In 1999, Post Cereals wanted to explore the benefits of partnering with a youth-serving organization such as Boys & Girls Clubs of America (BGCA). Post and BGCA designed a program that provided 15,000 children the opportunity to join or renew their Club memberships. With an $85,000 donation by Post Cereals, BGCA was able to extend its reach to youngsters in urban areas.

Following this pilot program, a $3 million, three-year alliance was created. During 2000 and 2001, through the Foundations for the Future program, Post provided startup funds to 30 new or renovated Boys & Girls Clubs across the country in African-American and Hispanic urban communities. To celebrate this partnership, Post hosted community events at each of the 30 participating Clubs. In 2001, Post impacted 13 urban markets by sponsoring BGCA’s prestigious alumni outreach program that encouraged millions of former Club kids to return to their roots. To celebrate the partnership, Post hosted community events and BGCA baseball game days in each urban locale.