Creating A Frontline Advocacy Plan


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This is another PowerPoint presentation I created as part of the self-paced tutorial on Frontline Advocacy.

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Creating A Frontline Advocacy Plan

  1. 1. Creating a Frontline Advocacy Plan Another PowerPoint Presentation by Caroline Han Pasadena Public Library
  2. 2. Why a Plan? <ul><li>Each library is unique. </li></ul><ul><ul><li>Successful frontline advocacy depends on tailoring its principles to each library’s strengths and weaknesses. </li></ul></ul><ul><ul><li>A library’s message depends on its: </li></ul></ul><ul><ul><ul><li>Patron demographics (Kids? Families? Older adults?) </li></ul></ul></ul><ul><ul><ul><li>Location (Near a school? Downtown?) </li></ul></ul></ul><ul><ul><ul><li>Offerings (Internet access? After-school programs?) </li></ul></ul></ul><ul><ul><li>A library’s plan depends on its: </li></ul></ul><ul><ul><ul><li>Specific employees </li></ul></ul></ul>
  3. 3. How to Create a Plan <ul><li>First, answer the following questions: </li></ul><ul><ul><li>What is your goal ? </li></ul></ul><ul><ul><li>What are your objectives ? </li></ul></ul><ul><ul><li>What are your strategies ? </li></ul></ul><ul><ul><li>What is your message ? </li></ul></ul><ul><ul><li>What data support your message? </li></ul></ul><ul><ul><li>Who is your target audience ? </li></ul></ul><ul><ul><ul><li>Why should they care? </li></ul></ul></ul><ul><ul><ul><li>How are you going to reach them? </li></ul></ul></ul>
  4. 4. How to Create a Plan II <ul><li>Then, enact the following steps: </li></ul><ul><ul><li>Create a dialogue* </li></ul></ul><ul><ul><li>Create a task force* </li></ul></ul><ul><ul><li>Decide on a simple message </li></ul></ul><ul><ul><li>Determine ways to communicate the message </li></ul></ul><ul><ul><li>Infuse frontline advocacy into everything you do </li></ul></ul><ul><ul><li>Train staff </li></ul></ul><ul><ul><li>Devote time </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><li>Assumed to be already done, since you’re all here … </li></ul>
  5. 5. What is Your Goal? <ul><li>Successful frontline advocacy strategies result from clearly defined goals . </li></ul><ul><ul><li>Identify key issues and desired outcomes. </li></ul></ul><ul><ul><li>Identify positive effects if your goals are achieved. </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>You want to prevent a reduction in library hours. </li></ul></ul><ul><ul><li>You want to remind people that they can borrow music and movies free of charge. </li></ul></ul><ul><ul><li>You want students from the local high school to know about your library’s spacious study areas. </li></ul></ul>
  6. 6. What are Your Objectives? <ul><li>Why are your goals important? </li></ul><ul><ul><li>To the library? </li></ul></ul><ul><ul><li>To the patrons? </li></ul></ul><ul><li>Examples (for patrons): </li></ul><ul><ul><li>People who work odd hours can still visit the library late at night or early in the morning. </li></ul></ul><ul><ul><li>Getting music and movies from the library, as opposed to a store, saves money. </li></ul></ul><ul><ul><li>Students can make use of in-depth educational resources as they study in a conductive environment. </li></ul></ul>
  7. 7. What are Your Strategies? <ul><li>How that you have clear goals and objectives, you can brainstorm some strategies. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Alert people who regularly use the library at odd hours about your situation, and ask them to write a letter to the Mayor about their plight. </li></ul></ul><ul><ul><li>Let people know about your library’s wide selection of CDs and DVDs, via eye-catching displays. </li></ul></ul><ul><ul><li>Collaborate with local high school teachers on lesson plans and school projects. </li></ul></ul>
  8. 8. “ How are you going to persuade them [your patrons]? What will your actions be? These are your strategies. Ask as many people in your library as possible to add ideas. At this point, there are no bad ideas!” (“Goals-Objectives-Strategies Worksheet,” 2010, p. 1) “ Get the whole library ‘family’ involved -- all staff, trustees and Friends. Make sure everyone understands the rationale and has an opportunity to give input” (“Developing Your Advocacy Plan,” 2010) “ Make this list of strategies as long as you can” (“Goals-Objectives-Strategies Worksheet,” 2010, p. 2) Brainstorming strategies is possibly the most important step of creating your frontline advocacy plan.
  9. 9. What is Your Message? <ul><li>Your message should: </li></ul><ul><ul><li>Be easily remembered: 15 words or less. </li></ul></ul><ul><ul><li>Embody your goals and objectives. </li></ul></ul><ul><ul><li>Focus not on the library, but its patrons. </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>“ Without your support, library resources won’t be available – but not in the way you think!” </li></ul></ul><ul><ul><li>“ Libraries aren’t just for books.” </li></ul></ul><ul><ul><li>“ You can’t get a good education without a good library nearby.” </li></ul></ul>
  10. 10. What Data Support Your Message? <ul><li>Your message is null unless you have the information to back it up! </li></ul><ul><li>Luckily, your library should have (or find) plenty of records and data to provide proof. </li></ul><ul><ul><li>Also: Anecdotes? Facts? National trends? </li></ul></ul><ul><li>Tips for using data: </li></ul><ul><ul><li>Make it clear and easy to understand </li></ul></ul><ul><ul><li>Make it relevant to the patron </li></ul></ul><ul><ul><li>Shows the positive impact of your library </li></ul></ul>
  11. 11. Who is Your Target Audience? <ul><li>Your target audience will dictate how best to create and implement your advocacy plan : </li></ul><ul><ul><li>How best to make them care? </li></ul></ul><ul><ul><li>How to reach them? (Offline? Online?) </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>Late hours allow those who work non-standard hours to enjoy the library like everyone else. </li></ul></ul><ul><ul><li>Late hours allow students to study at their local library long after school. </li></ul></ul>
  12. 12. “ Congratulations! You’ve done a lot of thinking and planning. You’ve looked at all the ways you can communicate your library’s message and who needs to hear it. Now is the time for you and your Frontline Advocacy Team to boil it down to a neat … snapshot” (“Frontline Advocacy for Public Libraries,” 2010, 2.5.i) “ Break tasks into bite-sized pieces. For those who are ‘too busy’ but want to help, have a ‘to do’ list to choose from, such as attending one school board meeting, writing a letter to the editor or making one phone call to a key official” (“Developing Your Advocacy Plan,” 2010) Now that you have a plan ... go out and implement it!
  13. 13. Evaluating Your Efforts <ul><li>Simply ask yourself the following: </li></ul><ul><ul><li>Did we accomplish our goal? </li></ul></ul><ul><ul><li>What were the most effective activities we undertook? </li></ul></ul><ul><ul><li>Why were these successful? </li></ul></ul><ul><ul><li>What clearly did not make very much impact? Why? </li></ul></ul><ul><ul><li>What did we learn that surprised us? </li></ul></ul><ul><ul><li>What would we do differently next time? </li></ul></ul><ul><ul><li>How are we going to share our evaluation with the rest of the library staff? </li></ul></ul>
  14. 14. The End Good luck on creating your frontline advocacy plan! Remember you have the support of everyone at Pasadena public Library!
  15. 15. Bibliography & Required Reading <ul><li>(2010). Frontline Advocacy for Public Libraries. American Library Association . Retrieved from </li></ul><ul><ul><li>Eight Steps to Getting Started [PDF] </li></ul></ul><ul><ul><li>Frontline Advocacy Plan </li></ul></ul><ul><ul><li>SWOT Analysis Template [PDF] </li></ul></ul><ul><ul><li>Goals-Objectives-Strategies Worksheet </li></ul></ul><ul><ul><li>Crafting Your Message </li></ul></ul><ul><ul><li>Your Parking Lot Speech </li></ul></ul><ul><ul><li>Target Audience Planning for Al Advocacy Staff </li></ul></ul><ul><ul><li>Your Frontline Advocacy Plan </li></ul></ul><ul><ul><li>Evaluating Your Efforts </li></ul></ul>