Using door-to-door marketing for library card sign-ups

John Chrastka, EveryLibrary; Amber Mussman, Cedar Rapids (Iowa) Public Library; Linda Price-Natter and Pam Miller, Crystal Lake (Illinois) Public Library; and Shoshana Francis, Milpitas (California) Library.

About EveryLibraryEveryLibrary is the first national political action committee for libraries. We provide pro-bono training and coaching to library staff and boards on effective Informational communications campaigns and pro-bono advising and consulting to local Vote YES committees in support of the library referendum or measure.

28 library ballot measures; 22 wins

$55.4 million in stable tax funding secured to date

8 more campaigns on November 3rd ballot

Building voter support for libraries

Why Go Door to Door?What we know from library campaigns and voter engagement

Building voter support for libraries

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

@everylibrary

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.

- OCLC "From Awareness to Funding" p. 7-4

@everylibrary

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.

- OCLC "From Awareness to Funding" p. 7-3

They recognize the value of a ‘passionate librarian’ as a true advocate for lifelong learning.

@everylibrary

Attitude - Not Demographics

What Activates VotersFrom the political sciences:

Weather, personal motivation, trust in government and the political process…

Are they a voter or do they sometimes vote?

Meeting the candidate or their representative*

@everylibrary

What Activates AdvocatesFrom development and fundraising professionals:

Easy to use tools, is there an identified need, does the institution have a good

reputation, and have they made a pledge

Prior success as an advocate (level up)?

Do they have an experience of the issue or its impact*

@everylibrary

Walk Your Precinct

If the knock on the door and the chance to meet the candidate is the most important way to motivate a voter….

And if the librarians and staff are the candidate….

@everylibrary

Questions and Comments for John are welcome in the chat box.

We’ll queue them up for the end….

Building voter support for libraries

Today’s Expert Advice

Amber Mussman, Cedar Rapids (IA) Public Library

2015 Door to door card signups

Linda Price-Natter and Pam Miller, Crystal Lake (IL) Public Library

2014 Strategic planning survey and 2015 door to door signups

Shoshana Francis, Milpitas (CA) Library

Canvassing Tips & Tricks

Amber MussmanCedar Rapids Public Library

2015 Library Card Signups

Why• National Library Card Sign-Up Month• Community Connections• Vote on November 3, 2015

Who and What• Staff and Volunteers

self selected to join us• Fears were addressed• Tools and technology• Training

Criteria for Neighborhood Selection• Access to the library• Haven’t noticed us• Leverage

Tools

Conversations– 106Doors knocked – 180Leave behinds – 74Cards made - 36

Measurement

Questions and Comments for Amber are welcome in the chat box.

We’ll queue them up for the end….

Building voter support for libraries

Linda Price-Natter and Pam MillerCrystal Lake Public Library2015 Library Card Signups and 2014 Strategic Planning Surveys

Our StrategyCommunity Engagement

The Process

Our Teams

https://www.youtube.com/watch?v=hxCHEJSHOBE

Communication Staff Packets Include: · 2015 Library Card Sign Up Month Bookmark · The Most Valuable Card in Your Wallet Brochure · Fiscal Year 2014/15 Annual Report

· Magnet with Library Hours · CLPL Pen 

Circulation Staff Packets Included: · 20 Library Card Applications in English · 10 Library Card Applications in Spanish

FAQ Sheet

· 20 Library Cards and marker

· 20 Business cards 

Business Partner and Education Partner Materials

Staff and Public Response

What We Learned

Capturing the Data

Questions and Comments for Linda and Pam are welcome in the chat box.

We’ll queue them up for the end….

Building voter support for libraries

Shoshana FrancisMilpitas Library

Canvassing Tips & Tricks

Write it up, memorize it, practice it!

• Don’t just wing it, or you’ll end up stumbling over your words and looking foolish.

• Once you’ve written up the basics, memorize it. Then PRACTICE, PRACTICE, AND PRACTICE AGAIN. Use role-play and partners.

• Make sure your delivery is strong and to-the-point. Confidence inspires confidence. Be passionate, and let your love of the library shine through.

Be official• Wear your library name-tag and carry

an ID card, so people know who you are. 

• If people are squirrely, have them call your library and verify you work there.

Be friendly• Smile, and make eye contact. Eye contact is

extremely important.

• If they’re not interested, or are actively hostile, simply thank them for their time and walk away. DO NOT ENGAGE THE HATERS.

Be prepared• Dress for the weather. If it looks like

it might rain, bring an umbrella. Wear comfortable shoes

• Bring a bottle of water and a snack. Make sure your phone is charged

BE SAFE!• Always canvass in pairs

• Be smart and don’t be afraid to say “no thank you”

• Never give out any personal information• Make sure others know where you’ll be, and

when

Be organized• Mark out your "turf" for each day. You should try for

about 10 houses/hour

• Mark which streets you’ve already done on a master map

• As you go, write down the house #s where no one was home, and go back later

• The best time of day is the after-work hours

Know your stuff• Nothing is more embarrassing than

having someone ask a question about the library, and not knowing the answer.

• If possible, carry a tablet with you

Keep your mood up• After a bad experience, sit down and

take a break. Take deep breaths, kick the curb, smoke a cigarette if that’s your thing, whatever calms you. Do not take that bad energy to the next door. 

Questions and Comments for John, Amber, Linda and Pam, and Shoshana are welcome in the chat box.

Building voter support for libraries

Wrap Up, Resources and Questions

EveryLibrary’s “Library Card Signups” guide is available free of charge at www.everylibrary.org

All the sample materials from today’s webinar is available via dropbox at: http://bit.ly/librarycardsignup

or from EveryLibrary.org

Building voter support for libraries

Shoshana FrancisSupervising Librarian, Adult & Teen ServicesMilpitas Library408-262-1171 x3612sfrancis@sccl.org

John ChrastkaExecutive DirectorEveryLibraryjohn.chrastka@everylibrary.org 312-574-0316 @everylibrary

Building voter support for libraries

Linda Price-NatterPublic Relations CoordinatorCrystal Lake Public Librarylprice-natter@clpl.org

Pam MillerHead of Circulation ServicesCrystal Lake Public Librarypmiller@clpl.org

Amber Mussman Community Relations ManagerCedar Rapids Public Library(319) 739-0404mussmana@crlibrary.org

Thank You!John Chrastka, EveryLibrary;

Amber Mussman, Cedar Rapids (Iowa) Public Library; Linda Price-Natter and Pam Miller,

Crystal Lake (Illinois) Public Library; Shoshana Francis, Milpitas (California) Library.