The Toronto Public Library launched its young patrons club, the New Collection, on January 19 with an event called “Inside the White House with Jodi Kantor” at the Toronto Reference Library’s Bram and Bluma Appel Salon. Aimed at the next generation of donors, the organization invited 150 young influencers and press and to hear New York Times reporter Jodi Kantor discuss her book, The Obamas. “We wanted to give guests a taste of what [a New Collection] membership would be like,” said Julie Flynn-Still, director of development and strategic partnerships at the Toronto Public Library Foundation.
A test-run of sorts, the Toronto Public Library used the inaugural event to do some market research. “We wanted to network with these young Torontonians,” Flynn-Still said. “Is this something that would appeal to them?” The answer, it seemed, was yes. About 25 attendees—a quarter of the Toronto Public Library’s goal for the year—signed up for membership on the spot. Flynn-Still has already started planning the next New Collection event, this time for members only. “I want the momentum to continue,” she said.
Designed to appeal to the under-40 crowd (a requirement of membership), the New Collection will employ a new set of fund-raising tactics for the Toronto Public Library. “It differs from a lot of our other strategies,” Flynn-Still said. “It will mainly be about events and peer-to-peer fund-raising.” Events will include exclusive author readings, book launches, and dinners.
“Inside the White House with Jodi Kantor” started with a cocktail reception. Kantor was interviewed onstage by Toronto Life editor in chief Sarah Fulford before a Q&A session with guests.
