Campaigning for Your Warrant Article NHLTA 2014
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Transcript of Campaigning for Your Warrant Article NHLTA 2014
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Campaigning for Your
Warrant Article
Building voter support for libraries
Or, How to Run Against Your Own Library and Win
John Chrastka
@everylibrary www.everylibrary.org
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About EveryLibrarySet up as a 501c4 Social Welfare Organization
chartered to support local library ballot measures like bonds, referendum, parcel taxes, levies and mills.
Includes our support for legislation that impacts the ability of libraries to function as districts.
Building voter support for libraries
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About EveryLibraryEveryLibrary works with Info-Only and Vote YES campaigns
● Pre-planning and polling● Technical assistance with campaigns● Staff, Trustee and Friends roles● Timing issues in the public trust
Building voter support for libraries
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Data that Frames Our Discussions
“From Awareness to Funding” says…
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Voter Attitudes
Nationwide, 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.
Building voter support for libraries
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Voter Education Challenge“The [New Hampshire] state municipal
association examined 27 towns and found that an average of 2.4% of registered voters attended the deliberative sessions in 2010 and 25.5% of registered voters voted on the budget at the polls.”
Union Leader 16 Feb 2013http://www.newhampshire.com/article/20130217
/NEWS0612/130219241/0/news01
Building voter support for libraries
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Who Supports Libraries?“From Awareness to Funding” says…
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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
Building voter support for libraries
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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
Building voter support for libraries
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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
Building voter support for libraries
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ADVOCATES:
1. An Identified Need
2. Personal Motivation
3. Experience of the Issue*
4. Prior Success as Advocate*
5. Institutional Reputation
6. Made a Pledge
7. Ease of Access to Tools
Activate in Either Context
Building voter support for libraries
VOTERS:
1. A Reason to Vote
2. Mobilization
3. Personal Contact with Candidate*
4. Culture/Tradition/Habit of Voting*
5. Trust in Government (pro or con)
6. Decided to Vote
7. Weather/Access to Polls
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What Activates Voters for the Library?
The Librarian is the “Candidate”
The Library is the “Incumbent”
Library = Librarians + Community
Building voter support for libraries
#everylibrary
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Building voter support for libraries
Why Libraries Lose
● The day of the vote is the first time enough people see the budget
● Zero-Sum Games ● Any tax is a bad tax
#everylibrary
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Building voter support for libraries
Why Libraries Lose
● The day of the vote is the first time enough people see the budget
■ Communications Campaign● Zero-Sum Games
■ Early work in the Ecosystem● Any tax is a bad tax
■ Engage the Debate
#everylibrary
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Community InventoriesKnow the Political Landscape
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Inventory Your Allies1. Educational Partners2. Social Welfare and Religious Partners3. Governmental Partners4. Civic Partners5. Business Partners6. Politicians 7. Media
Building voter support for libraries
#everylibrary
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Ask for Endorsements
● Your allies…● Become your endorsers● Become your funders● Become your volunteers
● The person who asks is the individual “closest to” the potential endorser.
● Ask early. Ask often.● Plan to Publicize
Building voter support for libraries
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Inventory Your Ecosystem
1. Who else is has a Warrant / is on the ballot / is before the body?
2. Who are your champions?3. Who is your opposition…?4. What do they want?
5. What are your potential asks?
Building voter support for libraries
#everylibrary
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Inventory Your Ecosystem
1. Who else is has a Warrant / is on the ballot / is before the body?
2. Who are your champions?3. Who is your opposition…?4. What do they want?
5. What are your potential asks?6. If you are not ‘at risk’ this season, who is?
Building voter support for libraries
#everylibrary
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Messaging that WorksTo see if…
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Data is a “Good Economy” Ask
Stories are a “Bad Economy” Ask
“To see if….”
Data v. Stories
Building voter support for libraries
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Warrant Message ‘Frames’
We have a plan that…● Is basic - needs stability● Is aspirational - needs growth● Is integral - advances several missions
Building voter support for libraries
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Warrant Message ‘Frames’
The community needs our library to….➢Partner➢ Incubate➢ Leverage
Building voter support for libraries
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The Library as…● Educational Partner● Economic Development Engine● Social Leveler ● Place of Discovery● Personal Refuge
Voter See the Library as a “Transformative Force”
Building voter support for libraries
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“Transformative Force”
The Library as Incubator● Businesses● The Arts● Community Identity
The Library as Leverage● Retail Anchor● Grants and Capacity ● Access to Tech
Building voter support for libraries
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To Library Users:● “As you know...”● Personal Value Proposition● Value for Other● Activation for the library
To Non-Users:● “As you can imagine...”● Value to/for “the other”● Satisfaction/Activation
Remember – “User Status” Does Not Matter
Building voter support for libraries
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“Perception of the Librarian”
Nothing Impacts Voter Behavior More than Their Perception of the Librarian and the Library as Institution.
Building voter support for libraries
#everylibrary
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The MeetingPrepare the Room
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Public Education about Spending Authority
“Raise and Appropriate”
“Accept and Expend”
“Anticipating Funds”
More than the Annual Report….
Building voter support for libraries
#everylibrary
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Information-Only Team
Who:
Public Employees on Public Time or Representatives of the organization acting in an official capacity.
Why:
On public time, with public money, we have a responsibility to inform the public about what the appropriation is going to do.
Building voter support for libraries
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Staff: Information-Only
Are the candidate Neutral - but enthusiastic Need training and guidance
In the building and at events Line between work and personal time
In a position to share their personal stories
Building voter support for libraries
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Trustees: Information-Only
Are able to serve multiple functions When functioning in an official capacity
Neutral - but enthusiastic Need training and guidance
In the building and at events With the media and endorsers
On personal time Share their personal stories
Building voter support for libraries
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Friends: Information-Only
Are a candidate representative Engage from a personal perspective Need training and guidance
In the building and at events On personal time can do different things
Building voter support for libraries
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Talking to your “Appropriate Agency”
● City Council● Budget Committee● Board of Selectmen or Town Council
Building voter support for libraries
#everylibrary
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“Appropriate Agencies”?
1. Educational Partners2. Social Welfare and Religious Partners3. Governmental Partners4. Civic Partners5. Business Partners6. Politicians 7. Media8. The Moderator
Building voter support for libraries
#everylibrary
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The MeetingWork the Room
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Who is in the Room?● Discuss and Debate
○ Who will Speak to the Facts○ Who will Speak to the Impacts
● Amendments○ Who is in charge for the library○ Who will “address” the Room○ Who will “speak to” the Moderator
Building voter support for libraries
#everylibrary
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Dates and Considerations
● Voter Registration and Qualifications
● Zoning and Historic Districts
● Annual Report
● Default Budget
● Recounts
Building voter support for libraries
#everylibrary
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Getting to Election DayAnticipating a Vote YES Committee
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Information-Only Campaign● Public Employees in the Public Trust● Active and Engaged but Neutral● Supported by Friends and Trustees
Vote Yes Campaign●Citizen Lead and Filed● Raise and Expend Funds to GOTV● Actively Campaigns for "Vote Yes"
Types of Library Campaigns
Building voter support for libraries
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Vote Yes Committee
● Not the Library● Not the Friends● Not Governance
Dedicated to helping Get Out the Vote (GOTV) for the library measure - as citizens, neighbors, and stakeholders - with a defined role for the campaign season
Building voter support for libraries
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Vote Yes Committee
◆ Independent of the library◆ Not coordinated with the library◆ Needs own communications infrastructure◆ Sets own campaign calendar◆ Does its own campaign events and activities◆ Sets own expenditures◆ Asks people to Vote YES
Building voter support for libraries
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What You Can Do Starting Tomorrow
Days | Weeks | Months | Years
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Start Educating the Public about Why You Spend
“Raise and Appropriate”
“Accept and Expend”
“Anticipating Funds”
More than the Annual Report….
Building voter support for libraries
#everylibrary
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John ChrastkaEveryLibrary
www.everylibrary.org | facebook/everylibrary@everylibrary | everylibrary.tumblr.com
Building voter support for libraries
Thank You