"Dynamic Success at the Polls" Presentation at ILA 2013 #ilaignite
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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 ...

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

    • 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 EveryLibrary Role as Consultant Role with Committees
    • 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
    • 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
    •          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
    • 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
    • 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
    • 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
    •           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.
    • 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 Partners 4. Business Partners 5. Politicians 6. Media Building voter support for libraries
    • 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
    • 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
    • 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 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
    • 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.
    • What Activates Voters for The Library? The Librarian is the Candidate The Library is the Incumbent Library = Librarians + Community Building voter support for libraries
    • 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
    • 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
    • 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 within the library o Training and Role Playing o Ramp Up the Social Media Building voter support for libraries
    • Community Engagement Survey Tools: • Community Assessment Survey • Strategic Planning Surveys • Key Stakeholder Surveys Building voter support for libraries
    • 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
    • Community Engagement Service Delivery: • New resident visits • Embedded librarians with key allies • Library Card Sign-up Month* Building voter support for libraries
    • 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.
    • 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 library 26% will Probably or Definitely vote no or may vote either way. Building voter support for libraries
    • 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
    • Publicity Q+A Website Facebook Flyers Mailings Newsletter Newspaper Billboard
    •       General Information Financials Facility Scenarios Administration Contact Information http://www. broadviewlib rary.org/upl oaded_bvlib /Q+A.pdf
    • 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 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
    • 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
    • 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
    • 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
    • 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
    •    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
    • 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 the library measure - as citizens, neighbors, and stakeholders - with a defined role for the campaign season Building voter support for libraries
    • 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
    • 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
    • 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 Activates volunteers and identifies core supporters Signs “Tribal” identity Mailers Least effective
    • 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.
    • 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
    • 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 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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/#_