CASE STUDY: KINDNESS WINS with Madison Keys

Our bread and butter is taking an idea and turning it into nonprofit organization or taking an existing nonprofit and taking it to the next level. Kindness Wins started from the vision of a professional tennis player and is now a flourishing organization, spreading kindness to the masses.

Client Name:

Madison Keys, professional tennis player

Overview:

Madison was introduced to CFC Collective in 2018 and 2019 through our involvement in FearlesslyGiRL's Kinder Girl World Day, supporting girls to take action to foster kindness and combat negative and toxic behavior often spread to and among girls. In 2019, Madison approached CFC because she wanted to take this message of kindness even further.

Officially launching in February 2020, CFC helped Madison make the idea of Kindness Wins into a reality. It now exists as an official 501c3 nonprofit with a Board of Directors, Corporate and Individual Giving Levels, 3 total Kindness Wins Champions: Madison Keys, professional ski racer Mikaela Shiffrin, and Paralympian Oksana Masters.

Our Approach:

Establish a Foundation

CFC Collective an the CFC Team has many years of experience knowing what it takes to establish a 501c3 nonprofit.

Our initial efforts with Kindness Wins included applying for a 501c3 status, helping to set up finances and accounts, and paving the way to create an invested Board of Directors.

Recruit Champions

When we first started, Madison Keys made it clear to us that she wanted to recruit other athletes to help “champion” her vision. In the first months after the organization launch, CFC helped add on two additional Kindness Wins champions: Mikaela Shiffrin (professional ski racer) and Oksana Masters (Paralympic Gold Medalist). CFC is now continuing the search for additional Kindness Wins Champions.

Execute on the Mission

Kindness Wins is driven by hands-on activations that promote kindness and use social media and online tools to celebrate and reward kindness. In 2020, we launched several campaigns, including Kindness Wins Day, Medal of Kindness Awards, and Kindness in Crisis (an online auction benefiting COVID-19 relief organizations).