My LA2050

Grants Challenge

$1,000,000 to make LA the best place to learn, create, play, connect, and live.


GIVE Los Angeles: charitable giving that unites and connects us in the city we love.

Los Angeles Magazine

GIVE Los Angeles: charitable giving that unites and connects us in the city we love.


Alzheimer's Greater Los Angeles, Children's Hospital Los Angeles, City of Hope, Kings Care Foundation, LA Family Housing, Leukemia & Lymphoma Society, Los Angeles Fire Department Foundation, Los Angeles Ronald McDonald House, Natural History Museum, Partnership for Los Angeles Schools, Piece by Piece, Present Now, RAND Corporation, United Way, XPRIZE, ...more to be added

About Your Proposal

In one sentence, please describe what your organization does.

L.A. magazine is the single most powerful media voice in the region, delivering content that encourages Angelenos to act, discover and connect in our city in ways that are most meaningful to them.

In one to three sentences, please describe your project proposal.

This winter, Los Angeles magazine is embarking on our most ambitious non-profit initiative, the GIVE Los Angeles Challenge. As a custom publication and online fundraising challenge, GIVE Los Angeles will connect passionate, engaged supporters with deserving non-profits, in an effort to encourage more local philanthropy. This is our public call to the people of L.A. to support local organizations by donating and/or volunteering.

How much are you applying for?


How will your proposal impact the following CONNECT metrics?

  • Social & emotional support
  • Cultural events
  • Public/open streets gatherings
  • Government responsiveness to residents’ needs
  • Public transit riders
  • Rates of volunteerism
  • Total number of local social media friends and connections Angelenos have

In what areas of Los Angeles will you be directly working?

County of Los Angeles (please select only if your project has a countywide benefit), City of Los Angeles (please select only if your project has a citywide benefit)

Describe in greater detail how your proposal will make LA the best place to CONNECT?

According to a 2016 study from the UCLA Luskin School for Public Affairs, Los Angeles is suffering from a 'Generosity Gap' and philanthropic giving in Los Angeles County has dropped over $1 billion from pre-Recession levels in 2006. This statistic, coupled with anecdotal conversations between business and civic leaders in the city, compelled the Editor-in-Chief and Publisher of Los Angeles magazine to propose a call to action for Angelenos to embrace local philanthropy by establishing the GIVE Los Angeles program. With a mission of informing citizens of the various nonprofit organizations available in the community and providing a way for nonprofits to share their stories, this program creates a platform to connect these important groups.

Receiving a grant through LA2050 will immediately lend credibility to this pilot program and ensure its financial success, which ultimately benefits all the nonprofit participants who will use GIVE Los Angeles to engage with donors, volunteers and potential benefactors.

Additionally, a grant from LA2050 will help conduct research by funding the collection of user data via the online giving challenge, to gain a better understand of giving patterns based on location, donation amounts and other demographics.

Ultimately, a grant from LA 2050 will provide a foundation for the GIVE Los Angeles program to transform the way Angelenos think about philanthropy. By engaging donors across the socioeconomic spectrum and connecting them with extraordinary nonprofits serving the Los Angeles community, GIVE Los Angeles will attempt to reverse the downward trend in civic giving in Los Angeles.

Please explain how you will define and measure success for your project.

The success of our Give Los Angeles program will be defined by meeting two goals: to connect Angelenos with nonprofits in their community and to provide a sustainable business model for the program to continue in the future.

In order to measure success in connecting Angelenos with nonprofits in the community, we will capture user data via the online Give Los Angeles Challenge to quantify how many donors are viewing nonprofit pages, sharing and engaging with the nonprofits on social media, and ultimately donating to each nonprofit partner. In addition to relying on online user data, we will also follow up with each nonprofit to assess how their organization was impacted by participating in the program - whether they saw increases in volunteers, increases in donations, establishment of new supporters, and inquiries into their services.

To reach our goal of providing a sustainable business model for Give Los Angeles to continue in the future, we will assess two key metrics: first, revenues must exceed the operating costs incurred by Los Angeles magazine to produce the program. Second, we hope 75% of participating nonprofits exceed cumulative donation levels of $5,900 (the cost to participate in the custom publication and online challenge.) If this goal is achieved, we believe the participants will view the program as a valuable addition to their organization and ensure participation in the future.

How can the LA2050 community and other stakeholders help your proposal succeed?

  • Money
  • Advisors/board members
  • Publicity/awareness
  • Community outreach
  • Network/relationship support