1. Librarian as Candidate /
Building voter support for libraries
Librarian as Candidate /
Library as Cause
#MSLib Workshop
John Chrastka, EveryLibrary @mrchrastka

2. First Nationwide PAC for Libraries
63 Campaigns and 46 Win
$220+ million in stable tax funding
18 State School Associations and ESSA
Donor funded = Pro-Bono support for libraries *

3. Voter Data that Frames Our Discussion
“From Awareness to Funding” says…
@everylibrary
Building voter support for libraries

4. Voter Attitudes 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.
- “From Awareness to Funding” OCLC 2008

5. Library Use Does Not Matter
A voter’s willingness to support increased library funding is not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2
@everylibrary
Building voter support for libraries

6. Library as Transformative Force
[T]he library is not perceived as just a provider of practical answers and information; the most committed supporters hold the belief that the library is a transformational force.
- OCLC "From Awareness to Funding" p. 7-4
@everylibrary
Building voter support for libraries

7. Attitude - Not Demographics
The factors that determine residents’ willingness to increase their taxes to support their local library are their perceptions and attitudes about the library and the librarian.
- OCLC "From Awareness to Funding" p. 7-3
@everylibrary
Building voter support for libraries

8. Perception of the Librarian(s)
[Voters] recognize the value of a ‘passionate librarian’ as a true advocate for lifelong learning.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries

9. 7 Factors that Activates Voters
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
Building voter support for libraries

10. What Activates Voters for a Library Measure?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + Community
@everylibrary

11. What Motivates Activists?
02/27/13
What Motivates Activists?
An Identified Need
Personal Motivation
Experience of the Issue*
Prior Success as an Advocate*
Institutional Reputation
Made a Pledge
Ease of Access to Advocacy Tools
Building voter support for libraries

12. Activate in Either Context
02/27/13
Activate in Either Context
VOTERS:
A Reason to Vote
Mobilization
Personal Contact with Candidate*
Culture/Tradition/Habit of Voting*
Trust in Government (pro or con)
Decided to Vote
Weather/Access to Polls
ACTIVISTS:
An Identified Need
Personal Motivation
Experience of the Issue*
Prior Success as Activist*
Institutional Reputation
Made a Pledge
Ease of Access to Tools

13. Run “As” or “Against” the Incumbent
“As” = New Funding Extends Success “Against” = New Funding Fixes Problems
The Library’s record will be considered, but isn’t the only factor in the race
Building voter support for libraries

14. The Librarian as Candidate
Applied Political Theory
Building voter support for libraries

15. 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
@everylibrary

16. 2016 Candidates Books

17. *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
@everylibrary
Building voter support for libraries

18. Writing a “Better Book”
Change the way you do community surveys.
Ask Questions about staff and not just about institutions.
Ask Question to non-users as much as you ask users.
Non-users have a perception of value but no current experience.
Building voter support for libraries

19. Best Practices for a Better Book
Field questions in ways that breakthrough the “4th wall”.
Oversample non-users.
Go to their homes; Go door-to-door and to unusual places; Locations where non-majority or non-privileged pops congregate.
Building voter support for libraries

20. Meet the Candidate Tell Me About You
Building voter support for libraries

21. How Voters Relate to Candidates
Does the candidate share the values that matter most to me (voter), and do they care about people like me? (Shared Values)
Can I trust the candidate to represent me faithfully? (Shared Identity)
Does the candidate have the personal qualities that lead me to believe that they will do right by my values and interests? (Personal Characteristics)
If there is an issue I care about, what is the candidate’s stand on it and can I trust them to think about it and make a decision which I would probably make if I had all the information they’ll have? (Predictability)
-The Political Brain, p. 140

22. How Voters (People) Relate to Candidates (People)
Shared Values - Do they care about people like me?
Shared Identity - Trust that the candidate is representing my concerns.
Personal Characteristics - Qualities as a Person
Predictability - About Policy and Competencies
-The Political Brain, p. 140

23. What do Good Candidates Know?
Your vision for the community is the only story to tell
Every campaign is a cause
You will either have more money than people, or more people than money
Issues are advanced and Elections are won through coalitions
Endorsements create legitimacy
Proxies who to speak for the candidate are necessary
Building voter support for libraries

24. Meet the Candidate
Worksheet
Building voter support for libraries

25. Guiding Principle: Dread Pirate Roberts

26. Causes Bring People Together
Libraries are a Cause

28. The Campaign is Always a Cause
Are You Better Off Than You Were Four Years Ago? - Reagan 1980
It's Morning Again in America - Reagan 1984
Putting People First / It's the economy, stupid - Clinton 1992
Building a Bridge to the 21st Century - Clinton 1996
Compassionate Conservatism - Bush (W) 2000
A Safer World and a More Hopeful America - Bush (W) 2004
Hope/Change - Obama 2008
Forward - Obama 2012

29. All Elections are won by Coalitions *
Building voter support for libraries *

30. Coalition 101 Common Cause? Common Concern? Shared Values Framework
Never 100% overlap or
you should just merge *

31. Coalition 101 Confusing ‘project partners’ with coalition partners
Confusing ‘sponsors’ with ‘coalition partners’
Confusing ‘should be partners’ with ‘actually are partners’ *

32. Power Mapping
Who Else Cares?

33. *Power Mapping

34. Who Cares about Education?
02/27/13
Who Cares about Education?
1. Educational Partners
Pre-K and K-12
College/University
For-Profit Tutoring
Private/Public After-School Programs
Three Messages: Library as Educational Partner, Library as Resource Extender, Library as Gap Filler
Building voter support for libraries

35. Who Cares about the Same Populations?
02/27/13
Who Cares about the Same Populations?
2. Social Welfare and Religious Partners
Counseling Centers
Food Pantry / WIC
Jobs Training Center
Literacy Centers
Youth Oriented
Human Services
Three Messages: Library as Resource Extender, Library as Third Place, Library as Start Point
Building voter support for libraries

36. Who Cares What Your Tax Rate is?
02/27/13
Who Cares What Your Tax Rate is?
3. Governmental Partners
Parks and Recc
Public Safety – Police and Fire
Public Works
Public Employee Unions
Tribal Government
Transit and Development
Three Messages: Library as Contact Place, Library as Info Point, Library in Common Cause
Building voter support for libraries

37. Who Wants to Change the World a Bit?
02/27/13
Who Wants to Change the World a Bit?
4. Civic Partners
Rotary, Lions, Kiwanis
Military Family Support
Heritage and Local History
GLBT, Immigrant and New Resident
Arts & Culture
Environment and Livable Communities
Three Messages: Library as Social Leveler, Library as Neutral Good, Library as [insert organizational cause the library already champions]
Building voter support for libraries

38. Who Doesn’t Know about Libraries?
02/27/13
Who Doesn’t Know about Libraries?
5. Business Partners
Local Chamber / CVB
Startups and Entrepreneurs
Small Businesses – Service or Retail
Big Civilian Employers & Military
Realtors
Three Messages: Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor
Building voter support for libraries

39. Who has Constituents? 6. Politicians Incumbents Insurgents
02/27/13
Who has Constituents?
6. Politicians
Incumbents
Insurgents
City / County / State / Federal
Three Messages: Library as Good Governance, Library as Responsible with Budget, Library as [insert their pet project]
Building voter support for libraries

40. Who Needs to Hear it First?
02/27/13
Who Needs to Hear it First?
7. Media and Local Networks
Print, Radio and TV
Social Media Groups
Bloggers
Networkers, Connectors (Gossips)
Key Messaging is always your campaign themes and talking points
Building voter support for libraries

41. Worksheet - Conversation
Power Mapping
Worksheet - Conversation

42. Keep it Relevant

43. It’s not about features....
Building Your Message
It’s not about features....

44. What Activates People for Library Funding
Is the reason for the tax - and process to get there - legitimate?
Is there a difference between Plan A and Plan B?
Where is my money going? and
Who is spending my money?

45. Talk about Plan B and not just Plan A
Plan A = What Happens if it is Funded
Plan B = What Happens if it is Not
Proving the negative is hard
Addressing the shortfall or status quo is really difficult

46. 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

47. 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

48. What Activates “Maybe” Voters?
Is the reason for the tax - and process behind it - legitimate?
Is there a difference between Plan A and Plan B?
Where is my money going? and
Who is spending my money?

49. Is the reason and process legitimate?
How you came up with the plan
Who participated in the planning
Did you have outside help
*They will not participate or help, necessarily

50. “Who” is as Important as “Where”
Where is my money going?
Not just features but outcomes
Numbers do in fact tell this story
Who is spending my money?
The expert librarians need it to do their jobs; or,
We need more expert librarians to do it.

51. “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

52. “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

53. Message Box – Make Assumptions
How to talk about your funding with people / orgs who (should) care

54. Message Box Exercise

55. Message Box Exercise
Classic marketing and outreach technique that is used for both “positive message development” and as a way to “anticipate opposition”
Forms the basis for successful 1st Contact with potential allies and coalition partners
Roots your message in shared values and shared identity
‘Connects the dots’ for the unaware but potentially interested

56. Message Box Exercise - How to
In relation to each grouping of allies or each ally individually, ask yourself these questions and record your answers:
What do we say about ourselves (in relation to potential partner or stakeholder)?
What do they say about themselves (about their primary area of concern)?
What do we say about them (what is our perception of their effectiveness or not)?
What do they say about us (if anything)?

57. Message Box
Worksheets

58. Message Box in Action Why do we want to talk to them?
What we say about them
What they say about themselves
What we say about ourselves
What they say about us

59. Examples
Relevant and Succinct

60. Develop relevant values-based messaging
Write ‘three key messages’ and to draft values-based messaging for stakeholders (internal and external)
Define how your main project theme is an expression of your values as an educator and a librarian.
Develop “Three Key Messages” that are mapped to your agenda and are ‘must deliver messages’ to that potential partner or stakeholder

61. Develop relevant values-based messaging
Write a to draft values-based messaging for that stakeholder
C. ‘Reduce’ your shared value and shared identity down to 27 words that can be delivered in 9 seconds and contain no more than 3 concepts (27-9-3)

62. Example 27 - 9 - 3 Educational Partners
KRL is a partner with parents and teachers to prepare children for school and to extend the school day through independent learning and discovery.
Three Key Messages:
We help extend budgets
We do after-school (safe place and extend the curriculum) well
We want to be collaborative

63. e.g. 27 - 9 - 3 Social Welfare Partners
KRL connects with local social service providers to break down barriers, improve the quality of life and broaden opportunities for the city’s most vulnerable citizens
Three Key Messages:
Social leveler, esp for certain populations
We can be a vehicle for furthering their mission
We are essential to their success
We try to be excellent partners

64. e.g. 27 - 9 - 3 Business Partners
KRL builds a stronger economy by supporting people looking for their first, next, or best job through trainings, databases, and networks.
Three Key Messages:
Workforce Development
Access to resources
Internet and computer access
Business reference
Retail anchor

65. Examples
Worksheet

66. Three Axes of Political Communications
Refining Your Message
Three Axes of Political Communications

67. Political Communication Models
My heroes are people who have stood up for the underprivileged.
The people I cannot stand are the people who are indifferent to the oppression of women, minorities, and the poor.
My heroes are people who have stood up for Western values.
The people I cannot stand are the people who are indifferent to the assault on the moral virtues and traditions that are the foundation for our civilization.
My heroes are people who have stood up for individual rights.
The people I cannot stand are the people who are indifferent to government taking away people’s ability to make their own choices.
Kling, Arnold. The Three Languages of Politics: Talking Across the Political Divides.

68. Political Communication Models
Progressive
My heroes are people who have stood up for the underprivileged.
The people I cannot stand are the people who are indifferent to the oppression of women, minorities, and the poor.
Conservative
My heroes are people who have stood up for Western values.
The people I cannot stand are the people who are indifferent to the assault on the moral virtues and traditions that are the foundation for our civilization.
Libertarian
My heroes are people who have stood up for individual rights.
The people I cannot stand are the people who are indifferent to government taking away people’s ability to make their own choices.
Kling, Arnold. The Three Languages of Politics: Talking Across the Political Divides.
Building voter support for libraries

69. Three Axes Model in Practice
(P) Story of Chondria and the inequitable barrier of service that hits hardest those among us who can afford it least.
(L) Families who could not afford to use the library come back – when these kids acquire vocabulary and build literacy skills, it makes it more likely that they will be better prepared for the job market, have more choice in their careers, and make it less likely that they will be incarcerated, or be consumers of government assistance such as food stamps or welfare.
(C) And we will hold people responsible… If they don’t return the books, they will be billed.
Building voter support for libraries

70. This slide is intentionally blank

71. John

72. action.everylibrary.org

73. www.everylibrary.org facebook/everylibrary @everylibrary
Thank You
EveryLibrary
action.everylibrary.org
facebook/everylibrary @everylibrary
Building voter support for libraries