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Presented by Laura K. Lee Dellinger (Metropolitan Group, Principal/Senior Executive Vice President) as part of a program called "Orchestrating PR to Get Funding". Panel was organized by LLAMA - PRMS at ALA Annual 2010. Learn how to orchestrate your organization’s message for results when speaking to politicians and the public. Hear from speakers who use quantitative and qualitative measures to get funding and advocate for their libraries. Leaders must select focused tools for their audience. Studies have shown that quantitative measures are useful to convince some groups while a story with the personal touch is what convinces others.
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A Values-Based Approach to Advocating for Your Library
Panel Discussion Sponsored by LLAMA:Orchestrating PR to Attract Funding
Laura K. Lee Dellinger
Principal/Senior Executive Vice President
June 27, 2010
Overview
• 3 Rules for Effective Advocacy• Case Study Overview• Examples and Samples
Rule #1
• A Library is “worth investing in” only if:– it DEMONSTRATES that it meets
community needs/ matches with community values
– as defined BY THE COMMUNITY
Rules #2
• Messaging about the library’s value is only effective if it:– reflects the reality of people’s
experiences
–Offers a mix of quantitative and qualitative support
The Persuasion Equation
Rule #3
• Advocacy for financial investment in the library begins with– a VALUES based strategy that
• Actively engages the community• Creates feedback opportunities• Empower the community as messenger
Case Study
Community Context 4 years ago:• Extreme tax aversion• No new library construction in more than 50 years• Major community needs and significant gaps in
access to service based on location• Attempted creation of library district • Lost battle/won war
TODAY• 11.5% UNEMPLOYMENT
(.05% higher than New Orleans post Katrina)
• No branches closed• NEW library OPENED• Main Library Restored AND expanded post flood• 3 new planned AHEAD OF SCHEDULE
How’d they do THAT????
Community Dialog:Visioning + Master Planning
Funding Models:
Library District Proposal
Community SurveyFocus Groups
Public Will Building Campaign
Lost Battle/Won War
New Library Built1st in 50+ Years!
3 MORE new librariescoming soon
Education &Economic
Development
Education &Economic
Development
Proof NOT Promises
• Education and Economic Development (Core Values) are demonstrated through lived experiences:– Programs
– Services
– Facilities
– Products
• Communication that illustrates how the library lives up to its promises
Empowering Students: Innovative School, Transit and Library Partnership Walks the Talk
First year of use kids with these cards checked out 1,000 books a DAY for an entire YEAR.
Circulation, reading and technology use have all increased.
LFPL now has a dedicated “Office of School Support”
Kicking off the Initiative
Example Campaign Tools
Linking the Library to Education and Life Long Learning
Get specific on the benefits and details
Demonstrate something for everyone
Let them lead
• Created numerous ways to help the community become the messenger.– Not just passive receivers of info
– Storytellers
– Stakeholders and investors in the future of the library
Giving Voice to a Community of Readers
60,000 lawn signs
Website photo gallery on home page
Media:Giving voice to a community of advocates
• Partnership with local newspaper featured six weeks of columns from readers on
• “What the library means to me. . .”• Radio advertising focused on community
story tellers
Lost the Battle. . . On to the War
Voters agreed the library is a priority
Supporters and Opponents disagreed on whether a library district was the way to ensure the library the community deserves.
Opponents promised the library plans could be realized another way.
The public and library leadership held them to it!
First New Library in 100 years. . .
Capturing Community & Highlighting Technology
Reaction: Tremendous widespread support, word spread so positively.Energy wasn’t about the thumb drive it was about Neighborhood pride. Having an educational resource, a central point in the community that is high tech and accessible to everyone.
• Gave the community back to itself
• Images, archival info on history of neighborhood and the planning of the library
• Gave them to everyone at the opening [3/4 space left for customer use–functional not just promotional!
Flood creates vehicle for investment
• Doubled the size of the library through value engineering and private support
• Goal was $1.2m currently at $1.7 (money is still coming in)
• $200,000 in unsolicited donations to the recovery (average donation under $25)
What’s next
• Mayor’s last budget before leaving office included enough money to build one new branch and double the size of another.
– new projects that were not on the schedule this soon
• Leading candidate to succeed the current mayor came out to the news conference at Fairdale to lend his endorsement to building out the library's expansion plan.
• Local gas and electric company will announce it will donate enough money to pay for all the computers in the renovated historic central library building.
Libra
The Persuasion Equation
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