valuing libraries: demonstrating your library’s impact on your community

Valuing Libraries: Valuing Libraries: Demonstrating Your Library’s Demonstrating Your Library’s Impact on Your CommunityImpact on Your Community

Association of Jewish Libraries – New York Metropolitan AreaAssociation of Jewish Libraries – New York Metropolitan AreaNovember 8, 2007November 8, 2007

Presented by Presented by Joanne P. Roukens, Highlands Regional Library CooperativeJoanne P. Roukens, Highlands Regional Library Cooperative

www.hrlc.orgwww.hrlc.org

The New Jersey State Library & the Highlands Regional Library Cooperative present:

http://www.hrlc.org/

Today is about showing you Today is about showing you how valuable your library is how valuable your library is

and how you can and how you can communicate its impact to communicate its impact to your school, synagogue or your school, synagogue or

community centercommunity center

HRLC Funding & Resource Development THRLC Funding & Resource Development Taskforce & the New Jersey State Library, 20askforce & the New Jersey State Library, 200707

ObjectivesObjectivesAfter this program, you will be able to:After this program, you will be able to:

• Define what is valuable to customers and Define what is valuable to customers and funders/stakeholdersfunders/stakeholders

• Execute a seven-part strategic processExecute a seven-part strategic process• Identify your library’s “Value Proposition”Identify your library’s “Value Proposition”• Quantify your library’s valueQuantify your library’s value• Make your caseMake your case


OverviewOverview

All materials for this workshop are based on All materials for this workshop are based on

the WebJunction “Demonstrating Impact” the WebJunction “Demonstrating Impact”

web documentsweb documents

http://webjunction.org/do/DisplayContent?id=1193http://webjunction.org/do/DisplayContent?id=1193

http://webjunction.org/do/DisplayContent?id=1193


OverviewOverview

1.1. StrategizeStrategize2.2. Quantify Quantify 3.3. Make the CaseMake the Case

Three steps to demonstrating impact:


Value and VisionValue and Vision• What is value?What is value?

– "Value and Vision""Value and Vision" by Eleanor Jo “Joey” by Eleanor Jo “Joey” Rodger, Rodger, American LibrariesAmerican Libraries, Nov. 1, 2002, Nov. 1, 2002

• Ideas of value have changedIdeas of value have changed• Moving target, constantly needs Moving target, constantly needs

assessmentassessment• Usefulness, quality, availability, imageUsefulness, quality, availability, image



Value and VisionValue and Vision

• What it is What it is notnot::

– Historic, tradition, etc… is not always valuableHistoric, tradition, etc… is not always valuable– Doesn’t correspond to staff ideas of importanceDoesn’t correspond to staff ideas of importance– Is not about our professional valuesIs not about our professional values



• Not enough money to go aroundNot enough money to go around• How do we create more value?How do we create more value?• Doing wrong things well does not Doing wrong things well does not

create valuecreate value


Value and VisionValue and Vision• Strategic triangle Strategic triangle

1.1. Publicly valuablePublicly valuable2.2. Politically and legally supportedPolitically and legally supported3.3. Administratively and operationally feasibleAdministratively and operationally feasible

• Commit to reflection, listening and flexibilityCommit to reflection, listening and flexibility

Publ

icly

Val

uabl

e

Political & Legal Support

Feasible



• Evaluate each serviceEvaluate each service• Identify feasible enhancementsIdentify feasible enhancements• Listen and understand agendasListen and understand agendas• Recognize trends and realignRecognize trends and realign

Enhance Value:


Valuable to Your CustomersValuable to Your Customers


Valuable to Administrators Valuable to Administrators and Fundersand Funders


Value and Vision SummaryValue and Vision Summary• Identify was Identify was isis and is and is notnot “value” “value”• Examine services using the Examine services using the Strategic Strategic

TriangleTriangle• Need to keep an eye on trends and realignNeed to keep an eye on trends and realign• List what is valuable to customers, List what is valuable to customers,

funders/stakeholdersfunders/stakeholders

Demonstrating ImpactDemonstrating Impact

Part 1: StrategizingPart 1: Strategizing


7 Strategizing Steps7 Strategizing Steps

1.1. Assess your resourcesAssess your resources2.2. Identify your targetIdentify your target3.3. Become a lobbyistBecome a lobbyist4.4. Identify what is important to fundersIdentify what is important to funders5.5. Identify what you do bestIdentify what you do best6.6. Determine how to articulate valueDetermine how to articulate value7.7. Find the connectionFind the connection


1. Assess your resources1. Assess your resources

• All types and all sizes can do thisAll types and all sizes can do this• Principles stay the samePrinciples stay the same• Fit your plans to your libraryFit your plans to your library


2. Identify your target2. Identify your target

• Critical to successCritical to success• Understand your audienceUnderstand your audience• Express your value so it relates to themExpress your value so it relates to them• Relate value in real-world termsRelate value in real-world terms


3. Become a “Library Lobbyist”3. Become a “Library Lobbyist”

• Get out of the roomGet out of the room• Mingle in your buildingMingle in your building• Go have lunchGo have lunch• Build personal connectionsBuild personal connections• Make yourself visibleMake yourself visible


4. What is important to funders4. What is important to funders

• What is on the school board’s mind?What is on the school board’s mind?• Clergy, staff, trustees?Clergy, staff, trustees?• Administrators?Administrators?• What economic trends are effecting your What economic trends are effecting your

customers/funders?customers/funders?• What are the hot-button issues?What are the hot-button issues?


5. Identify what you do best5. Identify what you do best

• Clear mission statementClear mission statement• Strategic planStrategic plan


6. Articulating Value6. Articulating Value

• Focus on what you offer, what your Focus on what you offer, what your funders valuefunders value

• Audience attention is limited, as is your Audience attention is limited, as is your time.time.

• Concise, easy to understand and Concise, easy to understand and substantiatesubstantiate


7. Find the connection7. Find the connection

• Connect the dotsConnect the dots• Simple and powerful Simple and powerful • Value PropositionValue Proposition



The Value PropositionThe Value Proposition

• An offer, not a demandAn offer, not a demand • Not what you valueNot what you value• Only valuable perspective is the customer’sOnly valuable perspective is the customer’s• Valuable in a competitive environment Valuable in a competitive environment


OROR

If you give me If you give me thisthis (the money I am seeking), (the money I am seeking),

you will get you will get thatthat (specific benefits that come from library (specific benefits that come from library

services). services).


Value PropositionValue Proposition

What your library does well

What your funders value


The Value PropositionThe Value Proposition

• Actionable by you and your organizationActionable by you and your organization• Credible and compelling to target audienceCredible and compelling to target audience

Must fill two requirements:

Create Your Own Value Create Your Own Value Proposition!Proposition!


Value Proposition - ExampleValue Proposition - ExampleWhat the Acme Cleaners does best:


Value Proposition - ExampleValue Proposition - ExampleYou, the Acme customer, need:


Acme Cleaners’ Value PropositionAcme Cleaners’ Value Proposition


Niceville School Value Niceville School Value PropositionProposition

When you use the library, you can count on When you use the library, you can count on a welcoming atmosphere where you can a welcoming atmosphere where you can quickly find information for assignments, quickly find information for assignments,

teaching, great books to read and teaching, great books to read and computers to use for word processing, computers to use for word processing,

databases, websites and more. databases, websites and more. Assistance is always readily available. Assistance is always readily available.


Part 2: QuantifyingPart 2: Quantifying


1. Traditional Statistics1. Traditional Statistics

• Circulation figures, patron visits, Circulation figures, patron visits, collection size, reference transactions, collection size, reference transactions, program attendanceprogram attendance

– ProPro: Demonstrate base level of service: Demonstrate base level of service– ConCon: Doesn’t speak powerfully to : Doesn’t speak powerfully to

fundersfunders


2. 2. OOutcome utcome BBased ased EEvaluationvaluation

• Shows results as determined by previously Shows results as determined by previously set categoriesset categories

– ProPro: Specific, powerful, becoming more : Specific, powerful, becoming more prevalentprevalent

– ConCon: Can be an involved process: Can be an involved process


3. 3. RReturn eturn OOn n IInvestmentnvestment• Common in the for-profit sectorCommon in the for-profit sector• Shows value of servicesShows value of services

– ProPro: Clear, accurate statement of : Clear, accurate statement of fund use and resulting benefitsfund use and resulting benefits

– ConCon: Difficult to quantify benefits from : Difficult to quantify benefits from non-priced goods and servicesnon-priced goods and services


4. Anecdotal4. Anecdotal• Humanizes your servicesHumanizes your services

– ProPro: Powerful communication tool: Powerful communication tool– ConCon: Lacks hard evidence: Lacks hard evidence


5. Data From Peers5. Data From Peers

• Comparison of your services and statistics Comparison of your services and statistics to libraries with similar service profilesto libraries with similar service profiles

– ProPro: Fairly easy to complete: Fairly easy to complete– ConCon: Can backfire – : Can backfire – all politics are localall politics are local


Bottom LineBottom Line

• Best and most powerful arguments will Best and most powerful arguments will come from information about the come from information about the realities of your realities of your ownown community and community and your your ownown library. library.


What Data Do You Need?What Data Do You Need?

• Based on your strategy and your localityBased on your strategy and your locality• Need enough to establish the library value Need enough to establish the library value

to your fundersto your funders


Data CollectionData Collection

• EasiestEasiest: repackaging existing data: repackaging existing data• More difficultMore difficult: compiling, analyzing raw : compiling, analyzing raw

datadata• Most difficultMost difficult: collecting fresh data: collecting fresh data

We are going to do it the easy way!


What You Are Going to Do! What You Are Going to Do!

1.1. Gather your statistics Gather your statistics - Total of last fiscal year budgetTotal of last fiscal year budget- Last year’s circ/usage statsLast year’s circ/usage stats

2.2. Use price list from website and selectUse price list from website and select3.3. Open worksheet and fill in numbersOpen worksheet and fill in numbers


What You Are Going to Do! What You Are Going to Do!

1.1. Divide total value figure by budget figureDivide total value figure by budget figure2.2. Multiply by 100 to get ROI percentageMultiply by 100 to get ROI percentage


How Easy!How Easy!

• Niceville School LibraryNiceville School Library• Budget of $124,930Budget of $124,930• Student population of 793Student population of 793


Samples of Real ROI ResultsSamples of Real ROI Results

• Glen Rock Public Library – 580%Glen Rock Public Library – 580%• T. Jefferson School, Fair Lawn – 199%T. Jefferson School, Fair Lawn – 199%• South River Public Library – 275%South River Public Library – 275%• Burlington County Library – 490%Burlington County Library – 490%• William Paterson University Library – 333%William Paterson University Library – 333%


Part 3: Make Your CasePart 3: Make Your Case


Demonstrate Your ImpactDemonstrate Your Impact

• Make your caseMake your case• Pitch your storyPitch your story• Sell your valueSell your value


Strategizing StepsStrategizing Steps

1.1. Assess your resourcesAssess your resources2.2. Identify your targetIdentify your target3.3. Become a lobbyistBecome a lobbyist4.4. Identify what is important to fundersIdentify what is important to funders5.5. Identify what you do bestIdentify what you do best6.6. Determine how to articulate valueDetermine how to articulate value7.7. Find the connectionFind the connection


Construct Your ArgumentConstruct Your Argument

• ““Value of Services” documentValue of Services” document• Mission, vision statements, Strategic Mission, vision statements, Strategic

plan(s)plan(s)• BudgetBudget• Business plans Business plans


Business PlansBusiness Plans• Kenosha (WI) Public Library Kenosha (WI) Public Library http://http://

www.kenosha.lib.wi.us/publications/Businewww.kenosha.lib.wi.us/publications/BusinessPlans.htmlssPlans.html

• Oakville (ON) Public Library Oakville (ON) Public Library http://www.opl.on.ca/BP_05_v9_OPLB_Suhttp://www.opl.on.ca/BP_05_v9_OPLB_Summary.pdfmmary.pdf

http://www.kenosha.lib.wi.us/publications/BusinessPlans.html



http://www.opl.on.ca/BP_05_v9_OPLB_Summary.pdf

http://www.opl.on.ca/BP_05_v9_OPLB_Summary.pdf


Telling Your Story ToolkitTelling Your Story Toolkit• Telling Your Story Tool KitTelling Your Story Tool Kit – Joint Project – Joint Project

of the Iowa Library Service Areas and the of the Iowa Library Service Areas and the State Library of Iowa. State Library of Iowa. http://www.silo.lib.ia.us/for-ia-libraries/tell-lihttp://www.silo.lib.ia.us/for-ia-libraries/tell-library-story/brary-story/

http://www.silo.lib.ia.us/for-ia-libraries/tell-library-story/

http://www.silo.lib.ia.us/for-ia-libraries/tell-library-story/


Talking to PowerTalking to Power

• ““Talking to Power” by Kathy St. JohnTalking to Power” by Kathy St. Johnhttp://http://webjunction.org/do/DisplayContent?idwebjunction.org/do/DisplayContent?id=8581=8581





Talking to PowerTalking to Power• Know your audienceKnow your audience• Know your organization & communityKnow your organization & community• Join clubs, committees, boardsJoin clubs, committees, boards• Use your contactsUse your contacts• Be knowledgeable Be knowledgeable • Be preparedBe prepared


Talking to PowerTalking to Power• Learn to “sell”Learn to “sell”• Be nice – firm, not demandingBe nice – firm, not demanding• Be confidentBe confident• Be relentless & ubiquitousBe relentless & ubiquitous• Be punctualBe punctual• Keep in touchKeep in touch • Be briefBe brief


Things We Can Boast About:Things We Can Boast About:


““Elevator Speech”Elevator Speech”• Important first impressionImportant first impression• Compelling and descriptiveCompelling and descriptive• Highlights specific accomplishmentsHighlights specific accomplishments• Contains a benefit for the listenerContains a benefit for the listener• It’s a pitch disguised as conversationIt’s a pitch disguised as conversation


B.A.S.E.B.A.S.E.

• BBriefrief• AArticulaterticulate• SSincereincere• EEnthusiasticnthusiastic


The “Elevator” Speech Answers:The “Elevator” Speech Answers:

• What do we do?What do we do?• Whom do we serve?Whom do we serve?• What makes the library unique?What makes the library unique?• How does the library bring value?How does the library bring value?


Impact LetterImpact Letter

• NotNot a request for money a request for money• Provides additional information Provides additional information • Puts the case in Puts the case in practicalpractical terms terms • Brief format with punchBrief format with punch• Pertinent statisticsPertinent statistics• Value of servicesValue of services• Invitation to be in touchInvitation to be in touch


Impact LetterImpact Letter

• Bob Watson of Lake Villa (IL) District Bob Watson of Lake Villa (IL) District Library sent Library sent this letter this letter to his mayor and to his mayor and board members, translating the value of board members, translating the value of his library into dollars and cents. his library into dollars and cents.

http://webjunction.org/do/DisplayContenthttp://webjunction.org/do/DisplayContent?id=8496?id=8496





Who Are Your Advocates?Who Are Your Advocates?


Think Branding & Marketing!Think Branding & Marketing!• Supplement your direct messageSupplement your direct message• Complementary messages to wider Complementary messages to wider

audienceaudience• Specific goal of communicating your valueSpecific goal of communicating your value• Create advocatesCreate advocates


Marketing – Four StepsMarketing – Four Steps

1.1. Find out what people needFind out what people need2.2. Give it to themGive it to them3.3. Get feedback on the changesGet feedback on the changes4.4. Revamp, if necessaryRevamp, if necessary


Marketing Resources at Marketing Resources at WebJunctionWebJunction

http://webjunction.org/do/Navigation?http://webjunction.org/do/Navigation?category=393category=393

http://webjunction.org/do/Navigation?category=393

http://webjunction.org/do/Navigation?category=393


Public RelationsPublic Relations

Think well of us and think of us oftenThink well of us and think of us often!!


Ways to Deliver Your MessageWays to Deliver Your Message

• Meetings – parents, faculty, trustees Meetings – parents, faculty, trustees • Newsletters, flyers, brochures, posters, Newsletters, flyers, brochures, posters,

bookmarksbookmarks• Press releases, library newsletters, emailPress releases, library newsletters, email• Website – Website – be there!be there!


ReviewReview• Value – what is it, how do we enhance itValue – what is it, how do we enhance it• 7 steps to strategizing7 steps to strategizing• Value PropositionValue Proposition• Quantify benefitsQuantify benefits• Make your case, deliver itMake your case, deliver it• Create advocates and champions!Create advocates and champions!


ACTION! ACTION!

1.1. Gather your statisticsGather your statistics2.2. Create your “Value of Services” documentCreate your “Value of Services” document3.3. Create your “Strategy for Communication” Create your “Strategy for Communication”

planplan4.4. Go advocate for your library!Go advocate for your library!


Valuing Libraries ToolkitValuing Libraries Toolkit

www.hrlc.org/joanne/ajl-nyma.htmwww.hrlc.org/joanne/ajl-nyma.htm and and

www.ajlnyma.orgwww.ajlnyma.org

Materials for the Valuing Libraries Toolkit are available at:

http://www.hrlc.org/joanne/ajl-nyma.htm

http://www.ajlnyma.org/

QUESTIONS?QUESTIONS?


Acknowledgements Acknowledgements

• HRLC Funding and Resource HRLC Funding and Resource Development TaskforceDevelopment Taskforce

• New Jersey State LibraryNew Jersey State Library, Norma Blake , Norma Blake • Institute of Museum and Library ServicesInstitute of Museum and Library Services


Special Acknowledgement Special Acknowledgement To: To:

www.webjunction.orgwww.webjunction.org & OCLC & OCLC

&&

The Bill and Melinda Gates FoundationThe Bill and Melinda Gates Foundation

http://www.webjunction.org/


ConclusionConclusion

Strategy Strategy + quantify+ quantify = Impact= Impact


Valuing LibrariesValuing LibrariesContact Info:Contact Info:

• Joanne P. Roukens, Executive DirectorJoanne P. Roukens, Executive DirectorHighlands Regional Library CooperativeHighlands Regional Library [email protected]@hrlc.org


The Highlands Regional Library Cooperative (HRLC) is a proud member of the New Jersey Library Network.

Valuing Libraries is supported by the New Jersey State Library and is funded by the Institute of Museum and

Library Services, an independent federal agency whose mission is to create strong libraries and museums that

connect people to information and ideas.

This workshop was made possible by a funding partnership between the New Jersey State Library and HRLC.

Norma Blake, New Jersey State Librarian

Joanne P. Roukens, Executive Director, HRLC

valuing libraries: demonstrating your library’s impact on your community

Documents

new jersey state library

ideas of value

realignenhance value

librarys impact

demonstrating impactpart

librarys valuemake

american libraries

impact web documentshttp