Small Foundation, Big Impact:
Redefining Philanthropic Power

In a world where foundation success is often measured in billions, the Robert Kerr Foundation proves that size isn't everything. “A decade in, we've proven that a small foundation can accomplish big things,” they boldly declare—and their track record backs it up.

Since 2010, this intentionally compact foundation has carved out a unique position in philanthropy by focusing on what truly matters: the indispensable stuff. While larger foundations cast wide nets, Kerr doubles down on precision, funding only organizations that address survival-level needs for children, adolescents, and the homeless.

Parcel’s rebrand leaned into this “power of small” positioning, creating an identity that celebrated focused impact over sprawling reach. The new brand system—including their website and newsletter “The Slant”—positioned smallness as a strategic advantage, not a limitation. Where others see constraints, Kerr sees clarity.

The rebrand amplified the foundation’s message that being small means being nimble, decisive, and urgently effective. The result? Increased visibility that attracts the right partners and a streamlined application process that gets resources where they’re needed most.