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Using door to-door marketing for library card sign-ups-final

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Using door to-door marketing for library card sign-ups-final

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Presented as a webinar for ALA with our colleagues from the Cedar Park (IA), Crystal Lake (IL) and Milpitas (CA) libraries, you can learn practical and actionable ideas for putting best practices from political campaigns for door to door engagement with your community to work for Library Card Signup Month. Web archive of the presentation is available at http://ala.adobeconnect.com/p73mu8bs0k7/ (forward to the 2 minute mark to begin, please).

Presented as a webinar for ALA with our colleagues from the Cedar Park (IA), Crystal Lake (IL) and Milpitas (CA) libraries, you can learn practical and actionable ideas for putting best practices from political campaigns for door to door engagement with your community to work for Library Card Signup Month. Web archive of the presentation is available at http://ala.adobeconnect.com/p73mu8bs0k7/ (forward to the 2 minute mark to begin, please).

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Using door to-door marketing for library card sign-ups-final

  1. 1. Using door-to-door marketing for library card sign-ups John Chrastka, EveryLibrary; Amber Mussman, Cedar Rapids (Iowa) Public Library; Linda Price-Natter and Pam Miller, Crystal Lake (Illinois) Public Library; and Shoshana Francis, Milpitas (California) Library.
  2. 2. About EveryLibrary EveryLibrary is the first national political action committee for libraries. We provide pro-bono training and coaching to library staff and boards on effective Informational communications campaigns and pro-bono advising and consulting to local Vote YES committees in support of the library referendum or measure. 28 library ballot measures; 22 wins $55.4 million in stable tax funding secured to date 8 more campaigns on November 3rd ballot Building voter support for libraries
  3. 3. Why Go Door to Door? What we know from library campaigns and voter engagement Building voter support for libraries
  4. 4. 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 @everylibrary
  5. 5. 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 @everylibrary
  6. 6. 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
  7. 7. They recognize the value of a ‘passionate librarian’ as a true advocate for lifelong learning. @everylibrary Attitude - Not Demographics
  8. 8. What Activates Voters From the political sciences: Weather, personal motivation, trust in government and the political process… Are they a voter or do they sometimes vote? Meeting the candidate or their representative* @everylibrary
  9. 9. What Activates Advocates From development and fundraising professionals: Easy to use tools, is there an identified need, does the institution have a good reputation, and have they made a pledge Prior success as an advocate (level up)? Do they have an experience of the issue or its impact* @everylibrary
  10. 10. Walk Your Precinct If the knock on the door and the chance to meet the candidate is the most important way to motivate a voter…. And if the librarians and staff are the candidate…. @everylibrary
  11. 11. Questions and Comments for John are welcome in the chat box. We’ll queue them up for the end…. Building voter support for libraries
  12. 12. Today’s Expert Advice Amber Mussman, Cedar Rapids (IA) Public Library 2015 Door to door card signups Linda Price-Natter and Pam Miller, Crystal Lake (IL) Public Library 2014 Strategic planning survey and 2015 door to door signups Shoshana Francis, Milpitas (CA) Library Canvassing Tips & Tricks
  13. 13. Amber Mussman Cedar Rapids Public Library 2015 Library Card Signups
  14. 14. Why • National Library Card Sign-Up Month • Community Connections • Vote on November 3, 2015
  15. 15. Who and What • Staff and Volunteers self selected to join us • Fears were addressed • Tools and technology • Training
  16. 16. Criteria for Neighborhood Selection • Access to the library • Haven’t noticed us • Leverage
  17. 17. Tools
  18. 18. Conversations– 106 Doors knocked – 180 Leave behinds – 74 Cards made - 36 Measurement
  19. 19. Questions and Comments for Amber are welcome in the chat box. We’ll queue them up for the end…. Building voter support for libraries
  20. 20. Linda Price-Natter and Pam Miller Crystal Lake Public Library 2015 Library Card Signups and 2014 Strategic Planning Surveys
  21. 21. Our Strategy Community Engagement
  22. 22. The Process
  23. 23. Our Teams
  24. 24. https://www.youtube.com/watch?v=hxCHEJS HOBE Communication Staff Packets Include: · 2015 Library Card Sign Up Month Bookmark · The Most Valuable Card in Your Wallet Brochure · Fiscal Year 2014/15 Annual Report · Magnet with Library Hours · CLPL Pen Circulation Staff Packets Included: · 20 Library Card Applications in English · 10 Library Card Applications in Spanish FAQ Sheet · 20 Library Cards and marker · 20 Business cards
  25. 25. Business Partner and Education Partner Materials
  26. 26. Staff and Public Response
  27. 27. What We Learned
  28. 28. Capturing the Data
  29. 29. Questions and Comments for Linda and Pam are welcome in the chat box. We’ll queue them up for the end…. Building voter support for libraries
  30. 30. Shoshana Francis Milpitas Library Canvassing Tips & Tricks
  31. 31. Write it up, memorize it, practice it! • Don’t just wing it, or you’ll end up stumbling over your words and looking foolish. • Once you’ve written up the basics, memorize it. Then PRACTICE, PRACTICE, AND PRACTICE AGAIN. Use role- play and partners. • Make sure your delivery is strong and to-the-point. Confidence inspires confidence. Be passionate, and let your love of the library shine through.
  32. 32. Be official • Wear your library name-tag and carry an ID card, so people know who you are. • If people are squirrely, have them call your library and verify you work there.
  33. 33. Be friendly • Smile, and make eye contact. Eye contact is extremely important. • If they’re not interested, or are actively hostile, simply thank them for their time and walk away. DO NOT ENGAGE THE HATERS.
  34. 34. Be prepared • Dress for the weather. If it looks like it might rain, bring an umbrella. Wear comfortable shoes • Bring a bottle of water and a snack. Make sure your phone is charged
  35. 35. BE SAFE! • Always canvass in pairs • Be smart and don’t be afraid to say “no thank you” • Never give out any personal information • Make sure others know where you’ll be, and when
  36. 36. Be organized • Mark out your "turf" for each day. You should try for about 10 houses/hour • Mark which streets you’ve already done on a master map • As you go, write down the house #s where no one was home, and go back later • The best time of day is the after-work hours
  37. 37. Know your stuff • Nothing is more embarrassing than having someone ask a question about the library, and not knowing the answer. • If possible, carry a tablet with you
  38. 38. Keep your mood up • After a bad experience, sit down and take a break. Take deep breaths, kick the curb, smoke a cigarette if that’s your thing, whatever calms you. Do not take that bad energy to the next door.
  39. 39. Questions and Comments for John, Amber, Linda and Pam, and Shoshana are welcome in the chat box. Building voter support for libraries
  40. 40. Wrap Up, Resources and Questions EveryLibrary’s “Library Card Signups” guide is available free of charge at www.everylibrary.org All the sample materials from today’s webinar is available via dropbox at: http://bit.ly/librarycardsignup or from EveryLibrary.org Building voter support for libraries
  41. 41. Shoshana Francis Supervising Librarian, Adult & Teen Services Milpitas Library 408-262-1171 x3612 sfrancis@sccl.org John Chrastka Executive Director EveryLibrary john.chrastka@everylibrary.org 312-574-0316 @everylibrary Building voter support for libraries Linda Price-Natter Public Relations Coordinator Crystal Lake Public Library lprice-natter@clpl.org Pam Miller Head of Circulation Services Crystal Lake Public Library pmiller@clpl.org Amber Mussman Community Relations Manager Cedar Rapids Public Library (319) 739-0404 mussmana@crlibrary.org
  42. 42. Thank You! John Chrastka, EveryLibrary; Amber Mussman, Cedar Rapids (Iowa) Public Library; Linda Price-Natter and Pam Miller, Crystal Lake (Illinois) Public Library; Shoshana Francis, Milpitas (California) Library.

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