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Trends in Special/Government Libraries & Nonprofits/Associations
Report for ALA Planning RetreatSept 11, 2009 – Sept 13, 2009
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More academic institutions with their own special library
Fewer stand-alone law, medical, religious, government libraries
Overall, numbers of libraries are down 10 year projection has the number of
special librarians going down every year2007 = 16813, 2017 = 10355
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Fewer MLS librarians and paraprofessionals
More “other type of professional” and non-professional
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More $ being spent on salaries, technology & systems, other operating expenses, electronic collections
Less $ being spent on outsourcing, other collections, print collections
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More use of a web portal to resources, e-reports, e-booksLess use of print current periodicals, e-journals, print
backfilesMore use of electronic journals, licensed content,
electronic document deliveryLess use of print document delivery, ILL borrowing of print
materials, ILL lending of print materials
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More likely that the catalog will contain e-journals, e-books, digital images
Less likely for staff to do a database search, have in-library use of online catalog, access to reference tools
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More $ and time spent on attending professional meetings, taking virtual university courses
Less $ and time spent on evening classes, sabbaticals
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Area Competency
Operations/technical services Knowledge of sources of electronic materials 79.0%
User servicesKnowledge/skills in training and bibliographic instructions for electronic services 74.5%
Technology/Systems Knowledge/skills to develop websites 72.7%
Digital library managementDatabase management skills, aka SQL, MySQL, Access 68.0%
Management/administration Public relations/marketing 55.7%
General professional competenciesAbility to evaluate, select, and filter information resources 47.4%
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Finding #1 – Associations Bracing for Negative Impact of Recession
Finding #2 – Falling Non Dues Revenue is a Top Concerns
Finding #3 – Actions to Combat Current Economic Conditions are Universal
Finding #4 – Membership Retention is a Top PriorityFinding #5 – Effective Tactics to Accomplish Goals:
Direct Mail, Event Marketing and Public RelationsFinding #6 – Spending Patterns Expected to Change
The State of America’s Associations
(The 2009 Survey Results)
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Expect Lower New Membership Growth Expect Fewer Attendees at MeetingsExpect Lower Revenue from Non-Dues
ActivitiesSeeing Cuts in State and Local BudgetsMassive Layoffs in the IndustryLower Reported Sales Revenue
Finding #1 - Associations Bracing for Negative Impact of Recession
In December08 82% of respondents had an extremely negative outlook on the economies impact on organizational goals. In June 80% respondents say that there has been a negative impact.
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There has been a Sharp Decline in Spending in These Areas i.e. Sponsorships, Advertising and meeting Attendance
Solutions Include: - Budget Cuts - Hiring Freeze - Staff Reorganization - Layoffs Volunteer Participation is a Still Positive
Area
Finding #2 – Falling Non Dues Revenue is a Top Concern
2/3rds of June 09 respondents reported a decline in meeting registration with 26% seeing a 20+% decline.
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Budget Cuts and Hiring freezes Were Cited Most Frequently as the Solution to Current Conditions
Also Cited Were: - Salary Freezes - Reduced Member Programs - Reduced Member Programs - Outsource Some Staff Functions
Finding #3 - Actions to Combat Current Economic Conditions
are Universal
85% of respondents say that they have reduced budgets as a result of the economic conditions. Approximately 50% have salary/hiring freezes and 30% layoffs.
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Three of Top Four Priorities Involve Retention:
- Increasing Awareness/Brand (36%)
- Developing New Methods to Engage Members (50%)
- New Member Recruitment (41%)
Finding #4 - Membership Retention is a Top Priority
June09 60% of respondents reported a decline in membership retention with 27% reporting a decline of 10+%. Approximately 29% reported no change.
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Association Priorities Generally Determine Which Marketing Strategy is Most Effective
For Membership Recruitment or Retention the Following were thought to be Most Effective:
- Direct Mail, Phone Calls - Promotional Pricing i.e. Early Bird,
Bundling, Conference Payment Plan etc. - Event Marketing - Illustrate/Create Member ValueOnline Media was Found to be the Least Effective
Finding #5 - Effective Tactics to Accomplish Goals*
(Direct Mail, Event Marketing and Public Relations)
*See next Slide
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*Early Expectations vs. Reality(Actions to Address Recession)
Item December 2008
June 2009
Budget Cuts 84% 86%
Salary Freeze 43% 55%
Hiring Freeze 57% 50%
Reduced Program/Services 45% 38%
Change Investment Strategy 50% 32%
Layoffs/Eliminated Positions 26% 30%
Staff Reorganization 35% 32%
Outsourcing 25% 13%
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Although Direct Mail is Considered the Most Effective Method to Maintain Brand Awareness, Retention and Recruiting, Budgets are Expected to be Cut
However, Online Activities are Expected to Increase:
- Social Networking - Web Site Modification - E-Mail
Finding #6 - Spending Patterns
Expected to Change
Most respondents have seen budget cuts. Those that had a more positive outlook are more likely to increase or maintain their budget for marketing
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Future Outlook
“Survive the Recession by Preparing for the Recovery”
- Meetings and Conferences - Global Market Growth
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Meetings and Conferences
The Meetings, Events and Conferences Industry Will Need to Focus its Message and Streamline its Activities. Key Drivers for Success will be:
- Flexibility in Program Offerings - Value Creation i.e Enhance the
Member Experience and Promote Connectivity
- Cost Savings - Explore Innovative Pricing Options - Involve the Exhibitors at Every
Level
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Developing and Executing a Global Market Growth Strategy
Market Analysis - Research Needs to be Collected from
CustomersProduct Management - Input from local Experts in Adapting Product or
ServiceMembership - Involve Local Leaders to Create Local ActivitiesCommunications/Marketing Plan - Make the Findings/Information Relevant to
Local AudiencesMeetings - Select Partners with Solid Local Knowledge
and Expertise in Multiple Business AreasMeeting the needs of the membership remain a critical element in the future success of any association regardless of economic the environment.
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Conclusions – Significant Changes More $ to electronic materials, less to printMore non-MLS, fewer MLS &
paraprofessional. Fewer special librarians every year
Fewer meeting attendees and association members
Reduced revenue = budget cuts and hiring freezes
Member recruitment and retention becomes critical for associations
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Conclusions – Assumptions for FutureMany strategies to deal with budget shortfalls
(i.e. no single solution)Electronic resources will continue to gain in
importance
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Conclusions - Critical UncertaintiesFunding