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Statewide Public Libraries Advocacy StrategyApril 2018
1. About the ADVOCATE Project2. Consultation findings3. Building the strategy4. Training and skills development5. How to get involved
Today’s agenda
Program overview: ADVOCATE 2017 - 2020
In July 2016 Victoria’s public library managers decided it was time to get better at influencing public library policy and funding.
P–3
• Statewide public libraries advocacy strategy • Statewide public library advocacy campaign
inspired by the ALA’s Libraries Transform campaign (mid 2018 – mid 2020)
• Skills development (mid 2018 – mid 2020)• $1 million approx. budget over 3 years
Governance: ADVOCATE Program 2017 - 2020
State Library staff Debra Rosenfeldt, Manager, Public Libraries Division
Robyn Ellard, Senior Program Manager, Public
Libraries division
Library Board of Victoria AdvisoryCommittee on Public Libraries
ADVOCATE Program workgroup of senior public library managers
Chris Buckingham CEO, Casey-Cardinia Yvette Parker Manager, Glenelg Michael Scholtes CEO, Corangamite Sally Both CEO, Whitehorse Manningham Kevin Preece CEO, Goulburn Valley RLC Susan Thomson Coordinator, Greater Dandenong Patti Manolis CEO, Geelong RLC Ann Twyford CEO, Wimmera RLC Leanne Williams CEO, West Gippsland RLC Vanessa Schernickau Director, Port Phillip
Plus Joseph Cullen, CEO Eastern Regional Libraries
Consultation insights
• Breadth, depth and quality of library services
• Unique nature of libraries• Early years literacy• Libraries’ role in providing adult literacy
support• Operational and infrastructure funding
challenges• Perception (and frustration) the wider
community and funders do not understand the work or value of modern libraries
• Concern about rate capping
Consultation Part 1: Workshops
• Cost shifting• Regional and rural libraries – fighting to
sustain services where populations might be dwindling
• Challenge of upskilling and training staff• Importance of libraries in a ‘fake news’ era• View the campaign needs to be aligned
with council objectives• The need for strong centralised campaign
support
• Important to communities• Inadequate funding• Campaign tools• Skills to enhance/develop
Consultation Part 2: Survey
19%
18%
31%
34%
64%
70%
70%
78%
76%
90%
80%
95%
37%
43%
41%
40%
27%
24%
24%
19%
21%
7%
17%
4%
56%
61%
72%
74%
91%
94%
94%
97%
97%
97%
97%
99%
Help to prepare a resume
A place to go to be creative
A place to connect to government services
Support for adult literacy
Universal, equitable access to information
A place to go to feel part of a community, social inclusion
Space to study
Safe place to visit
Access to the collection
Support for early literacy e.g. story time
Help to use technology
Free access to internet
Very Important Important
What does your community value most from your library service?Total = 374
Access to internet and support for early literacy are the most important for the community
WHAT DOES YOUR COMMUNITY VALUE MOST?TOTAL
A place to go to becreative
Help to prepare aresume
A place to connect togovernment services
Support for adult literacy
Universal, equitableaccess to information
A place to go to feelpart of a community,
social inclusionSpace to study
Access to the collection
Safe place to visit
Help to use technology
Support for early literacye.g. story time
Free access to internet
Melbourne Metro
Interface
Regional Cities
Other Regional
Total
What does your community value most from your library service?Melbourne Metro = 165; Interface = 80; Regional Cities = 78; Other Regional = 48
Other regional/rural areas feel it is very important that the library is a place to be creative and supports adult literacy when compared to all regions.
SERVICES RATED “VERY IMPORTANT”REGION SPLITS
3 in 4 managers and team leaders feel the level of funding support for their library does NOT meet the needs of the community.
LEVEL OF FUNDINGMANAGERS & TEAM LEADERS
Does the current level of funding support a library service that meets the needs of your community?In what ways has the funding situation affected your library service?
Total = 67
No75%
Don't know
9%
Yes16%
16%
16%
22%
24%
36%
38%
42%
58%
62%
70%
76%
Other (please specify)
Reduced hours
Reduced patronage
Cuts to services
Reduced services
Reduced quality and breadth ofcollections
Insufficient eCollections and digitalresources
Increased staff stress, family impacts
Inadequate technology
Increased workload
Inadequate space for patrons andactivities, technology
Meet needs of community Effects on library service
59%
81%
66%
54%
49%
14%
2%
10%
15%
23%
27%
17%
24%
31%
28%
Total
Other Regional/Rural
Regional Cities
Melbourne Metro
Interface
No Yes Don’t know
Does the current level of funding support a library service that meets the needs of your community?Melbourne Metro = 165; Interface = 80; Regional Cities = 78; Other Regional = 48
Regional/Rural areas feel that the current level of funding does NOT support the library to meet the needs of their community more so than metro areas
LEVEL OF FUNDINGREGION SPLITS
Reduced patronage
Other (please specify)
Reduced hours
Cuts to services
Reduced quality andbreadth of collections
Reduced servicesInsufficient eCollectionsand digital resources
Increased staff stress,family impacts
Inadequate technology
Inadequate space forpatrons and activities,
technology
Increased workload
Melbourne Metro
Interface
Regional Cities
Other Regional
Total
In what ways has the funding situation affected your library service?Melbourne Metro = 89; Interface = 39; Regional Cities = 51; Other Regional = 39
Cuts and reduction of services and insufficient digital resources in regional areas
IMPACT OF FUNDING ON LIBRARY SERVICEREGION SPLITS
22%22%26%27%31%
37%37%41%39%37%41%44%
40%46%
42%50%52%54%
32%33%
34%39%
37%34%34%
31%33%39%
36%33%
37%31%37%
29%31%28%
54%55%
61%66%68%
71%71%72%72%
76%76%77%77%77%78%79%
83%83%
Signs to sit on tables (table tents)
Postcards
Advice or training for media interviews
Draft opinion piece for media
Draft media release
Window signage
Bookmarks
Largescale banners for use outside
Infographics
Posters
Web banners
A campaign website with information for library staff
Key messages
Fact sheet about the value of all libraries
Information about how to run an event to support the…
Fact sheet about the value of your library
Social media templates and posts
Video for social media engagement
Very useful UsefulHow useful would they be to you?
Total = 374
Over 50% say that video for social media and social media templates and posts are very important as campaign tools
USEFULNESS OF CAMPAIGN TOOLSTOTAL
12%
11%
9%
7%
7%
7%
81%
82%
84%
Advice on how to develop a social media strategy
Advice on how to plan a campaign
Template strategy or action plan
Not useful Don't know Useful
How useful would the following tools be to assist you to develop your own campaign or action plan to achieve a goal for your library?Total = 374
It is clear that any advice or tools to assist with promoting their library is highly useful and important
USEFUL TOOLS FOR DEVELOPING YOUR OWN CAMPAIGNTOTAL
The ability to create action plans for campaigns are the most needed skills to be developed.
SKILLS TO ENHANCE OR DEVELOPTOTAL
Are there any skills that you would like to enhance or develop?Total = 374
7%
39%
41%
48%
52%
55%
55%
61%
Other (open ended)
How to engage with media
Understanding political processes
Corporate story-telling
Developing business cases and grant submissions
How to identify and influence decision-makers in yourcommunity
Social media strategy development and use
How to build an advocacy campaign or action plan toachieve a goal for your library service
Building the strategy
Library staff:• Share insights and experiences to inform advocacy work• Actively raise awareness of the value and benefits of public libraries • Become even more effective advocates through professional development
Politicians:• Funding • Policy influence in arts, health and education
Community:• Support extra funding • Help raise awareness of what libraries do by sharing stories and data
Target audiences:
1. Victorian public library operational funding
2. Expanding the Living Libraries Infrastructure Program
3. Support for early years literacy and STEM programs
Election topics:
• Libraries change lives• Every dollar spent on a public library delivers four times its value• Libraries support all kinds of literacy, at every stage of life• Today’s libraries are vibrant community hubs offering social interaction, digital
connection and rich cultural experiences• Libraries are safe community spaces where everyone is welcome• Libraries offer universal access to information, services and devices and it’s all free
– free access to books, WiFi, computers, literacy support, e-resources and more• Today’s libraries are about programs as much as the physical collection. They are
places where people come together to learn, create and connect
Key messages
Campaign tools and tactics
Campaign brand Champions
Campaign website/web pages Social media
Activity calendar and eDM update to staff
Professional development plan
Election platform Partner identification
Political engagement program Competitions
‘Libraries Change Lives’Example: When 1 in 7.5 Victorian households don’t have internet access, Libraries Change Lives
Training and skills development
Proposed professional development plan:
• PLVN executive support on government engagement• Training for internal staff champions• Advocacy campaign planning• Social media strategy development• How to identify and influence decision makers• Grants and submission writing
Training and skills development
Get involved: • Each service will be asked to nominate an internal champion to support
the campaign • Champions will be trained to contribute to advocacy efforts• Every service can take part through events, media, social media• The campaign will be centrally managed so it’s easy for everyone to
support
Your role
cprcomm.com.au Harley House, Level 5, 71 Collins Street MELBOURNE
Thank you
