Determining & Communicating Value Joe Matthews Internet Librarian 2006

Adding Value Ease of use Noise reduction Quality Adaptability Time savings Cost savings

Why Demonstrate Value? Show the librarys contribution to meeting the organizations goals and objectives Show accountability Advocacy and marketing tool Be proactive

To Show Your Value Address the priorities of the whole organization Demonstrate how the library furthers the goals of the organization Use their jargon

Evaluation Model ResourcesCapabilityUtilizationImpact or Effect Input Measures Process Measures Output Measures Outcomes IndividualOrganization or Community

To demonstrate value we must focus on OUTCOMES Answer the question: Are we doing the right things?

Outcome – the consequence, practical result, or effect of an event or activity Impact – the effect of one person, thing, action, or service on another Value – the importance of something, the perception of actual or potential benefit Benefit – the helpful or useful effect that a thing or service has

Taxonomy of Results COGNITIVE results AFFECTIVE results ACCOMPLISHMENTS in relation to tasks EXPECTATIONS met TIME aspects MONEY estimates

Academic Libraries A considerable proportion of all students borrow no materials from the library A small proportion of students are responsible for a majority of borrowed materials Assigned readings and course- related readings (reserves) accounts for the majority of circulation The amount of borrowing varies by discipline or field of study

Academic Libraries The studies do not control for student abilities and typically rely on a single measure of use and success Studies that rely on self-evaluation of success may not be an accurate assessment of library skills The correlation between library use and academic achievement is weak at best (and, in most cases, not statistically significant).

Academic Library Outcomes Does the use of library resources & services: Assist students achieve academic success? Assist faculty improve their teaching Assist scientists in their research?

School Libraries Schools with stronger school library programs average 10-20% higher test scores

Strong School Libraries Have more professional & support staff Provide more computers Spend more on licensed databases Participate more in resource sharing

Strong School Libraries Visited more by students Have flexible scheduling More librarian/teacher collaboration Current collections which are used more heavily

Message for School Librarians Start talking to other educators and policy makers (the principal) on their terms

Public Libraries Traditional functions – reading & literacy, providing access to information & leisure reading, and education Social & caring roles – personal development, community empowerment & learning, local image, and social cohesion

Public Libraries Equity – providing services and technologies to bridge the inequalities between groups within the community Economic impact – business & employment information, training opportunities, multiplier effect on local economy

Public Library Social Benefits Use of leisure time Informed personal decisions Literacy Support of Education –Preschoolers & young children –Teenagers –Adults Local History & Genealogy

Public Library Social Benefits Access to technology Technology training Library as Place Community Awareness Support for a democratic society

Public Library Economic Benefits For the Individual Savings from sharing rather than buying materials Information for personal investors Technology access Health information Employment information

Public Library Economic Benefits For Local Business Business & Career Information Economic Development

Public Library Economic Benefits For the Local Community Library as employer Purchase of goods & services Library as destination Attracting commercial & industrial development

Public Library Economic Benefits Cost-Benefit Analysis Contingent valuation methodology What would you pay if the service is not available? Willingness to accept – tax cut to close the library St. Louis Public Library 4:1 to 12:1

Public Library Economic Benefits Cost-Benefit Analysis Carnegie Library of Pittsburgh –2+ million visitors –3:1 ratio Phoenix Public Library –10:1 ratio

Public Library Economic Benefits Cost-Benefit Analysis State of Florida –68.3 million visitors –6.54:1 ratio State of South Carolina –4.48:1 ratio

Public Library Economic Benefits ServicePriceAmount of Use Value Children's books $10100,000$1,000,000 Adult books $20100,000$2,000,000 DVDs$15150,000$2,225,000

Special Libraries Transform the perception of the library into a recognized organizational asset that affects the bottom line !

Special Library Benefits Accomplishments Hospitals Quinn & Rogers, Marshall –Reduced length of stay –Avoided surgery –Avoided additional tests –Changed advice/diagnosis Banking Marshall –Better decisions, reduced risk –Saved time

Special Library Benefits Accomplishments Government Marshall –Meet deadlines –Improved plans & policies All organizations – improved productivity Koenig –Greater openness to information –Greater use of information services

Special Library Benefits Saving Time –Substitution of professionals time –Time spent reading Griffiths & King –Current awareness bulletin 9:1 ratio Harris & Marshall –Saved 14 hours per project Outsell 2001 survey –Reduced product development time

Special Library Benefits Cost Aspects Relative Value Approach Use alternate source in lieu of library $5,010 vs. $1,700 per professional Griffiths & King Consequential Value Approach –Reduce costs –Increase revenues

Special Library Benefits Consequential Value Approach –Saved $2,500 per project –Increased revenues per sale of $85,000 –Identified new sales valued at $131,000 Outsell 2001 survey

Special Library Benefits Return on Investment Benefit-cost ratios range from 16:1 to 3:1 Griffiths & King, Tenopir & King, Portugal

Action Plan Know your audience Determine your value Communicate your value by focusing on benefits Use their jargon!

Resources Joseph R. Matthews. The Bottom Line. Determining & Communicating the Value of the Special Library. Libraries Unlimited, Joseph R. Matthews. Measuring for Results: The Dimensions of Public Library Effectiveness. Libraries Unlimited, Joseph R. Matthews. Institutional and Library Assessment In Higher Education. Libraries Unlimited, forthcoming.