ALA’s Advocacy ALA’s Advocacy ToolkitToolkit

Making the Case Making the Case for Libraries in for Libraries in

Tough Economic Tough Economic TimesTimes

Setting the StageSetting the Stage

ALA’s strategic plan – advocacy is ALA’s strategic plan – advocacy is goal #1goal #1

Association-wide advocacy effortsAssociation-wide advocacy efforts Advocacy and the ALA Washington Advocacy and the ALA Washington

OfficeOffice Office for Library AdvocacyOffice for Library Advocacy Committee on Library AdvocacyCommittee on Library Advocacy

Goal #1: ALA and its members Goal #1: ALA and its members are the leading advocates for are the leading advocates for libraries and the library libraries and the library profession.profession. Increase support for research and evaluation to Increase support for research and evaluation to

provide evidence of the value and impact of provide evidence of the value and impact of libraries.libraries.

Increase public awareness of the value and impact Increase public awareness of the value and impact of libraries of all types, librarians and library staff.of libraries of all types, librarians and library staff.

Mobilize, support and sustain grassroots advocacy Mobilize, support and sustain grassroots advocacy for libraries and library funding at local, state and for libraries and library funding at local, state and federal levels.federal levels.

Increase collaboration to secure legislation Increase collaboration to secure legislation favorable to libraries.favorable to libraries.

Increase public awareness of the importance of Increase public awareness of the importance of intellectual freedom, privacy and the role of intellectual freedom, privacy and the role of libraries in a democracy.libraries in a democracy.

Association-wide Advocacy Association-wide Advocacy EffortsEfforts

@ your library, The Campaign for @ your library, The Campaign for America’s Libraries (2000)America’s Libraries (2000)

Advocacy Institute: ALA Annual, July 10, Advocacy Institute: ALA Annual, July 10, 20092009

Advocacy University: Online toolkitsAdvocacy University: Online toolkits Library tools and campaigns with ACRL, Library tools and campaigns with ACRL,

AASL, PLA, IRC, ALSCAASL, PLA, IRC, ALSC I Love Libraries Web siteI Love Libraries Web site

Advocacy and theAdvocacy and theALA Washington OfficeALA Washington Office

Mission:Mission:Informs government of the Informs government of the

needs of needs of library communitieslibrary communities

Provides library supporters up-Provides library supporters up-to-date to-date informationinformation

Builds coalitionsBuilds coalitions

Advocacy and theAdvocacy and theALA Washington OfficeALA Washington Office

Means:Means:National Library Legislative Day (May 11 & 12)National Library Legislative Day (May 11 & 12)(Google “National Library Legislative Day”)(Google “National Library Legislative Day”)

District Dispatch with online updates and hot District Dispatch with online updates and hot issuesissueswww.wo.ala.org/districtdispatch/www.wo.ala.org/districtdispatch/

Tool:Tool:Legislative Action Center, the email service that Legislative Action Center, the email service that allows advocates to send customized messages to allows advocates to send customized messages to Congressional members and state legislatorsCongressional members and state legislators(Google “ALA Legislative Action Center”)(Google “ALA Legislative Action Center”)

ALA Office for Library AdvocacyALA Office for Library Advocacy

Supports the Supports the efforts of efforts of advocates advocates association-wideassociation-wide

Integrates their Integrates their efforts efforts

Works to cultivate Works to cultivate future advocatesfuture advocates

Examples:Examples: Advocating in a Advocating in a

Tough Economy Tough Economy ToolkitToolkit

Add It Up: Make Add It Up: Make the Difference in the Difference in Youth Youth Development and Development and Education ToolkitEducation Toolkit

Committee on Library AdvocacyCommittee on Library Advocacy

Develops resources, networks and Develops resources, networks and training materialstraining materials

Integrates advocacy efforts into ALA’s Integrates advocacy efforts into ALA’s overall planning, priorities and policiesoverall planning, priorities and policies

Cultivates future leaders in advocacyCultivates future leaders in advocacy Has an Advocacy Coordinating Group for Has an Advocacy Coordinating Group for

the exchange of information and ideasthe exchange of information and ideas Has an Advocacy Training Has an Advocacy Training

Subcommittee Subcommittee

Advocating in a Tough Economy Advocating in a Tough Economy ToolkitToolkit

Online so that it can be easily updated:Online so that it can be easily updated:www.ala.org/tougheconomytoolkitwww.ala.org/tougheconomytoolkit

Produced by ALA’s Advocacy UniversityProduced by ALA’s Advocacy University Brings together advocacy information Brings together advocacy information

from across the associationfrom across the association Has links to media coverage, a press Has links to media coverage, a press

center, etc.center, etc. Allows you to “pick and choose” what Allows you to “pick and choose” what

would be useful for your situation and would be useful for your situation and needsneeds

Toolkit: What It Gives YouToolkit: What It Gives You

Facts and strategies to use in Facts and strategies to use in speaking out effectively for librariesspeaking out effectively for libraries

Information on how to work with Information on how to work with decision-makers and the mediadecision-makers and the media

Talking points on the economic value Talking points on the economic value of libraries (with examples of the of libraries (with examples of the “returns on investment”)“returns on investment”)

A link for sharing successful A link for sharing successful advocacy storiesadvocacy stories

Toolkit’s StructureToolkit’s Structure

Making the caseMaking the case Outreach strategies to generate Outreach strategies to generate

supportsupport How to talk to the media to get their How to talk to the media to get their

support and good coveragesupport and good coverage Tips for engaging decision-makers Tips for engaging decision-makers

and legislatorsand legislators How to stage and publicize a rallyHow to stage and publicize a rally

Making the CaseMaking the Case

The toolkit includes a message worksheet The toolkit includes a message worksheet to help you:to help you:

Clarify your goal and specifically what Clarify your goal and specifically what you want to have happenyou want to have happen

Define the key message that will be Define the key message that will be repeated over and over (your “sound repeated over and over (your “sound bite”) bite”)

Identify your audience and why this Identify your audience and why this would be important to themwould be important to them

Outline your supporting points and Outline your supporting points and examples/stories/facts to back them upexamples/stories/facts to back them up

There is advice on:There is advice on: Delivering the message (communication Delivering the message (communication

strategies)strategies) Designating effective spokespeopleDesignating effective spokespeople Dealing with opposition and controversyDealing with opposition and controversy Answering tough questionsAnswering tough questions Telling your storyTelling your story

Making the CaseMaking the Case

Outreach Strategies to Generate Outreach Strategies to Generate Support Support

The toolkit includes a speaker’s checklist The toolkit includes a speaker’s checklist to help you:to help you:

Prepare for a presentationPrepare for a presentation Deal with anxiety Deal with anxiety Deliver the presentation effectivelyDeliver the presentation effectively ““Look the part”Look the part”

Talking to the MediaTalking to the Media

The toolkit includes:The toolkit includes: Tips for successfully interacting with Tips for successfully interacting with

and managing the mediaand managing the media Media strategies … what they are and Media strategies … what they are and

when to use themwhen to use them Tips for staying in control of the Tips for staying in control of the

message and answering hard questions message and answering hard questions

Engaging Decision-Makers and Engaging Decision-Makers and LegislatorsLegislators

The toolkit includes:The toolkit includes: Tips for successfully reaching out to Tips for successfully reaching out to

decision-makersdecision-makers Showing the value of your libraryShowing the value of your library Framing the message for this target Framing the message for this target

audienceaudience Techniques for effectively Techniques for effectively

communicating with legislatorscommunicating with legislators A “know your legislator” checklistA “know your legislator” checklist

Staging and Publicizing a RallyStaging and Publicizing a Rally

The toolkit includes:The toolkit includes: Planning for rallies … from Planning for rallies … from

conceptualization to logisticsconceptualization to logistics Examples of how to publicize a rallyExamples of how to publicize a rally Sample rally messagesSample rally messages A rally event checklistA rally event checklist