NILBA 2019 Workshop - Caucus the Good Idea - EveryLibrary
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A workshop on marketing to build support as presented by John Chrastka to the Northern Indiana Library Boards Assoc (NILBA) on 29 Oct 2019.
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NILBA 2019 Workshop - Caucus the Good Idea - EveryLibrary
- 1. CAUCUS THE GOOD IDEAJohn Chrastka everylibrary.org @mrchrastka @everylibrary NILBA Workshop October 29, 2019
- 5. 2. Pew, September 2016 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 the data OCLC “From Awareness to Funding”
- 10. 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 the data OCLC “From Awareness to Funding”
- 11. VOTER ATTITUDES the data 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 OCLC “From Awareness to Funding”
- 12. VOTER ATTITUDES the data The positive image of the library has increased. The willingness to vote for it has decreased. OCLC “From Awareness to Funding”
- 13. IMAGE OF LIBRARIAN the data OCLC “From Awareness to Funding”
- 18. OCLC “From Awareness to Funding”
- 20. WHAT DO WE HAVE?
- 23. EFFECTIVE MODEL
- 31. GUIDING PRINCIPLE: CREATE FUNNELS/PATH S audience email facebook direct mail data collection or ID on platform make a donation volunteer Supporters
- 32. GUIDING PRINCIPLE:ALL PATHS LEAD TO…email Social Media direct mail data collection or ID on platform Surveys Rallies events Petitions
- 37. SURFAC ING
- 38. PATHW AY TO SURFA CING • DEVELOP A NARRATIVE • WRITE THE BOOK • TELL THEIR STORY • ESTABLISH THEIR EXPERITISE • EXPLORATORY TEAM • GET ENDORSED • LAUNCH CAMPAIGN
- 39. WHAT IS YOUR BOOK? Strategic Plan Management Plan Service/Programs/Collections Plan Fundraising Goals Financials and Fiduciary
- 40. 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
- 41. 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
- 44. AUDIENCE people
- 46. WHERE CAN WE GET AUDIENCES? AtoZ Databases/ReferenceUSA Facebook and/or social media Social Hacking OrangeBoy, Analytics on Demand
- 47. MESSAGING
- 55. LANGU AGES OF POLITI • Progressive • Conservative • Libertarian
- 58. 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
- 61. ‣ like EveryLibrary on Facebook ‣ invite your friends ‣ action.everylibrary.org GET INVOLVED EVERYLIBARY. ORG
- 64. Patrick “PC” Sweeney John Chrastka everylibrary.org @pcsweeney @mrchrastka @everylibrary CAUCUS THE GOOD IDEA
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- PC Always get something back. – Some contact information, data, or understanding about supporters back
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- WHICH MEANS YOU HAVE TO GET COMFORTABLE WITH RUNNING ADVOCACY LIKE ENTREPRENOURSHIP.
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- How many of you have been around someone who just made you feel good about being around them? How many of you can think of friends or family that make you feel bad when you’re around them? How you’re feeling as a leader has a profound affect on the people you lead. Its your job as a leader, the reason you make the big bucks, to do the REALLY HARD WORK of developing your emotional intelligence and gain power over your own emotional state. Because people that count on you every single day are are affected by the way you feel.
- 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
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