Evidence-Based Advocacy for Public Libraries Ed Rossman Author of 40+ New Revenue Sources for Libraries and Nonprofits October 25, 2017
A Bare Bones Operation
Ed’s Background • Master’s in Communications from Ohio University, specializing in Radio-TV • Worked in over 50 markets with business systems • Business manager at 2 major market radio stations • Award winning producer • Cross-pollinating the broadcasting model into the world of nonprofit fundraising
Public Broadcasting example • Public Broadcasting transition / NPR near bankruptcy in the 1980’s • Underwriting guidelines • Herrington interview 4
3 sources of support / creating value • Local business underwriting, corporate underwriting and foundation • Offer various methods of name placement • Very careful with language used 5
Broadcast model • 2 schools of thought in early advertising discipline. “Real Pro’s’” and “Uplifters” • Revenue earned through ads, value based on multiple considerations, including length, time of day, and popularity of placement area 6
Advertising rates formula / CPM • Cost of exposing 1,000 audience members to a message; dividing the total cost by audience (in thousands) • $500 monthly sign cost in a traffic area w/ 30,000 patrons passing by • 500 / 30 = 16 CPM • Compare to CPMs in other mediums 7
Library example /Overdrive sponsored collections • Libraries can expand their digital collection with content funded by a local company, individual or organization 8
Example of CPM Use – Alaskan Dispatch Media Kit Digital Ad
Example of CPM use / iHeart radio
3 Step Pricing formula 1. Estimate cost recovery of providing a service 2. Add a profit 3. Compare to the market Beware of Halo effect 11
Location Audit Exercise • Internal audit of sponsorship availabilities within your property – Location / measurement methodology / estimated cpm value 12
Advertiser Product Categories Potential advertisers product categories arranged by Dewey Decimal and Library of Congress classifications (Dewey and LOC) Advertiser Product Category 000; A; Q; P; Z Computers; Telecommunication services*; 300 H; K; L Financial and Legal services*; Insurance*; Schools 900; D, G Travel services*
Product Prospecting exercise • Product categories matched to library category; Top advertising categories in media – Circulation / measurement methodology / estimated CPM value – Calculating various impressions you have to offer via physical signage, marketing material, social media – Related to Location audit, how historical and projected impressions can be added 14
Cengage: Analytics on demand • Helps data driven decision making • Who uses and who does not use the library • Library barcode needed for complete picture 15
Cengage friends map Sacramento PL – showed service area gap; where to build new branch 16
Cengage Lifestyle bar graph
Cengage Lifestyle Characteristics
Examples of sales packages • Cross-pollinating broadcasting examples • Watch location; children off- limits? • Use a gift ladder; scalable packages • Contents of NPR sales package good role model • nationalpublicmedia.com/ 19
Outputs vs. outcomes • Comments from Gates Foundation director • “We need to stop measuring outputs and start measuring outcomes” • Makes sense from an issues-oriented foundation member, but not all revenue is raised through foundations. • Advertisers still relate to “Real Pro’s” techniques of business and measurement. 20
Annual report exercise • Homework – Annual report review – Take a look at your own libraries publications for communicating its’ user profiles: Outcomes and/or output? – Compare/contrast to at least three other systems publications/annual reports. – Which is most likely to attract the dollars of an advertiser? 21
Contact Information • (216) 392-0200 • ed.rossman@shakerlibrar y.org • www.facebook.com/rev4l ib • https://www.linkedin.co m/in/erossman74 To buy the book: • http://www.alastore.ala.o rg/detail.aspx?ID=11693
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