Targeting

LSTA Project (FY 2005-2007)
Getting To Yes

Campaign Planning Guide
5 Phases of the Campaign

Introduction

Part 1
Assessment

Part 2
Organize

Part 3
Marketing & PR

Part 4
Targeting

Part 5
Get Out the Vote

Timeline

Responding to a Loss

"A good plan is like a road map: it shows the final destination and usually the best way to get there."
H. Stanley Judd

PART 4: TARGETING & CONNECTING WITH VOTERS [Download and complete Part 4 of the template]
Decide which voters to target with your message. Active patrons and friends/family of library personnel, trustees and Friends should be your core groups, since they are likely to be automatic supporters. Think of strategies for mobilizing them. The result of this section should be a core list of supporters that you capture in a supporter database that will be used to "get out the vote."

Group I: Active Patrons + Friends/Family of Library Personnel, trustees and Friends.

Drive home the necessity of their vote! This can be done via a letter from the director, not stating to vote yes, just saying "please vote" or "it is crucial that you vote on (day) between (times) at (location of the vote.) Information can also be put in a newsletter, bookmark, or on a sign. Explain that their vote is needed to maintain or improve services
Determine which of your patrons are registered & not registered to vote. [You can determine which of your patrons are registered and which are not by comparing a list of patrons active within a specific time period (ex. The last six months), with a list of registered voters from your County's Board of Elections. To obtain a patron list for your library contact Laurie Shedrick at MHLS at 845-471-6060 ext. 21.)
Get Non-registered patrons to register to vote. Your library can offer voter registration forms and mail the registration forms or drop them off at the Board of Elections to ensure that they get there.

ACTION STEPS FOR LIBRARIES:

Place the NYS Online Voter Registration form on your website and encourage patrons to register.
Determine which active patrons are registered and which are not registered to vote.
Arrange voter registration in the library to get non-registered patrons eligible to vote.
Set up a voter registration display in the library.
Routinize voter registration for adult patrons obtaining a library card.
Email the NYS Online Voter Registration form to non-registered patrons asking them to register to vote.
Obtain an absentee voter list from the Board of Elections and send ballots to active patrons and other individuals likely to be supportive. Absentee ballots can also be requested online.
Create a list of friends & family who can vote "yes" on election day. Add them to a supporter database or spreadsheet.

Group II: Friends & Family of Library Staff, Trustees, Friends Group Members and Library Donors.

Directly ask them to vote.
Drive home the necessity of their vote!
Recognize that mobilizing this group can easily supply 15-30 additional "yes" votes.

ACTION STEPS FOR LIBRARIES:

Create a list of friends & family who can vote "yes" on election day. Add them to a supporter database or spreadsheet so that they will receive direct mailings related to your vote.
Directly ask friends & family members to vote.
If you have a Friends Group, get their list of donors and call or write them a letter asking them to vote. This group is likely to include folks who are not regular library users, but still support the library as a community institution. Since these individuals have supported the library financially in the past, they are likely to provide additional "yes" votes if activated.

Groups III - V: Select two or three additional demographic or special interest groups to target. Select groups that are likely to have high numbers of supporters or individuals who are neutral toward the library. Consider the following information:

Groups likely to be supportive:

Women (ages 26 - 65): This group includes large numbers of young mom's who place a high priority on their children's education & socialization and some grandmothers's who care about the education and future of their grandchildren.
Mother's Groups: This type of group is made up of Mom's whose primary interest is their children's education and development.
Parents: This group includes large numbers of voting individuals who feel the library is important to their children's education.
Community & Civic Groups: These groups often support community programs and view the library as an investment in society.
Arts, Music, Theatre & Cultural Groups: These groups tend to be library users or to view the library as a place where ideas, culture, and creativity are fostered.
Educators: These individuals often view the library as a direct support to the educational system.

Groups likely to be neutral that could be swayed to your side:

Police
Sportsman's Associations
(Examples: Rod & Gun Clubs, Fish & Game clubs, Community Sport's Leagues etc.)
Hobby Clubs
(Examples: Cars, Coins, Homebrewers, Bikers, Runners, Boating/Sailing, Trains, Knitting, Garden, etc…)
Cultural Clubs
(Examples: Italian/American Club, UNICO, Emerald Association, Friendly Sons of St. Patrick, Scandinavian/Swedish Fraternal Organization etc.)
Contractor & Trade Associations
(Examples: Electricians, plumbers, masons, builders etc.)

Special Group to Consider:

Seniors: This group has a high voter turnout and their level of support for the library varies within each community. In some areas, they are supportive of the library, while in many others they will automatically vote "no" because they resist tax increases of any kind. It is important to consider your relationship with this influential group. One strategy to consider is highlighting the return-on-investment and cost saving benefits made available through the library.

For each group, determine the following:

What you will say to them? (What aspect of your message will you highlight to reach them?)
How you will you target them? (Series of programs/workshops, mailings, presentation & interaction with them etc.)
What time frame is needed for these targeting activities?

ACTION STEPS FOR LIBRARIES:

Talk with two or three people who are knowledgeable about the community to get ideas of groups to target.
Look at Census Information & see which groups have large numbers. If these groups tend to be supportive of libraries or can likely be influenced in this direction, then they are a worthy target.
Use Geographical Information System information (if available in your area) to select groups.
Hold a "Serving You Better" (ie. mini-focus group) discussion with members from your target group/groups to better understand their issues, interests, and needs. Use this information to provide information or services specifically for them.
Offer a program series directly for your target group/s.
Make a presentation to the target group/s focused directly on their needs and interests.
Join one of the target groups and begin making personal connections.
Recruit a member from your target group/s to join the board.
Patronize some of the restaurants and businesses that members of your target groups do. Make personal connections with people while you are there.
Send direct mailings to the group/groups promoting library services of particular interest to them.

This Campaign Planning Guide is part of the Getting to Yes grant project. Getting to Yes is funded by Federal Library Services and Technology Act funds,
awarded to the New York State Library by the Federal Institute of Museum and Library Services.

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