New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

The M Word helps librarians learn about marketing trends and ideas.

Sunday, September 14, 2008

If you advocate for your library you need to read this report

If you haven't read, "From Awareness to Funding: A study of library support in America", take the time soon. OCLC was awarded a grant from the Bill & Melinda Gates Foundation to explore attitudes and perceptions about library funding and to evaluate the potential of a large-scale marketing and advocacy campaign to increase public library funding in the U.S. The findings of this research are now available.

Among the findings from the report:

-Library funding support is only marginally related to library visitation.
-Perceptions of librarians are an important predictor of library funding support.
-Voters who see the library as a "transformational" force as opposed to an "information" source are more likely to increase taxes in its support.

The report suggests that targeting marketing messages to the right segments of the voting public is key to driving increased support for U.S. public libraries. Order or download the report here.

We are incorporating these findings in the strategies for Solving Life's Problems campaign. More on that very soon!

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