This document discusses advocacy strategies for libraries. It defines advocacy as marketing an issue to build support incrementally through planned efforts. Effective advocacy requires understanding your target audiences and having a passionate spokesperson who can tell compelling stories with proofs. Visual elements that stand out are important for gaining attention. Metrics should measure more than just traditional statistics. Examples of successful advocacy campaigns involve community engagement activities that demonstrate the value libraries provide. The overall message is that advocacy requires strategic, creative, and ongoing efforts to influence perceptions and support for libraries.

1. Advocacy for Libraries:In Our Own Interest(And our communities!)Stephen Abram, MLSVP Strategic Partnerships and MarketsCengage Learning (Gale)South Dakota, Oct. 20, 2010

2. The Essential Definitions

3. Advocacy is DifferentPublic Relations is getting your libraries message across – This is who we are and what we do, where and for whom.Marketing is understanding your customer and how to best deliver services and productsAdvocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!

7. Ask Yourself . . .How do libraries differ as an issue?From the listeners point of view and experience.

9. Selling IdeasYou are engaging in an INFLUENCE agenda.Selling is not a dirty word!Politics is not a dirty word!

10. Essentials for AdvocacySomeone who needs to careCourageTrustworthyPassionBeliefProofs Stories and KnowledgeRespect for whom you need to influenceUnderstanding beyond caricature (e.g. Politicians, the “Boss”, Teens, Seniors, The “Public”, Vendors...)

17. When is Advocacy Needed?Before you need it!!

18. Issues and Timing

19. Why is Advocacy Needed?To avoid downsizing of locations, budgets, staff, collections that hurt end user opportunities and goalsTo address shallow thinking about the web and electronic resources like e-booksTo speak up for the silent majority of library usersTo position libraries in the minds of funders and decision-makersTo prepare for future success and to build a well of support and goodwillTo inoculate against political and local competition for resources an capital

20. AdvocacyPlansMustBe PLANNED!

21. Mining Creativity for Seeking and Getting AttentionHints

22. Mudflap Girl

26. CUTE KIDSHANDS Animals

27. What Visuals Might UnderperformBooks (stacks, fans, generic)Discs (and especially diskettes)Technology (desktops! CRTs!)Standard Clip Art and templates Models versus locals or real peopleStatic building shots that don’t change No staff pictures

28. Can You Stand Out in a Crowd?

29. Find Target, Aim, Shoot, Check-in

30. Be The Sun

31. Stand Out in a Crowd

33. Bend the Growth to Your Will

34. Ask for It!

35. Drive them to what they want

38. Ummm, It’s real easy! Talk to me about something I am interested in, where I am, that meets my needs and goals.

39. Speak Up!

40. The Baker’s Dozen: LVA Top 13Health and Wellness / Community Health / Nutrition / Diet / Recovery DIY Do It Yourself Activities and Car Repair Genealogy Test prep (SAT, ACT, occupational tests, etc. etc.) Legal Questions (including family law, divorce, adoption, etc) Hobbies, Games and Gardening Local History Consumer reviews (Choosing a car, appliance, etc.) Homework Help (grade school) Technology Skills (software, hardware, web) Government Programs, Services and Taxation Self-help/personal development Careers (jobs, counselling, etc.) Readers Advisory was 14th

41. Gale Library Databases Compare Very Well to Other Web Experiences

48. Money is not the key.

49. In fact, focusing on budget and money can just flush dollars. Focus on gaining attention and word of mouth.

50. Visuals Trump Words

51. ScaryCreativeGraffiti Tag (with stencilled watercolours) Sidewalk ChalkDoor HangersVanity PlatesBuild a BearAmerican GirlGeo-gamesFoursquare MayorsTattoosWhere’s Waldo?MascotsYour idea here...

53. Gaining AttentionOn the blinds

54. On Parking Spaces

55. Overpasses

56. Etc.

60. Thank Heaven You Have the Library!

64. MetricsTraditional versus New StatisticsStatistics versus MeasurementsVisualizationsGeo-IP dataMassive increases in virtual usageCommunity badges and widgetsAPI’s, Facebook links, etc.Satisfaction surveys, really.

65. Examples of Advocacy at Workhttp://www.cecil.ebranch.info/about-us/support-us/my-library-my-lifeline/

67. http://www.jessicaheartslibraries.com/

72. Supporters of the Library of Michigan formed "Hands Around The Library", surrounding the 1800' perimeter of the building. People from all walks of life and all age groups joined together to attempt to block the closing of this world class facility.

73. More than 525 supporters of the Library of Michigan gather to protestGovernor Granholm's planned closing of Michigan's State library this Fall.

77. Be Part of Your Tribe!

79. http://blog.8bitlibrary.com/2010/01/13/project-brand-yourself-a-librarian/

80. The Virtual HandoutThe Value of Public Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/The Value of School Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/The Value of Academic and College Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/The Value of Special Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-special-libraries/Library Advocacy: Save the Library Campaignshttp://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/

98. Learn to tell a story for influence and not just Information andentertainment

99. Have Your Users, Members,PatronsStudentsProfessorsTell the StoryInvest the time and train a few.

102. The American Values debate is good for libraries.What about our children? is good for libraries.Family values and traditions is good for libraries.The economy issue is good for libraries.Get the idea? This is apolitical.

103. Make Your Own DazzleCafePressZazzleSelf Publishing sites like >>>>> Flickr, Blogger, WordPress, etc.Posters

104. Make Your Own DazzleYouTubeTeacherTubeLinkedInGale widgets, AccessMyLibrary Apps, etc.

105. CafePress

108. Avoid the Climate of Poverty