Consider it a pyramid scheme for the altruist.

The idea is to do something nice for someone and encourage that person, in turn, to repay the gesture with an act of kindness toward someone else–a pay-it-forward movement, except more organized.

It's a simple thought that San Ramon hypnotherapist Maria Haswell, 38, has made the sole purpose of her nonprofit, SpreadKindness.org.

"It doesn't have to be anything complicated," said the mother of two. "It could be as simple as paying for the people behind you in the drive-through."

With that aim, Haswell and her husband, 51-year-old co-founder Mark Haswell, will head out to the Livermore Children's Fair this weekend to proffer free hugs. Just because, well, who couldn't use no-strings-attached friendly gesture?

"That's definitely one of our more popular activities," said the male Haswell, who in early 2009 founded the organization with his wife after she came up with the idea on a whim, as a way to better herself.

It actually started as a Facebook post.

"I just thought of that phrase 'random acts of kindness' and thought I should make more of an effort to do that in my own life," said Maria Haswell. "So I updated my status to say that I'm going to commit random acts of kindness and encouraged others to do it with me."

Enough people ran with the idea that she started thinking about how to keep the momentum going. So the Haswells enlisted some volunteers to go with them in a series of outreaches in San Ramon and in other Bay Area cities to hand out cheerful notes, free hugs or school supplies to needy children.

At first, only a handful of people would show up. But soon, upward of a dozen would start turning out for the mini acts-of-kindness missions, some with artfully decorated "free hugs" signs in tow.

And then the donations started pouring in.

Word got around that the Haswells were up to some good, so people started dropping off or mailing pencils, notebooks, medical supplies, toiletries or other sundries for care packages the family would send to U.S. soldiers overseas or poor kids in Pittsburg.

"We're always looking for new ways to reach out," said Maria Haswell. "And more volunteers to help us."

So far, the Haswells can count roughly 200 members of the group. Some are regulars at the outreaches, others stay in touch online through social networking, some donate supplies for the Spread Kindness adopt-a-soldier project.

"We want this to be a national organization, so however people choose to get involved is a huge help," said Mark Haswell. "Some people have more time and resources than others."

But he's insistent that the spirit of giving is an easy one to adopt.

"Just start small," he said. "Keep it simple. It's a mindset and a lifestyle."

It helps, though, to have an organized effort and the encouragement of fellow do-gooders to keep it up, he said.

With the group's newly branded nonprofit status, Spread Kindess is ready to spread out. Not only can donations become tax write-offs, but the status gives the organization more clout in the community, which opens the door to partnerships with other service clubs and public agencies.

The Haswell's children–Khaela, 16, and Ryan, 14–want to start a kindness club at their school, Cal High, as a way to spread the kindness gospel.

"The possibilities are endless," said Maria Haswell. "It's exciting to see this take off."

• Want some ideas about how to spread more kindness in your own life? Visit www.spreadkindness.org.