1. Advocacy and Leadership The Colorado Library Leadership Institute
Presented by
Nancy Bolt
Nancy Bolt & Associates
March 6, 2009

2. Some Definitions
Leadership is the creation and fulfillment of worthwhile opportunities through honorable means. (Herb Rubinstein)
The essence of leadership is the communication of commitment. (Charlie Robinson)
Leadership is informed opportunism. (Sandy Cooper)

3. So Just What Is Advocacy?
A plan and activities to change the attitude or behavior of an individual or group of people so that they support a specific program or idea.

4. Where Can You Use Advocacy Skills?
With public officials (city council, legislators)
Within the library (with you boss, Board of Trustees, with library staff
With community groups (to show value of library services)
With anyone you want to convince to do something

5. Typical Steps in Advocating
What is your goal?
Who needs to be convinced this is a good idea?
What is the message to convince them?
What is the best way to deliver this message?
How will you know if your efforts are successful?

6. What Is Your Goal? What do you want to accomplish?
Increase library use or support?
In general
For a specific audience
In a specific time frame
What idea do you want accepted or action taken?
New program or idea
Changes in existing program
Changes in attitude

7. Target Audience Who needs to be convinced this is a good idea?
Who needs to be committed to the project?
There can be multiple audiences for one project.
Librarians
Governing authorities
General public
Your boss or co-workers

8. Target Audience The audience current opinion Why should they care?
Positive
Neutral
Negative
Uninformed
Why should they care?
The “Leap to Passion.”

9. Developing the Message
What is your goal?
What is your key message?
Short – 15 words or less
Repeat often and everywhere
Three major talking points
Relate to the needs of your audience

10. Developing the Message
Using data and statistics
Tell a compelling story
The larger the group you're trying to reach, the simpler the message must be.
Messages should maintain some sort of consistency across markets

11. Delivering the Message
What does your audience need to know to support you?
How best reach the target audience?
Who does the target audience listen to?
What coalitions can you build?
No permanent friends, no permanent enemies

12. Delivering the Message
Who should deliver the message?
Someone who knows and believes in the message
Someone with credibility
Staff, trustees, friends of libraries
Multiple media use
Public media
Library media
Private meetings
Letters, s, and phone calls

13. Delivering the Message
Say thank you
Be persistent
Follow-up with more information
Check to see if a decision has been made
Build long term relationships

14. Evaluating Your Advocacy Efforts
What action do you want your target audience to think or do?
How will you know if the advocacy activity is successful?
How will you measure effectiveness?

15. An Advocacy Example The Library Support Staff Certification Program
Goal: The get support for LSSCP within ALA Divisions and the ALA Board
Target Audience
Divisions, LSS, Council, ALA Board
Message
Need, long range plans, stories

16. Delivering the message
Papers, meetings, Advisory Committee, “Leap to Passion”
Constant communication, quick response
Evaluation
Division votes, Council input, Board support

17. Analyzing Some Messages
Libraries make the difference in youth development and education
The library needs you.
Libraries mean business.

18. Your Task Now Form small groups
Choose from the statements attached or pick your own message
Identify the objective of the message
Identify the target audience

19. Your Task Identify the message
What is the story
What are the supporting facts
What are 3 key, short statements that support
How will you deliver the message to the target audience?
How will you evaluate your success?

20. Practice
Pick someone from a different group and present your message. You have ?? minutes each