Waging a successful library funding campaign: a case study
| Published date | 04 March 2014 |
| Date | 04 March 2014 |
| DOI | https://doi.org/10.1108/LM-02-2013-0016 |
| Pages | 164-174 |
| Author | Brent S. Roberts,Cheryl L. Hoover |
| Subject Matter | Library & information science,Librarianship/library management,HR in libraries |
Waging a successful library
funding campaign: a case study
Brent S. Roberts and Cheryl L. Hoover
Library, Montana State University Billings, Billings, Montana, USA
Abstract
Purpose – The purpose of this paper is to identify common arguments and points of resistance to
library development projects, and to outline effective political and communication strategies, which
can be used by library administrators and supporters when pursuing funding campaigns.
Design/methodology/approach – This study analyzed media messages from local newspaper and
radio stations, including open comments posted in online discussion threads, over a one-year period.
Interviews were also conducted with the library’s director and foundation development officer.
Findings – Analysis of media coverage drew out primary points of resistance, while the interviews
provided strategies utilized to counteract anti-library rhetoric.
Research limitations/implications – Further comparison with other library funding campaigns is
needed. Particular areas to be studied include the relationship between the tone of online discussion
forum posts and actual voting results; also, the impact of strongly opinionated posters on other
participants.
Practical implications – Library administrators seeking public support should strongly consider
the following points which contributed to the success of the campaign analyzed in this article: The
need to understand common public responses and points of resistance to proposed library projects.
The importance of a supportive city council. The need to reduce uncertainty about potential physical
locations. Understanding the distinction between political vs marketing campaigns. Identifying
potential supporters, regardless of whether they were library users.
Originality/value – This study is important because in seeking public support for major projects,
administrators must be prepared to counter common anti-library messages. Strategies undertaken in
this campaign may be generalized to libraries of other types.
Keywords Funding, Support,Politics, Media, Administration,Campaigns
Paper type Case study
Library directors from all types of libraries devote considerable time and effort to
developing plans for renovation or expansion of existing structures. Architects and
stakeholders are invited to extensive charette sessions to design new buildings.
Approval for such projects demonstrates community support for library services and
the roles libraries play in the twenty-first century. In the global economic downturn
that has gripped the world since 2008, however, these dreams have grown precarious,
in spite of numerous successful library bonding projects (Dempsey, 2010).
This study investigates the bond campaign for the construction of a new public
library in Billings, Montana. In the US, municipalities issue bonds or levy property tax
increases to generate funds for major ventures such as construction projects. Voters
may accept or reject these measures. Though ultimately successful, this pro ject was
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0143-5124.htm
The authors wish to thank Bill Cochran, Parmly Billings Library Director, and Leslie Modrow,
Parmly Billings Library Foundation Development Director, for their review of early drafts of this
article.
LM
35,3
164
Received 19 February 2013
Revised 19 June 2013
Accepted 20 June 2013
Library Management
Vol. 35 No. 3, 2014
pp. 164-174
qEmerald Group Publishing Limited
0143-5124
DOI 10.1108/LM-02-2013-0016
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