Kiwanis International

Kiwanis International needed to establish its brand as a national sponsorship platform. ESP created a program that secured three top-tier partners in less than a year.

The Challenge: For nearly 100 years, Kiwanis International has been dedicated to bettering the lives of children around the world. Kiwanis is a volunteer-based membership organization that gives back to communities through fundraising and volunteer hours. Kiwanis International’s various clubs, service organizations, service projects, campaigns and programs reach a broad, diverse audience.

However, the success and visibility of some of those clubs and programs, such as CircleK for adults and KeyClub for teens, had overshadowed the overall Kiwanis brand, making it difficult for Kiwanis International to advance beyond low-level program sponsorships and establish substantial corporate partnerships across the organization.

Kiwanis engaged ESP to assist in developing a structured corporate sponsorship program that not only provided corporations with an opportunity to tap into Kiwanis International’s rich asset base, but also helped to unify the organization and its sponsorship offerings under the Kiwanis brand. Additionally, Kiwanis wanted to ensure the program added value to its members, supported its mission, and increased brand visibility and awareness while driving new streams of revenue.

The Solution: The context for ESP’s work and recommendations was first and foremost to support the Kiwanis mission, stakeholder relationships and equity of its brand. Within this context, ESP advised Kiwanis on:

  • What to sell
  • Whom to sell to
  • What to say
  • How much to charge
  • What resources would be necessary
  • How to implement

The Results: In just under a year, Kiwanis was able to secure three year-round, top-tier Vision Partners:

  • The U.S. Army. Formerly a program sponsor, the Army’s enhanced role includes having soldiers serve as teamwork session facilitators at Kiwanis’ Key Leader workshops. The Army also promotes March 2 Success, a free online course designed for high school students to improve performance on standardized tests.
  • Nickelodeon. Nickelodeon became a Vision Partner to inspire kids to take action and make a difference in the world. Through the Big Help and Worldwide Day of Play initiatives, kids and adults work together to plan events and activities in the following areas: health & wellness, education, service, and the environment.
  • Landscape Structures, Inc. As the leading commercial playground equipment manufacturer in the world, Landscape Structures became a Vision Partner to provide playground equipment  and design expertise to Kiwanis clubs in conjunction with Kiwanis One Day, which serves as a global day of service for the Kiwanis International family of clubs.

In addition, Kiwanis secured The Hershey Company as a Service Leadership Program Co-Sponsor focused on engaging Key Club members with Hershey’s Track & Field Games. The organization also signed Scholastic Inc. as a Promotional Partner. Scholastic brings awareness to Kiwanis International’s Read Around the World literacy initiative and offers local clubs the opportunity to install reading rooms in local elementary schools across the U.S.

Several Preferred Charities also signed on, providing visibility to Kiwanis in exchange for fundraising or other mission-supporting activities. Those organizations are: Boys and Girls Clubs of America, Boys and Girls Clubs of Canada, Boy Scouts, Children’s Miracle Network and March of Dimes.

Return to Case Studies

ESP Subscription Bundle

Unlimited access to Sponsorship Report, webinars & more. Become a subscriber now