Introduc Int duction Ja Jamison Reynold lds Director of - - PowerPoint PPT Presentation

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Introduc Int duction Ja Jamison Reynold lds Director of - - PowerPoint PPT Presentation

Mar 21, 2024 135 likes •497 views

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

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Di Discussion n led by by: Jo John hn Chr hrastka, Eve veryL yLibrary

Ja Jamison Reynold lds

Director of Marketing Strategy TL TLC • Th The e Libr brar ary Corporat ation www.TLCdelivers.com

Int Introduc duction

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John Chrastka, EveryLibrary @mrchrastka ❘ @everylibrary

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TELLING AN ADVOCACY STORY TO THE STATISTICALLY MINDED

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EveryLibrary

about

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  • 501c4 Political Action Committee
  • $328 million in wins for public libraries
  • SaveSchoolLibrarians.org campaigns
  • Local / State / National / International
  • Pro-Bono and For Free
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WE TEND TO TELL THE WRONG KIND OF STORIES

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FOR A WHOLE GROUP OF STAKEHOLDERS

NUMBERS TELL THE STORY

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WHO’S BEHIND THE NUMBERS?

THAT’S THE REAL STORY

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HELP THEM UNDERSTAND YOUR GAME

OR IT’S CRICKETS

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WE TELL STORIES ABOUT OTHER PEOPLE RATHER THAN ABOUT OURSELVES

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OUR VOCABULARY IS OFF WRONG NOUNS, PRONOUNS, & VERBS

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FOR THE STATISTICALLY-MINDED

THEIR VALUES ARE VALIDATED BY NUMBERS

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FOUR KINDS OF STORIES

FOR EVERY TYPE

  • Personal/Organizational

stories about successes that emphasize values.

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  • Personal/Org stories

about failures that demonstrate integrity.

  • Stories about other

people who are important to you.

  • Stories about “why you

do what you do”.

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WHAT PEOPLE BELIEVE INFLUENCES HOW THEY LISTEN

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OUR SHARED VALUE SYSTEM

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CIVIC ATTITUDES

the data

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C I V I C A T T I T U D E S

the data

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CIVIC ATTITUDES

the data

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OCLC’S BIGGEST TAKEAWAY

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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

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IT’S NOT ABOUT MAKING MORE USERS

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“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.”

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WHAT ACTIVATES SUPPORT FOR LIBRARY FUNDING?

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HOW DO WE TALK ABOUT OUR FUNDING?

Marketing is about more than getting people to use the library.

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WHAT DO YOU NEED TO GET FUNDED?

  • Hours
  • Collections and circ stats
  • Size of staff
  • Patrons at programs
  • Library cards in the community

It is really hard for humans to care about stuff they are not familiar with.

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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?

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HOURS COLLECTIONS & CIRC STATS SIZE OF THE STAFF PATRONS AT PROGRAMS LIBRARY CARDS IN THE COMMUNITY

TURNING THE NUMBERS TO THE VALUES YOU SHARE

à Place of discovery or refuge, retail anchor à Solving problems for parents, small businesses à Expert librarians solving problems, helping people grow à Lives touched, changed, improved à Access and identity

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TALK ABOUT PLAN B

AND NOT JUST PLAN A.

= What happens to people if it is funded = What happens to people if it is NOT funded

Stats-Minded Message Formula

  • 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?

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MORE IMPORTANT THAN EVER

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TALKING ABOUT TAXES WITH CONSERVATIVES, PROGRESSIVES AND LIBERTARIANS

ESPECIALLY WHEN YOU AREN”T ONE YOURSELF

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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.
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Regarding libraries, there are 2 distinct groups of humans….

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KNOW YOUR AUDIENCE

  • To Library

Users: “As you know…”

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  • To Non-

Users: “As you can imagine…”

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THANKYOU

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John Chrastka, EveryLibrary john.chrastka@everylibrary.org 312-574-0316

EveryLibrary.org | action.everylibrary.org facebook.com/everylibrary @everylibrary

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Re Regi gister for

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