Introduc Int duction Ja Jamison Reynold lds Director of Marketing Strategy TL TLC • Th The e Libr brar ary Corporat ation www.TLCdelivers.com Di Discussion n led by by: Jo John hn Chr hrastka, Eve veryL yLibrary
2 TELLING AN ADVOCACY STORY TO THE STATISTICALLY MINDED John Chrastka, EveryLibrary @mrchrastka ❘ @everylibrary
3 about Every Library • 501c4 Political Action Committee • $328 million in wins for public libraries • SaveSchoolLibrarians.org campaigns • Local / State / National / International • Pro-Bono and For Free
WE TEND TO TELL THE WRONG KIND OF STORIES
5 FOR A WHOLE GROUP OF STAKEHOLDERS NUMBERS TELL THE STORY
6 WHO’S BEHIND THE NUMBERS? THAT’S THE REAL STORY
7 HELP THEM UNDERSTAND YOUR GAME OR IT’S CRICKETS
WE TELL STORIES ABOUT OTHER PEOPLE RATHER THAN ABOUT OURSELVES
OUR VOCABULARY IS OFF WRONG NOUNS, PRONOUNS, & VERBS
FOR THE STATISTICALLY-MINDED THEIR VALUES ARE VALIDATED BY NUMBERS
11 FOUR KINDS OF STORIES FOR EVERY TYPE ‣ Personal/Organizational ‣ Personal/Org stories stories about successes about failures that that emphasize values. demonstrate integrity. ‣ Stories about “why you ‣ Stories about other do what you do”. people who are important to you.
12 WHAT PEOPLE BELIEVE INFLUENCES HOW THEY LISTEN
13 OUR SHARED VALUE SYSTEM
the CIVIC data ATTITUDES
the data C I V I C A T T I T U D E S
the CIVIC ATTITUDES data
17 OCLC’S BIGGEST TAKEAWAY ? 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
18 IT’S NOT ABOUT ? MAKING MORE USERS “If you focus your marketing and messaging to convince people to become users, you will alienate people who don’t want to be users but still value who you are and what you do.” 2
19 WHAT ACTIVATES SUPPORT FOR LIBRARY FUNDING?
HOW DO WE TALK ABOUT OUR FUNDING? Marketing is about more than getting people to use the library.
WHAT DO YOU NEED TO GET FUNDED? ‣ Hours It is really hard for ‣ Collections and circ stats humans to care about ‣ Size of staff stuff they are not ‣ Patrons at programs familiar with. ‣ Library cards in the community
ORIENTING PEOPLE TO THE FEATURES THAT NEED FUNDING ‣ What is your organizational “mission, vision and values”? ‣ What are your “expected and hoped-for outcomes” if funded? ‣ What happens if you don’t do the work?
TURNING THE NUMBERS TO THE VALUES YOU SHARE à Place of discovery or refuge, retail anchor HOURS COLLECTIONS & à Solving problems for parents, small businesses CIRC STATS à Expert librarians solving problems, helping people grow SIZE OF THE STAFF à Lives touched, changed, improved PATRONS AT PROGRAMS LIBRARY CARDS à Access and identity IN THE COMMUNITY
TALK ABOUT PLAN B Stats-Minded Message Formula = What happens to people if it is NOT funded AND NOT JUST PLAN A. = What happens to people if it is funded ‣ Where is my money going? (Statistics and Numbers) ‣ Who is spending my money? (The Librarians, Library Workers, Staff)
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NEGATIVE OR POSITIVE MESSAGING?
MORE IMPORTANT THAN EVER
TALKING ABOUT TAXES WITH CONSERVATIVES, PROGRESSIVES AND LIBERTARIANS ESPECIALLY WHEN YOU AREN”T ONE YOURSELF
Political Communication Models My heroes are people who have stood up for the underprivileged. The people I cannot stand are the people who are indifferent to the oppression of women, minorities, and the poor. My heroes are people who have stood up for Western values. The people I cannot stand are the people who are indifferent to the assault on the moral virtues and traditions that are the foundation for our civilization. My heroes are people who have stood up for individual rights. The people I cannot stand are the people who are indifferent to government taking away people’s ability to make their own choices. Kling, Arnold. The Three Languages of Politics: Talking Across the Political Divides.
Regarding libraries, there are 2 distinct groups of humans….
32 KNOW YOUR AUDIENCE ‣ To Library ‣ To Non- Users: Users: “As you “As you can know…” imagine…”
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35 THANK YOU John Chrastka, EveryLibrary john.chrastka@everylibrary.org 312-574-0316 EveryLibrary.org | action.everylibrary.org facebook.com/everylibrary @everylibrary
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