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Integrating Capital & Referendum Campaigns

Presented byPauline Kehoe, Director, Goshen Public Library &

Libby Post, President/CEO, Communication Services2007 NYLA Convention, Buffalo, NY

Why do both?

• One can lift up the other– Momentum from capital campaign provides a

built in supportive constituency of opinion leaders in community

– Momentum from referendum campaign can help raise funds

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Capital Campaign Basics

• Group of committed leadership volunteers willing to make asks

• Lead donors willing to put their names to the effort

• Participation by the library’s board

Referendum Campaign basics

• Committed group of leadership volunteers willing to head up an electoral initiative– Identifying voters– Contacting voters– Turning out voters

• Participation by the library’s board

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Overall Campaign Structure

Library’s Board

ReferendumCampaign

CapitalCampaign

Board Members

Involved in Both

Goshen Timeline

• Focus groups to develop messaging• Organizing Capital Campaign• April Budget Vote• Capital Campaign Asks• Begin Organizing Referendum Campaign• Go public with Capital Campaign• Referendum vote March 5, 2008

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Goshen Messaging

• Building for the Future– A building that is welcoming and accessible– A building that provides the spark for creativity

and knowledge– A building that enables everyone who enters

to achieve

First Communication

• Q&A to answer the negatives in the community

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First Communication

April Budget Vote

• Dry run for referendum– Friend to Friend– GOTV postcard– ID calling– GOTV calling

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April Budget Vote

Capital Campaign

• Develop graphic look

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CC Package

• Pocket folder• Case Statement• Naming Opportunities• Pledge Form• Response Envelope• Video

Case Statement

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Organizing Referendum

• Campaign Executive Committee• Campaign Manager• Community Outreach/Constituency

Building Coordinator• Voter Contact Coordinator• Fund Raising• IT• GOTV

Next Steps

• Continue raising money– Community Campaign

• Increase community support for referendum– Build momentum to peak on day of vote