How The KEY Collective Got Its Start
The KEY Collective started in early 2017 with a $10,000 grant fund awarded by Exeter Hospital to assist in establishing the #areuin? card program.
KEY Collective’s Founder & Executive Director Kristyn LaFleur was working with the Seacoast Public Health Network on their Healthy Living Program, which educated her about non-profits at work in the community, and she had been speaking informally with local Pediatrician, Dr. Kristen Johnson, about their shared desire to give kids access to activities outside of school – sports, music lessons, or even art lessons – regardless of their family’s ability to pay, and as importantly, without the stigma of applying for financial aid.
By October 2017, the KEY Collective received a Project Play Champion Award from the Aspen Institute, nationally recognizing the #areuin? program as 1 of 7 emerging grassroots programs in youth sports at the Let’s Play Summit in Washington, DC.
The program has since partnered with over 25 agencies throughout the Seacoast, all of which already had scholarships available and in most cases were underutilized.
The KEY Collective began with a pilot program in the Exeter School District, reaching out to families who qualified for free or reduced lunch, to offer them the #areuin? card. The first year, information was sent to 500 kids, and 165 applied for a card.
“Many people don’t realize there is a large group of children in our schools whose families struggle financially, in some cases just to put food on the table, let alone pay for anything extra. Especially since the pandemic began, parents are realizing how much their kids need social, emotional and physical stimulation outside of school on a regular basis.”
– Kristyn LaFleur, Founder & Executive Director
Today, the #areuin? card program streamlines the eligibility process for obtaining scholarships and discounts for programs offered to students in youth sports and other related activities. The program is offered in the Exeter, Hampton, Portsmouth, and Seabrook school districts.
KEY stands for the KEY to Empowering Youth.
We are a Collective because we couldn't make a difference in youth lives without the collaboration of our program partners, community validators and donors/supporters. KEY has outstanding relationships with Hampton Parks & Recreation, Play Practice Basketball, Prescott Park Camp Encore, Portsmouth City Soccer Club, and many other amazing partner organizations.
Meet Our Founder
Kristyn LaFleur is a Seacoast New Hampshire native and is passionate about helping the youth in her community and beyond. After a successful 15-year career in sales & operations in the financial industry, Kristyn chose to stay at home to raise her sons, Brady and Shea, with husband Rick in East Kingston, NH.
As Kristyn's boys got older, she decided to go back to work part-time. Always feeling a sense to do something that would make a meaningful and long-lasting impact in her community, she founded The KEY Collective in 2017. What started as a grassroots effort has now turned into an organization looking to expand throughout NH.
When not running with all things KEY Collective, Kristyn enjoys spending quality time with family and friends, cooking and traveling.
Meet our Seacoast Community Manager
Kim Irwin is passionate about providing all kids access to the sports and activities that shaped her childhood on the NH Seacoast. Prior to joining KEY Collective, Kim worked for nonprofit and mission-driven businesses in program management, marketing and fundraising. She was drawn to KEY Collective’s mission and impact on the Seacoast community she calls home.
After volunteering for KEY Collective for nine months, the Seacoast Community Manager position opened up, and she jumped at the chance to get involved more deeply in the organization.
Kim resides in Brentwood, NH with her husband and son. Her family loves all things outdoors- including running, hiking and skiing- and enjoys spending family time in the White Mountains.