Sending positive messages in a downturn economy

I read an interesting article by Emily Silverman of University of Massacuhusetts who posited that library administrators often, in the face of budget cuts, are tempted to send messages to their publics to rally support, using messages such as "Save the library!" and "We need your help!"

She writes that even though our instincts may tell us to cry out in pain to get the attention we deserve, these types of messages often do more harm than good. Supporters like to respond to a positive message; they like to support an organization that is not in financial trouble. She believes that cries for help do not yield results.

Silverman advises to continue doing as much as you can in finding ways to give users what they want (know your audience) and find multiple ways of communicating your library's successes. Libraries' resources are in incredible demand. Libraries are having to do more with less and we must have honest and confident messages and be forthright about the financial impacts we are facing. But let's tell the good stories and focus on the positive reasons that people are flocking to their libraries. Libraries have transformed to successfully meet changing needs, such as free wifi, DVDs & video cameras for check-out, employment counseling, computers, ESL classes, tutoring, expanded programming for youth and homeschoolers, and free use of community rooms.

Share your statistics, stories and successes in every way that you can, not just using data. Use testimonials by your customers, find partners to help share the message about the many ways that the library impacts its community and build a pool of strong examples and images showing how the library demonstrates value and benefit in good times and bad using print and electronic means.

Take pride in your success (even in a downturn economy) and people will remain committed in you. Yes, it hurts right now and the decisions are tough--harder than most people realize. But it's important to find ways to tell the library's story in ways that encourage financial support without the negative undertone of "save us."