Bigger Opportunities for
Better Libraries
Loleta Fyan Rural Library ConferenceApril 30, 2009
The Breton Group
• 50+ Michigan public libraries– 26 Needs Assessments
– 35 Feasibility Studies
– 20 Capital Campaigns: $17+ Million raised
– 7 Millage campaigns
– 6 Miscellaneous services
Observations
1. Libraries are more than most people know and expect.
2. Libraries are under-appreciated as community assets.
3. Library “people” generally do not advocate assertively for their libraries.
4. Most people do not associate philanthropic giving with the library.
5. Libraries have great potential to generate philanthropic support.
Objectives
• Generate greater awareness of what your library offers and its vital role in the community
• Generate greater support for the library
Ultimate Goal:Sufficient funding
How do we do that?
Development:We Build Relationships
WE MAKE FRIENDS FOR THE LIBRARY
Why Are Friends Important?
• They’re there when we need them.• They help out.• They attend our events.• They tell others about our projects.• They get others involved• They give money.
Making Friends(Five I’s of Development)
Inform
Involve
InvestIdentify
Interest
Making Friends - Identify
Broad-based• Who needs to know about the
library?
Specific• Who can benefit the library with
leadership, influence, affluence?
2007 Charitable Giving: $306 Billion
75%
•7%
•5%
13%
•Individuals•Bequests•Corp/BusFoundations
Making FriendsCultivation
• Inform• Invite• Involve
Making Friends Inform
• Spread the word – be an ambassador for the library– Family
– Friends
– Coworkers
– Neighbors
• Share your knowledge and enthusiasm
Inform
• Who is the audience?
• What is the message?
Audience/Constituencies• Elected officials • Opinion leaders• Educators and students• Young families• Seniors• Youth• Homeschool families• Job seekers• People lacking technology at home• Potential/donors
Audience Message
Seniors Tech resources and classes, magazines, newspapers, creational reading, Internet access, on-line investing tools, genealogical research materials, adult programs, opportunity to preserve limited income; health, travel and entertainment information; talking books; life-long learning (intellectual stimulation)
Community leaders: elected, opinion leaders, etc.
Programs, resources, services, community asset available to everyone in the area regardless of means; municipal resources for planning; repository of community history; preservation of community history and source of community pride (library building)
Potential/donors Programs, resources and services available to all; community educational and cultural asset
Students, homeschooled
Academic support; valid research capability; recreational reading; summer reading and other children’s programs; access to practice tests; Internet access, including kids’ databases/search capability; access to information regardless of means; filtering
Educators Curriculum support, research capability, resources for students, recreational reading; encourages student learning (summer reading program) and life-long learning; teach training
Audience - Message
Audience - Message
Business people Business support resources, tech classes, Internet access, online investment tools; community asset that impacts quality of life and business value; entrepreneurial and business planning resources
Non-library users
Availability of resources, programs and services for everyone (levels the playing field); educational and cultural opportunities for youth; community asset that strengthens community
Historic preservationists/ local history buffs; genealogists
Repository of local history; historical resource
Families Healthy, wholesome activities and resources for all family members; safe destination
Communications Methods, Strategies, Venues
• “Fast facts,” talking points• Patron profiles• Website • Newsletters • Blogs• City, township (service area) website links• School communications • Civic organizations, Chamber of Commerce,
DDA, etc.• Church bulletins• Marquees
What Does Your Billboard Say?
Are You…• Informed?• Positive?• Involved? • Enthusiastic?• Committed?
How Do You Inform-Broad-based?Strategically?
Making FriendsInterest and Involve
• Invite them to read to kids• Host a tour• Host a social gathering at the
library• Interview for the newsletter• Ask for advice• Recruit for a committee
Making FriendsInvolve
• Follow up – “Thank you for participating.”
– “What did you think?”
– “What were your impressions?”
– “What is your opinion?”
Making FriendsInvest
• Ask friends to invest in the library– Broader-based
• Annual appeal
• Memorial giving
– Specific• Special projects (new programming, summer
reading, etc.)
• Capital campaigns
• Planned (deferred) gifts
Development Pyramid
Annual GivingAnnual appeal, memorial
gifts, etc.
Special/Major
Gifts
Planned Gifts
Making and Keeping Friends
• Call donors to thank them personally
• Invite them to special events at the library; build the connection
• Keep in touch
Top 10 Things You Can Do to Help Their Library
1. Be informed, enthusiastic, committed
2. Spread the word3. Seek new opportunities/audiences
to expand library awareness4. Identify those who can be most
helpful to the library; open the door to potential “friends”
5. Invite people into the library
Top 10 Things TrusteesCan Do to Help the Library
6. Ask for advice, counsel, opinion7. Thank donors – again and again8. Find new ways to appreciate donors9. Connect prospective donor
interests w/ library projects/events10.Provide an opportunity for a
someone to make the library better – ASK FOR THE GIFT!
Questions?
Thank you!