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What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
What library associations can do, advocacy experiences from Germany
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What library associations can do, advocacy experiences from Germany

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by Barbara Schleihagen, CEO German Library Association

by Barbara Schleihagen, CEO German Library Association

Published in: Business, Education
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  • 1. Barbara Schleihagen, German Library AssociationWhat library associations can do:advocacy experiences fromGermany The Future of Information and Library Associations NVB/IFLA Satellite Conference The Hague 8-9 August 2012
  • 2. What is advocacy?• Advocacy has been defined as a planned, deliberate, sustained effort to raise awareness of an issue or issues; it is an ongoing process where support and understanding are built incrementally in order to change attitudes, policies or practices. (Source: http://www.ifla.org/en/node/5704)Folie 2German Library Association | Barbara Schleihagen | 09.08.2012
  • 3. Contents 1. Background: Libraries in Germany and the German LA 2. Our Library Campaign „Meeting Point Library“ and its various components 3. Our annual „State of Germany‘s Libraries Report“ 4. Visit by Parlamentarians to Digitisation Centre 5. Effects of enhanced advocacy on our library associationFolie 3German Library Association | Barbara Schleihagen | 09.08.2012
  • 4. Germany and its libraries• 82 Mio inhabitants in Germany• 8 Mio are registered public library users• 10,855 libraries in Germany• 8.256 public library systems / 9.898 service points• 2.113 with full-time staff (6.143 p.-t.s. or volunteers)• 362 Mio media units are held by our libraries• 660,000 patrons visit our libraries each dayFolie 4German Library Association | Barbara Schleihagen | 09.08.2012
  • 5. German Library Association• Founded in 1949• 2,100 members: libraries with full-time staff (3,000 service points)• Federal structure: 16 state library associations, 8 sections according to library type and size, 9 committees• Headquarters with now 10 staff members• Revenue now: 1 Mio Euro/annually comes from• membership fees (1/3) and third-party project funds (2/3)• No conference income, no publications incomeFolie 5German Library Association | Barbara Schleihagen | 09.08.2012
  • 6. Challenges for libraries• Re-positioning of libraries in digital age• Developing new updated services• Restrictions by copyright legislation• No Federal library legislation in GermanyFolie 6German Library Association | Barbara Schleihagen | 09.08.2012
  • 7. Challenges for (public) libraries• Need to position public libraries (also) as educational institutions• Prove potential of libraries to help overcome social, economical and technical challenges• Limited and decreasing resources from municipalities• Increased use of and increased demand of services by public libraries• Update and improve old-fashioned image of librariesFolie 7German Library Association | Barbara Schleihagen | 09.08.2012
  • 8. Campaign “Meeting Point Library”• Inspired by Austrian Library Association• Beginning in 2008, now in its 5th year• One week: 24-31 October• Start: National Library Day on 24 OctoberFolie 8German Library Association | Barbara Schleihagen | 09.08.2012
  • 9. Goals• Position public libraries as educational institutions• Improve the image of all libraries• Draw media attention to libraries and their services• Provide springboard for discussing political issues• Convey the contributions that libraries make to social and political issues (e.g. technological development or demographic change)Folie 9German Library Association | Barbara Schleihagen | 09.08.2012
  • 10. Corporate Design (in print and download)Folie 10German Library Association | Barbara Schleihagen | 09.08.2012
  • 11. in one weekmore than 5.000 eventsFolie 11German Library Association | Barbara Schleihagen | 09.08.2012
  • 12. Common platform with event calenderFolie 12German Library Association | Barbara Schleihagen | 09.08.2012
  • 13. Patron: Federal President Joachim GauckFolie 13German Library Association | Barbara Schleihagen | 09.08.2012
  • 14. Partners and SponsorsFolie 14German Library Association | Barbara Schleihagen | 09.08.2012
  • 15. Support by famous ambassadorsFolie 15German Library Association | Barbara Schleihagen | 09.08.2012
  • 16. media partners for free advertisementFolie 16German Library Association | Barbara Schleihagen | 09.08.2012
  • 17. Further PR materials• E.g. photographs for free use by library association membersFolie 17German Library Association | Barbara Schleihagen | 09.08.2012
  • 18. Marketing• T-Shirts• Large Panel PostersFolie 18German Library Association | Barbara Schleihagen | 09.08.2012
  • 19. central kick-off and closing eventsin cooperation with media partners andgovernment representativesFolie 19German Library Association | Barbara Schleihagen | 09.08.2012
  • 20. ABC Webclip on librariesFolie 20German Library Association | Barbara Schleihagen | 09.08.2012
  • 21. Library channel on You TubeFolie 21German Library Association | Barbara Schleihagen | 09.08.2012
  • 22. Social media: Flickr accountFolie 22German Library Association | Barbara Schleihagen | 09.08.2012
  • 23. Social media: BlogFolie 23German Library Association | Barbara Schleihagen | 09.08.2012
  • 24. State of Germany’s Libraries Report tics d statis Facts an• Short (12 pages) and Report G ermany ra ries in on Lib concise overview of the 2010 state of German libraries• Comprehensive statistics Total num ber of libraries 10,855 10,021 public libraries s 834 ic librarie academ which are illustrated by stories, photographs and graphicsFolie 24German Library Association | Barbara Schleihagen | 09.08.2012
  • 25. Why a State of Germany’s Libraries Report?• We had a potpouri of wonderful events without a clear (political) message of what we actually want• For many years the idea was to produce a statistics- based report but was never put into practise• The important impetus for actually writing a report was the current public financial situationFolie 25German Library Association | Barbara Schleihagen | 09.08.2012
  • 26. Goals of Libraries Report• Draw nation-wide public attention on the contributions that libraries can make to societal challenges• Support our advocacy efforts• Connect the library campaign with our library policiesFolie 26German Library Association | Barbara Schleihagen | 09.08.2012
  • 27. Concept of Libraries Report• Key messages on the overall situation• Different themes with current political relevance• Building on existing facts and statistics (German library statistics, current studies, further surveys)• Mixture of text, graphics and photographs• Publication within the framework of „Meeting Point Library“Folie 27German Library Association | Barbara Schleihagen | 09.08.2012
  • 28. Contents of Report on Libraries• Statistics on financial situation in libraries based on survey conducted by association in Spring• Consequences for library patrons resulting from cuts are named: service reductions• Areas where libraries contribute and areas where potential of libraries are not fully exploited are describedFolie 28German Library Association | Barbara Schleihagen | 09.08.2012
  • 29. Libraries Report, example Media units per resident (1.1.2008) No library present• Blank spots (no public 1-2 media units 2 or more media units library present) on the map even in our model federal state Baden- WürttembergFolie 29German Library Association | Barbara Schleihagen | 09.08.2012
  • 30. Libraries Report, example• How many professionally-staffed libraries meet the minimum standards?Folie 30German Library Association | Barbara Schleihagen | 09.08.2012
  • 31. Results• Many background reports on libraries in the national and regional media• 1.000 media reports in 4 weeks (the list consists of 36 pages references)• More than 20 radio broadcastsFolie 31German Library Association | Barbara Schleihagen | 09.08.2012
  • 32. Results• Long-term effects: increase of press enquiries and interviews with governing board and executive director• Media reporting on „Meeting Point Library“ is more focused on library policy issues not events• Report has also impact on regional and local levelFolie 32German Library Association | Barbara Schleihagen | 09.08.2012
  • 33. Press and media work for library campaign• Commissioning of media agency• Communication strategy for public relations, media partners and media cooperation in 2010• Press releases• Press conference• Journalist trip (2,5 days) to various libraries since 2009Folie 33German Library Association | Barbara Schleihagen | 09.08.2012
  • 34. Press and media work• Creation of a “topics pool”:• geografic, type- and content-wise balanced pool of libraries and topics• New in 2012:• Commissioning of a journalist who writes short texts on various topics that are formulated in consultation with us. Will be offered especially to the regional and local press together with photographs for free useFolie 34German Library Association | Barbara Schleihagen | 09.08.2012
  • 35. Press and media workFocussed attention of media through well-craftedbuild-up of media work: • „Meeting Point Library“ (reason) • National Library Day / Library of the Year Award (reason) • Libraries Report (figures, facts, graphics) • Trip for journalists (concrete illustration and stories)Commissioning of media agency (professionals)Folie 35German Library Association | Barbara Schleihagen | 09.08.2012
  • 36. success factor: well-planned dramaturgy• Press releases announce national campaign with examples of events and forthcoming Libraries Report• Report is presented at press conference to launch annual campaign “Meeting Point Library”• Press conference is part of media trip to various libraries• Opening event with “Library of the Year Award” and government representatives• Closing event with presentation of “Medal to outstanding supporter of library”• Accompanying social media presence• Background information and photos offered to mediaFolie 36German Library Association | Barbara Schleihagen | 09.08.2012
  • 37. Visit of Parlamentarians to Digitisation CentreFolie 37German Library Association | Barbara Schleihagen | 09.08.2012
  • 38. Success contributes to growth of association Members are Substantially Better visibility more Decision tobetter visibility of association Growing convinced of increaseof libraries with with (potential) membership quality of membership the media members association fee by 10% workFolie 38German Library Association | Barbara Schleihagen | 09.08.2012
  • 39. Membership development 2001-2011Folie 39German Library Association | Barbara Schleihagen | 09.08.2012
  • 40. Success contributes to growth of association Increased visibility LA became founding New funding and better reputation member of ministry‘s possibilities from with Federal Ministry „Alliance for ministry with new call of Education Education“ for projectsFolie 40German Library Association | Barbara Schleihagen | 09.08.2012
  • 41. Success contributes to growth of association New staff new political Better positions are issues are financial basis created in taken up of association association much quicker • 2009: Event Manager • e.g. e-books in • 2012: Officer for libraries Political Communication • 2014: Press OfficerFolie 41German Library Association | Barbara Schleihagen | 09.08.2012
  • 42. Next step: Enlarge advocacy basis: re-viveplatform for friends of the library groups• First meeting in Cologne 21.04.2012• Next meeting in Leipzig in March 2013• 6 month free trial membershipFolie 42Deutscher Bibliotheksverband e.V. | Vorstand 23.05.2012
  • 43. Success leads to further success Improved visibility of libraries Improved new staff visibility of members association Better and sustainable new financing members basisFolie 43German Library Association | Barbara Schleihagen | 09.08.2012
  • 44. Thank you! Barbara Schleihagen schleihagen@bibliotheksverband.de www.bibliotheksverband.deFolie 44German Library Association | Barbara Schleihagen | 09.08.2012

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