Becoming a Library Advocate

A Presentation for the Mortenson Center Associates

Presenter: Stephanie Vance

Topics

What is Advocacy? Why Advocate? Six Basic Advocacy Steps Practice Makes Perfect! The One Little Thing That Makes ALL the

Difference

What is Advocacy?

Thoughts?

Why Advocate?

Gain Attention and __________________ Increase __________________________ Help _____________________________

understand the benefits of libraries

And, most important

Everyone Else Is!

Six Critical Steps for Advocacy

1. What do you want?

2. Who should you ask?

3. Who should do the asking?

4. What is your message?

5. How should you deliver your message?

6. How should you follow-up?

Step OneWhat Do You Want?

The Problem with “Educating”

Define the Goal– Repair / replace

facilities– More computers– More staff (for more

hours)– More recognition

Expressing that Goal– Specific and measurable

Step Two: Who Should You Ask

• What is the “chain of command”?

• Who makes the decisions?• Is there more than one avenue

or audience?• University leadership• Policy makers• Opinion leaders• Students• General public

Step Two (continued)Who Should You Ask

Once you’ve figured out the chain of command, you’ll know who your audience is. Now you need to figure out:

•What (or who) influences them?•If policy makers, how did they get into office?•If policy makers, what jurisdiction do they serve?•What are their personal interests?•Personal relationship to libraries?

Step Two: Who Should You Ask?

What will you learn about your audience?

1.

2.

3.

Step Three Who Should do the Asking?

Who is best to deliver your message? (sometimes it’s not you!)

Build a list based on your knowledge of the audience

Identifying coalition partners Approaching coalition partners Utilizing coalition partners

Brainstorm about potential partners!

Step Four: What is Your Message?

Developing a winning message: what resonates

– Useful and relevant facts, figures and statistics– Personal, thoughtful messages that bring the

issue alive– Being specific– Brevity– Connections to interest / passions of audience

Let’s Practice!

What’s Your Message?

Step Five: How to Deliver the Message

Direct and Indirect

Plan of Action: Delivering the Message

Direct– Meetings / site visits– Public hearings– E-mail– Written communications– Phone

Plan of Action: Delivering the Message

Indirect– Events– The media

Earned media Paid media

– Communications in which you are the conduit Petitions E-mail campaigns

One Terrific Technique For Delivering the Message

Site Visits

How to set up a GREAT site visit

Decide who to invite Sketch out a plan Issue invitation Logistics Recording the event

Site Visits

What Are YOUR Ideas?

Step Six: How to Follow-Up

There’s one thing that always works in advocacy…

The One Little Thing That Makes ALL the Difference

Persistence

Persistence

Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and Determination alone are omnipotent. The slogan “Press On”, has solved and will always solve the problems of the human race.

Calvin Coolidge

Or, for the more “Zen” oriented…

Persistence can grind an iron beam down into a needle.

Ideas for Follow-Up

Working with the Mortenson Center and professional organizations

Ask, ask and ask again Go for the “easy” ask when dealing with

opposition Build long-term relationships What to do when it’s all falling apart…

The Five Minute Action Plan

Based on everything we’ve discussed, what three things will you do in the next six months to advocate for your library?

The Advocacy Pledge

Repeat after me…

Contact Information

Stephanie Vance

Advocacy Associates

1640 19th St., NW

Second Floor

Washington, DC 20009

(202) 234-1353

www.advocacyassociates.com

info@advocacyassociates.com