Telling Your Story

1. Telling Your Story Selling the Public on Library Bond Issues

2. Presented by: Patti R. Watson Cooney, Watson & Associates, Inc.

3. When We Started in 2002 • More enthusiasm • More grassroots support • Statewide awareness campaign • More media money ($7,000+) • More earned media opportunities

4. 2002 Results: • Overall voter approval increased by 6.3% • GO Bond measure passed in all but 7 counties • Voter approval of the measure increased in every county

5. 2008 Campaign • Fourth general obligation bond library bond issue in 6 years – one in 2002, one in 2004, one in 2006 and this measure • Formulas and distribution of funding had gone through challenges and some set-backs • Some libraries had their budgets cut as a result of the bonds • The economy was spiraling downward

6. 2008 Campaign • A lot less grassroots enthusiasm and support • A lot less funding • Given inaccurate information – had to provide new numbers to media and pr was late • Fewer distinct earned media opportunities • Less distinction of Library bond from others

7. 2008 Results • Bond B passed by very narrow margin • Voter approval was significantly less than in 2006 in 7 counties • Future library bond issues in jeopardy

8. What Went Right in 2008 • Campaign materials were positive and catchy • Upbeat radio spots in English and Spanish • Print ads, bookmarks • Put print materials on GO Bond website for uploads

9. What Went Wrong in 2008 • Delay in fundraising hurt our ability to place media • Inaccurate numbers slowed down customized press releases • Lack of internal support caused us to miss speaking/media interview opportunities

10. What Can Libraries Doto Regain Ground? • “Mechanical” problems with funding through the bonds need to be fixed • Library budgets cannot and should not be cut due to bond funding • There must be more support for libraries not only from staff, but also from their constituencies

11. What Can Libraries Doto Build Support? Educate their constituencies on the “modern” library, including its role as: • A place to access computers or study • A meeting place • An invaluable resource for those seeking work, financial assistance etc. in challenging economic times • One of the last truly free, democratic institutions in our country

12. Why Are School Libraries (And Their Materials) Important? • Must have up-to-date reference books if our students are to compete globally • May be only place students can access computers to do homework • May be only place students can study • Are an invaluable resource for classroom teachers

13. Why Are Academic Libraries (And Their Materials) Important? • Up-to-date reference materials are critical to students seeking degrees • May be only place student can study • Gathering place for study groups • Center of campus life

14. Why Are Public Libraries (And Their Materials) Important? • Invaluable resource for those seeking jobs • Only way to access computers for children and adults • Way to keep reading when economy is challenging • Gathering place for numerous community groups

15. The Fact Is: Libraries are an economic lifeline during tough economic times.

16. Why Do You Need to “Sell” Libraries Anyway? • We take you for granted • We don’t understand your role in today’s society • Everyone is competing for scarce public dollars • Everyone is competing for donations

17. How Do You TellYour Story? • Gather anecdotes • Make it easy for patrons to tell you what the library means to them • Build support through Friends groups, PTOs or PTAs, or student/faculty groups • Have a good, navigable website

18. Regularly Communicate WithYour Key Stakeholders School Libraries • Leadership (School Board, Principal, etc.) • Faculty • Parents’ groups • Potential partners (Girl Scouts, Boy Scouts, Girls Club, Boys Club, • Campfire, etc.)

19. Regularly Communicate WithYour Key Stakeholders Academic Libraries • Leadership (Deans, Chancellors, etc.) • Faculty • Students’ groups • Potential partners (Alumni Groups, etc.)

20. Regularly Communicate WithYour Key Stakeholders Public Libraries • Elected Officials • Schools • Universities • Friends Groups • Literacy Groups

21. What Should You Say? • Give them usage statistics • Report anecdotes • Accentuate the positive • Allow them to take credit when it’s appropriate • Invite them to your library whenever possible

22. Keep It Short • One-page report card or electronic newsletter • Use photos and graphics whenever possible • Be positive • Be concise

23. Communicate Through The Media • Press releases on major programs, meetings etc. • Press releases on outcomes, such as number of children completing special or summer reading program, awards, rankings, etc. • Offer interviews on local radio stations

24. Get Involved In Your Communities • Host booths at major events • Donate surplus materials to good causes • Floats in parades • Visits to local schools, homeless shelters, etc. • Partner with similar nonprofits or government agencies

25. Find Friends • Start a support group and recruit frequent library patrons (or parents) • Ask volunteers to spread the word • Ask volunteers to be your advocates in the community

26. Don’t Take Your SupportFor Granted • Dispel myths about libraries vs. digital materials • Dispel myths about libraries in general (who uses them, etc.) • Continually educate your constituencies on how libraries are funded in New Mexico and how much new materials cost

27. Keep Your Library Up To Date • Have a viable, active website • Rearrange materials and displays • Tie into local, regional or national trends

28. Be Proud Of Your Library! • Never miss an opportunity to promote your products and services • Never miss an opportunity to point out its importance in your community • Form partnerships with others to help spread the word

29. Questions & Ideas

30. Thank you! Patti R. Watson, Chair/CEO 2201 San Pedro NE, Building 2, Suite 100 Albuquerque, NM 87110 505-293-2000/1-800-687-3417 www.cooneywatson.com