advocating for libraries using campaign techniques

Advocacy Activism

CALM Panel #ala2013

Using tips from the best political campaigns to activate citizen support

for library funding

@everylibrary

Building voter support for libraries

John ChrastkaExecutive DirectorEveryLibrary

About EveryLibrary

Founded on the fact that libraries, as public entities, cannot expend their own funds to do electioneering.

Associations, as 501c3 organizations, cannot engage in GOTV speech.


@everylibrary

About EveryLibrary

Set up as a 501c4 Social Welfare Organization chartered to support local library ballot measures like bonds, referendum, levies, and mills.

Includes support for legislation that impacts the ability of libraries to function as districts.


@everylibrary@everylibrary

Voter Attitudes About Libraries

● Users vs. Non-Users● Progressives vs. Conservatives

● Any Tax is a Bad Tax

● Nothing Impacts More than their Perception of the Librarian or the Library as Institution


@everylibrary

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.


@everylibrary

1. A Reason to Vote2. Mobilized3. Personal Contact with Candidate or Issue4. Culture/Tradition/Habit of Voting5. Trust in Government (pro or con)6. Decided to Vote7. Weather/Access to Polls

What Activates Voters?


@everylibrary

Voter Attitudes

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

Non-Users or Never-Users can be activated for your institution.

Non


@everylibrary

1. An Identified Need 2. Personal Motivation3. Experience of the Issue 4. Prior Success as an Advocate5. Institutional Reputation6. Made a Pledge7. Ease of Access to Advocacy Tools

What Activates Advocates?


@everylibrary

ADVOCATES:

1. An Identified Need 2. Personal Motivation3. Experience of the Issue4. Prior Success as an Advocate5. Institutional Reputation6. Made a Pledge7. Ease of Access to Advocacy

Tools

Activate Their Influences


VOTERS:

1. A Reason to Vote2. Mobilization 3. Personal Contact with Candidate4. Culture/Tradition/Habit of Voting5. Trust in Government (pro or con)6. Decided to Vote7. Weather/Access to Polls

@everylibrary

The Institution as:

● Educational Partner● Economic Development Engine● Social Leveler

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

Messaging That Works


@everylibrary

The Institution as Incubator

● Businesses● The Arts● Community Identity

● The Institution as Local Leverage ● Budget● Grants ● Tech

Messaging That Works


@everylibrary

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

What Doesn't Work


@everylibrary

How Do We Activate Them for Your Institution?

Run it like a Campaign

Ground Game

Endorsements

Coalition Building

Actively Ask

Fin


@everylibrary

Know Your Allies

Educational Partners

Social Welfare and Religious Partners

Governmental Partners

Civic Partners

Business Partners

Politicians


@everylibrary

The closest person to the stakeholder

The professional

The representative of the institution

Who Delivers the Message?


@everylibrary

1. Walking*

Phoning*

2. Events

Social and Web

3. Signs

Mailers

Ways that Campaigns Reach Voters


@everylibrary

Techniques that Work

Get Out and Walk

1.

Embedded LAM

Volunteer Brigade

Mini LAMs


@everylibrary

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

Walk Your Precinct

Community Assessment Survey

Strategic Planning

New Resident Visits

Library Card Sign Up

Str


@everylibrary

In Every Case...


● Walk your Precinct

● Actively Engage

● Answer Challenges with Legitimacy

@everylibrary

Thank You

www.everylibrary.org

@everylibrary

facebook.com/everylibrary

everylibrary.tumblr.com


John ChrastkaExecutive [email protected]

mailto:[email protected]

mailto:[email protected]