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!