New York City has a whole lot of kindness to exchange if KIND Healthy Snacks has their way. In November, the healthy snack company launched a national project called “Do the KIND thing: Projects” that challenges people across the country to vote with acts of kindness proposed to take place in local communities. The company is seeking to spread their vision of kindness across the nation, one act at a time as a part of their on-going mission.
KIND was built upon the philosophy that there can be great tasting food made with ingredients that are good for you and by a company doing a lot of social good.
“Do the KIND thing” provides people with an opportunity to pledge acts of kindness on behalf of causes. Each month, website visitors vote with acts of kindness to win a chance for KIND to fund projects with $10,000 to serve a deserving community.
KIND Communications Coordinator, Erin Schanke reports that the project has started to gain momentum. “This is an on-going project. It is new and we are definitely excited to see where it goes. For the first month, 76 projects entered into the challenge. Hopefully it continues to inspire people to do something kind for the world”, Schanke says.
In addition to voting on acts that KIND can fund, participants of the challenge are given guidance from the company on how to better promote their causes with a cause promotion toolkit.
Beyond their new platform, KIND has spread their vision through partner organizations like Baby Buggy to provide diapers and clothes to shelters across NYC and LA.
Other KIND projects included the flower wall of kindness that challenged pedestrians to give others flowers from the wall and a project that provided healing kits via Joyful Heart Foundation to children seeking services from the Manhattan Child Advocacy Center. In total, KIND estimates that they have partnered with more than twenty organizations across the country.
The culture of KIND does not stop at the “Do the KIND thing” project. The company has upwards to twenty-six field marketing team members who each work closely with local causes throughout the country.
“For us, kindness is our cause and because kindness is our cause, we look to align with a lot of different causes or interest areas to inspire people to be more kind”, says Elle Lanning, Senior Director of Communications.
Anyone supporting a cause that aligns with the KIND mission and will produce social impact can submit an idea via the company's website. At the end of each month, KIND will support the winning project chosen by community votes. The company calls for local New York nonprofits, individuals and organizations to submit and vote on projects that will have social impact within the boroughs.
Note: An earlier version of this article has been edited to reflect corrections to the description of "Do the KIND thing: Projects" which is community led and not selected acts of funding by the company.