Presentation given at the Nevada Library Association Conference October, 2015 about how to engage the public and organize the community and politicians to ensure political success of libraries through ballot measures and influence over politicians.
For speaking engagements please contact PC Sweeney at https://pcsweeney.com/speaking-at-your-event/
8. Civic Attitudes
● 94% of Parents say libraries are important for
their children. 79% say “very important”. 2
● 58% of Americans have a library card. 3
● 62% of card holders have visited the library in
the last year at least once.4
2. Pew, May 2013
3 and 4. Harris Interactive | ALA, January 2011
Building voter support for libraries
9. 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
41. How to win elections
and
influence politicians
Patrick “PC” Sweeney
@pcsweeney
www.pcsweeney.com
Editor's Notes
About me and Everylibrary
98% of library funding comes from the local level and completely dependent on local ballot issues and local politics. Your local voters matter most. When votes are that important, why aren’t we talking about it?!?!
Voter perceptions report – From awareness to funding
Pew report 2008
Today is the first day of your library campaign
Which can we expect to get? People – how do we get more people on our side?
This is why I talk about library marketing in terms of community organizing and not in terms of sales. This doesn’t follow a sales cycle this is about continued engagement in libraries – a belief system
Same reason nobody messes with the police – enough people believe that policeman save lives
What data
Why is data so important?
What Data Doesn’t Matter- Not circ stats, not library use, not cardholder rates, none of that matters. What are you going to do with that information anyway?
Emotions about the library – Data that tells you what to do and how to do it. feeling about the library is what matters. People vote and respond to emotions. Measure their feelings about the library. Why do they think it’s important? Stop asking people to come to the library, convince them that the library is important for society
Who is using your library, where do they live, what kinds of people are they,
Also, ask WHY! Why do people come to the library or not
What to do with your data
Surveys, polls, hire a professional (talk about verbatim), reviews, yelp, etc…
You want information about local businesses and politicians too – Make sure they participate
Politicians- Candidate questionnaire
We’re going to start talking about using that data now to gain and grow supporters… But major campaigns….
Political organizations use platforms like nationbuilder, NGP/VAN, etc… Libraries can use Orangeboy
Use your data for the Surfacing phase of a campaign –
What happens during the surfacing phase- The book analogy - Introducing yourself, gathering information about your supporters and opposition, data collection, setting yourself up as the expert (Rick Perry wearing the glasses/boots), developing your message and you image
Surfacing is what you are you doing from today until the day your campaign starts. Could be 5 months from now, could be 50 years from now.
Use messaging to frame the library as a community need
Theme – Your message can change, but your theme should always stay the same
Message creation (not in a vacuum) based on data
Specific to your community
Specific to who you’re talking to
Libraries are NOT all things to all people
Messaging doesn’t mean, and won’t work, if you’re talking about getting people to check out more DVDs. It’s about creating an identity with people. How do they view themselves in the context of the library. It doesn’t matter if they actually use the library, it matters if the believe in the library
Message box
Proactive
What’s great about the library is that if offers so much more! we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
Opposition
You’re right, we have google. And the library has so much more, we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
Don’t change what the library does, change the way you talk about it.
Tea Party Example
Instead of the library being a social welfare organization for the homeless hungry ill-educated, etc… It can be talked about as an economic development organization for local businesses, a service for improving large corporations, the entrepreneurs, the savior of the American dream and liberty
Your data will tell you how to target your message - Who is using your library, where do they live, what kinds of people are they, who isn’t using your library and why?
To Library Users:
“As you know...”
Personal Value Proposition
Value for Other
Activation for the library
To Non-Users:
“As you can imagine...”
Value to/for “the other”
Satisfaction/Activation
What was/is their platform? How does the library help them achieve that?
Have politicians in for storytimes, create
Talk about Rivkah getting local politicians involved in the library
The wealthy, the powerful, Local businesses etc…
Tell the oakland/chlorox story
Police story times
Media events that city council can be seen at
Give them big credit at events and in the media
It matters how many times people see your message before they believe it
How much other noise is there out there? How do you get in with all that clutter?
Start collecting email addresses – every program, every opportunity, eventbrite, etc..
Start paying for FB ads
Get librarians out of the library
Customer service training
Message practice (role playing)
It’s an amazing thing when people believe in YOU!! They will fight for you. Give them a position on the field when they are needed.
People will rally around your cause!
Ask for grants, funding, etc…
Ask them to talk to city council for you, write letters, etc…
Letter writing parties
Sign petitions