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From Initial Spark to Dynamite
Success at the Polls

#ILAIgnite @EveryLibrary @broadviewbooks
Building voter support for libraries

John Chrastka
Executive Director
EveryLibrary
john.chrastka@everylibrary.org

About ...
About EveryLibrary
Set up as a 501c4 Social Welfare Organization
chartered to support local library ballot measures like
b...
About EveryLibrary
Founded on the fact that libraries, as public entities,
cannot expend their own funds to do electioneer...











Western suburb 5 miles
from Chicago
8,000 residents
75% African American
10+ Libraries within 5
miles ...
The Broadview Public Library
District reaches out to the
community and enriches
people’s lives by meeting and
exceeding th...
The Broadview Public Library
District:
 Is a center of community pride.
 Brings people together.
 Inspires and empowers...
120,000

Circulation

100,000

Program Attendance
80,000

700
600
500
400
300
200
100
0

Computer Use
Circulation

60,000
...
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


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Need of cosmetic changes.
Difficult to upgrade
technology.
Systems have surpassed
age limit.
Underuti...
Six to Twelve
Month Planning
Campaigning to win at the ballot box
Planning
Survey
Mission/Vision
Strategic Plan
State Grant
Citizens Input Committee
Library Construction Grant
Allies and Endorsers
Early contact is the difference
Inventory Your Allies
1. Educational Partners

1. Social Welfare and Religious Partners
2. Governmental Partners
3. Civic ...
Ask for Endorsements
•

Your allies…
•
•
•

•
•
•

Are your endorsers
Are your funders
Are your volunteers

The person who...
Employees/Volunteers
Elected Officials
Civic Organization Leaders
Business Leaders
Top Tier Property Tax Payers
Religious ...
The Spark






New
administration
Financially
viable
Aging facilities
Increased use
Community
input
Door to Door
Organizing
The Team
Etiquette
Script
Publicity
Flyers
My name is ________________________, I am a (Trustee/Executive Director) of
the Broadview Public Library. I/We are out tod...
What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and...
What Activates Voters
for The Library?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + ...
What Activates Voters?










Seven Factors:
A Reason to Vote
Mobilized
Personal Contact with Candidate or Issue...
How Campaigns GOTV
Walking*
Phoning*

Personal contact with the candidate
or their representative

Events
Social

Activate...
Community
Engagement Outside of
Campaigns
Fulfill your mission and lay the
groundwork for future success
Community Engagement
Get the staff out of the library
◦ Surveys
◦ Programs
◦ Service Delivery

Improve customer service wi...
Community Engagement
Survey Tools:
• Community Assessment Survey
• Strategic Planning Surveys

• Key Stakeholder Surveys

...
Community Engagement
Programs and Events:
• Programs that support your allies and
endorsers
• Programs that expose your st...
Community Engagement
Service Delivery:
• New resident visits
• Embedded librarians with key allies

• Library Card Sign-up...
What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and...
Voter Attitude
Understanding attitude and
activating behavior
Voter Attitudes
Nationwide, of all voters:
37% will Definitely vote yes for the library
37% will Probably vote yes for the...
Voter Attitudes
What do we know about voters and libraries?

 Users vs. Non-Users
 Progressives vs. Conservatives
Other...
Publicity
Q+A
Website
Facebook
Flyers
Mailings
Newsletter
Newspaper
Billboard
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





General Information
Financials
Facility
Scenarios
Administration
Contact Information

http://www.
broadviewli...
Website + Facebok
Mailing
Newsletters
Other Publicity
Information-Only Campaigns
Staff, Trustees and Friends, and
Legal Considerations
Types of Library Campaigns
Information-Only Campaign
•

Public Employees in the Public Trust

•

Active and Engaged but Ne...
Information-Only Team
Public Employees on Public Time
or Representatives of a organization acting in an
official capacity
...
Staff: Information-Only




Are the candidate
Neutral - but enthusiastic
Need training and guidance
In the building and...
Trustees: Information-Only




Are able to serve multiple functions
When functioning in an official capacity
Neutral - b...
Friends: Information-Only




Are a candidate representative
Engage from a personal perspective
Need training and guida...





Palm Card
Script
Not supported by
Library

By Location


Beverly Center (10%)
 Precinct 81



Broadview Library...
Vote YES Campaigns
Independent Citizen Committees
Vote Yes Committee
•
•
•

Not the Library
Not the Friends
Not Governance
Dedicated to helping Get Out the Vote (GOTV)
for ...
Vote Yes Committee
o

o

Independent of the library

Not coordinated with the library
Needs own communications infrastruct...
Vote Yes Committee
o

Not funded by the library

o

Your FOL has spending caps

o

Independent fundraising for political c...
Results
Referendum Party
Thanking the Public
Success
Statistics
120
100
80
Vote

60

% at polls
% door-to-door

40
20
0
1

2

3

4

Results

5

6

7
How Campaigns GOTV
Walking*
Phoning*

Personal contact with the candidate
or their representative

Events
Social

Activate...
What Activates Voters
for the Library?
#1 - Nothing Impacts
Voter Behavior More
than their Perception of
the Librarian and...
Questions?

Executive Director
Melissa Gardner
mgardner@broadviewlibrary.org
(708) 345-1325 x 20
www.broadviewlibrary.org
...
Voter Data that Frames
Our Discussion
“From Awareness to Funding” says…
Probable and Super Supporters
The research identified several important shared values and beliefs across the
target market...
Library Use Does Not Matter
The research revealed an important distinction between the public library user
and the public ...
Library as Transformative Force
For the target supporters, the library is not perceived as just a provider of
practical an...
Attitude - Not Demographics
A crucial and somewhat unexpected finding from the segmentation analysis
was that demographics...
Community Assets
Survey
Staff, Leadership, and Funders
Look at your Staff, Leadership and
Friends
Ask Four Questions:
Q1: What community groups do you belong to?
Q2: Where do yo...
Who is in Your Community?
Identify volunteer leaders with 5 quick questions
Q1. Why is the library important to you, perso...
Inventory Your Allies
1. Educational Partners
Pre-K and K-12
College/University
For-Profit Tutoring
Private/Public After-S...
Inventory Your Allies
2. Social Welfare and Religious Partners
Counseling Centers
Food Pantry / WIC
Jobs Training Center
L...
Inventory Your Allies
3. Governmental Partners
Parks
Public Safety – Police and Fire
Public Works
Public Employee Unions
T...
Inventory Your Allies
4. Civic Partners
Rotary, Lions, Kiwanis
Heritage and local history
GLBT, Immigrant and New Resident...
Inventory Your Allies
5. Business Partners
Local Chamber / CVB
Startups and Entrepreneurs
Small Businesses – Service or Re...
Inventory Your Allies
6. Politicians
Incumbents
Insurgents
Local, State, Federal
Three Messages: Library as Good Governanc...
Inventory Your Allies
7. Media
Local Print and TV
National Media
Bloggers
Key Messaging is always your campaign themes and...
I Don’t Need Two Forms of ID When I’m Standing at Your Door | Advocates’
Corner

http://lj.libraryjournal.com/2013/09/opin...
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"Dynamic Success at the Polls" Presentation at ILA 2013 #ilaignite

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Melissa Gardner, Director at the Broadview (IL) Public Library, and John Chrastka, Executive Director at EveryLibrary, presented at the 2013 Illinois Library Association conference on planning and running successful library ballot campaigns in both Information-Only and Vote Yes settings.

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Transcript of ""Dynamic Success at the Polls" Presentation at ILA 2013 #ilaignite"

  1. 1. From Initial Spark to Dynamite Success at the Polls #ILAIgnite @EveryLibrary @broadviewbooks
  2. 2. Building voter support for libraries John Chrastka Executive Director EveryLibrary john.chrastka@everylibrary.org About EveryLibrary Role as Consultant Role with Committees
  3. 3. About EveryLibrary Set up as a 501c4 Social Welfare Organization chartered to support local library ballot measures like bonds, referendum, levies and mills. Includes our support for legislation that impacts the ability of libraries to function as districts. Building voter support for libraries
  4. 4. About EveryLibrary Founded on the fact that libraries, as public entities, cannot expend their own funds to do electioneering. Associations, as 501c3 organizations, cannot engage in GOTV speech. The IRS "caps" 501c3 spending for lobbying. Building voter support for libraries
  5. 5.          Western suburb 5 miles from Chicago 8,000 residents 75% African American 10+ Libraries within 5 miles of us Member of SWAN (shared ILS consortium with 80 members) Collection 60,000 Circulation 90,000 Staff FTE 12 16,000 Sq Ft Building
  6. 6. The Broadview Public Library District reaches out to the community and enriches people’s lives by meeting and exceeding their expectations for library service. Mission
  7. 7. The Broadview Public Library District:  Is a center of community pride.  Brings people together.  Inspires and empowers their lives.  Provides welcoming, dependable state of the art services. Vision
  8. 8. 120,000 Circulation 100,000 Program Attendance 80,000 700 600 500 400 300 200 100 0 Computer Use Circulation 60,000 CirculationAdult (19.1) Adult 20,000 15,000 10,000 5,000 0 40,000 Childre n 20,000 CirculationYouth (19.2) Computer Use 0 WIFI Use
  9. 9.           Need of cosmetic changes. Difficult to upgrade technology. Systems have surpassed age limit. Underutilized basement space. No quiet areas or study rooms Inadequate staff space. Overcrowded tall shelves. Small youth and teen spaces. Outdated and falling apart furniture. Needed ADA improvements.
  10. 10. Six to Twelve Month Planning Campaigning to win at the ballot box
  11. 11. Planning Survey Mission/Vision Strategic Plan State Grant Citizens Input Committee
  12. 12. Library Construction Grant
  13. 13. Allies and Endorsers Early contact is the difference
  14. 14. Inventory Your Allies 1. Educational Partners 1. Social Welfare and Religious Partners 2. Governmental Partners 3. Civic Partners 4. Business Partners 5. Politicians 6. Media Building voter support for libraries
  15. 15. Ask for Endorsements • Your allies… • • • • • • Are your endorsers Are your funders Are your volunteers The person who asks is the individual “closest to” the potential endorser. Ask early. Ask often. Plan to Publicize Building voter support for libraries
  16. 16. Employees/Volunteers Elected Officials Civic Organization Leaders Business Leaders Top Tier Property Tax Payers Religious Sector Benefactors News Media Citizen Activists Neighborhood Groups Others Tied to Government Donors to state/local Campaigns Other Citizen’s Input Committee
  17. 17. The Spark      New administration Financially viable Aging facilities Increased use Community input
  18. 18. Door to Door Organizing The Team Etiquette Script Publicity
  19. 19. Flyers
  20. 20. My name is ________________________, I am a (Trustee/Executive Director) of the Broadview Public Library. I/We are out today leaving information for the residents regarding our plans to modernize our library. Take a look at the information I/we have left for you, if you have any additional questions you can visit our website or call the library and speak to the Executive Director; the contact information is found on the flyer.” If the ask what our plans are you can say: “The plan includes: Upgrade to major equipment that has exceed their useful life. Bringing the library up to current fire codes and the Latest ADA (American Disability Act) building requirements Expanding the current building so that we can house a o New teen area o New quiet study rooms o Larger children’s area o State of the art public meeting rooms” If ask how we plan to accomplish modernizing the library: “In order to accomplish the plan, we will be asking residents to approve a referendum in November 2012. The referendum will be asking property owners to invest in the expansion by incurring and increase in their property tax bill of $5 per month or $60 a year for the next 20 years. The library is contributing $2.5 million and is applying for grants to help offset some of the cost.” Door to Door
  21. 21. What Activates Voters for the Library? #1 - Nothing Impacts Voter Behavior More than their Perception of the Librarian and the Library as Institution. #2 - Awareness that there is a Measure on the ballot.
  22. 22. What Activates Voters for The Library? The Librarian is the Candidate The Library is the Incumbent Library = Librarians + Community Building voter support for libraries
  23. 23. What Activates Voters?        Seven Factors: A Reason to Vote Mobilized Personal Contact with Candidate or Issue* Culture/Tradition/Habit of Voting* Trust in Government Decided to Vote Weather/Access to Polls Building voter support for libraries
  24. 24. How Campaigns GOTV Walking* Phoning* Personal contact with the candidate or their representative Events Social Activates volunteers and identifies core supporters Signs “Tribal” identity Mailers Least effective
  25. 25. Community Engagement Outside of Campaigns Fulfill your mission and lay the groundwork for future success
  26. 26. Community Engagement Get the staff out of the library ◦ Surveys ◦ Programs ◦ Service Delivery Improve customer service within the library o Training and Role Playing o Ramp Up the Social Media Building voter support for libraries
  27. 27. Community Engagement Survey Tools: • Community Assessment Survey • Strategic Planning Surveys • Key Stakeholder Surveys Building voter support for libraries
  28. 28. Community Engagement Programs and Events: • Programs that support your allies and endorsers • Programs that expose your staff to new people • Programs that encourage civic engagement Building voter support for libraries
  29. 29. Community Engagement Service Delivery: • New resident visits • Embedded librarians with key allies • Library Card Sign-up Month* Building voter support for libraries
  30. 30. What Activates Voters for the Library? #1 - Nothing Impacts Voter Behavior More than their Perception of the Librarian and the Library as Institution. #2 - Awareness that there is a Measure on the ballot.
  31. 31. Voter Attitude Understanding attitude and activating behavior
  32. 32. 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
  33. 33. Voter Attitudes What do we know about voters and libraries?  Users vs. Non-Users  Progressives vs. Conservatives Other demographics  Any Tax is a Bad Tax* Nothing Impacts More than their Perception of the Librarian and the Library as Institution. Building voter support for libraries
  34. 34. Publicity Q+A Website Facebook Flyers Mailings Newsletter Newspaper Billboard
  35. 35.       General Information Financials Facility Scenarios Administration Contact Information http://www. broadviewlib rary.org/upl oaded_bvlib /Q+A.pdf
  36. 36. Website + Facebok
  37. 37. Mailing
  38. 38. Newsletters
  39. 39. Other Publicity
  40. 40. Information-Only Campaigns Staff, Trustees and Friends, and Legal Considerations
  41. 41. Types of Library Campaigns Information-Only Campaign • Public Employees in the Public Trust • Active and Engaged but Neutral • Supported by Friends and Trustees Vote Yes Campaign • Citizen Lead and Filed • Raise and Expend Funds to GOTV • Actively Campaigns for "Vote Yes" Building voter support for libraries
  42. 42. Information-Only Team Public Employees on Public Time or Representatives of a organization acting in an official capacity ○ Staff ○ Trustees ○ Friends and “Super Friends” Building voter support for libraries
  43. 43. Staff: Information-Only    Are the candidate Neutral - but enthusiastic Need training and guidance In the building and at events Line between work and personal time    In a position to share their personal stories Building voter support for libraries
  44. 44. Trustees: Information-Only   Are able to serve multiple functions When functioning in an official capacity Neutral - but enthusiastic Need training and guidance In the building and at events With the media and endorsers     On personal time  Share their personal stories  Building voter support for libraries
  45. 45. Friends: Information-Only    Are a candidate representative Engage from a personal perspective Need training and guidance In the building and at events   On personal time can do different things Building voter support for libraries
  46. 46.    Palm Card Script Not supported by Library By Location  Beverly Center (10%)  Precinct 81  Broadview Library (60%)  Precinct 104  Roosevelt School (15%)  Precinct 5  Precinct 44  Precinct 86  Schroeder Park (5%)  Precinct 33  Precinct 77  Village Hall (75%)  Precinct 33  Precinct 38
  47. 47. Vote YES Campaigns Independent Citizen Committees
  48. 48. Vote Yes Committee • • • Not the Library Not the Friends Not Governance Dedicated to helping Get Out the Vote (GOTV) for the library measure - as citizens, neighbors, and stakeholders - with a defined role for the campaign season Building voter support for libraries
  49. 49. Vote Yes Committee o o Independent of the library Not coordinated with the library Needs own communications infrastructure o Sets own campaign calendar o Does its own campaign events and activities o Sets own expenditures o Asks people to Vote YES Building voter support for libraries
  50. 50. Vote Yes Committee o Not funded by the library o Your FOL has spending caps o Independent fundraising for political campaign o Sets own expenditures o Asks people to “Vote YES” Building voter support for libraries
  51. 51. Results Referendum Party Thanking the Public Success
  52. 52. Statistics 120 100 80 Vote 60 % at polls % door-to-door 40 20 0 1 2 3 4 Results 5 6 7
  53. 53. How Campaigns GOTV Walking* Phoning* Personal contact with the candidate or their representative Events Social Activates volunteers and identifies core supporters Signs “Tribal” identity Mailers Least effective
  54. 54. What Activates Voters for the Library? #1 - Nothing Impacts Voter Behavior More than their Perception of the Librarian and the Library as Institution. #2 - Awareness that there is a Measure on the ballot.
  55. 55. Questions? Executive Director Melissa Gardner mgardner@broadviewlibrary.org (708) 345-1325 x 20 www.broadviewlibrary.org John Chrastka Executive Director EveryLibrary (312) 574-0316 john.chrastka@everylibrary.org #ILAIgnite @EveryLibrary @broadviewbooks
  56. 56. Voter Data that Frames Our Discussion “From Awareness to Funding” says…
  57. 57. Probable and Super Supporters The research identified several important shared values and beliefs across the target market segments, the Probable Supporters and the Super Supporters: • They are involved in their communities • They recognize the library’s importance to the community and to a child’s education • They are not always heavy users of the library, but believe the library is a noble place, important and relevant to the community • They recognize the value of a ‘passionate librarian’ as a true advocate for lifelong learning • They see the library as a vital community resource like public schools, fire and police, and are willing to increase their taxes to support the library. - OCLC "From Awareness to Funding" p7-4 Building voter support for libraries
  58. 58. Library Use Does Not Matter The research revealed an important distinction between the public library user and the public library funder. Not every library user is a library funder; not every library funder is a library user. A voter’s willingness to support increased library funding is not driven, or limited, by library use. In fact, the advocacy research found that there is little correlation between frequency of library visits and willingness to increase funding for libraries. - OCLC "From Awareness to Funding" p. 7-2 Building voter support for libraries
  59. 59. Library as Transformative Force For the target supporters, the library is not perceived as just a provider of practical answers and information; the most committed supporters hold the belief that the library is a transformational force. - OCLC "From Awareness to Funding" p. 7-4 Building voter support for libraries
  60. 60. Attitude - Not Demographics A crucial and somewhat unexpected finding from the segmentation analysis was that demographics and lifestage were not important constructs in the library supporter segmentation. In fact, demographics are irrelevant to library funding support. The factors that determine residents’ willingness to increase their taxes to support their local library are their perceptions and attitudes about the library and the librarian, not their age, gender, education level or household income. Library funding support is an attitude, not a demographic. - OCLC "From Awareness to Funding" p. 7-3 Building voter support for libraries
  61. 61. Community Assets Survey Staff, Leadership, and Funders
  62. 62. Look at your Staff, Leadership and Friends Ask Four Questions: Q1: What community groups do you belong to? Q2: Where do you live and where do you spend your time? Q3: Who do you know who knows everybody? Q4: Who are we missing? Building voter support for libraries
  63. 63. Who is in Your Community? Identify volunteer leaders with 5 quick questions Q1. Why is the library important to you, personally? Q2. What is your favorite reason to use the library? Q3. Who does the Library serve? Q4. Why is the library important to those people? Q5. What will new funding do to serve those communities? Building voter support for libraries
  64. 64. Inventory Your Allies 1. Educational Partners Pre-K and K-12 College/University For-Profit Tutoring Private/Public After-School Programs Three Messages: Library as Educational Partner, Library as Resource Extender, Library as Gap Filler Building voter support for libraries
  65. 65. Inventory Your Allies 2. Social Welfare and Religious Partners Counseling Centers Food Pantry / WIC Jobs Training Center Literacy Centers Boy Scouts / Girl Scouts Three Messages: Library as Resource Extender, Library as Third Place, Library as Start Point Building voter support for libraries
  66. 66. Inventory Your Allies 3. Governmental Partners Parks Public Safety – Police and Fire Public Works Public Employee Unions Three Messages: Library as Contact Place, Library as Info Point, Library in Common Cause Building voter support for libraries
  67. 67. Inventory Your Allies 4. Civic Partners Rotary, Lions, Kiwanis Heritage and local history GLBT, Immigrant and New Resident Three Messages: Library as Social Leveler, Library as Neutral Good, Library as [insert organizational cause the library already champions] Building voter support for libraries
  68. 68. Inventory Your Allies 5. Business Partners Local Chamber / CVB Startups and Entrepreneurs Small Businesses – Service or Retail Big Employers Three Messages: Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor Building voter support for libraries
  69. 69. Inventory Your Allies 6. Politicians Incumbents Insurgents Local, State, Federal Three Messages: Library as Good Governance, Library as Responsible with Budget, Library as [insert their pet project] Building voter support for libraries
  70. 70. Inventory Your Allies 7. Media Local Print and TV National Media Bloggers Key Messaging is always your campaign themes and talking points Building voter support for libraries
  71. 71. I Don’t Need Two Forms of ID When I’m Standing at Your Door | Advocates’ Corner http://lj.libraryjournal.com/2013/09/opinion/advocates-corner/i-dont-need-two-forms-ofid-when-im-standing-at-your-door-advocates-corner/#_
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