Author Description

The Online Computer Library Center (OCLC) received a grant from the Bill & Melinda Gates Foundation to conduct research, develop strategies, create materials and evaluate the potential of marketing and communications programs to sustain and increase funding for U.S. public libraries. The quantitative study targeted two audiences: residents in U.S. communities of populations less than 200,000 and elected officials in the United States. More than 90% of all U.S. public libraries serve communities with populations of 200,000 or less. The study was intentionally designed to capture and analyze the attitudes, behaviors and opinions of residents in these communities. The objectives of the quantitative research survey were twofold: (1) To create a market segmentation analysis of the U.S. voting population that identifies which segments of voters are the most likely to generate increased support for U.S. public libraries. The segmentation study was designed to help uncover the underlying motivations and attitudes toward libraries that are indicative and predictive of their level of support for library funding; and (2) To understand the attitudes and behaviors of elected and appointed officials about libraries in general, the library's importance to the community and how those attitudes impact the officials' willingness to support local library funding. There were eight important findings derived from the quantitative research: (1) Most people claim they would support the library at the ballot box--fewer are firmly committed to it; (2) There is a lot that people don't know about their public library; (3) Library support is only marginally related to visitation. Advocating for library support to library users focuses effort and energy on the wrong target group; (4) Perceptions of the librarian are highly related to support. "Passionate librarians" who are involved in the community make a difference; (5) The library occupies a very clear position in people's minds as a provide