SoKind Registry Is Changing Hands!

April 19, 2020

So Kind Screenshot

SoKind was first launched by the Center for a New American Dream nearly 20 years ago as, and was the first-of-its-kind registry site for non-material / secondhand gifts. It was rebranded as SoKind in 2013. 

As New Dream’s work has taken on greater focus, we have partnered with the Center for Biological Diversity to take the helm of SoKind as one of many programs to advance the Center's mission of protecting wildlife. 

We are happy to announce that, effective May 1, 2020, the Center for Biological Diversity will take ownership of the SoKind platform and brand. The Center has many innovative global programs that directly and indirectly support wildlife, including efforts to reduce and shift consumption, and SoKind will support its Population and Sustainability Program. To learn more about the Center and its work, please visit

What will change?

In the immediate future, nothing! The site may be down for maintenance for as long as 24 hours while the transition in ownership occurs, but SoKind’s functionality will remain the same, and all users will be notified of any disruptions to service. 

When will the transfer happen? 

We are currently working to migrate the website, and anticipate that the transfer will be completed by May 1, 2020. 

What information will be shared with the Center for Biological Diversity?

SoKind requires some personal information, including name and email address, in order to function. The Center will have access to this information for all current users. The privacy policy that currently governs SoKind will remain largely the same. The only changes include the following: 

  • Ownership of the site (now owned by Center for Biological Diversity)
  • Contact information (now the Center's)
  • Inclusion of General Data Protection Act practices 
  • Updates on data collection details. 

As a SoKind user, your personal information has never been—and will never be—sold or shared with any third party. 

What if I don’t want my personal information transferred to the Center for Biological Diversity?

No problem. Simply email us at by April 28 and let us know that you’d like to opt out of the transfer. Note: this will deactivate your entire account and all associated registries once the transfer is complete on May 1. Once we delete an account, it’s gone and we are unable to recreate it. No action is required if you would like to maintain your account. 

We believe in the power of SoKind to support shifts in behaviors and norms around consumption, which is New Dream’s founding mission. We look forward to amplifying and celebrating the good work of the SoKind community under the Center’s leadership.