared to tell their kids because they're uncomfortable. But I actually think kids are much more comfortable. And so if we can raise this generation to not be afraid and to think of ways to help, I think that's our obligation. I know that I said this, but I think this concept that I learned as a little girl of Tikkun Alam and Sadaka and repairing the world, I think it sticks with you. And you have to trust that these kids are going to be a generation that are going to think, you know, you said before, maybe people don't think it's trendy or cool. I think most people with companies would say that their customers feel otherwise, and they only want to buy from companies who have a give back component.

1:25:17and it's not just Tom's anymore and that we have companies calling us all day saying we have to find it. We are giving back. And again, yes, because they have wonderful leadership teams, but their customers demand it. And so if this generation of children can grow up saying we are going to be a part of this change, then I think, and that's just been kind of a bonus of Baby to Baby because we didn't start it to teach kids to give back. We started it to, first and foremost, we want kids who don't have what they need to have what they need. And we want children in poverty to have basic essentials.

1:25:52But there is this bonus is that in the process, if it can teach people who do have what they need to be a part of the solution, I think that's where the special stuff comes in. Elia and Nora you're both phenomenal leaders truly inspiring I'm very touched by both your stories and even the space we just got to now of hearing this deep personal much more individual intimate version of what it looks like in your family is with your own children with with people around you I mean it's it's really truly moving and before we end the show we always do a final five which is a fast five segment where you have to answer every word in sorry you have to answer every question in one word or one sentence maximum.

1:26:38But before we do that, I want to ask you, is there anything that I haven't asked you that you really feel compelled to share or something that's on your heart that you feel you want to share with my community or audience that maybe we didn't touch on? Just that Baby to Baby is, you know, growing every day. 13 years later, we are serving a million children and we've distributed 450 million items. And that from afar, that it may seem like a success But because there are still 10 million children that we're not reaching, we have a lot further to go and a lot more work to do. So looking from afar or looking on Instagram, it may seem like we're done or everything's great.

1:27:22But, no, there's a lot of work to be done and we need to raise a lot more money and to reach a lot more kids. So we're not finished and we definitely need help. Yeah, brilliant. Well said. Nora, anything you want to say? I concur. We talk about that. We know that we get, you know, we're lucky to get that our ambassadors get attention. We are so lucky to be on Jay Shetty. We have all of this, these great platforms. But the only negative of it is that it does lead people to think that we don't need help or that their help isn't enough because they see if Kim Kardashian is helping. how could I really be of help?

1:28:02And if they're on, you know, when we're talking about$12 million, well, I don't have$12 million to give. And so I concur. It's the same lesson of please know that no donation is too small. Celebrities are wonderful. They are not fully funding our program. And we do need so much. And it really is the entire community coming together that is going to allow us to keep doing more and more work. I think what's really beautiful also is that I'm sure some of our listeners are inside organizations that could be giving more and part of communities that could give more and maybe want their school to come and volunteer.

1:28:42You know, I think there's so many beautiful ways to give back, which is how I got involved with all of you, which is my team and I picked you to come and volunteer at for a service day. And it's led to a more longer term relationship. And I think that I think you have so many access points. And I also want to encourage everyone to hear that message too, that I think what we can trust is that you're listening, you're learning, you're adapting, you're figuring out what the gap is. And that's why we can all help and support in that we can trust that Baby2Baby is constantly trying to figure out what really serves the need, what really closes the gap, what really is going to have an impact.

1:29:20Well, thank you. And, you know, 13 years in, we view ourselves as a startup still. And we really have the startup mentality where we are looking for the phone to ring and we are looking for other people to bring our team innovative ideas. And we want that help. We want someone to say, I have shoes, but I have an idea. And so, yeah, Nike, if you're listening, we're desperately in need of sneakers. All right. We're left here. We're left to call. We're ready for the game. I love it. Yes. Thank you so much. All right. Here's your fast five, final five. Same questions to both of you. I'll just say the question and then we can go for it.

1:29:59So the first question is, what is the best advice you've ever heard or received? I would say we talked about it the yes day. I think saying yes to opportunities, especially in the beginning, we've had to reel that in a little 13 years later. But saying yes to opportunities was a big part of how we grew baby to baby from day one. First day at my law firm, Skadden Arps in New York, 136 associates, managing partner came out and said, I want you to assume that every single email you write will appear on the New York Times tomorrow morning. Be careful. And I took it to heart. Great. Both great answers.

1:30:35Question number two, what is the worst advice you ever heard or received? That eight hours sleep isn't necessary. isn't necessary. I agree with you. It is for me too. I agree with you. Two, that you have to go out of your lane. I know lots of business leaders think you have to keep going outside of your lane. I think in our case, we have a very specific mission. We are nowhere near done with what we're doing. I want our lane to be as narrow as possible. And then we want to crush our lane. Nice. Third question. What is your proudest achievement personally? I guess baby to baby. It can totally be baby.

1:31:16Yeah. I think baby to baby. I mean, I think something specific of baby to baby maybe? I think when we started, we were serving 500 children and it was the two of us and one intern and looking 13 years later that we're serving a million children across the country. And we have warehouses across the country, 52 employees here in LA, just the growth of Baby to Baby is definitely a proud achievement for me. Beautiful. We were just honored to be named to Time's most influential 100 people in the world list. We absolutely take that on behalf of our incredible team of people. It is certainly not just the two of us.

1:31:56I read Time Magazine with my dad growing up and would look at the covers every week and read it. And that honor for Baby to Baby was a big one. Yeah, I love that too. I love that they honored a service-based organization rather than just a for-profit organization as well. So that's beautiful. Question number four, why is it important to serve and give back? I think the world needs it, especially right now. And I think that if you think about, you know, elections and outcomes of elections that organizations like Baby to Baby are so important because it's not based on the outcome of that. It's based on helping families in need and meeting them where they are and making sure they have what is necessary and basic essentials, no matter what's going on in the environment and in the world.

1:32:50I think giving back is everything. I think it's because it's not about you. So I think it is the number one way to learn empathy and about other people and to remind yourself that everyone is going through something, everyone needs help, and giving back is about others. Well said. And fifth and final question, which we ask to every guest who's ever been on the show, if you could create one law that everyone in the world had to follow, what would it be? Mine would be that people and leaders led with empathy. I would say that service is mandatory and not just for high school students or interns, that it's mandatory for people of all ages from every background.

1:33:40And I think people, if they're not allergic, should have dogs. i love that noor and kelly thank you so much for being such phenomenal guests on on purpose everyone who's been listening and watching i hope you go and follow baby to baby right now i want you to look at how you can find a way that you can help your communities can help your company can help the schools around you that can help how can you get involved in being a part of this mission i think when we feel like we're a part of the solution the problem feels a little smaller every single day. And so I encourage you all to become empowered, to take on this opportunity, to join Nora and Kelly on this mission.

1:34:17And again, Nora and Kelly, thank you so much. I'm so grateful to have spent this time with you. Thank you for being here with my community and congratulations on all the work you've done. And I'm rooting for you and forever in your corner to see you succeed. So thank you so much. Thanks for having us. Thank you. If you enjoyed this podcast, you're going to love my conversation with Michelle Obama, where she opens up on how to stay with your partner when they're changing and the four check-ins you should be doing in your relationship. We also talk about how to deal with relationships when they're under stress.

1:34:52If you're going through something right now with your partner or someone you're seeing, this is the episode for you. No wonder our kids are struggling. We have a new technology and we've just taken it in, hook, line and sinker. And we have to be mindful for our kids. They'll just be thumbing through this stuff. You know, their, their minds never sleeping. This episode of On Purpose is brought to you by Chase Sapphire Reserve. I believe that travel is one of the greatest gifts that we've ever been given. And Chase Sapphire Reserve has been my gateway to the world's most captivating destinations.

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