Telling Your StorySelling the Public on Library Bond Issues

Presented by:Patti R. WatsonCooney, Watson & Associates, Inc.

When We Started in 2002 More enthusiasm More grassroots supportStatewide awareness campaignMore media money ($7,000+)More earned media opportunities

2002 Results: Overall voter approval increased by 6.3%GO Bond measure passed in all but 7 countiesVoter approval of the measure increased in every county

2008 CampaignFourth general obligation bond library bond issue in 6 years one in 2002, one in 2004, one in 2006 and this measureFormulas and distribution of funding had gone through challenges and some set-backsSome libraries had their budgets cut as a result of the bondsThe economy was spiraling downward

2008 CampaignA lot less grassroots enthusiasm and supportA lot less fundingGiven inaccurate information had to provide new numbers to media and pr was lateFewer distinct earned media opportunities Less distinction of Library bond from others

2008 ResultsBond B passed by very narrow marginVoter approval was significantly less than in 2006 in 7 countiesFuture library bond issues in jeopardy

What Went Right in 2008Campaign materials were positive and catchy Upbeat radio spots in English and SpanishPrint ads, bookmarks Put print materials on GO Bond website for uploads

What Went Wrong in 2008Delay in fundraising hurt our ability to place mediaInaccurate numbers slowed down customized press releasesLack of internal support caused us to miss speaking/media interview opportunities

What Can Libraries Doto Regain Ground?Mechanical problems with funding through the bonds need to be fixedLibrary budgets cannot and should not be cut due to bond fundingThere must be more support for libraries not only from staff, but also from their constituencies

What Can Libraries Doto Build Support? Educate their constituencies on the modern library, including its role as:A place to access computers or studyA meeting placeAn invaluable resource for those seeking work, financial assistance etc. in challenging economic timesOne of the last truly free, democratic institutions in our country

Why Are School Libraries (And Their Materials) Important? Must have up-to-date reference books if our students are to compete globallyMay be only place students can access computers to do homeworkMay be only place students can study Are an invaluable resource for classroom teachers

Why Are Academic Libraries (And Their Materials) Important? Up-to-date reference materials are critical to students seeking degreesMay be only place student can studyGathering place for study groupsCenter of campus life

Why Are Public Libraries (And Their Materials) Important?Invaluable resource for those seeking jobsOnly way to access computers for children and adultsWay to keep reading when economy is challengingGathering place for numerous community groups

The Fact Is: Libraries are an economic lifeline during tough economic times.

Why Do You Need to Sell Libraries Anyway? We take you for grantedWe dont understand your role in todays societyEveryone is competing for scarce public dollarsEveryone is competing for donations

How Do You TellYour Story?Gather anecdotes Make it easy for patrons to tell you what the library means to themBuild support through Friends groups, PTOs or PTAs, or student/faculty groupsHave a good, navigable website

Regularly Communicate WithYour Key Stakeholders School LibrariesLeadership (School Board, Principal, etc.)FacultyParents groupsPotential partners (Girl Scouts, Boy Scouts, Girls Club, Boys Club, Campfire, etc.)

Regularly Communicate WithYour Key Stakeholders Academic LibrariesLeadership (Deans, Chancellors, etc.)FacultyStudents groupsPotential partners (Alumni Groups, etc.)

Regularly Communicate WithYour Key Stakeholders Public LibrariesElected OfficialsSchoolsUniversitiesFriends GroupsLiteracy Groups

What Should You Say? Give them usage statisticsReport anecdotesAccentuate the positiveAllow them to take credit when its appropriateInvite them to your library whenever possible

Keep It Short One-page report card or electronic newsletterUse photos and graphics whenever possibleBe positiveBe concise

Communicate Through The Media Press releases on major programs, meetings etc.Press releases on outcomes, such as number of children completing special or summer reading program, awards, rankings, etc.Offer interviews on local radio stations

Get Involved In Your Communities Host booths at major eventsDonate surplus materials to good causesFloats in paradesVisits to local schools, homeless shelters, etc.Partner with similar nonprofits or government agencies

Find Friends Start a support group and recruit frequent library patrons (or parents)Ask volunteers to spread the wordAsk volunteers to be your advocates in the community

Dont Take Your SupportFor Granted Dispel myths about libraries vs. digital materialsDispel myths about libraries in general (who uses them, etc.)Continually educate your constituencies on how libraries are funded in New Mexico and how much new materials cost

Keep Your Library Up To Date Have a viable, active websiteRearrange materials and displays Tie into local, regional or national trends

Be Proud Of Your Library! Never miss an opportunity to promote your products and servicesNever miss an opportunity to point out its importance in your communityForm partnerships with others to help spread the word

Questions & Ideas

Thank you!Patti R. Watson, Chair/CEO2201 San Pedro NE, Building 2, Suite 100Albuquerque, NM 87110505-293-2000/1-800-687-3417www.cooneywatson.com