Relevancy = Diversity: Broadening Your Audience Principles on reaching multicultural audiences American Library Association, PR Forum Eric Friedenwald-Fishman, Creative Director/President Sunday, July 12, 2009

Data Snapshot: Demographics - Current U.S. Population Demographics and Data Snapshot:  Significance and growth of our nation’s multicultural population.  By 2050, 49 percent of the U.S. population will be non-white.  Latinos are the fastest-growing ethnic group, with voter registration and voting rates growing faster than those of other racial and ethnic groups.  Minority- and women-owned businesses number more than 12 million strong and accounting for more than $4 trillion in annual gross sales.  Minority donors are generally motivated to “give back” to the community after achieving success (Council on Foundations Study).  Effectively engaging diverse audiences is key to ensuring long-term voter support, increasing revenues and contributed income, strengthening customer loyalty, and attracting new volunteers and donors. Why Multicultural Communication Matters

CASE EXAMPLE: Lee y serás Campaign An initiative of the National Council of La Raza, Scholastic and Verizon

Principles relevant to this case include:  PRINCIPLE 1. Check your Assumptions at the Door. Begin with yourself  PRINCIPLE 2. Understand the Cultural Context(s) of Your Audience: Do your homework CASE EXAMPLE: Lee y ser á s Campaign

CASE EXAMPLE: Multicultural collections  North Portland Library

Principles relevant to this case include:  PRINCIPLE 3. Invest Before You Request: Create “community- centered” partnerships  PRINCIPLE 4. Develop Authentic Relationships: Maintain a long-term perspective  PRINCIPLE 5. Build Shared Ownership: Engage don’t just involve  PRINCIPLE 6. Walk Your Talk: Lead by example CASE EXAMPLE: Lee y ser á s Campaign CASE EXAMPLE: Multicultural collections

CASE EXAMPLE: En tu biblioteca Campaign The American Library Association

CASE EXAMPLE: En tu biblioteca Campaign Principles relevant to this case include:  PRINCIPLE 7. Relate, Don’t Translate. Place communication in cultural context  PRINCIPLE 8. Anticipate Change: Be prepared to succeed.

Data Snapshot: Demographics - Current U.S. Population  Multicultural communication engages voters, donors, customers, constituents and stakeholders.  By applying the eight principles, your organization can better advance your goals and mission and help create a stronger more equitable society.  While there are many nuances, approaches and perspectives to learn and apply, ultimately it all comes down to what we like to call the new 3Rs: Relevance, Relationships and Results. Conclusion

Data Snapshot: Demographics - Current U.S. Population  Libraries ensure that knowledge and information are free and accessible to all  Libraries are a critical pathway to opportunity  Libraries help express the value and values of diverse audiences through programs, collections and services  Build upon these strengths by inviting patrons from diverse backgrounds to advance their vision for their community by investing in their library as a partner, advocate, donor or volunteer Multicultural communication for libraries is an Investment in democracy’s best-dept promise

Data Snapshot: Demographics - Current U.S. Population  Observations  Ideas  Questions  Inspiration Discussion