Library Advocacy is more than just getting the budget passed. John Chrastka, founder and director of the nationwide library PAC EveryLibrary, shared this presentation of how to turn voters into constituents and donors throughout the year at the 2016 Long Island Library Conference on May 5, 2016.

1. The Morning After:
The budget passed – now what?
Long Island Library Conference 2016
@MrChrastka
@everylibrary
Building voter support for libraries
John Chrastka
Executive Director
john.chrastka@everylibrary.org

2. ● First Nationwide
PAC for Libraries
● Set up as a c4 rather
than
a c3
● 33 Campaigns to
date
25 wins
● $64.4 million in
stable tax funding
● Pro Bono Approach

3. ● Negotiation and Lobbying
Support for funding
● Over 50 trainings
● #votelibraries 2016
● The Political Librarian
● everylibrary.org - professional facing
votelibraries.org - public facing
action.everylibrary.org - petitions and
events

4. You Did It!
Now What?
Building on your momentum

5. What Your
Voters Believe
“From Awareness to Funding” says…

6. National Voter Attitudes
Building voter support for libraries
37% will Definitely
vote yes for the library
37% will Probably
vote yes for the library
26% will Probably
or Definitely vote no or
may vote either way.

7. Library Use Does Not Matter
A voter’s willingness to support increased library funding is
not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2
Building voter support for libraries

8. Library as Transformative Force
[T]he library is not perceived as just a provider of practical
answers and information; the most committed supporters
hold the belief that the library is a transformational
force.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries

9. Attitude - Not Demographics
The factors that determine residents’ willingness to
increase their taxes to support their local library are their
perceptions and attitudes about the library and the
librarian.
- OCLC "From Awareness to Funding" p. 7-3
Building voter support for libraries

10. They recognize the value of a ‘passionate librarian’ as
a true advocate for lifelong learning.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries
Attitude - Not Demographics

11. What 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
Building voter support for libraries

12. What Activates Voters
for The Library?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + Community
Building voter support for libraries

13. Were You an Accidental
Candidate?
You have political capital

14. Now What?
Building on your political capital

15. Building voter support for libraries
What is Your Next
Big Opportunity?
Fundraising and Donors
Local, State and National Coalitions
Town/City/County Budgets
State Legislation and Federal Funding
Funders and Grantmakers

16. 1. An Identified Need
2. Personal Motivation
3. Experience of the Issue*
4. Prior Success as an
Advocate*
5. Institutional Reputation
6. Made a Pledge
7. Ease of Access to
Advocacy Tools
What Activates Advocates?
Building voter support for libraries

17. ADVOCATES:
1. An Identified Need
2. Personal Motivation
3. Experience of the Issue*
4. Prior Success as Advocate*
5. Institutional Reputation
6. Made a Pledge
7. Ease of Access to Tools
Activate in Either Context
Building voter support for libraries
VOTERS:
1. A Reason to Vote
2. Mobilization
3. Personal Contact with Candidate*
4. Culture/Tradition/Habit of Voting*
5. Trust in Government (pro or con)
6. Decided to Vote
7. Weather/Access to Polls

18. Voters and Funders and
Donors and Constituents
The attitudes and behaviors are the same

19. Probable and Super Supporters
• They are involved in their communities
• They recognize the library’s importance to the community and to a
child’s education
• They are not always heavy users of the library, but believe the library
is a noble place, important and relevant to the community
- OCLC "From Awareness to Funding" p7-4
Building voter support for libraries

20. Probable and Super Supporters
• They recognize the value of a ‘passionate librarian’ as a true advocate
for lifelong learning
• They see the library as a vital community resource like public schools,
fire and police, and are willing to increase their taxes to support the
library.
- OCLC "From Awareness to Funding" p7-4
Building voter support for libraries

21. Fundraising
What do donors want?
How are they different from voters?

22. What do donors want?
1. Leverage for their
donation
1. New reasons to give to
the library
1. Proof - every person on
the committee gives
1. Challenge / Match
Building voter support for libraries
#everylibrary

23. Voters and Donors are Basically the Same
[T]he library is not perceived as just a provider of practical
answers and information; the most committed supporters
hold the belief that the library is a transformational
force.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries

24. Coalition Partners
Building the a coalition for the library
Bringing the library to existing coalitions

25. Extending Your Influence
What systems already exist in your community or statewide
that align with libraries? Where are your natural partnerships?
Who are you regularly frustrated with?
State and Local Systems:
Boards and Commissions
Coalitions of Common Cause
Coalitions of Common Concern

26. What Coalitions are Right for You?
Economic Development
Early Literacy and Early Childhood
Grade Level Reading
Housing and Food Security
Immigration
Safety and Violence

27. Grants and Capacity
Building partnerships
Being invited to apply

28. Someone Else’s Budget
Town/City/County Partners
State Legislation and Appropriations
Federal Funding

29. Making a New Ask
1. Where does revenue come from?
2. What are the priorities of my elected officials?
3. What is “regular order” for the lawmaking or rulemaking
body?
4. How can I make this easy for them?

30. Making a “New Ask” Easier
We have developed language
for an ordinance/bill that would
address X or Y or Z….
Would you like to see it?
Building voter support for libraries

31. Now What?
Really, what is the next big thing
for you and your library?

32. What are your assets?

33. Building voter support for libraries
Civic Attitudes Beyond Voters
● 94% of Parents say libraries are important for
their children. 79% say “very important”. 2
● 58% of Americans have a library card. 3
● 62% of card holders have visited the library in
the last year at least once.4
2. Pew, May 2013
3 and 4. Harris Interactive | ALA, January 2011
#everylibrary

34. ‘Day After’ the Campaign Assets
A. Current Allies and Endorsers
B. Current Situational Awareness
C. Actionable Voter and Card Holder Data
D. Fundraising for the Campaign
E. Volunteers on the Campaign
F. Opposition to the Campaign
G. Messaging about the Campaign
Building voter support for libraries

35. Run Your Next Big Thing
Like a Campaign
Be the Candidate

36. Building voter support for libraries
How Candidates “Surface”
● Write the book
● Tell their story
● Be seen as an expert
● Start an Exploratory Team
● Get endorsed
● Launch their Campaign

37. What is Your Book?
Strategic Plan
Management Plan
Service/Programs/Collections Plan
Fundraising Goals
Financials and Fiduciary
Building voter support for libraries

38. What Do Candidates Know?
● Your ‘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 are needed to speak for the candidate
Building voter support for libraries

39. Build Infrastructure Before You Need It
1. Start talking about your plans
2. Introduce staff to the public
3. Drink more coffee (meetings)
4. Ask people to join you
5. Spend money to get Likes
6. Sign folks up for emailing lists
7. Continually educate your stakeholders

40. Like - Support - ID
I Like what you’re doing --->
I Support what you are doing --->
I Want to identify us with what you are doing.
Building voter support for libraries
#everylibrary

41. To Library Users:
● “As you know...”
● Personal Value Proposition
● Value for Other
● Activation as a Voter
To Non-Users:
● “As you can imagine...”
● Value to/for “Other”
● Satisfaction as a Voter
Remember – Use Does Not Matter
Building voter support for libraries

42. John Chrastka
EveryLibrary
action.everylibrary.org
facebook/everylibrary
@everylibrary
john.chrastka@everylibrary.org
Building voter support for libraries
Thank You