Iowa - Understanding Audiences for Community Engagement and Support
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Presented for the State Library of Iowa's 2019 "Learning Circuit" by John Chrastka and Patrick "PC" Sweeney of the EveryLibrary Institute.
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Iowa - Understanding Audiences for Community Engagement and Support
- 1. AUDIENCES AND MESSAGES Patrick “PC” Sweeney John Chrastka everylibrary.org @pcsweeney @mrchrastka @everylibrary
- 5. 2. Pew, September 2016 CIVIC ATTITUDES the data ‣ Millennials use libraries at a higher rate than any other demographic ‣ Parents are more likely to use libraries than adults without children ‣ The majority of Americans hold very positive views about libraries
- 10. In 2018 voters view the library as: 55% - an essential local institution 58% - advancing education 53% - a source of community pride 51% - enhancing the quality of life VOTER ATTITUDES the data
- 11. In 2008 of all voters: 37% will Definitely vote yes for the library 37% are likely to vote yes for the library 26% are likely or will definitely vote no VOTER ATTITUDES the data
- 12. VOTER ATTITUDES the data In 2018 of all voters: 27% will Definitely vote yes for the library 31% are likely to yes for the library 42% are likely or will definitely vote no
- 13. VOTER ATTITUDES the data The positive image of the library has increased. The willingness to vote for it has decreased.
- 23. TAKE A MOME NT TO ASK YOURS ELF: WHY DO YOU WORK IN A LIBRARY? WHAT ARE YOU PASSIONATE ABOUT IN YOUR WORK IN THE LIBRARY WHAT DOES YOUR LIBRARY DO BETTER THAN ANYONE ELSE IN YOUR COMMUNITY? WHAT COULD YOUR LIBRARY BE DOING BETTER? ARE YOU COMFORTABLE ’BEING SEEN’ AT WORK IN THE COMMUNITY?
- 26. WHAT DO WE HAVE?
- 27. WHAT DO WE HAVE?
- 30. EFFECTIVE MODEL
- 33. LIBRARY USAGE
- 37. TACTICS = HOW WE GET SUPPORTERS strategy
- 43. GUIDING PRINCIPLE: CREATE FUNNELS/PATH S audience email facebook direct mail data collection or ID on platform make a donation volunteer Supporters
- 44. GUIDING PRINCIPLE:ALL PATHS LEAD TO…email Social Media direct mail data collection or ID on platform Surveys Rallies events Petitions
- 46. SAUL ALINS KYguiding principle —it is necessary to begin where the world is if we are going to change it to what we think it should be. That means working in the system.”
- 51. SURFAC ING
- 52. PATHW AY TO SURFA CING • DEVELOP A NARRATIVE • WRITE THE BOOK • TELL THEIR STORY • ESTABLISH THEIR EXPERITISE • EXPLORATORY TEAM • GET ENDORSED • LAUNCH CAMPAIGN
- 53. WHAT IS YOUR BOOK? Strategic Plan Management Plan Service/Programs/Collections Plan Fundraising Goals Financials and Fiduciary
- 54. WRITING A BETTER BOOK • change the way you do community surveys • ask questions about staff and not just institutions • ask questions to non-users as much as you ask users • non-users have a perception of value but no current experience
- 55. PRACTIC ES FOR COMMUN ITY ASSESS Field questions in ways that breakthrough the “4th wall” Oversample non-users Get out of the library • Go to their homes • Go door to-door • Go to unusual places • Locations where non- majority or non-privileged pops congregate
- 58. CASE STUDY
- 60. AUDIENCE people
- 63. WHERE CAN WE GET AUDIENCES? AtoZ Databases/ReferenceUSA Facebook and/or social media Social Hacking OrangeBoy, Analytics on Demand
- 64. POLLING AND BI
- 66. PRIV ACY
- 67. MESSAGING
- 70. Peter Bromberg
- 71. Peter Bromberg
- 72. MORE IMPORTANT
- 78. FIVE CS OF MESSA • CONTRASTING • CONVINCING • CONSISTENT • CONCISE • CLEAR
- 80. LANGU AGES OF POLITI • Progressive • Conservative • Libertarian
- 83. FOUR STORIES TO TELL Stories of our successes Stories of our failures Stories about people that the audience cares about Stories that decision makers want to hear
- 84. TELL YOUR STORY IDENTIFY AN AUDIENCE. WHAT DO THEY CARE ABOUT? WHAT STORY WILL YOU TELL THEM?
- 86. messaging
- 87. CREAT E YOUR 27-9-3 • Educational stakeholders • Social Welfare and Religious organizations • Government Partners • Civic and social groups • Business community • Politicians • What else?
- 89. A/B messaging
- 94. OPPOS messaging
- 96. LISTENmessaging The library tax will be yet another tax that small business owners can’t afford to pay. The internet has everything that I could just find at the library The library can be run by
- 97. REPEAT & REFRAME messaging I understand the great burden placed on small business owners… The internet is a great source of information... Our volunteers are very valuable to the library...
- 98. AND… messaging AND that’s why we provide so many resources that make being a small business owner easier AND that’s why we want to increase the community’s access to it and add value to what you get from it. AND that’s why the library uses as many volunteers as we can to streamline our processes and free up our paid staff to provide the best services we possibly can
- 99. EXAMPLESmessaging FOR EXAMPLE, we often have programming on hiring staff for small business owners and we offer patent and trademark classes to teach small business owners to protect their property. FOR EXAMPLE, we offer high speed internet access along with databases that provide a level of well researched and scientifically supported articles that you just can’t and for free on the internet. FOR EXAMPLE, we love having our volunteers take on roles that free up staff to work on higher level tasks such as budgets, training, and working with high level
- 100. ALL TOGETHER messaging I understand the great burden placed on small business owners AND that’s why we provide so many resources that make being a small business owner easier. FOR EXAMPLE, we often have programming on hiring staff for small business owners and we offer patent and trademark classes to teach small business owners to protect
- 101. ALL TOGETHER messaging The internet is a great source of information AND that’s why we want to increase the community’s access to it and add value to what you get from it. FOR EXAMPLE, we offer high speed internet access along with databases that provide a level of well researched and scientifically supported articles that you just can’t find
- 102. ALL TOGETHER messaging That’s an excellent suggestion AND that’s why the library uses as many volunteers as we can to streamline our processes and free up our paid staff to provide the best services we possibly can. FOR EXAMPLE, we love having our volunteers take on roles that free up staff to work on higher level tasks such as budgets, training, and
- 105. OTHER TACTICS FOR OPPOSITION Identify them early Build Relationships Invite them in Educate them Ignore them
- 106. A NUMB ERS messaging
- 109. LIBRARY WEB • WORDPRESS • DRUPAL • WIX/SQUARESP ACE • ETC….
- 111. surveys integrated data website social media donations volunteers communications third-party data supporters events GIS polling
- 112. PUT IT ALL IN PRACTICE audience big data facebook action site data collection donateemail direct mail donate
- 123. FACEBOOK: LEAD ADS
- 138. PAID tools MEDIA
- 140. WHO ARE YOUR LOCAL MEDIA? WHAT IS YOUR MEDIA CALENDAR
- 141. DOOR-TO- DOOR tools
- 142. tools HONE S
- 144. RALLIES AND tools
- 146. WHAT ARE THREE LOCAL
- 147. DIRECT MAIL tools
- 148. PUT IT ALL IN PRACTICE audience big data facebook Website data collection donateemail direct mail donate
- 149. ‣ like EveryLibrary on Facebook ‣ invite your friends ‣ action.everylibrary.org TAKE ACTION NOW
- 152. • 3 THINGS YOU LEARNED • 2 THINGS YOU’LL SHARE
- 153. AUDIENCES AND MESSAGES Patrick “PC” Sweeney John Chrastka everylibrary.org @pcsweeney @mrchrastka @everylibrary
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- JC declined from 74% in 2008 to 58% today. declined from 73% in 2008 to 58% today.
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- JC You are the candidate. The library is a political cause. This is all political strategy. Not advocacy, not awareness, not libraries transform or geek the library. This is the heart and meat of politics
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- WHICH MEANS YOU HAVE TO GET COMFORTABLE WITH RUNNING ADVOCACY LIKE ENTREPRENOURSHIP.
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- You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
- How many of you have been around someone who just made you feel good about being around them? How many of you can think of friends or family that make you feel bad when you’re around them? How you’re feeling as a leader has a profound affect on the people you lead. Its your job as a leader, the reason you make the big bucks, to do the REALLY HARD WORK of developing your emotional intelligence and gain power over your own emotional state. Because people that count on you every single day are are affected by the way you feel.
- The positive emotional attractor (PEA) triggers constructive cognitive and physiological responses that enhance an individual's motivation, effort, optimism, flexibility, creative thinking, resilience and other adaptive behaviors. The negative emotional attractor (NEA) triggers another process by calling attention to current social and environmental stressors that may compromise an individual's effectiveness.
- Our staff are in a constant state of fight or flight response – Let’s face it, the world is tough right now, constant state of bad news, continuous bombardment of negative media. If it bleeds, it leads. People are in a heightened stated of anxiety and fight or flight response. Its up to us as leaders to fight against this current to get people into the mental state that we need in order to move our organizations and industry forward. Tell the story of shoveling horse crap vs building a new library and leading a new team of staff- Shoveling shit was physically tiring but leading staff on the construction project was even more tiring
- You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
- What is some language that we use for libraries, what are some ideas about language
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- Get to know reporters Demographics of readership Paying for ads From the library column