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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. *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

9. Building Your Plans
After Lunch [PC]

10. 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

12. 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

14. 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

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

16. Anticipating How Your Audience Listens
After Lunch [PC]

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 02/27/13
Media and Local Blogs
Key Messaging is always your campaign themes and talking points.
Building voter support for libraries

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

25. 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

26. 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

27. Messaging that Works
The Librarians who....
John

28. “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

29. “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

30. Train Your Staff
After Lunch [PC]

31. 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

32. 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

33. action.everylibrary.org
John

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