OCLC Online Computer Library Center 1 Creating Library Advocacy Messages

OCLC Online Computer Library Center 2 Session Purpose This session is about developing advocacy messages to communicate with the people in your community who can help you achieve your library advocacy goal.

OCLC Online Computer Library Center 3 In this session, you will: Session Agenda 1.Learn the elements that are needed to develop strong advocacy library messages. 2.Learn how to tailor messages for target audiences. 3.Practice developing advocacy messages.

OCLC Online Computer Library Center 4 What is a Message? A message is anything that you purposefully write, say, or show on a specific topic to a specific target audience.

OCLC Online Computer Library Center 5 Why are Messages Important to Advocacy? Effective messages provide people outside of the library with a clear understanding of how the library can benefit the community and a way for them to help you achieve your library advocacy goal.

OCLC Online Computer Library Center 6 What is an Advocacy Message? An advocacy message is your opportunity to persuade your target audience to take action on behalf of your library.

OCLC Online Computer Library Center 7 What is a Core Message? A core message is the message you want your target audience to remember above everything else, what you want your audience to do, why they should care.

OCLC Online Computer Library Center 8 Using the Supporting Messages The supporting messages share library information, data, and stories that are relevant to your specific audiences or that will address specific misconceptions or barriers your audiences may have about the public library.

OCLC Online Computer Library Center 9 Six Advocacy Message Questions 1.What is the community need that your library advocacy goal seeks to fill? 2.How will life be better in your community if you reach your advocacy goal? 3.Why should your audience take action to help? 4.What actions can your target audience take to reach your advocacy goal? 5.Are there relevant statistics or examples that would help persuade your audience to act? 6.If your audience has a misperception about the library and its services, what supporting statistics or examples would help correct it?

OCLC Online Computer Library Center 10 Advocacy Goal and Target Audience Advocacy Goal Increase local funding for the library by two percent Target Audience City council member with authority over funding decisions that affect libraries

OCLC Online Computer Library Center 11 Question 1 What is the community need that the library advocacy goal seeks to address? Q: A: Unemployment is high in the community, and our fellow citizens lack the digital skills and access to online information that can help them secure employment.

OCLC Online Computer Library Center 12 Question 2 A: With increased funding, the library will be able to offer more services that help the community. For example, in addition to training, libraries provide access to computers and the Internet that helps people search and apply for jobs, continue their education, and learn new skills and information to help them become more prepared for employment. When our community members are well-educated and employed, they can all contribute to strengthening our community and its economy. How will life be better in the community if we reach the advocacy goal? Q:

OCLC Online Computer Library Center 13 Question 3 Why should our target audience take action to help? Q: A: Right now, the library lacks the resources to keep up with demand and provide visitors with up-to-date technology and support from trained library staff.

OCLC Online Computer Library Center 14 Question 4 What actions can our target audience take to help us reach the library advocacy goal? Q: A: The council member can vote to increase library funding for the next fiscal year.

OCLC Online Computer Library Center 15 Question 5 Are there relevant statistics or examples that would help persuade our audience to act? Q: A: Last year, in one local community, 50 people participated in training classes at the public library to learn how to search the Internet for jobs and apply online. We have heard back from several community members who found jobs after taking the class and using job search resources at the library.

OCLC Online Computer Library Center 16 Question 6 If your audience has a misperception about the library and its services, what supporting statistics or examples would help correct it? Q: A: In the last year, there has been a 50 percent increase in the number of citizens who came to the library seeking access to computers and the Internet, as well as training to aid them in job searches. There is always a waiting list for visitors to use the computers and Internet. The last time we were able to add new computers or upgrade our current computers was six years ago.

OCLC Online Computer Library Center 17 Building Your Advocacy Message: The Core Message The local public library offers important services and programs that are helping address community unemployment. You can help by supporting an increase in the library budget to make sure the library can provide more computers and training services to meet community demand and help our citizens find employment.

OCLC Online Computer Library Center 18 The Supporting Messages 1.The library offers valuable resources to the community, including helping people search and apply for jobs, continue their education, and learn new skills and access information that can help them become more prepared for employment, but we do not have enough funding to meet the demand for these services. 2.By helping people find jobs, we are improving people’s lives and helping them contribute to the economic prosperity of our community. Last year, 50 people joined library training classes to learn how to search for jobs online. We’ve heard back from several community members who found jobs after taking a class and using job search resources at the library. 3.Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago.

OCLC Online Computer Library Center 19 Tailoring Your Message—Primary Core Message The local public library offers important services and programs that are expanding educational opportunities in the community. You can help by supporting an increase in the library budget to make sure the library can provide more computers and training services to help students of all ages.

OCLC Online Computer Library Center 20 1.The library offers valuable resources to help visitors of all ages improve their education—whether it is access to computers and information to help students complete homework and research projects, the opportunity to pursue continuing education courses online, or education and arts programs. However, we don’t have enough funding to meet the demand for these services. 2.By helping students improve their education, we are opening up a world of new opportunities. Last year, the library offered five arts and education programs for the community. The library also saw a 20 percent increase in the number of students coming to the library to complete homework and a 15 percent increase in the number of adults taking online coursework. 3.Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need more computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago. Tailoring Your Message—Primary

OCLC Online Computer Library Center 21 Tailoring Your Message—Secondary Core Message The local public library offers important services and programs that are helping address community unemployment. You can help by writing your council member and urging them to increase the library budget to make sure the library can provide more computers and training services to meet community demand and help our citizens find employment.

OCLC Online Computer Library Center 22 1.The library offers valuable resources to the community, including helping people search and apply for jobs, continue their education, and learn new skills and access information that can help them become more prepared for employment, but we do not have enough funding to meet the demand for these services. 2.The services available through libraries—such as job training and access to online education—help to build a strong workforce, help your existing employees acquire new skills, and ensure that the community as a whole is more prosperous. 3.Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago. Tailoring Your Message—Secondary

OCLC Online Computer Library Center 23 Advocacy Action Plan Workbook

OCLC Online Computer Library Center 24 Activity: Answering the Six Advocacy Message Questions

OCLC Online Computer Library Center 25 Activity: Writing Your Library Advocacy Messages

OCLC Online Computer Library Center 26 Closing Reviewing our agenda: Review the elements that are needed to develop strong advocacy library messages. Learn how to tailor messages for target audiences. Practice developing advocacy messages.

OCLC Online Computer Library Center 27 Please fill out your Session Feedback Form. Evaluation