I just discovered The M Word  which has some great tips for promoting libraries. 

Aside from bringing you some really fun library models like Britain’s phone booth library and the donkey library, Nancy and Kathy blogged on Calgary Public Library’s great grocery store ads, ALA’s Library Advocacy Day video (OK, I’m a softie, but it brought tears to my eyes) and social media cards, to name just a few topics.  They bring you library success stories, market research statistics and tons of other helpful news and information.  I especially like their thoughts on who should determine what a “library” really is.

And speaking of helpful research, I was heartened to read on p. 21 of the 12/09 issue of American Libraries that libraries are far more important than park districts to the public (not that I don’t love CO’s open space areas, but I have to admit libraries affect more people than great hiking trails do) – search on “park districts” at the link for this reference.

I attended a free SirsiDynix Institute presentation, Bite-Sized Marketing: Real Solutions for Overworked Librarians, which gave marketing tips for libraries that need to do their own promotion.  Nancy Dowd, Director of Marketing at the New Jersey State Library, had a number of ideas, especially about using social media for marketing and press room best practices. 

She pointed out that using social media like Facebook or MySpace to solicit ideas or feedback is great, if you want really want input.  However, if you don’t plan to use that input, don’t frustrate users and waste their time by asking for it and ignoring it.  Instead you may want to consider a more one-way type of communication. 

She also stressed that creating a program, doing a poster and even a press release, and then waiting for people to come is too passive.  Instead, before developing your program, define your goal (e.g. perhaps you want to increase small businesses’ use of the library by 5%).  This lets you determine who your target audience is and perhaps investigate what they are saying, and what they need from you.  Only then should you create your program.  Once that’s done, review it and figure out how you’re going to measure success.  Then, choose the best way to publicize your event.  MySpace may work well for teens, but for businesses it might be better to use Linked In.  Finally, after your program is done, be sure to evaluate how well it went.  Were your goals met?  Did you get some feedback that you might be able to use to show how your library changes lives?  Pithy quotes to impress funders?  What about photos from the event? 

What types of marketing have you found to work best?  How do you get customer testimonials?  How do you show your service areas how important your library is to the local quality of life?

Looking back over the last twelve months, it’s been quite a year for libraries.  There have been some bad times (okay, lots of bad times – a number of libraries closing or being threatened by closures; lots of budget cuts; stress due to staff attrition, increased business and grumpy, overwhelmed customers…), but it really feels like this is the year libraries lived up to their full potential. 

We’ve always done great things and helped lots of people, but the bad economy has expanded our influence by leaps and bounds.  Media coverage exploded as the press “discovered” the many important services we provide our users.  Residents who previously eschewed holds lists to buy their own books and DVDs realized the folly of their environmentally unsound practices and the virtues of patience.  Frugal or broke customers gave up their internet connections to use ours and attended our movie nights and programs instead of spending and arm and a leg at the local cineplex or music venue.  Laid off employees and besieged unemployment offices depended on our help.  We jumped into the breach to help our struggling towns with tips on jobs, saving money, free services, helpful government programs etc.  In short, we became a more vital and necessary part of our communities than ever before.  Now if we can just parlay that interconnectedness into increased funding.

And somehow, despite being busier than ever due to huge increases in patronage and circulation, we’ve managed to still be the innovators and thought leaders in our communities.  We’re going greener – Rangeview (Brighton) is the first carbon positive library in the US; Jefferson County has the first green bookmobile; Seattle Public recycled 75% of construction waste; North Adams Public Library heats and cools with geothermal wells and Oaklyn Branch Library took advantage of the constant temperature of the earth and found itself a snug home in the side of a hill.  We’re providing better customer service – Houston PL will deliver materials to your car, elsewhere staffers are roaming the stacks to help patrons at their point of need, libraries are using market segmentation to refine their offerings.  We’ve got kiosks in shopping malls and airports, staffless libraries and vending machines.  We’re using marketing in new ways – cereal boxes and trucks, license plates and trading cards – we’re even using huge outdoor screens to advertise services.  And we’re keeping our patrons informed – through RSS feeds, Twitter, Facebook and blogs.  We’re more accessible than ever – we’ll answer reference questions that come by text, Twitter or chat.  We’ll even go to community meetings or out to the local commuter rail station to answer questions.

So yes, it’s been a tough year, but it’s been an amazing year too.  Public libraries are stretching themselves to serve their areas in truly amazing ways and I’m just astounded by all we’ve managed to accomplish, and by how we’ve secured an incredibly important and relevant place in this modern, technologically-obsessed society.

At that advocacy training I discussed in my last post, we also covered local government spending.

The speaker pointed out that when voters show up at local government meetings or contact their legislators, it really does influence elected officials.  They’d rather see your patrons than you.  They know you have a vested interest, but if lots of people turn up to support a new program you’re proposing, it’s easier for them to justify funding you.

Remember too that you need high profile people for your board – their connections will prove invaluable when you need to influence others in your community.  They can rally the troops to write to the mayor or have a quiet word with the town manager highlighting how your new service will benefit the area.

Think outside the box when making your case to legislators and residents.  Safety is a huge priority – we know how often police and fire budgets are increased while libraries must tighten their belts.  So to free up dollars, make the connection between the 85% illiteracy rate in the juvenile justice system and your “ready to read” program.  We also provide a fairly safe place for kids to go after school (which keeps them from destructive behavior because they’re bored).

Certainly the educational opportunities that the library provides have an impact on the crime rate.  Stories engage your listeners, so tell some about at-risk patrons that are now productive tax-paying citizens because of library services.  And surely the city budget committee will be impressed that the library helps businesses start, grow and thrive.  Their additional tax revenues are certainly welcome, as are the jobs they create.

Remind your governments that we’re not just about books – we have the same objective they do – to improve our communities.  Telling stories that illustrate this will help them remember that.

I attended some advocacy training recently and was made aware of some interesting points about community foundations.  They have loads of different donors and lots of money to give away, but unfortunately, unrestricted funds (i.e. monies that the foundation itself can commit) are often less than 5% of that total.  So, if you want to get money from them, there really isn’t much to go around.  Your best chance of getting money for your library is to influence the donors so when they give the foundation money they can specify that the money is for the library – perhaps for a purpose close to their heart, like adult literacy or a certain collection.  And if you need to finance capital improvements, which foundations generally won’t fund, this may be your only option.

However, you may be able to tap into monies with a designated purpose if you use your imagination.  Look at the purpose of their grants.  If you see monies earmarked for animals, perhaps you can get them to fund a program where kids read to dogs.  If they have funds to help children, surely you have programs that meet that charge.  Figure out what they are funding and how your library can meet their criteria.  As our speaker said – we have a Dewey number for everything under the sun! 

Be sure you don’t antagonize foundations by applying for grants where you don’t fit the profile.  Never do a mass mailing - be sure to tailor your application to their funding profiles and do your homework.  If you can’t make sense of their requirements, call the organization.  They can guide you through the process with helpful suggestions and, may even give you leads on other avenues to pursue.  Talking to them will also give you a chance to explain what you are doing, which means someone in their organization can elaborate on your intent when their board is making funding decisions.

Use your contacts.  Three quarters of donated monies come from individuals (versus foundations or corporations), so let everyone know of your needs.  Local not-for-profit corporations (e.g. many hospital foundations) are required to give a portion of their income back to the community to maintain their nonprofit status.  Surely someone you know has a connection to them.  Remember who owes you and call in those favors. 

And ask your local utility company to sponsor your film series on the environment.  Or maybe the phone company can sponsor your Senior Internet Training program.  You’re their customer and they want to keep you happy.

I’m flying to Sioux Falls for PLA’s great Turning the Page training so I finally having a chance to catch up on my professional reading and saw Public Libraries’ “Economy Issue” (July/August 2009).  Since it looks like it won’t be freely available until 2010, do yourself a favor and beg, borrow or buy a copy if you don’t get it already.  

There’s a great introduction from PLA prez, Sari Feldman, p.4-5 who points out that less than half of top 100 US retailers accept in-store job applications, which underscores how important the classes and internet access we offer are to the fiscal well being of our communities.  She also stresses the need for broadband to attract businesses to our towns.  The jobs they bring will also spur local economic recovery and growth.  Classes to help investors make hard decisions, for those facing foreclosure and to counsel people on fixed incomes are also mentioned.  But she cautions that we can’t lose sight of our core values even as we grow and change.  A literate society is able to adapt and grow and think critically – qualities we need to nurture in these times of rapid transition, when just finding a job or reducing costs can tax our imaginations – so we still need to encourage people to read.

The issue is packed with useful information and tips.  On p. 6, Paula Moore (Arlington Heights Memorial Library) tells of their checklist with six positive actions for jobseekers.  Dianne Harmon of Joliet Public Library (p.9) suggests alleviating shelving staff shortages by leaving unshelved carts in the library with signs letting users know that every item checked out from them means one less thing for someone to shelve (a great example of emotionally intelligent signage).  She also gives other helpful staffing hints like using volunteers to take pictures of programs.  (Photos are a great way to promote the library and its activities, so be sure to take advantage – those with concerns over violating patron’s rights should see these discussions on photography in libraries – they’ll put your minds at ease.) 

Just providing somewhere for folks to “get out of the house” is yet another benefit of libraries – and this shouldn’t be underestimated.  For the unemployed, as time goes on, it can be harder and harder to get motivated, so the library as “Refuge” (p. 24) can provide much needed structure and play a role in the psychological well being of our service areas.  Joliet’s also intent on helping newcomers so staff in all departments are being trained in reference interviews so they can all welcome newbies with library instruction and enthusiastic promotion of their services.  I laughed at her offhand remark that they are seeing an increase in the number of authors asking the library to buy their new books – seems like the unemployment crisis will add to our store of printed knowledge.

Peter Pearson’s article, Fundraising and Advocacy in Tough Times on p. 21 had some really hopeful information about why we shouldn’t be afraid to continue our efforts in the downturn.  Our donors may not have been greatly affected by the economy.  But remember – outside support should never take the place of government funding (p.42).  And see another helpful article from PL’s 9-10/09 issue on how language can help validate our impact (Transforming Our Image Through Words That Work: Perception is Everything by Valerie J. Gross), especially when seeking donations or budget increases.

The article on the American Recovery and Reinvestment Act (p.44) had some very creative ways for libraries to benefit via senior employment and rural facilities grants – for those who think it’s too late, look for more funding in early 2010.  And to help libraries advertise service cuts proactively, there’s a great list of FAQs from Phoenix Public Library on p. 38.

The whole issue is about being flexible and responding to our users’ needs – or as James B. Casey from Oak Lawn Public Library says on p.35 “the single most important factor assuring future development and public acceptance will be the library’s willingness to invest the time, talent and money needed to keep up with the technological innovations and trends that capture the public’s interest.”  So check out this issue and find out ways to do just that.

OK, I know you’re overwhelmed by the influx of patrons over the last few years, but is that really translating into more support for struggling libraries?  Sometimes I think people just take them for granted. 

Some libraries have come up with drastic ways to let people know what they might have to do without (great idea to even close the website!), but maybe we just need product placement.  Sure public service announcements are one way to go, but how many people see these? 

I also think we aren’t on the radar screens of a lot of people we could be helping, so perhaps we need to strengthen our link to popular culture.  Yes, we’re reaching people with Twitter and blogs and other social media, but television and films are still huge, especially for less technologically advanced people who can really use our services.

We know that the stereotypes of libraries aren’t always what we wish them to be.  Should ALA start lobbying screen and TV writers to include more library references in their productions?  It might go a long way to letting people know what’s available to them for free with a library card.  And I bet Hollywood would be glad to help – in fact they might be a great source for the super supporters we read about in From Awareness to Funding.

So I was enormously pleased when viewing this week’s Parks and Recreation (ironically a government department that’s often one of our biggest fiscal rivals) with the inimitable Amy Poehler of Saturday Night Live fame (start about 1 minute, 55 seconds in to avoid an ad and get to the good stuff).  OK, it’s not complimentary, but talk about smashing stereotypes!  Honestly, doesn’t referring to us as “diabolical”, “ruthless”, “punk ass book jockeys” who are “extremely well-read which makes them very dangerous” just add to our allure and coolness factor?

So how about it?  Let’s tell ALA we want to be in pictures!

We heard about some really interesting programs at our recent meeting of BCR’s Public Libraries Advisory Group. 

Sweetwater (WY) County Library System is holding their 2nd annual Zombie Walk and Prom (?! what a combination).  Sioux City (IA) Public Library got a grant to help seniors with internet literacy via Generations on Line and on Halloween there, kids practiced their reading skills on Reading Dogs in full costume. 

Appropriately, Clifford the Big Red Dog

Slacker Pirate Dog

One library will soon install a vending machine with 300 items at a public transportation hub.  (I’d love to hear how these types of machines are doing – if you have one, please send in your comments.)  Bitterroot (MT) Public Library is heavily promoting downloadable audios and their virtual reference service.  Both these efforts have the added advantage of helping the environment since they reduce the number of cars driving to the library. 

It was great to hear that Multnomah County Library won the highest award for community service.

King County (WA) Library System is opening an unstaffed Library Express at a shopping center in an area far from any branches.  Customers can pick up holds, browse a small collection and get phone reference help.  They’ve also purchased five Sprinter Vans which house materials and computers.  Smaller than bookmobiles, staff can take them into neighborhoods or park them at transit stations.  Since staffers working the Library2Go service will know what their patrons need, they’ll make the decisions about where the vans should be and what items will be on them.

On a darker note, almost everyone is seeing or anticipating budget cuts and reductions, though luckily most libraries have avoided laying off staff so far.  Even the normally flush WY libraries seem to be affected as Sweetwater took a 13.5% cut.  Washoe (NV) County Library System has been devastated – they’ve lost half their funding in the last two years.  Let’s hope the customer testimonials their advocacy group is recording help their funders see how important a well financed library is to the community.  And King County will be able to help libraries reduce costs.  They got an IMLS million dollar grant to assist other libraries with implementing the Evergreen open source ILS software. 

We also discussed how to help libraries retain and increase funding.  It seems libraries that get the biggest budget cuts are the ones competing for funds with other public entities.  We need to know how to articulate to local government and politicians that the library is a service worth funding.  We also felt that in many states, we need to lobby for new laws or models that allow libraries to be funded independently, so they don’t have to compete for monies with police and fire departments.

For anyone who’s attending PLA 2010 next March, there’s a great two day free advocacy training opportunity.  Turning the Page: Building Your Library Community (scroll down to it for the description) is open to the first 200 people who check this option when registering for the main conference.  I had the good fortune to take the training last year and it’s jam packed with ideas and methods for creating community alliances that will help your funding efforts and increase the library champions in your community. 

If fighting for your budget in the current climate is getting you down, you’ll come out of this training raring to get back in the advocacy saddle.  Just having this networking opportunity to hear how others have had success increasing funding and creating partnerships in their service areas is great, and then the course materials and presenters cap it off by really helping you discern your needs and formulate your strategies. 

The training isn’t just for directors – anyone in a positon to advocate for the library should go – Friends, trustees, library staffers etc. will all benefit by attending.

Don’t hesitate or you’ll miss this chance to get reenergized – sign up for it today!

My blood ran cold when I saw this ad – Close all the libraries; alternatives exist –  that ran in the Omaha World-Herald.  School and university libraries can’t provide the materials public libraries do – and it’s not their place to do so.   And that’s not even considering the resources and help for job seekers, businesses etc. that we provide.  How anyone can be this self-serving and short-sighted, especially these days when strapped and desperate job seekers are rediscovering the library in droves, is beyond me.  Luckily the comments beneath the ad show that most people are as appalled by their screed as I am. 

So tell me, can our advocacy efforts ever hope to enlighten these insular thinkers?