Presented as a webinar for ALA with our colleagues from the Cedar Park (IA), Crystal Lake (IL) and Milpitas (CA) libraries, you can learn practical and actionable ideas for putting best practices from political campaigns for door to door engagement with your community to work for Library Card Signup Month. Web archive of the presentation is available at http://ala.adobeconnect.com/p73mu8bs0k7/ (forward to the 2 minute mark to begin, please).

1. Using door-to-door marketing for
library card sign-ups
John Chrastka, EveryLibrary; Amber Mussman, Cedar Rapids (Iowa) Public Library; Linda Price-Natter
and Pam Miller, Crystal Lake (Illinois) Public Library; and Shoshana Francis, Milpitas (California) Library.

2. About EveryLibrary
EveryLibrary is the first national political action committee for libraries. We
provide pro-bono training and coaching to library staff and boards on effective
Informational communications campaigns and pro-bono advising and consulting to
local Vote YES committees in support of the library referendum or measure.
28 library ballot measures; 22 wins
$55.4 million in stable tax funding secured to date
8 more campaigns on November 3rd ballot
Building voter support for libraries

3. Why Go Door to Door?
What we know from library campaigns and voter engagement
Building voter support for libraries

4. 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
@everylibrary

5. 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.
- OCLC "From Awareness to Funding" p. 7-4
@everylibrary

6. 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.
- OCLC "From Awareness to Funding" p. 7-3

7. They recognize the value of a ‘passionate librarian’ as a
true advocate for lifelong learning.
@everylibrary
Attitude - Not Demographics

8. What Activates Voters
From the political sciences:
Weather, personal motivation, trust in government and the political process…
Are they a voter or do they sometimes vote?
Meeting the candidate or their representative*
@everylibrary

9. What Activates Advocates
From development and fundraising professionals:
Easy to use tools, is there an identified need, does the institution have a good
reputation, and have they made a pledge
Prior success as an advocate (level up)?
Do they have an experience of the issue or its impact*
@everylibrary

10. Walk Your Precinct
If the knock on the door and the chance to meet the candidate is the most
important way to motivate a voter….
And if the librarians and staff are the candidate….
@everylibrary

11. Questions and Comments for John are welcome in the chat box.
We’ll queue them up for the end….
Building voter support for libraries

12. Today’s Expert Advice
Amber Mussman, Cedar Rapids (IA) Public Library
2015 Door to door card signups
Linda Price-Natter and Pam Miller, Crystal Lake (IL) Public Library
2014 Strategic planning survey and 2015 door to door signups
Shoshana Francis, Milpitas (CA) Library
Canvassing Tips & Tricks

13. Amber Mussman
Cedar Rapids Public Library
2015 Library Card Signups

14. Why
• National Library Card Sign-Up Month
• Community Connections
• Vote on November 3, 2015

15. Who and What
• Staff and Volunteers
self selected to join us
• Fears were addressed
• Tools and technology
• Training

16. Criteria for Neighborhood Selection
• Access to the library
• Haven’t noticed us
• Leverage

17. Tools

19. Conversations– 106
Doors knocked – 180
Leave behinds – 74
Cards made - 36
Measurement

20. Questions and Comments for Amber are welcome in the chat box.
We’ll queue them up for the end….
Building voter support for libraries

21. Linda Price-Natter and Pam Miller
Crystal Lake Public Library
2015 Library Card Signups and 2014
Strategic Planning Surveys

22. Our Strategy
Community Engagement

23. The Process

24. Our Teams

25. https://www.youtube.com/watch?v=hxCHEJS
HOBE
Communication Staff Packets Include:
· 2015 Library Card Sign Up Month Bookmark
· The Most Valuable Card in Your Wallet Brochure
· Fiscal Year 2014/15 Annual Report
· Magnet with Library Hours
· CLPL Pen
Circulation Staff Packets Included:
· 20 Library Card Applications in English
· 10 Library Card Applications in Spanish
FAQ Sheet
· 20 Library Cards and marker
· 20 Business cards

26. Business Partner and Education
Partner Materials

27. Staff and Public Response

28. What We Learned

29. Capturing the Data

31. Questions and Comments for Linda and Pam are welcome in the chat box.
We’ll queue them up for the end….
Building voter support for libraries

32. Shoshana Francis
Milpitas Library
Canvassing Tips & Tricks

33. Write it up, memorize it, practice it!
• Don’t just wing it, or you’ll end up stumbling over your
words and looking foolish.
• Once you’ve written up the basics, memorize it. Then
PRACTICE, PRACTICE, AND PRACTICE AGAIN. Use role-
play and partners.
• Make sure your delivery is strong and to-the-point.
Confidence inspires confidence. Be passionate, and let your
love of the library shine through.

34. Be official
• Wear your library name-tag and carry an ID
card, so people know who you are.
• If people are squirrely, have them call your
library and verify you work there.

35. Be friendly
• Smile, and make eye contact. Eye contact is
extremely important.
• If they’re not interested, or are actively hostile,
simply thank them for their time and walk away. DO
NOT ENGAGE THE HATERS.

36. Be prepared
• Dress for the weather. If it looks like it might
rain, bring an umbrella. Wear comfortable
shoes
• Bring a bottle of water and a snack. Make
sure your phone is charged

37. BE SAFE!
• Always canvass in pairs
• Be smart and don’t be afraid to say “no thank you”
• Never give out any personal information
• Make sure others know where you’ll be, and when

38. Be organized
• Mark out your "turf" for each day. You should try for about
10 houses/hour
• Mark which streets you’ve already done on a master map
• As you go, write down the house #s where no one was
home, and go back later
• The best time of day is the after-work hours

39. Know your stuff
• Nothing is more embarrassing than having
someone ask a question about the library, and
not knowing the answer.
• If possible, carry a tablet with you

40. Keep your mood up
• After a bad experience, sit down and take a
break. Take deep breaths, kick the curb,
smoke a cigarette if that’s your thing,
whatever calms you. Do not take that bad
energy to the next door.

41. Questions and Comments for John, Amber, Linda and
Pam, and Shoshana are welcome in the chat box.
Building voter support for libraries

42. Wrap Up, Resources and Questions
EveryLibrary’s “Library Card Signups” guide is available
free of charge at www.everylibrary.org
All the sample materials from today’s webinar is available
via dropbox at: http://bit.ly/librarycardsignup
or from EveryLibrary.org
Building voter support for libraries

43. Shoshana Francis
Supervising Librarian, Adult & Teen Services
Milpitas Library
408-262-1171 x3612
sfrancis@sccl.org
John Chrastka
Executive Director
EveryLibrary
john.chrastka@everylibrary.org
312-574-0316
@everylibrary
Building voter support for libraries
Linda Price-Natter
Public Relations Coordinator
Crystal Lake Public Library
lprice-natter@clpl.org
Pam Miller
Head of Circulation Services
Crystal Lake Public Library
pmiller@clpl.org
Amber Mussman
Community Relations Manager
Cedar Rapids Public Library
(319) 739-0404
mussmana@crlibrary.org

44. Thank You!
John Chrastka, EveryLibrary;
Amber Mussman, Cedar Rapids (Iowa) Public Library;
Linda Price-Natter and Pam Miller,
Crystal Lake (Illinois) Public Library;
Shoshana Francis, Milpitas (California) Library.