CULC Leadership Day 2019
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Presented to the Canadian Urban Libraries Council (CULC) 2019 Leadership Cohort by John Chrastka and Patrick "PC Sweeney on 19 June 2019 in Washington, DC
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CULC Leadership Day 2019
- 1. ADVOCACY AND POLITICAL LITERACY Patrick “PC” Sweeney John Chrastka everylibrary.org @pcsweeney @mrchrastka @everylibrary
- 8. 2. Pew, September 2016 US CIVIC ATTITUDES the data ‣ Millennials use libraries at a higher rate than any other demographic ‣ Parents are more likely to use libraries than adults without children ‣ The majority of Americans hold very positive views about libraries
- 9. In 2018 voters view the library as: 55% - an essential local institution 58% - advancing education 53% - a source of community pride 51% - enhancing the quality of life VOTER ATTITUDES USA
- 12. ONTARI O Benefits of Public Libraries 36% believe it is vital 49% believe it is important / fine 11% don’t value it 66% of Ontarians does not use the library for themselves, if at all. 22% Never 46% ‘With a family member’
- 13. Ontarians’ Attitudes Over 50% of Ontarian respondents strongly believe the following: ● Public libraries are important because they promote literacy and a love of reading ● By providing free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed ● Having a public library improves the quality of life in a community OFPL 2015
- 14. Ontarians’ Attitudes ● Older people’s respect for the heritage and social contribution of the public library system will not necessarily be passed down to a younger generation. ● The number of library users has been extremely steady over the last 15 years. ● Overall opinions and value perceptions of the library remain very strong. FOPL 2015
- 15. Value Props are Not about “Me” The value of certain services (e.g., for young children, new Canadians, and the unemployed) has increased over the past five years. (OFPL 2015) A majority of Americans (69%) feel libraries are doing a good job of providing a safe place for people to hang out or spend time … and roughly half think their libraries contribute “a lot” to their communities in terms of helping spark creativity among young people (49%) and providing a trusted place for people to learn about new technologies (47%). (PEW 2016)
- 16. Compassion at the Core 64% of Ontarians believe that closing the library would have a major negative impact on the community but only 34% believe it would impact their very own families in a major way. (FOPL 2015) 66% of Americans say the closing of their local public library would have a major impact on their community although notably, just 33% say this would have a major impact on them personally or on their family. (PEW 2016)
- 19. In 2008 of all voters: 37% will Definitely vote yes for the library 37% are likely to vote yes for the library 26% are likely or will definitely vote no VOTER ATTITUDES USA
- 20. VOTER ATTITUDES USA In 2018 of all voters: 27% will Definitely vote yes for the library 31% are likely to yes for the library 42% are likely or will definitely vote no
- 21. VOTER ATTITUDES USA The positive image of the library has increased. The willingness to vote for it has decreased.
- 30. TAKE A MOME NT TO ASK YOURS ELF: WHY DO YOU WORK IN A LIBRARY? WHAT ARE YOU PASSIONATE ABOUT IN YOUR WORK IN THE LIBRARY WHAT DOES YOUR LIBRARY DO BETTER THAN ANYONE ELSE IN YOUR COMMUNITY? WHAT COULD YOUR LIBRARY BE DOING BETTER? ARE YOU COMFORTABLE ’BEING SEEN’ AT WORK IN THE COMMUNITY?
- 34. EFFECTIVE MODEL
- 37. TACTICS = HOW WE GET SUPPORTERS strategy
- 44. SAUL ALINS KYguiding principle —it is necessary to begin where the world is if we are going to change it to what we think it should be. That means working in the system.”
- 45. Guiding principle Creating a sense of urgency URGENC Y guiding principle
- 46. CANDID ATE
- 47. ACTIVATES VOTERS A Reason to Vote Mobilized Personal Contact with Candidate or Issue* Culture/Tradition/Habit of Voting* Trust in Government Decided to Vote Weather/Access to Polls
- 48. MOTIVATES ACTIVISTS An Identified Need Personal Motivation Experience of the Issue* Prior Success as an Advocate* Institutional Reputation Made a Pledge Ease of Access to Advocacy Tools
- 50. 7 WAYS TO SURFA CE • DEVELOP A NARRATIVE • WRITE THE BOOK • TELL THEIR STORY • ESTABLISH THEIR EXPERITISE • EXPLORATORY TEAM • GET ENDORSED • LAUNCH CAMPAIGN
- 51. WHAT IS YOUR BOOK?Strategic Plan Management Plan Service/Programs/Collections Plan Fundraising Goals Financials and Fiduciary
- 52. WRITING A BETTER BOOK • change the way you do community surveys • ask questions about staff and not just institutions • ask questions to non-users as much as you ask users • non-users have a perception of value but no current experience
- 53. PRACTIC ES FOR COMMUN ITY ASSESS Field questions in ways that breakthrough the “4th wall” Oversample non-users Get out of the library • Go to their homes • Go door to-door • Go to unusual places • Locations where non- majority or non-privileged pops congregate
- 55. WHAT CANDIDATES KNOW • Vision for the community is the key story to tell • You will either have more money than people, or more people than money • Elections are won through coalitions • Endorsements drive legitimacy, proxies who to speak for the candidate are necessary • Stories not Stats
- 61. MESSAG messaging
- 65. AUDIENCE people
- 67. WHERE CAN WE GET AUDIENCES? AtoZ Databases/ReferenceUSA Facebook and/or social media Social Hacking OrangeBoy, Analytics on Demand
- 68. POLLING AND BI
- 70. PRIV ACY
- 72. FIVE CS OF MESSA • CONTRASTING • CONVINCING • CONSISTENT • CONCISE • CLEAR
- 74. LANGU AGES OF POLITI • Progressive • Conservative • Libertarian
- 78. CEO PANE L Jill Jean Kitsap Regional Library Rose Dawson Alexandria Library Peter Bromberg Salt Lake City Library
- 81. FOUR STORIES TO TELL Stories of our successes Stories of our failures Stories about people that the audience cares about Stories that decision makers want to hear
- 83. A/B messaging
- 85. OPPOS messaging
- 86. OTHER TACTICS FOR OPPOSITION Identify them early Build Relationships Invite them in Educate them Ignore them
- 87. • 3 THINGS YOU LEARNED • 2 THINGS YOU’LL SHARE
- 88. ‣ like EveryLibrary on Facebook ‣ invite your friends ‣ action.everylibrary.org TAKE ACTION NOW
- 90. Patrick “PC” Sweeney John Chrastka everylibrary.org @pcsweeney @mrchrastka @everylibrary ADVOCACY AND POLITICAL LITERACY
Editor's Notes
- In 1998, local government was the source of 78% of public library funding. By 2008 this percentage had risen to 82%. As of 2015, the percentage had increased further, to 86%.
- Ladder of engagement vs sales cycle
- declined from 74% in 2008 to 58% today. declined from 73% in 2008 to 58% today.
- Always get something back. – Some contact information, data, or understanding about supporters back
- You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
- You don’t try to change the minds of the community members, you have to attach the library to issues that they already care about. – Give the example of evangelical voters and trump. Trump’s messages played on their fears of being prosecuted and attacked. He didn’t try to convince them they weren’t being attacked. Hilary did and that’s why she lost.
- What is some language that we use for libraries, what are some ideas about language