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RAISING THE BAR:
Increasing your library’s visibility
to enhance fundraising
Wendy Clark
Texas State Library and Archives Commission
Think about…
Fundraising Strategies
Marketing Strategies
….All Together Now
We know…
...lots of information
....do we know how to turn that into
real support for our library?
Library users and public library access users 14
years and older
U.S. Impact Studies
basic need
basic need
Use is up…
Need is up…
WorksSC
Library marketing using social media
Social media is media designed to be
disseminated through social interaction,
created using highly accessible and
scalable publishing techniques…
(Wikipedia)
Library marketing using social media
What
would a library 2.0 marketing plan
look like?
How
Can
would you encourage participation?
you empower rather than control?
Library marketing using social media
Facebook
fans (do you friend your
users?)
Twitter
about programming events
Instant
messaging

wikis, flickr and blogs
Library marketing using social media
Extend
the community ‘one stop’
tradition to meet digital divide issues
Addressing
information literacy as part of
a larger strategy
Library marketing using social media
 Internal
 External
audience (educators, library friends)
audience (community leaders,
business community)
What do we want them to…
Think?
Feel?
Do?
Our message:
Information literacy is a critical life
skill in today’s information maze.
Libraries and librarians can help
you find your way
Our patrons’ message:
 Libraries
and librarians can help my family.
Our community leaders’ message:
• Librarians are valuable partners in building
an information literate workforce.
Developing a fundraising strategy
 Where
to find the "right people" for your
fundraising team
 Why
donors choose your library…making the
donor connection
 Off
we go…determining the best strategy for your
fundraising efforts
Who are the ‘right people’?
‘…don't recruit book lovers…Book lovers
want a book group. We need fundraisers
who know the value of libraries..’
—Peter Pearson, Library
Strategies
Making donor connections
 Create
 Focus
long lasting relationships
on who you have
 Cultivate
 Connect
 Treat
friends and volunteers
emotionally
everyone as a potential donor
Developing a strategy
 In
a down economy, do you ask for help with
core services?
 Do
you reward donors by funding visible
programs with their money?
 How
does your friends and foundation fit in?
Developing a strategy
 What
about endowments?
 Multi-year
 Do
giving?
you have a unified voice with your partners
and supporters?
As you develop your strategy…
marketing and fundraising go together
to focus on meeting community needs
and wants
As you develop your strategy…
Relate your community needs to the
services you want to offer so potential
funders have a clear picture of your
direction
As you develop your strategy
 Define
 Come
 Then
your needs
up with a program to meet those needs
identify potential funders
Ways to identify funders
 Who
is giving to libraries?
 Who
is giving in your community?
 Who
is a good fit?
Effective grant management
As you prepare your request:
 What
about sustainability?
 What
about evaluation?
Effective grant management
As you begin the project…
 Set
up your grant files
 Review
 Read
what you said you’d do
the contract
 Clarify
grant reporting expectations
Effective grant management
As you move through the project…
 Document
 Involve
your results
others in the project
 Be
honest
 Be
flexible
As a grant manager, I…
Look forward to working with folks who…

Explain how this project will help

Involve partners

Have measurable results

Communicate
Putting it together
 Think
strategically about marketing and fundraising
 Involve
your users in the process
 Challenge
yourself
Wendy Clark
Loan Star Libraries Program Manager
Texas State Library
[email protected]