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July 17th, 2015

Kiwanis:
Traversing the Charitable Dilemma
ENG 307: Writing for Mgmt., PR, & the Professions
Alayna Stein

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Executive Summary
Kiwanis International is an international non-profit organization dedicated to serving the
children of the world. After 100 years of service, the organization has over 16,000 sponsored
clubs and over 600,000 members located in 80 different nations around the world. Kiwanis has
multiple sponsored organizations for volunteers of all ages and abilities. Its adult clubs include
Kiwanis, Circle K International, and Aktion club. Circle K International is the largest student led
collegiate service organization in the world and Aktion club is the only service club for adults
living with disabilities. Additionally, Kiwanis sponsors Key club, the oldest and largest service
organization for teens, Builders club for adolescents, and Kiwanis Kids for elementary students
(Kiwanis fact sheet, 2013). Kiwaniss major corporate partners include Landscape Structures,
Nickelodeon, U.S. Army, Rustic Pathways, Scholastic, and Up with People, and their preferred
charities include Boys & Girls clubs of America and Canada, Boy Scouts of America, Childrens
Miracle Network, March of Dimes, and UNICEF (Partnership opportunities, 2013). Through
analysis of both internal (those associated with the organization) and external (those not
associated with the organization) audiences, the rhetorical appeals of ethos and pathos, and
specific language within the artifacts found on Kiwanis Internationals website, the key
messages of the organization were found to be tradition, development, collaboration, and
excellence. The thorough appeals of each of these key messages to all of Kiwaniss potential
audiences show how these messages reflect the practice of equal treatment and thus
organizational transparency, or acting visibly and understandably at every level (Transparency
International, 2015).

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Introduction
Most companies agree that it is virtuous to give back to the community. This form of
community service is often practiced by taking a small percentage out of every dollar of
employees paychecks in order to fill a quota for charitable giving. Companies like Festival
Foods ask that employees give a portion of every pay check to their charity partners such as
United Way. These partnerships appear purely altruistic in the public eye, however a debate
exists over the concept of true pure altruism, especially when considering corporate
partnerships. For example, many researchers have theorized that, aid is directed at those who
are not necessarily needy or distressed, but desirable, cooperative social partners where help
is used to improve the reputation of the giver as a collaborator and for social affiliation
motives, to foster cooperative partnerships that benefit survival and success in group-life
(Hauser, Preston & Stansfield, 2014, p. 1295-1296). Many charities are faced with the
dilemma of upholding values of goodwill and selflessness while simultaneously fulfilling the
financial needs to make the visions of the service organization a reality. As a result, some
service organizations, such as Goodwill and The Salvation Army, have wound up in law suits
regarding their organizations lacking transparency in their practices, often being accused of
inappropriately allocating private and government funding (Adams, 2013; Otterman, 2014).
The purpose of this report is to show that Kiwanis Internationals key messages, as
determined through analysis of website artifacts as tradition, development, collaboration, and
excellence, serve to build rhetorical trust and credibility by asserting that the organization
maintains transparency at every level of the organization. Due to the subjective nature of the
debate over altruism, the purpose of this report is limited to a descriptive scope of the
organizations goals. While all of Kiwaniss key messages work collectively toward the
organizations mission, they separately serve unique purposes and will thus be analyzed
individually, followed by a holistic finding.
The audiences addressed in this report will be referred to as either internal or external
in nature. Internal audiences include current club members and leaders, Kiwanis employees,
and partners, while external audiences will include all other societal viewers (e.g. potential
members and partners, general citizens). Kiwaniss appeal to each audience serves a unique
purpose and is thus addressed differently in regards to their organizational website. External
audiences can find appropriate and accessible information about the organization from their
home page, written from an objective viewpoint. Alternatively, club leaders and members are
provided with resources from a linked webpage with the headline, KiwanisOne Member
Resources, while potential sponsors and donors are directed to the Kiwanis International
Foundation webpage, written with what rhetorical researchers Isaksson and Jorgensen refer to
as self-promoting and empathetic language (we and us-attitude), along with imperative verbs
such as join and become (2010, p. 133-134).
Kiwaniss key messages were determined using content from their organizational
website and the language used to construct such content. Table 1 shows the keywords
established for assistance in identifying key messages within the artifacts.

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Table 1. Keywords used to identify Kiwanis key messages

Tradition
Forever
Permanent
Decades
Patriotism
Century
History
Identity

Development
Tomorrow
Change
First
Ahead
Strengthen
Expand
Future
Improvement
Continuous

Collaboration
International
Relationships
Cooperate
Share(d)
Unite
Together
Partnership
Teamwork
Assist

Excellence
Value(s)
Golden rule
Higher
Standards
Righteousness
Idealism
Distinguished
Better, Best
Integrity
Goodwill

Tradition
Founded in 1915, Kiwanis International recently celebrated a century of service. To
many, the Kiwanis name is not unfamiliar, as their legacy has transcended decades and
continents. Kiwaniss value of tradition is evident throughout its webpage and in its language
reflecting pride and confidence in the Kiwanis Family and its organizational goals.
To the external audience, Kiwanis makes their key message of tradition accessible as an
appeal to investors who value tradition and desire stability in their investments. This value is
reiterated through Kiwaniss description of their values that are listed on the Kiwanis Objects
webpage, Through the decades, they have remained unchanged (Appendix 1). The key
message of tradition is also reflected in the July 2015 article discussing the recent election of
the new Kiwanis International president at the organizations 100th annual convention. The
article refers to many elected members and their long-term dedication to the organization and
its legacy (Appendix 2). To potential members and investors, these examples show the strength
and longevity of the organization, appealing to the human desire for stability and security.
To the internal audience, Kiwaniss key message of tradition appeals to the conservative
values and pride of the long-term members. In a recent congratulatory letter found on
Kiwaniss Member Resources website, President Obama thanks and recognizes Kiwanis for a
century of service (Appendix 3). Kiwanis appeals to members to strengthen recognition of their
name and legacy by encouraging the use of brand guides to build the Kiwanis brand through
consistent visual representations in compensation for the fact that Kiwanians have unique
reasons why they became and remain members (Appendix 4). Pride and recognition of the Kiwanis
name is evident in the Foundation homepage and distinguished criteria, using terms such as
forever and Proud Past, Bright Future (Appendix 5; Appendix 6).

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These examples show how the organization maintains its tradition as a key message to
both internal and external audiences as a need to set an example of foundational solidarity and
establishment as a way of appearing trustworthy to investors, therefore maintaining
transparency in its practices.
Development
In addition to creating credibility through traditions and legacy, Kiwanis also attempts to
reach a broader audience through the key message of development. Kiwanis shows its ability to
carry the flexibility necessary to endure through change while preserving the goals and
objectives of the organization.
With members at every age and level, it is important for Kiwanis to appeal to a variety of
audiences. To the younger volunteers, Kiwanis shows the key message of development through
the social change the organization has embraced. Kiwanis proudly displays on their front page
an article reporting the recent election of the first female president of the organization
(Appendix 2). To its leaders, Kiwanis reflects the key message of development by calling to
action, promoting and inspiring through language and the rhetorical appeal of pathos. The
Formula is an initiative that Kiwanis promotes as a method of expanding the reach of service
from within its clubs. The Formula Brand Guide continuously reflects developmental language
such as strengthen, expand, future, continuous improvement, catalyst, and change
(Appendix 4). Similarly, Kiwanis provides leaders and members with inspirational videos that
reflect the key message of development through language such as future and change the
world alongside images of clubs successfully developing neighborhoods, appealing to the
emotion of accomplishment and joy (Appendix 7). To external audiences, such as potential
investors, Kiwaniss developmental messages reflecting a change the world attitude can also
be found on the Foundation webpage with words like extending and You change childrens
lives as a way of showing investors how they can be part of the organizations key message to
develop.
Collaboration
In order to initiate the change that Kiwanis recognizes as a goal and a necessity, they
appeal to potential members and investors through the key message of collaboration. One way
Kiwanis achieves this collective global effort is through extending its international impact. On
the organizations front page, seven language headers provide links to all of the international
webpages, appealing to individuals of all backgrounds (Appendix 8). This shows Kiwaniss
diversity and truly inclusive methods of creating collaboration.
Kiwaniss need for external investments is a roadblock that all non-profit organizations
face. Kiwaniss appeal to ultimate collaboration, not just through financial needs is one way
that the organization ensures transparency in its practices. This is reflected in the Kiwanis
International Foundation mission statement, To assist Kiwanis International in serving the
children of the world (Appendix 5). The key message of collaboration is also reflected in
Kiwaniss appeal to the investors benefit from the charitable association of becoming a

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partner. Some of the keywords found on the corporate partner webpage include share and
partnership. Kiwanis also effectively creates empathy in using Isaksson and Jorgensens weattitude in their appeal to potential partners, Join usand become a part of changing
childrens lives. Were eager to help you learn more about a customized corporate partnership
designed to help you reach your marketing objectives (2010, p.133-134; Appendix 9). Kiwanis
further displays their transparency and combats this shallow associative appeal through their
Accountability webpage, paralleling the importance of a donors confidence with their
members basic right to transparency (Appendix 10).
For the members, Kiwanis shows that there is nothing more important than
collaboration. In their inspirational video, Kiwanis repeatedly uses language such as, shared,
unite, and together as an attempt to give members confidence in their collective efforts
(Appendix 7). This ideal is also reflected in the Formula Brand Guide, where Kiwanis appeals to
the collaboration of members, When members share Kiwanis with others, their clubs become
stronger, new clubs open and communities benefit from stronger, better Kiwanis service (Appendix 4).

Excellence
Perhaps the most important key message to Kiwaniss identity is that of Excellence.
Guiding its most foundational moral structure, this key message is transparently displayed to
both internal and external audiences. Nowhere on Kiwaniss website is the key message of
excellence more evident than in the values and objects of Kiwanis International. Excellence in
language is repeated throughout with keywords such as, high standards, values, golden
rule, righteousness, idealism, and goodwill. Each of Kiwaniss objectives reflects the key
message of excellence, showing the ultimate goal of creating a better society and changing the
world for the better (Appendix 1). President Obamas letter creates excellence through
association for Kiwanis, and additionally includes keywords that reflect excellence (Appendix 3).
An important aspect of Kiwaniss accountability webpage is the importance it places on
integrity, which is additionally represented through Kiwaniss GuideStar participant status.
GuideStar is a non-profit online database that provides trusted non-profit information.
GuideStars mission statement is, To revolutionize philanthropy by providing information that
advances transparency, enables users to make better decisions, and encourages charitable
giving (2015). For Kiwanis members, the organizations accountability offers the assurance
that they are volunteering for an organization that reflects excellence through their statement,
The Kiwanis International Foundation places the highest priority on integrity and transparency.
Our members deserve nothing less (Appendix 10). Further, the members are supported by
having their excellence recognized as a reflection of the organizations goals. Each club and
member has the opportunity to be recognized as distinguished by meeting the distinguished
criteria. This recognition maintains transparency through the use of unbiased objective
language such as the club as opposed to your or our clubs (Appendix 6).

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Conclusion
In conclusion, analysis of Kiwanis Internationals key messages and rhetorical strategies
shows the organizations attempts to maintain transparency while simultaneously attempting
to meet the organizations financial and societal goals. Both internal and external audiences are
addressed through all of Kiwaniss key messages and are thus determined as equally deserving
of transparency, integrity and inclusion in the efforts of the organization. Faced with the
struggle of being a successful non-profit while preserving the organizations moral standards,
Kiwanis Internationals key messages represent the organizations long-term achievement of
this balance, and a convincing argument for the existence of true altruism.

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References
Adams, S. (2013, July 30). Does Goodwill Industries exploit disabled workers? Forbes. Retrieved
from http://www.forbes.com/sites/susanadams/2013/07/30/does-goodwill-industriesexploit-disabled-workers/
Association of Fundraising Professionals. (2011). Kiwanis International Foundation
Accountability. Retrieved from
http://www.kiwanis.org/foundation/accountability#.VadKyPlqDNU
GuideStar. (2015). About us. Retrieved from http://www.guidestar.org/rxg/about-us/index.aspx
Hauser, D. J., Preston, S.D., & Stansfield, R. B. (2014). Altruism in the wild: When affiliative
motives to help positive people overtake empathic motives to help the distressed.
Journal of Experimental Psychology: General, 143(3), 1295-1305.
http://dx.doi.org/10.1037/a0035464
Isaksson, M. & Jorgensen, P.E.F. (2010). Communicating corporate ethos on the web: The selfpresentation of PR agencies. Journal of Business Communication, 47(2), 119-140.
http//dx.doi.org/ 10.1177/0021943610364516
Kiwanis International. (2015, July 16). President Obama congratulates Kiwanis on a century of
service. KiwanisOne headlines. Retrieved from
http://www.kiwanis.org/kiwanisone/about-us/news-blog/kiwanisoneblog/2015/07/16/president-obama-congratulates-kiwanis-on-a-century-ofservice#.Vak_qflViko

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Kiwanis International. (2015, July 2). Kiwanis International Dateline Kiwanis International
delegates make history, elect first female president of organization at 100th annual
convention. Kiwanis magazine. Retrieved from
http://www.kiwanis.org/kiwanisone/kiwanis-magazine/ki-dateline/kidateline/2015/07/02/kiwanis-international-delegates-make-history-elect-first-femalepresident-of-organization-at-100th-annual-convention#.Vak-ZvlViko
Kiwanis International. (2014-15). KiwanisOne member resources Distinguished criteria.
Retrieved from http://www.kiwanis.org/kiwanisone/lead/distinguishedcriteria#.VagwGflqDNU
Kiwanis International. (2014, October 9). The formula brand guide. Retrieved from
http://www.kiwanis.org/kiwanisone/promote-your-club/kiwanis-brand-styleguides/logos-and-graphics#.ValAWflViko
Kiwanis International. (2014, August). Share your Kiwanis impact. Retrieved from
https://vimeo.com/101541312?ref=fb-share
Kiwanis International. (2013). Become a partner. Retrieved from
http://www.kiwanis.org/kiwanis/aboutkiwanis/partners/becomepartner#.VadHsPlqDNU
Kiwanis International. (2013). Home. Retrieved from http://www.kiwanis.org/
Kiwanis International. (2013). Kiwanis fact sheet. Retrieved from
http://www.kiwanis.org/kiwanis/about-kiwanis#.Valv6flViko

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Kiwanis International. (2013). Kiwanis International Foundation. Retrieved from

http://www.kiwanis.org/foundation
Kiwanis International. (2013). Our values - Kiwanis objects. Retrieved from
http://www.kiwanis.org/kiwanis/about-kiwanis/ourvalues#.Vag0WflqDNU
Kiwanis International. (2013). Partnership Opportunities. Retrieved from
http://www.kiwanis.org/kiwanis/about-kiwanis/partners#.Valwo_lViko
Otterman, S. (2014, March 18). Salvation Army settles lawsuit on religious discrimination. The
New York Times. Retrieved from
http://www.nytimes.com/2014/03/19/nyregion/salvation-army-settles-lawsuit-onreligious-discrimination.html
Transparency International. (2015). What is transparency? Retrieved from
https://www.transparency.org/what-is-corruption/#what-is-transparency

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Appendix 1

Artifact 1: Kiwanis Objects website.

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Appendix 2

Artifact 2: Kiwanis International July History is made article.

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Appendix 3

Artifact 3: Excerpt of letter of congratulations from President Obama.

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Appendix 4

Artifact 4: The Formula Brand Guide. The above screen capture is of a single page from a 14-page
PDF filed under logos and graphics on Kiwaniss Member Resources site.

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Appendix 5

Artifact 5: Kiwanis International Foundation website.

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Appendix 6

Artifact 6: Kiwanis Internationals distinguished program, district, club, member criteria. The
above screen capture is of a PDF filed under the Lead headline on Kiwaniss Member
Resources site.

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Appendix 7

Artifact 7: Share your Kiwanis Impact video. The above screen capture is of a video filed under
resources on Kiwaniss Member Resources site.

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Appendix 8

Artifact 8: Seven translation headers. The above screen capture is of the language options on
Kiwanis Internationals homepage.

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Appendix 9

Artifact 9: Become a Partner webpage.

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Appendix 10

Artifact 10: Kiwanis International Foundation Accountability website.