Trends in Special/Government Libraries & Nonprofits/Associations

Report for ALA Planning RetreatSept 11, 2009 – Sept 13, 2009

More academic institutions with their own special library

Fewer stand-alone law, medical, religious, government libraries

Overall, numbers of libraries are down 10 year projection has the number of

special librarians going down every year2007 = 16813, 2017 = 10355

Fewer MLS librarians and paraprofessionals

More “other type of professional” and non-professional

More $ being spent on salaries, technology & systems, other operating expenses, electronic collections

Less $ being spent on outsourcing, other collections, print collections

More use of a web portal to resources, e-reports, e-booksLess use of print current periodicals, e-journals, print

backfilesMore use of electronic journals, licensed content,

electronic document deliveryLess use of print document delivery, ILL borrowing of print

materials, ILL lending of print materials

More likely that the catalog will contain e-journals, e-books, digital images

Less likely for staff to do a database search, have in-library use of online catalog, access to reference tools

More $ and time spent on attending professional meetings, taking virtual university courses

Less $ and time spent on evening classes, sabbaticals

Area Competency

Operations/technical services Knowledge of sources of electronic materials 79.0%

User servicesKnowledge/skills in training and bibliographic instructions for electronic services 74.5%

Technology/Systems Knowledge/skills to develop websites 72.7%

Digital library managementDatabase management skills, aka SQL, MySQL, Access 68.0%

Management/administration Public relations/marketing 55.7%

General professional competenciesAbility to evaluate, select, and filter information resources 47.4%

Finding #1 – Associations Bracing for Negative Impact of Recession

Finding #2 – Falling Non Dues Revenue is a Top Concerns

Finding #3 – Actions to Combat Current Economic Conditions are Universal

Finding #4 – Membership Retention is a Top PriorityFinding #5 – Effective Tactics to Accomplish Goals:

Direct Mail, Event Marketing and Public RelationsFinding #6 – Spending Patterns Expected to Change

The State of America’s Associations

(The 2009 Survey Results)

Expect Lower New Membership Growth Expect Fewer Attendees at MeetingsExpect Lower Revenue from Non-Dues

ActivitiesSeeing Cuts in State and Local BudgetsMassive Layoffs in the IndustryLower Reported Sales Revenue

Finding #1 - Associations Bracing for Negative Impact of Recession

In December08 82% of respondents had an extremely negative outlook on the economies impact on organizational goals. In June 80% respondents say that there has been a negative impact.

There has been a Sharp Decline in Spending in These Areas i.e. Sponsorships, Advertising and meeting Attendance

Solutions Include: - Budget Cuts - Hiring Freeze - Staff Reorganization - Layoffs Volunteer Participation is a Still Positive

Area

Finding #2 – Falling Non Dues Revenue is a Top Concern

2/3rds of June 09 respondents reported a decline in meeting registration with 26% seeing a 20+% decline.

Budget Cuts and Hiring freezes Were Cited Most Frequently as the Solution to Current Conditions

Also Cited Were: - Salary Freezes - Reduced Member Programs - Reduced Member Programs - Outsource Some Staff Functions

Finding #3 - Actions to Combat Current Economic Conditions

are Universal

85% of respondents say that they have reduced budgets as a result of the economic conditions. Approximately 50% have salary/hiring freezes and 30% layoffs.

Three of Top Four Priorities Involve Retention:

- Increasing Awareness/Brand (36%)

- Developing New Methods to Engage Members (50%)

- New Member Recruitment (41%)

Finding #4 - Membership Retention is a Top Priority

June09 60% of respondents reported a decline in membership retention with 27% reporting a decline of 10+%. Approximately 29% reported no change.

Association Priorities Generally Determine Which Marketing Strategy is Most Effective

For Membership Recruitment or Retention the Following were thought to be Most Effective:

- Direct Mail, Phone Calls - Promotional Pricing i.e. Early Bird,

Bundling, Conference Payment Plan etc. - Event Marketing - Illustrate/Create Member ValueOnline Media was Found to be the Least Effective

Finding #5 - Effective Tactics to Accomplish Goals*

(Direct Mail, Event Marketing and Public Relations)

*See next Slide

*Early Expectations vs. Reality(Actions to Address Recession)

Item December 2008

June 2009

Budget Cuts 84% 86%

Salary Freeze 43% 55%

Hiring Freeze 57% 50%

Reduced Program/Services 45% 38%

Change Investment Strategy 50% 32%

Layoffs/Eliminated Positions 26% 30%

Staff Reorganization 35% 32%

Outsourcing 25% 13%

Although Direct Mail is Considered the Most Effective Method to Maintain Brand Awareness, Retention and Recruiting, Budgets are Expected to be Cut

However, Online Activities are Expected to Increase:

- Social Networking - Web Site Modification - E-Mail

Finding #6 - Spending Patterns

Expected to Change

Most respondents have seen budget cuts. Those that had a more positive outlook are more likely to increase or maintain their budget for marketing

Future Outlook

“Survive the Recession by Preparing for the Recovery”

- Meetings and Conferences - Global Market Growth

Meetings and Conferences

The Meetings, Events and Conferences Industry Will Need to Focus its Message and Streamline its Activities. Key Drivers for Success will be:

- Flexibility in Program Offerings - Value Creation i.e Enhance the

Member Experience and Promote Connectivity

- Cost Savings - Explore Innovative Pricing Options - Involve the Exhibitors at Every

Level

Developing and Executing a Global Market Growth Strategy

Market Analysis - Research Needs to be Collected from

CustomersProduct Management - Input from local Experts in Adapting Product or

ServiceMembership - Involve Local Leaders to Create Local ActivitiesCommunications/Marketing Plan - Make the Findings/Information Relevant to

Local AudiencesMeetings - Select Partners with Solid Local Knowledge

and Expertise in Multiple Business AreasMeeting the needs of the membership remain a critical element in the future success of any association regardless of economic the environment.

Conclusions – Significant Changes More $ to electronic materials, less to printMore non-MLS, fewer MLS &

paraprofessional. Fewer special librarians every year

Fewer meeting attendees and association members

Reduced revenue = budget cuts and hiring freezes

Member recruitment and retention becomes critical for associations

Conclusions – Assumptions for FutureMany strategies to deal with budget shortfalls

(i.e. no single solution)Electronic resources will continue to gain in

importance

Conclusions - Critical UncertaintiesFunding