OCLC Report Suggests Ways To Generate New Library Support
Norman Oder -- Library Journal, 7/15/2008
- Study funded by Gates Foundation
- Elected officials like concept of ROI
- Library supporters jazzed by equal access, shared values
There’s a lot of latent support for libraries in the United States, but several themes about the value of libraries must be stressed in order to increase it, according to a new OCLC report, From Awareness to Funding: A Study of Library Support in America. The report was funded by the Bill & Melinda Gates Foundation; its findings were previewed at the American Library Association (ALA) annual conference, in Anaheim, CA last month.
Among the findings:
- The most committed funding supporters are not the heaviest users
- Many people are unaware of library services
- “Passionate librarians” help generate library funding
- Voters who see the library as 'transformational' as opposed to 'informational' are more likely to favor it
- Increasing support for libraries may not necessarily mean a trade-off with financing other public services
The report is based on surveys and interviews of adults living in communities of less than 200,000 people, since 90% of libraries serve such communities. The analysis divides the population into several segements. Super Supporters represent 7.1% of the population. Probable Supporters are 32.3%, divided under the following rubrics: Just for Fun: 7.1%; Kid Driven: 6.6%; Library as Office: 3.4%; Look to Librarians: 6.5%; and Greater Good: 8.7%
Nonsupporters, under the category Barriers to Support, are 34%, divided under the following groups: Financially Strapped: 10.6%; Detached: 16%; and The Web Wins: 7.4%. Chronic Non-Voters are 26.6%. Given that Super Supporters and Probable Supporters represent 57% of voters in local elections, there are enough of them to potentially increase the success rate of library funding referenda, ballot initiatives, and bond measures, the report says (though not, it should be pointed out, where a supermajority is required).
Lessons from elected officials
Also, 84 elected officials completed an online survey, though the report cautions that it is not statistically representative Their views, the report states, are similar to those of Probable Supporters, appreciating the added value of libraries and librarians, but seeing the library more as an amenity than a necessity.
Interestingly, while 71% have a positive impression of local library leadership, only 53% believe their local librarian works closely with local politicians and community leaders to better the community.
Those officials offered the following suggestions: Stress the library’s return on investment (ROI) to the community. Build strategic partnerships with other public services and programs. Be proactive in seeking library support. Engage constituents to influence elected officials. Stress the library’s broad nonpartisan appeal.
Engaging support
Ten focus groups, conducted with two groups in each of five markets, including two larger urban markets (Minneapolis and Pittsburgh), helped researchers figure out how to increase the commitment of both Super Supporters and Probable Supporters and enlist the support of others.
Four themes emerged. Tops is the concept of equal access for all—an issue that didn’t surface immediately, but emerged after discussions in the groups.
Such library advocates also prized the concept of shared community values (assets, respect, self-reliance) and viewed the library as a sacred place (quiet, order, freedom, safety, social bonding). Finally, they see the library as a reflection of the community’s stature, so a thriving library reflects a healthy community.
The principal contributors to the report were Cathy De Rosa, VP for the Americas and global VP of marketing, and Jenny Johnson, executive director, branding and marketing services. The research partner was Leo Burnett USA, a national research and advertising agency. A group of librarians and community leaders were consulted as well.
"The report findings suggest that a large-scale advocacy campaign targeted at the right segments of the voting public has the potential to drive increased funding support," observes De Rosa.
