John Chrastka @mrchrastka | @everylibrary Building voter support for libraries Dreams from My Library PALA 2016 - Directors II John Chrastka @mrchrastka | @everylibrary Good morning Thank you Introduce ourselves

Voter Attitudes Nationwide, of all voters: 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. Building voter support for libraries

Library Use Does Not Matter If you focus your marketing and messaging to convince people to become users, you will alienate folks who don’t want to be, but still value who you are and what you do. Building voter support for libraries

Library as Transformative Force Your marketing and outreach needs to talk about what will happen, not only when it will happen. What are the expected and hoped-for outcomes? Building voter support for libraries

Attitude - Not Demographics While voter attitudes and perceptions about the library matters as much as their attitudes and perceptions of the librarians, not everyone cares a lot. Building voter support for libraries

What Activates Voters? Seven Factors: A Reason to Vote ** Mobilized Personal Contact with Candidate or Issue* Culture/Tradition/Habit of Voting* Trust in Government Decided to Vote Weather/Access to Polls Both Building voter support for libraries

How Candidates “Surface” 02/27/13 How Candidates “Surface” Write the book Tell their story Be seen as an expert Start an Exploratory Team Get endorsed Launch their Campaign Building voter support for libraries

*What is Your Book? Strategic Plan Management Plan 02/27/13 *What is Your Book? Strategic Plan Management Plan Service/Programs/Collections Plan Fundraising Goals Financials and Fiduciary John Building voter support for libraries

Building Your Plans After Lunch [PC]

Plan A / B Frames Plan A = What happens in / for / to the community if it passes Plan B = What happens if it fails These are the official plans. One will be enacted on election or budget day. The other won’t. Building voter support for libraries

Plan A / B Frames We have a plan that... Is basic - needs stability Is aspirational - needs growth Is integral - advances several missions The community needs the library to…. Partner Incubators Leverage Building voter support for libraries

Five Themes for Any Campaign The Library as… Educational Partner Economic Development Engine Social Leveler Place of Discovery Personal Refuge #everylibrary Building voter support for libraries

“Transformative Force” The Library as Incubator Businesses The Arts Community Identity #everylibrary Building voter support for libraries

Anticipating How Your Audience Listens After Lunch [PC]

Educational Allies Three Messages 02/27/13 Educational Allies Three Messages Library as Educational Partner, Library as Resource Extender, Library as Gap Filler Building voter support for libraries

Social Welfare / Religious 02/27/13 Social Welfare / Religious Three Messages: Library as Resource Extender, Library as Third Place, Library as Start Point Building voter support for libraries

Governmental Partners 02/27/13 Governmental Partners Three Messages: Library as Contact Place, Library as Info Point, Library in Common Cause Building voter support for libraries

Civic Partners Three Messages: 02/27/13 Civic Partners Three Messages: Library as Social Leveler, Library as Neutral Good, Library as [insert organizational cause] Building voter support for libraries

Business Partners Three Messages: 02/27/13 Business Partners Three Messages: Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor Building voter support for libraries

Local Politicians and Electeds 02/27/13 Local Politicians and Electeds Key Message is the ‘extremely local’ and ‘constituent focused’ outcomes of the library’s budget. Building voter support for libraries

02/27/13 Media and Local Blogs Key Messaging is always your campaign themes and talking points. Building voter support for libraries

Anticipating Your Opposition Before You Start the Plan After Lunch [PC]

Opposition Who opposes libraries? And librarians? Against Taxes 02/27/13 Opposition Who opposes libraries? And librarians? Against Taxes Against the Staff or Leadership Community “Zero Sum” Groups Anti-Access John Building voter support for libraries

Opposition Who opposes libraries? And librarians? Against Taxes 02/27/13 Opposition Who opposes libraries? And librarians? Against Taxes Against the Staff or Leadership Community “Zero Sum” Groups Anti-Access Small and Leaderless? Organized but Unsupported A National Action John Building voter support for libraries

Messaging that Works The Librarians who.... John

“Perception of the Librarian” Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution. #everylibrary Building voter support for libraries

“The Passionate Librarian” We are the Librarians who…. … find a job … learn to read … connect with family Let me tell you about my librarians…. Building voter support for libraries

Train Your Staff After Lunch [PC]

Read and Talk about Plan A and Plan B What is in the Plans for the whole system? What is in the Plans for your branch/town Who is going to be uncomfortable with this? Talk about objections and opposition Develop neighborhood level messaging Building voter support for libraries

Remember – Use Does Not Matter 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 Building voter support for libraries

action.everylibrary.org John

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