Digital Advocacy and Better Marketing for Libraries

Did you know that presidential campaigns often have over 1,000 separate and distinct audiences that they used to drive their message of support? Most libraries rely on just five: Children, Teens, Adults, Seniors, and Parents. But library supporters are much more nuanced than that and while we don't suggest you build 1,000 audiences, you probably have the resources within your library (for free) to build and use a few more.

If you're interested in building community support, increasing library donations, improving attendance at programs, increasing circulation and database use, as well as drastically improving library support through the use of big data just like large national campaigns at almost no cost, then this webinar will show you how.

All of this is possible if we start to take advantage of some of the most advanced big data sources, tactics, and strategies. You won’t believe how easy it is to learn how to access and build big data or even how easy and inexpensive it is to implement strategies and tactics that make the most of it. In this webinar, we’ll explore how some of the world’s largest campaigns, brands, and other organizations use big data and how they use it in the field. We’ll look at how you can take advantage of big data no matter how large or small your organization is and how using big data can help you achieve your advocacy goals at a much lower cost than what you're probably paying today.

In fact, you probably already have access to a lot of this data with your library card today. For those of you in larger library organizations, we'll explore some of the larger and more expensive data-sets available and how to build a bigger and better database of users and supporters that you can use to target with ads and emails to engage them to take action to make donations, volunteers, support, or use the library.

1. DIGITAL ADVOCACY
AND BETTER MARKETING

"20 ¥

Patrick “PC” Sweeney
EveryLibrary
Political Director

@pcsweeney

2. WHY USE
POLITICS AS

OUR “MODEL?

3. HISTORY OF
DIGITAL
CAMPAIGNS

4. PROVEN SUCCESS OF

DATA-DRIVEN DIGITAL
CAMPAIGNS

6. as VOTER ATTITUDES

The positive image of the library has increased.
The willingness to vote for it has decreased.

SEE 32.3% 25.6% 47%

Supporters

7. WE NEED
VOTER SUPPORT
IF WE WANT
LIBRARIES
TO STAY OPEN.

8. WHERE DOES

COME FROM?

9. WHAT
SHOULD

WE BE
DOING?

Identify, Cultivate and empower Super
Supporters
A significant bright spot in the research is that
support among library Super Supporters— a
small but mighty group—is largely unchanged.
This segment’s loyalty should not be taken for
granted, but rather nurtured and protected. In
addition, library leaders can consider how to
engage and leverage this group as library
ambassadors to advocate with decision makers
and influence other segments of the population

that might be more disconnected or skeptical.

10. GUIDING PRINCIPLE:

DK

12. GUIDING PRINCIPLE:

ALWAYS INCLUDE
AN ASK

13. GUIDING PRINCIPLE:
CREATE FUNNELS/PATHS

e-e-e.-'e
— —

Ma A
so 0

14. LIBRARY WEBSITES

15. LIBRARY WEBSITES
° WORDPRESS

¢ DRUPAL
e WIX/SQUARESPACE
e ETC...

16. WHAT IS OUR GOAL?
DO WE HAVE THE WRONG
KEY PERFORMANCE

INDICATOR
FOR LIBRARY WEBSITES?

17. 87%

Increase use
of library
materials

Increase
community
awareness of library

Also: ul wary (24 ease number of lit

40%

Increase Increase traffic
participation in to library in
library events person

ards issued (7 sane belie to larva

18. CIVIC CRMS, NATION BUILDER

ACTION.EVERYLIBRARY.ORG

19. polling donations

surveys volunteers

integrated

social media communications

data website

third-party data

supporters

20. Dynamic profiles of all your people,
with info captured from anywhere.
Includes followups & targeting.

WEBSITE FINANCES
Multiple page types & user profiles. Customizable secure donation

pages with goal tracking, social
‚sharing, and personal fundraising.

COMMUNICATIONS

Email & text blasting, free phone
number with volcemail, and deeply
Integrated social media.

21. N

Evanthe Hair Salon m

m DLR Group

ado Blvd sas Chi E Colorado Blvd

oogle

Tuesday, November 03, 2015 at 08:00 PM - $40.00 USD - 42 rsvps
Barney's Beanery in Pasadena, CA

Event

EveryLibrary is excited to announce our fundraiser and pre-party just before the California Library
Association Conference in Pasadena. We are thrilled to be hosted by Barney's Beanery and (show all)

22. un

MONTHLY CONTRIBUTOR

GOAL: $25,000.00

EveryLibrary is the nation's fest and only organization dedicated to
supporting local library ballot initiatives and voter education. We

to support library ballot committees as they talk to voters about bond
taxes. levys, millages, or referendum that grow or sustain libraries.
EveryLibrary is seeking funding to create political action for public,
school, and academic libraries with voters. All of our work with librar
is pro-bono and made entirely possible by your contributions. To date,
we have helped libraries raise over 60 million dollars in funding and fo
every dollar we have spent on a library campaign, we have returned o
$1,600 in funding to libraries.

23. I will be a social media ambassador

| will be a fundraiser

I will reach out to my network

I would like to write for the blog

I will design graphics and copy

First Name Last Name

Mobile phone (optional)

Send me email updates Send me text messages

24. 2) Yes
response options
No

First Name Last Name

Contact info requested
Mobile phone (optional)

M Send me email updates Y Send me text messages

Address (Street, City, State, Postal code)

@ Don't publish my responses on the website

26. as Sally emailed Mi RSVP confirmation for Henry's
Giraffe Party Al about a minute ago

as Sally emailed Money Penny rsvped for
Henry's Giraffe Party A 2 minutes ago

2 minutes

is the new point person for » @ 2 minutes ago

is a supporter & 2 minutes ago

$301,136

18

+2996SP earned sally points

+1633SP earned sally points

u
+1545SP earned sally points

+15395P earned sally points

+1306SP earned sally points

27. Money Penny

id: 7252370

Point person:

+ ner Grate Party ROVE

28. so

id: 7252370

Point person:

+

I

1988 Alumni

alumni

Alumni of an Organization
College of Liberal Arts - Alumni
UNC alumni

volunteer - host alumni events

NO Yes NOT

could vote party member supporter volunteering

29. Jason Meer (Los Angeles, CA)
Jason is a product manager ,

24 S Y SOU [phone]

Empath and facilitator. Product Manager @NationBullder. Dancing like nobodys
watching,

id: 16368 nb:

€ @jaso £ ke ve

Recrulter: M Amato Point person: Patt & Last contacted by May

x volunteer initial outreach

$+ monde Member roger LA donee donee LIO x
metre # cwohenptal % 14 M sodimess M LEGO M coffee x
pronpect- wma business prnatencte | Directory I GrndOpenngatended x
Donna X done dansmrandhfundraiingeme Votes gt x
soc mad tam % NewTagsWoct x screened X medhtobeserend Trainee M
Redhead x Suppor Say RSVP Announcement RNP saclmedlachumgien x
Cones Sivategas = Momentum Prospect Committed MMS X dude x
Odo tm: x Aim IPC party x pero x
A 2

Event Captain

Signed Up to

. vounteered Hosted an tv... Event Mastin.

Event Captain. Recruted SE. Event Captain

30. Activity type a +

retweeted 3 days ago

retweeted @ 7 days ago

31. of the following Tags" sy Grotte pony Rove

Point person:

Charlott nec
Point person: % Last contacted by
ago for Thank you

32. Altypes = assigned to Henry Mad sort by Highest priority +

Today (1) Overdue (6)

y Thank you

“Host a round table (

BBQ Invite (

33. Dhssacens)
®

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e

uy
West Hollywood X a | Alhambra

R a at, S 4 El Monte
Beverly Hills Rosemead

y E South El
Gs 5 yes Monterey Park Monte

Culver Ci 10° ye
Santa Monica ulver Citys 5 Montebello
Es ty as

$ Huntington Pico Rivera
Park Whittier

a FR —"—
N + South Gate

Downey
Lynwood

[|
Hawthorne

Manhattan

people are not mapped because their primary address is not accurate enough.

35. FACEBOOK:

OVERVIEW

36. FACEBOOK:

GOAL

37. FACEBOOK:

STANDARD ADS

38. FACEBOOK:

39. AD NETWORK

worked with Chicago mayor's

40. FACEBOOK:
AUDIENCE INSIGHTS

= (New Audienc People ebook

ose I ny =
Relation: Status

41. CUSTOM
AUDIENCES

42. Search By

Geography
State
City
Metro Area
County
ZIP Code
Address
Location Unique
Radius Around an Address or ZIP Code
Map Based Search

Name
Name

Phone
Phone

Area Code

Individual Information
Age
Gender

Head of Household

Household Information

Estimated Household Income

Home Market Value

Median Home Income in 2010 Census
Median Home Value in 2010 Census
Length of Residence

Homeowner / Renter

Marital Status

Net Worth

Interests / Hobbies / Lifestyles
Interests / Hobbies / Lifestyles

43. O Animals (Pets

D cat owner

O dog owner

O other Pet owner
D ass /mistory/ Science
[

Beauty / Fashion
O Beauty / Cosmenes

O Fashion

er / Sel Improvement

O Career improvement

O Education Online

D Self improvement
O cotectbles and Antiques
DD computer and video Games / P
DO computers / Electronics
O (Cooking / Food

EN Cooking - General

O cooking - Gourmet

O Foods: Naturat

O Food - win
D Credit Card Mad Order Buyer
O conor
Animal Welfare
Arts or Cultural

Charitable

Environmental issues
Health Donor
International Donor
Mail Order Donor

Other Chartabie

00000000000

Religious

O Veteran Donor

= O) Family / Religion / Politics

DO Broader Living
D Children's inerests
D Christian Families
[1 common Living
O current Artairs / Poti
O Grandchädren
DO Religious /inspicational
O Parenting

D Green Living
Health and Fitne
DO Aerobic
Ü Dieting / Weight Loss
D Health / Medical
O Jogging / Running
D sporty Ling
D walking

O Hobby /intere:

Ü) Home improvement

O investing / Finance

O Motor Vehicles

O Mowe Music

D outdoor Enthusiast

D audi Boots
UD Financial Newsletter Subscribers
O General
O magazines
DO Religious / Inspirational
D Science Fiction
= D spons

& [©] Travel

44. E) Page 1 of 3,124,042

A. Phone numbers shown may be on a Do Not Calllist. You

First Name

Last Name

Romberg

Akiachak

> Denis

+ Douniond

arm

46. Create a Custom Audience

Use your sources

Website $ Customer list Customer list

Create an audience using your exist
ill be hashed
and we won’ eit

App activity Offline activity

Use Facebook sources

») Video

© Instagram business

profile

Lead form Events

Instant Experience 1 Facebook Page

Cancel

47. * Frequently Used S Manage Business © Advertise i Analyze and Report

Ads Manager

48. EveryLibrary (1494186354168... w

Q Searchw Y Filters w + Addfilters to narrow the data you are seeing.

©: Account Overview Campaigns 00 Ad Sets

Campaign Name + Delivery Budget Results
Post: "Please click the link to let us know in the. Completed $250.00
Lifetime Landing Pa

IMLS To Likes Libraries $1,000 Ad Off Using ad se.. 290
Link Clicks

HB2044 $10 Ad Off Using ad se 2,985

Link Clicks

Page Likes Ad Set Off Using ad se. 15,765

Page Likes

Book 2 ($5) Ad Off Using ad se

49. FACEBOOK:

FACEBOOK PIXEL

50. FACEBOOK:
CREATIVE HUB

51. FACEBOOK:

BLUEPRINTS

52. EMAIL:

EMAIL IS THE KEY

TO THE INTERNET

54. EMAIL:

EMAIL VS

FACEBOOK

55. EMAIL:

ALWAYS ASK

FOR EMAIL

56. EMAIL:

BUYING

MAILING LISTS

57. EMAIL:

WRITING FOR

EMAIL

58. EMAIL:

59. EMAIL:

1-3 EMAILS

PER WEEK

60. EMAIL:

SEGMENT

YOUR LISTS

61. EMAIL:

ONLY MAKE

ONE ASK

62. OTHER TOOLS

SURVEYS (GOP SURVEY EXAMPLE)
ACTIONSPROUT

123 FORM BUILDER
QUIZZES
U CAMPAIGNS

63. GUIDING PRINCIPLE:
ALL PATHS LEAD TO...

DO ©
Ne 7
eae

64. PUT IT ALL IN PRACTICE

ee 0
222

© eo 0

65. DIGITAL ADVOCACY
AND BETTER MARKETING

"20 ¥

Patrick “PC” Sweeney
EveryLibrary
Political Director

@pcsweeney