Presented by John Chrastka online to the RSA Day 2020 community.

1. SHOW ME
YOUR
BUDGET John Chrastka
everylibrary.org
@mrchrastka
@everylibrary
RSA Day 2020 (online)

2. EveryLibrary
about

3. START
WITH
THE DATA
the data

4. 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

5. 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
OCLC 2018

6. CIVIC
ATTITU
the
data

7. CIVIC
ATTITUDES
the
data

8. 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
OCLC 2008

9. 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
OCLC 2018

10. VOTER
ATTITUDES
the
data
The positive image of the library has increased.
The willingness to vote for it has decreased.
OCLC 2018

11. IMAGE OF
LIBRARIAN
the
data
OCLC 2018

12. POLITICA
L
PARTY
DOESN’T
the data

13. CARD
STATISTI
CS
the data

14. LIBRARY
USE
DOESN’T
MATTER
the data

15. Freckle Project 2019

16. WHAT
DOES
MATT
ER?
the data

19. CURRENT
MESSAGING
MODEL

20. PROBLEM WITH
MODEL

21. EFFECTIVE
MODEL

22. DESIRED
OUTCOMES
FOR
COMMUNICATIO
N
EFFORTS

23. strategy
STRATEGY =
USERS

24. STRATEGY =
SUPPORTERS
strategy

26. @EVERYLIBRARY
FOR LONGTAIL Q&A
QUESTIONS AND COMMENTS IN
THE CHAT

28. HOW VOTERS
RELATE TO
CANDIDATES Shared Values
 Shared Identity
 Personal Characteristics
 Policy and Predictability

29. H O W
C A N D I D A T E S
S U R F A C E

30. WHAT IS YOUR
BOOK?
• Strategic Plan
• Management Plan
• Service/Programs/Collections
Plan
• Fundraising Goals
• Financials and Fiduciary

31. MESSAGING

33. NEGATIVE OR
POSITIVE
MESSAGING?

34. FIXING
FAILURES
LEVERAGE
SUCCESSES

35. FOUR STORIES
TO TELL
Stories of our successes that
demonstrate Competency
Stories of our failures that show your
Integrity
Stories about people that the
audience cares about
Stories that decision makers want to
hear

36. FEATURES ARE
NOT VALUES
It is really hard for humans to care about statistics and
input / outputs
➔Hours
➔Collections and circulation stats
➔Size of staff
➔Patrons at programs
➔New Library

37. HOW DO PEOPLE
LISTEN…?
What is your organizational
“mission, vision and values”?
What are your “expected and
hoped-for outcomes” if funded?
What happens if you don’t do the
work?

38. TALK ABOUT PLAN
B AND NOT JUST
PLAN A
Plan A = What happens to people if it is Funded
Plan B = What happens to people if it is Not Funded
Where is my money going?
Who is spending my money?

39. VALUES YOU
SHARE
➔ Hours
Place of discovery or refuge, retail anchor
➔ Collections and circ stats
Solving problems for parents, small businesses
➔ Size of staff
Expert librarians solving problems, helping people grow
➔ Patrons at programs
Lives touched, changed, improved
➔ New Library
Access and identity

40. LANGUA
GE
messaging

41. LANGU
AGES
OF
POLITI
• Progressive
• Conservative
• Libertarian

42. Political Communication Models
Kling, Arnold. The Three Languages of Politics: Talking Across the Political Divides.
Progressi
ve
My heroes are people who have stood up for the underprivileged.
The people I cannot stand are the people who are indifferent to the
oppression of women, minorities, and the poor.
Conserv
ative
My heroes are people who have stood up for Western values.
The people I cannot stand are the people who are indifferent to the
assault on the moral virtues and traditions that are the foundation for
our civilization.
Libertaria
n
My heroes are people who have stood up for individual rights.
The people I cannot stand are the people who are indifferent to
government taking away people’s ability to make their own choices.

43. STORIES
NOT
STATSmessaging

44. WHEN
STATS
MATTER

46. MARKETI
NG
YESTERD

47. To Library Users:
“As you know...”
KNOW YOUR
AUDIENCE
To Non-Users:
“As you can imagine...”
@everylibrary

48. @EVERYLIBRARY
FOR LONGTAIL Q&A
QUESTIONS AND COMMENTS IN
THE CHAT

49. ‣ like EveryLibrary on
Facebook
‣ invite your friends
‣ action.everylibrary.org
TAKE ACTION
NOW

50. FURTHER
LEARNING
ALASTORE.AL
A.ORG

51. SHOW ME
YOUR
BUDGET John Chrastka
everylibrary.org
@mrchrastka
@everylibrary
RSA Day 2020 (online)