CASE STUDY
Volunteer LA
The Rallying Cry.
In 2015, the Corporation for National and Community Service found that only 19.7% of Los Angeles-Metro residents were actively volunteering. This placed them 46th out of the 51 surveyed metropolitan areas nationwide. Looking ahead towards the 2028 LA-hosted Olympic Games, Mayor Garcetti and the city of Los Angeles approached Brand Knew, looking for a way to meaningfully and positively impact this statistic, tapping into the city’s substantial resident resources and encouraging them towards becoming more civically engaged.
People with Purpose.
With a Los Angeles population known for its outspoken support of women’s rights, fair immigration policies, sustainability and other progressive issues, Brand Knew was convinced that these disappointing stats were not a genuine representation of the LA community. While Angelenos have shared a strongly organic passion for civic duty and engagement, there hasn’t been a simple way to discover interest-based community opportunities or get involved. The city was in need of a tool that would harness this raw, disorganized energy and funnel it into meaningful action.
A Community Connected.
Brand Knew conceived of and developed VolunteerLA, an easily navigable hub for identifying and engaging with volunteer opportunities throughout Los Angeles. As a one-stop digital resource, residents can now explore, register for, and take action on social issues that matter most to them. With a variety of opportunities, ranging from youth mentorship to homelessness programs, the portal attracts a wide range of individuals, with a focus on local leaders, passionate millennials, and social activists.
As the 2028 Games slowly approach, the City of Los Angeles is leveraging VolunteerLA as the main organized driver of community volunteer engagement, connecting nearly 13 million residents, inspiring change in the community one action at a time. And this LA program now serves as an effective archetype for aspiring programs in other major metropolitan cities across the United States.