FLACON2016 "Librarian as Candidate" 2 March 16

The Librarian as Candidate
#FLACON2016
John Chrastka
@mrchrastka | @everylibrary
Building voter support for libraries

● First Nationwide PAC for
Libraries
● Set up as a c4 rather than
a c3
● 33 Campaigns to date
25 wins
● $64.4 million in stable tax
funding
● Pro Bono Approach

● Negotiation and Lobbying Support
for funding
● Over 50 trainings - from individual
libraries to state assoc and agencies
● #votelibraries 2016
● The Political Librarian
● everylibrary.org - professional facing
votelibraries.org - public facing
action.everylibrary.org - petitions and
events

Voter Data that Frames Our
Discussion
“From Awareness to Funding” says…

Civic Attitudes
● 94% of Parents say libraries are important for
their children. 79% say “very important”. 2
● 58% of Americans have a library card. 3
● 62% of card holders have visited the library in the last year at
least once.4
2. Pew, May 2013
3 and 4. Harris Interactive | ALA, January 2011

Voter Attitudes
Nationwide, of all voters:
37% will Definitely vote yes for the library
37% will Probably vote yes for the library
26% will Probably or Definitely vote no or
may vote either way.

Library Use Does Not Matter
A voter’s willingness to support increased library funding is
not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2

Library as Transformative Force
[T]he library is not perceived as just a provider of practical
answers and information; the most committed supporters
hold the belief that the library is a transformational force.

Attitude - Not Demographics
A crucial and somewhat unexpected finding from the segmentation analysis
was that demographics and lifestage were not important constructs in the
library supporter segmentation. In fact, demographics are irrelevant to
library funding support. The factors that determine residents’ willingness
to increase their taxes to support their local library are their
perceptions and attitudes about the library and the librarian, not their
age, gender, education level or household income. Library funding support
is an attitude, not a demographic.

Attitude - Not Demographics
The factors that determine residents’ willingness to
increase their taxes to support their local library are their
perceptions and attitudes about the library and
the librarian.

What Activates Voters for a Library Measure?
● Is the reason for the tax - and process to get there -
legitimate?
● Is there a difference between Plan A and Plan B?
● Where is my money going? and
Who is spending my money?

What Activates Voters?
Seven Factors:
 A Reason to Vote
 Mobilized
 Personal Contact with Candidate or Issue*
 Culture/Tradition/Habit of Voting*
 Trust in Government
 Decided to Vote
 Weather/Access to Polls

What Activates Voters for a Library Measure?
The Librarian is the Candidate
The Library is the Incumbent
Library = Librarians + Community

How Candidates “Surface”
● Write the book
● Tell their story
● Be seen as an expert
● Start an Exploratory Team
● Get endorsed
● Launch their Campaign

What is Your Book?
Strategic Plan
Management Plan
Service/Programs/Collections Plan
Fundraising Goals
Financials and Fiduciary

Voters as Constituents
and
Advocates as Lobbyist

Build Infrastructure Before You Need It
1. Start talking about your plans
2. Introduce staff to the public
3. Drink more coffee (meetings)
4. Ask people to join you
5. Spend money to get Likes
6. Sign folks up for emailing lists
7. Continually educate your stakeholders

Introduce Staff to the Public
● Humanize your social media
● Walk your neighborhoods
o Library Card Signups
door to door
o Surveys door to door
● Look past job titles

Drink More Coffee w/ People
I Like what you’re doing --->
I Support what you are doing --->
I Want to identify us with what you are doing.

Drink More Coffee w/ Partners
1. Educational Partners
2. Social Welfare and Religious Partners
3. Governmental Partners
4. Civic Partners
5. Business Partners
6. Politicians
7. Media
#everylibrary

Asking people to join you
● Involved in their communities
● Library’s importance to a child’s
education
● See the library as a noble place
● Library as a vital community
resource to be supported
● Value a ‘passionate librarian’

Limits to their Love
They will not ‘go’ without your permission.
They will stand with you. But they won’t stand long
without you.
You don’t want them to stand alone. They start to wander.

Infrastructure….
Spend money to get Likes
-Likes are the gateway to effective, cheap, and locally
relevant advertising on social media
Sign folks up for emailing lists
- Email is the gateway to the internet.

Educate Your Stakeholders
Tell your story. Be the Expert.
Strategic Plan
Management Plan
Service/Programs/Collections Plan
Fundraising Goals
Financials and Fiduciary

Identify leaders with 5 quick questions
Q1. Why is the library important to you, personally?
Q2. What is your favorite reason to use the library?
Q3. Who does the Library serve?
Q4. Why is the library important to those people?
Q5. What will new funding do to serve those communities?

Talking to Politicians
about Libraries

Why Talk Politics and Libraries?
Your funders - elected officials - listen to voters.
Not all voters. Their voters.

Florida State Senate District
Boundary Map

Florida 12th and 14th Senate Districts

Talking to Politicians about Libraries
Politicians respond to only two things - Money and People. We probably
can’t get the money, but the data shows that libraries are well supported by
the people. So we definitely get the people.
Your electeds listen to their voters. They will be responsive if you can speak
not only to the needs of your community, but also why and how the
librarians are a partner in addressing those needs.
Your electeds have an agenda. They can be responsive if your ask aligns
with a core reason that they ran for office.

How to Win Over
Elected Officials

Guiding Principle: The Haycock Rule

The Haycock Rule
“The rules of advocacy include recognizing that the target warrants respect, that
the target makes decisions for his or her own reasons, not ours, and that the most
effective advocacy is about connecting agendas (your agenda will be advanced by
supporting our request). Advocacy is like banking—you can’t make withdrawals if
you have never made any deposits.”
- “A” does stuff for “Z” because “A” wants “Z” to like them
- John does stuff for Patrick not only because John likes Patrick but because
John knows that if he doesn’t help Patrick move (again) then Patrick may not
like John as much.

“We got it because we asked”

There are a Ton of Asks
Legislative Day in Tallahassee March 17 - 18 , 2015
Home Care Association of Florida
http://www.homecarefla.org/events/EventDetails.aspx?id=596248&group=
Building Officials Association of Florida
http://boaf.net/default.asp?page=LegislativeDay
Florida League of Cities
http://www.floridaleagueofcities.com/News.aspx?CNID=13876
Florida Clerks and Comptrollers
http://www.flclerks.com/events/EventDetails.aspx?id=603107&group=
Florida Pharmacy Association
http://www.pharmview.com/event/id/501166/Florida-Pharmacist-Legislative-Days-and-Health-Fair.htm

But You Need to Ask
Elected officials get a lot of "asks". If we don't ask, we don't get heard. If we are
not in line when the line moves, it moves without us. If we're not 'fundable', when
the funding comes we're not going to get any.
What makes us fundable?
Do you have the authorization to be in the appropriations?
When can we change the authorizing language

Researching Your Electeds
What committees does your elected sit on (policy/budget/approps) that libraries
are part of?
What committees does your elected sit on (policy/budget/approps) that libraries
have never been in?
What caucuses are your electeds involved in that may not normally look at
libraries?

Mapping Your Ask to Elected
Officials’ Priorities

GOVERNOR RICK SCOTT’S FLORIDA FIRST BUDGET
FY 2016-2017 Recommended Budget Highlights
The Governor’s total recommendation in the Florida First budget for Fiscal Year 2016-2017 is $79.3 billion. The
general revenue portion is $29.3 billion. The general revenue funds available for the FY 2016-2017 budget year
increased $1.3 billion from the previous fiscal year, a five percent increase. This increase is an indication that
Florida’s economy continues to improve.
The Florida First Budget includes Governor Scott’s priorities to help diversify the economy to make
Florida first in job creation by:
1. Cutting over $1 billion in taxes for Florida families and businesses;
2. Making Florida more competitive to help small businesses succeed; and
3. Investing historic funding in K-12 education, State Colleges, and Universities so Florida has the
most highly skilled workforce in the world.

Mapping Your Ask to Your Electeds’ Priorities
Our Florida First budget cuts taxes by $1 billion to grow our manufacturing industry and help Florida small
businesses while further diversifying the economy. Included in our tax cut proposal is the elimination of the
tax on business income for Florida manufacturers and all Florida retailers, which include many small
businesses across the state. We are also cutting the tax businesses pay on their commercial leases which
unfairly targets small businesses.
The Florida First budget invests in job creators that are on the front lines of diversifying our economy and
the creation of jobs. When small businesses keep more of their money as a result of lower taxes, they buy
more equipment, spend more on research and marketing, and hire more employees.
http://www.floridafirstbudget.com/HomeFY17.htm

We know that cutting taxes alone will not be enough to diversify our economy and allow Florida to
overtake our number one competitor, Texas, to become first in job creation. That is why I am proposing to
create the new Florida Enterprise Fund so we can diversify Florida’s economy, support small business,
and compete against Texas.
I know there will be some critics who say we cannot afford to cut taxes by $1 billion while also creating a
one-time $250 million trust fund for economic incentives. But, I want to be clear on the numbers. Our
state’s economy is growing by over 2.7 percent, which means our state general revenues are up by $1.3
billion.
In fact, total general revenues exceed this year’s recurring budget by $3.4 billion.

When I talk to business owners, the number one thing they ask about when considering moving jobs to
our state is our education system. If we are going to become first in job growth, Florida must be
home to the most talented workforce in the world. That’s why the Florida First budget continues our
commitment to providing teachers and students the tools they need to succeed in the classroom and
invests historic amounts of funding in our K-12 education system, state colleges and universities.
We are also investing in a competitive grant program at our technical centers because these institutions
train students to get a great career with only a year of education. And, we are investing in our teachers
by partnering with high-tech businesses across the state to give educators a paid-summer internship
so they can bring new industry trends back to the classroom. We want businesses to know that Florida
has the most skilled workforce in the world and that we are ready to immediately fill jobs in high-demand
fields.

Guiding Principle: Dread Pirate
Roberts

“Your brains, his strength, my steel”
Electeds are your neighbors. And they have the checkbook.
Present yourself as if you are there to help them accomplish their goals (not the
other way around).This is an opportunity to start a relationship (not one off deal)
You are the best expert on 21st century libraries in your community.
You have on-the-ground, actionable intelligence about the neighborhood your
elected is representing.

Pro-Tips for Elected Officials
Be the candidate, again:
● Write the book
● Tell their story
● Be seen as an expert
● Start an Exploratory Team
● Get endorsed
● Launch their Campaign

Pro-Tips for Elected Officials
It is a discussion, not a debate.
Unless you know the elected is actually opposed or is on the
record as true friend to libraries, assume they are neutral,
interested, and unaware.

Conventional Wisdom Says….
Ask “open ended questions”...
What do you think of libraries?
What can libraries do for you and your position?
What can we (librarians) do to support your work?

Two Key Question for Legislators
1) How do you see libraries fitting into this ordinance/bill?
1) How do you see librarians putting this idea to work in the
community?

Making a New Ask
1. Where does revenue come from in Florida?
2. What are the priorities of my elected officials?
3. What is “regular order” for the lawmaking or rulemaking
body?
4. How can I make this easy for them?

Where does revenue come from in Florida?
Gross Receipts
Sales, Use and Excise Tax (stuff you buy, consume, or document)
Severance (Oil & Gas, Minerals)
“Other” (Licenses, titles, insurance, and surcharges)
Corporate Income Tax (5.5% nominal rate)
Local Property Tax

Understanding Regular Order
I. Dates and Statutory Deadlines
II. Rules and Process for participation
III.How the ordinance / bill starts
IV.How the ordinance / bill moves
V. How to amend on the floor
Backroom work still gets it done. Out front is political cover,
political pressure, or political affirmation.

Making a “New Ask” Easier
We have developed model language for an ordinance/bill that
would address X or Y or Z.
Would you like to see it?

Extending Your Influence

What do candidates know?
● Vision for the community is the key story to tell
● You will either have more money than people, or more
people than money
● Elections are won through coalitions
● Endorsements drive legitimacy
● Proxies who to speak for the candidate are necessary

Extending Your Influence
What systems already exist in your community or statewide that align with
libraries? Where are your natural partnerships? Who are you regularly frustrated
with?
State and Local Systems:
Boards and Commissions
Coalitions of Common Cause
Coalitions of Common Concern

Early Learning Councils in Florida
“The [Council] has established a Board of Directors representing all five counties served. This Board
brings together the primary agencies in our area that work with children, including the Department of
Children and Families, the local school boards, Head Start programs, the Workforce Board, the Board of
County Commissioners, the local community college, child care provider representatives, and the private
business sector.”
Early Learning Council of NW Florida needs board members:
http://www.elcofnwflorida.org/?q=BoardMembership
Community Partners of the Early Learning Coalition of Florida’s Heartland:
http://www.elcfloridasheartland.org/about-us/funders-community-partners

Maybe Change the Law?
1002.83 Early learning coalitions. Sub (4) Each early learning coalition must include the following member positions:
(a) A Department of Children and Families regional administrator or his or her permanent designee who is authorized to
make decisions on behalf of the department. (b) A district superintendent of schools or his or her permanent designee who
is authorized to make decisions on behalf of the district. (c) A regional workforce board executive director or his or her
permanent designee. (d) A county health department director or his or her designee. (e) A children’s services council or
juvenile welfare board chair or executive director, if applicable. (f) An agency head of a local licensing agency as defined in
s. 402.302, where applicable. (g) A president of a Florida College System institution or his or her permanent designee. (h)
One member appointed by a board of county commissioners or the governing board of a municipality. (i) A Head Start
director. (j) A representative of private for-profit child care providers, including private for-profit family day care homes. (k) A
representative of faith-based child care providers. (l) A representative of programs for children with disabilities under the
federal Individuals with Disabilities Education Act. (m) A central agency administrator, where applicable.
http://www.floridaearlylearning.com/sites/www/Uploads/files/Oel%20Resources/Early_Learning_Statutes_and_Rules.pdf

EXAMPLE - LETTER OF RECOMMENDATION
When you submit the application, please send a copy to Leadership Florida:
Leadership Florida
215 South Monroe Street, Suite 710
Tallahassee, FL 32301
info@leadershipflorida.org
A letter of recommendation will be written on behalf of Leadership Florida in support of your
candidacy. We also recommend that you have two or three letters of recommendation attached with
your application or submitted directly to the Appointments Office.
http://www.leadershipflorida.org/governmental-appointments

What Coalitions are Right for You?
Economic Development
Early Literacy and Early Childhood
Grade Level Reading
Housing and Food Security
Immigration
Safety and Violence

Economic Development Coalition Example
Statewide:
Florida Strategic Plan for Economic Development
http://sitefinity.floridajobs.org/Business/FL5yrPlan/FL_5yrEcoPlan.pdf
Local Level:
“Economic Development is the number one priority of our Board of County Commissioners.
As a result of this unified focus, the County hired their first-ever economic development director
to implement a sustained effort to attract and retain businesses to reduce the tax burden on
residential property owners and promote job creation for local residents. The County's Office of
Economic Development coordinates overall economic development efforts in [REDACTED] and
serves as the designated primary partner with Enterprise Florida.”

An Economic Impacts Example
Los Angeles Public Library strategic plan - Goal 4
Offer programs, resources and connections to partner
organizations that will help them develop and maintain
viable companies.
Partner with workforce development organizations to offer and
promote programs and services that enhance job seeking,
language, computer and social media skills.
Create a web portal for small businesses.
Actively promote programs and services to entrepreneurs and
job seekers.
Expand financial literacy offerings http://www.lapl.org/sites/default/files/media/pdf/about/LAPL_Strategic_Plan_2015-2020.pdf

Plan A | Plan B
● What happens if it passes….
● What happens if it fails…..
● Talk about ’features’
● But focus on the outcomes

Message Box Exercise
Positive message
development
Anticipate opposition
Connect the dots for the
unaware

To Library Users:
● “As you know...”
● Personal Value Proposition
● Value for Other
● Activation as a Voter
To Non-Users:
● “As you can imagine...”
● Value to/for “Other”
● Satisfaction as a Voter
Remember – Use Does Not Matter

(this slide is intentionally blank)

My Big Ideas for Florida Libraries
★ Constitutional Revision Commission
★ Door to Door Library Card Signups
★ Dues Increase that is focused on statewide marketing to the public about
value of libraries and librarians

John Chrastka
EveryLibrary
www.everylibrary.org
facebook/everylibrary
@everylibrary
Thank You

FLACON2016 "Librarian as Candidate" 2 March 16

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