Promoting the Library, SPEC Kit 306 (September 2008)

Mathews, Brian; Bodnar, Jon

SPEC Kit 306: Promoting the Library · 65
“Targeted e-mails classroom instruction library Web site spotlights &bulletins events exhibits mailings other donor
presentations.”
“The Libraries developed a communications plan with specific goals and key messages to achieve this objective.”
31. What audience was targeted? Check all that apply. N=17
All library users 3 18%
Undergraduates 5 29%
Graduates 4 24%
Faculty 10 59%
Staff 9 53%
Potential donors 16 94%
Other, please describe 8 47%
All users Undergrads Grads Faculty Staff Donors Other, please describe
✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔ ✔ Known donors/friends of the library
✔ ✔ ✔ ✔
✔ ✔
✔ ✔ ✔ Note: potential donors were the top
audience. Other audiences included
University officials and government
officials, since Penn State receives
funding as a state-related school.
✔ ✔
✔ ✔ ✔ Previous donors, VIP’s and dignitaries
Development and alumni relations
staff. Information provided to them
can be shared with alumni donors and
prospects.
✔ ✔ ✔
✔
✔ ✔ ✔

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66 · Survey Results: Survey Questions and Responses
All users Undergrads Grads Faculty Staff Donors Other, please describe
✔ ✔ ✔ Campus and university administrators,
state legislators, local/regional/
national businesses
✔ Campus development staff
✔ Past Donors
✔
✔ ✔ University administrators
32. For this activity, what channels has the library used to convey the promotion message? Check all
that apply. N=16
Library channels
Library Web site 12 75%
Library events 12 75%
Flyers and brochures 10 63%
Targeted e-mails 9 56%
Posters 6 38%
Library discussion lists 1 6%
Classroom instruction 0 —
Campus channels
Campus Newspaper articles 7 44%
Campus Calendar 4 25%
Campus Radio 2 13%
Campus Newspaper advertisements 2 13%
Campus Portal 2 13%
Campus TV 1 6%
Campus Resident Halls/Dorms 0 —
Campus Student Center/Dining Halls 0 —
Course Management System 0 —

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64 · Survey Results: Survey Questions and Responses
discuss the project with prospects (2) online information about the project and (3) near-term, scheduled tours
of the Library. While these recommendations were made within the context of the capital project, this provides
opportunities to share more information about Library’s role in the quality of student life and its contributions to
scholarship, research and learning at this institution. At this time, there is an informal tagline that accompanies
the case for support: ‘The University Library Building: Collect, Preserve and Conserve.’ Specifically, the above-
mentioned presentation was entitled ‘Expanding a Great Library for a Great University.’”
“We kicked off the campaign by having a gala (The Carousel of Knowledge) that was held during the day
this set the stage to involve the entire campus community. In 2006/07, we held two events: a) a fall brick
installation and reception to encourage support of the grassroots ‘Buy a Brick’ fund-raising campaign and
b) a spring reception to thank donors who gave to the East Wing renovation, one of the most prominent
campaign objectives. The campaign included three special inserts in the Friends’ publication, one on the goals
of the campaign, one on supporting the exhibits program, and one on grassroots giving opportunities (bricks,
bookplates, incubator endowments). We also advertised in the basketball programs for the ‘Buy a brick’
campaign. ‘Achieve: A Truly Great Library Within Our Grasp.’”
“Web site development for both Friends group and for Giving through the Foundation regularly published
newsletters for the Friends and local donors an annual magazine distributed to 10,000 donors across the
country membership brochure donor events, programming, lectures. Within this broad activity, we also pursue
smaller initiatives associated with specific goals. ‘A gift to the libraries is a gift to the entire university.’”
“1) 2 x yearly newsletter, also mounted online. 2) 2 to 4 x yearly advisory board newsletter. 3) Donor events
and receptions—exhibits, lectures, films, co-hosted a civil war museum reception in Harrisburg. 4) Created an
online alumni library Refreshed every 2 months with new features, advertised in main alumni publication and
via releases. 5) Bookmark series with highlights of Football Coach Joe Paterno’s career, a benefactor of the
Libraries--offered a bonus untrimmed collector’s sheet plus gave away single copies. ‘The Library: The Heart of the
University.’”
Did Not Develop a Tagline or Slogan
“Annual fundraising dinner, supported by publications.”
“Anniversary celebration of one of our library buildings. Celebration evening with invited guests.”
“Creating a Case Statement brochure and re-designing the library giving Web site.”
“Development officers in library administration work in tandem with the communications director to promote the
library among donors and potential donors. In addition to the development officers’ direct contact with donors,
we use Building Knowledge, the library’s donor publication, to keep donors apprised of the library’s successes.
The communication director produces Building Knowledge.”
“Hired a development director who establishes fund raising goals based on priorities of the library works closely
with University Librarian and university development directors identifies and cultivates prospects etc.”
“Just completed major campaign as part of university-wide development campaign.”
“Promoting fundraising events.”

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