MHLS’s second Lab Project, conducted in 2018, focused on increasing the number people of engaged with our libraries. One measurement of engagement is the number of active library account holders. Because research shows us that it is easier to retain an existing patron than to gain a new one—there is a 60-70% chance of turning a customer into a repeat customer, but only a 5-20% change of turning a noncustomer into a customer—the project decided to test methods of increasing account holder retention. Libraries also tested ways of welcoming new patrons, knowing that early, positive interactions with patrons can contribute to long-term engagement.
We should remember, however, that use of a library card is just one way people interact with our libraries.
Participating Libraries:
- East Fishkill Community Library
- Hudson Area Library
- Julia L. Butterfield Memorial Library (Cold Spring)
- Kinderhook Memorial Library
- Pleasant Valley Library
- Woodstock Public Library District
Goals:
The measurable goal for participating libraries was to increase their active account holder retention rate by 5%. You should feel free to set you own goal. The underlying goal was to inspire patrons to interact with library services and programs so that more members of our community are aware of, use, and find value in their local public library.
Essential Factors/Tactics:
- Improve new account holder experience
- Analysis of current registration processes: in person & online
- Staff education & talking points
- What is handed to a new patron?
- Tours for new patrons
- Proof of residence postcards
- Temporary cards
- Welcome email
- Proactive notification of imminent card expiration
Background Reading
Customer Retention, General
- Kaleigh Moore, “What Is Customer Retention + 16 Proven Retention Strategies,” Help Scout
- Toma Kulbytė, “7 Unique Ways to Increase Customer Retention (and Increase Profits!),” Super Office (blog), Mar. 2, 2021
Attracting and Retaining Library Users
- Jeanne Holba Puacz, “Catching (and Keeping) E-Patrons,” Computers in Libraries, 22, no. 1 (Jan. 2002)
- Karen Pundsack, “Customers or Patrons? How You Look at Your Library’s Users Affects Customer Service,” Public Libraries Online, Mar. 2, 2015
- Andrew Dunn, “How Charlotte Mecklenburg Library Convinced 13,000 People to Come Back,” Axios Charlotte, Sept. 8, 2015
- Petra Paraschiv, “8 Tested Means That Attract More Users to the Library,” Princh (blog), Feb. 20, 2018
- Angela Hursh, “How to Hook New Cardholders and Make Them Loyal with Email,” Super Library Marketing (blog), Feb. 11, 2019
- Anglea Hursh, “Onboarding: The Crucial Step to Make New Patrons Fall in Love with Your Library,” NoveList, Sept. 24, 2020
Data Collection
Circulation Data
Here you will find instructions on how to create reports in Sierra’s Create Lists to help you track current account holders, new account holders, active account holders, as well as account holders who have become inactive. We also supply an Excel spreadsheet with formulas included for tracking change over time. The spreadsheet is set up to track yearly statistics, but feel free to download and modify it to meet your needs.
- Account Holder Create List Instructions
- Account Holder Retention Spreadsheet
- Create Lists Video Tutorials
Population Demographics
You can also compare your account holders to your total service area population by checking US Census data, which is available by town, zip code, or CDP (Census Designated Place).
Search tips:
- In Search box, begin typing name of city, town, or village and look for it to appear in the suggested choices that appear below
- Choose (or type) the choice that includes the county name (e.g., Copake town, Columbia County, New York), or the CDP (Copake Falls, CDP, New York)
- Search will take you to a summary page (if you chose the town name without the county, or the zip code, you will instead go to a list of tables)
- If instead of getting a summary page you get a page listing tables, click on the blue Explore Data box on the right
- You can get more detailed information by clicking on the Table number listed with each category
Action Plans
Sample Materials
Library Card Application
Welcome Emails
- East Fishkill Library Welcome Email
- Hudson Library Welcome Email
- Julie L. Butterfield Library Welcome Email
- Pleasant Valley Library Welcome Email
Welcome Postcard
Rack Cards
Renewal Emails
- Hudson Library Renewal Email
- Julia L. Butterfield Renewal Email
- Pleasant Valley Library Renewal Email
Renewal Postcards
Insights from Participants
- PR Exchange, Sept. 5, 2018
- A Conversation with Participants in the Account Holder Retention Lab Project