Melissa Gardner, Director at the Broadview (IL) Public Library, and John Chrastka, Executive Director at EveryLibrary, presented at the 2013 Illinois Library Association conference on planning and running successful library ballot campaigns in both Information-Only and Vote Yes settings.

1. From Initial Spark to Dynamite
Success at the Polls
#ILAIgnite @EveryLibrary @broadviewbooks

2. Building voter support for libraries
John Chrastka
Executive Director
EveryLibrary
john.chrastka@everylibrary.org
About EveryLibrary
Role as Consultant
Role with Committees

3. About EveryLibrary
Set up as a 501c4 Social Welfare Organization
chartered to support local library ballot measures like
bonds, referendum, levies and mills.
Includes our support for legislation that impacts the
ability of libraries to function as districts.
Building voter support for libraries

4. About EveryLibrary
Founded on the fact that libraries, as public entities,
cannot expend their own funds to do electioneering.
Associations, as 501c3 organizations, cannot engage
in GOTV speech. The IRS "caps" 501c3 spending for
lobbying.
Building voter support for libraries

5. 








Western suburb 5 miles
from Chicago
8,000 residents
75% African American
10+ Libraries within 5
miles of us
Member of SWAN
(shared ILS consortium
with 80 members)
Collection 60,000
Circulation 90,000
Staff FTE 12
16,000 Sq Ft Building

6. The Broadview Public Library
District reaches out to the
community and enriches
people’s lives by meeting and
exceeding their expectations
for library service.
Mission

7. The Broadview Public Library
District:
 Is a center of community pride.
 Brings people together.
 Inspires and empowers their lives.
 Provides welcoming, dependable
state of the art services.
Vision

8. 120,000
Circulation
100,000
Program Attendance
80,000
700
600
500
400
300
200
100
0
Computer Use
Circulation
60,000
CirculationAdult (19.1)
Adult
20,000
15,000
10,000
5,000
0
40,000
Childre
n
20,000
CirculationYouth
(19.2)
Computer Use
0
WIFI Use

9. 









Need of cosmetic changes.
Difficult to upgrade
technology.
Systems have surpassed
age limit.
Underutilized basement
space.
No quiet areas or study
rooms
Inadequate staff space.
Overcrowded tall shelves.
Small youth and teen
spaces.
Outdated and falling apart
furniture.
Needed ADA
improvements.

10. Six to Twelve
Month Planning
Campaigning to win at the ballot box

11. Planning
Survey
Mission/Vision
Strategic Plan
State Grant
Citizens Input Committee

12. Library Construction Grant

13. Allies and Endorsers
Early contact is the difference

14. Inventory Your Allies
1. Educational Partners
1. Social Welfare and Religious Partners
2. Governmental Partners
3. Civic Partners
4. Business Partners
5. Politicians
6. Media
Building voter support for libraries

15. Ask for Endorsements
•
Your allies…
•
•
•
•
•
•
Are your endorsers
Are your funders
Are your volunteers
The person who asks is the individual
“closest to” the potential endorser.
Ask early. Ask often.
Plan to Publicize
Building voter support for libraries

16. Employees/Volunteers
Elected Officials
Civic Organization Leaders
Business Leaders
Top Tier Property Tax Payers
Religious Sector
Benefactors
News Media
Citizen Activists
Neighborhood Groups
Others Tied to Government
Donors to state/local Campaigns
Other
Citizen’s Input Committee

17. The Spark





New
administration
Financially
viable
Aging facilities
Increased use
Community
input

18. Door to Door
Organizing
The Team
Etiquette
Script
Publicity

19. Flyers

20. My name is ________________________, I am a (Trustee/Executive Director) of
the Broadview Public Library. I/We are out today leaving information for the
residents regarding our plans to modernize our library.
Take a look at the information I/we have left for you, if you have any additional
questions you can visit our website or call the library and speak to the Executive
Director; the contact information is found on the flyer.”
If the ask what our plans are you can say:
“The plan includes:
Upgrade to major equipment that has exceed their useful life.
Bringing the library up to current fire codes and the Latest ADA (American Disability
Act) building requirements
Expanding the current building so that we can house a
o New teen area
o New quiet study rooms
o Larger children’s area
o State of the art public meeting rooms”
If ask how we plan to accomplish modernizing the library:
“In order to accomplish the plan, we will be asking residents to approve a
referendum in November 2012. The referendum will be asking property owners to
invest in the expansion by incurring and increase in their property tax bill of $5 per
month or $60 a year for the next 20 years. The library is contributing $2.5 million
and is applying for grants to help offset some of the cost.”
Door to Door

21. What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and the
Library as Institution.
#2 - Awareness that
there is a Measure
on the ballot.

22. What Activates Voters
for The Library?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + Community
Building voter support for libraries

23. 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
Building voter support for libraries

24. How Campaigns GOTV
Walking*
Phoning*
Personal contact with the candidate
or their representative
Events
Social
Activates volunteers and identifies core supporters
Signs
“Tribal” identity
Mailers
Least effective

25. Community
Engagement Outside of
Campaigns
Fulfill your mission and lay the
groundwork for future success

26. Community Engagement
Get the staff out of the library
◦ Surveys
◦ Programs
◦ Service Delivery
Improve customer service within the library
o Training and Role Playing
o Ramp Up the Social Media
Building voter support for libraries

27. Community Engagement
Survey Tools:
• Community Assessment Survey
• Strategic Planning Surveys
• Key Stakeholder Surveys
Building voter support for libraries

28. Community Engagement
Programs and Events:
• Programs that support your allies and
endorsers
• Programs that expose your staff to new people
• Programs that encourage civic engagement
Building voter support for libraries

29. Community Engagement
Service Delivery:
• New resident visits
• Embedded librarians with key allies
• Library Card Sign-up Month*
Building voter support for libraries

30. What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and the
Library as Institution.
#2 - Awareness that
there is a Measure
on the ballot.

31. Voter Attitude
Understanding attitude and
activating behavior

32. 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

33. Voter Attitudes
What do we know about voters and libraries?
 Users vs. Non-Users
 Progressives vs. Conservatives
Other demographics
 Any Tax is a Bad Tax*
Nothing Impacts More than their Perception of the Librarian and the
Library as Institution.
Building voter support for libraries

34. Publicity
Q+A
Website
Facebook
Flyers
Mailings
Newsletter
Newspaper
Billboard

35. 





General Information
Financials
Facility
Scenarios
Administration
Contact Information
http://www.
broadviewlib
rary.org/upl
oaded_bvlib
/Q+A.pdf

36. Website + Facebok

37. Mailing

38. Newsletters

39. Other Publicity

40. Information-Only Campaigns
Staff, Trustees and Friends, and
Legal Considerations

41. Types of Library Campaigns
Information-Only Campaign
•
Public Employees in the Public Trust
•
Active and Engaged but Neutral
•
Supported by Friends and Trustees
Vote Yes Campaign
•
Citizen Lead and Filed
•
Raise and Expend Funds to GOTV
•
Actively Campaigns for "Vote Yes"
Building voter support for libraries

42. Information-Only Team
Public Employees on Public Time
or Representatives of a organization acting in an
official capacity
○ Staff
○ Trustees
○ Friends and “Super Friends”
Building voter support for libraries

43. Staff: Information-Only



Are the candidate
Neutral - but enthusiastic
Need training and guidance
In the building and at events
Line between work and personal time



In a position to share their personal stories
Building voter support for libraries

44. Trustees: Information-Only


Are able to serve multiple functions
When functioning in an official capacity
Neutral - but enthusiastic
Need training and guidance
In the building and at events
With the media and endorsers




On personal time

Share their personal stories

Building voter support for libraries

45. Friends: Information-Only



Are a candidate representative
Engage from a personal perspective
Need training and guidance
In the building and at events


On personal time can do different things
Building voter support for libraries

46. 


Palm Card
Script
Not supported by
Library
By Location

Beverly Center (10%)
 Precinct 81

Broadview Library
(60%)
 Precinct 104

Roosevelt School
(15%)
 Precinct 5
 Precinct 44
 Precinct 86

Schroeder Park (5%)
 Precinct 33
 Precinct 77

Village Hall (75%)
 Precinct 33
 Precinct 38

47. Vote YES Campaigns
Independent Citizen Committees

48. Vote Yes Committee
•
•
•
Not the Library
Not the Friends
Not Governance
Dedicated to helping Get Out the Vote (GOTV)
for the library measure - as citizens,
neighbors, and stakeholders - with a defined
role for the campaign season
Building voter support for libraries

49. Vote Yes Committee
o
o
Independent of the library
Not coordinated with the library
Needs own communications infrastructure
o
Sets own campaign calendar
o
Does its own campaign events and activities
o
Sets own expenditures
o
Asks people to Vote YES
Building voter support for libraries

50. Vote Yes Committee
o
Not funded by the library
o
Your FOL has spending caps
o
Independent fundraising for political campaign
o
Sets own expenditures
o
Asks people to “Vote YES”
Building voter support for libraries

51. Results
Referendum Party
Thanking the Public
Success

52. Statistics
120
100
80
Vote
60
% at polls
% door-to-door
40
20
0
1
2
3
4
Results
5
6
7

53. How Campaigns GOTV
Walking*
Phoning*
Personal contact with the candidate
or their representative
Events
Social
Activates volunteers and identifies core supporters
Signs
“Tribal” identity
Mailers
Least effective

54. What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and the
Library as Institution.
#2 - Awareness that
there is a Measure
on the ballot.

55. Questions?
Executive Director
Melissa Gardner
mgardner@broadviewlibrary.org
(708) 345-1325 x 20
www.broadviewlibrary.org
John Chrastka
Executive Director
EveryLibrary
(312) 574-0316
john.chrastka@everylibrary.org
#ILAIgnite @EveryLibrary @broadviewbooks

56. Voter Data that Frames
Our Discussion
“From Awareness to Funding” says…

57. Probable and Super Supporters
The research identified several important shared values and beliefs across the
target market segments, the Probable Supporters and the Super Supporters:
• They are involved in their communities
• They recognize the library’s importance to the community and to a child’s
education
• They are not always heavy users of the library, but believe the library is a
noble place, important and relevant to the community
• They recognize the value of a ‘passionate librarian’ as a true advocate for
lifelong learning
• They see the library as a vital community resource like public schools, fire
and police, and are willing to increase their taxes to support the library.
- OCLC "From Awareness to Funding" p7-4
Building voter support for libraries

58. Library Use Does Not Matter
The research revealed an important distinction between the public library user
and the public library funder. Not every library user is a library funder; not
every library funder is a library user. A voter’s willingness to support
increased library funding is not driven, or limited, by library use. In fact, the
advocacy research found that there is little correlation between frequency of
library visits and willingness to increase funding for libraries.
- OCLC "From Awareness to Funding" p. 7-2
Building voter support for libraries

59. Library as Transformative Force
For the target supporters, the 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
Building voter support for libraries

60. Attitude - Not Demographics
A crucial and somewhat unexpected finding from the segmentation analysis
was that demographics and lifestage were not important constructs in the
library supporter segmentation. In fact, demographics are irrelevant to
library funding support. 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, not their
age, gender, education level or household income. Library funding support
is an attitude, not a demographic.
- OCLC "From Awareness to Funding" p. 7-3
Building voter support for libraries

61. Community Assets
Survey
Staff, Leadership, and Funders

62. Look at your Staff, Leadership and
Friends
Ask Four Questions:
Q1: What community groups do you belong to?
Q2: Where do you live and where do you spend your time?
Q3: Who do you know who knows everybody?
Q4: Who are we missing?
Building voter support for libraries

63. Who is in Your Community?
Identify volunteer leaders with 5 quick questions
Q1. Why is the library important to you, personally?
Q2. What is your favorite reason to use the library?
Q3. Who does the Library serve?
Q4. Why is the library important to those people?
Q5. What will new funding do to serve those communities?
Building voter support for libraries

64. Inventory Your Allies
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

65. Inventory Your Allies
2. Social Welfare and Religious Partners
Counseling Centers
Food Pantry / WIC
Jobs Training Center
Literacy Centers
Boy Scouts / Girl Scouts
Three Messages: Library as Resource Extender,
Library as Third Place, Library as Start Point
Building voter support for libraries

66. Inventory Your Allies
3. Governmental Partners
Parks
Public Safety – Police and Fire
Public Works
Public Employee Unions
Three Messages: Library as Contact Place, Library
as Info Point, Library in Common Cause
Building voter support for libraries

67. Inventory Your Allies
4. Civic Partners
Rotary, Lions, Kiwanis
Heritage and local history
GLBT, Immigrant and New Resident
Three Messages: Library as Social Leveler, Library
as Neutral Good, Library as [insert
organizational cause the library already
champions]
Building voter support for libraries

68. Inventory Your Allies
5. Business Partners
Local Chamber / CVB
Startups and Entrepreneurs
Small Businesses – Service or Retail
Big Employers
Three Messages: Librarian as Business Reference
Resource, Library as Training Space, Library as Retail
Anchor
Building voter support for libraries

69. Inventory Your Allies
6. Politicians
Incumbents
Insurgents
Local, State, Federal
Three Messages: Library as Good Governance, Library
as Responsible with Budget, Library as [insert their
pet project]
Building voter support for libraries

70. Inventory Your Allies
7. Media
Local Print and TV
National Media
Bloggers
Key Messaging is always your campaign themes and
talking points
Building voter support for libraries

71. I Don’t Need Two Forms of ID When I’m Standing at Your Door | Advocates’
Corner
http://lj.libraryjournal.com/2013/09/opinion/advocates-corner/i-dont-need-two-forms-ofid-when-im-standing-at-your-door-advocates-corner/#_