Advocacy and Leadership The Colorado Library Leadership Institute Presented by Nancy Bolt Nancy Bolt & Associates March 6, 2009

Some Definitions Leadership is the creation and fulfillment of worthwhile opportunities through honorable means. (Herb Rubinstein) The essence of leadership is the communication of commitment. (Charlie Robinson) Leadership is informed opportunism. (Sandy Cooper)

So Just What Is Advocacy? A plan and activities to change the attitude or behavior of an individual or group of people so that they support a specific program or idea.

Where Can You Use Advocacy Skills? With public officials (city council, legislators) Within the library (with you boss, Board of Trustees, with library staff With community groups (to show value of library services) With anyone you want to convince to do something

Typical Steps in Advocating What is your goal? Who needs to be convinced this is a good idea? What is the message to convince them? What is the best way to deliver this message? How will you know if your efforts are successful?

What Is Your Goal? What do you want to accomplish? Increase library use or support? In general For a specific audience In a specific time frame What idea do you want accepted or action taken? New program or idea Changes in existing program Changes in attitude

Target Audience Who needs to be convinced this is a good idea? Who needs to be committed to the project? There can be multiple audiences for one project. Librarians Governing authorities General public Your boss or co-workers

Target Audience The audience current opinion Why should they care? Positive Neutral Negative Uninformed Why should they care? The “Leap to Passion.”

Developing the Message What is your goal? What is your key message? Short – 15 words or less Repeat often and everywhere Three major talking points Relate to the needs of your audience

Developing the Message Using data and statistics Tell a compelling story The larger the group you're trying to reach, the simpler the message must be. Messages should maintain some sort of consistency across markets

Delivering the Message What does your audience need to know to support you? How best reach the target audience? Who does the target audience listen to? What coalitions can you build? No permanent friends, no permanent enemies

Delivering the Message Who should deliver the message? Someone who knows and believes in the message Someone with credibility Staff, trustees, friends of libraries Multiple media use Public media Library media Private meetings Letters, emails, and phone calls

Delivering the Message Say thank you Be persistent Follow-up with more information Check to see if a decision has been made Build long term relationships

Evaluating Your Advocacy Efforts What action do you want your target audience to think or do? How will you know if the advocacy activity is successful? How will you measure effectiveness?

An Advocacy Example The Library Support Staff Certification Program Goal: The get support for LSSCP within ALA Divisions and the ALA Board Target Audience Divisions, LSS, Council, ALA Board Message Need, long range plans, stories

Delivering the message Papers, meetings, Advisory Committee, “Leap to Passion” Constant communication, quick response Evaluation Division votes, Council input, Board support

Analyzing Some Messages Libraries make the difference in youth development and education The library needs you. Libraries mean business.

Your Task Now Form small groups Choose from the statements attached or pick your own message Identify the objective of the message Identify the target audience

Your Task Identify the message What is the story What are the supporting facts What are 3 key, short statements that support How will you deliver the message to the target audience? How will you evaluate your success?

Practice Pick someone from a different group and present your message. You have ?? minutes each