Report for ALA Planning Retreat Sept 11, 2009 – Sept 13, 2009.
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Transcript of Report for ALA Planning Retreat Sept 11, 2009 – Sept 13, 2009.
Trends in Special/Government Libraries & Nonprofits/Associations
Report for ALA Planning RetreatSept 11, 2009 – Sept 13, 2009
More academic institutions with their own special library
Fewer stand-alone law, medical, religious, government libraries
Overall, numbers of libraries are down 10 year projection has the number of
special librarians going down every year2007 = 16813, 2017 = 10355
Fewer MLS librarians and paraprofessionals
More “other type of professional” and non-professional
More $ being spent on salaries, technology & systems, other operating expenses, electronic collections
Less $ being spent on outsourcing, other collections, print collections
More use of a web portal to resources, e-reports, e-booksLess use of print current periodicals, e-journals, print
backfilesMore use of electronic journals, licensed content,
electronic document deliveryLess use of print document delivery, ILL borrowing of print
materials, ILL lending of print materials
More likely that the catalog will contain e-journals, e-books, digital images
Less likely for staff to do a database search, have in-library use of online catalog, access to reference tools
More $ and time spent on attending professional meetings, taking virtual university courses
Less $ and time spent on evening classes, sabbaticals
Area Competency
Operations/technical services Knowledge of sources of electronic materials 79.0%
User servicesKnowledge/skills in training and bibliographic instructions for electronic services 74.5%
Technology/Systems Knowledge/skills to develop websites 72.7%
Digital library managementDatabase management skills, aka SQL, MySQL, Access 68.0%
Management/administration Public relations/marketing 55.7%
General professional competenciesAbility to evaluate, select, and filter information resources 47.4%
Finding #1 – Associations Bracing for Negative Impact of Recession
Finding #2 – Falling Non Dues Revenue is a Top Concerns
Finding #3 – Actions to Combat Current Economic Conditions are Universal
Finding #4 – Membership Retention is a Top PriorityFinding #5 – Effective Tactics to Accomplish Goals:
Direct Mail, Event Marketing and Public RelationsFinding #6 – Spending Patterns Expected to Change
The State of America’s Associations
(The 2009 Survey Results)
Expect Lower New Membership Growth Expect Fewer Attendees at MeetingsExpect Lower Revenue from Non-Dues
ActivitiesSeeing Cuts in State and Local BudgetsMassive Layoffs in the IndustryLower Reported Sales Revenue
Finding #1 - Associations Bracing for Negative Impact of Recession
In December08 82% of respondents had an extremely negative outlook on the economies impact on organizational goals. In June 80% respondents say that there has been a negative impact.
There has been a Sharp Decline in Spending in These Areas i.e. Sponsorships, Advertising and meeting Attendance
Solutions Include: - Budget Cuts - Hiring Freeze - Staff Reorganization - Layoffs Volunteer Participation is a Still Positive
Area
Finding #2 – Falling Non Dues Revenue is a Top Concern
2/3rds of June 09 respondents reported a decline in meeting registration with 26% seeing a 20+% decline.
Budget Cuts and Hiring freezes Were Cited Most Frequently as the Solution to Current Conditions
Also Cited Were: - Salary Freezes - Reduced Member Programs - Reduced Member Programs - Outsource Some Staff Functions
Finding #3 - Actions to Combat Current Economic Conditions
are Universal
85% of respondents say that they have reduced budgets as a result of the economic conditions. Approximately 50% have salary/hiring freezes and 30% layoffs.
Three of Top Four Priorities Involve Retention:
- Increasing Awareness/Brand (36%)
- Developing New Methods to Engage Members (50%)
- New Member Recruitment (41%)
Finding #4 - Membership Retention is a Top Priority
June09 60% of respondents reported a decline in membership retention with 27% reporting a decline of 10+%. Approximately 29% reported no change.
Association Priorities Generally Determine Which Marketing Strategy is Most Effective
For Membership Recruitment or Retention the Following were thought to be Most Effective:
- Direct Mail, Phone Calls - Promotional Pricing i.e. Early Bird,
Bundling, Conference Payment Plan etc. - Event Marketing - Illustrate/Create Member ValueOnline Media was Found to be the Least Effective
Finding #5 - Effective Tactics to Accomplish Goals*
(Direct Mail, Event Marketing and Public Relations)
*See next Slide
*Early Expectations vs. Reality(Actions to Address Recession)
Item December 2008
June 2009
Budget Cuts 84% 86%
Salary Freeze 43% 55%
Hiring Freeze 57% 50%
Reduced Program/Services 45% 38%
Change Investment Strategy 50% 32%
Layoffs/Eliminated Positions 26% 30%
Staff Reorganization 35% 32%
Outsourcing 25% 13%
Although Direct Mail is Considered the Most Effective Method to Maintain Brand Awareness, Retention and Recruiting, Budgets are Expected to be Cut
However, Online Activities are Expected to Increase:
- Social Networking - Web Site Modification - E-Mail
Finding #6 - Spending Patterns
Expected to Change
Most respondents have seen budget cuts. Those that had a more positive outlook are more likely to increase or maintain their budget for marketing
Future Outlook
“Survive the Recession by Preparing for the Recovery”
- Meetings and Conferences - Global Market Growth
Meetings and Conferences
The Meetings, Events and Conferences Industry Will Need to Focus its Message and Streamline its Activities. Key Drivers for Success will be:
- Flexibility in Program Offerings - Value Creation i.e Enhance the
Member Experience and Promote Connectivity
- Cost Savings - Explore Innovative Pricing Options - Involve the Exhibitors at Every
Level
Developing and Executing a Global Market Growth Strategy
Market Analysis - Research Needs to be Collected from
CustomersProduct Management - Input from local Experts in Adapting Product or
ServiceMembership - Involve Local Leaders to Create Local ActivitiesCommunications/Marketing Plan - Make the Findings/Information Relevant to
Local AudiencesMeetings - Select Partners with Solid Local Knowledge
and Expertise in Multiple Business AreasMeeting the needs of the membership remain a critical element in the future success of any association regardless of economic the environment.
Conclusions – Significant Changes More $ to electronic materials, less to printMore non-MLS, fewer MLS &
paraprofessional. Fewer special librarians every year
Fewer meeting attendees and association members
Reduced revenue = budget cuts and hiring freezes
Member recruitment and retention becomes critical for associations
Conclusions – Assumptions for FutureMany strategies to deal with budget shortfalls
(i.e. no single solution)Electronic resources will continue to gain in
importance
Conclusions - Critical UncertaintiesFunding