Every budget is a referendum

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]

mailto:[email protected]


Voter Education Challenge

Extends to “Voter Influence” on

● Town/City Councils● State Legislators● Federal Funding Issues


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?


Why Talk Politics and Libraries?


● Only 37% of likely voters say they will

definitely support libraries at the ballot box.1

1. OCLC From Awareness to Funding, 2008

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.


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


Why Talk Politics and 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

Voter Attitudes

Nothing Impacts Voter Attitude about Libraries More than their Perception of the Librarian and the Library as an Institution


Inbound Service Model

Libraries are generally Inbound Service Models

Inbound Service Models Create Inbound Advocacy Models

Building voter support for libraries@everylibrary

Informational Campaign – “Please Vote”

● Planning● Know your limits● Marketing and Awareness

Vote Yes Campaign – “Vote Yes”

● Planning● Filing● Awareness and GOTV

Types of Campaigns


Informational or “Vote Yes” Campaigns:

● 1. Walking*● Phoning*

● 2. Events● Social and Web

● 3. Signs ● Mailers

Ways that Campaigns Reach Voters


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


Know Your Allies

Inventory Your Allies:

1. Educational Partners2. Social Welfare and Religious Partners3. Governmental Partners4. Civic Partners5. Business Partners6. Politicians


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


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


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


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


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


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]


The Library as:

● Educational Partner● Economic Development Engine● Social Leveler

● Connect with Changing Technology● Legitimacy as Institution● Trust in the Librarian

Messaging That Works


The Library as Incubator

● Businesses● The Arts● Community Identity

● The Library as Governmental Leverage ● Budget● Grants ● Tech

Messaging That Works


● Demands for Services● Entreaties from Patrons/Customers● Appeals about Effectiveness ● Perceptions of Service● Whining

What Doesn't Work


@everylibrary

In Every Case...


● Walk your Precinct

● Actively say “Vote, Please” or “Vote Yes”

● Answer Challenges with Legitimacy

@everylibrary

Thank You

www.everylibrary.org

@everylibrary

facebook.com/everylibrary

everylibrary.tumblr.com


John ChrastkaExecutive [email protected]

