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The Behind-the-Scenes Story of How One Library Marketing Team Executed a Grand Opening of Epic Proportions for Their New Library Building

Photo courtesy Cincinnati and Hamilton County Public Library

On a mild night in April 2019, I arrived at a steak restaurant in Schaumburg Township, Illinois to have dinner with a group of people I’d never met.

I had been invited to speak at an event put on by the Illinois Library Association. I was set to meet some of the library marketers who conspired to bring me to their event.

That’s the first time I laid eyes on Sue Wilsey. Sue is the gregarious, dynamic Director of Strategic Communications and Marketing for Helen Plum Library.

Sue is a lot of fun. She has a set of eyeglasses to match every single outfit. And she’s a fierce advocate and supporter of libraries.

At that table, I first heard her talk about her work to help bring a new library building to her community. Now, four years later, the new Helen Plum Library is finally open. I asked Sue and her team to share how they managed the final piece of that journey: the communication surrounding the building’s opening.

Sue works with Marketing Content Coordinator Emily Bradshaw, who volunteered at Champaign Public Library for a short time during her undergrad.

“I will never forget during my orientation tour, a proud library staff member showed me their new automated materials-sorting machine,” remembered Emily. “They had placed a Sorting Hat from Harry Potter on top of the platform where it scanned in the books. I knew I had found my people.”

Kristie Leslie is Marketing Manager for Helen Plum. She and her twin sister met their current adult groups of friends at a library storytime as preschoolers.

The final member of the team is Graphic Designer Steph Koblich, who grew up browsing picture books at the library, and admiring their illustrations, which led her to a career in illustration and design.

“My high school was a few blocks from a library, so I would walk there after school almost daily to read or study,” said Steph.

As for Sue, she’s been an avid library user since she was a pre-teen.

“My local branch library was more than a mile away, but my two younger sisters and I happily clomped through the snow or dripped with sweat carrying arms full of Nancy Drew and Bobbsey Twins books,” recalled Sue. “So, it was natural that decades later while needing to research a new career move, I visited my suburban neighborhood library. There are saw a job opportunity posted for a Marketing Supervisor. I knew I had found the final chapter of my life.”

The Helen Plum Library dates to 1928. The original building was the home of Colonel William and Helen Plum. A new library was constructed and opened in 1963, then renovated in 1978.

But in 1999, a space needs study called for an expansion that would more than double the size of the library building to 79,000 square feet. It took another 17 years for the library to secure the funding and property they needed for the construction and operation of a new facility.

Then the project hit a snag. After several years of negotiation with the library’s neighboring Park District, the two parties were unable to come to a suitable agreement regarding air rights and other construction issues. The Library Board decided to relocate to a new site that would best suit the needs of the community. There was an upside to this approach: the new building could be constructed without interruption to day-to-day operations.

“The key to this story is how we were able to convince a Chicago suburban community to vote in favor of a referendum that would raise their taxes,” said Sue. “I personally spoke to folks in the community at nearly 50 different places. We held meet and greets at local watering holes, met with parents and teachers at their schools and organizations, and went to churches, clubs, and service organizations. We recruited believers to help fundraise for lawn signs and ads. Our supporters received a great amount of guidance from John Chrastka and EveryLibrary.”

And that hard work paid off. The new facility, which opened in April, includes a drive-up window, a maker space, and lots of room for patrons to browse and mingle.

“The access to equipment and all of the possibilities for creating that our Studio 411 maker space provides is what I am personally most excited about,” exclaimed Steph. “From color and fabrics to natural light, every spot in the library is aesthetically pleasing and welcoming.

“I’m personally quite excited for our new fireplace as well as the two outdoor spaces, a children’s garden, and outdoor patio,” said Emily. “Everything will be so beautiful, and I’m really looking forward to taking gorgeous Instagram pics!”

The library created a landing page to communicate everything involved with the move.

“The inspiration for the ‘dashboard’ approach came from our COVID-era communications,” explained Kristie. “We wanted one place for patrons to be able to see everything at-a-glance during our closure in 2020, with the bonus of also keeping the content updates focused on one spot rather than the headache of having to hunt throughout the site for making changes.

“We started with everything we thought necessary and considered it a living document. “If we received a question that we consider other patrons likely to have, we would add it to the page.”

And there were lots of other communication channels to consider as the project progressed.

“Our communications plan included myriad facets, from regularly updated videos of the ongoing construction posted on our website and linked in our social media, to print mailers to the community,” said Sue. “We also held a series of virtual ‘Community Conversations’ for the public with our architects and administrators. Recordings of those meetings are available online.”

“Before and during the move, we made information available at services desks as well as in our email newsletter and social media channels detailing which services would and would not be available during the closure,” explained Emily. “We encouraged patrons to sign up for reciprocal borrowing at nearby libraries and promoted our digital materials and resources heavily.”

As you can imagine, there were lots of challenges for the marketing staff at Helen Plum, starting with the uncertainty of the construction schedule. Supply chain issues and other construction glitches caused delays. But the team decided to be open and transparent about the process with the community to help combat concerns and complaints.

“What has gone smoothly is the abundance of community support we have received and the resilience of our staff members,” said Sue. “The flexibility and pivoting that was learned during the pandemic has been valuable in this process.”

As the move-in day approached, the marketing team began prepping for the grand opening celebration.

“We sent a printed invitation to the residents of Lombard and posted Grand Opening information on our website, social media, and email newsletters,” explained Emily. “We also sent out press releases and got coverage from several local newspapers. We partnered with local restaurants to provide small bites throughout the Grand Opening weekend, and several of those restaurants posted about us on social media, as well as some other local businesses whom we didn’t partner with but who were so excited to see us open!”

“One of the most fun collaborations was with two local breweries who created special library-themed brews for the occasion,” continued Emily. “We took some photos and videos with them and made custom coasters which we included in gift bags at the Grand Opening and at their breweries.”

Emily also helped produce a video in which prominent community members pass the library’s copy of Mo Willem’s Waiting is Not Easy from the old library to the new library.

“It made many of our followers emotional,” shared Emily.

The library’s grand opening weekend drew a whopping 5,508 attendees, far more than the marketing team expected! Guests received a swag bag, participated in a scavenger hunt, and munched on local snacks.

“It was amazing to see the place come alive with patrons who were so thrilled to finally step inside their new library,” remembered Emily. “We were overwhelmed by the amount of joy and support we received that weekend. I think everyone was a bit shocked – in the best way!”

The library recently sent an extra-large version of their summer newsletter featuring building photos to all residents, to make sure everyone who couldn’t attend the grand opening understands the value this new building brings to the community.

Now, as the library staff settles into the building, the marketing staff of Helen Plum is planning for a new, busier normal. There are still areas of the library undergoing construction, so they’ll continue to provide updates on building developments as the space comes to life.

“For example, since opening, we’ve added a fire table to our outdoor patio space, bike racks, a coffee machine, and some beautiful wallpaper murals,” explained Emily. “Our maker space, Studio 411, is still adding new equipment, and we hope to launch programs in that space in the fall. We are also kicking off our 2023 Summer Reading Program on June 1, and we’re looking forward to using that as an opportunity to welcome patrons who haven’t gotten a chance to stop by yet.”

“As we all get the hang of things in the new space, we plan to dip our toes into exhibits and library-wide events that can bring the whole community in and give us village-wide exposure,” planned Kristie. “I’m so excited to have seen such a huge uptick in new cardholders—from April 22 to May 22, we registered 1,133 new cardholders, an over 600 percent increase from the previous year.”

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0

Ditch the Formal Document! How One Library Turned Their Ordinary Annual Report Into a Storytelling Masterpiece That Connected With Their Community

Image courtesy Cincinnati and Hamilton County Public Library

Here is a question that has been the source of many an existential crisis for library staff. What is the value of your work?

That proposition is at the heart of a major project every library undertakes once a year–the creation of the annual report. In its most basic form, the annual report summarizes the work conducted by a library during the preceding year.

But what if the annual report was more than a formal document? What if it truly told the story of the impact a library had on its community, beyond numbers and statistics?

That’s what Explore York Libraries and Archives in the United Kingdom, led by Barbara Swinn who is Head of Strategy and Engagement, set out to do this year with their annual report.

Explore York provides library service for a city founded in 71 AD by the Romans. The flagship library sits within Roman-era medieval walls and has the remains of St Leonards, the largest hospital in medieval Europe, within its grounds.

The library serves more than 211,000 residents. It is an affluent city but there is also need in the community. 13 percent of children in York live in low-income families.

Putting together an annual report that connects with a varied audience and also demonstrates the vast but important work of Explore York is daunting. Barbara has a small team at her disposal: herself, a co-worker, and an outsourced graphic designer. But these three visionaries wanted to do more than report facts and figures. So, they took a storytelling approach to their annual report.

“Not everyone who reads our Annual Review will necessarily be a library user. This is our chance to intrigue, delight, and create that ‘wow, I didn’t know my library did that’ moment.”     

Barbara Swinn

Barbara begins work on her next annual report as soon as she’s released the latest version. “We already produce quarterly reports for our Board of Directors, and for the City Council,” explains Barbara. “However, these reports are focused on fairly ‘dry’ information – statistics, evidence that we have met contract requirements, etc. We recognized that our Annual Review needed to be more than a reiteration of the year’s quarterly reviews. We knew, at the end of an extraordinary year, that our pandemic story made a powerful case for the enduring value of public libraries not only in our city but everywhere.”

So Barbara and her team decided to take a different approach. “To start off our planning we read Angela’s article on “The Dreaded Annual Library report” (!) and used it as a basis for our approach,” Barbara recalled. “We read the example Reviews cited in the article, we chose our favorites, and decided which bits we were going to steal from them! We also looked at the Reviews some of our local cultural organizations had produced. We shared our thoughts with our graphic designer early on too, so she could start to think about how some of our preferred visual elements could be incorporated using our branding and style.”

Next, Barbara and her team set goals for their annual review. They had to connect with a variety of audiences, from politicians to donors to volunteers to library users. “We kept in our mind what we wanted our audiences to think, feel, and do as they read our Review,” remembers Barbara. “We wanted them to understand the breadth and depth of what we had provided, feel reassured and proud of their libraries, and to support us in future years whether financially or through advocacy or practical support such as volunteering.”

“We wanted it to be a powerful advocacy tool and something that would tell our story through its imagery and design as well as through words and numbers.”

With all that in mind, Barbara and her team began to plan and gather content for each section. But she recalls that, with so much worthy and valuable work happening at her library, the focus was tricky. “Our aim was to hold up some diamonds from our daily work and from our special projects, so they could shed light over all the work we do day by day, in every library and Reading Café across the City of York,” explained Barbara.

The team did a lot of groundwork gathering feedback and testimonials from the community. “Some of the feedback we had gathered specifically with documenting our pandemic story, some arrived through the ordinary feedback channels and through conversations with our library staff,” said Barbara. “We gave equal weight to facts and figures, quotations from people, and imagery. We edited and edited to keep the words brief and to the point.”

“Telling the story was key for us,” continued Barbara. “We wanted to create a connection with the reader and us, to demonstrate our values that would hopefully resonate with the reader and encourage them to find out more, to become more involved perhaps as a volunteer or potential funder. Angela described this as a call to action for readers, that by the end of the review they would know what help we need for the following year.”

The final product is extraordinary. Read it here.

Barbara has some advice for libraries in putting together their annual report or review. “Remember we are all about stories, we hear them every day and we see the impact we have on the lives of people in our communities every day,” she explains. “Use that rich resource to shine a light on the value of our community activities, programs, and events to stir emotion and build a connection to our organization. Inspire future donors and volunteers to be involved, to want to be part of our story.”

Barbara Swinn joined Explore in 2015 as manager of the city centre flagship library York Explore and has worked in the libraries sector for 40 years. She’s been awarded the British Empire Medal in The Queen’s Birthday Honours for her work with the library. She is a passionate advocate for public libraries and a gifted leader. Committed to improving the customer experience, Barbara is skilled at creating spaces and environments where people can learn and grow, connect with others, and contribute to their community. In particular, her work with the award-winning Explore Labs project shows Barbara’s exceptional talent for development and innovation. Her work and encouragement have helped Explore grow and develop as a cultural business, and she is always looking at new ways for people to engage with the riches of York’s libraries and archives.

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2

The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

Is there any library marketing task as daunting as the annual report? I don’t think so.

Neither does reader Carrie Weaver of Peters Township Public Library. She is the inspiration behind this post.

Carrie writes, “I am sure many other libraries are preparing their 2020 summaries for stakeholders, elected officials, and the folks in the communities they serve. Can you talk about what they should/should not be? What should be included? What is a good length? I want our annual report to be more than a bunch of stats – I want to tell the story of how our library served our community in this year like no other!”

Confession: I created six annual reports during my time at the The Cincinnati and Hamilton County Public Library. And I found it to be the most difficult work I had to do every year.

Carrie was spot on. The annual report has an importance that no other piece of library marketing holds. And that’s especially true this year. It must convey the work you did, the value you provided, and the ways the pandemic affected your library.

And, as Carrie says, your annual report is more than an archive of your library’s work. It is a way to tell the story of your library.

Your annual report can show the connection between your library’s mission and strategy. It can clarify the impact your organization had on the community. And of course, your annual report can thank donors and volunteers, as well as inspire future donations and volunteers.

You are no longer locked into using a brochure or a longform magazine. Your library may decide to change format, the size, and the way you present that information to best serve your audience.

We’ll start with ten tips for putting together a highly effective annual report. Then, I’ve gathered examples of library annual reports, as well as annual reports from other non-profit organizations for inspiration!

Decide what your key message will be.

Your annual report should be more than a list of your work. It can tell a story. And you can use it to stir emotion.

Ask yourself: What do you want your readers to feel once they’re finished reading your annual report? Think about how you’ll construct a narrative and take your readers through the various pieces to an end point, the focus of your key message.

Think of this as a call to action for readers. How can they help your organization to make progress this year? The answer should be very clear to readers once they reach the end of your document.

Focus on your library’s accomplishments, not just activities.

The readers of your annual report want to know why your library did what it did in 2020. You’ll want to highlight how your library staff responded to the pandemic. Don’t just talk about how you pivoted to provide support to your community. Talk about why that pivot was so important.

Write about the impact your work had on your community. Connect the everyday activities of your library to your mission statement and your library’s overall strategy.

Create an outline to lay out what you want to cover and how you’ll cover it. 

Plan to mix elements, with some pages including text, photos, and data. This mix will keep your audience interested and will help them to comprehend and remember the story and data points in your annual report.

Also, make sure that the pages include room for photos, as well as plenty of white space.

Use infographics to convey data.

Infographics can explain complex ideas and information in a simple way that is accessible to many audiences.

Our brains are hard wired for visuals. An infographic can trigger a reaction in the human brain, sometimes even before the person consciously realizes and processes that reaction. For more tips about constructing an infographic, read this post.

Balance data with stories.

Stories can humanize the work of your library and make your annual report more compelling.  

Clearly show the change that resulted from your library’s work. Use a storytelling structure with a beginning, middle, and end to show what changed as a result of your library.

In addition to patron stories, you might also consider including stories about your senior staff and employees to showcase the value of the people who do your library’s work. 

Finally, share a story of one person rather than a group. Your readers will find it easier to connect to a single person than a group of people. For the most compelling story, use that person’s own words as much as you can by including quotes and first-person narratives.

Use your words to inform and inspire.

The text portions of your report must be in your library’s brand voice. You’ll want your words to feel authentic and intimate to appeal to the heart of your audience.

Try to avoid being professorial or aloof. You can excite, surprise, and delight readers of your annual report by writing in a conversational tone.  

In fact, your library may consider using a blog-like model for the text in your annual report. Streamline your text to highlight only the most interesting tidbits for your readers.

Let the story determine the length.

There is no right or wrong length for an annual report. The amount of space you need to accurately convey the story of your library’s journey through the past year is exactly the right length.

Of course, you may need to add or cut sections based on factors outside of the story. For instance, if you use a vendor to print copies of your report, you may be bound to fill or fit a certain number of pages. But in general, let the story of your library be the guide when determining the length of your report.

Convey a sense of gratitude throughout the document.

An attitude of gratitude should permeate the entire report. Be sure to emphasize how important taxpayer and donor support is to your success. Saying “thank you” creates a personal connection to your supporters that can boost engagement for future fundraising campaigns, as well as loyalty to your library.

If you highlight a specific initiative or program, you can conclude the text with a line like: This was made possible with the support of taxpayers, corporate partners, foundation, friends, and individual supporters.

Proofread like your life depends on it.

Your annual report should be professional, polished, and proof-read. Recruit at least three staff members outside of your department to read the proof before it goes to the printer.

And double check the names of donors. Donors will feel slighted if their name is misspelled or if their donation is not acknowledged in the annual report.

Repurpose your annual report for additional marketing content.

You can extend the value of all the hard work you’ve put into your annual report by using the pieces for marketing.

Put the full report on your website for public transparency. Write a blog post version of the report and link to the full document.

Add a line to your emails and newsletters to prompt the community to read the report. And separate out the sections to create condensed social media posts for further reach.

Library annual reports for inspiration

San Mateo County Libraries 2019-2020 Annual Report

Mid-Continent Public Library 2019-2020 Annual Report

Cuyahoga County Public Library 2019 Annual Report

Spokane Public Library’s 2019 Annual Report

New York Public Library’s 2019 Annual Report

Other annual reports for inspiration

EveryLibrary’s 2019 Annual Report

Feeding America’s 2019 Annual Report

Equal Justice Initiative 2018 Annual Report

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5

Experts Reveal the Truth About What Your Library Needs to Do Now to Build Support for the Future

Photo Courtesy Public Library of Cincinnati and Hamilton County

For three days this week, more than a thousand library employees took part in the Library Advocacy and Funding Conference, sponsored by EveryLibrary. The organization helps builds support for libraries across the United States. This is the first conference of its kind, designed exclusively to help libraries learn to advocate on the ballot, in the donor arena, and in the hearts of their community.

The conference featured presenters from outside the world of libraries, so attendees got a chance to hear from successful, experienced experts talking about what works in politics and fundraising.

By Wednesday evening, my head was full of new information. Once I finished organizing my notes, I realized that the experts at the conference shared five big ideas specific to library marketing and advocacy. Here is what I learned.

Libraries must target ALL messages

Ashlee Sang, content strategist and copywriter for Ashlee Sang Consulting, said marketing fails when we try to send the same message to all cardholders. You must create marketing that talks to one person, on a level that speaks to their truth, their needs, and their problems.

Sang encouraged libraries to create personas to help with targeting. You can use data like checkouts and holds, as well as in-person interactions at the checkout desk, in the comment section of your social media, and even email, to help you create those personas.

Then, when you create marketing messages, think about targeting those personas. This will help you avoid designing around your own personal biases. Instead, it puts the focus on the people you are trying to serve.

Key quote: “If you create a message for everyone, you are creating a message for no one.”

Your library brand is more than a logo or a color scheme

Anjelica Triola, marketing director for Wethos, wants libraries to understand that your brand is not the colors and fonts that you use. It is the feeling that people get when they think about your library but are not actually in your library or around a librarian. That feeling will lead a cardholder to be an evangelist for the library.

Kimberly Gordon, brand strategist and marketing consultant, added that people crave a library with clear values and a commitment to being good corporate citizens. If your library communicates those two points, you’ll stand out in a positive way and showcase your value.

Gordon pointed out that we are living in a heightened state of emotion (I’m writing this pieces a few hours after the death of United States Supreme Court Justice Ruth Bader Ginsburg so that note really resonates with me!). She wanted libraries to remember that your brand represents a promise to your community.

Key quote: “Marketing your brand improves likeability and sets you apart from your competitors. It makes you stand out in a positive way.”–Kimberly Gordon

Librarians connect with their community by finding common ground

Jasmine Worles, trainer for the National Democratic Training Committee, emphasized that the issues that mean the most to library staffers, both on the job and personally, are not unique to you. Other people care about the same issues!

Worles encouraged librarians to talk about why they love the library and why they are passionate about their work. Your “story of self” is the starting place of a connection. It builds genuine relationships and makes you trustworthy and credible.

As a library staffer, you may think that the library is bigger than you or that it’s not about you. But it IS about you.

Key quote: “Tell your story of self all throughout the campaign. It’s the most magical and effective piece of any campaign.” 

Diversity should be a part of your library strategy

Kim Crowder runs a consulting firm dedicated to diversity, equity, and inclusion in the workplace and in marketing. She’s been a guest on this blog before.

Crowder pointed out that diversity is looking at the ways people are different, then celebrating and acknowledging that. It’s not monolithic. And libraries must ask themselves, “How can inclusiveness be centralized in our message on a regular basis?”

She believes libraries must create a strategy about their commitment to inclusiveness and make it available to anyone to see. Crowder asked attendees to be open to feedback, to be willing to be uncomfortable, and to talk about diversity and inclusivity internally, as well as externally.

Key quote: “We all have bias, but we don’t always recognize it. If you fumble, admit your mistake, sincerely apologize, and be authentic in your efforts.”

Libraries should mix content formats for better engagement on Facebook and Instagram

Two representatives from Facebook and Instagram held a joint session with lots of tips for library social media engagement.

They encouraged libraries to share frequently and consistently, especially during important times like the pandemic. They also said the latest research shows a mix of format types (video, carousel images, static images, gifs, etc.) can help boost your page engagement. Avoid one kind of content all the time.

Finally, they encouraged libraries to livestream more often on both platforms, engage more frequently with other pages and profiles, and use Stories on both Facebook and Instagram to share content.

Key quote: “Highlight important announcements, share frequently and consistently, post more frequently during important times, and be informative and timely.”

Did you attend LAFCON? What did you learn? Share your takeaways in the comments.

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3

Four Important Project Management Lessons You’ll Need to Survive the Next Year of Library Work

Photo Courtesy the Public Library of Cincinnati and Hamilton County

I’ll never forget the day.

It was hot and bright, the sun warm enough to leave no doubt that summer was here but not hot enough to melt the makeup clear off your face. I had been back from vacation for about a week. School was out. I had time to enjoy long walks and read.

My husband came to me with a look of curiosity on his face. He had just received an email from the school district superintendent. She asked if we would lead the school’s bond issue campaign.

“She knows we have no political experience, right?” I said.

“Yes,” replied my husband. “But she also knows we’re both in marketing and actively involved in the school. Anyway, I can’t do it. I’m too busy. Can you do it?”

“Okay,” I said. “How hard can it be?”

If you are laughing so hard right now that you are at risk of falling out of your chair, I wouldn’t blame you. I have always been naive. But never more so than in that moment.

I had absolutely no idea how to run a campaign. I only knew that, as long as we had lived in our school district (22 years), we had talked about the day when the district would finally build new schools. They are desperately needed. Our buildings are between 50 and 90 years old and lack the technological capabilities for today’s students.

And that’s how I landed myself the hardest, most stressful, most rewarding, most frustrating volunteer role I’ve ever had. My husband did end up helping me. And the bond issue did pass, with 70 percent of our community voting “yes”.

It’s been one year since I took on this monumental task. I learned a great deal about project management while I was campaign chair. And the other day, I was reflecting on those lessons as I considered the stress libraries are under to reopen or provide service to their communities amid a pandemic.

It’s very clear, in every conversation I have with library staff across the world, that we are in a workplace crisis. Staff are overworked. They don’t feel safe. They worry about budget cuts. They worry about furloughs. They worry about catching COVID-19. They can’t enjoy reading. They feel separated from their peers.

Administrators are suffering too. They are trying to make decisions with incomplete information. They can’t make anyone happy with their decisions. They’re trying to balance the needs of the community and staff. They’re under pressure from donors and lawmakers.

I want to help. So, I’m sharing the four big project management lessons I learned while doing the hardest job I’ve ever had.

You can only do what you can do.

If you lead a project for your library, like a COVID-19 related reopening, or the launch of a new service, this is the most important thing I want you to remember. You are only human. You cannot do all the things, no matter how energetic you are.

There are only so many hours in the day. Give yourself and your coworkers the grace to accept that, in most cases, it’s impossible to accomplish everything by the time your deadline approaches.

I had to repeat this to myself when it came to the canvassing portion of the bond campaign. We had a list of 3000 houses we wanted to canvass. But we were unable to recruit anywhere near the number of volunteers needed to get to that many houses.

I had to make hard choices. I had to prioritize my list and send my volunteers to the neighborhoods where I thought they could do the most good. I set aside a few hours every week to canvass myself. And I had to let the rest go.  It wasn’t easy. But I had to do that to preserve my own sanity.

You can drive yourself to madness thinking about all the things you can’t accomplish. Focus on what you can do. Make a list of tasks that you’ll need to complete to reach your goal. Then, prioritize them. If something doesn’t get finished, no one will die.

People have phases of enthusiasm. Use them to your advantage.

When you’re working with a team, you’ll notice that there will be some people who are willing to dive right in and tackle jobs as soon as the project is announced. Later, they may tire out. Others will pick up the mantle halfway through the project. And still others will jump on your project train as you near the finish line. You need all these people and their varying levels of energy to finish your project.

There was a woman who came to all the campaign meetings starting in July. She never volunteered. She sat quietly in the back, asked a few questions, but mostly seemed to be observing. While everyone else was signing up right away to head up subcommittees and tackle tasks, she did not offer her time. I was annoyed.

And then, in early September, she signed up to do a very easy task. She was clearly not enthusiastic about it. I did not harbor any grand notions that she would turn out to be a super volunteer.

Boy was I wrong. Once she completed her first task, she started volunteering to do the work no one else wanted to do. And before I knew it, she was an unstoppable volunteer. She cheered on other campaign volunteers. She advocated for the bond issue everywhere she went. I truly believe her work played a significant role in the bond issue’s passage.

Don’t begrudge people for joining your project even when it looks like they just waited until the last minute. People have different levels of talents, abilities, and comfort with team interaction. You’ll get more work done and reach your goals if you graciously accept help at all stages of your project.

The middle portion of any project is the hardest.

The weeks from the beginning of September to mid-October in the campaign were torture. I ran into so many hurdles. Time seemed to move so slowly. Nothing was going the way I had planned. The whole campaign team was getting tired.

This is totally normal. It happens with every big project I’ve done, from new email onboarding campaigns to putting together my library’s quarterly content marketing magazine. The transition from planning to completing project tasks is always a slog. Expect that it will happen and devise strategies ahead of time for how you’ll deal with it. Then, keep your eye on the prize. The hard part won’t last forever.

Set boundaries for yourself.

I had one big, unbreakable rule during the campaign. I did not, under any circumstances, look at my email or phone after 9 p.m. This helped ensure that I could take one hour at the end of the night to unwind. It minimized the amount of sleep I lost.

You will have to decide what boundaries to set for yourself, but you must set some. You cannot be open and available for work 24 hours a day. It’s not healthy for you or your organization.

Set your ground rules and stick to them. Encourage your fellow team members to set boundaries as well and lead by example in respecting them. You’ll be a more productive library employee.

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Find more 60-second Book Reviews here.

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Three Tips to Navigate the Tricky Job of Fundraising for #LibraryGivingDay During a Pandemic

Watch Now

In this episode, Angela talks about how to navigate the tricky job of fundraising for your library during the pandemic… or anytime.  Library Giving Day is April 23. I’ll share three ideas for raising much needed library funds during a crisis.

Also Kudos to the Tredyffrin Township Public Libraries for their fantastic YouTube channel. Watch their clever database promotional parody video here: https://youtu.be/cS0J99KWaGA And be sure to subscribe to their channel.

More Help During Covid-19

What Will Happen to Library Summer Reading Programs This Year?

Library Marketing During a Pandemic: Tips for Working from Home or the Office and Dealing with the Stress of a Crisis

Self-Care for Library Social Media Staff in the Midst of a Crisis like #COVID-19

How #COVID-19 is Impacting Social Media Marketing and What That Means for Libraries

Why Libraries Must Promote Reading for Pleasure During the COVID-19 Crisis

If you have a topic for the show, kudos to share, or want to talk to me about library marketing, contact me using this short form.

Want more Library Marketing Show? Watch previous episodes!

Check the Upcoming Events page to see where I’ll be soon. Let’s connect!

This blog consists of my own personal opinions and may not represent those of my employer. Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Instagram, and LinkedIn.    

 

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Library Marketing Show Episode 17: 💰How to Convince Your Library to Get With the Times and Take Credit Card Donations!

WATCH NOW

In this episode, we take a question from Emily of North Kingstown Free Library in Rhode Island. She says, “I’m struggling with getting our organization to see the value of opening up online donations. They see the cost of the transactions (usually about 3%) and are scared off, but I argue that only accepting checks is hurting our overall potential. Do you have any experience and advice about this?”

Also we hand out Kudos to Varnum Memorial Library in Jeffersonville, Vermont for their unique fundraiser–a calendar of nude local authors!  Here’s an NPR story about the calendar with photos… they’re are safe for work, I promise.

Stay in Touch

Check the Upcoming Events page to see where I’ll be soon. Let’s connect! I just added a webinar so be sure to sign up… it’s free!

Have an idea for the next Library Marketing Live Show? Submit it now.

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Make #GivingTuesday Work and Raise Big Money for Your Library!

Boy, library marketers sure have a lot of responsibilities. We’re expected to drive attendance to programs, increase circulation, plan big events, provide outreach support, and make sure everyone in our community knows about all the services we provide. In addition, most of us are also expected to help market fundraising efforts for our library friends or foundation groups. Our libraries need money. That fact arguably makes this directive the most important of all our jobs.

The fundraising portion of library marketing has always been difficult for me, if I’m being honest. I think most of us feel queasy about asking people for money, even for something as important as the work of the library. I get the same feeling in the pit of my stomach when it comes time to market my church’s stewardship campaign. It’s hard to put into words why it feels weird to me to ask people to give to either organization, though both are incredibly worthy.

But worldwide giving campaigns like #GivingTuesday help. This global movement happens every year on the Tuesday after the American Thanksgiving holiday. It’s meant to motivate people to donate after the excess of spending that happens when the traditional Christmas shopping season kicks off.

The website for the movement has all kinds of ideas for fundraising organizations. The “holiday” is a prime opportunity to reach your library’s fundraising goals. According to NonProfit Pro, in 2017, #GivingTuesday campaigns raised over $300 million online for charities with an average gift exceeding $120. That’s a 64 percent increase in the amount of money raised in 2016. And NonProfit Pro also says that nonprofits raise 14 times more in their end-of-year campaigns when they take part in #GivingTuesday. And if that doesn’t convince you, the most recent study of #GivingTuesday donations conducted by DataKind shows that educational causes received nearly 40 percent of all donations made. Cultural organizations saw the greatest increase in donations, in some cases receiving nearly 20 percent of their annual donations from this single day. Libraries can be considered both education and cultural organizations. We’ve got so much to gain!

My library started doing campaigns around #GivingTuesday about three years ago. We’ve seen trends in giving that match NonProfit Pro’s numbers. Even better, we grow our donor lists. That gives us a new audience to market to throughout the entire calendar year.

Your library should participate, and you should plan your promotions ahead of time. Don’t just send out an email and put up a couple of social media posts on #GivingTuesday.  Start promoting #GivingTuesday with content marketing at least a week ahead of the actual holiday, sooner if you are able. You’ve got to prove your library’s worth and get the idea of giving into your potential donor’s head space before the event. I start about three weeks before the “holiday” with motivational content like quotes from customers, brand-awareness videos, and motivational photos with clear donation calls to action. I like to tell our cardholders and community that #GivingTuesday is part of a busy time of year and I work to get them to donate early. This method increases the chance that our campaign is successful.

Of course, incentives always help with donations, and it doesn’t have to be something that costs your organization. This year, we’ll be emailing a graphic to anyone who donates early. Donors can use it on their social media profiles to show that they’ve given to the library. They can have the pride of saying they’ve participated when the day arrives and use their influence to encourage others to do the same. Early promotion creates momentum.

Of course, we use email as part of our campaign along with social media and our website. Here’s the message we sent last year about a week before #GivingTuesday. It’s clear and easy to understand.

We did a similar message to members of the Friends organization. The audience for that group is different. But you’ll see we integrated the heart from our Foundation message into this message, to draw a subconscious message to our audiences about their love for the library. This one also has a clear call-to-action.

 

You can increase the effectiveness by extending the fundraising campaign through the end of the year. We create campaigns that run every two weeks beginning in November through the end of the year. Appealing to the tax deduction incentive is a major point of the campaign as we near the end of the calendar year. This is the email we sent last year about mid-December. Again, it’s clear, it concise, and it has a major call-to-action.

 

I’d love to hear about your successful library marketing fundraising efforts and campaigns. Please let me know what you’ve done right (and wrong!) in the comment box. We can all learn from each other. When one library is strong, it makes the whole industry stronger.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!

 

 

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