flacon2016 "librarian as candidate" 2 march 16

The Librarian as Candidate#FLACON2016

John Chrastka@mrchrastka | @everylibrary

Building voter support for libraries

● First Nationwide PAC for Libraries

● Set up as a c4 rather than a c3

● 33 Campaigns to date 25 wins

● $64.4 million in stable tax funding

● Pro Bono Approach

● Negotiation and Lobbying Support for funding

● Over 50 trainings - from individual libraries to state assoc and agencies

● #votelibraries 2016

● The Political Librarian

● everylibrary.org - professional facingvotelibraries.org - public facingaction.everylibrary.org - petitions and events

Voter Data that Frames Our Discussion

“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


Voter AttitudesNationwide, of all voters:

37% will Definitely vote yes for the library37% will Probably vote yes for the library

26% will Probably or Definitely vote no or may vote either way.


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


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.



Attitude - Not DemographicsA crucial and somewhat unexpected finding from the segmentation analysis

was that demographics and lifestage were not important constructs in the library supporter segmentation. In fact, demographics are irrelevant to library funding support. 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, not their age, gender, education level or household income. Library funding support is an attitude, not a demographic.



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.



What Activates Voters for a Library Measure?

● Is the reason for the tax - and process to get there - legitimate?

● Is there a difference between Plan A and Plan B?

● Where is my money going? and

Who is spending my money?

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 PollsBuilding voter support for libraries

What Activates Voters for a Library Measure?

The Librarian is the Candidate

The Library is the Incumbent

Library = Librarians + Community


How Candidates “Surface”● Write the book● Tell their story● Be seen as an expert● Start an Exploratory Team● Get endorsed● Launch their Campaign

What is Your Book?Strategic Plan

Management Plan

Service/Programs/Collections Plan

Fundraising Goals

Financials and FiduciaryBuilding voter support for libraries

Voters as Constituentsand

Advocates as Lobbyist


Build Infrastructure Before You Need It1. Start talking about your plans2. Introduce staff to the public3. Drink more coffee (meetings)4. Ask people to join you5. Spend money to get Likes6. Sign folks up for emailing lists7. Continually educate your stakeholders

Introduce Staff to the Public

● Humanize your social media

● Walk your neighborhoodso Library Card Signups

door to dooro Surveys door to door

● Look past job titles

Drink More Coffee w/ People

I Like what you’re doing --->

I Support what you are doing --->

I Want to identify us with what you are doing.

Drink More Coffee w/ Partners1. Educational Partners2. Social Welfare and Religious Partners3. Governmental Partners4. Civic Partners5. Business Partners6. Politicians 7. Media


#everylibrary

Asking people to join you● Involved in their communities

● Library’s importance to a child’s

education

● See the library as a noble place

● Library as a vital community

resource to be supported

● Value a ‘passionate librarian’


Limits to their LoveThey will not ‘go’ without your permission.

They will stand with you. But they won’t stand long without you.

You don’t want them to stand alone. They start to wander.

Infrastructure….Spend money to get Likes

-Likes are the gateway to effective, cheap, and locally relevant advertising on social media

Sign folks up for emailing lists

- Email is the gateway to the internet.

Educate Your StakeholdersTell your story. Be the Expert.

Strategic Plan

Management Plan

Service/Programs/Collections Plan

Fundraising Goals

Financials and Fiduciary

Identify leaders with 5 quick questions

Q1. Why is the library important to you, personally?

Q2. What is your favorite reason to use the library?

Q3. Who does the Library serve?

Q4. Why is the library important to those people?

Q5. What will new funding do to serve those communities?


Talking to Politicians about Libraries


Why Talk Politics and Libraries?

Your funders - elected officials - listen to voters.

Not all voters. Their voters.


Florida State Senate District Boundary Map

Florida 12th and 14th Senate Districts

Talking to Politicians about Libraries


Politicians respond to only two things - Money and People. We probably can’t get the money, but the data shows that libraries are well supported by the people. So we definitely get the people.

Your electeds listen to their voters. They will be responsive if you can speak not only to the needs of your community, but also why and how the librarians are a partner in addressing those needs.

Your electeds have an agenda. They can be responsive if your ask aligns with a core reason that they ran for office.

How to Win Over Elected Officials


Guiding Principle: The Haycock Rule

The Haycock Rule

“The rules of advocacy include recognizing that the target warrants respect, that the target makes decisions for his or her own reasons, not ours, and that the most effective advocacy is about connecting agendas (your agenda will be advanced by supporting our request). Advocacy is like banking—you can’t make withdrawals if you have never made any deposits.”

- “A” does stuff for “Z” because “A” wants “Z” to like them

- John does stuff for Patrick not only because John likes Patrick but because John knows that if he doesn’t help Patrick move (again) then Patrick may not like John as much.

“We got it because we asked”


There are a Ton of AsksLegislative Day in Tallahassee March 17 - 18 , 2015

Home Care Association of Floridahttp://www.homecarefla.org/events/EventDetails.aspx?id=596248&group=

Building Officials Association of Floridahttp://boaf.net/default.asp?page=LegislativeDay

Florida League of Citieshttp://www.floridaleagueofcities.com/News.aspx?CNID=13876

Florida Clerks and Comptrollershttp://www.flclerks.com/events/EventDetails.aspx?id=603107&group=

Florida Pharmacy Associationhttp://www.pharmview.com/event/id/501166/Florida-Pharmacist-Legislative-Days-and-Health-Fair.htm

http://www.homecarefla.org/events/EventDetails.aspx?id=596248&group=

http://boaf.net/default.asp?page=LegislativeDay

http://www.floridaleagueofcities.com/News.aspx?CNID=13876

http://www.flclerks.com/events/EventDetails.aspx?id=603107&group=

http://www.pharmview.com/event/id/501166/Florida-Pharmacist-Legislative-Days-and-Health-Fair.htm

But You Need to AskElected officials get a lot of "asks". If we don't ask, we don't get heard. If we are not in line when the line moves, it moves without us. If we're not 'fundable', when the funding comes we're not going to get any.

What makes us fundable?

Do you have the authorization to be in the appropriations?

When can we change the authorizing language


Researching Your ElectedsWhat committees does your elected sit on (policy/budget/approps) that libraries are part of?

What committees does your elected sit on (policy/budget/approps) that libraries have never been in?

What caucuses are your electeds involved in that may not normally look at libraries?

Mapping Your Ask to Elected Officials’ Priorities

GOVERNOR RICK SCOTT’S FLORIDA FIRST BUDGET

FY 2016-2017 Recommended Budget Highlights

The Governor’s total recommendation in the Florida First budget for Fiscal Year 2016-2017 is $79.3 billion. The general revenue portion is $29.3 billion. The general revenue funds available for the FY 2016-2017 budget year increased $1.3 billion from the previous fiscal year, a five percent increase. This increase is an indication that Florida’s economy continues to improve.

The Florida First Budget includes Governor Scott’s priorities to help diversify the economy to make Florida first in job creation by:

1. Cutting over $1 billion in taxes for Florida families and businesses;

2. Making Florida more competitive to help small businesses succeed; and

3. Investing historic funding in K-12 education, State Colleges, and Universities so Florida has the most highly skilled workforce in the world.

(Emphasis in original)

http://www.floridafirstbudget.com/content/current/Overview.htm

http://www.floridafirstbudget.com/content/current/Overview.htm

Mapping Your Ask to Your Electeds’ PrioritiesOur Florida First budget cuts taxes by $1 billion to grow our manufacturing industry and help Florida small businesses while further diversifying the economy. Included in our tax cut proposal is the elimination of the tax on business income for Florida manufacturers and all Florida retailers, which include many small businesses across the state. We are also cutting the tax businesses pay on their commercial leases which unfairly targets small businesses.

The Florida First budget invests in job creators that are on the front lines of diversifying our economy and the creation of jobs. When small businesses keep more of their money as a result of lower taxes, they buy more equipment, spend more on research and marketing, and hire more employees.

http://www.floridafirstbudget.com/HomeFY17.htm


Mapping Your Ask to Your Electeds’ PrioritiesWe know that cutting taxes alone will not be enough to diversify our economy and allow Florida to overtake our number one competitor, Texas, to become first in job creation. That is why I am proposing to create the new Florida Enterprise Fund so we can diversify Florida’s economy, support small business, and compete against Texas.

I know there will be some critics who say we cannot afford to cut taxes by $1 billion while also creating a one-time $250 million trust fund for economic incentives. But, I want to be clear on the numbers. Our state’s economy is growing by over 2.7 percent, which means our state general revenues are up by $1.3 billion.

In fact, total general revenues exceed this year’s recurring budget by $3.4 billion.



Mapping Your Ask to Your Electeds’ PrioritiesWhen I talk to business owners, the number one thing they ask about when considering moving jobs to our state is our education system. If we are going to become first in job growth, Florida must be home to the most talented workforce in the world. That’s why the Florida First budget continues our commitment to providing teachers and students the tools they need to succeed in the classroom and invests historic amounts of funding in our K-12 education system, state colleges and universities.

We are also investing in a competitive grant program at our technical centers because these institutions train students to get a great career with only a year of education. And, we are investing in our teachers by partnering with high-tech businesses across the state to give educators a paid-summer internship so they can bring new industry trends back to the classroom. We want businesses to know that Florida has the most skilled workforce in the world and that we are ready to immediately fill jobs in high-demand fields.



Guiding Principle: Dread Pirate Roberts

“Your brains, his strength, my steel”Electeds are your neighbors. And they have the checkbook.

Present yourself as if you are there to help them accomplish their goals (not the other way around).This is an opportunity to start a relationship (not one off deal)

You are the best expert on 21st century libraries in your community.

You have on-the-ground, actionable intelligence about the neighborhood your elected is representing.


Pro-Tips for Elected OfficialsBe the candidate, again:

● Write the book

● Tell their story

● Be seen as an expert

● Start an Exploratory Team

● Get endorsed

● Launch their Campaign


Pro-Tips for Elected Officials

It is a discussion, not a debate.

Unless you know the elected is actually opposed or is on the record as true friend to libraries, assume they are neutral, interested, and unaware.


Conventional Wisdom Says….

Ask “open ended questions”...

What do you think of libraries?

What can libraries do for you and your position?

What can we (librarians) do to support your work?


Two Key Question for Legislators

1) How do you see libraries fitting into this ordinance/bill?

2) How do you see librarians putting this idea to work in the community?


Making a New Ask

Making a New Ask1. Where does revenue come from in Florida?

2. What are the priorities of my elected officials?

3. What is “regular order” for the lawmaking or rulemaking

body?

4. How can I make this easy for them?

Where does revenue come from in Florida?Gross Receipts

Sales, Use and Excise Tax (stuff you buy, consume, or document)

Severance (Oil & Gas, Minerals)

“Other” (Licenses, titles, insurance, and surcharges)

Corporate Income Tax (5.5% nominal rate)

Local Property Tax

Understanding Regular Order

I. Dates and Statutory Deadlines

II. Rules and Process for participation

III.How the ordinance / bill starts

IV.How the ordinance / bill moves

V. How to amend on the floor

Backroom work still gets it done. Out front is political cover, political pressure, or political affirmation.

Making a “New Ask” Easier

We have developed model language for an ordinance/bill that would address X or Y or Z.

Would you like to see it?


Extending Your Influence


What do candidates know?

● Vision for the community is the key story to tell

● You will either have more money than people, or more people than money

● Elections are won through coalitions

● Endorsements drive legitimacy

● Proxies who to speak for the candidate are necessary


Extending Your InfluenceWhat systems already exist in your community or statewide that align with libraries? Where are your natural partnerships? Who are you regularly frustrated with?

State and Local Systems:

Boards and Commissions

Coalitions of Common Cause

Coalitions of Common Concern

Boards and Commissions Early Learning Councils in Florida

“The [Council] has established a Board of Directors representing all five counties served. This Board brings together the primary agencies in our area that work with children, including the Department of Children and Families, the local school boards, Head Start programs, the Workforce Board, the Board of County Commissioners, the local community college, child care provider representatives, and the private business sector.”

Early Learning Council of NW Florida needs board members:http://www.elcofnwflorida.org/?q=BoardMembership

Community Partners of the Early Learning Coalition of Florida’s Heartland:http://www.elcfloridasheartland.org/about-us/funders-community-partners

http://www.elcofnwflorida.org/?q=BoardMembership

http://www.elcfloridasheartland.org/about-us/funders-community-partners

Maybe Change the Law?1002.83 Early learning coalitions. Sub (4) Each early learning coalition must include the following member positions:

(a) A Department of Children and Families regional administrator or his or her permanent designee who is authorized to make decisions on behalf of the department. (b) A district superintendent of schools or his or her permanent designee who is authorized to make decisions on behalf of the district. (c) A regional workforce board executive director or his or her permanent designee. (d) A county health department director or his or her designee. (e) A children’s services council or juvenile welfare board chair or executive director, if applicable. (f) An agency head of a local licensing agency as defined in s. 402.302, where applicable. (g) A president of a Florida College System institution or his or her permanent designee. (h) One member appointed by a board of county commissioners or the governing board of a municipality. (i) A Head Start director. (j) A representative of private for-profit child care providers, including private for-profit family day care homes. (k) A representative of faith-based child care providers. (l) A representative of programs for children with disabilities under the federal Individuals with Disabilities Education Act. (m) A central agency administrator, where applicable.

http://www.floridaearlylearning.com/sites/www/Uploads/files/Oel%20Resources/Early_Learning_Statutes_and_Rules.pdf

http://www.floridaearlylearning.com/sites/www/Uploads/files/Oel%20Resources/Early_Learning_Statutes_and_Rules.pdf

Boards and Commissions EXAMPLE - LETTER OF RECOMMENDATION

When you submit the application, please send a copy to Leadership Florida:

Leadership Florida215 South Monroe Street, Suite 710Tallahassee, FL [email protected]

A letter of recommendation will be written on behalf of Leadership Florida in support of your candidacy. We also recommend that you have two or three letters of recommendation attached with your application or submitted directly to the Appointments Office.

http://www.leadershipflorida.org/governmental-appointments

Extending Your InfluenceWhat systems already exist in your community or statewide that align with libraries? Where are your natural partnerships? Who are you regularly frustrated with?

State and Local Systems:

Boards and Commissions

Coalitions of Common Cause

Coalitions of Common Concern

What Coalitions are Right for You?Economic Development

Early Literacy and Early Childhood

Grade Level Reading

Housing and Food Security

Immigration

Safety and Violence

Economic Development Coalition ExampleStatewide:

Florida Strategic Plan for Economic Developmenthttp://sitefinity.floridajobs.org/Business/FL5yrPlan/FL_5yrEcoPlan.pdf

Local Level: “Economic Development is the number one priority of our Board of County Commissioners.

As a result of this unified focus, the County hired their first-ever economic development director to implement a sustained effort to attract and retain businesses to reduce the tax burden on residential property owners and promote job creation for local residents. The County's Office of Economic Development coordinates overall economic development efforts in [REDACTED] and serves as the designated primary partner with Enterprise Florida.”

http://sitefinity.floridajobs.org/Business/FL5yrPlan/FL_5yrEcoPlan.pdf

An Economic Impacts ExampleLos Angeles Public Library strategic plan - Goal 4

Offer programs, resources and connections to partner organizations that will help them develop and maintain viable companies.

Partner with workforce development organizations to offer and promote programs and services that enhance job seeking, language, computer and social media skills.

Create a web portal for small businesses.

Actively promote programs and services to entrepreneurs and job seekers.

Expand financial literacy offerings http://www.lapl.org/sites/default/files/media/pdf/about/LAPL_Strategic_Plan_2015-2020.pdf

Building your Message

Plan A | Plan B● What happens if it passes….

● What happens if it fails…..

● Talk about ’features’

● But focus on the outcomes

Message Box ExercisePositive message development

Anticipate opposition

Connect the dots for the unaware

To Library Users:● “As you know...”● Personal Value Proposition● Value for Other● Activation as a Voter

To Non-Users:● “As you can imagine...”● Value to/for “Other”● Satisfaction as a Voter

Remember – Use Does Not Matter


(this slide is intentionally blank)

My Big Ideas for Florida Libraries

★Constitutional Revision Commission

★Door to Door Library Card Signups

★Dues Increase that is focused on statewide marketing to the public about

value of libraries and librarians

John ChrastkaEveryLibrary

www.everylibrary.orgfacebook/everylibrary

@everylibrary


Thank You

flacon2016 "librarian as candidate" 2 march 16

Presentations & Public Speaking