Presented to the Canadian Urban Libraries Council (CULC) 2019 Leadership Cohort by John Chrastka and Patrick "PC
Sweeney on 19 June 2019 in Washington, DC
8. 2. Pew, September 2016
US CIVIC
ATTITUDES
the
data
‣ Millennials use libraries at a higher rate than
any other demographic
‣ Parents are more likely to use libraries than
adults without children
‣ The majority of Americans hold very positive
views about libraries
9. In 2018 voters view the library as:
55% - an essential local institution
58% - advancing education
53% - a source of community pride
51% - enhancing the quality of life
VOTER
ATTITUDES
USA
12. ONTARI
O
Benefits of Public Libraries
36% believe it is vital
49% believe it is important /
fine
11% don’t value it
66% of Ontarians does not use
the library for themselves, if at
all.
22% Never
46% ‘With a family member’
13. Ontarians’ Attitudes
Over 50% of Ontarian respondents strongly believe
the following:
● Public libraries are important because they
promote literacy and a love of reading
● By providing free access to materials and
resources, the public library plays an important
role in giving everyone a chance to succeed
● Having a public library improves the quality of life
in a community
OFPL 2015
14. Ontarians’ Attitudes
● Older people’s respect for the heritage and
social contribution of the public library system
will not necessarily be passed down to a younger
generation.
● The number of library users has been extremely
steady over the last 15 years.
● Overall opinions and value perceptions of the
library remain very strong.
FOPL 2015
15. Value Props are Not about “Me”
The value of certain services (e.g., for young children, new
Canadians, and the unemployed) has increased over the
past five years. (OFPL 2015)
A majority of Americans (69%) feel libraries are doing a good
job of providing a safe place for people to hang out or spend
time … and roughly half think their libraries contribute “a lot”
to their communities in terms of helping spark creativity
among young people (49%) and providing a trusted place for
people to learn about new technologies (47%). (PEW 2016)
16. Compassion at the Core
64% of Ontarians believe that closing the library would have
a major negative impact on the community but only 34%
believe it would impact their very own families in a major
way.
(FOPL 2015)
66% of Americans say the closing of their local public library
would have a major impact on their community although
notably, just 33% say this would have a major impact on
them personally or on their family.
(PEW 2016)
17.
18.
19. In 2008 of all voters:
37% will Definitely vote yes for the library
37% are likely to vote yes for the library
26% are likely or will definitely vote no
VOTER
ATTITUDES
USA
20. VOTER
ATTITUDES
USA
In 2018 of all voters:
27% will Definitely vote yes for the library
31% are likely to yes for the library
42% are likely or will definitely vote no
30. TAKE A
MOME
NT TO
ASK
YOURS
ELF:
WHY DO YOU WORK IN A
LIBRARY?
WHAT ARE YOU
PASSIONATE ABOUT IN
YOUR WORK IN THE
LIBRARY
WHAT DOES YOUR LIBRARY
DO BETTER THAN ANYONE
ELSE IN YOUR
COMMUNITY?
WHAT COULD YOUR
LIBRARY BE DOING
BETTER?
ARE YOU COMFORTABLE
’BEING SEEN’ AT WORK IN
THE COMMUNITY?
44. SAUL
ALINS
KYguiding principle
—it is necessary to begin where the world is if we are going to change it to what
we think it should be. That means working in the system.”
47. ACTIVATES
VOTERS
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
50. 7 WAYS
TO
SURFA
CE
• DEVELOP A NARRATIVE
• WRITE THE BOOK
• TELL THEIR STORY
• ESTABLISH THEIR
EXPERITISE
• EXPLORATORY TEAM
• GET ENDORSED
• LAUNCH CAMPAIGN
51. WHAT IS YOUR
BOOK?Strategic Plan
Management Plan
Service/Programs/Collections
Plan
Fundraising Goals
Financials and Fiduciary
52. WRITING A
BETTER BOOK
• change the way you do community surveys
• ask questions about staff and not just institutions
• ask questions to non-users as much as you ask
users
• non-users have a perception of value but no
current experience
53. PRACTIC
ES FOR
COMMUN
ITY
ASSESS
Field questions in ways
that breakthrough the
“4th wall”
Oversample non-users
Get out of the library
• Go to their homes
• Go door to-door
• Go to unusual places
• Locations where non-
majority or non-privileged
pops congregate
55. WHAT
CANDIDATES
KNOW
• Vision for the community is the key story to tell
• You will either have more money than people, or more
people than money
• Elections are won through coalitions
• Endorsements drive legitimacy, proxies who to speak
for the candidate are necessary
• Stories not Stats
81. FOUR STORIES
TO TELL
Stories of our successes
Stories of our failures
Stories about people that the
audience cares about
Stories that decision makers
want to hear
90. Patrick “PC” Sweeney
John Chrastka
everylibrary.org
@pcsweeney
@mrchrastka
@everylibrary
ADVOCACY
AND
POLITICAL
LITERACY
Notas do Editor
In 1998, local government was the source of 78% of public library funding. By 2008 this percentage had risen to 82%. As of 2015, the percentage had increased further, to 86%.
Ladder of engagement vs sales cycle
declined from 74% in 2008 to 58% today. declined from 73% in 2008 to 58% today.
Always get something back. – Some contact information, data, or understanding about supporters back
You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
What is some language that we use for libraries, what are some ideas about language