Building Voter Support for Libraries - EveryLibrary's Mission
Building Voter Support for
Your Library
New Jersey Library Trustees Institute
Building voter support for libraries
John Chrastka
Executive Director
john.chrastka@everylibrary.org
About EveryLibrary
Set up as a 501c4 Social Welfare Organization
chartered to support local library ballot
measures like bonds, referendum, par
cel taxes,
levies and mills.
Includes our support for legislation that
impacts the ability of libraries to function as
districts.
Building voter support for libraries
About EveryLibrary
EveryLibrary works
with Info-Only and Vote YES
campaigns
●
Pre-planning and polling
●
Technical assistance with campaigns
●
Staff, Trustee and Friends roles
●
Timing issues in the public trust
Building voter support for libraries
D
a
t
a
t
h
a
t
F
r
a
m
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s
O
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D
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s
“From Awareness to Funding” says…
Building voter support for libraries
C
i
v
i
c
A
t
t
i
t
u
d
e
s
●
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
#everylibrary
Voter Attitudes
Nationwide, of all voters:
37% will Definitely vote yes for the library
37% will Probably vote yes for the library
26% will Probably or Definitely vote no or
may vote either way.
Building voter support for libraries
Why Talk Politics and Libraries?
Building voter support for libraries
Your funders - elected officials - listen to voters.
When o
nly 37% of likely voters say they will
definitely
support libraries at the ballot box
it is
necessary for you to become active.
W
h
o
S
u
p
p
o
r
t
s
L
i
b
r
a
r
i
e
s
?
“From Awareness to Funding” says…
Library Use Does Not Matter
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
Building voter support for libraries
Library as Transformative Force
[T]
he library is not perceived as just a provider of practical
answers and information; the most committed supporters
hold the belief that the library is a transformational force.
- OCLC "From Awareness to Funding" p. 7-4
Building voter support for libraries
Attitude - Not Demographics
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.
- OCLC "From Awareness to Funding" p. 7-3
Building voter support for libraries
Building voter support for libraries
Why Libraries Lose
●
The day of the vote is the first time enough people
see the budget
●
Zero-Sum Games
●
Any tax is a bad tax
#everylibrary
They
recognize the value of a ‘passionate librarian’ as a
true advocate for lifelong learning.
Building voter support for libraries
W
h
a
t
A
c
t
i
v
a
t
e
s
V
o
t
e
r
s
?
Seven Factors:
A Reason to Vote
Mobilized
Personal Contact with Candidate or Issue*
Culture/Tradition/Habit of Voting*
Trust in Government
Decided to Vote
Weather/Access to Polls
Building voter support for libraries
1.
An Identified Need
2.
Personal Motivation
3.
Experience of the Issue*
4.
Prior Success as an Advocate*
5.
Institutional Reputation
6.
Made a Pledge
7.
Ease of Access to Advocacy Tools
What
Activates
Advocates?
Building voter support for libraries
ADVOCATES:
1.
An Identified Need
2.
Personal Motivation
3.
Experience of the Issue*
4.
Prior Success as Advocate*
5.
Institutional Reputation
6.
Made a Pledge
7.
Ease of Access to Tools
Activate
in Either Context
Building voter support for libraries
VOTERS:
1.
A Reason to Vote
2.
Mobilization
3.
Personal Contact with Candidate*
4.
Culture/Tradition/Habit of Voting*
5.
Trust in Government (pro or con)
6.
Decided to Vote
7.
Weather/Access to Polls
W
h
a
t
A
c
t
i
v
a
t
e
s
P
e
o
p
l
e
f
o
r
t
h
e
L
i
b
r
a
r
y
?
#1 - Nothing Impacts Behavior More than their
Perception of the Librarian and the Library as
Institution.
#2 - Awareness that there is a Measure
on the ballot
or a Budget Issue at stake
Building voter support for libraries
W
h
a
t
A
c
t
i
v
a
t
e
s
V
o
t
e
r
s
f
o
r
t
h
e
L
i
b
r
a
r
y
?
The Librarian is the
“
Candidate
”
The Library is the
“
Incumbent
”
You are their Representative
Building voter support for libraries
#everylibrary
Building voter support for libraries
Our Next Big Question?
How do we e
xtend
our influence to
:
●
Town/City/County
Budgets
●
State Legislators
Federal Funding
and Regulatory
Funders and Grantmakers
Building voter support for libraries
Run it like a Campaign...
B
u
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l
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t
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e
C
o
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A
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E
n
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o
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Early contact is the difference
I
n
v
e
n
t
o
r
y
Y
o
u
r
A
l
l
i
e
s
1.
Educational Partners
2.
Social Welfare and Religious Partners
3.
Governmental Partners
4.
Civic Partners
5.
Business Partners
6.
Politicians
7.
Media
Building voter support for libraries
#everylibrary
I
n
v
e
n
t
o
r
y
Y
o
u
r
A
l
l
i
e
s
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
I
n
v
e
n
t
o
r
y
Y
o
u
r
A
l
l
i
e
s
7. Media
Local Print, Radio and TV
Bloggers
Social Media Engagement
Key Messaging is always your campaign themes and
talking points
Building voter support for libraries
B
u
i
l
d
t
h
e
C
o
a
l
i
t
i
o
n
●
Your allies…
●
Become
your endorsers
●
Become
your funders
●
Become
your volunteers
●
The person who asks is the individual
“closest to” the potential endorser.
●
Ask early. Ask often.
●
Plan to Publicize
Building voter support for libraries
I
n
v
e
n
t
o
r
y
Y
o
u
r
E
c
o
s
y
s
t
e
m
1.
Who else is on the ballot / before the body?
2.
Who is your champion on the council?
3.
Who is your opposition…?
4.
What do they want?
1.
What are your potential asks?
Building voter support for libraries
#everylibrary
I
n
v
e
n
t
o
r
y
Y
o
u
r
E
c
o
s
y
s
t
e
m
1.
Who else is on the ballot / before the body?
2.
Who is your champion on the council?
3.
Who is your opposition…?
4.
What do they want?
1.
What are your potential asks?
1.
If you are not ‘at risk’ this season, who is?
Building voter support for libraries
#everylibrary
M
e
s
s
a
g
i
n
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t
h
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t
W
o
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k
s
The Library as….
To Library Users:
●
“As you know...”
●
Personal Value Proposition
●
Value for Other
●
Activation
for the library
To Non-Users:
●
“
As you can imagine
...”
●
Value to/for “
the o
ther”
●
Satisfaction
/Activation
R
e
m
e
m
b
e
r
–
“
U
s
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S
t
a
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”
D
o
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s
N
o
t
M
a
t
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r
Building voter support for libraries
Data is a “Good Economy” Ask
Stories are a “Bad Economy” Ask
Perception Drives the Answer in Either Case
D
a
t
a
v
.
S
t
o
r
i
e
s
Building voter support for libraries
The Library as…
●
Educational Partner
●
Economic Development Engine
●
Social Leveler
●
Place of Discovery
●
Personal Refuge
V
o
t
e
r
S
e
e
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h
e
L
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Building voter support for libraries
“
T
r
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n
s
f
o
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m
a
t
i
v
e
F
o
r
c
e
”
The Library as Incubator
●
Businesses
●
The Arts
●
Community Identity
The Library as Leverage
●
Retail Anchor
●
Grants and Capacity
●
Access to Tech
Building voter support for libraries
B
u
d
g
e
t
M
e
s
s
a
g
e
F
r
a
m
e
s
We have a plan that...
●
Is basic - needs stability
●
Is aspirational - needs growth
●
Is integral - advances several missions
The community needs the library to….
●
Partner
●
Incubators
●
Leverage
Building voter support for libraries
“
P
e
r
c
e
p
t
i
o
n
o
f
t
h
e
L
i
b
r
a
r
i
a
n
”
Nothing Impacts Voter Behavior More than
T
heir
Perception of the Librarian and the Library as
Institution.
Building voter support for libraries
#everylibrary
“
L
e
t
M
e
T
e
l
l
Y
o
u
A
b
o
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t
M
y
L
i
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r
a
r
y
”
Your own story, your own biography, about why
you serve at the library matters.
What is your best story about helping an
individual or the community ‘change’?
Building voter support for libraries
W
h
a
t
Y
o
u
C
a
n
D
o
S
t
a
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t
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T
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m
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r
r
o
w
Days | Weeks | Months | Years
C
o
m
m
u
n
i
t
y
E
n
g
a
g
e
m
e
n
t
Get the staff out of the library
o
Surveys
o
Programs and
Events
o
Service Delivery
Improve customer service
o
Training and Role Playing
o
Start Spending on Advertising
o
Look at Policies
Building voter support for libraries
T
e
c
h
n
i
q
u
e
s
t
h
a
t
W
o
r
k
Get Out and Walk
Put Librarians in Unusual Spots
Volunteer Library Brigade
Mini Libraries
Library Card Sign Up Month*
Show off your staff on social media
Building voter support for libraries
Y
o
u
r
T
o
D
o
L
i
s
t
:
3 Days: Start spending on LIKES; Show off the staff on
social media
3 Weeks: Set that first new meeting and have two with old
allies
3 Months: Walk a Precinct; Library Card Sign-ups
3 Years: Convene the “Library Coalition of THIS PLACE”
Building voter support for libraries
John Chrastka
EveryLibrary
www.everylibrary.org | facebook/everylibrary
@everylibrary | everylibrary.tumblr.com
john.chrastka@everylibrary.org
Building voter support for libraries
T
h
a
n
k
Y
o
u
EveryLibrary, led by Executive Director John Chrastka, aims to build voter support for libraries through advocacy, campaign assistance, and data-driven strategies. They work to shape civic attitudes, influence voter perceptions, and secure funding for public libraries across the nation.
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John Chrastka Executive Director john.chrastka@everylibrary.org Building voter support for libraries Building Voter Support for Your Library New Jersey Library Trustees Institute
About EveryLibrary Set up as a 501c4 Social Welfare Organization chartered to support local library ballot measures like bonds, referendum, parcel taxes, levies and mills. Includes our support for legislation that impacts the ability of libraries to function as districts. Building voter support for libraries
About EveryLibrary EveryLibrary works with Info-Only and Vote YES campaigns Pre-planning and polling Technical assistance with campaigns Staff, Trustee and Friends roles Timing issues in the public trust Building voter support for libraries
Data that Frames Our Discussions From Awareness to Funding says
Civic Attitudes 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 #everylibrary Building voter support for libraries
Voter Attitudes Nationwide, of all voters: 37% will Definitely vote yes for the library 37% will Probably vote yes for the library 26% will Probably or Definitely vote no or may vote either way. Building voter support for libraries
Why Talk Politics and Libraries? Your funders - elected officials - listen to voters. When only 37% of likely voters say they will definitely support libraries at the ballot box it is necessary for you to become active. Building voter support for libraries
Who Supports Libraries? From Awareness to Funding says
Library Use Does Not Matter 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 Building voter support for libraries
Library as Transformative Force [T]he library is not perceived as just a provider of practical answers and information; the most committed supporters hold the belief that the library is a transformational force. - OCLC "From Awareness to Funding" p. 7-4 Building voter support for libraries
Attitude - Not Demographics The factors that determine residents willingness to increase their taxes to support their local library are their perceptions and attitudes about the library and the librarian. - OCLC "From Awareness to Funding" p. 7-3 Building voter support for libraries
Why Libraries Lose The day of the vote is the first time enough people see the budget Zero-Sum Games Any tax is a bad tax #everylibrary Building voter support for libraries
They recognize the value of a passionate librarian as a true advocate for lifelong learning. Building voter support for libraries
What Activates Voters? Seven Factors: A Reason to Vote Mobilized Personal Contact with Candidate or Issue* Culture/Tradition/Habit of Voting* Trust in Government Decided to Vote Weather/Access to Polls Building voter support for libraries
What Activates Advocates? 1. An Identified Need 2. Personal Motivation 3. Experience of the Issue* 4. Prior Success as an Advocate* 5. Institutional Reputation 6. Made a Pledge 7. Ease of Access to Advocacy Tools Building voter support for libraries
Activate in Either Context VOTERS: ADVOCATES: 1. An Identified Need 1. A Reason to Vote 2. Personal Motivation 2. Mobilization 3. Experience of the Issue* 3. Personal Contact with Candidate* 4. Prior Success as Advocate* 4. Culture/Tradition/Habit of Voting* 5. Institutional Reputation 5. Trust in Government (pro or con) 6. Made a Pledge 6. Decided to Vote 7. Ease of Access to Tools 7. Weather/Access to Polls Building voter support for libraries
What Activates People for the Library? #1 - Nothing Impacts Behavior More than their Perception of the Librarian and the Library as Institution. #2 - Awareness that there is a Measure on the ballot or a Budget Issue at stake Building voter support for libraries
What Activates Voters for the Library? The Librarian is the Candidate The Library is the Incumbent You are their Representative #everylibrary Building voter support for libraries
Our Next Big Question? How do we extend our influence to: Town/City/County Budgets State Legislators Federal Funding and Regulatory Funders and Grantmakers Building voter support for libraries
Build the Coalition Run it like a Campaign... Building voter support for libraries
Allies and Endorsers Early contact is the difference
Inventory Your Allies 1. Educational Partners 2. Social Welfare and Religious Partners 3. Governmental Partners 4. Civic Partners 5. Business Partners 6. Politicians 7. Media #everylibrary Building voter support for libraries
Inventory 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
Inventory Your Allies 7. Media Local Print, Radio and TV Bloggers Social Media Engagement Key Messaging is always your campaign themes and talking points Building voter support for libraries
Build the Coalition Your allies Become your endorsers Become your funders Become your volunteers The person who asks is the individual closest to the potential endorser. Ask early. Ask often. Plan to Publicize Building voter support for libraries
Inventory Your Ecosystem 1. Who else is on the ballot / before the body? 2. Who is your champion on the council? 3. Who is your opposition ? 4. What do they want? 1. What are your potential asks? #everylibrary Building voter support for libraries
Inventory Your Ecosystem 1. Who else is on the ballot / before the body? 2. Who is your champion on the council? 3. Who is your opposition ? 4. What do they want? 1. What are your potential asks? 1. If you are not at risk this season, who is? #everylibrary Building voter support for libraries
Messaging that Works The Library as .
Remember User Status Does Not Matter To Library Users: As you know... Personal Value Proposition Value for Other Activation for the library To Non-Users: As you can imagine... Value to/for the other Satisfaction/Activation Building voter support for libraries
Data v. Stories Data is a Good Economy Ask Stories are a Bad Economy Ask Perception Drives the Answer in Either Case Building voter support for libraries
Voter See the Library as a Transformative Force The Library as Educational Partner Economic Development Engine Social Leveler Place of Discovery Personal Refuge Building voter support for libraries
Transformative Force The Library as Incubator Businesses The Arts Community Identity The Library as Leverage Retail Anchor Grants and Capacity Access to Tech Building voter support for libraries
Budget Message Frames We have a plan that... Is basic - needs stability Is aspirational - needs growth Is integral - advances several missions The community needs the library to . Partner Incubators Leverage Building voter support for libraries
Perception of the Librarian Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution. #everylibrary Building voter support for libraries
Let Me Tell You About My Library Your own story, your own biography, about why you serve at the library matters. What is your best story about helping an individual or the community change ? Building voter support for libraries
What You Can Do Starting Tomorrow Days | Weeks | Months | Years
Community Engagement Get the staff out of the library o Surveys o Programs and Events o Service Delivery Improve customer service o Training and Role Playing o Start Spending on Advertising o Look at Policies Building voter support for libraries
Techniques that Work Get Out and Walk Put Librarians in Unusual Spots Volunteer Library Brigade Mini Libraries Library Card Sign Up Month* Show off your staff on social media Building voter support for libraries
Your To Do List: 3 Days: Start spending on LIKES; Show off the staff on social media 3 Weeks: Set that first new meeting and have two with old allies 3 Months: Walk a Precinct; Library Card Sign-ups 3 Years: Convene the Library Coalition of THIS PLACE Building voter support for libraries
Thank You John Chrastka EveryLibrary www.everylibrary.org | facebook/everylibrary @everylibrary | everylibrary.tumblr.com john.chrastka@everylibrary.org Building voter support for libraries
