what library associations can do, advocacy experiences from germany

Barbara Schleihagen, German Library Association

What library associations can do: advocacy experiences from Germany

The Future of Information and Library AssociationsNVB/IFLA Satellite Conference The Hague 8-9 August 2012

What is advocacy?

• Advocacy has been defined as a planned, deliberate, sustained effort to raise awareness of an issue or issues; it is an ongoing process where support and understanding are built incrementally in order to change attitudes, policies or practices.

(Source: http://www.ifla.org/en/node/5704)

German Library Association | Barbara Schleihagen | 09.08.2012

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Contents1. Background: Libraries in Germany and the German

LA

2. Our Library Campaign „Meeting Point Library“ and its various components

3. Our annual „State of Germany‘s Libraries Report“

4. Visit by Parlamentarians to Digitisation Centre

5. Effects of enhanced advocacy on our library association


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Germany and its libraries• 82 Mio inhabitants in Germany• 8 Mio are registered public library users• 10,855 libraries in Germany• 8.256 public library systems / 9.898

service points• 2.113 with full-time staff (6.143 p.-t.s. or

volunteers)• 362 Mio media units are held by our

libraries• 660,000 patrons visit our libraries each

day

German Library Association• Founded in 1949• 2,100 members: libraries with full-time staff (3,000 service

points)• Federal structure: 16 state library associations, 8 sections

according to library type and size, 9 committees• Headquarters with now 10 staff members• Revenue now: 1 Mio Euro/annually comes from• membership fees (1/3) and third-party project funds (2/3)• No conference income, no publications income


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Challenges for libraries

• Re-positioning of libraries in digital age• Developing new updated services • Restrictions by copyright legislation• No Federal library legislation in Germany


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Challenges for (public) libraries• Need to position public libraries (also) as educational

institutions• Prove potential of libraries to help overcome social,

economical and technical challenges• Limited and decreasing resources from municipalities• Increased use of and increased demand of services by

public libraries• Update and improve old-fashioned image of libraries


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Campaign “Meeting Point Library”

• Inspired by Austrian Library Association• Beginning in 2008, now in its 5th year• One week: 24-31 October• Start: National Library Day on 24 October


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Goals

• Position public libraries as educational institutions • Improve the image of all libraries• Draw media attention to libraries and their services• Provide springboard for discussing political issues• Convey the contributions that libraries make to social

and political issues (e.g. technological development or demographic change)


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Corporate Design (in print and download)


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in one weekmore than 5.000 events


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http://www.flickr.com/photos/bibliothekskampagne_2010/5277253556/in/photostream




Common platform with event calender


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Patron: Federal President Joachim Gauck


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Partners and Sponsors


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http://www.borromedien.de/

http://www.ekz.de/

http://www.fachbuchjournal.de/

http://www.st-michaelsbund.de/

http://www.3pc.de/

Support by famous ambassadors


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media partners for free advertisement


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http://www.sz-neueprodukte.de/metropolen_alle.html

http://www.fr-online.de/

http://www.chrismon.de/

http://www.abendblatt.de/

http://www.ostseezeitung.de/

http://www.spektrum.de/

http://www.br-online.de/bayern2/

http://www.radiobremen.de/nordwestradio/

http://www.inforadio.de/

http://www.wdr5.de/

Further PR materials

• E.g. photographs for free use by library association members


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Marketing

• T-Shirts• Large Panel Posters


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central kick-off and closing eventsin cooperation with media partners and government representatives


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ABC Webclip on libraries


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Library channel on You Tube


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Social media: Flickr account


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Social media: Blog


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State of Germany’s Libraries Report

• Short (12 pages) and concise overview of the state of German libraries

• Comprehensive statistics which are illustrated by stories, photographs and graphics


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Why a State of Germany’s Libraries Report?• We had a potpouri of wonderful events without a

clear (political) message of what we actually want• For many years the idea was to produce a statistics-

based report but was never put into practise• The important impetus for actually writing a report

was the current public financial situation


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Goals of Libraries Report

• Draw nation-wide public attention on the contributions that libraries can make to societal challenges

• Support our advocacy efforts• Connect the library campaign with our library policies


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Concept of Libraries Report

• Key messages on the overall situation• Different themes with current political relevance • Building on existing facts and statistics (German

library statistics, current studies, further surveys)• Mixture of text, graphics and photographs • Publication within the framework of „Meeting Point

Library“


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Contents of Report on Libraries

• Statistics on financial situation in libraries based on survey conducted by association in Spring

• Consequences for library patrons resulting from cuts are named: service reductions

• Areas where libraries contribute and areas where potential of libraries are not fully exploited are described


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Libraries Report, example

• Blank spots (no public library present) on the map even in our model federal state Baden-Württemberg


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Libraries Report, example

• How many professionally-staffed libraries meet the minimum standards?


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Results

• Many background reports on libraries in the national and regional media

• 1.000 media reports in 4 weeks (the list consists of 36 pages references)

• More than 20 radio broadcasts


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Results

• Long-term effects: increase of press enquiries and interviews with governing board and executive director

• Media reporting on „Meeting Point Library“ is more focused on library policy issues not events

• Report has also impact on regional and local level


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Press and media work for library campaign • Commissioning of media agency• Communication strategy for public relations, media

partners and media cooperation in 2010• Press releases• Press conference• Journalist trip (2,5 days) to various libraries since

2009


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Press and media work

• Creation of a “topics pool”: • geografic, type- and content-wise balanced pool of

libraries and topics• New in 2012: • Commissioning of a journalist who writes short texts

on various topics that are formulated in consultation with us. Will be offered especially to the regional and local press together with photographs for free use


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Press and media work Focussed attention of media through well-craftedbuild-up of media work:

• „Meeting Point Library“ (reason)• National Library Day / Library of the Year Award

(reason)• Libraries Report (figures, facts, graphics)• Trip for journalists (concrete illustration and stories)

Commissioning of media agency (professionals)


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success factor: well-planned dramaturgy• Press releases announce national campaign with

examples of events and forthcoming Libraries Report• Report is presented at press conference to launch annual

campaign “Meeting Point Library”• Press conference is part of media trip to various libraries• Opening event with “Library of the Year Award” and

government representatives• Closing event with presentation of “Medal to outstanding

supporter of library”• Accompanying social media presence• Background information and photos offered to media


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Visit of Parlamentarians to Digitisation Centre


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Success contributes to growth of association

Substantially better visibility of libraries with

the media

Better visibility of association

with (potential) members

Growing membership

Members are more

convinced of quality of

association work

Decision to increase

membership fee by 10%


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Membership development 2001-2011


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Increased visibility and better

reputation with Federal Ministry of

Education

LA became founding member of

ministry‘s „Alliance for Education“

New funding possibilities from ministry with new call for projects



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Better financial basis of

association

New staff positions are

created in association

• 2009: Event Manager

• 2012: Officer for Political Communication

• 2014: Press Officer

new political issues are taken up

much quicker

• e.g. e-books in libraries

Next step: Enlarge advocacy basis: re-viveplatform for friends of the library groups

• First meeting in Cologne 21.04.2012• Next meeting in Leipzig in March 2013• 6 month free

trial membership

Deutscher Bibliotheksverband e.V. | Vorstand

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23.05.2012

Success leads to further successImproved

visibility of libraries

Improved visibility of association

new members

Better and sustainable financing

basis

new staff members


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Thank you!

Barbara Schleihagen

[email protected]

www.bibliotheksverband.de

mailto:[email protected]

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