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Startup Spotlight: How Give InKind Turned a Personal Crisis Into a Support Platform

Founded after a family’s personal loss, Give InKind helps communities coordinate practical support through care calendars, wishlists, gift cards, and fundraising links.
From TheFinanceBase Team3 min to read
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Give InKind began with a personal loss and a practical question: how can people help a family in crisis when they live far away or do not know what to say, send, or do? Founded by married couple Laura Malcolm and James Kocsis, the Tacoma-born platform was designed to organize useful support—not just gifts—around people facing difficult moments.

Why Laura Malcolm and James Kocsis started Give InKind

The idea followed the stillbirth of the couple’s first child. In a 2017 interview with GeekWire, Malcolm said the experience made the need for practical assistance clear: friends and family wanted to help, but distance and uncertainty made it hard to coordinate. Give InKind’s current About Us page similarly describes the service as a way to make giving and receiving help easier and more normal.

The founding premise was that support should fit the situation. Someone dealing with illness, grief, a new baby, or another upheaval may need meals, rides, childcare, or household help as much as—or more than—a conventional present. The platform aimed to help a community organize those concrete offers.

How the platform has changed

The original concept

GeekWire’s 2017 profile described a site that paired advice and resources with gift suggestions for different circumstances. Its hospice example included a Kindle e-reader, grocery and spa gift cards, and house-cleaning service. Those were examples of the product at the time, not a current catalog or endorsement of particular products.

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The profile also described revenue sharing with suppliers, including historical examples involving Home Chef and Cleanify. Those examples do not establish current merchant participation, commission rates, or affiliate terms.

The current service

As of Oct. 8, 2026, Give InKind’s homepage describes free support pages with care calendars for meals, rides, childcare, and other help; updates and messages; customizable wishlists, including the option to attach an Amazon Wishlist; a gift-card wallet; and links to fundraising services. Its situation page lists categories including birth, general support, grief and loss, medical needs, and celebrations. These are features described by the company, not independent assessments of usability.

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These tools address different kinds of need. A care calendar can coordinate recurring practical help among friends and family; a wishlist can point supporters toward requested items; and fundraising links can direct people who want to contribute money. They can complement one another, but a fundraising option is not the same thing as arranging meals, rides, or childcare.

What the acquisition meant for the business

GeekWire reported on Dec. 5, 2022, that gift-card company Wolfe acquired Give InKind and that the platform would continue operating. The article said Malcolm would remain CEO at that time and quoted her saying Wolfe would help power the technology and expand product lines. Wolfe also planned to offer the service to corporate clients for employee engagement. The deal terms were not disclosed.

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At the time of the acquisition report, Give InKind said it had facilitated more than $5 million in support and enabled recipients to receive more than 200 digital gift cards. Those are company figures reported by GeekWire in 2022, not independently audited totals or measures of the platform’s current scale. The current site footer identifies Wolfe, LLC and lists a Pittsburgh address.

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How Give InKind says it earns revenue

Give InKind’s About Us page says revenue comes from site products, merchant relationships, and optional tips from supporters. The page does not establish specific current commission rates or terms for any particular merchant. For anyone organizing support, the practical distinction is that the platform’s current pages describe both coordination tools and ways to direct gifts or fundraising; the exact economics of individual transactions should not be inferred from its older examples.

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