How is this significantly different from the Lions Club and Kiwanis, crossed with the local atheist organization?

I see how it's more rationalist-oriented than the Kiwanis, and more service-oriented than the Atheist Club. And they could probably get more charitable value for money by focusing on high-utility causes - if the rationalists were high-level enough, which the sort of people who respond to "rationalist club" ads might not be. But does "altruist rationalists" correspond to such a significant cluster in personspace that they need their own club? And is this just "we should start a fraternal organization"?

These clubs are interesting and do some good work, but I don't hear people speaking of them in the same breath as religion (except maybe when they get mystical, like the Freemasons).