Lessing-Flynn Donates $25,000 in Marketing Services to Des Moines Children’s Museum

When a local institution like the Des Moines Children’s Museum prepares for a massive leap forward, it isn’t just about finding a bigger building—it’s about how they tell their story to the community they serve. The recent announcement that Lessing-Flynn is donating $25,000 in pro bono marketing services through its LF BrandKind initiative marks a pivotal moment for the museum. As Des Moines continues to evolve as a hub for family-centric growth, this partnership ensures that one of the city’s most imaginative nonprofits has the professional branding tools necessary to match the scale of its new physical footprint.

A Strategic Leap: From Valley West Mall to Seven Acres

To understand why this marketing infusion is so critical, one has to look at the trajectory of the Des Moines Children’s Museum. Founded in 2016 by local mothers Julie Burtnette and Laura Johnson, the organization began as a response to a void in the local landscape: the lack of engaging, educational activities for children in the Des Moines area. What started as a series of traveling exhibits eventually found a temporary home in Valley West Mall in 2017. The overwhelming response from the public forced the team to expand their footprint within the mall, proving that the appetite for play-based learning in Central Iowa was immense.

Now, in 2026, the museum is transitioning to a permanent site at the former Des Moines Golf and Country Club. This isn’t just a relocation; it is a total transformation. Moving from a mall setting to a facility featuring two levels and seven acres of outdoor space creates a massive opportunity for growth, but it likewise creates a communication challenge. How does a nonprofit effectively signal this transition to the public? This represents where the LF BrandKind program steps in. By providing a customized marketing and branding package, Lessing-Flynn—the nation’s longest-standing independent advertising agency—is helping the museum capture the “energy, imagination and joy” required to fill such a vast new space.

The Mechanics of LF BrandKind and the Nonprofit Landscape

The LF BrandKind initiative is more than just a one-time gift; it is a structured pro bono partnership designed specifically for 501(c)(3) nonprofits in the Des Moines metro and surrounding communities. According to Tom Flynn, CEO and president of Lessing-Flynn, the agency reviewed applications from nearly 50 nonprofits, highlighting the competitive nature of these resources and the sheer volume of impactful work happening across Central Iowa. The program’s philosophy is rooted in the belief that strong brands build strong communities, particularly for organizations that lack the budget of larger institutions.

The $25,000 in support is not a cash grant but a “custom scope of work” tailored to the recipient’s most urgent needs. For the Des Moines Children’s Museum, this likely involves a combination of brand strategy, messaging frameworks, and perhaps a brand refresh to align with their new permanent identity. In the broader context of nonprofit philanthropy, this model of “skills-based volunteering” is becoming increasingly valuable. Rather than simple donations, professional agencies provide high-level strategic assets that can lead to increased membership, higher donation rates, and better community engagement.

The Ripple Effect on Central Iowa’s Cultural Infrastructure

When an agency like Lessing-Flynn invests in a nonprofit, the benefits extend beyond the immediate recipient. The Des Moines Children’s Museum’s move to the former Des Moines Golf and Country Club site signals a broader trend of repurposing land for community-centric, educational use. As the museum scales up to offer lifelong learning through the power of play, it reinforces Des Moines’ commitment to early childhood development and creativity.

The partnership also sets a precedent for other agencies in the region. By formalizing a program like LF BrandKind, Lessing-Flynn demonstrates a sustainable way for the private sector to support the arts and culture sector. When a nonprofit’s brand is strengthened, its ability to attract grants and corporate sponsorships increases, creating a virtuous cycle of growth that benefits families across the entire metro area.

Navigating Local Growth: A Resource Guide for Des Moines Organizations

Given my background in analyzing regional economic shifts and community development, as Des Moines nonprofits scale—much like the museum’s move to a seven-acre site—they encounter specific operational hurdles. If your organization is experiencing a similar transition in the Des Moines area, you shouldn’t rely on generalists. You need specialized local expertise to navigate the complexities of scaling a nonprofit.

Here are the three types of local professionals you should prioritize when expanding your community impact:

Nonprofit Brand Strategists

Look for consultants who specialize specifically in 501(c)(3) frameworks rather than general commercial marketing. The ideal professional should have a proven track record of developing “messaging frameworks” that appeal to both individual donors and institutional grant-makers, ensuring your brand story translates into sustainable funding.

Land Use and Zoning Consultants

When moving into large-scale permanent spaces—especially those transitioning from private clubs or commercial sites—you need experts who understand Des Moines metro zoning laws. Prioritize professionals who can navigate the specific requirements for “educational” or “community” land use to avoid costly delays during the relocation process.

Capital Campaign Specialists

Scaling from a temporary mall location to a multi-level facility requires a sophisticated fundraising strategy. Seek out specialists experienced in “capital campaigns” who can facilitate you manage the transition from small-scale donations to the high-level philanthropy required to maintain several acres of outdoor and indoor educational space.

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