community libraries

Libraries Prosper with Passion,Purpose Persuasion

2007 ALA Annual Conference session

Susan Hildreth: PLA Toolkit for library success.

Out-going president of PLA and state librarian of California Susan Hildreth reviewed PLA's commitment to public library advocacy.

PLA hired an outside consultant to conduct research and development in the area of public library advocacy. A number of values shared by a majority of Americans were identified in the research:

  • Public Libraries are partners for vibrant and educated communities.
  • Public libraries are essential for a free people.
  • Pubic libraries are places of opportunities

The PR firm Metropolitan Group was hired to develop a toolkit on advocacy. Metropolitan Group has eighteen years of working with libraries, as well as working with private and government clients. The kit is designed to help libraries showcase their value to their communities. Additional information on the $90 kit is available at pla.org.

Ms. Hildreth argued that the success of an advocacy campaign rides on the ability of staff, board, and friends of the library to understand and share the value that their library has to community. Advocacy needs to be delivered by a library's staff and friends as well as its leadership. The buy-in by staff is especially important.

Laura K. Lee Dellinger: Libraries have wonderful stories to tell!!

Senior Executive Vice President/Principal, Metropolitan Group Laura Dellinger spoke on the need for effective advocacy in public libraries.

Advocacy is more effective if a library's services are justified in the context of a community's needs. Libraries need to advocate for their patrons. What are the services most beneficial to patrons? How do library services reflect the values the community?

It's important for libraries to recognize the values that have been identified by research to be nearly universal in America:

  • Everyone expresses the desire to live in a stable and livable community.
  • Everyone expresses the desire for at least one or more of the following:
    • education
    • health
    • community's economic viability
    • getting a good return on their investment

Once identifying the values of the library's services in terms of social goods, repetition and consistency is a must. PR is building a long-term beneficial relationship with your patrons. Marketing focuses on transactions. But advocacy is broader and is based on the goods provided to the community by the library.

Speak of the library's value to the community. For example:

  • Libraries are at the center of stable and viable communities.
  • Libraries are essential to education and life-long learning. For example, children who are poorly prepared for school cost the nation 16 billion dollars a year in extra educational programs. The economy is more information based and the basic information-literacy level of adults is falling. Education + libraries = specific examples of programs and services that benefit the community.
  • Libraries are helpful to economic development and to the business community. For example Business + library = transition to an information-based economy. Libraries attract information workers.
  • Libraries provide cost-effective access to information programs and classes that saves local businesses $500 to $5000 annually.
  • Seventy-eight percent of business customers surveyed indicated that information obtained from public libraries contributed to their success. Libraries provide an excellent return on community investment
  • Libraries help people live healthier lives

The toolkit is a simple guide that can be used as you develop your advocacy. Ms. Dellinger advised that libraries start immediately. The kit supports a grass roots advocacy. Start small and introduce advocacy as "cocktail chatter" at business meetings and community activities, and with family and friends. Speak of the broad values of the library and give concrete examples. Role play with staff. Practice. The kit is easily adapted to different size libraries. A CD of resources is included, all in Microsoft Word.

Ms. Dellinger finished with her four Ps of advocacy: Passion, purpose, people, persuasion.

  • Passion: Establish credibility by caring and meeting the needs of the community.
  • Purpose: Set clear goals, identifying problems, causes and solutions.
  • People: Identify and analyze patrons and community.
  • Persuasion: Develop your message, identify the strategy for delivering your message.

Suggested Reading:

Making Cities Stronger: Public Library Contributions to Local Economic Development. Urban Libraries Council.

U.S. Public Libraries Providing Unprecedented Access to Computers, the Internet, and Technology Training. Bill & Melinda Gates Foundation.

More Shining Stars Award-Winning Programs from Small and MediumSized Public Libraries

2007 ALA Annual Conference Session

Abbie Williams and Peggy Carlson: Creating Teen Spaces

Abbie Williams, Librarian, and Peggy Carlson, Adult Services Department Head, of the Bloomingdale Public Library in Illinois won the Demco Interiors Award for the reorganization and refitting of the library's YA section.

There was a recognition in the library that the YA collection needed new resources and ideas. The YA collection was a small collection located in the basement. There were no YA programs.

The first step in revitalizing the collection was to move the collection upstairs in a more public area and near the popular media collections. More money was allocated for YA materials. A teen advisory committee was formed. The revitalization of the YA program was incorporated into the library's long-range plan with the arrival of a new director.

The library held a competition for naming the YA area. YA S'pot was the winning entry, which was decided by the teen advisory committee.

The library and teen advisory committee then worked with Demco for ideas on furnishings, fabrics and colors for the area. The group chose large, comfy furniture as well as cafe-style furniture to accommodate laptops. Listening stations were also included, which became very popular. Shelving was included for face-out displays. The library purchased podcasting and video-casting equipment.

The focus then turned to programing. A grand opening was scheduled for the new YA S'pot area. Sixty teens attended. A CD player was raffled. Other programs followed that included a monthly Dance Dance Revolution night, an anime club and podcasting workshops.

Circulation to teens is up and summer reading participation by teens increased 25% in last two years.

Consult Kim Bolan's blog The Indie Librarian for ideas on creating or revitalizing teen spaces.

Linda Yoder: Programs for a small community

Director of Nappanee Public Library in Indiana Linda Yoder spoke about her small community library that serves a rural community of 6,700 residents. The community was recognized by Time Magazine in 1997 as one of the top 10 small towns in America.

The community is largely a blue-color community. It includes a large Amish community and a growing Latino community. The later represents about eight percent of the population the library serves. There are also two million tourists that annually travel through county in which the library is located. 250,000 visit and travel through the community itself.

The library is open 67 hours and seven days a week. It enjoys a one million dollar budget. It has 151,000 annual visits. It annually circulates 145,800 items. It answers 6,500 reference questions. It had 14,740 attendees to its programs and there were 21,060 users of its electronic resources.

Programs are a significant part of the library's mission and reflects the need to counter a gradual loss of community suffered by many small towns in the U.S. today. Ms. Yoder recommended reading Bowling Alone: The Collapse and Revival of American Community (2001) by Robert D. Putnam to help understand the challenges and opportunities facing many small communities.

The library offers a popular GED program. This reflects the Amish community's eight-years of schooling and the choice many Amish make later in life to continue their education.

The library also runs a booth at the annual Elkhart County Fair to reach out to unserved children. Five out of the sixteen townships in the county are unserved by a public library. Storytimes, give-aways, games and activities and drawings are offered. The county fair is the largest in the country and runs nine days in July. The library booth is staffed the entire time. Because there is a need for so many volunteers, board members, friends, and staff all become well versed in library services, programs, services, policies and issues.

The library is also collaborating with the city and chamber of commerce to open a new furniture and (Amish) quilt museum that reflect the two major crafts and industries of the area. The library plans to move its heritage collection to the museum and help staff the museum with its volunteers.

The library provides leadership in the Northern Indiana Computer Consortium for Libraries, a cooperative contractual service for a single provider of computer services. The use of a single provider for computer services and consulting has created efficiencies in training, support and costs. Technical and security standards have been developed. Participation by libraries is contractual and can reflect either a fixed or flexible amount of service. The consortium plans to extend statewide.

Laurel Best: Philosophy for teens

Director of the Linebaugh Public Library in Tennessee Laurel Best spoke of the symposium for teens at which participants discuss philosophy.

Billed as a cafe symposium for caffeinated contemplation, the program has become very popular. The program is weekly and runs in six to eight week sessions. Participants have been primarily from honors English classes. Adults are not invited though parental notification is required.

There is a reading for each session and the Socratic method is modeled during the discussions. Participants learn critical thinking and all opinions are treated equally and with respect.

An honors student from the local college leads the discussions and receives college credit. She or he is careful not to share their opinions at any time during the program.

Suggested Reading

Bowling Alone: The Collapse and Revival of American Community (2001) by Robert D. Putnam.

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