This document summarizes a panel presentation at the Massachusetts Library Association Annual Conference on reaching non-library users through stealth outreach. Three librarians from Baystate Health Sciences Library, Chicopee Public Library, and Newton Free Library shared their experiences conducting programming and providing reference services outside of the traditional library setting. They discussed successful outreach initiatives like working with schools, senior centers, and farmers markets. The challenges of low attendance and determining the right programs were also addressed. The panel emphasized the importance of collaboration, being flexible, and meeting people where they are.

1. STEALTH REFERENCE:
REACHING NON-LIBRARY USERS
MASSACHUSETTS LIBRARY ASSOCIATION ANNUAL CONFERENCE
PANEL PRESENTATION
MAY 4, 2015

2. MARGOT MALACHOWSKI
COMMUNITY OUTREACH LIBRARIAN
BAYSTATE HEALTH, SPRINGFIELD, MA
ANNE GANCARZ
COMMUNITY SERVICES LIBRARIAN
CHICOPEE PUBLIC LIBRARY
JOHN WALSH
ASSISTANT REFERENCE SUPERVISOR
NEWTON FREE LIBRARY

3. Stealth /stelTH/ noun 3. Being amazingly
slick or smooth (Urban Dictionary, accessed
10/08/2014).
Our panel members take programming and
reference skills out to folks who don’t come
to the library. We gather ideas and
questions. We provide actual services!
These are our successes and failures.

4. BAYSTATE HEALTH
SCIENCES
LIBRARY

5. MARGOT MALACHOWSKI
COMMUNITY OUTREACH LIBRARIAN
BAYSTATE HEALTH, SPRINGFIELD, MA

6. CONSUMER HEALTH LIBRARY
 3300 Main Street satellite
 M-F afternoons, staffed by librarian
 Free pamphlets on general health
 Subscription databases
 Reference texts, health newsletters
 Free printouts on health information
 Phone, email, postal mail services
 Walk-in traffic is low!!! Needed to get out into the community to
provide services to the folks who need health information!!!

7. 7
CONTRIBUTING TO HOSPITAL COMMUNITY BENEFIT
 Conduct a community health needs
assessment (CHNA) every three
years, in collaboration with the
community
 Excise tax of $50,000 per hospital
and tax exemption may be at risk for
failure to meet this requirement
 Pressure on hospitals to ensure
“community benefit” investments
are transparent, measurable, and
responsive and accountable to
identified community need
Walking School Bus Program
Brightwood Elementary School, North End of Springfield
Led by Karen Pohlman, FNP
Community Program Manager, Baystate Health

8. 8
COMMUNITY HEALTH NEEDS ASSESSMENT
 Identify the most significant health needs or problems
 Who (vulnerable people, e.g., those with health disparities)?
 What (poor health status, early mortality, chronic disease)?
 Where (medically underserved areas, counties/zip codes)?
 Why (access barriers, unhealthy behaviors)?
 The “How” = Implementation Strategy: identify potential program and
collaboration opportunities that have a measurable impact

9. PRIORITY SETTING
Needs Programs
Needs without
available programs
Programs misaligned
with identified needs
Programs
Aligned With
Needs
18

10. Hampden County has the dubious
distinction of being the least healthy county
in Massachusetts. Providers of health care
are looking for innovative ways to tackle the
causes of poor maternal/infant health, high
rates of diet- and exercise-related disease,
and barriers to adequate mental health
services.

11. 11
OUTREACH TO FRANKLIN COUNTY IN FY2015
Greenfield (pop. 17,511) is the county seat of Franklin
County, and ranks as among the poorest 10% of all towns in
Massachusetts. (U.S. Census 2009)
14.9% families in poverty
8.2% unemployment
8.5% no high school diploma
9% high school drop-out rate
43.8% public school children qualify free/reduced lunch
North Quabbin region (pop. 28,000) encompasses nine towns in Franklin
County, with persistent poverty.
(U.S. Census 2009)
14.4% families in poverty
6.4% unemployment
10.7% no high school diploma
11.2% high school drop-out rate
47% public school children qualify free/reduced lunch
Community Engagement: Baystate Health Sciences Library
and The Literacy Project Collaborate to Teach Health Literacy
This project has been funded in whole or in part with Federal
funds from the National Library of Medicine, National Institutes
of Health, Department of Health and Human Services, under
Contract No. #HHS-N-276-2011-0001C with the University of
Massachusetts Medical School.

12. Instruction
Chicopee Public Library
Forbes Public Library
Literacy Project
Springfield City Libraries
Springfield Technical Community College
Storrs Public Library (Longmeadow)
Exhibits
Al Baqi Center for Human Excellence
Anti-Bullying Fair
Massachusetts EMS Conference
National Health Center Week (3 clinics)
New North Citizens Council HIV/AIDS
Vietnamese Civic Association
Weldon Outpatient Rehabilitation Fair
Springfield Parents Academy Back-to-School
Stone Soul Festival
Coalitions
Massachusetts Department of Public Health
Massachusetts Library System
Medical Home Work Group for Families with Special
Needs Children
Springfield Food Policy Council
Springfield Department of Elder Affairs
UMass School of Public Health Western MA Health
Equity Network
Western MA Health Information Consortium
COMMUNITY OUTREACH, FY2014

13. MY OWN MEASURES
ACTIVITIES OUTPUTS: BASELINE OUTPUTS: GOALS OUTCOMES
Answer Q’s
(walk-in, ph/em)
FY_11 = 347
FY_12 = 280
FY_13 = 237
FY_14 = 272
FY_15 = 284
March = on target
FY_15 =
Perform searches
(to be mailed/emailed)
FY_11 = 48
FY_12 = 54
FY_13 = 93+
FY_14 = 79
FY_15 = 68
March = on target
FY_15 =
Prepare instruction
(classes & lectures)
*all audiences: public,
librarians, partners, BH
FY_11 = 21
FY_12 = 21
FY_13 = 23
FY_14 = 22
FY_15 = 22
March = on target
FY_15 =
Prepare exhibits
(health fairs)
FY_11 = 2
FY_12 = 6
FY_13 = 6+
FY_14 = 12
FY_15 = 6
March = 1 (need 5)
FY_15 =
Write for publication
(articles, book reviews, blog
posts*)
FY_11 = 6
FY_12 = 4
FY_13 = 3
FY_14 = 6
FY_15 = 5
March = increase (17*)
(Chapter, Bk Review, Jnl Article,
Newsl Article, Blog Posts*)
FY_15 =
Prepare for conferences
(panels, posters & lightning
rounds)
FY_11 = 0
FY_12 = 2
FY_13 = 1
FY_14 = 1
FY_15 = 1
(Mass Lib Assoc in May)
FY_15 =
+ started taking reference questions at health fairs
* started counting blog posts as writing for publication

14. CHICOPEE PUBLIC LIBRARY

15. ANNE GANCARZ
COMMUNITY SERVICES LIBRARIAN
CHICOPEE PUBLIC LIBRARY

16. Our reference department is the “go to”
department for information, outreach,
and in-depth information gathering.
Including:
Use of the library
Research
Job Search/Resume
School
Databases
Computers

17. Outreach to potential users – where to start:
Who am I seeking?
(anecdotal information, request for services, collaboration with
agencies)
What am I offering?
(library services, information for reference, education, personal
enrichment)
Where should I go?
(community assessment)
Why?
(if a user population isn’t using the library,
the library may not be serving them effectively)

18. Successful outreach initiatives that often
include groups that would not or cannot come to the
library for library services:
•Schools
•Teens
•Visually impaired Community
•Ex-Offenders / Sheriff’s Department
•Homebound patrons
•Farmer’s Market
•Adult learners
•Council on Aging/Senior Center

19. A note:
Any opportunity you have to discuss your library
(and I do mean ANY)
gives you the opportunity to engage your community of
potential library users
(as well as their friends, families and colleagues)

20. Collaborators in the community include:
• City Departments including:
• Parks & Recreation
• Commission on Disabilities
• Council on Aging
• Local agencies that already serve potential patrons including:
• Sunshine Village
• Valley Opportunity Council
• Boys & Girls Club of Chicopee

21. Participation on Planning Boards such as:
• Adult Basic Education Community Planning Partnership
• Alumni Boards
• National Night Out Against Crime
Participation in local events such as:
• Relay for Life
• Social Service Fairs
• Big Truck Day
• Light it Up Blue for Autism Awareness
Additional Ideas for Getting to Know Potential
Library Users:

22. A tip:
Never underestimate the power of “Showing Up”.

23. Not-so-successful outreach initiatives:
Career information programs with an outside vendor
Formal computer instruction
Book talks and Author visits

24. A note:
We have better luck with programming based on patron
requests (for example – an E-reader petting zoo).
Another note:
Programming popularity is cyclical – one year holistic health
will be the rage – the next it might be financial planning…..

25. The future of outreach at the CPL:
BOOKMOBILE!!

26. Final Thoughts from Anne:
•Collaborate!
•Don’t reinvent the wheel!
•Meet people in your community that have the same goals as you do!
•Don’t get discouraged!
You are doing important work that is helping many people!

27. NEW
TON
FREE LIBRARY

28. JOHN WALSH
ASSISTANT REFERENCE SUPERVISOR
NEWTON FREE LIBRARY

29. ENGAGE
 Go where the people you want to be users are
 People that come into the library already know
what we offer
 Show others what they are missing
 Don’t take yourself too seriously

30. AT THE FARMER’S MARKET
 Battle of the Books (Twilight vs Harry Potter)
 Fictious Fights! Batman (Bale) vs Iron Man (Downey)
 Less on the table is more (Clutter is the enemy!)
 Give out calendars of events
 Stand up (Don’t make it too comfortable for visitors)

31. THEY DON’T KNOW THEY WANT THINGS
 Always offer a follow-up if they are busy but make
sure it fits their schedule, not just yours.
 Make sure any handouts are things that can be
immediately done.

32. YOU
HAVE
BRAINS
IN
YOUR
HEAD,
YOU
HAVE
FEET IN
YOUR
SHOES.
YOU
CAN
STEER
YOURSELF
ANY
DIRECTION
YOU
CHOOSE.
Dr. Seuss,
writer, poet, cartoonist
Springfield, M
A