By Molly Snyder Senior Writer Published Aug 24, 2015 at 7:34 PM

The concept of kindness and acts of kindness are so prevalent in our society – in theory – but how often are they actually performed? And, moreover, how often is kindness rewarded?

Although rewarding kindness might seem to be the antithesis of kindness, that’s exactly what Unite4:Good (U4G), an organization based in Lincolshire, Ill., wants to do.

Recently, the group created a global platform dedicated to inspire, innovate and drive grassroots kindness.

"The goal is to build a community where we lay the foundation to empower individuals to perform acts of kindness as part of their day-to-day lives," says Dustin Clendenen, who has served as U4G’s content editor for one year.

In October 2015, the group officially launches its platform dedicated to providing positive content and opportunities to make a difference. Leading up to the launch, they are kicking off with a #WhereKindnessCounts competition to reward people for doing acts of kindness.

The contest invites individuals who are at least 18 years old to share original videos, photos and short articles about the impact of kindness and compassion in their day-to-day lives. Each week the editorial staff will review submissions and award contestants with $100. Four individual submissions will be chosen weekly.

In order to participate, people must first follow the group on Facebook, Twitter and Instagram. Then, they submit a video, photo or story documenting a form of kindness which could include a person performing an act of kindness, expressing gratitude, performing an act of service or doing something to take care of their community.

"The key is to do something that inspires you, the person who benefits from the act and anyone who hears about it," says Clendenen.

The contestant would next submit the entry on the website where each week the editorial team selects the four winners.

Kindness, known as a virtue, is a behavior marked by ethical characteristics, a pleasant disposition and concern for others. It is recognized as a value in many cultures and religions. In recent years, the concept of "random acts of kindness" have become more prevalent and inspired positive, sometimes spontaneous exchanges between people who are either acquainted or strangers.

OnMilwaukee.com has written about some of these acts that look place locally including this one involving a New York publisher and a Little Free Library, another act of kindness that involved money and even a local nurse who started a free hug movement

"Kindness is an expression of love, and love is what makes anything worthwhile," says Clendenen.


Molly Snyder started writing and publishing her work at the age 10, when her community newspaper printed her poem, "The Unicorn.” Since then, she's expanded beyond the subject of mythical creatures and written in many different mediums but, nearest and dearest to her heart, thousands of articles for OnMilwaukee.

Molly is a regular contributor to FOX6 News and numerous radio stations as well as the co-host of "Dandelions: A Podcast For Women.” She's received five Milwaukee Press Club Awards, served as the Pfister Narrator and is the Wisconsin State Fair’s Celebrity Cream Puff Eating Champion of 2019.