This year, we are asked to do more than just hope for a better future; President Tom Kendo is calling on Optimists to build it. "Be The Change" is our 2025-2026 theme, a challenge to each of us to bring new energy, embrace change, and take personal responsibility for the future of our organization.
MISSION STATEMENT
By providing hope and positive vision, Optimists bring out the best in youth, our communities, and ourselves.
VISION STATEMENT
Optimist International will be recognized worldwide as the first volunteer organization that values all children and helps them develop to their full potential.
VALUES STATEMENT
Optimism
Optimism is at the heart of everything we do. We foster a shared sense of hope and resilience. We encourage positive action within ourselves and our communities and persist through difficulties with the belief we can create meaningful change, ensuring that we and those we serve can reach our fullest potential.
Respect
Through respectful interactions we value the unique contributions and inherent worth of every individual. We honor all people with dignity, compassion and care by embracing diversity and fostering a culture of inclusion.
Integrity
We uphold the highest standards of honesty, ethics and transparency in everything we do. We are accountable for our actions and follow through on our commitments. We conduct ourselves in all actions by doing what is right, even when it is difficult. We set a positive example and inspire others to follow.
Global Community
We embrace diversity, interconnectedness and shared humanity across all cultures, beliefs and borders. Our commitment to the global community encourages us to think beyond local solutions and consider the broader impact of our actions. By nurturing a spirit of cooperation and empathy, we work towards a better world together.
PURPOSES OF OPTIMIST INTERNATIONAL
To develop optimism as a philosophy of life utilizing the tenets of the Optimist Creed; to promote an active interest in good government and civic affairs; to inspire respect for the law; to promote patriotism and work for international agreement and friendship among all people; to aid and encourage the development of youth, in the belief that the giving of one’s self in service to others will advance the well-being of humankind, community life, and the world.
THE OPTIMIST CREED
Promise Yourself-
To be so strong that nothing can disturb your peace of mind.
To talk health, happiness, and prosperity to every person you meet.
To make all your friends feel that there is something in them.
To look at the sunny side of everything and make your optimism come true.
To think only of the best, to work only for the best, and to expect only the best.
To be just as enthusiastic about the success of others as you are about your own.
To forget the mistakes of the past and press on to the greater achievements of the future.
To wear a cheerful countenance at all times and give every living creature you meet a smile.
To give so much time to the improvement of yourself that you have no time to criticize others.
To be too large for worry, too noble for anger, too strong for fear, and too happy to permit the presence of trouble.
Optimist
Managing Editor Cheryl Brenn
Editor J. Ryne Danielson
Designer Jason Cook Editorial Office 4494 Lindell Blvd., St. Louis, MO 63108
Office (314) 371-6000 Fax (314) 371-6006
Email magazine@optimist.org
Generous support from the Optimist International Foundation made this publication possible.
Optimist (ISSN 1085-5017) (CPN 40032242) (USPS 808-320) is published quarterly in Fall, Winter, Spring and Summer by Optimist International, 4494 Lindell Blvd., St. Louis, MO 63108, a non-profit and incorporated association of Optimist Clubs in the United States, Canada, the Caribbean, Africa, Asia, Europe and South America. Periodicals posted at St. Louis, MO, and at additional mailing offices. Digital periodicals posted online at Optimist.org.
POSTMASTER:
Send address changes to The Optimist, 4494 Lindell Blvd., St. Louis, MO 63108.
Tom Kendo: A Passion for People and a Vision for the Future
by J. Ryne Danielson Communications Manager
To understand incoming Optimist International President Tom Kendo, you first need to understand his boundless energy. Described by his wife, Jennifer, as the "loud, gregarious life of the party," Tom brings a powerful enthusiasm to everything he does, fueled by a genuine love for people and deeply held belief in the power of optimism. It’s this combination of personality and principle that he plans to harness as he leads the organization into its next chapter.
A Foundation of Midwestern Values
Tom’s story begins in Wheeling, West Virginia, where he was born on a cold February day. As the oldest of three, he quickly assumed the role of a "born leader," guiding his siblings through a childhood shaped by strong Midwestern values. His family’s journey took them through Indiana and Pennsylvania before settling in Ohio, embedding in him a deep appreciation for community and hard work.
This drive led him to Washington & Jefferson College, where he graduated with honors in History, his sights set on a career in law. While studying at the University of Dayton School of Law, fate intervened in the form of a blind date with a business student named Jennifer. Though their personalities were different — his boisterous, hers more reserved — their connection was undeniable. They married in 1991 during an ice storm and built a life centered on family, raising their two children, Tom III and Allie, and immersing themselves in community service.
From driving instruments in a 26-foot box truck to being the "voice of the marching knights" for the
school band, Tom embraced every opportunity to support their children and their community. "He has always been a people person," Jennifer shared. "He believed in working hard, playing hard, and loved to make people laugh."
The Journey to Optimist Leadership
While Jennifer was the first to join an Optimist Club in 1990, Tom followed in 1993 after being invited to join at the Ohio District Convention. Once he joined, his passion for service and natural leadership abilities shone through. He quickly moved through the ranks of his local club, serving as Sergeant-at-Arms, President, and eventually Lieutenant Governor.
After years of dedicated service at the district level, Tom became Governor of the Ohio District for the 2017-2018 term, leading the district to Distinguished and Outstanding honors. He then brought his energy to the international stage, serving on and chairing multiple committees, including Governance, New Club Building, and Membership. His journey has been marked by a relentless drive to move the organization forward.
A Vision for Evolutionary Change
Now, as he steps into his role as President, Tom Kendo is not shying away from the challenges ahead. In his address to members, he offered a frank and honest assessment of the organization's struggles with declining membership and an outdated structure. Yet, true to his nature, his message was one of profound optimism.
"We need to be the change," he declared, outlining a vision rooted in what he calls "evolutionary change." Rather than dismantling the organization’s structure, he plans to adapt and strengthen it from the inside out. His action plan for 2025-2026 is a clear roadmap for revitalization.
Key priorities include:
• Membership Growth: A primary goal is to achieve a net-plus in membership by focusing on both retention through programs like CARE and aggressive growth through initiatives like the New Club Building Blitz.
• Reclaiming the Brand and Adapting to the Future: President Tom is passionate about ensuring the word "optimist" is synonymous with Optimist International. He advocates for stronger, consistent marketing and innovative outreach, as well as an innovative subscription model to engage those outside the traditional membership structure. Recognizing the need to connect with younger generations, he also plans to champion the growth of Young Adult Clubs and explore more flexible ways for people to engage with the organization’s mission.
• Collaborative Leadership: At the heart of his vision is a commitment to teamwork. He is building a diverse and empowered leadership team and fostering a collaborative environment to ensure every voice is heard.
As a husband, father, and now grandfather to baby Elliott, Tom Kendo’s life has always been about bringing out the best in others. He brings that same spirit to his presidency, driven by the understanding that "Our youth need us now more than ever."
In a time when "the world is a very complicated place," he calls on fellow members to embrace the core mission: "We as Optimists need to bring out the best in our youth, our communities, and ourselves." President Tom urges everyone to stay focused on their purpose and to remember why they became Optimists to begin with.
His leadership embodies the conviction that by working together, embracing necessary change, and leading with this positive vision, Optimists can ensure a vibrant and impactful future for generations to come.
“The future of Optimism is in our hands,” President Tom says, “so let’s get to work. Let’s have fun. And Let’s Be The Change!”
Tom with his wife Jennifer, son Tom and daughter Allie
Letter from the Editor
Recently I read Spencer Johnson’s insightful book, “Who Moved My Cheese?” It’s a simple story, but its message resonated with me so deeply that I asked the entire OI staff to read it as well.
We all have "cheese" we want out of life – for Optimist International, the cheese is successful service projects, thriving clubs, and engaged members. But the landscape of volunteerism is shifting, and what worked yesterday might not work tomorrow. Someone keeps moving the cheese!
Like the characters in the book, we face a choice: we can be hesitant and fearful of change, pining for the old days and seeking the cheese where it’s always been; or we can explore, learn to adapt and find new sources of cheese elsewhere.
This year, we have the pleasure of welcoming Tom Kendo as our 20252026 International President. As you just read in our feature story, Tom brings incredible enthusiasm and a genuine passion for people to his new role.
President Tom’s call to "Be the Change" truly embodies the message of the book, urging us not just to hope for a better future, but to build it.
As we begin a new Optimist Year, I want you to ask yourself, are you ready to let go of what isn't working and bravely seek something better?
How will you be the change?
Yours in Optimism,
Cheryl Brenn Executive Director
Calendar
A look at what’s coming up for Optimist International OCTOBER
• Optimist New Year
• Q1 Oct/Nov/Dec
NOVEMBER
• Optimist Junior Golf: Tournament of Champions
• World Kindness Day
• Giving Tuesday
• Optimist International Board of Director’s Meeting
