Angel Tolentino

A 90 second promotional video about the Library Foundation of Los Angeles and their program ALOUD created to entice new attendees into obtaining membership while reiterating its value to retain previous members.

Of all the LFLA programs, the ALOUD program is the foundation’s best platform to showcase its values. We were tasked with managing ALOUD's Retention and Donors, with which we decided to tackle the issues regarding membership. We needed to redefine member affiliation with LFLA that feels like they are still part of the mission-driven organization, clarifying what their support makes possible rather than what they get in return.

We ran into three key insights with the membership. The current system is confusing, overly complex, and outdated which provided a chacnce for clarity. Additionally, many subject matter expert interviews urged us to promote LFLA and the membership using storytelling. Finally, having gone to events illuminated the opportunity to highlight the in-person donation experience in the library.

Our solution is a 90 second promotional video that clarifies the work that the Library Foundation does, and how the support of membership, donations, and attendance helps continue it.
We envisioned it to be played at the beginning of ALOUD programming and possibly living on the website and social media. It allows LFLA to clarify the spirit of the membership, promote storytelling, and highlight donations during the in-person event which are all backed by our insights.