Racing for Kids

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At the Financial Communications Society, philanthropy is about making a better world for children

The Financial Communications Society’s mission statement is a model of conciseness: “Community, education, philanthropy.” As a long-time member, Carpenter Group has had a front-row view of that three-word mission in action—and, notably, the society’s commitment to creating a better world for children.

“To put it simply,” notes the FCS’s website, “we want our professional community to be more, to do more.”

Since 2000, the FCS has raised over $2.7 million for three child-focused charities through its annual Race for Kids ski weekend, held each January in Stowe, Vermont. The society’s national philanthropy platform also includes a charity golf tournament, chapter-based programs in San Francisco, Charlotte and New York, and funding for such organizations as Save the Children, UNICEF, Achilles Kids, Children’s Defense Fund, United Through Reading and Cradles to Crayons.

Race for Kids draws attendees from the financial marketing, advertising and media communities and their families. The three charities funded through its proceeds are:

  • Downey Side Adoption Agency, the only national adoption agency exclusively devoted to recruiting families for youth 7 to 17 years old who need permanent families.
  • Hope & Heroes, which funds the lifesaving work on childhood cancer and blood disorders at Columbia University Medical Center’s Division of Pediatric Hematology, Oncology and Stem Cell Transplantation.
  • Make-a-Wish Vermont, whose mission is to fulfill life-changing wishes and provide transformational experiences for children facing critical illnesses.

In addition to forums, panel discussions and presentations by senior industry executives, Race for Kids offers a wide range of family-friendly activities, both on-mountain and off-slope. At the Friday night dinner, families representing the three charities speak to the attendees and share their personal stories of hope and love. For many of those in the audience, it’s the most rewarding part of the weekend.

FCS’s good works began in a small community of professionals who recognized needs well beyond their circle and found a way to have an impact on the future. At Carpenter Group, we see in the FCS brand acts of kindness that could make a difference for generations to come as the young beneficiaries of their generosity pay it forward as adults.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.

The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.

Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.