Masters of Scale How Baby2Baby stepped up as LA wildfires raged
Jan 10, 2026
In this conversation, Co-CEOs Norah Weinstein and Kelly Sawyer Patricof of Baby2Baby share incredible insights on navigating the LA wildfires. They discuss their emotional and logistical challenges while mobilizing disaster relief efforts. From organizing community volunteers to packing essentials, their rapid response showcased the power of partnerships. With a focus on advocacy, they reveal their fight against diaper tax and how they manage ongoing demand. Listeners learn how they expanded beyond LA and transformed a gala into a significant funding engine.
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Scale Through Trusted Partners
- Nora explains Baby2Baby scales by serving partner organizations, not individuals, to reach far more children.
- That partner network let them activate quickly and target the most vulnerable kids during disasters.
Ask Partners What They Actually Need
- Kelly says to ask and listen to partners to identify actual needs rather than guessing what people require.
- Then deploy focused pop-ups, warehouse shipments, and targeted shelter deliveries for those needs.
From 600 Sq Ft To 100,000 Diapers
- Kelly recalls the first big donation: $100,000 and 100,000 diapers after a small Us Weekly photo led to Edelman PR contact.
- They unloaded pallets without equipment and watched the diapers fly out the door the same day.