#1 - Golden is a city with a small town feel. It needs a library for a city with a small town feel. It needs a library that knows its community, is a vital part of it. One that does not overlook any segment of the community’s population.
#2 - In 7 of 10 cases (68%), customers leave a busniness – and libraries are a business - because they don’t believe we care. We have to care enough to find out who clients are, what are their interests and information needs. I wsant to start by showing you where a CNA would begin. First, we look at existing data such as Census, etc. Golden is one small municipality within a county bordering on 500,000 acres, and it’s not quite 6,000.
A CNA begins with what is often called “a community snapshot.” When you put all this together with a complete demographic report, it is important information to know in planning the library’s services and programs. Part of any CNA gathers this information.
This is another kind of community snapshot. It also gives an idea what makes Golden unique as part of metro Denver. Golden is a dynamic, multi-dimensional City. By doing an analysis, we look at Golden through many different lenses to really its see its uniqueness, its characteristics, and its knowledge system.
A CNA has great value in enabling a library to fulfill its role. So, it’s important to take the time to ask, reflect, and be clear about it: “what is the library’s role? What are we helping the library fulfill? The role is two-fold: meeting information needs and being a community center.
Read “the role of . . .” . . . Increasingly digital. Technology has continued to move us in the direction of information seekers being able to access information whenever and however they like. This actually makes information professionals even more important as part of a communities information infrastructure.
Read to. . . Systems. Social interactions can be very helpful to information seekers. Read to . . . Community becomes. That is exactly what libraries do. They help connect and mobilize the assets in their community. Libraries help build knowledgeable, connected communities. So whereas community members used to interact on front porches in the evenings, libraries are one place that can serve as the front porch.
Here are some quotes. Not going to read them. Front porch. Whereas people used to gather on the front porch and interact, they no longer do. Libraries can help replace that. I want to say a little bit more about the community library’s role or mission via some quotes. First one really isn’t new. Even the Sumerian . . . If you read through these other quotes, see terms like “educated community,” “social capital,” “crime decreases,” these are important matters in any community. They have been shown to have direct ties to effective libraries.
So I’ve talked about where a CNA starts, snapshot. What is the role it helps a library fulfill? The CNA really does look through different lenses to capture the dynamic, multi-dimentional qualities of Golden. It has great value in helping the Golden library most effectively fulfill its role – meeting information Needs and serving as a vital community center. I want to talk with some detail about the specific process of an Analysis. I’m here asking for your support, and I still remember why voters turned down the proposal for more lightrail a few years ago. Too vague. Money going to a “great idea.” But “I don’t know anything about it.” I’m going to walk through the actual CNA process.
As we look at each component, we follow a “diagnostic cycle.” And I can tell you a story about this. ‘ Sixth grade class. Pre-primer. What if I hadn’t done the diagnosis? What If I had relied strictly the information already in the files, or, a mistaken perceived need. Only with the right methods, can we find out real needs. Operative word is “Cycle.”
What I’m going to do for each one.
The first part is Lifestyle. For each part, I’m going to follow the 3 basic sequential steps. (1) Define ‘what it is,” (2) review how data will be gathered, , What is it?, and (3) Give examples of how it might be interpreted and what the resulting decisions might include. Lifestyle is the reason people move into a community or leave a community.
It has a long, rich history. Golden was named the county seat in 1886. It includes one of the largest cobblestone buildings in the country. Built in 1913. Golden – mining camp, 1859. Capital of Territory of Colorado 1862-67. : How gather data? Read histories, visit museums, parks & rec, talk to staff, local stores, contact real estate agents, and map the demographics, conversations w/ oldtimers, PR at Coors. Interpret and Use Implications for Decisisons:
Results - Environment, Natural Resources!! What might be an interpretation and the implications? See “one example” on slide. This batik, called “Table Mtn. Jamboree,” decorates the library wall in Golden.
Agencies are the institutions and businesses. Every community has public, private, and non-profit institutions.
This is what I mean by dynamic and multi-dimensional.
These next several slides are in your packet. They are taken from . . . We will use these in the study, and they will give the staff a structured way to sytematically look at the Agencies and the Groups to plan for immediate and future action.
So, we definied Agencies, looked at the data that could be gathered. The sources – for all these 4 parts – are already existing. They include newspapers, the chamber of commerce, websites, conversations, the library registry, census data, and the yellow pages are one of the best places to get good information.
First, to define groups they are people who get together out of common interests. They can be more formally structured or entirely casual. Gathering information comes from the same sources as lifestyles, and agencies. A little trickier.
We will follow the same process I showed you with Agencies for key interpretation of the data.
This directory is another data-gathering/organizing source.
Let me give you an example of how we might use the data. Golden has a Quilting Club. We will have books/DVDs on shelves. We might display their quilts, or invite them to be part of a storytelling night. Another youth group found in many communities is Gamers. Sponsor a contest, have Gamer’s Night. Hobby groups such as scrapbooking, or due to the mountainous surroundings, local environmental groups.
Read straight from slide. Individuals really at the heart of it. Then, describe interviews - format with 2 members each of various age groups for a total of 12 interviews. Twelve interviews may not sound like sufficient sampling. But a large body of scientific literature exists to support this type of research method. It’s called non-probability, purposive sampling.
Jana. Personal interests and information needs. Also, might generalize and realize self-employed. This came from an in-depth interview already done with Jana.
There it is. Nestled in a valley between North and South Table Mountain along the hogback. A Community Needs Analysis will benefit the community serving as a critical means for the librarians to “know the community.” It will identify (1)the Lifestyle of which residents here are so proud (2) Agencies, businesses and institutions; School of Mines and that small church; (3) groups (people with common interests), and the most basic unit that makes it all possible, (4) the Individuals. This studywill help ASSURE that the library develop services and programs based on real needs vs. perceived needs. Vitally important, we will bring different parts of the community together and connect the parts that have important fits. I want to close with a few quotes. These are all from the ULC report “The Engaged Library,” because Golden stands to reap great benefits from the best kind of library – the engaged library. 1). successful community building involves discovering and mobilizing layers of assets already present in every community. 2). The handouts are a part of the tools of a Comm. Needs Analysis that inform a library in order to decide how and where to engage in the fabric of community life. 3). Because the public library is a place of educational empowerment, its role in the community is crucial, it generally already has the community’s trust, and it remains a “community pillar.” 4). There is no limit to the role local branch libraries can play in building vibrant communities.
Quotes all from Urban Library Council report.
Community Needs of Golden, co ptf
Community Needs AnalysisCommunity Needs Analysis
Golden, ColoradoGolden, Colorado
2006 Golden Community Snapshot2006 Golden Community Snapshot
Total Golden Area (estimates) - 6, 000 acres, 9.7 sq. miles
Total Jefferson County Area – 495,000 acres, 653 sq. miles
Population – 17,458
Age Composition 2000
Under 5 - 977
5 – 14 1,850 15 – 19 1,664
20 - 24 1,899 25 - 44 5,732
45 - 54 2,383 55 - 59 772 Over 60 2,582
Average Annual Wage - $51, 601
Family households – 56.9%, with children under 18 – 26.4%
Female housholder – 8.8%, with children under 18 – 5.5%
Education of those over 25 (10,706)
28.3% with a bachelor’s degree and
18.0% with a graduate degree or higher
(Sources are the City of Golden and US. Census Beaurau.)
Another kind of Community SnapshotAnother kind of Community Snapshot
WhatWhat isis the role of the library?the role of the library?
To meet information needs –
real needs vs. perceived needs
To be a community center
To meet information needs
-- in a rapidly changing society.
To organize, transfer, and deliver needed information
resources (even the first Sumerian temple libraries in about
To manage collection development – print, media, electronic
To adapt to change, i.e. increasingly digital –
provide technological mechanisms for information access
[ Information needs include leisure reading/viewing/listening.]
To be a community center
1997 Article - Providing Social Interaction in the Digital
Provide mechanisms for social exchange and
interaction within our systems.
Research shows that the more assets are connected and
mobilized, the stronger a community becomes.
Libraries help build knowledgeable, connected
Libraries are repositioning themselves not only as
community resources but community gathering places.
(Pam Sandlian Smith, just named the Colorado Librarian of the Year)
There is no limit to the role local branch libraries can play
in building vibrant communities. (Urban Libraries Council,
Chicago Stories of Community Building)
Libraries are catalysts for building social capital . . . In a
community with strong social capital, crime decreases for
all residents, economic activity increases, and schools
improve. (Putnam and Felstein, an examination of the Chicago Public
Library’s successful strategies for community development).
Libraries are here to support having an educated
community. (Head Children’s Librarian in small metropolitan town)
What is a Community Needs Analysis?What is a Community Needs Analysis?
It’s in the dIt’s in the details.etails.
Follows the Path of aFollows the Path of a Diagnostic CycleDiagnostic Cycle
“The role of any [service] professional, e.g., physician . . . financial
planner, is that of diagnosing needs, prescribing a service. . .
Implementing. . . And evaluating the outcome . . .”
Greer, Grover, and Fowler
CNA – Four Parts for Systematic AnalysisCNA – Four Parts for Systematic Analysis
Each has gifts and strengths. Each has
Lifestyle: the culture of a community
Topography and climate
LifestyleLifestyle includes Local History.includes Local History.
What are the implications of LifestyleWhat are the implications of Lifestyle
Analysis: Strong interest – Environment, Natural
Implications: Partner w/ Jeffco Open Space, invite nature
speakers, movie night – watch March of the Penguins and
discuss, carry trailguide books.
Agencies are the institutions and businesses.
They are the public, private, and non-profit institutions.
Agencies are not always large.
A Church in GoldenA Church in Golden
. . . but sometimes they are.. . . but sometimes they are.
Photo below of Coors BreweryPhoto below of Coors Brewery
Examples of AgenciesExamples of Agencies ((public, private, and non-profitpublic, private, and non-profit))
Implications –Implications – Small Business Development serviceSmall Business Development service
“Most small businesses are micro-enterprises with fewer than
five employees. They don’t have the resources to pay for outside
research or marketing services. Getting the right information can
make a critical difference to their survival and success. The public
library can provide the information these small businesses need.”-
(Christine Hamilton-Pennell, CAL Conference 2009)
Small businesses generally employ about 60% of the members of a
Libraries can provide data on potential customers, marketing
strategies, and core completitors.
GroupsGroups share common interests.share common interests.
Examples of Groups (Examples of Groups (organizations, clubs, & associations)organizations, clubs, & associations)
IndividualsIndividuals guide library planningguide library planning
Definition: single human with an individual consciousness
(the Free Dictionary)
How to Obtain Data:
Census report, library registration records, conversation, clubs.
Personal interviews – non-probability, purposive sampling
Implications –Implications –
local musician Jana Johnslocal musician Jana Johns
Successful community building involves discovering and
mobilizing layers of assets already present in every
A Community Needs Analysis provides critical
information for a library in order to decide how and
where to engage in the fabric of community life.
The public library is a place of educational empowerment
. . and a community pillar.
There is no limit to the role local branch libraries can play
in building vibrant communities.
Personnel NeedsPersonnel Needs
Part Time - Project Coordinator – Recommend use of
a consultant experienced with this procedure.
Project Teams – 2 People Each (26 people)
Staff + Volunteers + Intern
Informal observations group 1
Survey 1 team
Map study team
Survey 2 team
Interview teams – 8 teams of 2 each. 16 people
Informal observations group 2
Consultant Fee (85 hours) 2,000 2,000
Volunteer Coordinator/Trainer Yes
Library Staff Hours Yes
Computers and Software 100 100
Education and Training Yes
Operating Supplies Yes
Paper Supplies 100 100
Postage 100 100
Printing – Outside 150 150
Programming Supplies 275 275
for early response to CNA results
Travel and mileage
reimbursement 300 300
Total Expenses 3,025 3,025
Projected Timeline – February 2011 – December 2011Projected Timeline – February 2011 – December 2011
(to be redesigned as six month plan)
(Each Group (in green) comprised of 2 people, unless otherwise noted.)
Workshop for library staff, volunteers
Implement Intuitions and Impressions
Intuition box - Each staff member asked to add an intuition card monthly.
Cumulative cards discussed at Staff Meetings.
Informal Observations Group 1:
Complete “Intuitions/Impressions” Observation - decorated box
Members of this group have 3 months to take off 1 day as comp time.
Must request it 2 weeks in advance.)
Intern begins analysis of census data
Survey 1 Group - Develop 1st
Lifestyle Group – Begin Lifestyle study – gather data
Map Study Group - Conduct map study.
Intern continues analysis of census data
Survey 1 Group -
First customer survey implemented in library for 2 weeks (Incentives for patrons to fill it out)
Summarize/Analyze results of Survey 1
Lifestyle (CARI) Group – Do Lifestyle study – compile results into report
Map Study Group - Map study results displayed at library board m
May - Intern prepares Snapshot of City of Golden
Survey 2 Group - Develop 2nd customer survey.
Groups (CARI) Group - Do group study. (Use Roger’s Matrix, ncluded in Methods. Revise it:
Groups - informal groups, clubs = associations; organizations; Agencies -institutions; Local
Economy. Transcribe matrix information onto Engaged Library Diagram for Existing
Partner/Potential Partner. Sources for collecting data are to use yellow pages, newspapers,
internet, other local newsletters/publications.
Second customer survey
Survey 2 Group -
First customer survey implemented in library for 2 weeks (Incentives for patrons to fill it out)
Summarize/Analyze results of Survey 2
July - Interview Partnering teams - Conduct interviews. Complete as finished document by
end of month.
(Details [to include in Body of CAN proposal]:
Staffed by 2 people per age group. (Need 12 people). (One staff member, 1 volunteer. Could
also be two volunteers)
6 age groups – Childrens, Tweens, YA, Adult (25-44), Adult (45-65), Older
2 interviews per age group
August - Intern begins analysis of Interviews
Appropriate interviews distributed to corresponding department heads/specialty librarians.
Each department head involves staff in informal review of interview data and recommendations
based on results.
September - Informal Observations Group 2:
Complete “Intuitions/Impressions” Observation Report Form.
(Members of this group have 3 months to take off 1 day as comp time. Must request it 2
weeks in advance.)
Completion of community data collection.
Analysis and recommendations begun by age groups
Staff begins meetings series to plan/delegate assembly into binder/digital version of:
Final Engaged Library toolkit charts
Assemble binders with tabs for age groups, Individuals, Groups, Agencies, Lifestyles.
Begin discussions for final recommendations/proposals in services/programs. Input/brainstorming
by entire staff and volunteers. Then to administration for final decisions.
Plan implementation/evaluation procedures.
Babbie, E. (2007). The Practice of Social Research. 11th
ed. Belmont, CA: Thomson Learning, Inc.
City of Golden (n.a.). Retrieved September 12, 2010 from http://ci.golden.co.us/Page.asp?NavID=214
Golden, Colorado. (2000). U.S. Census Bureau . Retrieved September 12, 2010 from
Grover, R. J., Greer, R. C., & Agada, J. (2010). Assessing information needs: Managing transformative library
services. Denver, CO: Libraries Unlimited.
Inskip, C., Butterworth, R., & MacFarlane, A. (2007). A study of the information needs of the users of a
folk music library and the implications for the design of a digital library system. Information
Processing and Management, 44 (2), 647-662.