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

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

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

11.
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

12.
The Library as…
● Educational Partner
● Economic Development Engine
● Social Leveler
● Place of Discovery
● Personal Refuge
Five Themes for Any Campaign
Building voter support for libraries
#everylibrary

13.
“Transformative Force”
The Library as Incubator
● Businesses
● The Arts
● Community Identity
Building voter support for libraries
#everylibrary

14.
Anticipating How Your
Audience Listens

15.
Educational Allies
Three Messages
Library as Educational Partner, Library as Resource
Extender, Library as Gap Filler
Building voter support for libraries

16.
Social Welfare / Religious
Three Messages:
Library as Resource Extender, Library as Third Place,
Library as Start Point
Building voter support for libraries

17.
Governmental Partners
Three Messages:
Library as Contact Place, Library as Info Point, Library in
Common Cause
Building voter support for libraries

18.
Civic Partners
Three Messages:
Library as Social Leveler, Library as Neutral Good,
Library as [insert organizational cause]
Building voter support for libraries

19.
Business Partners
Three Messages:
Librarian as Business Reference Resource, Library as
Training Space, Library as Retail Anchor
Building voter support for libraries

20.
Local Politicians and Electeds
Key Message is the ‘extremely local’ and ‘constituent
focused’ outcomes of the library’s budget.
Building voter support for libraries

21.
Media and Local Blogs
Key Messaging is always your campaign themes and
talking points.
Building voter support for libraries

22.
Anticipating Your
Opposition Before You Start
the Plan

23.
Opposition
Who opposes libraries? And librarians?
● Against Taxes
● Against the Staff or Leadership
● Community “Zero Sum” Groups
● Anti-Access
Building voter support for libraries

24.
Opposition
Who opposes libraries? And librarians?
● Against Taxes
● Against the Staff or Leadership
● Community “Zero Sum” Groups
● Anti-Access
1. Small and Leaderless?
2. Organized but Unsupported
3. A National Action
Building voter support for libraries

25.
Messaging that Works
The Librarians who....

26.
“Perception of the Librarian”
Nothing Impacts Voter Behavior More than Their
Perception of the Librarian and the Library as
Institution.
Building voter support for libraries
#everylibrary

27.
“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

28.
Train Your Staff

29.
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

30.
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
Remember – Use Does Not Matter
Building voter support for libraries

31.
action.everylibrary.org

32.
John Chrastka
EveryLibrary
www.everylibrary.org
facebook/everylibrary
@everylibrary
Building voter support for libraries
Thank You