Kurt Aschermann has more than 30 years experience as a marketing and resource development professional.  As Chief Marketing Officer and Managing Director, Corporate Opportunities Group for Boys & Girls Clubs of America, he supervises a staff dedicated to developing and managing cause-related marketing, celebrity management, design and production, public relations, inter and intra-net operations, and editorial services.  He serves as the primary brand manager for the Boys & Girls Clubs Movement. Formerly Aschermann served as Senior Vice President for Resource Development.

As manager of the Boys & Girls Clubs brand, Aschermann has focused on increasing awareness to external audiences, and providing resources and value to local Clubs, the internal audience. Activity designed to foster cooperation between national and local has succeeded to a great extent because national marketing has focused on emphasizing the good work being done with children in the Clubs.  Synergistic programs that provide money and awareness for both national and local have increased dramatically since the strategy was implemented.  In a recent survey of local Club Executive Directors, marketing services and brand enhancement were rated the highest benefit received from the national office by a vast majority of Clubs.

  Also serving as managing director of the Corporate Opportunities Group in the Marketing Department, he has created and implemented a strategy making B&GCA the leader in cause related marketing and corporate partnerships in the non-profit community.  Alliances with Coca-Cola ($60 million), JCPenney ($7 million), Circuit City ($3 million), Crest/P&G ($3.3 million), Major League Baseball (official charity status; $1.5 million, annual ad campaign), Compaq ($7.5 million), Microsoft ($100 million), The Sports Authority ($3.3 million), and many others, have resulted from the strategy, in hundreds of millions of dollars raised for the organization and unprecedented awareness for the Boys & Girls Clubs Movement.  Aschermann is the creator of the “Pyramid of Felt Needs” and “Got It, Need It, Can’t Do It Expectations Management System,” the primary tools for non-profit/for-profit program development.

Aschermann was the architect of the reorganization plan of the National Board of Governors of Boys & Girls Clubs of America in the mid-nineties.  Using a unique group dynamic system called “Energy Sessions,” Aschermann guided the old Board of Directors to re-invent itself as an effective fund raising and brand management board, with high expectations and clear goals. With an established goal of becoming the most prestigious non-profit Board in America by the year 2000, it is recognized the goal was achieved two years ahead of schedule.

In addition, his department produces the public service advertisement (PSA) campaigns featuring B&GCA spokespersons Denzel Washington, Tara Lipinski, Shaquille O’Neal, General Colin Powell and Ken Griffey Jr.  He also works closely with corporate partners on their ad campaigns to inculcate Boys & Girls Clubs messaging where possible.

He has been a teacher, worked in government/politics and for March of Dimes; he also has consulted to various for-profit and non-profit groups.  He is a well-known speaker and lecturer on non-profit/for-profit relations and has authored several articles about the changing donor environment and new economic realties of non-profit management.  

Aschermann is also the co-author of two books Coaching Kids to Play Baseball and Softball and Coaching Kids to Play Soccer, both published by Simon & Schuster.  He earned a Bachelor of Science degree from Springfield College in Springfield, Massachusetts in 1971. He has three children ages 18,21, 23 and lives in Atlanta.

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