Gates, OCLC to develop campaign [OCLC]

No.12
ISSN: 1559-0011
June 2009

Gates Foundation, OCLC to develop community-based awareness campaign to increase support for libraries

Georgia and Iowa to lead effort

By Bob Murphy and Linn Haugestad Edvardsen

The Bill & Melinda Gates Foundation announced in April a $5 million grant to OCLC to develop a community-based public awareness campaign. The campaign is designed to highlight the vital role of public libraries in today’s challenging environment and raise awareness about the critical funding issues public libraries face.

OCLC is partnering with libraries and library systems in parts of Georgia and Iowa to launch the awareness campaign. A small number of additional participants will be selected in the coming months. Later in 2009, OCLC will make available community awareness campaign materials and other guides to assist library leaders throughout the country in their efforts to strengthen support for local libraries.

The current economic crisis has led to dramatic increases in U.S. library visitation as people rely on libraries for free computer and Internet access to conduct job searches, access government services, learn new workforce skills and use other resources they can no longer afford at home.

The tightening economy has also put library funding—80 percent of which comes from local government sources—at risk. Many library systems predict deep state and local funding cuts in 2009, a growing burden for the roughly half of all libraries struggling against declining or flat budgets.

“There has never been a more important time to highlight the importance of and support the services provided by public libraries,” said Jill Nishi, Deputy Director of the Bill & Melinda Gates Foundation’s U.S. Libraries effort. “As a long-time partner to libraries, we believe it’s critical to help ensure they remain strong during this especially challenging time. But we hope new partners, community leaders and local governments will also continue to recognize the value of libraries and support them accordingly.”

OCLC is working with Leo Burnett USA, a Chicago-based marketing communications agency, to develop and implement the community support campaigns with the help of local library leaders and field managers. They will use advertising, e-mail marketing, online engagement, public relations and grassroots community initiatives to heighten awareness of the need for increased library support.

“The value and relevance of libraries is especially clear in a difficult economy. However, few people are aware of how their libraries are funded and of the increasingly fragile state of library funding,” said Cathy De Rosa, Global Vice President of Marketing for OCLC. “It is our goal that the campaign model, jointly created and implemented in local communities, can provide a roadmap for building awareness of the vital services libraries provide and how to convert that awareness into increased support.”