Statistics: Numbers that Add Value to Your Library

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Statistics Numbers that Add Value to Your Library

• Xiaoai Ren
• Deborah Lines Andersen
• College of Computing Information
• University at Albany

2
Overview

• Public relations
• Marketing
• Data to collect
• Useful statistical displays
• Places to use statistics for marketing

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Public Relations

• Mission-critical issues
• Making information available
• Serving all populations
• Education
• Outreach
• Cooperation with other libraries
• Funding!

4
Marketing

• A two-way street
• Advertising what the library has
• Listening for the needs of patrons and potential
  patrons
• Creating public support for a public good
• Allowing democratic processes to give citizens a
  voice in library decisions

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Marketing

• Gives citizen advocates the information they need
  to support the library and its mission
• Draws on the strengths of library administrators
  and staff as information specialists
• Challenges libraries to seek the best ways of
  making information available

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Data Demographics

• Information outside the library
• Potential patrons
• Age distributions
• Language preferences
• Education levels
• Employment categories
• Salaries
• Housing types
• Transportation types

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Data The Library

• Annual budget
• Building size
• Staff full-time
• Staff part-time
• Holdings
• New titles in a given year
• Periodical subscriptions (including online)
• Public computers
• Dataports and wireless service

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Data Library Use

• Population served
• Registered patrons
• Hours
• Door count
• Circulation
• Program attendance (adults, children)
• In-house reference questions
• Meeting room use
• Online searches/computer signups
• Study room use

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Data Outside the Library

• Interlibrary loans in
• Interlibrary loans out
• Extension service to the homebound
• Reference through chat, email, telephone
• Coordination efforts with other libraries
• Website visits
• Public relations and education efforts on the
  part of the director, trustees, staff of the
  library
• With thanks to Bethlehem Public Library for much
  of this list

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Data Collection

• Why?
• To make a case for what the library is doing with
  public funds
• To use hard numbers, in addition to stories and
  testimonials, to bolster citizen awareness of the
  centrality of the library in the community
• To create public support for increased library
  funding

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Useful Statistical Measures

• The numbers themselves
• Percentages
• Point-in-time statistics
• Change over time
• Averages (?)
• Ranges (minimum and maximum)
• Comparisons (all of the above)
• Rule 1 Keep it simple
• But dont forget qualitative data, too

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Some Examples

• Words and numbers
• Graphic displays
• Complex graphic displays
• Too complex graphic displays

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Words and Numbers

• resources
• annual budget 3,852.722
• building size 33,361 sq. ft.
• staff full-time 32
• staff part-time 31
• holdings 134,285
• new titles in 2005-06 14,852
• periodicals 289
• public computers 26
• dataports/wireless access 23
• Source Bethlehem Public Library. Footnotes.
  November/December 2006

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Graphic Displays

• Single variable
• Fairly simple story
• Easily understood by observer
• Clear labeling
• Color only as necessary for clarity
• Obvious data source
• Better said with graphic than words

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Pie Charts
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Collection Pie Chart
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Pie Chart with Percentages
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Simple Bar Graph Comparison
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Bar Graph
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Bar Graph with Graphic
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Single Story Bar Graph
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Complex Graphic Displays

• Multiple variables
• Multiple colors
• More than one story told at once
• Multiple years for comparison

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Complex Bar Graphs
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Comparative Bar Graphs
25
Longitudinal Area Display
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Multiple Year Comparison
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(No Transcript)
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ILL Statistical Trends (1997 - 2001 Fiscal Year)
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Graph of NCSU Libraries Expenditures as
Percentage of NC State University Expenditures,
1982/83-1998/99
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Too Complex Graphic Displays

• Too many variables
• Too many bars
• Unnecessary color
• Small fonts
• Abbreviations
• No legends or unclear legends
• Colors that blend into each other
• No reference to date

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Gate Count per Hour
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Title Page Graphics
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Unclear Color Scheme
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Homepage Access
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(No Transcript)
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Bar Graphs with Abbreviations
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Confusing?
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Places for Statistics

• Library bulletinsmailings
• Library displaysposters
• Newspaper promotions, articles
• Press releases
• Town reportsmailings
• Town community daysbooths
• Library board meetings
• Community centers (schools, seniors)

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Items for Statistics

• Bookmarks in every book checked out of the
  library
• Buttons and/or magnets
• Letters sent to or from trustees/board members
• Paid ads
• Budgets available at the town hall and the
  library
• Video taped public meetings made available on the
  public access television
• Banners
• FAQ handouts in the library

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Ideas from the Audience

• How do you go about marketing your library?
• What numbers do you collect?
• How do you use the numbers?
• What success stories can you tell?
• What might you collect or promote that you do not
  right now?
• What next?