PR Forum - Diversity @ your library: Broadening Your Audience and Engaging Communities Eric Friedenwald-Fishman, Creative Director/President and Laura K. Lee Dellinger, Senior Executive Vice President/Principal June 29, 2008

Agenda 8:00 to 8:05 am - Greetings/Welcome - Kathleen Imhoff 8:05 to 8:10 am - Award presentation 8:10 to 8:25 am - @ your library campaign update - Megan Humphrey 8:25 to 8:30 am - Speaker introduction - Kathleen Imhoff 8:30 to 9:30 am - Presentation: Diversity @ your library: Broadening Your Audience and Engaging Communities Why Multicultural Communication Matters The Eight Principles and Practices of Multicultural Communication 9:30 to 10 am - Questions and Answers

8:00 to 8:05 am - Greetings/Welcome - Kathleen Imhoff

8:05 to 8:10 am - Award presentation

8:10 to 8:25 am - @ your library campaign update - Megan Humphrey

8:25 to 8:30 am - Speaker introduction - Kathleen Imhoff

8:30 to 9:30 am - Presentation: Diversity @ your library: Broadening Your Audience and Engaging Communities

Why Multicultural Communication Matters

The Eight Principles and Practices of Multicultural Communication

9:30 to 10 am - Questions and Answers

Why Multicultural Communication Matters

Why Multicultural Communication Matters Demographics - Current U.S. population 30 percent ethnic minorities 12.7 percent Hispanic/Latino–fastest growing minority at a rate of 58 percent since 1990s and largest minority group 12.7 percent African American 3.8 percent Asian-American/Pacific Islander 0.9 percent American Indian/Alaska Native 25 percent Gen Y 17 percent Gen X 12.4 percent over 65 years of age 1.16 percent identify as same-sex couples

Demographics - Current U.S. population

30 percent ethnic minorities

12.7 percent Hispanic/Latino–fastest growing minority at a rate of 58 percent since 1990s and largest minority group

12.7 percent African American

3.8 percent Asian-American/Pacific Islander

0.9 percent American Indian/Alaska Native

25 percent Gen Y

17 percent Gen X

12.4 percent over 65 years of age

1.16 percent identify as same-sex couples

Why Multicultural Communication Matters Demographics - Projected 2050 population 49 percent of the U.S. population will be non-white 24.4 percent Hispanic/Latino (188 percent increase from 2000 to 2050) 14.6 percent African American (71 percent increase) 9 percent Asian-American/Pacific Islander (213 percent increase) 1 percent American Indian/Alaska Native White/non-Hispanics projected to be less than 50 percent (45.6 percent) of the U.S. population by 2075

Demographics - Projected 2050 population

49 percent of the U.S. population will be non-white

24.4 percent Hispanic/Latino (188 percent increase from 2000 to 2050)

14.6 percent African American (71 percent increase)

9 percent Asian-American/Pacific Islander (213 percent increase)

1 percent American Indian/Alaska Native

White/non-Hispanics projected to be less than 50 percent (45.6 percent) of the U.S. population by 2075

Why Multicultural Communication Matters Voting Trends In the U.S. electorate, Latinos are a fastest growing proportion and their registration and voting rates are growing at a faster rate than those of other racial/ethnic groups Despite gaps in registration and voting rates, Latinos exhibit the highest growth rates in each of these categories compared to whites and African Americans. In addition, the percentage growth of Latinos registered to vote was three times that of Whites and four times that of African Americans between 2000 and 2004

Voting Trends

In the U.S. electorate, Latinos are a fastest growing proportion and their registration and voting rates are growing at a faster rate than those of other racial/ethnic groups

Despite gaps in registration and voting rates, Latinos exhibit the highest growth rates in each of these categories compared to whites and African Americans. In addition, the percentage growth of Latinos registered to vote was three times that of Whites and four times that of African Americans between 2000 and 2004

Why Multicultural Communication Matters Charitable Giving/Philanthropy/Volunteerism Minority donors are generally motivated to “give back” to the community after achieving success in their own lives, according to a study by the Council on Foundations and the Association of Black Foundation Executives A 2003 study reported in the Chronicle of Philanthropy that African Americans who give to charity donate 25 percent more of their discretionary income than whites Network for Good, a processor of online charitable donations for more than 1 million nonprofits, released a report, “The Young and The Generous: A Study of $100 Million in Online Giving to 23,000 Charities,” reported that online donors tend to be young with a median age of 38 Older teenagers (ages 16-19) have more than doubled their time spent volunteering since 1989

Charitable Giving/Philanthropy/Volunteerism

Minority donors are generally motivated to “give back” to the community after achieving success in their own lives, according to a study by the Council on Foundations and the Association of Black Foundation Executives

A 2003 study reported in the Chronicle of Philanthropy that African Americans who give to charity donate 25 percent more of their discretionary income than whites

Network for Good, a processor of online charitable donations for more than 1 million nonprofits, released a report, “The Young and The Generous: A Study of $100 Million in Online Giving to 23,000 Charities,” reported that online donors tend to be young with a median age of 38

Older teenagers (ages 16-19) have more than doubled their time spent volunteering since 1989

Why Multicultural Communication Matters Charitable Giving/Philanthropy Americans give 2.1 percent of their household income to charitable causes Retirees report giving 2.5 percent; people 75 years of age or older give nearly 5 percent Almost 82 percent of Hispanic households report giving to charity Lower-income Americans (below $10,000) donated 4.3 percent of household incomes; Americans in the $75,000 to $99,000 bracket gave only 1.8 percent of household income

Charitable Giving/Philanthropy

Americans give 2.1 percent of their household income to charitable causes

Retirees report giving 2.5 percent; people 75 years of age or older give nearly 5 percent

Almost 82 percent of Hispanic households report giving to charity

Lower-income Americans (below $10,000) donated 4.3 percent of household incomes; Americans in the $75,000 to $99,000 bracket gave only 1.8 percent of household income

Why Multicultural Communication Matters Business Ownership In the business sector, minority- and women-owned businesses have become an influential force in with more than 12 million such firms accounting for more than $4 trillion in annual gross sales, according to research from the U.S. Small Business Administration (SBA) These businesses represent the fastest growing areas of the U.S. economy, and they are responsible for the strongest job creation among all U.S. businesses Minority-owned businesses employ nearly four million workers in the U.S. In the past decade, minority-owned businesses have increased their revenues by 343 percent, and revenue growth has been even more spectacular among Asian-owned and Hispanic-owned businesses, with growth rates in the last decade of 463 percent and 417 percent, respectively

Business Ownership

In the business sector, minority- and women-owned businesses have become an influential force in with more than 12 million such firms accounting for more than $4 trillion in annual gross sales, according to research from the U.S. Small Business Administration (SBA)

These businesses represent the fastest growing areas of the U.S. economy, and they are responsible for the strongest job creation among all U.S. businesses

Minority-owned businesses employ nearly four million workers in the U.S.

In the past decade, minority-owned businesses have increased their revenues by 343 percent, and revenue growth has been even more spectacular among Asian-owned and Hispanic-owned businesses, with growth rates in the last decade of 463 percent and 417 percent, respectively

Why Multicultural Communication Matters Business Ownership Hispanic-owned businesses grew 31 percent from 1997 to 2002, with receipts of $226.5 billion Black-owned businesses grew 45 percent between 1997 and 2002 (more than four times the national average) Women-owned firms increased 20 percent

Business Ownership

Hispanic-owned businesses grew 31 percent from 1997 to 2002, with receipts of $226.5 billion

Black-owned businesses grew 45 percent between 1997 and 2002 (more than four times the national average)

Women-owned firms increased 20 percent

Why Multicultural Communication Matters Buying Power and Earnings Hispanic households with more than $100,000 in annual earnings are growing at more than twice the pace of the general population The African American consumer market is projected to exceed $1 trillion by 2010 and is one of the largest, highly visible and most influential segments African-Americans were found to be 24 percent more likely to be core organic consumers than their white counterparts. “Core” means they're more dedicated to buying natural than the mainstream population, according to the study titled, Organic 2006, done by Hartman The gay market segment is the fastest growing segment in the U.S. Gen X and Gen Y have cumulative spending power of $150 billion a year

Buying Power and Earnings

Hispanic households with more than $100,000 in annual earnings are growing at more than twice the pace of the general population

The African American consumer market is projected to exceed $1 trillion by 2010 and is one of the largest, highly visible and most influential segments

African-Americans were found to be 24 percent more likely to be core organic consumers than their white counterparts. “Core” means they're more dedicated to buying natural than the mainstream population, according to the study titled, Organic 2006, done by Hartman

The gay market segment is the fastest growing segment in the U.S.

Gen X and Gen Y have cumulative spending power of $150 billion a year

Why Multicultural Communication Matters Disparities Latinos are less likely than any population group to take full advantage of the resources, services and materials available through their libraries A study released this spring by the American Library Association reported that while 63 percent of whites and 64 percent African Americans visited their public libraries in 2006, less than half of Latinos (49 percent) did so

Disparities

Latinos are less likely than any population group to take full advantage of the resources, services and materials available through their libraries

A study released this spring by the American Library Association reported that while 63 percent of whites and 64 percent African Americans visited their public libraries in 2006, less than half of Latinos (49 percent) did so

The 8 Principles of Multicultural Communication Check your assumptions at the door Understand the cultural context of your audience Invest before you request Build authentic relationships Build shared ownership Walk your talk Relate, don’t translate Anticipate change

Check your assumptions at the door

Understand the cultural context of your audience

Invest before you request

Build authentic relationships

Build shared ownership

Walk your talk

Relate, don’t translate

Anticipate change

Principle 1. Check your assumptions at the door: Begin with yourself Practices that support this principle include: Get the facts Examine the work of community-based and faith-based organizations and programs that serve the cultural group Scan the news media for articles that demonstrate trends, challenges and opportunities within and for cultural communities Test assumptions Check your ego at the door and approach the work with an open mind, an open heart and a sense of humor

Practices that support this principle include:

Get the facts

Examine the work of community-based and faith-based organizations and programs that serve the cultural group

Scan the news media for articles that demonstrate trends, challenges and opportunities within and for cultural communities

Test assumptions

Check your ego at the door and approach the work with an open mind, an open heart and a sense of humor

Principle 2. Understand the cultural context of your audience: Do your homework Practices that support this principle include: Define desired audience(s) as specifically as possible Be aware of norms, traditions, dialects and other cultural nuances that are unique to the audience Understand historical experiences and attitudes that may impact communication Identify and build upon cultural strengths and assets

Practices that support this principle include:

Define desired audience(s) as specifically as possible

Be aware of norms, traditions, dialects and other cultural nuances that are unique to the audience

Understand historical experiences and attitudes that may impact communication

Identify and build upon cultural strengths and assets

Principle 3. Invest Before You Request: Create “community-centered” partnerships Practices that support this principle include: Treat leaders, organizations and community members as partners with whom you wish to engage, not as a “tool” for you to use Learn about the community’s needs and assets, and seek to understand how you can add value Stay in touch

Practices that support this principle include:

Treat leaders, organizations and community members as partners with whom you wish to engage, not as a “tool” for you to use

Learn about the community’s needs and assets, and seek to understand how you can add value

Stay in touch

North Portland Library

YMCA

Principle 4. Build Authentic Relationships: Maintain a long-term perspective Practices that support this principle include: Go to the community Work with trusted allies Don’t become a “one-hit” wonder Become an ally

Practices that support this principle include:

Go to the community

Work with trusted allies

Don’t become a “one-hit” wonder

Become an ally

New Seasons Market

Principle 5. Build Shared Ownership: Engage, don’t just involve Practices that support this principle include: Make sure there are seats at the table Establish shared decision making and shared authority Engage partners as “adaptors,” not “adopters”

Practices that support this principle include:

Make sure there are seats at the table

Establish shared decision making and shared authority

Engage partners as “adaptors,” not “adopters”

Practice 6. Walk Your Talk: Lead by example Practices that support this principle include: Acknowledge the reality of your organization Do what you say you believe others should do Deliver on promises

Practices that support this principle include:

Acknowledge the reality of your organization

Do what you say you believe others should do

Deliver on promises

St. Paul Foundation

Principle 7. Relate, Don’t Translate: Place communication and creative into cultural context Practices that support this principle include: Be clear about the desired change or call to action Determine if existing creative (message frame, copy, imagery) works for the audience based on cultural context “ Relate” the existing concept to the needs of your priority audience Develop new creative Establish clear translation protocols Don’t forget to implement

Practices that support this principle include:

Be clear about the desired change or call to action

Determine if existing creative (message frame, copy, imagery) works for the audience based on cultural context

“ Relate” the existing concept to the needs of your priority audience

Develop new creative

Establish clear translation protocols

Don’t forget to implement

Principle 8. Anticipate Change: Be prepared to succeed Practices that support this principle include: Recognize that your process and approach to the work may change Continue to build infrastructure to support multicultural success

Practices that support this principle include:

Recognize that your process and approach to the work may change

Continue to build infrastructure to support multicultural success

ARL

Conclusion Multicultural communication engages voters, donors, customers, constituents and stakeholders. By applying the eight principles, your organization can better advance your goals and mission and help create a stronger and more equitable society. While there are many nuances, approaches and perspectives to learn and apply, ultimately it all comes down to what we like to call the new 3Rs: Relevance, Relationships and Results.

Multicultural communication engages voters, donors, customers, constituents and stakeholders.

By applying the eight principles, your organization can better advance your goals and mission and help create a stronger and more equitable society.

While there are many nuances, approaches and perspectives to learn and apply, ultimately it all comes down to what we like to call the new 3Rs: Relevance, Relationships and Results.

Multicultural communication for libraries is an investment in democracy’s best-kept promise Libraries ensure that knowledge and information are free and accessible to all Libraries are a critical pathway to opportunity Libraries help express the value and values of diverse audiences through programs, collections and services Build upon these strengths by inviting patrons from diverse backgrounds to advance their vision for their community by investing in their library as a partner, advocate, donor or volunteer

Libraries ensure that knowledge and information are free and accessible to all

Libraries are a critical pathway to opportunity

Libraries help express the value and values of diverse audiences through programs, collections and services

Build upon these strengths by inviting patrons from diverse backgrounds to advance their vision for their community by investing in their library as a partner, advocate, donor or volunteer

Questions and Answers

Visit www.metgroup.com/libraries to download this presentation and other library tips, including: Tips on library fundraising Tips on library marketing Tips for creating a new library

Metropolitan Group Agency Profile Library services Fundraising Capital campaigns Endowment campaigns Program funding Marketing/Communication Strategic marketing plans Advocacy and public affairs campaigns Public relations Brand development and implementation Public will building Multicultural communication Training Fundraising Marketing Communication Advocacy

Library services

Fundraising

Capital campaigns

Endowment campaigns

Program funding

Marketing/Communication

Strategic marketing plans

Advocacy and public affairs campaigns

Public relations

Brand development and implementation

Public will building

Multicultural communication

Training

Fundraising

Marketing Communication

Advocacy

Metropolitan Group Agency Profile Library clients Public libraries State libraries Library associations Library foundations Research libraries and archives Private collections and specialty libraries Academic libraries Friends organizations

Library clients

Public libraries

State libraries

Library associations

Library foundations

Research libraries and archives

Private collections and specialty libraries

Academic libraries

Friends organizations