The Journey of City Leadership
City Leadership started as a project-based consulting organization, each initiative developing from the needs of Memphis clients.
The mission was to amplify the ongoing work throughout the city, enhancing the impact that a person or organization can have. Over the years, City Leadership has made a significant mark, but how did we get here?
Our campaigns may seem like standalone entities, but they all originate from the same organization: City Leadership. Everything is envisioned, developed, maintained, and funded under this umbrella. Let's take a look at the past to highlight some key moments in our timeline.
2010 - The Mission is Ignited:
We launched City Leadership with a clear goal: “Help the good guys do more good.” Believing deeply that everything rises and falls on leadership, our mission was to maximize community leadership and recruit the next generation of Memphis leaders. Today, that mission remains steadfast: to recruit, develop, and catalyze leaders for a growing, improving, and more loving Memphis.
2011 - Early Funding Challenges:
In the beginning, we had resources for just three full-time jobs and a free office. When one of our team left to pursue a PhD, it wasn't just a vacancy; it was an opportunity. Instead of filling one slot, we decided to hire six passionate, recent college graduates for one-year residencies. This choice wasn't just strategic; it shaped our future. City Leadership began to grow.
2012 - The Campaign of Invest and Enjoy Begins:
Choose901 is a movement born in October 2011 and brought to life by January 2012. By March of that year, our website was live, and the campaign to promote Memphis as the premier place to invest and enjoy life kicked off.
Our aim was to guide any college graduate within a 500-mile radius to opportunities in Memphis that could truly change lives. Today, it’s become a source of information for all Memphians. Whether it’s about the best job opportunities available, the best restaurants to try out, or just good news about the city, Choose901 has become a leading force in positivity for Memphis.
2013 - Teachers Get the Red Carpet Treatment:
Just six months after Choose901's launch, another need emerged: recruiting and retaining teachers. With a nationwide shortage, Memphis needed a campaign to clarify its educational needs and celebrate these vital leaders.
That's when we stepped in, creating Teach901. It was vital to ensure our teachers felt valued and supported, and Teach901 has become the broadest and most effective educator recruiting and retaining campaign in the city, helping countless teachers in their careers.
2015 - Merchandise Strategy:
Before 2015, if you wanted Memphis swag, your choices were limited to the Tiger Bookstore, FedEx Forum, or a souvenir shop.
We saw a strong desire to represent Memphis from its people, and we knew we needed to spearhead a new endeavor to meet these needs: Choose901 Merch.
Not only does Choose901 Merch enable Memphians to express their pride creatively, but it also fuels City Leadership. Every purchase contributes to the budget that supports all our work—from recruiting volunteers to supporting teachers and retaining leaders for Memphis.
It was a win-win for everyone, and people were lined up around the block to get their Memphis gear.
2016 - Serve901 Bunkhouse Opens:
Long before City Leadership formally started, John Carroll was hosting service trips to Memphis, beginning in spring 2005. This initiative was so popular, it later evolved into Serve901. It began with college groups coming to Memphis and sleeping on the floor in sleeping bags.
While here, the groups experienced the history and culture of the city while volunteering with Memphis nonprofits. We quickly recognized the need to expand and create a more positive experience for our volunteers.
Plus, having our own facility meant more ambassadors for Memphis and more opportunities for community service. Thanks to a generous $250K donation, we built a 114-person bunkhouse in Midtown, a hub that has hosted thousands and facilitated countless service hours.
2017 - A Vision for High School Graduates:
Much of our work revolves around schools, and by 2016, it was clear: graduates from high-performing K-12 schools weren't achieving success at the expected rates post-graduation.
Education is key to overcoming poverty, but a high school degree and college acceptance aren't always enough. We shifted our focus to ensure these milestones were steps toward long-term success, launching Choose901 Alumni.
It was designed to track graduates post graduation for 10 years, offering them mentorship, support, and creating a community in which they can thrive. Each year, over 400 new graduates enter our program, serving as one of the most innovative support systems for young people that Memphis has to offer. Today, we’ve connected hundreds of alumni to jobs and other opportunities.
2019 - A Campaign for Generosity:
By 2019, we could really see the effect of our campaigns in the community. People were beginning to view Memphis in a more positive light and truly enjoyed living here. It was time to implement the next step: investing generously in the city.
Give901 was born from a desire to provide people with a direct path to invest in nonprofits that need support, uplifting organizations with excellent teachers, innovative schools, and empowering mentors in underrepresented communities. We vetted and selected 10 organizations that shared our values.
Then, we created a way for people to invest an hour of time and an hour of pay each month to fuel these deserving nonprofits. We believe that enjoying a city means investing back into it, and that's the essence of Give901.
What’s Next?
We’re incredibly proud to have served Memphis since 2010, and we’re even more excited about what the future holds. But we can’t do it alone. We need more leaders like you to join us in our mission: to build a growing, improving, and more loving Memphis. You can play a role in shaping a city that grows, improves, and loves more each day. Now is the time. Memphis is the place.
