From the Library Journal:
We need a significant shift in our tactics to turn around voter attitudes about the core work of libraries.
The 2018 “From Awareness to Funding” study should inspire deep reflection within the library community about how we have been doing public outreach, voter engagement, and everyday advocacy over this past decade.
As a founder and executive director of EveryLibrary, the only national political action committee for libraries, I am deeply concerned by the top-line loss of voter support for libraries. To see the drop from 73% “possible yes” voters in OCLC’s 2008 report of the same name to the new reality of 2018’s 58% was crushing. At EveryLibrary, we have seen the erosion of voter support and respect for libraries in polls and surveys from dozens of towns, cities, and counties over our short time working on library campaigns.
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I am most deeply troubled by the declining perception about the core work of libraries and core competencies of librarians. When there is a nine point drop in the perception about libraries offering “Free access to books and technology that some people may not be able to afford,” how do we recapture that narrative? Today, 20% fewer voters agree that “the library is an excellent resource for kids to get help with their homework” than ten years ago (71% then, 51% now). How is that possible when every story we tell is about a kid learning to read in order to succeed later in life? How do we fight a hostile city hall or recalcitrant county commission when the feeling that “having an excellent public library is a source of pride” is only shared by 53% of voters (20% fewer than in the 2008 report)?
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Voter perception of librarians as “Friendly and approachable” has fallen from 67% to 53%. Perception of librarians as “True advocate[s] for lifelong learning” has dropped from 56% to 46%. The feeling that librarians are “Knowledgeable about my community” fell from 54% to 42%. I hope we have found the bottom at 31% of voters (down from 40% ten years ago) who think that librarians are “Well known in the community.”
Our core messaging and value propositions have taken a massive hit. This decline cannot persist if we expect libraries to be funded through taxpayer support. Ten years ago, three-quarters of voters thought that libraries were important for youth. Today, it is down to just two-thirds. What have we been doing that made us lose this kind of ground? In 2018, only 55% of Americans think that “if the library were to shut down, something essential would be lost.” It was 71% ten years ago.
Link to the rest at Library Journal