The Be Kind People Project (BKPP)

Marcia Meyer is the Founder and CEO of The Be Kind People Project (BKPP).  She is a retired corporate executive, and former Spanish teacher, who has blended her extensive business background, strong personal values, and a firm belief that the best way to change the trajectory of incivility in our country is to give children a positive approach and the key skills they need to learn how to practice empathy and kindness. 

Marcia has boldly combined character education with the arts (through today’s music, high energy dancers, and spoken word poetry) to connect with the hearts and minds of children and to inspire, teach, and motivate humanity.  Marcia believes that how we as a community of experienced adults set an example for and invest in today’s children will lay a strong foundation for a kinder and more just society tomorrow and in the future.

There is a crisis in the US because of a lack of civility, respect and acceptance.  People and organizations with power are filling too much of society with hatred, intolerance, and misinformation.  Since its inception in 2012, BKPP has inspired tens of thousands of K-8 students, schools and communities to envision and build stronger and kinder communities by practicing the 10 tenets of the Be Kind Pledge (I pledge to be: Encouraging, Supportive, Positive, Helpful, Honest, Considerate, Thankful, Responsible, Respectful and a Friend) in every aspect of life.  It has becoming increasingly clear that in order to effectuate systemic change with issues of civility, respect and acceptance, the tenets of the Be Kind Pledge must be understood and practiced by far more people, especially by political leaders and media outlets.  This project will elevate humanity by inspiring all people in the US to follow the Be Kind Pledge.

People young and old don’t simply perceive incivility. They witness or experience it daily, whether it’s bare-knuckles partisan politics, cruel online behavior, rude driving, bullying, body shaming, or so many other thoughtless ways we toss aside grace and compassion. Youth are facing unprecedented levels of societal pressure and challenges. Yet, youth possess promise, hope, energy, and in large numbers, youth can help effectuate important and much needed changes with respect to civility and civil discourse throughout the United States.

BKPP addresses key youth social issues:
-Research indicates that 1 in 5 students report being bullied. Kids who are bullied can experience negative physical, school, and mental health issues. They are more likely to experience depression and anxiety that can persist into adulthood.

-The percentage of children and adolescents affected by obesity has more than tripled since the 1970s and disproportionately impacts low-income students.

-1 in 2 students aged 12-19 has report cyber-threats. Cyberbullying is one of the most serious issues today’s youth are facing. Cyberbullying has been more strongly related to suicidal ideation than personal bullying, and suicide is the second leading cause of death in adolescents.

These issues impact everyone, and increasing civility is the best way to solve them.

BKPP is working to build a generation of respectful, responsible, healthy, and caring citizens and leaders.  BKPP improves academic achievement and interpersonal relationship skills, inspires humanity, decreases bullying and cyberbullying, motivates healthy living habits, and provides the framework for lifelong character values.

As a comprehensive youth development program, BKPP serves youth wherever and however they learn. Innovative and culturally relevant programming and services help students effectively understand, link, and apply social, emotional, academic, civic, nutrition, physical, wellness, leadership, digital communication, arts, and character education.

 Programming is designed for grades K-8 with robust tools for project-based learning, creative expression, and direct applications that develop the skills to appropriately demonstrate respect and be considerate of others.

The assimilation and demonstration of pro-social behavior and personal accountability in ages 5-13 are strong predictors of future health, financial security, and educational achievement, including high school graduation.

With the crisis of civility and tolerance throughout the US today, students need better examples to follow.  Thus, BKPP wants to share the powerful and hopeful message of the Be Kind Pledge with media outlets, politicians and communities more generally.  BKPP wants to help build stronger and kinder communities at all levels.

BKPP works predominantly in K-8 schools to provide students, specifically low-income students, with skills and tools that will help them be successful now and in the future.

BKPP's most valuable partners are schools, students, parents and communities.  Thus, BKPP works diligently to include as many voices and perspectives as possible when creating and offering programs.  Over time, new program development has derived directly from listening to the needs of the schools and communities with whom we work. 

All programming is presented through the voice and attitude of THE BE KIND CREW® ("The Crew"), which is a group talented and inspiring street fusion dancers who are also skilled educators.  The Crew connects with students through today’s language of music and dance. Students readily engage with and look up to The Crew and want to learn and emulate what they represent.  The diversity of The Crew and how The Crew interacts with youth gives a voice to young people that helps them feel valuable, empowered and heard.

Everything BKPP has done since its inception has focused on inspiring students to be successful, both academically and socially, by utilizing the 10 tenets of The Be Kind People in their everyday lives. With recent events, including the pandemic and the heightened need for significant improvements in racial justice, BKPP has broadened its message and has made programming accessible to far more people with virtual programs.  BKPP continues to do essential youth development work and now has an increased focus on inspiring people to seek to understand, value and accept different people and different perspectives.

I started BKPP in 2011, at the age of 62 after a successful career in corporate management. I’d like to say this work was an intentional second career choice. It wasn’t.

After retirement, I gave back to the community with an annual event designed for women to collectively and creatively acknowledge unsung heroes in the infrastructure of society. The self-funded event grew from 29 women in 2003 to 575 women by 2011, when we honored 10,000 Title 1 teachers. USA Today learned of the effort and featured BKPP in a special USA edition as one of 10 non-profits primed to make a true difference. We weren’t even a non-profit yet.

We couldn’t ignore the public reaction. Teachers, parents, students and entire communities wanted a positive approach for how to build a kinder and more just society. My transition was not planned, but it was immediate.

On a personal note, one significant inspiration for this project was my granddaughter Grace, who has special needs.  As I was starting BKPP, Grace was starting school.  I knew that, as she grew up, I wanted her peers to treat her with dignity. Grace became, and still is, my great teacher and motivator. 

BKPP believes that in a multi-cultural society, trust, understanding, tolerance, and kindness are the cornerstones of peace, order, and civility. Thus, effective and meaningful character education programs are essential for the benefit of young people and communities.

The Be Kind Pledge™ is the foundation of BKPP. It is a set of essential life skills that help students define, understand and apply how to be encouraging, supportive, positive, helpful, honest, considerate, thankful, responsible, respectful, and be a friend in their daily lives. As with any skill, The Be Kind Pledge must be practiced. Kindness is taught as a skill that requires: 1) a mental decision to do something; 2) empathy and understanding of what would be considered pleasant by the recipient; and 3) the action of administering a positive word or gesture for the benefit of another. Although it may appear “random” to the recipient, BKPP defines kindness as: intentionally extending good for the benefit of others.

Finally, BKPP explains and demonstrates that kindness is contagious.  So, BKPP is passionate about this work because one individual act of kindness can become many acts of kindness when people understand kindness as something that is both intentional and important.

BKPP is well-positioned to deliver multi-faceted, high-impact programs to help solve the problem of intolerance and incivility that is plaguing the United States for a number of reasons.  First, BKPP is a one-of-a-kind organization that has developed a unique and highly effective education model that resonates not only with students, but with teachers, parents and communities.  There is nothing difficult or controversial about the Be Kind Pledge.  It is an effective set of values and skills that people want to aspire to live by.  

Every aspect of this organization, from the Pledge to the presentation of all programs by a diverse and talented group of dancers and educators, has been intentional and carefully thought through.  From very early on, the founder would explain that, "if you can spin on your head, students will listen!"  She is 100% correct.  The high-energy, fun, positive and truly remarkable nature of each member of the Be Kind Crew sets up a situation where students want to pay attention, listen and learn.  Once students are ready and willing to listen and engage, the positive outcomes BKPP has been able to facilitate are truly remarkable.  

In schools that have BKPP programs, behavior incidents (including bullying) decrease by an average of 20% in the first year and up to 76% by Year 3 of programming.  BKPP has been able to effectively partner with schools to help establish a positive culture so that following the Be Kind Pledge and striving for success is just what people do.

Like many non-profit organizations, BKPP has faced unprecedented challenges in the wake of the COVID-19 pandemic.  BKPP had always served students primarily while they were at school and BKPP derives a vast majority of its revenue from school based programs.  With schools closed, BKPP needed to figure out how to continue offering effective programs and resources to the students, schools, families and communities we serve.  Also, BKPP had to figure out how to continue paying its staff with revenue cut substantially.

BKPP's founder and CFO were able to secure some loans for non-profits to help BKPP get by financially during this time.  More notably, BKPP used this opportunity to figure out effective ways to bring the high-impact programs to even more students.  BKPP had relied heavily on in-person assemblies and in-person sessions with students.  However, BKPP soon figured out that we can reach far more students and schools around the country using virtual platforms.  BKPP made all content free for schools and parents in March and April.  Also, BKPP started a series on YouTube called Hive Time with Be Kind,  started making more videos, and utilizing things like ZOOM so the Crew members could continue to bring programs to students.

BKPP understands that one inspirational leader can matter a great deal, but has also worked to see the leadership potential in each staff member.  By valuing and listening to the great ideas from people who work in the organization, BKPP has developed effective, high-impact, one-of-a-kind programs.

One of BKPP's staff members taught middle school math at a low-income school in Washington, DC for a number of years.  She was lamenting the fact that for things like standardized tests, just by virtue of having some experiences, like having been on an airplane or having visited a particular location mentioned in a reading passage, some students are at a significant advantage.  What came from this conversation was a program called Be Kind Move Across America where BKPP developed a program that would both encourage physical activity (using pedometers) and would give all students, regardless of income level, an opportunity to virtually visit many places across the country, including bridges, aquariums and national parks.

Listening and collaboration are invaluable leadership qualities.  BKPP's founder and CEO is a true leader who listens, collaborates and uses best practices, both from business and from non-profits, to inform everything that BKPP does.

N/A...BKPP is a 501(c)(3) non-profit.

BKPP's work is innovative at ever level.  First, what BKPP has learned over the past 8 years is that The Be Kind Pledge can be applied to any challenge or social issue in a powerful and effective way that can drive change.  When BKPP started, our only program was a Be Kind School Program.  Over time, through listening to the needs and challenges our school partners were facing, BKPP has been able to add programs and adapte to better meet the needs of schools, students, families and communities.

The first program BKPP added was in 2015 and is called Be Fit. Be Healthy. Be Kind.  With increasing obesity rates, reduced physical activity and the way health challenges get worse with age, BKPP started a program, still using the Be Kind Pledge, to inspire and encourage students to live active and healthier lifestyles with a Healthy Habits checklist.  Then, in 2017, our partners started sharing how they were struggling with the impact, often negative, that the "on-line" age was having on students.  So, BKPP developed a program called "Pledge 2 B Kind On-line."  This program focuses on inspiring students to be responsible digital citizens and to take accountability for their on-line usage.

Over the past 8 years, BKPP has demonstrated an ability to adapt a universal message of kindness to address a number of important social issues students, and our country, is facing.  Currently, BKPP is further adapting programs to help students better understand ideas of social and racial justice.

BKPP's theory of change is very simple.  BKPP believes that kindness is contagious and that we have an opportunity and a responsibility to work in partnership with students, schools, families and communities to help build a kinder, more civil, more tolerant and more accepting society for all of us.

The Be Kind People Project defines kindness as: “a word or gesture that intentionally extends good to others.”  

This is a statement without exceptions. Kindness has no racial, socio-economic, ethnic, religious, political, gender, age, sexual orientation, or personal abilities boundaries.   Kindness goes to the very heart of how people honor, respect, communicate with, and treat one another. 

Kindness to all – without exceptions - reflects what we know, what we do, how we act, and who we are.   Furthermore, we believe that any gesture or word of kindness is a purposeful decision that each person can make for the betterment of others. Therefore, the extension of kindness among all people does, in fact, have the potential to break down boundaries in society and create a better sense of understanding, community, and acceptance.   Kindness is a necessary cornerstone for peace, order, and civility.

The Be Kind People Project serves youth wherever and however they learn.   94% of the students directly served by The Be Kind People Project are in Title 1 schools. Over 60% are African American and Latino, with significant Asian and Native American populations also directly served in several of our regions of operation.   THE BE KIND CREW, support staff, and volunteers reflect cultural, personal, and racial diversity as representatives to the students and teachers in the schools we serve. 

The Be Kind People operates with The Be Kind Pledge as its foundation for all relationships with other people. Furthermore, each individual associated with The Be Kind People Project, including employees, volunteers, and the Board is held to the highest standards of personal and professional conduct in dealings with others, including an unwavering expectation of interpersonal relationships and integrity at all times that reflect the principles and skills of The Be Kind Pledge.

BKPP is able to reach people in a variety of ways.  So, on one level, through distributing Kindness Pledge Cards and Be Kind Stickers, The Be Kind People Project has had over 4 million student contacts and has provided over 15 million student and classroom supplies and resources that inspire, educate, and motivate high character and personal success.

Up until recently, BKPP has worked primarily in Arizona, with some national exposure and limited programming in 14 states.  During the last non-COVID school year, BKPP presented 175 school assemblies (serving about 87,500 students) and provides over 600 hours of after school and summer programming in Arizona (serving about 9,000 students). In addition, BKPP provides close to 100 community events a year, many in large scale, making its exposure levels high and local awareness prominent. 

Within Arizona, both urban and rural areas are served, including border towns, mining communities, and Native American population on the Gila River reservation and the Navajo Nation. Regularly, over 300,000 Arizona
students and their teachers receive BKPP programs in hundreds of schools. Over 5,000 parents of students in Title 1 programs also receive parent engagement programming.

On a meaningful level, BKPP reached 200,000 students last year.  With the virtual programs that increase accessibility and BKPP's efforts to serve all students in AZ this school year, BKPP will reach 400,000 students in the upcoming school year in a meaningful way and is working so that BKPP will reach over 1 million students each year within 5 years. 

BKPP has a powerful message that resonates with everyone with whom we have come in contact over the past 8 years.  Our goals are as follows:

1) Over the next year, we want to make BKPP programs accessible to all students in Arizona.  Schools need to know the programs exist and will be provided with training about how to best utilize the programs.

2) Over the next year, BKPP will explore ways to reach out to and inspire political leaders and media organizations to join BKPP in using The Be Kind Pledge in both words and actions.

3) Over the next 5 years, we want BKPP programs to be accessible to all students throughout the United States.

As a member of the World Kindness Movement, BKPP could expand programming abroad in the future.  However, cultural sensitivity and respect would require strong partnerships with local organizations abroad before BKPP would fell comfortable expanding outside the United States.

Like for many non-profits, the biggest barriers are financial.  Another barrier can be accessibility to key leaders.  However, BKPP is confident we can overcome these barriers to ensure that BKPP's effective, high-impact programs are available to millions of students throughout the United States in the next five years.

BKPP will overcome these barriers using our key values. We have found when we put our values into action, we are able to accomplish more than we originally thought was possible.

• Student-centric
• Personal growth
• Societal give-back
• Inclusion
• Respect

• Integrity and dignity
• Listen and learn
• Walk our talk
• Show gratitude
• Have fun

• Innovate
• Provide solutions
• Replicate
• Measure
• Transform

• Evidence-based
• Talent
• Technology
• Training
• Eye on future

• Deliver on promises
• Collaboration
• Value-added
• Social enterprise
• Impact

BKPP's key partners are the K-8 schools we work with.  Our school partners provide ideas for new, much needed programs and they also help us collect numerical and anecdotal data to demonstrate program effectiveness.  We often develop different partners and partnerships for each of our programs.  For example, for the CyberSkills/Pledge2BKindOnline Program, we partnered with the Arizona Attorney General and the Maricopa County Attorney's office to develop content.  For the school gardens programs, local restaurants would provide eggs shells and coffee grounds. Also, when BKPP developed a new school-based assembly, a local arts organization helped create the props.  Another valuable partnership is with a volunteer teacher team that helps BKPP create academic lessons tied to state and national standards.  BKPP is lucky to have many partners and is constantly seeking out more partners that help improve our work and our impact.

With a Founder/CEO who came from the corporate sector, BKPP has always focused on financial sustainability.  BKPP's key funding comes from individuals, corporations, foundations and program revenue.  Also, with a strong brand, BKPP has a Be Kind Store where people can buy Be Kind merchandise.  BKPP focuses on ensuring many different revenue streams.  With the increase in virtual offerings, BKPP will have more opportunities to sell school based programs at lower costs.  BKPP's main goal with respect to financial sustainability is to maintain and continue to enhance and develop diverse revenue streams.

1) Individual Donations - $144,000

2) Corporations/Foundations - $399,000

3) Grants - $153,000

4) Events - $299,000

5) Tax Credits - $18,000

6) Program Revenue - $262,000

BKPP seeks to raise funds in order to bring programs to more schools, students, families and communities both in Arizona and around the United States.  BKPP is currently seeking funding of $100,000 or more from each of 5 different donors in order to first make all BKPP Programs accessible and easy to use for students, schools, families and communities across the country.  BKPP will also utilize some funding to expand the impact and reach of The Be Kind Pledge to media outlets and political leaders.

We estimate expenses will be about $1,280,000 based on the current operating budget.

BKPP is applying for the Elevate Prize to be able to expand our reach and impact because we think that elevating the level of discourse in this country is needed now more than ever before.

BKPP would benefit from additional diversity on our board.  Also, we have great tools but would benefit from support in getting our message out.  Lastly, we collect data but would benefit from additional metrics and data collection.