determining & communicating value joe matthews internet librarian 2006
TRANSCRIPT
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Determining & Communicating Value
Joe MatthewsInternet Librarian 2006
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Adding Value
• Ease of use• Noise reduction• Quality• Adaptability• Time savings• Cost savings
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Why Demonstrate Value?
• Show the library’s contribution to meeting the organization’s goals and objectives
• Show accountability
• Advocacy and marketing tool
• Be proactive
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To Show Your Value
• Address the priorities of the whole organization
• Demonstrate how the library furthers the goals of the organization
• Use their jargon
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Evaluation Model
Resources Capability Utilization Impact or Effect
Input Measures
Process Measures
Output Measures
Outcomes
Individual Organization or
Community
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To demonstrate value we
must focus on
OUTCOMES
Answer the question:
“Are we doing the right things?”
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• Outcome – the consequence, practical result, or effect of an event or activity
• Impact – the effect of one person, thing, action, or service on another
• Value – the importance of something, the perception of actual or potential benefit
• Benefit – the helpful or useful effect that a thing or service has
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Taxonomy of Results
• COGNITIVE results• AFFECTIVE results• ACCOMPLISHMENTS
in relation to tasks• EXPECTATIONS met• TIME aspects• MONEY estimates
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Academic Libraries
• A considerable proportion of all students borrow no materials from the library
• A small proportion of students are responsible for a majority of borrowed materials
• Assigned readings and course-related readings (reserves) accounts for the majority of circulation
• The amount of borrowing varies by discipline or field of study
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Academic Libraries
• The studies do not control for student abilities and typically rely on a single measure of use and success
• Studies that rely on self-evaluation of success may not be an accurate assessment of library skills
• The correlation between library use and academic achievement is weak at best (and, in most cases, not statistically significant).
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Academic Library Outcomes
Does the use of library resources & services:
• Assist students achieve academic success?
• Assist faculty improve their teaching
• Assist scientists in their research?
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School Libraries
Schools with stronger school
library programs average
10-20% higher test scores
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Strong School Libraries
• Have more professional & support staff
• Provide more computers• Spend more on licensed
databases• Participate more in
resource sharing
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Strong School Libraries
• Visited more by students• Have flexible scheduling• More librarian/teacher
collaboration• Current collections which
are used more heavily
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Message for School Librarians
Start talking to other educators
and policy makers
(the principal) on their terms
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Public Libraries
• Traditional functions – reading & literacy, providing access to information & leisure reading, and education
• Social & caring roles – personal development, community empowerment & learning, local image, and social cohesion
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Public Libraries
• Equity – providing services and technologies to bridge the inequalities between groups within the community
• Economic impact – business & employment information, training opportunities, “multiplier effect” on local economy
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Public Library Social Benefits
• Use of leisure time• Informed personal decisions• Literacy• Support of Education
– Preschoolers & young children– Teenagers– Adults
• Local History & Genealogy
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Public Library Social Benefits
• Access to technology• Technology training• Library as Place• Community Awareness• Support for a democratic
society
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Public Library Economic Benefits
For the Individual• Savings from sharing
rather than buying materials
• Information for personal investors
• Technology access• Health information• Employment information
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Public Library Economic Benefits
For Local Business
• Business & Career Information
• Economic Development
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Public Library Economic Benefits
For the Local Community
• Library as employer• Purchase of goods &
services• Library as destination• Attracting commercial &
industrial development
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Public Library Economic Benefits
Cost-Benefit Analysis
Contingent valuation methodology“What would you pay if the service is not available?”Willingness to accept – tax cut to close the library
St. Louis Public Library4:1 to 12:1
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Public Library Economic Benefits
Cost-Benefit Analysis
• Carnegie Library of Pittsburgh– 2+ million visitors– 3:1 ratio
• Phoenix Public Library– 10:1 ratio
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Public Library Economic Benefits
Cost-Benefit Analysis
• State of Florida– 68.3 million visitors– 6.54:1 ratio
• State of South Carolina– 4.48:1 ratio
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Public Library Economic Benefits
Service Price Amount of Use
Value
Children's books
$10 100,000 $1,000,000
Adult books
$20 100,000 $2,000,000
DVD’s $15 150,000 $2,225,000
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Special Libraries
Transform the perception of
the library into a recognized
organizational asset that
affects the bottom line!
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Special Library Benefits
Accomplishments
• Hospitals Quinn & Rogers, Marshall
– Reduced length of stay– Avoided surgery– Avoided additional tests– Changed advice/diagnosis
• Banking Marshall
– Better decisions, reduced risk– Saved time
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Special Library Benefits
Accomplishments
• Government Marshall
– Meet deadlines– Improved plans & policies
• All organizations – improved productivity Koenig
– Greater openness to information– Greater use of information
services
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Special Library Benefits
• Saving Time
– Substitution of professionals time– Time spent reading Griffiths & King
– Current awareness bulletin9:1 ratio Harris & Marshall
– Saved 14 hours per project Outsell 2001 survey
– Reduced product development time
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Special Library Benefits
Cost Aspects
• Relative Value ApproachUse alternate source in lieu of library $5,010 vs. $1,700 per professional Griffiths & King
• Consequential Value Approach– Reduce costs– Increase revenues
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Special Library Benefits
• Consequential Value Approach
– Saved $2,500 per project– Increased revenues per sale
of $85,000– Identified new sales valued at
$131,000
Outsell 2001 survey
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Special Library Benefits
Return on Investment
• Benefit-cost ratios range from 16:1 to 3:1Griffiths & King, Tenopir & King, Portugal
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Action Plan
• Know your audience
• Determine your value
• Communicate your value by focusing on benefits
• Use their jargon!
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Resources
Joseph R. Matthews. The Bottom Line. Determining & Communicating the Value of the Special Library. Libraries Unlimited, 2002.
Joseph R. Matthews. Measuring for Results: The Dimensions of Public Library Effectiveness. Libraries Unlimited, 2004.
Joseph R. Matthews. Institutional and Library Assessment In Higher Education. Libraries Unlimited, forthcoming.