Fundraising through social and economic impact

1. Fundraising through social and economic impact Margarita Taladriz Mas. FESABID EUROLIS Seminar 2013 Europe House November 21th, 2013. London

2. «Thedifferencebetweenwhatwe do and whatwe are capable of doingwouldsufficetosolvemost of theworld´sproblems» Mahatma Gandhi

3. Contents • Fundraising • Fundraising in libraries. IFLA´s position • Fundraising why?, how?, when? • Fundraising in spanish libraries • Some conclussions

4. FUNDRAISING • Wide development in the anglosaxon world around the 70´s • At a first stage, very much in relation with philantropy and public relations • Great importance when the so called «third sector» shows up in the 90´s • After that, things must be done in a more professional way, planned, evaluated, with more transparency to society…

5. FUNDRAISING • Is a great opportunity to improve the libraries visibility in the society, to get in touch with possible private and public partners to widen libraries perspective and possible action and a way to assure the community and the users products and services they are ready to appreciate and that would make libraries «unique and specials» by the kind of services they are ready to offer (Di Domenico, 2009)

6. FUNDRAISING • Is a management technique • Is part of the planning process • Is a marketing technique • Is a communication tool • Is the core for sustainability for any organization • Is not «just money»

7. IFLA BSLA Programme Module 1. Library Associations in Society Module 3. Developping strategic Relationships: Partnerships and Fundraising * Financial sustainability * Organisational culture, retaining members, partnerships Module 5. Libraries in the agenda. Advocacy Module 6. Library statistics for Advocacy http://www.ifla.org/bsla/training-package

8. FUNDRAISING PRACTICE Some principles: • Balance between what the sponsor gets/what the library users get • In relation with the library general strategic planning • Is not a different project from the daily library work. Must be assumed as part of the day to day operations • Continuous evaluation to show patrons the library outcomes • Librarians as community partners

9. Different legal forms for Fundraising (Spain) • Sponsorship. (Regulated in 1988) Communication Strategy that implies investing money to get profitability and public credibility for the library. Association to a commercial trade • Patronage.(Regulated in 2002) New legislation to come! Economic support or pay in kind to promote the participation of Civil society in culture and historic heritage • Donation/gift. (Regulated in 2002) Long tradition in libraries. IFLA (2010) protocolizes best practices for accepting “in kind donations” to libraries • Collaboration agreement.(Regulated in 1992) Agreement between institutions, individuals to promote programas and services

10. FUNDRAISING, why? • Economical crisis and budget reductions • Good way to get in contact with civil society • A good way to show society what are libraries doing and how they contribute to society and how they improve and innovate daily. • Show outcomes opportunity

11. FUNDRAISING, when? • Always • Everyday • Catching opportunities around • Support for new projects to become real • Not for daily basic operations Like quality service

12. FUNDRAISING, how? Planning Program (Flotats, Sonia, 2011) • Main objective • Analysis • Campaigns and actions • Planning how to get to institutions/organizations • Evaluation • Sponsors loyalty Positioning Public objectives Communication techniques and fundraising

13. The spanish case Fundraising is a difficult task in Spain No tradition, 11% spanish donors VS 33% European donors Spanish are not used to volunteer No tax benefits/ incentives for giving at this time, only for specific projects. Law 49/2002 is going to be reviewed about tax regime for NGO´s and patronage/sponsorship

14. The spanish case At this point, 2 main projects • Report on Information services socioeconomic impact (FESABID) • Spanish Libraries Cooperation Board strategic group to develop a National Libraries Outcomes System (MECD)

15. Information services socioeconomic impact (FESABID REPORT) DATA IS YOUR FRIEND • To know where we are • To show patrons, users and society our outcomes • To put on the table that libraries are not an expense but an investment • As an important tool for advocacy

16. Information services socioeconomic impact (FESABID REPORT) How to present data 1 page of findings 1 page of recommendations for action DATA IS YOUR FRIEND Short + clear + understandable

17. Information services socioeconomic impact (FESABID REPORT) • The study/report is being developped by a Sociological Consulting Company • FESABID is getting the contacts for participation with professional focus groups, different kind of libraries (Public, university/scientific, school), administration… “Logistics” • FESABID has got a grant from the MECD • The study/report will be presented next December

18. Information services socioeconomic impact (FESABID REPORT) Operative Goals • Improve a methodology that could estimate the libraries contribution to social welfare • Develop a tool that would allow to argue from the economic logic of the decission making process in public institutions • Get data and information that would allow to transmit to society the libraries social value

19. Information services socioeconomic impact (FESABID REPORT) Expected results Know about the libraries image as tangible and intangible services provider Know about libraries value as cultural legacy, services availability even if they are not being used… Know about how public opinion and users perceive that libraries improve their professional knowledge, culture and social integration Get indicators that would allow to transform into economic valuations the libraries social contribution Position libraries in the scientific production value chain.

20. Information services socioeconomic impact (FESABID REPORT) Which data are being used • National statistical data (INE, MECD…) related to libraries • New data asked to users, non users and professionals as: Professional assistance value, social integration, job finding help, information technology use in libraries, libraries as meeting point…

21. Information services socioeconomic impact (FESABID REPORT) Market prices analysis Consulting company previous work Professionals Focus Groups 4 meetings by lib.type Non users survey 1.000 interviews Users survey Public, universities, Scientific libraries

22. Information services socioeconomic impact (FESABID REPORT) Some preliminary conclussions Libraries value recognition by “non users” who are eager to use them Libraries are close to any user. Libraries are all over and always Difficulties in assesing some important values that libraries are offering nowadays to users due to the lack of data “not collected” * social integration * homework help for children * contribution to job improvement… Libraries are transparent in the services they offer Very many people still think in traditional tasks, just books and reading

23. Spanish Libraries Outcomes System(MECD) Project born from the Spanish Board of Libraries Cooperation Strategic Plan (2012-15) The mandate is to work on a tool that would present the main outcomes indicators for any kind of libraries; public, school, academic, scientific, national/regional and the whole libraries system An strategic multidisciplinary group has been working in the project for the last 6 months and is ready to present results to the Board next February.

24. Spanish Libraries Outcomes System(MECD) Information is organized in 4 perspectives, Balanced Scorecard type: - Financial - Society/users - Innovation and development - Human resources Information is related to all types of libraries Information is based on existing standarized data systems Information will be updated anually in the central system

25. Spanish Libraries Outcomes System(MECD) Economic perspective

26. Spanish Libraries Outcomes System(MECD) Social perspective I

27. Spanish Libraries Outcomes System(MECD) Social perspective II

28. Spanish Libraries Outcomes System(MECD) Innovation and Development Perspective

29. Spanish Libraries Outcomes System(MECD) Human Resources Perspective

30. European Campaign

31. European Campaign 0016/2013 Written declaration, under Rule 123 of Parliament’s Rules of Procedure, on the impact of public libraries in European communities • A 2013 survey of public library services across 18 European countries shows that nearly 100 million Europeans visited their public library and 14 million used it to access the internet last year; 2. In the last 12 months 24 million Europeans (most frequently elderly people, members of ethnic minorities and people from rural areas) used their public library to engage in nonformal and informal learning activities; 3. 83% of those using free public library computer and internet services reported a positive impact on their lives – saving time and money, improving skills, gaining access to government services and employment- and health-related resources;

32. European Campaign 0016/2013 Written declaration, under Rule 123 of Parliament’s Rules of Procedure, on the impact of public libraries in European communities 4. Last year 1.5 million Europeans applied for jobs and 250 000 found jobs using free library internet access; 5. Public libraries represent the only source of free internet access for 1.9 million marginalised Europeans; 6. The Commission is therefore called upon to recognise the essential services that public libraries provide to local communities and disadvantaged groups in relation to digital inclusion, social inclusion, lifelong learning and pathways to employment, and the role of those services in assisting with the delivery of the EU’s objectives; 7. This declaration, together with the names of the signatories, is forwarded to the Council and the Commission.

33. Some Conclussions Fundraising is not just getting money Fundraising is involving civil society in libraries world Fundraising must be in the Library Strategic Plan. Is a day to day task Outcomes data are essential for transparent fundraising Taking care of library friends, donors, sponsors is also essential Keep them informed, constantly about the library projects and about results, but in an easy way Involve them in library actions Work on general information tools with your partner institutions and colleagues Think in collecting data that are really important to show civil society the socio-economic impact of libraries REPEAT your MESSAGEREPEAT your MESSAGEREPEAT your MESSAGEREPEAT your MESSAGEREPEAT your MESSAGE

34. ¡ Thank you very much ! presidencia@fesabid.org