1. Drafting the
Blueprint
Building Friends
East Central Regional Library
December 5, 2013

2. Today
Part 1. Building Friends
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Minnesota Libraries
Friends Role in Strong Libraries
Ten Commandments
Part 2. Finding New
Friends
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Who Are the Friends
The Recruits
Get Ready to Recruit
Ideas from other places

3. Part 1.
BUILDING FRIENDS

4. All Libraries are the same
ALL LIBRARIES ARE
DIFFERENT

5. "Libraries are society's
workhorses, making available what is
good and worthy and open to all who
need information, reassurance or a kick
in the imagination. A town without a
library is irredeemably impoverished."
Bill Peschel, Author

6. Common Library Features
• Staff
• Space
• Organized Collections
• Cooperation/collaboration with other libraries
• Programming

7. Differences
• The community
• The governance structure
• System membership
• Size of staff, collections
• Diversity
• Available resources

8. Key similarity
ALL LIBRARIES WANT TO SERVE
THEIR COMMUNITY IN THE BEST
WAY POSSIBLE

9. What makes Minnesota libraries
work
• Local support
• State support for cooperation
• System membership
• Sharing resources
• Willingness to work as a group to improve services
• Strong Friends

10. What’s Ahead for MN Libraries
• Demographic shifts
– Many “seniors”
– Many under 15s
– Not so many in the middle range
• Fewer Taxpayers, greater demand
• Fewer to volunteer, more opportunities

11. Usage Changes
• Demands for meeting spaces
• Demands for wireless
• Demand lessening for access to desktop computers
• More programming
• Technology changes mean patron training

12. Continued Demand
• Resources of all types—print, electronic, new formats
• More hours
• Mobile access
• Trained staff to teach info access
• Programming

13. Libraries will need
• To create adaptable tech-friendly spaces.
• To build for the future.
• Diverse & nimble staff that can quickly adapt to change.
• More resources & increased efficiency to meet
demands.

14. Friends Questions
• What will be the impact of more ebooks on book
sales as fundraisers?
• How will Friends keep up with library trends?
• What are Friends’ contributions to libraries’ future?

15. FRIENDS ROLE IN STRONG
LIBRARIES

16. Why Do We Need Friends?
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To help improve the library
To have organized library supporters
To promote connections to the community
To raise money
To maintain a source of library volunteers
To meet a specific goal—building, remodel, special
collections…

17. Advocacy
Fundraising
Public Relations
Volunteers
Event Planning &
Special Project(s)
WHAT IS THE PURPOSE OF
FRIENDS?

18. Advocacy
Advocacy means communication, as an
individual or group, with decision makers
and others in support of or opposition to
specific issues.

19. Value of Friends as Advocates
• You are not paid staff of the library.
• You are strong customers/supporters of the
library.
• You see the public library from the user’s viewpoint.
• You are active in the community, understand the
power structure, & are connected to other local
groups and civic organizations.

20. Friends’ Role as Advocates
• Library advocacy must be tied to the library’s
mission, goals, & ongoing public relations program.
• Successful advocacy combines lobbying activities
with marketing & public relations skills to tell the
library’s story.

21. How To Advocate
• Work with the your director to implement the
library’s advocacy plan.
• Help identify supporters that can tell the library’s
story.
• Help develop a message that is short but powerful
and can be easily remembered and identified with
your library.

22. Where to Advocate
• At every opportunity, talk to people about the library’s
role in the community.
• Approach decision-makers in person, by telephone, by
fax, by letter, or by e-mail asking for his/her support for
the library’s program in the community & throughout
the library systems.
• Attend local budget hearings to show support.
• Attend MLA/MEMO Library Legislative Day.

23. Saving the Library Budget
Cambridge Friends’ successful advocacy program
• Part 1—Short-term fundraising
• Part 2—Grassroots PR

24. Advocacy is year round, not just at
budget time or in a crisis.
WORDS TO REMEMBER

25. Fundraising
The process of soliciting and gathering voluntary
contributions as money or other resources by
requesting donations from individuals
businesses, charitable organizations or
government agencies.

26. Friends’ Role
• Fundraise to support library’s mission & vision.
• Tell the story of why the money is needed.
• Friends may be able to apply for funds libraries cannot.
• Decide how to spend money after conferring with
Director & Board.

27. Goals of Friends’ Fundraising
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Capital campaigns for building, remodeling
Supplement library’s budget
Collection development
Programming
Equipment
Special projects

28. Ways to Fundraise
Membership dues
Memorials
Special events
Grants from foundations, government
agencies, other sources
• Corporate sponsorship
•
•
•
•

29. Donors don’t give to institutions. They
invest in ideas and people in whom they
believe.
Successful fundraising speaks to an
identified need in the community.
WORDS TO REMEMBER

30. Public Relations
Increase public awareness of the library
and its services.

31. Friends’ Role in PR
• Tell the library’s story to family, neighbors, others.
• Partner with the library at various events, such as displays
or with conjunction with other organizations.
• Keep library & Friends in public eye with
Facebook, Twitter, Pinterest, or other social media.
• Represent library at other groups you belong to.

32. How to Represent the Library
• Know what’s going on at the Library.
• Keep Friends social media up-to-date.
• Have a library success story or two to tell.
• Promote library programming.

33. Friends who tell the library’s story keep people
thinking about the library in positive ways.
WORDS TO REMEMBER

34. Volunteers
A person who freely offers to take part in
an enterprise or to undertake a task
without seeking any rewards.

35. Friends’ Role
• Volunteer in the organization as officer or board
member.
• Volunteer at library events.
• Volunteer at community events as library
representative.
• Recruit other volunteers of all ages for Friends & library.

36. Recruitment & Retention
• Clearly define volunteers’ roles.
• Be clear about what volunteers can & cannot do.
• Keep volunteers informed & active.
• Provide feedback.

37. Volunteer Success
• Have specific event in mind, let them know exactly
how they can help, how much time their task will
take.
• Plan well in advance.
• Thank your volunteers in the library’s newsletter
and at your Friends meeting.

38. Volunteers don't get paid, not because they're
worthless, but because they're priceless. Make sure
yours know they are appreciated.
WORDS TO REMEMBER

39. Event Planning & Special
Projects
Event planning is the process of creating a
festival, ceremony, competition, party, or other special
event. Event planning includes identifying all the
elements of the event, creating a budget, &
implementing the plan to meet its goals.

40. Friends’ Role
• Determine goals of event in keeping with the Library’s
goals & mission.
• Create the “Plan”.
• Find collaborators.
• Day-of work battle plan
• Follow-up.

41. Types of Events
• Book Sale
• Literary Festival
• Author Readings
• Auctions—Silent or otherwise
• Legacy Programming

42. Successful Events
• Plan events well ahead of time.
• Be ambitious , but realistic about what volunteers
can handle.
• Use relationships with other groups to find
volunteers & attendees.

43. The first step to planning an event is
determining its purpose.
WORDS TO REMEMBER

44. The Ten Commandments
for building a successful Friends
Group

45. 1. Library Support
• Library Director must be in favor of a Friends group.
• Library staff must be willing to work with Friends.
• The Board or other governing body must recognize
the Friends.

46. 2. Understand the Partners’ Roles
• Each partner must understand its role
– Director/Staff
– Board
– Friends
• Be sure new members & staff understand the roles.
• Evaluate roles as things move forward.

47. 3. Stay Organized
• A committed core group is needed to start things &
keep them going.
• Have mission/vision statements, by-laws, meeting
schedule, committees, officers.
• Have plan for officer succession, committee
management, & other pieces.
• Hold regular Board meetings to keep business on track.

48. 4. Manage Resources
• Friends must have resources to support its
activities.
• The Library must agree on which of its resources
the Friends can use.
• Friends have separate accounting & finances
should be audited regularly.

49. 5. Communicate
• Friends must communicate their plans & activities to
Director & Board.
• Library must keep Friends informed of its plans, too.
• Both keep the community informed via social
media, newsletters, web, flyers…

50. 6. Manage Time Commitment
• Time matters: Everyone must understand the time
commitment involved.
• Plan & hold effective meetings.
• It takes time to be a success.

51. 7. Nurture Relationships
• A good relationship should be established between
the Friends Board & the Library Board.
• Work to develop relationships with other community
organizations.
• Work with other Friends groups in the region.

52. 8. Focus on the Friends’ Volunteers
• Have job descriptions for all jobs big & small.
• Write policies.
• Be welcoming to everyone & value people’s ideas.
• Show appreciation informally & formally.

53. 9. Be Willing to Learn & Share
• Attend trainings for Friends.
• Be active in larger Friends community.
• Share what you have learned.
• Apply for the Evy Nordley award!

54. 10. Evaluate & Evolve
• Evaluate success of events.
• Evaluate the Friends organization.
• Evolve & change as needed for continued growth.

55. 11. Stay Informed About Libraries
• OCLC Research Reports
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http://www.oclc.org/en-US/reports.html
• From Awareness to Funding: A study of library support in
America
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http://www.oclc.org/en-US/reports/funding.html
• Libraries in the U.S.: A Snapshot of Priorities & Perspectives
–
http://www.oclc.org/content/dam/oclc/reports/us-libraries/214758usb-A-Snapshot-of-Priorities-andPerspectives.pdf
• Perceptions of Libraries, 2010: Context and Community
• http://www.oclc.org/en-US/reports/2010perceptions.html

56. Pew Internet & American Life Project: Libraries
– Younger Americans’ Reading & Library
Habithttp://libraries.pewinternet.org/2012/10/23/younger-americans-reading-and-library-habits/
– Library Services in the Digital Age
http://libraries.pewinternet.org/2013/01/22/library-services/
– The rise of e-reading
–
http://libraries.pewinternet.org/2012/04/04/the-rise-of-e-reading/
– More
–
http://libraries.pewinternet.org/

57. MetroBriefs
• Aimed at Twin Cities library staff
• News & information about all types of libraries
• MN, National, & International
• Every other Monday via e-mail

58. Marks of Success
• Great support from your Library Board & staff
• Willing volunteers
• Attendance at events
• A feeling of accomplishment
• Recognition in the community

59. The most successful groups are those where
everyone feels their contribution is important to
the group’s success.
WORDS TO REMEMBER

60. BREAK

61. Part 2.
Finding New Friends

62. Who are the Friends Now?

63. Silent Generation
born between 1925-1945
• Range of lifestyles from fully engaged to deep
retirement.
• Values: loyalty, self-sacrifice, faith in institutions &
institutions.
• Engagement is motivated by
– Tradition
– Loyalty to key issue or group
– Joint work ethic

64. Boomers
born between 1946-1962
• Fully engaged. Carrying most of the
social, economic, & political responsibility.
• Values: entitlement, skepticism about
authority/institutions, youthfulness.
• Engagement is motivated by
– Sense of making a difference
– Change the world
– Be part of the action

65. The Recruits

66. Generation X
born between 1963-1980
• Early-mid-career, family responsibilities, beginning
to take leadership roles
• Values: independence, self-reliance, informality, fun.
Little loyalty to institutions or organizations
• Engagement motivated by
– Want to be valued by the organization for independent
thinking & individual contribution
– Maintain work/life balance

67. Gen Y or Millennials
born between 1981-2002
• Just starting out. “Emerging adults” starting jobs.
Politically active.
• Values: Work/life balance, confidence, social
commitment, “connected”, networking/collaboration,
tolerant
• Motivation
– Make a difference with their peers
– Recognition for new ideas & expertise
– Opportunities for civic engagement & collaboration

68. Even Younger
Teens/Tweens
Generation Z or Net Generation
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Hyper-connected
24/7 approach to life
Global
Likely to have diverse friends
Realistic about the future
Not “joiners”

69. Take a Look
WHAT ELSE IS GOING ON?

70. Friends
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Growing?
Shrinking?
Turnover?
Same old activities?

71. At the Library
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Same for the Library?
More users? Fewer?
Who are the users?
New services?
New staff?

72. Your Town
• Growing in population? People moving
away?
• Demographic changes? New
Americans? Lots of kids? Lots of
seniors?
• Industry shifts?
• More service organizations?

73. GET READY TO RECRUIT

74. Hard Questions
• Why do you want new people to join?
• Why would new people want to join your
Friends?
• If new people did join, would they actually
be/feel welcome?

75. Why
• New ideas for programming
• Need specific skills
• Revitalize a dormant group
• Aging out of current membership
• Need more volunteers
• Changes in library &/or town

76. Why the Friends?
• Support an organization they use
• Support an organization they believe in
• Fun events
• Easy to understand what is needed

77. Are they welcome?
• Only long-time members with fixed ideas?
• Up-to-date ideas visible to potential members?
• Programming that appeals to younger community
members?

78. You may need to revitalize how you operate and
how your members think in order to get young
adults involved.
WORDS TO REMEMBER

79. Develop a Plan
• Who is on the Recruitment Committee?
– Experienced members?
– Younger members?
– Community members?
– Library staff?

80. What do we want?
• How many new members?
• Any specific skills or abilities we need?
• Financial support?
• Event volunteers?

81. Target Groups
• Young Professionals
• Young Parents
• Newcomers to town
• Singles
• Non-users
• Who else?

82. Know what you are selling
• Civic engagement
• Fun events/service opportunities
• Leadership opportunities
• Group participation
• What else?

83. Finding Recruits
• Begin with the obvious—your own relatives &
neighbors
• Talk to staff
• College/University
• Other service groups
• HS with service requirement

84. Develop Marketing Strategies
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Word of mouth
Library publications
Local media
Web sites
Social Media
Other groups
Schools

85. Be Findable Online
• Facebook
• Your web site
• Twitter
• On library’s web site
• Pinterest
• On town web site
• Tumblr

86. Recruit at Events
• Book sale
• Book clubs
• Programs
• Social gatherings
• Go where they go

87. Follow-up
• Collect email addresses
• Collect cell phone numbers for text messages
• Be patient--May take time for people to join

88. Focus on What Works
• Flexibility in the plan
• Go where they go
• Sell to them—what do they want
• Keep track and report back
• Live & learn & adjust

89. Examples from ALA 2013
• We Are the Champions: 20s-30s Library Advocacy
• Late Nights at the Library
• Genre-X

90. Sacramento Public Library
www.altlibrary.com

91. Programming for “Hipsters”
• Started with book club
• Exercise with catchy titles-Zombie Aerobics
• Raw Foods
• Herbal Mixology
• Speed dating for booklovers

92. Alt+Library Friends
Grew from connections made at programs
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Focus on fundraising & advocacy
5 board members
Meetings at coffee shop
Alt+Friends ask friends to join

93. Social Media to Connect
• Meetup to promote/publicize events
– http://bit.ly/16pY0qb
• Web site/Blog
– http://altlibrary.com
• Facebook
– https://www.facebook.com/AltLibraryFriends
• Twitter
– https://twitter.com/altlib_friends

94. Fundraising
• No book sales
• Craft event every month
• Business partnerships

95. Advocacy
• 20-30s care about politics
• City Council appearance
• Participate in the “Big Friends” political education
committee
• Get their “action alerts”

96. Why it works
• Enthusiastic staff that are same age as audience
• Imaginative programming where audience is
• Major support from library administration & Board
• Support from big Friends
• Planning & thoughtful execution

97. Oak Park Public Library
• Genre-X
• Late Nights at the Library

98. Genre-X
http://genre-x.com/
genre X is a twenties and thirties book discussion group facilitated by the Oak Park Public
Library. The group meets every fourth Tuesday at 8:00 pm at Molly Malone's (Upstairs) on
Madison in Forest Park.

99. Events

100. After Hours at the Library
• Fundraising events
• Aimed at adults, not families (usually)
• All ages, but focus on young adults
• Ticketed events

101. Programs
• Learning about something
• Learning how to do something
• Opportunities to meet people share an experience
• Opportunities to do something

102. Why It Works
• Membership development tool
• Perks for members
• Changes perceptions of libraries
• Aimed at young adults
• Staff

103. If they are younger than you & they join, they will do it with
enthusiasm and commitment.
But
They won’t do it the way you would or as “it has always
been done.”
Get used to it.
WORDS TO REMEMBER

104. Resources
•
Library Friends: Building Relationships, Making Connections. Dr. Charles Hanson, Kettering University
Library.. ALA 2013. http://ala13.ala.org/files/ala13/HansonPresentation%206-28-2013.pdf
•
A Little Help from our Friends. Presentation by Dorothy Macnaughton, President, Friends of Canadian Libraries.
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Minnesota Library Futures Initiative http://mnlfi2025.org
•
Perceptions of Libraries, 2010. OCLC.
– http://www.oclc.org/content/dam/oclc/reports/2010perceptions/2010perceptions_all.pdf
•
All OCLC Reports http://www.oclc.org/en-US/reports.html
•
Pew Internet & American Life Project: Libraries http://libraries.pewinternet.org/
•
MetroBriefs http://conta.cc/Tm4tYw
•
We Are the Champions: 20s-30s Library Advocacy
– http://altlibrary.com/altlibrary-friends/
– https://www.facebook.com/AltLibraryFriends
– https://twitter.com/altlib_friends
– http://www.meetup.com/altlibrary/
•
Late nights at the library
– http://genre-x.com
– http://oppl.org/sites/default/files/ALA2013_Late%20Nights.pdf

105. Ann Walker Smalley
• Slideshare: http://www.slideshare.net/annws
• Twitter @annws
• Pinterest http://pinterest.com/annws/boards/
• Email annsmalley@mac.com
• 612.805.7930
At Work
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ann@metronet.lib.mn.us
651.646.0475
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