This document summarizes strategies for libraries to generate new revenue streams. It discusses setting up sponsorship programs and selling advertising space. Specific revenue generating methods covered include public broadcasting models, establishing advertising value and rates, legal considerations for contracts, promotion strategies, the impact of technology like crowdfunding, pursuing grants and partnerships. Tactics like naming rights programs, gift shops, and publishing are presented as potential revenue sources for libraries. Successful crowdfunding campaigns are said to focus on strong products or pitches, use of video, offering incentives, setting clear goals, and running focused campaigns.
What decisions do you need to make when planning an ad campaign? How do you do it on social media? What objectives and audience targeting options are there? All the answers are in this helpful guide to planning for paid advertising on social media.
Social media can be used to support any marketing goal–from awareness, acquisition, engagement, conversion and retention. The key is having a strategy that connects everything together.
Still don't know where to begin? All the answers are in this helpful guide to developing a social media marketing strategy.
The Only Marketing Left: The Essential Strategy of Content MarketingBlair Smith - MBA, CM
An exploration of the fundamentals of content marketing. Includes the evolution of content marketing over time, how to start thinking about core evergreen and micro-content, comparing content vs. advertising, and measuring the ROI of content marketing.
What decisions do you need to make when planning an ad campaign? How do you do it on social media? What objectives and audience targeting options are there? All the answers are in this helpful guide to planning for paid advertising on social media.
Social media can be used to support any marketing goal–from awareness, acquisition, engagement, conversion and retention. The key is having a strategy that connects everything together.
Still don't know where to begin? All the answers are in this helpful guide to developing a social media marketing strategy.
The Only Marketing Left: The Essential Strategy of Content MarketingBlair Smith - MBA, CM
An exploration of the fundamentals of content marketing. Includes the evolution of content marketing over time, how to start thinking about core evergreen and micro-content, comparing content vs. advertising, and measuring the ROI of content marketing.
Comunidades indígenas y agricultura familiar: un análisis de las políticas br...FAO
Presentación de Yoná da Silva, Fernanda Brandao, Ana Lúcia Ribeiro y Paula Costi de la Universidad de Univille, Brasil; en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. La diapositiva trata de objetivos de pesquisa, revisión de literatura, marco metodológico, conclusiones y recomendaciones en las políticas de inclusión en agricultura familiar y comunidades indígenas en el estado de Santa Catarina, Brasil.
Desafíos de Uruguay para poner fin al hambre y lograr la seguridad alimentaria FAO
Presentación del Dr. Nicolás Minetti, Instituto Nacional de Alimentación (INDA) Uruguay, en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. Exposición sobre los desafíos de Uruguay para poner fin al hambre, lograr la seguridad alimentaria, la mejora de la nutrición y promover la agricultura sostenible.
Percepciones sobre la soberanía alimentaria de la mujer rural nariñenseFAO
Presentación del grupo de Investigación de Derecho, Justicia y Región de la Universidad de Nariño, Colombia; en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. Los principales aspectos que trata la exposición son las percepciones que poseen las mujeres rurales nariñenses acerca de la soberanía alimentaria y describir las actividades desarrolladas en coherencia con dicha percepción. Además de la revisión en la normatividad nacional, en las políticas públicas y en los proyectos de ley del concepto de soberanía alimentaria.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
The Next Level of Social Evolution: I Have a Social Profile, What’s Next? M...Benjamin Weisman
This Presentation looks at executing more than just a standard Social Presence and ways to consider return on influence and looks at the practice of Planning as a discipline and the ways that Magazines and publishing can leverage such thinking.
This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
Comunidades indígenas y agricultura familiar: un análisis de las políticas br...FAO
Presentación de Yoná da Silva, Fernanda Brandao, Ana Lúcia Ribeiro y Paula Costi de la Universidad de Univille, Brasil; en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. La diapositiva trata de objetivos de pesquisa, revisión de literatura, marco metodológico, conclusiones y recomendaciones en las políticas de inclusión en agricultura familiar y comunidades indígenas en el estado de Santa Catarina, Brasil.
Desafíos de Uruguay para poner fin al hambre y lograr la seguridad alimentaria FAO
Presentación del Dr. Nicolás Minetti, Instituto Nacional de Alimentación (INDA) Uruguay, en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. Exposición sobre los desafíos de Uruguay para poner fin al hambre, lograr la seguridad alimentaria, la mejora de la nutrición y promover la agricultura sostenible.
Percepciones sobre la soberanía alimentaria de la mujer rural nariñenseFAO
Presentación del grupo de Investigación de Derecho, Justicia y Región de la Universidad de Nariño, Colombia; en el VI Encuentro Regional del Observatorio del Derecho a la Alimentación en América Latina y el Caribe realizado en Montevideo, Uruguay. Los principales aspectos que trata la exposición son las percepciones que poseen las mujeres rurales nariñenses acerca de la soberanía alimentaria y describir las actividades desarrolladas en coherencia con dicha percepción. Además de la revisión en la normatividad nacional, en las políticas públicas y en los proyectos de ley del concepto de soberanía alimentaria.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
The Next Level of Social Evolution: I Have a Social Profile, What’s Next? M...Benjamin Weisman
This Presentation looks at executing more than just a standard Social Presence and ways to consider return on influence and looks at the practice of Planning as a discipline and the ways that Magazines and publishing can leverage such thinking.
This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
This presentation aimed at small businesses and entrepreneurs talks about how to be strategic with marketing. There are several bonus slides discussing how to use social media at the end of the presentation.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...Tinuiti
In today’s rapidly evolving digital landscape, it’s crucial to be where your audience is, and we’re here to show you how.
Join us in this transformative session. We’ll explore essential tactics for building awareness from the channels normally thought of as bottom of the funnel. Discover how to implement diverse approaches across conversion-driven channels and critically position your brand to capture audiences higher up in the funnel. Uncover where your audience actively seeks information and lean into awareness-building campaigns there. Seize this opportunity to drive your brand’s awareness and make this holiday season one for the books. Don’t miss out!
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
My new native advertising program is fully implemented. Late January marked the first time I presented it to an audience of my peers.
Word is spreading. I have three upcoming engagements to speak about native in the next two months, and I am very much enjoying sharing our program and responding to the feedback, pushback and questions.
Similar to ALA Editions Webinar: How to Create New Revenue Streams for Your Library (20)
Canadian Immigration Tracker March 2024 - Key SlidesAndrew Griffith
Highlights
Permanent Residents decrease along with percentage of TR2PR decline to 52 percent of all Permanent Residents.
March asylum claim data not issued as of May 27 (unusually late). Irregular arrivals remain very small.
Study permit applications experiencing sharp decrease as a result of announced caps over 50 percent compared to February.
Citizenship numbers remain stable.
Slide 3 has the overall numbers and change.
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
ZGB - The Role of Generative AI in Government transformation.pdfSaeed Al Dhaheri
This keynote was presented during the the 7th edition of the UAE Hackathon 2024. It highlights the role of AI and Generative AI in addressing government transformation to achieve zero government bureaucracy
Up the Ratios Bylaws - a Comprehensive Process of Our Organizationuptheratios
Up the Ratios is a non-profit organization dedicated to bridging the gap in STEM education for underprivileged students by providing free, high-quality learning opportunities in robotics and other STEM fields. Our mission is to empower the next generation of innovators, thinkers, and problem-solvers by offering a range of educational programs that foster curiosity, creativity, and critical thinking.
At Up the Ratios, we believe that every student, regardless of their socio-economic background, should have access to the tools and knowledge needed to succeed in today's technology-driven world. To achieve this, we host a variety of free classes, workshops, summer camps, and live lectures tailored to students from underserved communities. Our programs are designed to be engaging and hands-on, allowing students to explore the exciting world of robotics and STEM through practical, real-world applications.
Our free classes cover fundamental concepts in robotics, coding, and engineering, providing students with a strong foundation in these critical areas. Through our interactive workshops, students can dive deeper into specific topics, working on projects that challenge them to apply what they've learned and think creatively. Our summer camps offer an immersive experience where students can collaborate on larger projects, develop their teamwork skills, and gain confidence in their abilities.
In addition to our local programs, Up the Ratios is committed to making a global impact. We take donations of new and gently used robotics parts, which we then distribute to students and educational institutions in other countries. These donations help ensure that young learners worldwide have the resources they need to explore and excel in STEM fields. By supporting education in this way, we aim to nurture a global community of future leaders and innovators.
Our live lectures feature guest speakers from various STEM disciplines, including engineers, scientists, and industry professionals who share their knowledge and experiences with our students. These lectures provide valuable insights into potential career paths and inspire students to pursue their passions in STEM.
Up the Ratios relies on the generosity of donors and volunteers to continue our work. Contributions of time, expertise, and financial support are crucial to sustaining our programs and expanding our reach. Whether you're an individual passionate about education, a professional in the STEM field, or a company looking to give back to the community, there are many ways to get involved and make a difference.
We are proud of the positive impact we've had on the lives of countless students, many of whom have gone on to pursue higher education and careers in STEM. By providing these young minds with the tools and opportunities they need to succeed, we are not only changing their futures but also contributing to the advancement of technology and innovation on a broader scale.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
2024: The FAR - Federal Acquisition Regulations, Part 37
ALA Editions Webinar: How to Create New Revenue Streams for Your Library
1. How to Create New Revenue Streams ForYour
Library
Presented by Ed Rossman
Monday, September 12, 2016
Presented by ALA Editions
eCourse beginning October 17, 2016 and continuing for 4
weeks
3. Chapter 1: Context
TypicalPro ble m TypicalRe actio n
Cuts in State Funding Cutting Hours
Rising Health Costs Cutting
Personnel
Rising Material Costs Cutting New
Material
Rising Repair Costs Cutting Expenses in
Programming and
4. Chapter 2 Public Broadcasting Roles
Model
Public broadcasting
transition
NPR near bankruptcy in
the 1980s
Underwriting guidelines
5. 4 Steps of Sponsorship
Development
1. Discovery
Staff brainstorms for
prospects
Personal introductions?
2. Cultivation
Can we come back and
really talk?
3. Solicitation
Here’s what we can do!
4. Stewardship
Acknowledge their support
Keep connected
6. Chapter 3: Broadcasting Model
Revenue earned through ads
Value based on considerations like:
Length/exposures
Time of day
Popularity of placement area
Product categories
Impression projection / Value Ch. 4
7. Advertiser Product Categories
Po te ntialadve rtise rs pro duct cate g o rie s arrang e d by
De we y De cim aland Library o f Co ng re ss classificatio ns
(De we y and LO C) Adve rtise r Pro duct Cate g o ry
000; A; Q; P; Z
Computers; Telecommunication services*;
300 H; K; L
Financial and Legal services*; Insurance*;
Schools
900; D, G
Travel services*
8. Chapter 4: Establishing Value
How to justify the pitch to the
sponsor
Biggest rookie mistake:
undervaluing what you have to offer.
9. Advertising Rates Formula / CPM
Cost of exposing 1,000 audience members to
a message, dividing the total cost by audience
(in thousands)
10. Calculating CPM
$500 monthly sign cost
30,000 patrons passing by
500/30 = 16 CPM
Compare to CPMs in other mediums in your
market
11. Chapters 5 and 6 Legalities and
Contracts
Santa Maria case
study
Plan for wiggle room
in case things go
wrong!
12. Contract Checklist
Each revenue contract should contain these
elements:
1. Logistics confirmation
2. Copy confirmation
3. Billing process
4. Deposits procedure
5. Implementation process
14. Features, Advantages and Benefits
Features Advantages Benefits
Characteristics What they do How they help
Generating Revenue Without taxpayer burden
Convenience
Promotion/publicity
Under-utilized space
used
Providing more:
•Materials
•Programs
•Services
Supply Vending
machines
Sponsorships
Patron convenience
Promotion/publicity
opportunities
Support as needed
Enhancing library
offerings to the public
15. Chapter 8 Impact of Technology
Crowdfunding: 2nd-Graders Use It!
Much better than selling lemonade.
19. Five Fast Track Methods
5 ways to quickly earn development campaign revenue by the end of 2016.
Method 19 - Fifty / Fifty Raffles - October - $400.00 by year's end
Method 20 - Gift Shops: Online- October - $400.00 by year's end
Method 29 - Naming Rights: Own-a-Day -November - $200.00 by year's end
Methods 5 and 31 - Advertising in Calendars & Special Publications; Publishing-December - $250.00
by year's end
$1,250.00 generated for Development Campaign by year's end. Use for incentives for the big year
end push using:
Chapter 8 and Method 15 - Crowd-Funding-December - ? you set goal!!! Utilize the "2nd
ask" and
"year-end write-off" tactics. Incentives based on a gift ladder; a cup for a $25.00 donation, hat for
$30.00, etc.
20. Fifty/Fifty Raffles
•Before anything, check the statutory regulations
governing your organization at every government level.
Laws may not apply to your type of organization, but
there could be scenarios where a law applies to your
funder. You wouldn’t want to jeopardize that!
•Set up an easily auditable procedure for collecting and
disbursing funds.
•Determine the timing of drawings. Once a week? Once
a month? What would be sufficient to build and keep
awareness, get people to participate and still have a
good size payout?
•What announcement method will you use for both
encouraging people to play and announcing winners.
Can you say who it was who won, give them the option
to remain private, or are you legally obligated to
announce the winner’s name?
23. Own-a-Day Naming Rights
In this method, someone’s name is placed
on available spaces on an organizations’
promotional channels, like the website, a
calendar of events and on all the receipts
slips for that day. They are also featured
on other electronic media like emailed
newsletters, the library Facebook page
and Twitter account. The source of
revenue would be from the public and
businesses. A commercial example is the
Cleveland Indians Scoreboard
Announcement program. They have a limit
of 15 names per game, charge $50.00 a
name, to commemorate someone’s
birthday, retirement, almost anything
except wedding proposals! Professional
photo is included.
25. Broadcast concepts in play
Different rates and language for businesses
$100 Business rate
10,000 impressions (foot traffic, page views, etc.)
100/10 = 10 CPM
Compare to CPMs in other mediums
No matter if sales are to public or business, the process flow below is useful
26. Own-a-Day first steps
This method should have a low start up cost. The following questions should be answered
before putting this method into place:
Who: Should you have separate rates for the public and businesses? Will there be certain
categories of businesses not allowed to participate?
What: Name / Brand prominence; text only or can images also be used?
When: A specific date is being used so you will need a good calendar system to handle
reservations as well as cancellations. You’ll need a “due date” for deposits or payments, as well
as pictures or images if those will be used. If you do use patron pictures, have a “backup” image
to superimpose their name over in case they are shy or can’t get the image to you in time.
Where: This decision helps set the value in terms of CPM. Determine every location where the
name is displayed, then the average impressions it will receive.
How: Determine your procedures for copy. How far out does your copy/name need to be in to be
placed on your web site, Lobby sign, newsletter calendar, due date receipts or any other place
you’ll place it?
Why: Will you allow advertising or simple acknowledgment language for businesses? Will you
have suggested copy or word limits so you don’t have to re-invent the wheel for memorials,
recognitions, celebrations or branding?
28. Publishing – First Steps
Depending on what software you use, start up costs should be low. Labor
costs is another story. Perhaps it’ll be a volunteer effort, or you’ll be able to
devote staff time to it. Regardless, the following questions should be
answered:
Who: Who is the target audience for this publication?
What: What’s your topic or theme? Local architecture? Recipes?
When: Are you timing a release for an anniversary? Seasonal sales? Will it
be an Annual publication, perhaps a juried collection with an award?
Where: Your distribution channels could include local shops, online
platforms, in-house, or schools.
How: Publication logistics would include decisions on trim size, the use of
color and graphics, binding and page count.
Why: Are you spotlighting community history? Are your goals educational or
social?
30. Good luck!
May your libraries live long and
prosper
4 week Workshop in October
http://www.alastore.ala.org/detail.aspx?ID=11823
ed.rossman@shakerlibrary.org
Facebook.com/rev4lib – Like it, Share
it
Editor's Notes
Thanks for attending this presentation! It’ll pay for my book and E-Course!
Book combines my 20+ years of library work and 15 years of Broadcast business experience.
Have conducted 3 webinars and written an online article in the Public Librarian Briefcase, a publication for the Business Reference and Support Services chapter of RUSA. If anyone today has a colleague who is a reference librarian and liason to your business community, have them consider applying for the Morningstar Public Librarian Support award for an $1250 paid trip to Annual next year in Chicago.
Rocky River Public Library attended one webinar and pursued one of the methods, now makes over 1k a month from offering passport services. It took about 8 months to start.
Today I’ll introduce through the 9 foundational chapters for 15 minutes or so, then talk about 5 methods that you can start using in the next few months, and potentially make hundreds if not thousands of dollars in new money before years end.
Part 1 contains 9 Foundational Chapters,
Part 2 has 40+ mini-chapters on the methods,
in the appendix is a Money Matrix you can use for brainstorming the methods.
Chapter 1 lays it out; The tough economic environment libraries and Nonprofits have to provide service under.
My solution, make money not excuses
There is a positive role model we can follow to avoid a downward spiral; to help us survive and thrive!
The gov't started the public broadcasting industry, then pulled the rug out from them.
NPR almost went bankrupt in the 80's so stations had to learn to be self supportive.
When national funding dried up, stations had to move to state and local funding.
How did Public Broadcasting address the challenges to raising money through “commercialism”?
The professional cadre was more concerned w/ commercialism on a public funded entity than the public.
They were strict about "no proximity" at the national level. For instance, a Clinic couldn't sponsor a health program. At the local level, they were more liberal.
There are currently a good set of policy guidelines for accepting "underwriting" advertisements.
I interviewed the Chief Development Officer of Ideastream, the name of the Corporation for Public Broadcasting consortium in Cleveland;
She’s proud that Ideastream now only gets 10% of funding from Feds!
----------------------------------
Ref page
ads vs. underwriting
http://keeppublicradiopublic.com/2010/07/27/ad-vs-underwriting/
Besides direct membership drives that we are all familiar with, Public broadcasting has 3 distinct areas of revenue-generating clients:
-underwriters , or local businesses….these are local people buying ads; The stations ad policies are very specific about not using hyperbole or inducement language. Just "Support comes from Joes". An acknowledgement with brief identification language affords both parties tax breaks.
-corporate support from national businesses…often coordinated w/ ad agencies as part of their overall media buys for the client.
-local and national foundations….they often use Run Of Station…or ROS schedules, meaning they can run any time of day.
Many development managers have graduated from the Indiana School of Philanthropy. In basic Fundraising they teach about "Moves Management" Moving through a sales cycle. It's all about relationship building!!!! Unless you’re legally constricted from only seeking outside money through Requests for Proposals, RFP’s, you should practice this exercise in Moves Management!!!
Move 1. The Discovery Process - Staff brainstorms a list of the top 25 businesses who could possibly be sponsors. After that, targeting who within those companies they should approach, and do they already have a connection to that person. Talk to them, share ideas, find out what are their marketing objectives.
Move 2. Cultivation - make a 2nd appt….. Can we come back and talk about what it is you want to do. How we can help???
Move 3. Solicitation - Thanks for the conversation! You showed interest in doing X at Y cost. We could do xy and Z! The Pitch!!!
Move 4. Stewardship - Acknowledge their support; deliver on what you promised professionally. Invite back to see their results. Keep connected. The stations try to leverage sponsorship with other events to…. engage the client. The events may be introduction of a program, ribbon cutting, personal tour, etc.
Review Screen / next technique is used through the industry, using Product categories to target AND separate advertisers.
Efficient prospecting / use ReferenceUSA
Recognize him? Herb Tarlek from WKRP in Cincinnati
Page 27 has an exercise using both major Classification schemes.
Asterisks are in top 10 of ad spending categories
Read screen – importance of this chapter
Be prepared for your first homework assignment.
Broadcasters use Nielsons, Arbitron and other measurement statistics.
We have our own, and have to establish others! Automated traffic counters can be very valuable here. Most libraries have them at entrances; new technology is making closer assessments possible.
Even without hard traffic stats, one can make observational studies over time or base estimates on checkouts and program attendance.
10 minutes in????????????
Real Pro’s look at this “output” metric and you should too.
I break this down in the next slide,
Will take investigative work, local CPMs not common knowledge; call for their advertising rates, should have an in-house mini-library of these anyway. Print, broadcast and electronic media, plus any receipt advertising (method #32) or direct mail companies for your area.
In the picture above, yours truly stands next to some memorial benches overlooking a Cleveland Metroparks River, almost crushed by unexpected Ice flows.
The contract is a formal aspect of the relationship. Despite the personal, friendly nature of a relationship you may have with a prospect, a professional contract proves you’re interested in proper stewardship of the library, and respectful of their businesses. Do NOT be contract-phobic.
These five points are what the library can control from a procedural viewpoint. Page 48.
This section deals with getting the word out; and NOT by using RFP’s, unless mandated by your policies or local laws.
Http://www.nonprofitmarketingguide.com/blog/2014/07/10/how-this-nonprofit-got-more-out-of-their-annual-report-infographic/
Page 62 reviews the use of infographics and their importance in relaying information, using examples from National Public Radio’s pitch page.
One picture is worth a thousand words!
Using features and benefits is not a complicated process; an age-old sales formula, the graphic is on page 59.
Can be used for any target audience; Board, businesses, patrons
When you encounter objections to whatever it is your doing to create revenue, this is a formula to follow!
----------------------
Read all top line
Read 1 advantage
Read vending example
These girls started w/ a lemonade stand, then created an account on indiegogo to re-open a closed school library in Sausalito CA.
Crowdfunding Bible is a recent book w/ solid advice. In looking at Hudson’s successful campaign, we can see 6 key areas the book emphasizes.
Product – Use of an established platform, they used indiegogo, a well known, safe resource. Page 134 has a comparison exercise that will help you determine which platform is best for you, whether you’re a techie or not.
Pitch – Theirs was the importance of Early Literacy needing a comfort zone for story time; it’s emotionally appealing as well as valuable to community
Video – Great opening shot, impossible to miss
Incentives – For 10 and 25 dollar range contributions, plus others
Goal – Not too far out of range for community
Campaign – Specific short term timeframe, frequent updates, social media friendly, good timing with Summer Reading program
Exceeded goal!!
Grants sometimes turn on whether you can sustain an effort after their money runs out. This chapter discusses ways to do that without bleeding your local partners. Get their national suppliers with deeper pockets to help!
Get them to use money from their national suppliers. Google define co-op advertising, or review the Tip section on page 82.
The appendix has this great brainstorming tool. You can use it to put the 40+ revenue generating methods immediately into perspective with the foundational chapters concepts.
Then each method has a mini-chapter that follows through in detail how to set value, construct policies and procedures that fit that method. What first steps to take, real world examples and implementation exercises that will be a hardball, objective assessment of whether that method will be right for you and your community before you get heavily invested into it.
IF you follow through on these, and all indicators are green, then go for the green. Keep the momentum going and start taking the first steps to opening that revenue stream.
Question break?
20 minutes in???
Next, are 5 ways you can start working on this afternoon.
Method 19 - Fifty / Fifty Raffles - October – Starting Mid-Oct – Mid-Dec 8 weeks @ $50 =$400.00 by year's end
Method 20 - Gift Shops: Online- October - Starting Mid-Oct – Mid-Dec 8 weeks @ $50 =$400.00 by year's end
Method 29 - Naming Rights: Own-a-Day -November - $25 per name, Website and Front entrance sign just 8 = $200.00 by year's end
Methods 5 and 31 - Advertising in Calendars & Special Publications; Publishing-December – Choose recipe book from staff and Friends
– $5 profit per book, sale of 50 books = $250.00 by year's end / Or, page 105 reviews using currently existing Book-lovers calendar by Workman Press(?) base price is $3.00 (2015) charge $8.00 for same profit spread, $250, and wait for 2017 for a bigger publishing campaign.
Whatever, do it early for holiday sales and promote well!!! You have time for both!
Crowdfunding info on screen
We start with a very familiar and effective cash-raiser. Method 19, on page 142; each method mini-chapter has customized moves management and first steps sections.
Use Friends to run it and/or build pot! Have great displays and other promotional things near the ticket sale area. Tell the story of what the library does for the community.
Moves Mgt:
Moves Management Model:
Discovery – Target your Friends groups, existing partners, patrons and non-patrons (perhaps through flyers outside the library like at coffee shops, grocery stores, etc).
Cultivation- Tap into those Friends groups, existing partners, patrons and non-patrons alike for their input into the development and design of the methods used to achieve maximum exposure and usage.Solicitation-Your proposal, include incentives that might increase use and purchases (maybe non-monetary library promotional merchandise for 2nd place).
Stewardship- Have periodic status checks, inspect inventory churn, (how quickly tickets are moving over time), if possible announce winners or jackpot sizes.
Inch by inch, it’s a cinch!
Method 20, page 145 discusses gift shop sales
Don’t underestimate what a library brand offers to the self-esteem of your patrons, adults AND children. Using your clothing, coffee mugs or office accessories, or bestowing them as gifts to others, reinforces their self image, whether it’s as an intellectual or geek. This type of merchandising is key to building up your brand.
Use CafePress.com to cost out your own products. Center graphic
2 options
Method 29, on page 172 has this award winning method. The Gale Cengage Learning Financial Development Award in 2015.
Taken on July 16, 2016. 2 weeks out.
The James V. Brown Library in Williamsport, Pennsylvania won the Gale Cengage Learning Financial Development Award for 2015
Email about deadlines
Uuse CPM to setting value exercise for businesses; Start thinking impression, NOT retention, no long message needed
Imagine bonding power of this with a child; take photos, post on Facebook. Chucky cheese and make obese or own-a-day and build love of literacy?
Process used in many of the methods. E-course will have a whole week of discussion and exercises on this.
This organization technique is also used in several methods to brainstorm, set policies and develop procedures.
Asking who, what, when, etc. will accelerate your implementation and do it in a professional manner.
45 minutes in???
Method 31, page 178
Self publishing has been around for a while, and libraries are uniquely gifted with skilled, creative researchers and writers able to take advantage of this trend.
A long time Library vendor, Ingram, has created a new program located at ingramspark.com. For a relatively low cost, $50.00 for a set up fee, libraries can publish well researched books and e-books on a wide variety of local topics.
On ingramspark.com is a publishing calculator that can be used to determine the revenue that will be generated prior to dedicating resources to create them. This could also be used in offering a baseline when discussing costs with other publishers.
Suggest a holiday cookbook. Compile recipes, photos, bio’s and anecdotal material.
Use your research and organizational skills to quickly create a valuable product
This method 15, on page 131 is revisited because it’s also easy if you follow the practical steps below. Also, after the other 4 methods, now you have some cash for incentives.
Use for 2nd asks (Past contributors) and/or end of year write offs.
Crowdfunding Bible is a recent book w/ solid advice. In looking at Hudson’s successful campaign, we can see 6 key areas the book emphasizes.
Product – Use of an established platform, they used indiegogo, a well known, safe resource.
Pitch – Their’s was the Importance of Early Literacy needing a comfort zone for story time; it’s emotionally appealing as well as valuable to community
Video – Great opening shot, impossible to miss
Incentives – For 10 and 25 dollar range contributions, plus others
Goal – Not too far out of range for community
Campaign – Specific short term timeframe, frequent updates, social media friendly, good timing with Summer Reading program
Exceeded goal!!
I hope you apply what I’ve presented here today to give yourself some financial breathing room, in 2016 and beyond.
Consider the eCourse where I’ll be reviewing all the methods in depth.
Final questions?