Check It Out by Swank Motion Pictures, Inc.

WINTER 2017

FILM FUN FOR ALL THE COST OF LIBRARY FINES Is Fine Collecting Really Worth it?

Forget Envelope Stuffing How to Attract, Work with and Reach out to Baby Boomer Volunteers

6 EASY FUNDRAISING IDEAS FOR EXTRA CASH We Are Family!

How to Utilize Sister Libraries

Revamping Stale Programming How to Make a Tried and True Program Fresh Again

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the HIGHLIGHTS issue 9

MAKE EVERY DAY EXTRAORDINARY WITH MOVIES! MARCH 5

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Current and past issues of Check It Out magazine

Money Smart Week

CHAIRMAN’S LETTER

reetings, Welcome to the first 2017 issue of Check It Out. For those of you who are not familiar with this publication, the following pages are designed to serve as a resource your library can use for programming inspiration, fundraising ideas and industry tips. For those of you who are already loyal readers, we thank you for your patronage toward Movie Licensing USA.

To start off the New Year, we wanted to take a moment to reflect on some of the great topics we’ve covered in the past five years of this magazine. In fact, this issue is a combination of articles from more than twenty issues of Check It Out. To celebrate, we hope you enjoy some of our favorite programming articles from the past including tips on how to host a family movie night on page eight, revamping stale programming on page 20 and even advice for utilizing sister libraries on page 18. This issue also includes tips to boost your library’s success including fundraising ideas on page three, attracting and working with Baby Boomers on page six, and how to mix marketing and email for better promotion on page 14. For more on the issues these articles originated from and many other great features, feel free to browse our archives on our website library.movlic.com/magazine. If there’s something you’d like to see in a future issue, please feel free to give us a call at 1-888-267-2658 or email us at library.movlic.com/contact. Once again, thanks for choosing Movie Licensing USA. We hope you love these articles as much as we do!

Sincerely,

C H AI R M AN

Incipit "There are still more days to travel in this life. And he knows that the man who makes the journey has been shaped by every day and every person along the way. Scars are just another kind of memory.... Soon enough the days will close over their lives, the grass will grow over their graves, until their story is just an unvisited headstone." The Light Between Oceans by M.L. Stedman

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TABLE OF CONTENTS

FILM FUN FOR ALL:

Hosting a Family Movie Night 8

The Cost of Library Fines

WE ARE FAMILY!

How to Utilize Sister Libraries

the Highlights issue 3 6 Easy Fundraising Ideas for Extra Cash Creative ideas to help bring in some additional funds

17 How Libraries Can Boost Businesses A fun look at how your library's business resources measure up

6 Forget Envelope Stuffing How to attract, work with and reach out to baby boomer volunteers

18 We are Family! How to utilize sister libraries

8 Film Fun for All All about hosting a family movie night 10 Celebrating Money Smart Week Ideas and activities for financial planning programming 12 The Cost of Library Fines A look at whether fine collecting is really worth it

20 Revamping Stale Programming Tips on how to make a tried and true program fresh again 22 Read It. See It. Love It. 24 Free Ways to Celebrate Your Staff's work

The BFG by Roald Dahl

25 Fun and Games

14 Successfully Mixing Marketing and Email How to effectively combine the two for maximum impact

WINTER 2017

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EASY FUNDRAISING IDEAS

EASY FUNDRAISING IDEAS FOR EXTRA CASH Libraries will have a special role in communities for years to come for several reasons. Children will always need a place for storytime, just as spaces for community learning are increasing in demand. Free entertainment through books, movies, programs and events will never go unneeded, and services related to employment, education and skill building will forever be in demand. However, according to the American Library Association, the federal budget hasn’t been very kind to many domestic programs, including library funding, for the past several years. From cuts to frozen salaries to layoffs, many of the resources your library relies on might have been noticeably diminished, calling for an increased need for external funding sources. If your library is feeling the sting from the latest set of cutbacks, try a few of these easy programming ideas to raise more money in a pinch.

Rent Out Your Spaces Conference rooms, auditoriums and meeting spaces are often needed for businesses and nonprofits that might not have enough space of their own. Craft fairs, festivals, get-togethers and specialty groups might also have an interest in renting out one of your meeting rooms, so advertise available rooms and rental rates on your website. You’ll also want to create room rental policies and procedures and add these to your website, too. Plus, your license from Movie Licensing USA covers all spaces in your building, so be sure to let these groups know they can choose from thousands of movies to show during their rental time.

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Go for a Grant Scholastic.com, the website for the Institute of Museum and Library Services, and ALA’s website are great places to search for grants of all kinds. Just be sure to make note of any deadlines, application processes and grant specifications before you apply because not all grants follow the same guidelines and processes. Always have at least three sources proofread your entry to catch any last-minute errors before submitting!

WINTER 2017

EASY FUNDRAISING IDEAS

People love to hear why they need something, which is often why advertising is so effective. The same goes for library messaging aimed toward patrons – you must let them know why their community needs your library, and how budget cuts and the state of the economy have affected your library’s livelihood. Once they’re invested in why your library needs saving, share with them how donations will make a difference. Keep in mind, some potential contributors will be more apt to give to causes that are important to them, such as book purchasing, programming, renovations and more. Consequently, you might want to list a few areas that your library wants to improve as Ann Reigle-Coursey, Director of New Madison Public Library, points out in her article on raising funds at a small, rural library on the state library of Ohio’s website.

Send an End-ofthe-Year Letter

Why does targeting the end of year work so well? Some patrons could be looking for an extra tax write off, while others may just feel a little more generous with the holidays around the corner. In fact, according to Mazarine Treyz, author of the online course “The Ultimate 2015 Guide to Online Giving and Crowd Funding,” most nonprofits see their biggest monetary boosts around this time of the year for these two reasons.

Create a Joint Effort Sometimes it pays (literally!) to partner up with another organization in your community to raise funds and awareness for both contributing causes. Your fundraising allies can be businesses of any size, revenue or industry as the Norwalk Public Library System in Norwalk, CT, demonstrates with their annual family race and activity event. Each year, the library organizes a “Run Between the Libraries” 5k family walk/run in partnership with national consumer chains like Trader Joe’s, Subway, Barnes & Noble and Scholastic and some smaller businesses like a local yoga studio and a bank branch. On the morning of the race, there are crafts, free book giveaways, yoga, a health fair and live music. The Morril Public Library in Haiwatha, KS, keeps their sponsors local, yet invites dozens to participate in their annual spring tea event. Serving as their main benefit of the year, the library works with local insurance companies, churches, civic groups and businesses to decorate each table in a different theme. Tickets are sold and silent auction items are auctioned off to generate funds at this event, which has had 13 years of success!

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EASY FUNDRAISING IDEAS

Host a Movie Night You know your Movie Licensing USA license covers thousands of great titles, so why not use it to create an exciting, creative event for families? A superhero-themed event, sci-fi night or foodie film festival plus concessions and suggested donations can easily add up to a costeffective fundraiser for patrons of all ages. Pair your showing with a book fair, homemade crafts baazar or even a bake sale to attract even more donations from patrons.

Create an Animal Attraction Animal events are usually popular crowd attractions, but these two ideas are slightly more unique than the traditional pet-related fundraisers. Perfect for families that

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can’t have pets due to another family member’s allergies or living space concerns, a rent-a-pet fundraiser partners with a local animal shelter or Humane Society chapter to allow patrons to “rent” puppies, rabbits and kittens in 30minute or hour-long time slots. Kids and parents can then play with the animals for a small fee depending on the length of time purchased, while giving the animals some much needed affection, exercise and attention. Worried about patrons falling in love with the animals? Work with the organization to also offer adoptions for the visiting pets. A goldfish fundraiser is another unique pet event that’s easy to set up and is a crowd-pleaser with many kids and adults. All participants pay an entry fee to cover the cost of purchasing a goldfish to compete in the race. Two 10-foot long capped rain gutters are filled with water and a goldfish is placed in each one, held back by a removable gutter. Once the race starts, participants are given a straw to blow behind the fish to encourage it to swim to the other end of the gutter. All entrants get to take home their fish so, regardless of who wins, everyone gets a little something special.

WINTER 2017

BABY BOOMER VOLUNTEERS

FORGET ENVELOPE STUFFING: How to Attract, Work with and Reach out to Baby Boomer Volunteers

BABY BOOMERS AND THEIR VOLUNTEER STATS Baby boomers were born between 1946 and 1964. Currently, there are over 77 million in the U.S., and they're considered to be the most educated and financially secure generation in history. Boomers have been known to volunteer at higher rates than previous generations, and strongly desire to use their professional skills to make a high level of impact. According to U.S. Census data, the number of volunteers age 65 and older will increase 50 percent over the next 13 years, from just under 9 million in 2007 to more than 13 million in 2020. Thirty-three percent of all boomers (25.8 million people) volunteered for formal organizations in the last year, representing the highest rate of volunteering of any age group (standing more than four percentage points

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above the national average of 29 percent). Research shows, a typical boomer volunteer serves 51 hours per year or about one hour per week.

LIBRARY TIP TO USE: Baby boomers are less likely to volunteer out of a sense of duty or obligation and much more likely to volunteer as part of a social interaction, so reach out to friends of already active baby boomers. After all, the biggest inducement for boomers to volunteer is being asked by someone with whom he or she has a solid, established relationship.

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BABY BOOMER VOLUNTEERS

DIFFERENT FROM SENIOR VOLUNTEERS

Through volunteering, baby boomers are looking to lend their talents and experience to strengthen their communities. They view retirement very differently than other generations before them, seeing it as a second half of life or a source of social and individual renewal instead of just a time to rest and relax. They have a different perception of aging and traditionally shun names like "retirees," "seniors" and "elderly adults." David Eisner, CEO of the Corporation for National and Community Service, said, "America's baby boomers are an untapped resource of extraordinary proportions. They are the largest, healthiest, best-educated generation in history â&#x20AC;&#x201C; and they can leave an incredible legacy through service to others." They're looking to add deeper meaning to their lives, searching for activities that require more than just lending a helping hand.

LIBRARY TIP TO USE: Baby boomers like to think they are retiring to something instead of from something. They thrive on being part of a movement to make a difference and can perceive a negative connotation to the word "volunteer." Redesign your volunteer position descriptions to express the basis of engagement. Qualifications, key responsibilities, a position overview and the impact the candidate will have on the library should be the main focus of recruitment efforts.

JOBS THEY LIKE

While your library may have had plenty of baby boomer volunteers last year, statistics show they might not be back for round two. According to the Corporation for National and Community Service, baby boomer volunteer retention is related to the type and nature of the volunteer activity. As activists, they don't want to sit in a rocking chair but rather in the driver's seat. However, finding the opportunities they want to volunteer for can be tricky.

LIBRARY TIP TO USE: Baby boomers are more likely to lend a hand to serve a cause, fill a need or execute a specific task. They believe that one of the best things you can do is teach others what you know, so tap into their experiences and skills to develop highimpact volunteer activities. For example, a former math teacher might like to start an afternoon tutoring program, where as a businessman might want to present a lecture series on starting a small business.

TIPS FOR WORKING WITH BABY BOOMERS Respect their schedules. Baby boomers are time stretched, often balancing their jobs, hobbies and families. Flexible opportunities with short-term timelines and clear start and finish dates work best. Treat them as colleagues. Baby boomers are the anti-authoritarians, so make it a practice of asking them instead of telling them. Also make each step of the volunteer process participatory, while using their intelligence, education and experience. Develop opportunities that matter. Create jobs and tasks that take advantage of their passions and know-how, like goal setting, decision-making and activism. No paper sorting! LIBRARY.MOVLIC.COM/MAGAZINE

Make sure you are organized. Thanks to their tremendous work ethic, boomers are prone to shunning disorganization or sloppiness. They often know what works and what doesn't work with organizations, so be clear and provide a point person to answer their questions. Recruit through their peers. Recruitment materials should focus on testimonials and stories of boomer volunteers. Try to reach boomers at the office. Many employers have programs that allow their employees to use company time to volunteer with select organizations. You could even use a touch of nostalgia to target this group. WINTER 2017

FAMILY MOVIE NIGHT

FILM FUN FOR ALL:

y l i m a F a g n i t s o H t h g i N e i v o M Movies are definitely a hit at libraries across the country. According to research by the world's largest library cooperative, The OCLC, and Redbox, Americans borrowed 2.1 million DVDs from libraries, nearly rivaling the 2.2 million DVDs that were rented monthly from Netflix in 2010. Also, according to 2015 research from Institute of Museum and Library Services and the Motion Picture Association of America, Americans visit the library slightly more times than they go to the movies. Each year, 1.5 billion visits are made to libraries, while attendance at movie theaters reaches 1.3 billion. Movie nights are a popular, cost-effective entertainment option for your patrons and their families. Your public performance license delivers more than just an opportunity to nurture America's love of movies. Once your audience arrives for the show, you're also able to spread the word about other library services. Wondering how to get started? Here's what you need to know to host your own movie night.

Start Planning

Most groups begin planning their event about eight weeks before their movie showing. Decide whether your event should be on a weekend or a weeknight. Many libraries choose Friday or Saturday nights because it eliminates parents' worry over their child's bedtime that night. Also, check school and community calendars

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to make sure your event will not conflict with any other events. The more you can turn your family programming into a series, the more you increase your chances of success. Your license covers showings for an entire year, so show movies as often as your patrons want! A film series usually boosts event attendance and creates something for families to regularly look forward to. Try planning your movie events around a specific holiday, season, theme or even a philanthropic effort to increase their impact.

Gather Your Team

Spread the word throughout your community and solicit volunteers. Appoint a leader in charge of recruiting volunteers, organizing the event and ordering your movie license. You might also need to appoint a few people as leaders of promotions, equipment and snacks.

Choose Your Movie

Newly released movies are typically a huge attraction for families. If you're not sure what titles will draw a crowd, our website offers great programming ideas, or you can even let your patrons decide through voting. Remember to submit your movie licensing request to Movie Licensing USA at least two weeks prior to your event.

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FAMILYFEATURE MOVIE NIGHT STORY

Promote Your Event

When advertising, think about places where kids and adults spend the most time. This includes schools, after school programs like Big Brothers, Big Sisters and day care centers for children, and places like community centers, local gyms, licensing offices and grocery stores for adults. Make sure your advertising is placed in these locations, as well as on your website, in your library, in your news- letter and in community publications. Your license from Movie Licensing USA gives you access to free, colorful publicity materials, or you can create your own. Make sure your posters and signage are both eye-catching and legible from a distance, and pay close attention to advertising guidelines on Movie Licensing USA's website. Remind your audience what to bring to your movie night as you promote your event. A "bring a friend" incentive is another way to get the word out about your movie event for very little cost. For example, advertise that if a child brings a friend to your next event, he or she will receive free snacks like popcorn, or a small giveaway item from a promotional company like Oriental Trading (www.orientaltrading. com).

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Set Up Your Theater and Grab Snacks

As you plan your screening area, estimate your attendance size. Speak with your library's audiovisual coordinator or ask around to see if anyone has equipment like a digital projector if you're expecting a large crowd. Create a simple snack menu, gather food donations and determine prices if you're planning on having concessions. During your event, remember to thank your volunteers, promote your next event and take a lot of pictures!

Thank Your Helpers

Write thank-you letters and emails to those who helped make your event one to remember, including library staff, those who donated and anyone who volunteered. Share your story and photos by sending them to libraries@movlic.com to be featured in a future issue of Check It Out!

WINTER WINTER 2017 2017

MONEY SMART WEEK

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Celebrate Money Smart Week $ This April 22-29, help your patrons better manage their financial well-being with workshops and activities designed to cover all facets of personal finances. Thanks to the American Libraries Association (ALA) and hundreds of other organizations across the country, including schools, government agencies, financial companies and businesses, libraries are holding free educational seminars and programs. With sessions and information for all age levels, here are a few ways to celebrate Money Smart Week in your library.

FOR ADULTS: Money Matters 101 More than eight out of 10 U.S. adults think financial literacy is crucial to learn, especially because according to recent financial data, Americans have been spending and charging much more than they earn each year. Hosting a financial literacy workshop series that covers how to make a household budget, debt management, preparing for retirement and the basics of investing will help cover many areas your patrons might have questions in.

According to a survey by Networks Financial Institute, less than 30 percent of U.S. adults view their personal financial knowledge as very good or better. In another survey, only 26 percent of parents with children five years of age or older felt prepared enough to teach their kids about basic personal finances.

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The Keys to Buying Now & Paying Later Credit card debt, home foreclosures and vehicle repossession are just a few of the unfortunate circumstances that can occur when large purchases donâ&#x20AC;&#x2122;t go as planned. Help first-time homebuyers learn what they can afford and understand the money that changes hands during the home buying process with the help of a local lender. Another idea is to invite an automotive financial specialist to discuss the advantages and disadvantages of financing a car or leasing one. Ask a debt specialist to give pointers on how to whittle down credit card debt and what credit scores mean.

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MONEY SMART WEEK

FOR TEENS: Scams and Schemes to Steal Your Money! With so many social media networks, online games and e-commerce websites, it might be hard for teens to completely understand who has access to what information. Invite a financial expert to talk about some of the biggest money schemes via snail mail, email and the Internet, as well as provide teens with tips on how to stay safe when buying online.

Cheaper College?!? Teach patrons how to maximize their financial aid efforts before they head off to college. This session can be taught by a college financial aid professional and include ideas on how to find college scholarships, an explanation of various college loans, tips and tricks to remember when applying for financial aid, the key to finding educational tax breaks, and how to properly fill out the FAFSA.

FOR KIDS: The History of Money Indulge curiosities about how money got started. Focus on the value and currency of money throughout American history and combine this show and tell presentation with facts, like how much money is in circulation, the current amount of U.S. national debt, how much money is printed each year, and what a dollar actually stands for.

Money Movie $howing Feature a family favorite with a financial message that money can’t buy everything and focus on the life lesson the main character learns. For example, in Blank Check, Preston is able to buy every toy he wants but still isn’t happy without his family. In Richie Rich, Richie’s family can afford anything they desire, but they can’t buy friends.

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WINTER 2017

COST OF LIBRARY FINES

The Cost of Library Fines Here’s a library fun fact: Keith Richards confessed to British news source The Mirror that more than 50 years ago, while a teen in Dartford, England, he failed to return several books to his local library. Today, those fines would have compounded to anywhere from $4,500 to $30,000 – a hefty sum of money for some overdue books from the 1960s. It’s no doubt that his overdue fine money would be hugely beneficial to the programs and services in the Dartford library. But was it the fines and fees that prevented him from returning his materials? Everyone knows the easiest way to avoid fines at any library is to return borrowed materials on time. However, sometimes due dates can creep up on patrons, slip their minds or even be ignored if there are only a few chapters left to read. Some libraries see fines as necessary to their financial survival, while others see them as a marker of responsibility for keeping library items in good condition. Still, some think that fines should be eliminated because they can deter certain segments of the community like those with small children or the less fortunate from taking advantage of all the library has to offer. In the days where competition with libraries is fierce thanks to Amazon, the Internet, bookstores and more, omitting fines might be an easy way for libraries to appear more customer-friendly. Booklovers have pointed to movie services like Netflix that don’t charge if you’re a little late to return borrowed items.

To banish or not to banish? The Dover Town Library, in Dover, MA, is one library that offers the unusual advantage of no fines for overdue materials, citing convenience and friendliness as two of the goals when banning fines. Dover librarians have lost between $3,000 to $5,000 each year in revenue by banishing fines, but they “have gained substantial amounts of goodwill within their community,” according to Library Director Kathy Killeen in an article by The Christian Science Monitor. Killeen also states, “Young families borrow a great deal of items. They’ve got a lot of pressure on them. If they’re a week behind, they don’t have to pull out their wallet. It just takes that onerous element of libraries out of our exchanges with people.” Plus, Killeen notes, “It takes an incredible amount of staff time to collect 50 cents, to monitor it and send out notices. We weighed the actual costs of collecting fines against the revenue brought in and decided it was kind of a wash.”

WINTER 2017

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A fine- free policy doesn’t mean responsibility free. Be sure to stress that patrons can still be charged for damages to and loss of library items.

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COST OF LIBRARY FINES

Fine elimination might work for smaller communities, but fines can make a major funding dent for bigger libraries. For example, the Chicago Public Library typically brings in over $1 million with their 10 cents a day fines according to spokeswoman Maggie Killackey. Another example of a library that relies on fines for financial reasons is the San Diego Public Library. The city treasurer’s office acts as a collection agency for this library, which typically brings in over $900,000 each year. Leslie Burger, director of the Princeton Public Library and former president-elect of the American Library Association, defends fees because they indicate a certain responsibility over the items patrons borrow, yet encourages libraries to be flexible because not everyone can afford fines. “Fees work as a barrier and keep people away,” she notes in The Christian Science Monitor article previously mentioned. Some patrons don’t consider that it takes money to purchase library materials, and tax dollars are often the source to keep a library’s shelves full. “There are plenty of things for librarians to do besides collecting nickels. We want people to come in and use [our materials].”

Alleviate Fines with Special Events! For libraries who don’t want to completely do away with fines but would like to give patrons a reprieve from paying, here are some ideas.

Food For Fines – The Santa Cruz Public Library in Santa Cruz, CA, eliminates $1.00 in library fines for each non-perishable food item donated, up to $20. Fines-Free Library Loan Program – The Hayward Public Library in Hayward, CA, created a plan that lets users borrow items without late fines for a low monthly fee. For $2.99 a month, patrons can rent 3 items and return them for new ones whenever they would like.

Read Down Program – The Delaware Country District Library created a plan to help patrons whittle down fines by doing what they love – reading. During this program, every 10 minutes that a patron reads will add $1 of fine credit to his or her account. Fine Amnesty Day – The Public Library of Cincinnati sets aside one day a year that patrons can have all fines removed from their library cards. This year’s Fine Amnesty Day was organized to help thank the community for their support and use of the library after receiving the National Medal for Library Service.

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WINTER 2017

MARKETING AND EMAIL

SUCCESSFULLY MIXING MARKETING AND EMAIL: How to Effectively Combine the Two Marketing is a necessary, yet sometimes frustrating, tool for many businesses, including libraries. The challenge lies in delivering an interesting and pertinent message to patrons at a time when they’re most receptive. Many libraries choose to use email marketing as part of their overall marketing strategy because it delivers messages right into patrons’ virtual hands and can reach thousands

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of individuals with just a few clicks – whether they’ve been to your library recently or not. However, in order to create effective email campaigns that actually drive traffic to your library, it’s essential to understand the core principles of marketing.

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MARKETING AND EMAIL

TOP EMAIL MARKETING TOOLS Here are a few great tools to help you boost your email’s look and feel.

SCOPE – This free program lets you see what makes an eye-catching email look so appealing. Scope reveals the HTML source code of expertly designed emails and works inside supported email clients like Gmail.

EMAIL SPAM TEST – While the name is selfexplanatory, this service lets you run your email subject line and HTML source code against various test like Bayesian spam filling, link trackers and more.

MAILCHIMP SUBJECT LINE SUGGESTIONS – Need a little help creating a snappy headline? Mailchimp has a great resource built into its software platform. If you click “research subject lines,” a pop up appears to make suggestions.

LITMUS – Because all email clients display emails a little differently, it helps to see how your message will appear in different inboxes. Litmus shows you how your email looks in up to 34 different inboxes by just entering your HTML code and email address. The site even emails you when your results are ready.

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THINK LIKE A CONSUMER Understanding your target audience and their needs is perhaps the most important piece of the marketing puzzle. When strategizing a new advertising campaign for a program or service, it helps to picture yourself as one of the patrons receiving this email. If you were a patron being marketed to, what would it take to make you pay attention? Also, you might want to think about the last time a marketing campaign worked on you. What was the action, promise or detail that pulled you in enough to encourage you to take action? In a Library Journal article titled “Marketing Libraries is Like Marketing Mayonnaise,” Academic Liaison Librarian at the University of York Ned Potter compared the similarities between marketing libraries and promoting Hellmann’s mayonnaise. He drives home the point that simply seeing one advertisement is not enough to make the audience run out and buy some; it’s actually a combination of exposure to Hellmenn’s ads over time on the radio, in magazines, during commercial television breaks and on the Internet that spurs the audience to think of Hellmann’s when they’re standing in the condiment aisle at the grocery store. By placing ads in different locations and exposing consumers to the same message multiple times, the audience creates a subconscious memory that can lead them to reach for a jar when browsing. Now, consider how you currently advertise programs and services in your library. For example, seeing just one poster for a workshop on genealogy probably isn’t enough to influence someone to attend. However, relying on multiple mediums to build awareness over time as part of a strategic campaign could help drive a patron to turn to the library when he or she wants to start researching ancestry. An example of an integrated marketing campaign concerning this hypothetical genealogy program could include posters for an upcoming genealogy introduction workshop, an Independence Day display on how the founding fathers are connected to today’s celebrities and politicians, brief verbal mentions of resources available at other researchbased programs, and a special feature on the library’s homepage letting patrons tell their stories of familyrelated historical discoveries.

WINTER 2017

MARKETING AND EMAIL

EMAIL MARKETING We’ve covered the importance of mixing up your marketing mediums, now let’s discuss the popular tool email marketing. Lack of time, funds and other resources can make email marketing an attractive avenue for advertising a particular service or program. Plus, almost everyone uses email! Yet, email marketing can lead to disappointment if the return on investment isn’t what your staff hoped it would be. With inboxes swamped day in and day out, all emails your library sends must be relevant yet specific, interesting and brief.

There are plenty of free email tools available that make it easy to create dynamic emails, complete with metrics to track the number of opens, clicks and much more. Mailchimp lets you send up to 12,000 emails each month for free! This program would be an ideal tool for creating an interesting bi-monthly email that lets patrons catch up on what’s happening in your library based on your community’s interests. These brief updates can tap into a specific niche like gaming or new book-to-movie programming that might gather readers and eventually turn them into library regulars.-

As for advice on creating a compelling email, an article on Forbes.com titled, “15 Email Marketing Tips for Small Businesses” recommends making your emails easy to subscribe to on your social media accounts and website, as well as informing your subscribers what to expect upon signup. Next, experts recommend making your emails scannable by highlighting no more than three main points, adding subheaders and images to block up text. Writing resource website Copyblogger.com advises that keeping emails causal, short and natural are the three best tips for writing engaging emails. Other tips include asking a question in the headline and keeping headlines under 50 characters or less. Email marketing giant Mailchimp, a popular email program that sends over nine billion emails each month, also advises to localize your programs by adding your community’s name and to avoid popular spam words like “free,” “100% free,” “attention,” “act now” and “help.” You can brush up on your spam rules by reading up on the CAN-SPAM act on the Bureau of Consumer Protection’s website Business.ftc.gov.

EYE-CATCHING BUZZ WORDS Combine attention-catching buzz words like these in headlines when describing your library and what you offer. • You (speak directly to your patrons!) • Amazing • New • Now • Best-seller

• Be the first • Guaranteed • Secret • Instant • How to • Announcing

DID YOU KNOW? There are 251 email marketing software solutions currently on the market. According to Litmus, 33 percent of email opens occurred on an iPhone, while Gmail only accounts for 15 percent of opens. Google Android comes in third, accounting for 10 percent of opens. “Email is the top source of analytics data for marketers, with 41 percent using their email marketing performance data,” according to Forbes.com.

WINTER 2017

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BOOST BUSINESS

How Libraries Can Boost Businesses In times of economic instability, libraries become much more than a multimedia hub, information resource or material lender. You know the irreplaceable resources you provide for those seeking employment, but did you know that your library also has valuable resources that can make a significant impact on small and medium-sized businesses in your area? Here’s how your library stacks up.

Public libraries provide services to small business owners and employees more than 2.8 million times every month.

Only 6,600 conference and other meeting centers offer free meeting spaces as opposed to 10,800 U.S. public libraries.

In order to help local businesses thrive, business owners are using library rooms as meeting spaces, logging on to the free wireless Internet, and accessing hundreds of resources on the basics of starting and running a business according to the OCLC report titled "How Libraries Stack Up: 2010."

Over 225,000 people use free meeting rooms offered by libraries each day, adding up to more than $3.2 billion annually based on 286 business days per year.

More public libraries offer free meeting rooms than total sum of all free conference centers, convention facilities and auditoriums in the U.S., according to the Online Computer Library System and ReferenceUSA Business and Residential Directory.

How about using your Movie Licensing USA coverage to rent out your space for community events such as movie nights? Your license covers your entire building, so any community group could pay to show a new blockbuster hit or a timeless classic.

Over 12,800 U.S. public libraries offer FREE Wi-Fi, while only 7,500 U.S. Starbucks let users get online gratis. Free Wi-Fi access is another major business perk that libraries provide. According to statistics by the American Library Association and Starbucks, libraries outnumber America’s favorite coffee giant when it comes to offering free Internet access.

The U.S. Department of Labor offers 3,000 One-Stop Career Centers, which provide career counseling resources, resume assistance and online job application support. Over 13,000 public libraries offer the same or similar career assistance opportunities. If your library offers these valuable job support services, make sure your patrons know about them!

“The library has many programs that are competing for resources,” explains Mark Anderson, chief of Chicago Public Library’s Business, Sciences, and Technology Division. “Because some of these business services and resources are not highlighted or advertised, many people might “think the library is good for kids and seniors.” But during our (business resource) seminars, people will come up and say, ‘I never knew you had these things!’” LIBRARY.MOVLIC.COM/MAGAZINE

WINTER 2017

UTILIZE SISTER LIBRARIES

WE ARE FAMILY!

How to Utilize Sister Libraries Next time your library needs a source of support, why not try a fellow library? Libraries both near and far can form a strong safety net to help one another reach their full potential. According to Sara Ann Long, former president of the American Library Association, “Libraries build community, but today’s community is a global one. Many of today’s library users have emigrated from other countries. Many routinely travel for pleasure and conduct business abroad. Becoming a Sister Library is an opportunity to build relationships with libraries in other cultures that can help us learn, understand and better serve our community.”

Why reach out to other libraries? There are many benefits to using a fellow library’s assistance. Reasons include exchanging books and electronic materials, sharing resources, promoting programs, connecting with other communities and ensuring each library is doing its absolute best.

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According to April Ritchie, founder of the Kentucky Sister Library Project and author of American Libraries magazine article titled “O Sister, Where Art Thou,” “Traditionally, libraries have had a healthy appetite for friendly competition. This congenial competitiveness keeps us on our toes and helps us take pride in our work, and that is good for everyone.” Most libraries tap into sisterhood potential by connecting with a library outside of the United States. However, sometimes a more local approach is needed to ensure a library is maximizing its full potential. Some libraries, like the Kentucky Sister Library Project (KSLP), have chosen to pair up with a library within the same state. This helps share assets between libraries with a lot of funding and those with little funding. One thing that helps partnerships like these work smoothly is the Sister Libraries Agreement Form. While not a contract, this form outlines the terms and expectations of each library to be reviewed by each library's board.

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UTILIZE SISTER LIBRARIES

How can I find a Sister Library? ALA’s Sister Library Program gives a few suggestions on how to find a Sister Library. Most of these tips are applicable to a statewide, national and international Sister Library program. Among their tips are finding personal or business ties to other countries within your community, making contact with libraries while traveling, meeting with international students within collegiate library programs nearby, fostering relationships with librarians met during library conferences, and building on existing relationships with international organizations within your community.

How can I get started? The ALA recommends first analyzing your library’s needs and figuring out how you could benefit from a Sister Library relationship. Identify the things you can offer another library, figure out how much you could spend on this program and determine the level of commitment that you will be able to make. Present these to your board and get your community involved via a local committee. Cooperation and flexibility are two key traits needed when working with an international library, especially when working with different languages. Try to answer each email promptly to keep the relationship running smoothly.

On ALA’s Sister Library Initiative, you can read success stories, look over their advanced planning checklist, browse through the directory of libraries looking for sister libraries and more.

ities Activ ister for Saries Libr Sister Libraries can be a blessing in disguise for splitting programming costs, trading materials and helping lift each other to new levels of success. Embrace your Sister Library partnership with these ideas from the ALA.

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Organize a pen pal emailbased program to help your libraries learn from your Sister Library. Discuss concerns, display inspiration, programming ideas, issues you’re facing and more. Create a cultural exchange using staff newsletters, newspaper articles, scrapbooks, pictures of your library and more to get to know this library.

Arrange a visit to your Sister Library to learn how to offer your library’s perks and to see what you could borrow from their library. Set up an evaluation scale to help you and your Sister Library learn from both your successes and mistakes.

WINTER 2017

REVAMPING STALE PROGRAMMING

REVAMPING S

a l t

PROGRAMMING Sometimes, even your most successful programs can get lost in the noise of your patrons' lives. In order to attract new faces, feedback, ideas and more, you might need to make some updates to the way you're marketing your program, who you're targeting or what you're offering.

How do you know if it's time for an update? Certain situations like dwindling interest, limited program offerings and poor attendance are all signs your program might need a little makeover. The first step in revamping a program is to evaluate how your patrons are learning about your programs and what they'll get out of the program by attending. Redesigns to your programs need to be guided by an understanding of what your patrons want and need, in addition to knowledge on how they find information and where they look. When it comes to spreading the word about a program, always keep in mind that in addition to flyers, signs, brochures and emails, you have numerous other marketing channels at your disposal at all times. These include your website, social media, word-of-mouth from your staff or from other library visitors, newsletters, or even just walking in at the right time.

Choose your words wisely As librarians, you recognize the power words can have. The verbiage you use in your program descriptions

WINTER 2017

actually play a significant role in who attends. For example, which is more powerful: "healthy recipes" or "I can't believe it's vegetables?" Most people would choose the second one. Here's another example of how words can impact perceptions of your programs. Let's say you're marketing a workshop on infant care. Some parents might find words like "parenting tips" or "infant help" condescending and negative. They might choose not to attend based on this simple word combination. Therefore, make sure your text is witty but also includes the benefits of attending the program. In an article on ProgrammingLibrarian.org, former Children's and Family Program Coordinator at the Multnomah County Library in Multnomah, OR, Cindy Strasfeld stresses the importance of making a great first impression in addition to choosing the right words. From the first initial brush with a program through word-ofmouth, a social media update, a flyer or another avenue, you have to grab attention. Snappy headlines, bright colors, cool graphics and succinct descriptions can help get your message across in a flash.

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REVAMPING STALE PROGRAMMING

Borrow from other programs. A few tweaks can give a routine program a brand new meaning. Strasfeld took the core ideas from a successful program titled, "Tools for Midlife Transition," and broadened the message a little to attract a whole new audience. Her program's new theme was how to survive change, expanding on the original concept of surviving job loss and economic instability. The rebranded program included tips on how to start over after being laid off, ending a relationship or suffering from a loss. These little, simple changes lead to an expanded audience of post-college students struggling after graduation to retired adults looking for ideas on how to enter a new phase of life.

Think outside the box. You know the audience you want to reach, but perhaps your current program just isn't bringing in the numbers. For example, let's say you're interested in targeting men for a workshop on outdoor preservation and gardening. Why not focus specifically on lawn care or how to safely keep pesky animals from eating their plants? By adding

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a bit more of a traditional male focus in this instance, you might see an increase in male attendance. Partnering with a local business or cause is another way to give your program a new look without changing too much of its core. By connecting with your community's local business association, for example, your library's small business resources can get some additional recognition.

Bundle your programs. Packaging two programs together â&#x20AC;&#x201C; an old one and a new one â&#x20AC;&#x201C; as parts of a series is a great way to add interest to an already existing program. This also has the added benefit of leading patrons to a new program they might not have discovered otherwise. A example of this would be creating a wellness month and including a pre-existing program on heart health with a new program about how memory works. Another great example would be adding a summer twist regarding vacation planning onto your preexisting budgeting workshop. Pair this with a seminar on finding the best travel deals and a lecture from an author or speaker with extensive traveling experience, and you have a whole new series to present to your patrons!

WINTER 2017

BOOK - TO - MOVIE

READ IT. SEE IT. L VE IT. START A BOOK-TO-MOVIE CLUB AT YOUR LIBRARY! ENCOURAGE PATRONS TO READ A SELECTED BOOK, THEN PLAN A MOVIE EVENT AROUND THE MATCHING FILM. THIS PROGRAM WORKS WITH ANY AGE GROUP

TEENS 22

The Legend of Tarzan Based on Tarzan of the Apes by Edgar Rice Burroughs Rated PG-13

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Dances with Wolves Based on the book Dances with Wolves by Michael Blake Rated PG-13

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Confessions of a Teenage Drama Queen Based on the book Confessions of a Teenage Drama Queen by Dyan Sheldon Rated PG

Chitty Chitty Bang Bang Based on the book Chitty Chitty Bang Bang: The Magical Car by Ian Fleming Rated G

Bridge to Terabithia Based on the book Bridge to Terabithia by Katherine Paterson Rated PG

CHILDREN

AND OFFERS A CHANCE TO DISCUSS SIMILARITIES AND DIFFERENCES BETWEEN THE TWO.

Big Fish Based on the book Big Fish: A Novel of Mythic Proportions by Daniel Wallace Rated PG-13

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Whiskey Tango Foxtrot Based on The Taliban Shuffle by Kim Barker Rated R

Me Before You Based on Me Before You by Jojo Moyes Rated PG-13

Middle School: The Worst Years of My Life Based on the book Middle School: The Worst Years of My Life by James Patterson and Chris Tebbet Rated PG

No Country for Old Men Based on the book No Country for Old Men by Cormac McCarthy Rated R

13 Hours: The Secret Soldiers of Benghazi Based on 13 Hours: The Inside Account of What Really Happened in Benghazi by Mitchell Zuckoff Rated R

COMING SOON

ADULTS

BOOK - TO - MOVIE

Queen of Katwe Based on The Queen of Katwe by Tim Crothers Rated PG-13

THESE MOVIES WILL BE AVAILABLE FOR WINTER PROGRAMMING! For more information, programming ideas and to view additional ideas for your book-to-movie club, visit

library.movlic.com LIBRARY.MOVLIC.COM/MAGAZINE

WINTER 2017

CELEBRATE STAFF

FREE WAYS TO CELEBRATE YOUR STAFF'S WORK! Paying tribute to your library staff’s hard work can do wonders for morale. A good employee recognition program doesn't require expensive gifts or extra zeros in your budget. Simply knowing your staff and finding out what will motivate them to keep up the great work is all it takes.

Each Employee Has Different Motivators. In the book Make Their Day! Employee Recognition That Works, author Cindy Ventrice identifies three key areas that serve as potential reasons to work hard: involvement, affiliation and power. Involvement is important to employees because they want to do something that creates value to the community. They want to be recognized and appreciated for what they do. Affiliation helps employees belong to something bigger than themselves, like being part of a team or cause. Power is a motivator for those who want to have an impact on others or the community. So just how can you satisfy these motivators? Four elements that work are praise, thanks, opportunity and

respect.

Praise: The great thing about praise is that it can be done in an endless amount of inexpensive ways. It can be public or private, expressed annually or weekly and appear in both tangible and verbal forms. Remember that praising efforts as well as successes can be equally effective.

Thanks: Just like praise, thanks can either be public or private, verbal or tangible. The main point of praise is to recognize the employee's exemplary job and acknowledge their contributions. It can be as simple as a sentence spoken when passing by someone. A handwritten note, extra time off or batches of home-baked goodies are always appreciated ways of saying thanks.

contribute. Feedback is another effective tool since it helps staff avoid possible problems and lets workers know how they're doing. Flexibility can be a huge morale booster since it shows your trust level and might result in staff taking more responsibility in their work.

Remember to be fair with rewards. If you're setting a formal employee recognition program, clearly defined criteria can help avoid accusations of favoritism. Determine what behavior you are trying to promote, and tell your staff what you're looking for. Also, set guidelines on who is eligible for the awards and how winners are chosen. If employees are responsible for nominating each other, make sure you request a reason why this person should win.

Opportunity: Present new opportunities to staff as a way

of recognizing their great work. For example, if you have an employee who is interested in trying something new or learning a new skill, let that person take on his or her new project. The freedom to grow will give this employee proof that you have confidence in his or her ability.

5 FUN WAYS TO MOTIVATE YOUR STAFF:

Respect: This is essential for any employee recognition program. You can show respect to your employees by involving them in your decisions and inform them of what's happening within the library. Offer a chance to voice concerns, opinions and ideas on how they can

• Make pay day casual day

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• Create a praise bulletin board • Let them add some patron-friendly oomph to job titles • Have a Friday drawing for a "Sleep-in late Monday" pass • Start a traveling trophy that is awarded to the hardest working employee each quarter

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ENTERTAINMENT

FUN, GAMES & C NTESTS HOLIDAY WORD SCRAMBLE INSTEAD OF TANGLED TINSEL, TRY UNSCRAMBLING CHRISTMAS-THEMED WORDS THIS HOLIDAY SEASON. AND AS ALWAYS, ITâ&#x20AC;&#x2122;S THE THOUGHT THAT COUNTS!

1. JEGLNI SELLB

2. TIWENR ____________________ 3. IFTSG ____________________ 4. ASTAN ____________________ 5. BRAECRRESNI

____________________

6. REET ____________________ 7. HTNRO LPEO 8. TANMENOR ____________________ 9. HREATW ____________________ 10. LJOLY ____________________ 11. OWNANMS 12. NDCAY AECN

____________________

13. IGEERNARDGB

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14. UYEL ____________________ 15. EMETLOIST 16. RINRDEEE ____________________ 17. EIP ____________________ 18. GOEGNG ____________________ 19. LFE ____________________ 20. EGHILS ____________________

18. EGGNOG; 19. ELF; 20. SLEIGH 9. WREATH; 10. JOLLY; 11. SNOWMAN; 12. CANDY CANE; 13. GINGERBREAD; 14. YULE; 15. MISTLETOE; 16. REINDEER; 17. PIE; 1. JINGLE BELLS; 2. WINTER; 3. GIFTS; 4. SANTA; 5. CRANBERRIES; 6. TREE; 7. NORTH POLE; 8. ORNAMENT; LIBRARY.MOVLIC.COM/MAGAZINE

WINTER 2017

10795 Watson Road St. Louis, MO 63127

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