Dreams from My LibraryPALA 2016 - Directors II

John Chrastka @mrchrastka | @everylibrary

Building voter support for libraries

Voter AttitudesNationwide, of all voters:

37% will Definitely vote yes for the library37% will Probably vote yes for the library

26% will Probably or Definitely vote no or may vote either way.

Building voter support for libraries

Library Use Does Not Matter

If you focus your marketing and messaging to convince people to become users, you will alienate folks who don’t want to be, but still value who you are and what you do.

Building voter support for libraries

Library as Transformative Force

Your marketing and outreach needs to talk about what will happen, not only when it will happen. What are the expected and hoped-for outcomes?

Building voter support for libraries

Attitude - Not Demographics

While voter attitudes and perceptions about the library matters as much as their attitudes and perceptions of the librarians, not everyone cares a lot.

Building voter support for libraries

What Activates Voters?Seven Factors:

A Reason to Vote **

Mobilized

Personal Contact with Candidate or Issue*

Culture/Tradition/Habit of Voting*

Trust in Government

Decided to Vote

Weather/Access to PollsBuilding voter support for libraries

Building voter support for libraries

How Candidates “Surface”● Write the book● Tell their story● Be seen as an expert● Start an Exploratory Team● Get endorsed● Launch their Campaign

*What is Your Book?Strategic Plan

Management Plan

Service/Programs/Collections Plan

Fundraising Goals

Financials and Fiduciary

Building voter support for libraries

Building Your Plans

Plan A / B FramesPlan A = What happens in / for / to the community if it passes

Plan B = What happens if it fails

These are the official plans. One will be enacted on election or budget day. The other won’t.

Building voter support for libraries

Plan A / B FramesWe have a plan that...

● Is basic - needs stability● Is aspirational - needs growth● Is integral - advances several missions

The community needs the library to….● Partner● Incubators● Leverage

Building voter support for libraries

The Library as…

● Educational Partner● Economic Development Engine● Social Leveler ● Place of Discovery● Personal Refuge

Five Themes for Any Campaign

Building voter support for libraries

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“Transformative Force”The Library as Incubator

● Businesses● The Arts● Community Identity

Building voter support for libraries

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Anticipating How Your Audience Listens

Educational AlliesThree Messages

Library as Educational Partner, Library as Resource Extender, Library as Gap Filler

Building voter support for libraries

Social Welfare / ReligiousThree Messages:

Library as Resource Extender, Library as Third Place, Library as Start Point

Building voter support for libraries

Governmental PartnersThree Messages:

Library as Contact Place, Library as Info Point, Library in Common Cause

Building voter support for libraries

Civic PartnersThree Messages:

Library as Social Leveler, Library as Neutral Good, Library as [insert organizational cause]

Building voter support for libraries

Business PartnersThree Messages:

Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor

Building voter support for libraries

Local Politicians and Electeds

Key Message is the ‘extremely local’ and ‘constituent focused’ outcomes of the library’s budget.

Building voter support for libraries

Media and Local Blogs

Key Messaging is always your campaign themes and talking points.

Building voter support for libraries

Anticipating Your Opposition Before You Start

the Plan

OppositionWho opposes libraries? And librarians?

● Against Taxes● Against the Staff or Leadership● Community “Zero Sum” Groups● Anti-Access

Building voter support for libraries

OppositionWho opposes libraries? And librarians?

● Against Taxes● Against the Staff or Leadership● Community “Zero Sum” Groups● Anti-Access

1. Small and Leaderless?2. Organized but Unsupported

3. A National Action Building voter support for libraries

Messaging that WorksThe Librarians who....

“Perception of the Librarian”

Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution.

Building voter support for libraries

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“The Passionate Librarian”

We are the Librarians who….

… find a job… learn to read… connect with family

Let me tell you about my librarians….

Building voter support for libraries

Train Your Staff

Read and Talk about Plan A and Plan B

● What is in the Plans for the whole system?

● What is in the Plans for your branch/town

● Who is going to be uncomfortable with this?

● Talk about objections and opposition

● Develop neighborhood level messagingBuilding voter support for libraries

To Library Users:● “As you know...”● Personal Value Proposition● Value for Other● Activation as a Voter

To Non-Users:● “As you can imagine...”● Value to/for “Other”● Satisfaction as a Voter

Remember – Use Does Not Matter

Building voter support for libraries

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John Chrastka EveryLibrary

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@everylibrary

Building voter support for libraries

Thank You