Indiana University Presetation

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(No Transcript)
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From Awareness to FundingA study of library
support in the United States
Cathy De RosaVice President for the
AmericasGlobal Vice President of
MarketingJenny JohnsonExecutive Director of
Branding and Creative Services
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• Is it possible?

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RATE OF SUCCESS OF LIBRARIES LEVIES
Source Library Journal Public Library Referenda,
2006.
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The Bill Melinda Gates Foundation

• Is it possible?
• for a national campaign to create an
  environment to sustain and increase funding for
  U.S. public libraries over the next 35 years.

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Our point of view

• Without action, critical funding for U.S. public
  libraries will erode
• Most libraries will not close, but vital services
  in many rural communities will be marginalized or
  eliminated
• Without intervention, indifference toward
  library funding will continue
• Current library marketing campaigns are
  fragmented and targeted at library usage, not
  funding
• We can see no future scenario that will change
  this tide of funding indifference
• The price of inaction is high

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The Results.Yes!

• The research suggests that sufficient, but
  latent, support exists in local communities to
  improve library funding
• Financial supporters of libraries are
  identifiable and can be moved to increase funding
  support
• 80 of U.S. public library funding is local
• Competition for the local purse is strong and
  intensifying
• The key to motivating funding support for
  libraries is to position the library as vital to
  a communitys infrastructure and a source of
  transformation for individuals and the community
• Campaign sustainability will require scale and
  endurance

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The Advocacy Research Grant

• To research the potential for a national
  campaign that can create an environment that
  influences the behavior of voters and local
  elected officials to sustain and increase funding
  for U.S. rural and suburban public libraries over
  the next 35 years.

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The Project

• Quantitative research Segmentation of library
  supporters and volumetrics
• Qualitative research and brand strategy
  Understanding motivations of library supporters
  building a compelling brand platform
• Creative development and testing
  Creative concepts that can influence library
  attitudes and voting behavior
• Rollout strategies and measurement

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Two Objectives

• I. Create a segmentation and targeting framework
  of U.S. residents that identifies
• Which segments of the public are most interested
  in supporting their local libraries
• What motivations drive their support
• The viability of targeting interested segments to
  impact library funding

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Two Objectives

• II. Examine local elected official perceptions
  of libraries to understand
• How officials feel about libraries in general and
  their importance to the community
• How do officials perceptions compare to the
  publics perceptions
• How do perceptions translate into support

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Sample and Methodology

• Online survey supplemented with phone interviews
  in cities/towns/suburbs with populations
• 25-minute, nationally representative study of
  8,000 adults 18-69
• People who never vote not interviewed in Phase 2
• 60-minute re-contact study of 1,901 voting adults
• Respondents weighted to be nationally
  representative, based on age, gender, income,
  race and Internet access
• Together, 85 minutes of data for 1,722 adults
• 84 elected/appointed officials were also
  interviewed via a 20-minute abbreviated version
  of the survey

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Exploring a Variety of Constructs

• Demographics
• Voting behavior
• Library usage
• Library attitudes
• Tax attitudes
• Community involvement
• Community descriptors
• Library and librarian ratings
• Emotional connection to library
• Perceptions of local, tax-supported services
• Library referendum voting intent

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Key findings
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Seven overall findings

• Theres a lot that people dont know about their
  libraries
• Most people claim theyll support the library at
  the ballot box fewer are firmly committed to it
• Library support is only marginally related to
  visitation
• Perceptions of the librarian are highly related
  to support.
• The library occupies a very clear position in the
  realm of purposeful information where its very
  difficult to compete
• Your belief that the library is a
  transformational force in peoples lives is
  directly related to your level of support
• Elected officials are more connected to and
  supportive of the library than the public and
  yet..

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Seven overall findings

• Theres a lot that people dont know about their
  public libraries

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People know about the librarys basic offerings
but know much less about the value-added items
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Seven overall findings

• Most people claim theyll support the library at
  the ballot boxfewer are firmly committed to it

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Three-fourths of people claim they are likely to
support a library referendum
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Many fewer (37) say that theyll definitely
support the library at the ballot box
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Definite support is the best measure for
understanding whos truly committed, who isnt

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Seven overall findings

• Library support is only marginally related to
  visitation

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Library support is only marginally related to
visitation
Annual library visits
30
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19.9
20
15.9
13.2
15
10
6.4
5
0
Total Voting
Barriers to Support
Probable Supporters
Super Supporters
Respondents
Correlation (Annual library visits to likelihood
of supporting referendum) .06
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Seven overall findings

• Your perceptions of the librarian are highly
  related to support

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In particular, valuing a Passionate Librarian
is an important predictor of library support
Top 3 Box rating of librarian as 'passionate'
100
90
81
80
66
70
58
60
50
45
40
30
20
10
0
Total Voting
Barriers to Support
Probable Supporters
Super Supporters
Respondents
Passionate Librarian True advocate for
lifelong learning
Passionate about making the library
relevant again
Knowledgeable about every aspect of the
library
Well-educated
Knowledgeable about my community
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Seven overall findings

• The library occupies a very clear position in the
  realm of purposeful information where its very
  difficult to compete

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Seven overall findings

• Your belief that the library is a
  transformational force in peoples lives is
  directly related to your level of support

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What differentiates the strongest supporters from
others are items related to transformation. That
connection is what drives support.
PLAYING VIDEO/COMPUTER GAMES
Surrounds you with a feeling of magic and fantasy
Provides an escape from your own world
Lets you indulge and enjoy yourself
Really allows you to relax
PEOPLE MAGAZINE
Dramatic and exciting
An oasis from hectic lifestyles
READING A NOVEL OR BESTSELLER
Provides you with a puzzle or mystery to solve
Allows you to immerse yourself in a different
culture
Doesnt just tell you about something, but makes
you feel it emotionally
Creative and innovative
LOCAL CAFE
Gives you something to talk about
MYSPACE.COM
DOING SUDOKU OR CROSSWORD
LISTENING TO MUSIC
Helps you express your individuality
Stimulates your curiosity about people, places
and things
TRAVELING TO A FOREIGN COUNTRY
READING BLOGS
YOUTUBE.COM
ATTENDING THEATER/BALLET/SYMPHONY
Doesnt just present facts, but rather makes them
come alive
Makes you feel like part of a social group
A very impartial source doesnt take a point of
view
The kind of thing you can really immerse yourself
in and savor
Helps you be the first one to know new things
Challenges you to think outside the box
Like an old friend
READING A BIOGRAPHY OR N/F BOOK
STARBUCKS
THE DISCOVERY CHANNEL
Creates fond memories
Enables you to become a more creative person
NATL. GEOGRAPHIC
THE HISTORY CHANNEL
TIME MAGAZINE
Allows you to appreciate the beauty in life
Looks at a subject or issue from many different
perspectives
VISITING A MUSEUM OR ART GALLERY
Brings the whole world into your home
TAKING A CLASS FOR FUN
Connects with people in a real human way
READING THE LOCAL NEWSPAPER
Encourages you to develop your own point of view
WATCHING THE LOCAL TV NEWS
Makes you feel good about yourself
Makes you feel smart
WATCHING A DOCUMENTARY
Allows you to pursue your passions and interests
Helps you gain a broader perspective on life
Helps you become an expert
Inspirational
Brings knowledge to everyone, not just a select
few
Makes you a deeper thinker
An authority in its field
SEARCH ENGINES LIKE GOOGLE OR YAHOO!
Helps create who you are
Allows you to get really in-depth on a topic
Provides knowledge or information thats very
relevant to your own daily life
BOOK STORE
You come away feeling like you really learned
something
ONLINE BOOKSTORES LIKE AMAZON.COM
Part of a well-educated group of people
TAKING A COMPUTER/TECHNOLOGY COURSE
Fills you with hope and optimism
PUBLIC LIBRARY
Provides instant access to information
Empowers you
Makes you feel safe and secure
WIKIPEDIA.COM
Provides do-it-yourself information
Provides you with basic information
Helps you become a better person
ENCYCLOPEDIA BRITANNICA
A source you trust
Puts information and answers right at your
fingertips
Something of great importance
Helps you seek truth
Provides tools for very practical purposes
Enhances or rounds out your education
ATTENDING CHURCH OR RELIGIOUS SERVICE
Helps you be self reliant
Helps you make informed decisions
Serves a serious purpose
Points you in the right direction
GETTING A COLLEGE DEGREE
CONDUCTING A JOB SEARCH
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Seven overall findings

• Elected officials are more connected to and
  supportive of the library than the public and
  yet

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Building a market Segmentation

• Which segments of the public are most interested
  in supporting their local libraries and what
  motivations drive their support?

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Six constructs drove the segmentation

• General voting behavior
• Likelihood of voting favorably if a library
  referendum were on the ballot
• Barriers to using/supporting the library
• Library services used
• Library attitudes
• Librarian perceptions
• DEMOGRAPHICS WAS NOT ONE OF THE CONSTRUCTS THAT
  DROVE THE SEGMENTATION

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Super Supporters 7.1
Probable Supporters 32.3
Barriers to Support 34.0
Nonvoters 26.6
People 18-69 / Definite Library Supporters /
Library Support Index
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Super Supporters 7.1
Super Supporters 7.1
Probable Supporters 32.3
Library as Office 3.4
Look to Librarian 6.5
Greater Good 8.7
Kid- Driven 6.6
Just for Fun 7.1
Barriers to Support 34.0
Financially Strapped 10.6
The Web Wins 7.4
Detached 16.1
Nonvoters 26.6
Chronic Nonvoters 26.6
People 18-69 / Definite Library Supporters /
Library Support Index
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Super Supporters 7.1/ 21.0/ 295
Super Supporters 7.1/ 21.0/ 295
Probable Supporters 32.3/ 55.7/ 172
Library as Office 3.4/ 6.0/ 176
Look to Librarians 6.5/ 12.2/ 187
Greater Good 8.7/ 16.2/ 188
Kid- Driven 6.6/ 11.6/ 176
Just for Fun 7.1/ 9.7/ 136
Barriers to Support 34.0/ 23.4/ 69
Financially Strapped 10.6/ 4.4/ 42
The Web Wins 7.4/ 6.6/ 90
Detached 16.1/ 12.4/ 77
Nonvoters 26.6/ 0/ 0
Chronic Nonvoters 26.6/ 0/ 0
People 18-69 / Definite Library Supporters /
Library Support Index
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Barriers to Support 34.0/ 23.4/ 69
Financially Strapped 10.6/ 4.4/ 42
The Web Wins 7.4/ 6.6/ 90
Detached 16.1/ 12.4/ 77
People 18-69 / Definite Library Supporters /
Library Support Index
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Barriers to Support 34.0/ 23.4/ 69
Financially Strapped 10.6/ 4.4/ 42
People 18-69 / Definite Library Supporters /
Library Support Index
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Financially Strapped (10.6)

• The youngest segment, with the lowest income and
  skew to being full-time students. Theyre also
  less likely to be married and tend to live in
  urban communities
• Their low income leads them to feel like theyre
  really struggling to make ends meet
• They believe the library already has sufficient
  funding. They dont feel they, or their
  financially strapped community, should be asked
  for more
• Least likely to recognize the importance of the
  library, and the most strongly opposed to library
  tax increases
• Their extreme financial and attitudinal barriers
  would make getting their support a huge upward
  battle

Financially Strapped
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Despite average library usage, theyre the least
likely to support the library at the ballot box
Financially Strapped
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In fact, libraries rank dead last on their list
of public services to support
Financially Strapped
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Barriers to Support 34.0/ 23.4/ 69
Financially Strapped 10.6/ 4.4/ 42
Detached 16.1/ 12.4/ 77
People 18-69 / Definite Library Supporters /
Library Support Index
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Detached (16.1)

• Detached tends to have higher household incomes
• Theyre the least involved with the library
  least likely to have a library card, visit less,
  and are unaware of what the library has to offer
• More likely to have Internet access at home and
  to think that everyone else in their community
  does
• As a result, they fail to recognize the librarys
  role in equal access to technology for everyone
  and perceive it as being outdated technologically
• Theyre less likely to see the librarys
  relevance to the community or its importance to
  children
• Nor do they care. Of all segments, theyre the
  least interested in whats going on in their
  community or at the library

Detached
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They have low usage and a lack of library
supportat the ballot box
Detached
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Only The Park Service Gets Less Support
Detached
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Super Supporters 7.1/ 21.0/ 295
Super Supporters 7.1/ 21.0/ 295
People 18-69 / Definite Library Supporters /
Library Support Index
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Super Supporters (7.1)

• Super Supporters are demographically average
• Most involved and influential in their
  communities and most likely to express their
  opinions vocally and at the ballot box
• Avid readers with a longstanding relationship
  with the library
• Recognize its importance to the community and
  childrens education
• More than anyone else, they also view it as a
  place that can bring a community together

Super Supporters
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Super Supporters (7.1)

• Their emotional connection to the library
  transcends the practicalityits a place where
  they can better themselves intellectually and
  become the person theyve always wanted to be
• They recognize not only the value that librarians
  bring to the research process, but also their
  passionate advocacy for the library
• Following the librarians lead, they, too, are
  outspoken supporters of the library
• This group makes up the librarys core support
  system and its crucial that they continue to be
  cultivated and protected

Super Supporters
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They account for, by far, the most
supportdespite only somewhat higher usage
Super Supporters
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And, the library makes it to 2nd place on their
list of things to support
Super Supporters
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Probable Supporters 32.3/ 55.7/ 172
Library as Office 3.4/ 6.0/ 176
Look to Librarians 6.5/ 12.2/ 187
Greater Good 8.7/ 16.2/ 188
Kid- Driven 6.6/ 11.6/ 176
Just for Fun 7.1/ 9.7/ 136
People 18-69 / Definite Library Supporters /
Library Support Index
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All Probable Supporters

• Appreciate the librarys contribution to the
  greater good
• Recognize that the research/information the
  library provides is superior to the Web
• Believe the library is a partner in a childs
  education
• Feel the library is an important asset to the
  community
• Are not opposed to raising taxes to fund the
  public library
• The library is in the competition vs. other
  public services that are also important to fund

Probable Supporters
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The library is in the competition against
other public services
Probable Supporters
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Probable Supporters 32.3/ 55.7/ 172
Library as Office 3.4/ 6.0/ 176
Look to Librarians 6.5/ 12.2/ 187
Greater Good 8.7/ 16.2/ 188
Kid- Driven 6.6/ 11.6/ 176
Just for Fun 7.1/ 9.7/ 136
People 18-69 / Definite Library Supporters /
Library Support Index
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Despite the lowest visitation, theyre the most
likely Probable Supporters to be definite
supporters
Greater Good
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Elected Officials
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The library is placed low on a long list of other
services that also need funding
ElectedOfficials
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Super Supporters 7.1
Super Supporters 7.1
Probable Supporters 32.3
Library as Office 3.4
Look to Librarian 6.5
Greater Good 8.7
Kid- Driven 6.6
Just for Fun 7.1
People 18-69 / Definite Library Supporters /
Library Support Index
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Targeting Probable Supporters and Super
Supporters to increase library funding

• Actual referenda were analyzed to assess
  potential voter impact by
• Targeting Probable Supporters and Super
  Supporters
• Converting a percentage of those who claim that
  they will probably vote in favor of a
  referendum into people who will definitely vote
  in favor

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Our findingsYes!

• The research suggests that sufficient, but
  latent, support exists in local communities to
  improve library funding
• Financial supporters of libraries are
  identifiable and can be moved to increase funding
  support
• 80 of U.S. public library funding is local
• Competition for the local purse is strong and
  intensifying
• The key to motivating funding support for
  libraries is to position the library as vital to
  a communitys infrastructure and a source of
  transformation for individuals and the community
• Campaign sustainability will require scale and
  endurance

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Whats Next?Last Friday
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(No Transcript)