every budget is a referendum
TRANSCRIPT
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Every Budget is a Referendum
NJLA 2013
Using tips from the best political campaigns to activate citizen support
for library funding
@everylibrary
Building voter support for libraries
John ChrastkaExecutive [email protected]
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Voter Education Challenge
Extends to “Voter Influence” on
● Town/City Councils● State Legislators● Federal Funding Issues
Building voter support for libraries
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Seven Factors Influence Voters:
1. A Reason to Vote2. Mobilized3. Personal Contact with Candidate or Issue*4. Culture/Tradition/Habit of Voting*5. Trust in Government (pro or con)6. Decided to Vote7. Weather/Access to Polls
What Activates Voters?
Building voter support for libraries
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Why Talk Politics and Libraries?
Building voter support for libraries
● Only 37% of likely voters say they will
definitely support libraries at the ballot box.1
1. OCLC From Awareness to Funding, 2008
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Voter Attitudes
Of all voters:
37% will Definitely vote yes
37% will Probably vote yes
26% will Probably or Definitely vote no or may vote either way.
Building voter support for libraries
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Voter Attitudes About Libraries
● Users vs. Non-Users - No difference● Progressives vs. Conservatives - No difference
● Any Tax is a Bad Tax - Watch for
● Nothing Impacts More than their Perception of the Librarian or the Library as Institution
Building voter support for libraries
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Why Talk Politics and Libraries?
Building voter support for libraries
● 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
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Voter Attitudes
Nothing Impacts Voter Attitude about Libraries More than their Perception of the Librarian and the Library as an Institution
Building voter support for libraries
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Inbound Service Model
Libraries are generally Inbound Service Models
Inbound Service Models Create Inbound Advocacy Models
Building voter support for libraries@everylibrary
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Informational Campaign – “Please Vote”
● Planning● Know your limits● Marketing and Awareness
Vote Yes Campaign – “Vote Yes”
● Planning● Filing● Awareness and GOTV
Types of Campaigns
Building voter support for libraries
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Informational or “Vote Yes” Campaigns:
● 1. Walking*● Phoning*
● 2. Events● Social and Web
● 3. Signs ● Mailers
Ways that Campaigns Reach Voters
Building voter support for libraries
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Techniques that Work
Who Votes? Who Influences?
1. Tweet the Mayor / City Council2. Become Political3. Embedded Librarians4. Get Out and Walk5. Volunteer Library Brigade6. Mini Libraries
Building voter support for libraries
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Know Your Allies
Inventory Your Allies:
1. Educational Partners2. Social Welfare and Religious Partners3. Governmental Partners4. Civic Partners5. Business Partners6. Politicians
Building voter support for libraries
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Know Your Allies
1. Educational Partners
Pre-K and K-12
Community College
College/University
For-Profit Tutoring
Private/Public After-School Programs
Three Messages: Library as Educational Partner, Library as Resource Extender, Library as Gap Filler
Building voter support for libraries
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Know Your Allies
2. Social Welfare and Religious Partners
Counseling Centers
Food Pantry / WIC
Jobs Training Center
Literacy Centers
Boy Scouts / Girl Scouts
Three Messages: Social Leveler; Resource Extender; Staff Multiplier
Building voter support for libraries
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Know Your Allies
3. Governmental Partners
Parks
Public Safety – Police and Fire
Public Works
Public Employee Unions
Three Messages: Library as Contact Place, Library as Info Point, Library as Fellow Traveler
Building voter support for libraries
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Know Your Allies
4. Civic Partners
Rotary, Lions, Kiwanis
Heritage and local history
GLBT
Three Messages: Library as Social Leveler, Library as Neutral Good, Library as
Building voter support for libraries
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Know Your Allies
5. Business Partners
Local Chamber / CVB
Startups and Entrepreneurs
Small Businesses – Service or Retail
Big Employers
Three Messages: Librarian as Business Reference Resource, Library as Training Space, Library as Retail Anchor
Building voter support for libraries
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Know Your Allies
6. Politicians
Incumbents
Insurgents
Local, State, Federal
Three Messages: Library as Good Governance, Library as Responsible with Budget, Library as [insert their pet project]
Building voter support for libraries
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The Library as:
● Educational Partner● Economic Development Engine● Social Leveler
● Connect with Changing Technology● Legitimacy as Institution● Trust in the Librarian
Messaging That Works
Building voter support for libraries
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The Library as Incubator
● Businesses● The Arts● Community Identity
● The Library as Governmental Leverage ● Budget● Grants ● Tech
Messaging That Works
Building voter support for libraries
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● Demands for Services● Entreaties from Patrons/Customers● Appeals about Effectiveness ● Perceptions of Service● Whining
What Doesn't Work
Building voter support for libraries
@everylibrary
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In Every Case...
Building voter support for libraries
● Walk your Precinct
● Actively say “Vote, Please” or “Vote Yes”
● Answer Challenges with Legitimacy
@everylibrary
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Thank You
www.everylibrary.org
@everylibrary
facebook.com/everylibrary
everylibrary.tumblr.com
Building voter support for libraries
John ChrastkaExecutive [email protected]