"The Library as Cause"- Successful political candidates know that the right way to connect with their voters starts by sharing their vision for the community they serve. For library funding - either at the ballot box or through donor support - your library strategic or facilities plan is where your vision and hope reside. In this session, learn how to create a 'fundable plan' using the tools of winning political campaigns to frame the community conversation. Join EveryLibrary's executive director John Chrastka for a practical session that will help you deploy effective communications - both positive and opposition messaging - and provide you with useful take-home exercises for staff and boards. Presented by John Chrastka, EveryLibrary Executive Director

1. Library as Cause:
How to Activate a Coalition for New Support
Montana Library Association
19 December 2017
John Chrastka, EveryLibrary
@mrchrastka | @everylibrary
Building voter support for libraries

2. ● First Nationwide PAC for
Libraries
● Set up as a c4 rather than
a c3
● 74 Campaigns to date
● $255+ million in stable tax
funding
● Pro Bono Approach
About EveryLibrary

3. ● Negotiation and Lobbying Support
for funding
● Over 75 trainings - from individual
libraries to state assoc and agencies
● #votelibraries 2016
● The Political Librarian
● everylibrary.org - professional facing
votelibraries.org - public facing
action.everylibrary.org - take action
SaveSchoolLibrarians.org

4. Voter Data that Frames Our
Discussion
“From Awareness to Funding” says…
Building voter support for libraries
@everylibrary

5. Voter Attitudes about Libraries
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.
- “From Awareness to Funding” OCLC 2008

6. Library Use Does Not Matter
A voter’s willingness to support increased library funding is
not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2
Building voter support for libraries
@everylibrary

7. Library as Transformative Force
[T]he library is not perceived as just a provider of practical
answers and information; the most committed supporters
hold the belief that the library is a transformational force.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries
@everylibrary

8. Attitude - Not Demographics
The factors that determine residents’ willingness to
increase their taxes to support their local library are their
perceptions and attitudes about the library and
the librarian.
- OCLC "From Awareness to Funding" p. 7-3
Building voter support for libraries
@everylibrary

9. Library Use Does Not Matter
A voter’s willingness to support increased library funding is
not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2
Building voter support for libraries
@everylibrary

10. What Activates Voters for a Library Measure?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + Community
@everylibrary
Building voter support for libraries

11. How Do We Find Those People?
Building voter support for libraries

12. Causes Bring
People Together
Campaigns are Always the Cause

13. Every Campaign is a Cause….

14. The Campaign is Always a Cause
Are You Better Off Than You Were Four Years Ago? - Reagan 1980
It's Morning Again in America - Reagan 1984
Putting People First / It's the economy, stupid - Clinton 1992
Building a Bridge to the 21st Century - Clinton 1996
Compassionate Conservatism - Bush (W) 2000
A Safer World and a More Hopeful America - Bush (W) 2004
Hope/Change - Obama 2008
Forward - Obama 2012

15. All Elections
are won by
Coalitions
Building voter support for libraries

16. 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
Use of the Library Does Not Matter
Building voter support for libraries

17. What Activates Voters for a Library Measure?
● Is the reason for the tax - and process to get there -
legitimate?
● Is there a difference between Plan A and Plan B?
● Where is my money going? and
Who is spending my money?
Building voter support for libraries

18. Coalition 101
Common Cause?
Common Concern?
Shared Values Framework
Never 100% overlap or
you should just merge

19. Coalition 101
Confusing ‘project partners’
with coalition partners
Confusing ‘sponsors’ with
‘coalition partners’
Confusing ‘should be
partners’ with ‘actually are
partners’

20. Who Joins a Library Coalition?
• They are involved in their communities
• They recognize the library’s importance to the community and to a child’s
education
• They are not always heavy users of the library, but believe the library is a
noble place, important and relevant to the community
Building voter support for libraries

21. • They recognize the value of a ‘passionate librarian’ as a true advocate for
lifelong learning
• They see the library as a vital community resource like public schools, fire and
police, and are willing to increase their taxes to support the library.
- OCLC "From Awareness to Funding" p7-4
Building voter support for libraries
Who Joins a Library Coalition?

22. You Have to Ask Folks to Join
● 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 speak for the candidate are necessary
Building voter support for libraries
@everylibrary

23. Identify Your Team with 5 Quick Questions
Q1. Why is the library important to you, personally?
Q2. What is your favorite reason to use the library?
Q3. Who does the Library serve? *
Q4. Why is the library important to those people?
Q5. What will new funding do to serve those communities?
Building voter support for libraries

24. Drink Coffee
Building voter support for libraries

25. Drink Coffee w/ Partners
1. Educational Partners
2. Social Welfare and Religious Partners
3. Governmental Partners
4. Civic Partners
5. Business Partners
6. Politicians
7. Media
Building voter support for libraries

26. Drink More Coffee
I Like what you’re doing --->
I Support what you are doing --->
I Want to identify us with what you are doing.
@everylibrary

27. Power Mapping
Who are Your Potential Coalition
Members?

28. *Power Mapping

29. Who Else Cares about Education?
1. Educational Partners
Pre-K and K-12
College/University
For-Profit Tutoring
Private/Public After-School Programs
Three Messages: Library as Educational Partner, Library as Resource Extender,
Library as Gap Filler
Building voter support for libraries

30. 2. Social Welfare and Religious Partners
Counseling Centers
Food Pantry / WIC
Jobs Training Center
Literacy Centers
Youth Oriented
Human Services
Three Messages: Library as Resource Extender, Library as Third Place, Library as Start
Point
Building voter support for libraries
Who Else Cares about Populations?

31. 3. Governmental Partners
Parks and Recc
Public Safety – Police and Fire
Public Works
Public Employee Unions
Tribal Government
Transit and Development
Three Messages: Library as Contact Place, Library as Info Point, Library in Common
Cause
Building voter support for libraries
Who Else Cares What Your Tax Rate is?

32. 4. Civic Partners
Rotary, Lions, Kiwanis
Military Family Support
Heritage and Local History
GLBT, Immigrant and New Resident
Arts & Culture
Environment and Livable Communities
Three Messages: Library as Social Leveler, Library as Neutral Good, Library as [insert
organizational cause the library already champions]
Building voter support for libraries
Who Else Wants to Change the World a Bit?

33. 5. Business Partners
Local Chamber / CVB
Startups and Entrepreneurs
Small Businesses – Service or Retail
Big Civilian Employers & Military
Realtors
Three Messages: Librarian as Business Reference Resource, Library as Training Space,
Library as Retail Anchor
Building voter support for libraries
Who (Often) Doesn’t Know about Libraries?

34. 6. Politicians
Incumbents
Insurgents
City / County / State / Federal
Three Messages: Library as Good Governance, Library as Responsible with Budget,
Library as [insert their pet project]
Building voter support for libraries
Who Else has Constituents?

35. 7. Media and Local Networks
Print, Radio and TV
Social Media Groups
Bloggers
Networkers, Connectors (Gossips)
Key Messaging is always your campaign themes and talking points
Building voter support for libraries
Who Needs to Hear it First?

36. Keep it Relevant

37. Plan A / B Frames
We have a plan that is….
The community needs the library to….
Here is what happens if the plan is funded….
Here’s what happens if it isn’t….
Building voter support for libraries
@everylibrary

38. Read Your Own Plan A and Plan B
● What is in the Plans for the whole system?
● What is in the Plans for each neighborhood
● Who is going to be uncomfortable with this?
● Talk about objections and opposition
● Develop branch level messaging
Building voter support for libraries

39. Cause to Coalition
Extending your influence

40. Extending Your Influence
What systems exist in your community that align with libraries? Where are your
natural partnerships? Who are you regularly frustrated with?
State and Local Systems:
Boards and Commissions
Coalitions of Common Cause
Coalitions of Common Concern

41. What Coalitions are Right for You?
Economic Development
Early Literacy and Early Childhood
Grade Level Reading
Housing and Food Security
Immigration
Safety and Violence

42. How to Build a Coalition
Advancing your agenda by making
it part of other agendas

43. Building a New Coalition
1) A clear ‘ask’ to potential members
a) What is the problem / solution?
b) What defines buy-in?
2) Identify coalition leadership, key
organizations, and junior partner
organizations
3) Draft an coalition organizational chart /
structure
a) Committees
b) Roles for each organization
Building voter support for libraries

44. Building a New Coalition
4) Internal communications protocols and infrastructure
5) Communications with external stakeholders, the public, and lobbying
targets
6) Budget for coalition work - Money and time both matter
Building voter support for libraries

45. Is this Coalition Right for me?
● A clear ‘ask’ to potential members?
● A buy-in for membership?
● Is the coalition organized for success?
● Is there a track record of communications
● Is there a budget (money or time) for coalition?
● Are they folks you’d have a glass of tea with?
Building voter support for libraries

46. Where do we go first?
Who goes?

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