By Floyd Keene, Triple EEE Foundation

The world of philanthropy is changing. Welcome to this new world, Exponent Philanthropy.

As the Association of Small Foundations (ASF) changes its name, the Triple EEE Foundation is both supportive and very excited about the reality encompassed by the new brand. Here in the Chicago suburbs, our foundation has for years tried to impact the world in a way far beyond our means. Our old friend, ASF, has stood at our side and helped us. Now our new friend, Exponent Philanthropy, continues to stand there to help, but also to excite and to motivate us anew.

Our foundation’s deep respect for ASF started in 2000. That year I went to an ASF meeting in Chicago and attended an investing workshop. The workshop addressed impact investing, which was then called “mission investing.” I really don’t remember what exactly was said at that workshop, or the names of the speakers. But I do remember leaving the room thinking, “Wow! This mission investing idea is the most amazing concept I have heard in a long time.”

Thus, our foundation began a lengthy adventure with impact investing. We began with a Community Development CD, and then moved on to PRIs, MRIs, and public equities. By 2006 we were 100% impact invested. Then we began to encourage other foundations to consider impact investing. Along the way, we had several successes. Other foundations began to “impact the world” with more than just 5% of their assets.

Through it all, ASF was marching right along next to us. ASF gave us the idea, then continued to provide resources, encouragement, and connections. Through it all they were called ASF, yet they were changing. ASF did not change its brand, but it did change its actions. For years, ASF has been a leader in the field. Now, this week, ASF’s new, exciting, dynamic brand is finally catching up with its reality.

The same story exists for other “hot” philanthropic topics of today, like perpetuity, spending policy, and grant impact. ASF addressed these when they were nascent ideas; Exponent Philanthropy continues to engage them as hot, emerging trends.

There is one other very important aspect of ASF’s brand change: it is evolutionary, not revolutionary. Exponent Philanthropy will continue to do what ASF had done for almost two decades: help philanthropists leverage their resources and amplify their impact. Basic nuts and bolts programming will still be crucial. Moreover, ASF’s egalitarian culture (long the envy of many in the philanthropic world) will continue, now codified and solidified by Exponent Philanthropy’s written statement on core values.

In short, we now have a brand that builds on our strengths, but also equates with our dynamic nature. We have a brand that is bold and exciting, like we are. We have a brand, a mission, and core values that insist on keeping the best of the past while engaging the new, dynamic challenges of the future.

Exponent Philanthropy board secretary Floyd Keene is president and founder of The Triple EEE Foundation in Deerfield, IL. He received his bachelor’s and law degrees from the University of Wisconsin and, before leaving the business world, was a senior executive at Ameritech, a Fortune 500 company. He is a strong advocate of impact investing, and his foundation’s assets are currently 100% impact invested. Follow Floyd on Twitter @EEEFoundation.