June 29, 2008

Judith G. Robinson, Associate Dean for Li-braries and Director of Educational Tech-nologyEdward. E. Brickell Medical Sciences Li-braryEastern Virginia Medical SchoolNorfolk, Virginia

Marketing @ the LibraryMaking Yourself an Attractive Target

• Established in 1973 by the community to improve the health of the community

• Private but receives core funding from the 7 regional cities and the Commonwealth of Virginia

• Fundraising can ONLY be done through the Office of In-stitutional Advancement

• In 1995, no interest in fundraising for the library

Eastern Virginia Medical School (EVMS)

Academic Medical Fundraising Environment

The EVMS Library in 1995

• 19,000 square feet • Housed the only institutional computer lab com-

prised of 9 computers• Friends of the Library group with 128 members• Results of a 1994 survey revealed that 48% of

reference questions answered were for non-EVMS clients

• Excellent staff worthy of the spotlight

EVMS Library in 1995

• Occupy a 46,000 square foot library opened in 2000 at a cost of $10 million

• 30 seat computer lab, 30 seat classroom, 420 hardwire connections and WiMAX throughout the library

• Friends of the Library group with 100 members

• Since establishing the outreach program in 2000 we have trained over 4,000 citizens throughout the region

• Excellent staff are in the spotlight

EVMS Library in 2008

• We developed library services specifically in support of the Office of Institutional Advancement

• The Library developed programs to support the 4 key ar-eas of the academic medical environment

• We gathered data on these new programs and publi-cized our successes.

What happened?

– Established a Virtual Clipping Service which now includes monitoring of Web 2.0 products, i.e. blogs, wikis, You Tube and social networking sites

– Developed 15 minute, 30 minute and 1 hour tours and training sessions for campus visitors, new members of the EVMS Foundation and Board of Visitors

– Created a faculty publications database that generated a monthly list of citations that was published in the institutional newsletter

– Researched prospective donors for Advancement staff

– Offered library space for a permanent phone bank for the Alumni Phonathon

– After asking permission from library patrons, provided contact informa-tion on “grateful patients” of the library’s patient education and con-sumer health information services

Office of Institutional Advancement

4 Key Areas - Education

– Led the way in the use of educational technology

– Opened the computer lab 24x7x365

– Integrated library skills training into all 4 years of the undergraduate medical curriculum

– Used the opportunity of a new library to increase computer learning spaces and small group teaching spaces

4 Key Areas - Clinical

– Worked closely with Network Center staff to ensure access to library resources in clinical settings

– Established a Clinical Medical Librarian program

– Provided training in evidence based medicine and in-formation management via Medical Grand Rounds for Continuing Medical Education credit

4 Key Areas - Research

– Established an Institutional Review Board Librarian program

– Established an Institutional Animal Care and Use Committee Librarian program

– Created a Faculty Publication database that helps faculty and external researchers find collaboration possibilities

4 Key areas – Service to the Community

- Created an Outreach Coordinator position to de-velop programs for citizens in the region (over 4,000 citizens trained to date)

- Partnered with institutional clinical outreach initia-tives at regional health fairs, employee benefits fairs, etc.

- Created the HealthSmart Virginia website which links to lesson plans and other resources to assist teachers, students and parents address the 345 knowledge, skills, and abilities related to health that are taught and measured in Virginia’s stan-dards of learning for K-12 students

How Did We Start? Our First 5 Years

We Gathered Data - The Science of Fundraising

– Analyzed all course evaluations

– Tracked costs for all new and existing services

– Gathered metrics on numbers of attendees, demo-graphics of users, geographic affiliations, etc.

– Made changes as needed and recommended

We Publicized Our Successes –The Art of Fundraising

– Inspired by the “Coloring Book Theory” of perception versus real-ity we were aggressive in defining our message and sharing it with others

– Created a central file of individual accolades and testimonials and shared them administration and Institutional Advancement

– Created a list of “key cheerleaders” and asked them to be spokespersons

– Applied for awards when the opportunities arose and celebrated our success

– Identified staff already comfortable with public advocacy to serve in publicity roles, and created opportunities for all staff to prac-tice these skills

New Building Proposal -1999

• In 1999, accreditation visit cited the increased use of educational technology to deliver the curriculum and the need for expanded computing facilities

• Institutional Advancement had a list of donors only interested in bricks and mortar naming opportunities. Building a new library was a logical and necessary final step in closing the campaign

• Regional City Managers and Public Library Directors wrote letters of support for $2 million in state funding because of regional services provided by the EVMS library to area citizens

• Clinical Medical Librarian core physician practice group donated $250,000

• Friends of the Library Members donated major gifts

• We designed, built and moved into the new building 18 months later, March 2000.

Development Office

Create services to help them get their work done

Institutional Priorities

Education, Clinical Care, Research, and Ser-vice

Measure and Report

Data Based Publicity

Make Yourself an Attractive

Target

Identify Key Players and Institutional Priorities

EVMS Librarians Role

June 29, 2008

Judith G. Robinson, Associate Dean for Li-braries and Director of Educational Tech-nologyEdward. E. Brickell Medical Sciences Li-braryEastern Virginia Medical SchoolNorfolk, Virginia

THANK YOUrobinsjg@evms.edu