When a national brand, a community organization or a school has a problem it wants to solve – but does not know how to turn that goal into a working program – CustomED steps in.
The Collingswood-based nonprofit specializes in designing educational events and experiences for audiences ranging from elementary school students to older adults. During its roughly 15-year history, CustomED has designed or supported about 100 programs and initiatives for partners that include Nike, the NFL, the National Dairy Council, Feeding America, Drexel University and smaller local organizations.
“Our mission is to make a difference by creating educational opportunities for audiences of all ages,” says Katie Boyles, chief engagement officer at CustomED. “We work with everyone from elementary school students to elder-care organizations because we’re interested in creating learners for life.”
“At its core, CustomED is focused on creating community in order to make a positive impact – and what that looks like can differ depending on whom we’re working with,” she adds.
That flexibility is central to CustomED’s work. The organization does not arrive with one standard program and apply it to every partner. Instead, its team begins by learning what an organization hopes to accomplish, who it wants to reach and what may be standing in the way.
“Sometimes people don’t even know what they want,” says Boyles. “They may know exactly what outcome they’re looking for and say, ‘We want to see an increase in this,’ or they may come to us and say, ‘I have no idea.’ That’s why the discovery phase is so important.”
CustomED talks with the people closest to each issue. For school programs, that can mean teachers, students, administrators and school districts. When working with a company, the nonprofit may interview employees and members of the community the company hopes to serve.
“It’s about talking to people, truly listening and ensuring that what we hear is reflected and addressed in the programming we create,” says Boyles. “I think that’s where the magic happens. It helps ensure that our work is effective and genuinely makes a difference.”
The finished product may be an event, workshop, online curriculum, website, mailed kit or collection of lesson plans.
Nike provides one example of how that process works. CustomED’s relationship with the company began through Nike Game Growers, a national initiative designed to address the gap in girls’ participation in sports.
“We learned a great deal about the effects of girls not participating in sports,” says Boyles. “Educators raised concerns about the impact on girls’ mental and physical health, their sense of community within the school and gender disparities.”
As part of the program CustomED designed, pairs of girls from schools around the country were invited to propose and develop activities for their communities. Nike connected them with WNBA teams in their regions and brought participants to its world headquarters. The girls learned to gather data about their projects, giving them a way to demonstrate the difference they had made.
“We found that when students designed and led the programs themselves, they were more likely to follow through,” says Boyles. “They also felt more empowered because they were taking charge and leading the work.”
That relationship later led to CustomED working on more programs with Nike, all about getting more kids involved in sports.
“Their philosophy was, ‘If you have a body, you’re an athlete,’” says Boyles. “They wanted to create more opportunities for all students to participate.”
Other CustomED partnerships address very different needs. Feeding America knew milk was one of the most requested items at local food banks, but communication gaps made it difficult for food banks and dairy processors to work together. CustomED organized symposiums on the East Coast, West Coast and in the Midwest, bringing the groups into the same room to identify problems and develop solutions. It then turned the information gathered into a toolkit that other food banks and processors could use.
The nonprofit’s roots can be traced in part to Fuel Up to Play 60, an initiative of the NFL and National Dairy Council. CustomED helped build their school wellness program from the ground up, developing online educational experiences that taught students about physical activity, healthy eating and long-term health. The partnership lasted about a decade.
“That partnership is really how CustomED was born,” says Boyles.
CustomED brings its mission home to Collingswood through ExtraordinaryED, a toy store offering educational, social and interactive toys, games and puzzles without plugs, batteries or screens. The store has become a community resource, including for families of neurodivergent children.
“ExtraordinaryED isn’t just a store that sells toys to children,” says Boyles. “It’s a core part of the community.”
“We’re looking to make an impact creatively, approach challenges differently and help people be more thoughtful,” says Boyles. “That’s how meaningful change happens, and that’s how we want to make a difference in our communities.”
