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Campaigning for Your
Warrant Article
Building voter support for libraries
Or, How to Run Against Your Own Library and Win
...
About EveryLibrary
Set up as a 501c4 Social Welfare Organization
chartered to support local library ballot
measures like b...
About EveryLibrary
EveryLibrary works with Info-Only and Vote YES
campaigns
● Pre-planning and polling
● Technical assista...
Data that Frames Our
Discussions
“From Awareness to Funding” says…
Voter Attitudes
Nationwide, of all voters:
37% will Definitely vote yes for the library
37% will Probably vote yes for the...
Voter Education Challenge
“The [New Hampshire] state municipal
association examined 27 towns and found
that an average of ...
Who Supports
Libraries?
“From Awareness to Funding” says…
Library Use Does Not Matter
A voter’s willingness to support increased library funding is
not driven, or limited, by libra...
Library as Transformative Force
[T]he library is not perceived as just a provider of practical
answers and information; th...
Attitude - Not Demographics
The factors that determine residents’ willingness to
increase their taxes to support their loc...
ADVOCATES:
1. An Identified Need
2. Personal Motivation
3. Experience of the Issue*
4. Prior Success as Advocate*
5. Insti...
What Activates Voters
for the Library?
The Librarian is the “Candidate”
The Library is the “Incumbent”
Library = Librarian...
Building voter support for libraries
Why Libraries Lose
● The day of the vote is the first time enough people
see the budg...
Building voter support for libraries
Why Libraries Lose
● The day of the vote is the first time enough people
see the budg...
Community Inventories
Know the Political Landscape
Inventory Your Allies
1. Educational Partners
2. Social Welfare and Religious Partners
3. Governmental Partners
4. Civic P...
Ask for Endorsements
● Your allies…
● Become your endorsers
● Become your funders
● Become your volunteers
● The person wh...
Inventory Your Ecosystem
1. Who else is has a Warrant / is on the ballot / is
before the body?
2. Who are your champions?
...
Inventory Your Ecosystem
1. Who else is has a Warrant / is on the ballot / is
before the body?
2. Who are your champions?
...
Messaging that Works
To see if…
Data is a “Good Economy” Ask
Stories are a “Bad Economy” Ask
“To see if….”
Data v. Stories
Building voter support for libr...
Warrant Message ‘Frames’
We have a plan that…
● Is basic - needs stability
● Is aspirational - needs growth
● Is integral ...
Warrant Message ‘Frames’
The community needs our library to….
➢Partner
➢Incubate
➢Leverage
Building voter support for libr...
The Library as…
● Educational Partner
● Economic Development Engine
● Social Leveler
● Place of Discovery
● Personal Refug...
“Transformative Force”
The Library as Incubator
● Businesses
● The Arts
● Community Identity
The Library as Leverage
● Ret...
To Library Users:
● “As you know...”
● Personal Value Proposition
● Value for Other
● Activation for the library
To Non-Us...
“Perception of the Librarian”
Nothing Impacts Voter Behavior More than Their
Perception of the Librarian and the Library a...
The Meeting
Prepare the Room
Public Education about Spending
Authority
“Raise and Appropriate”
“Accept and Expend”
“Anticipating Funds”
More than the A...
Information-Only Team
Who:
Public Employees on Public Time or
Representatives of the organization acting in an
official ca...
Staff: Information-Only
 Are the candidate
 Neutral - but enthusiastic
 Need training and guidance
 In the building an...
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 guidan...
Talking to your “Appropriate
Agency”
● City Council
● Budget Committee
● Board of Selectmen or Town Council
Building voter...
“Appropriate Agencies”?
1. Educational Partners
2. Social Welfare and Religious Partners
3. Governmental Partners
4. Civic...
The Meeting
Work the Room
Who is in the Room?
● Discuss and Debate
○ Who will Speak to the Facts
○ Who will Speak to the Impacts
● Amendments
○ Who ...
Dates and Considerations
● Voter Registration and Qualifications
● Zoning and Historic Districts
● Annual Report
● Default...
Getting to Election Day
Anticipating a Vote YES Committee
Information-Only Campaign
● Public Employees in the Public Trust
● Active and Engaged but Neutral
● Supported by Friends a...
Vote Yes Committee
● Not the Library
● Not the Friends
● Not Governance
Dedicated to helping Get Out the Vote (GOTV)
for t...
Vote Yes Committee
◆ Independent of the library
◆ Not coordinated with the library
◆ Needs own communications infrastructu...
What You Can Do
Starting Tomorrow
Days | Weeks | Months | Years
Start Educating the Public about
Why You Spend
“Raise and Appropriate”
“Accept and Expend”
“Anticipating Funds”
More than ...
John Chrastka
EveryLibrary
www.everylibrary.org | facebook/everylibrary
@everylibrary | everylibrary.tumblr.com
john.chras...
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Campaigning for Your Warrant Article NHLTA 2014

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This presentation provides practical tips for libraries participating in a Town Hall meeting or SB2 Deliberative Session and focuses on techniques for successful meeting outcomes. John Chrastka presented "Campaigning for Your Warrant Article" on May 19, 2004 at the New Hampshire Library Trustees annual conference in Concord.

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  • Transcript of "Campaigning for Your Warrant Article NHLTA 2014 "

    1. 1. Campaigning for Your Warrant Article Building voter support for libraries Or, How to Run Against Your Own Library and Win John Chrastka @everylibrary www.everylibrary.org
    2. 2. About EveryLibrary Set up as a 501c4 Social Welfare Organization chartered to support local library ballot measures like bonds, referendum, parcel taxes, levies and mills. Includes our support for legislation that impacts the ability of libraries to function as districts. Building voter support for libraries
    3. 3. About EveryLibrary EveryLibrary works with Info-Only and Vote YES campaigns ● Pre-planning and polling ● Technical assistance with campaigns ● Staff, Trustee and Friends roles ● Timing issues in the public trust Building voter support for libraries
    4. 4. Data that Frames Our Discussions “From Awareness to Funding” says…
    5. 5. 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
    6. 6. Voter Education Challenge “The [New Hampshire] state municipal association examined 27 towns and found that an average of 2.4% of registered voters attended the deliberative sessions in 2010 and 25.5% of registered voters voted on the budget at the polls.” Union Leader 16 Feb 2013 http://www.newhampshire.com/article/20130217 /NEWS0612/130219241/0/news01 Building voter support for libraries
    7. 7. Who Supports Libraries? “From Awareness to Funding” says…
    8. 8. Library Use Does Not Matter A voter’s willingness to support increased library funding is not driven, or limited, by library use. - OCLC "From Awareness to Funding" p. 7-2 Building voter support for libraries
    9. 9. Library as Transformative Force [T]he 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
    10. 10. Attitude - Not Demographics 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. - OCLC "From Awareness to Funding" p. 7-3 Building voter support for libraries
    11. 11. ADVOCATES: 1. An Identified Need 2. Personal Motivation 3. Experience of the Issue* 4. Prior Success as Advocate* 5. Institutional Reputation 6. Made a Pledge 7. Ease of Access to Tools Activate in Either Context Building voter support for libraries VOTERS: 1. A Reason to Vote 2. Mobilization 3. Personal Contact with Candidate* 4. Culture/Tradition/Habit of Voting* 5. Trust in Government (pro or con) 6. Decided to Vote 7. Weather/Access to Polls
    12. 12. What Activates Voters for the Library? The Librarian is the “Candidate” The Library is the “Incumbent” Library = Librarians + Community Building voter support for libraries #everylibrary
    13. 13. Building voter support for libraries Why Libraries Lose ● The day of the vote is the first time enough people see the budget ● Zero-Sum Games ● Any tax is a bad tax #everylibrary
    14. 14. Building voter support for libraries Why Libraries Lose ● The day of the vote is the first time enough people see the budget ■ Communications Campaign ● Zero-Sum Games ■ Early work in the Ecosystem ● Any tax is a bad tax ■ Engage the Debate #everylibrary
    15. 15. Community Inventories Know the Political Landscape
    16. 16. Inventory Your Allies 1. Educational Partners 2. Social Welfare and Religious Partners 3. Governmental Partners 4. Civic Partners 5. Business Partners 6. Politicians 7. Media Building voter support for libraries #everylibrary
    17. 17. Ask for Endorsements ● Your allies… ● Become your endorsers ● Become your funders ● Become 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
    18. 18. Inventory Your Ecosystem 1. Who else is has a Warrant / is on the ballot / is before the body? 2. Who are your champions? 3. Who is your opposition…? 4. What do they want? 1. What are your potential asks? Building voter support for libraries #everylibrary
    19. 19. Inventory Your Ecosystem 1. Who else is has a Warrant / is on the ballot / is before the body? 2. Who are your champions? 3. Who is your opposition…? 4. What do they want? 1. What are your potential asks? 2. If you are not ‘at risk’ this season, who is? Building voter support for libraries #everylibrary
    20. 20. Messaging that Works To see if…
    21. 21. Data is a “Good Economy” Ask Stories are a “Bad Economy” Ask “To see if….” Data v. Stories Building voter support for libraries
    22. 22. Warrant Message ‘Frames’ We have a plan that… ● Is basic - needs stability ● Is aspirational - needs growth ● Is integral - advances several missions Building voter support for libraries
    23. 23. Warrant Message ‘Frames’ The community needs our library to…. ➢Partner ➢Incubate ➢Leverage Building voter support for libraries
    24. 24. The Library as… ● Educational Partner ● Economic Development Engine ● Social Leveler ● Place of Discovery ● Personal Refuge Voter See the Library as a “Transformative Force” Building voter support for libraries
    25. 25. “Transformative Force” The Library as Incubator ● Businesses ● The Arts ● Community Identity The Library as Leverage ● Retail Anchor ● Grants and Capacity ● Access to Tech Building voter support for libraries
    26. 26. 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 Remember – “User Status” Does Not Matter Building voter support for libraries
    27. 27. “Perception of the Librarian” Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution. Building voter support for libraries #everylibrary
    28. 28. The Meeting Prepare the Room
    29. 29. Public Education about Spending Authority “Raise and Appropriate” “Accept and Expend” “Anticipating Funds” More than the Annual Report…. Building voter support for libraries #everylibrary
    30. 30. Information-Only Team Who: Public Employees on Public Time or Representatives of the organization acting in an official capacity. Why: On public time, with public money, we have a responsibility to inform the public about what the appropriation is going to do. Building voter support for libraries
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Talking to your “Appropriate Agency” ● City Council ● Budget Committee ● Board of Selectmen or Town Council Building voter support for libraries #everylibrary
    35. 35. “Appropriate Agencies”? 1. Educational Partners 2. Social Welfare and Religious Partners 3. Governmental Partners 4. Civic Partners 5. Business Partners 6. Politicians 7. Media 8. The Moderator Building voter support for libraries #everylibrary
    36. 36. The Meeting Work the Room
    37. 37. Who is in the Room? ● Discuss and Debate ○ Who will Speak to the Facts ○ Who will Speak to the Impacts ● Amendments ○ Who is in charge for the library ○ Who will “address” the Room ○ Who will “speak to” the Moderator Building voter support for libraries #everylibrary
    38. 38. Dates and Considerations ● Voter Registration and Qualifications ● Zoning and Historic Districts ● Annual Report ● Default Budget ● Recounts Building voter support for libraries #everylibrary
    39. 39. Getting to Election Day Anticipating a Vote YES Committee
    40. 40. 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" Types of Library Campaigns Building voter support for libraries
    41. 41. 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
    42. 42. Vote Yes Committee ◆ Independent of the library ◆ Not coordinated with the library ◆ Needs own communications infrastructure ◆ Sets own campaign calendar ◆ Does its own campaign events and activities ◆ Sets own expenditures ◆ Asks people to Vote YES Building voter support for libraries
    43. 43. What You Can Do Starting Tomorrow Days | Weeks | Months | Years
    44. 44. Start Educating the Public about Why You Spend “Raise and Appropriate” “Accept and Expend” “Anticipating Funds” More than the Annual Report…. Building voter support for libraries #everylibrary
    45. 45. John Chrastka EveryLibrary www.everylibrary.org | facebook/everylibrary @everylibrary | everylibrary.tumblr.com john.chrastka@everylibrary.org Building voter support for libraries Thank You
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