GOOD's business strategy included donating its magazine subscription fees entirely to charities, offering subscribers multiple options for which organization their fee supported. Goldhirsh explained the reasoning behind the strategy in an interview with "Inc.": "The idea was that we would incentivize consumers with the added benefit that their money goes to charity, incentivize these charities to reach their constituencies for the $20 donation, and enjoy the added marketing and public relations that would come from having an innovative strategy." Goldhirsh's theory has been criticized for not being a viable business model.