Dreams from My Library

1. Building voter support for libraries Dreams from My Library PALA 2016 - Directors II John Chrastka @mrchrastka | @everylibrary

2. Voter Attitudes Nationwide, of all voters: 37% will Definitely vote yes for the library 37% will Probably vote yes for the library 26% will Probably or Definitely vote no or may vote either way. Building voter support for libraries

3. 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

4. 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

5. 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

6. 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 Polls Building voter support for libraries

7. How Candidates “Surface” • Write the book • Tell their story • Be seen as an expert • Start an Exploratory Team • Get endorsed • Launch their Campaign Building voter support for libraries

8. *What is Your Book? Strategic Plan Management Plan Service/Programs/Collections Plan Fundraising Goals Financials and Fiduciary Building voter support for libraries

9. Building Your Plans

10. Plan A / B Frames Plan 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

12. Plan A / B Frames We 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

14. Five Themes for Any Campaign The Library as… • Educational Partner • Economic Development Engine • Social Leveler • Place of Discovery • Personal Refuge #everylibrary Building voter support for libraries

15. “Transformative Force” The Library as Incubator • Businesses • The Arts • Community Identity #everylibrary Building voter support for libraries

16. Anticipating How Your Audience Listens

17. Educational Allies Three Messages Library as Educational Partner, Library as ResourceExtender, Library as Gap Filler Building voter support for libraries

18. Social Welfare / Religious Three Messages: Library as Resource Extender, Library as Third Place, Library as Start Point Building voter support for libraries

19. Governmental Partners Three Messages: Library as Contact Place, Library as Info Point, Library in Common Cause Building voter support for libraries

20. Civic Partners Three Messages: Library as Social Leveler, Library as Neutral Good, Library as [insert organizational cause] Building voter support for libraries

21. Business Partners Three Messages: Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor Building voter support for libraries

22. Local Politicians and Electeds Key Message is the ‘extremely local’ and ‘constituent focused’ outcomes of the library’s budget. Building voter support for libraries

23. Media and Local Blogs Key Messaging is always your campaign themes and talking points. Building voter support for libraries

24. Anticipating Your Opposition Before You Start the Plan

25. Opposition Who opposes libraries? And librarians? • Against Taxes • Against the Staff or Leadership • Community “Zero Sum” Groups • Anti-Access Building voter support for libraries

26. Opposition Who opposes libraries? And librarians? • Against Taxes • Against the Staff or Leadership • Community “Zero Sum” Groups • Anti-Access • Small and Leaderless? • Organized but Unsupported • A National Action Building voter support for libraries

27. Messaging that Works The Librarians who....

28. “Perception of the Librarian” Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution. #everylibrary Building voter support for libraries

29. “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

30. Train Your Staff

31. 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 messaging Building voter support for libraries

32. Remember – Use Does Not Matter 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 Building voter support for libraries

33. action.everylibrary.org

34. Thank You John Chrastka EveryLibrary www.everylibrary.orgfacebook/everylibrary@everylibrary Building voter support for libraries