Helping Moms Is Everyone’s Business

The What to Expect Foundation builds lasting partnerships with brands that share our values, goals and vision. We strive to create mutually beneficial relationships with businesses as we support moms in need locally, nationally, and internationally, and offer corporations opportunities to genuinely communicate with moms, building added loyalty, trust and preference for their brands among consumers. Together, we can help every mom know what to expect when she’s expecting.

The What to Expect Foundation offers opportunities for cross-promotion and sponsorship including at retail, in advertising, online, and at a grass roots level. We offer category exclusivity and work with our sponsors to creatively develop campaigns and programs that work for everyone—especially moms who need it most.


Thanks to the commitment and generous support of the GSK Foundation, The What To Expect Foundation was able to embark on the creation of Baby's First Year—a book that will take the Baby Basics Program and philosophy beyond pregnancy, into parenting. Thanks GSK!

The Clorox Company

The Clorox Company sponsored our Baby Basics Program, specifically helping us support Chinese American immigrant moms through the printing of Xiao Bao Bao, our Chinese version of the Baby Basics book and program. Clorox’s support also enabled translation of the Baby Basics Planners into 12 other languages.


Nissan truly helped give birth to our Foundation! Their donation helped ensure that “every baby arrive safely” by funding the printing of our Baby Basics materials that helped moms in need across the country know what to expect when they were expecting.


Based in New Jersey, right outside of Newark, BMW purchased a year’s supply of Baby Basics for every at-risk expecting woman in  the Newark region. Our Foundation partnered with the area hospitals and Gateway Perinatal Consortium to build programming so moms could learn to read and use the books. At a press conference at the University of Medicine and Dentistry of New Jersey, Senator Jon Corzine, healthcare professionals, and pregnant moms had a baby shower to celebrate the program’s launch.