June 29, 2008Judith G. Robinson, Associate Dean for Libraries and Director of Educational TechnologyEdward. E. Brickell Medical Sciences LibraryEastern Virginia Medical SchoolNorfolk, VirginiaMarketing @ the LibraryMaking Yourself an Attractive Target

Eastern Virginia Medical School (EVMS)Established in 1973 by the community to improve the health of the communityPrivate but receives core funding from the 7 regional cities and the Commonwealth of VirginiaFundraising can ONLY be done through the Office of Institutional AdvancementIn 1995, no interest in fundraising for the library

AlumniPatientsPatientsPatientsand industryand politiciansEducationClinicalResearchServiceto theCommunityUndergraduate MedicalResidentsContinuing EducationOutpatientsIn-patient Hospital CareClinical TrialsLaboratory InvestigationTranslational Research Patient EducationFree Clinics/ Indigent CareClinical TrailsAcademic Medical Fundraising Environment

The EVMS Library in 1995

19,000 square feet Housed the only institutional computer lab comprised of 9 computersFriends of the Library group with 128 membersResults of a 1994 survey revealed that 48% of reference questions answered were for non-EVMS clientsExcellent staff worthy of the spotlightEVMS Library in 1995

Occupy a 46,000 square foot library opened in 2000 at a cost of $10 million 30 seat computer lab, 30 seat classroom, 420 hardwire connections and WiMAX throughout the libraryFriends of the Library group with 100 membersSince establishing the outreach program in 2000 we have trained over 4,000 citizens throughout the regionExcellent staff are in the spotlightEVMS Library in 2008

We developed library services specifically in support of the Office of Institutional AdvancementThe Library developed programs to support the 4 key areas of the academic medical environmentWe gathered data on these new programs and publicized our successes.What happened?

Office of Institutional AdvancementEstablished a Virtual Clipping Service which now includes monitoring of Web 2.0 products, i.e. blogs, wikis, You Tube and social networking sitesDeveloped 15 minute, 30 minute and 1 hour tours and training sessions for campus visitors, new members of the EVMS Foundation and Board of Visitors Created a faculty publications database that generated a monthly list of citations that was published in the institutional newsletterResearched prospective donors for Advancement staffOffered library space for a permanent phone bank for the Alumni PhonathonAfter asking permission from library patrons, provided contact information on “grateful patients” of the library’s patient education and consumer health information services

4 Key Areas - EducationLed the way in the use of educational technologyOpened the computer lab 24x7x365Integrated library skills training into all 4 years of the undergraduate medical curriculumUsed the opportunity of a new library to increase computer learning spaces and small group teaching spaces

4 Key Areas - ClinicalWorked closely with Network Center staff to ensure access to library resources in clinical settingsEstablished a Clinical Medical Librarian programProvided training in evidence based medicine and information management via Medical Grand Rounds for Continuing Medical Education credit

4 Key Areas - ResearchEstablished an Institutional Review Board Librarian programEstablished an Institutional Animal Care and Use Committee Librarian programCreated a Faculty Publication database that helps faculty and external researchers find collaboration possibilities

4 Key areas – Service to the CommunityCreated an Outreach Coordinator position to develop programs for citizens in the region (over 4,000 citizens trained to date)Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.Created the HealthSmart Virginia website which links to lesson plans and other resources to assist teachers, students and parents address the 345 knowledge, skills, and abilities related to health that are taught and measured in Virginia’s standards of learning for K-12 students

Created an Outreach Coordinator position to develop programs for citizens in the region (over 4,000 citizens trained to date)

Partnered with institutional clinical outreach initiatives at regional health fairs, employee benefits fairs, etc.

Created the HealthSmart Virginia website which links to lesson plans and other resources to assist teachers, students and parents address the 345 knowledge, skills, and abilities related to health that are taught and measured in Virginia’s standards of learning for K-12 students

1987. 71995Led Educational Technology Integration Started Services for Advancement Office1996Clinical Medical LibrarianAccess to Resources from Clinical Sites1997Opened Computer Lab 24x7x365Faculty Publications Database1998Began Organizing Outreach Activities1999Accreditation VisitLast Years of EVMS Capital Campaign How Did We Start? Our First 5 Years

We Gathered Data - The Science of FundraisingAnalyzed all course evaluationsTracked costs for all new and existing servicesGathered metrics on numbers of attendees, demographics of users, geographic affiliations, etc.Made changes as needed and recommended

We Publicized Our Successes –The Art of FundraisingInspired by the “Coloring Book Theory” of perception versus reality we were aggressive in defining our message and sharing it with othersCreated a central file of individual accolades and testimonials and shared them administration and Institutional AdvancementCreated a list of “key cheerleaders” and asked them to be spokespersonsApplied for awards when the opportunities arose and celebrated our successIdentified staff already comfortable with public advocacy to serve in publicity roles, and created opportunities for all staff to practice these skills

New Building Proposal -1999In 1999, accreditation visit cited the increased use of educational technology to deliver the curriculum and the need for expanded computing facilitiesInstitutional Advancement had a list of donors only interested in bricks and mortar naming opportunities. Building a new library was a logical and necessary final step in closing the campaignRegional City Managers and Public Library Directors wrote letters of support for $2 million in state funding because of regional services provided by the EVMS library to area citizensClinical Medical Librarian core physician practice group donated $250,000Friends of the Library Members donated major giftsWe designed, built and moved into the new building 18 months later, March 2000.

Development OfficeCreate services to help them get their work doneInstitutional PrioritiesMake Yourself an Attractive TargetEducation, Clinical Care, Research, and ServiceMeasure and ReportData BasedPublicityIdentify Key Players and Institutional Priorities

EVMS Librarians Role

June 29, 2008Judith G. Robinson, Associate Dean for Libraries and Director of Educational TechnologyEdward. E. Brickell Medical Sciences LibraryEastern Virginia Medical SchoolNorfolk, VirginiaTHANK YOUrobinsjg@evms.edu