Rural and Small Libraries - Review

Transcription

1 Association for Rural and Small Libraries Market Research Survey and Focus Group Findings Executive Summary LUKAS CONSULTING RAINBOW RESEARCH, INC. Authored by: Carol Lukas and Barry B. Cohen

2 Acknowledgements We want to acknowledge the contribution of those who shared their experience and stories in the survey and focus groups. We also wish to thank the ARSL Board of Directors, the network of dedicated rural and small library professionals in the United States and Canada, and key contacts in state library agencies for outreach efforts that contributed to the high level of response to this survey. This market research was conducted on behalf of The Association for Rural & Small Libraries. The research was sponsored and generously supported by the Bill & Melinda Gates Foundation. The research was guided by a Steering Committee composed of four members of ARSL s Board of Directors: Becky Heil, Chair, Iowa Library Services, State Library, Iowa Jennifer Peterson, WebJunction OCLC, Washington Steve Seale, Plano, Texas Tena Hanson, Estherville Public Library, Iowa Focus group research was conducted by Carol Lukas,, Saint Paul, Minnesota carol.lukas@gmail.com Survey research was conducted by Rainbow Research Inc., Minneapolis, Minnesota Barry Cohen, PhD, Executive Director Catherine E. Bosserman Gayle Zoffer Lola Adebara Mary Johnson Mia Robillos Disclaimer from the Bill & Melinda Gates Foundation This report is based on research funded in part by the Bill & Melinda Gates Foundation. The findings and conclusions contained within are those of the authors and do not necessarily reflect positions or policies of the Bill & Melinda Gates Foundation. 2

3 Executive Summary Background In summer 2012, The Association for Rural & Small Libraries (ARSL), with support from the Bill & Melinda Gates Foundation (foundation), initiated a market research effort to learn from the field of small and rural libraries across the United States. Their objective was to learn about challenges facing libraries, strengthen their services to that market, and expand their membership. The research was designed to gain insight from both new/prospective and longterm members about: 1. How ARSL is currently viewed (relevance, cost, how compare to ALA, etc.); 2. What learning/development resources are most needed and wanted; 3. Where people currently get those resources; 4. What resources or benefits people would like to receive from ARSL; and 5. How they would like those delivered. The market research included two primary research methods in-person and online focus groups with current members and nonmembers, conducted in October 2012; and an online survey of nonmembers, prospective members, and current members conducted in November and December, Survey Respondents It is estimated that there are 8,400 1 rural public libraries in the United States. The online survey reached 2,017 respondents, a respectable sampling of the total field. Only 21% of respondents were current or former members of ARSL. Respondents represented most U.S. States and some Canadian Provinces. Although respondents represented a wide range in size of communities, over half came from communities under 5,000. The majority of respondents were over age 50, female, with ten or more years of experience in the field. Most respondents work as director or head librarian in a public library, are a member of their state library association, and don t have a library degree. Key Findings The following summary findings are derived from analysis of the survey responses. Further detail behind each of the findings can be found in the Response Summary section of this report. 1. ARSL is relatively unknown. The rural and small library field is largely unfamiliar with ARSL and what it does. Over 80% of survey respondents were not at all familiar or only slightly familiar with ARSL. This pattern also occurred in the focus groups with nonmembers and new ARSL members. 1 IMLS 2008 Study of Public Libraries 3

4 2. Declining budgets and public perception of libraries are serious concerns. The two most commonly mentioned problems or challenges faced in library work by respondents were stretching a declining library budget to continue providing high-level of service, and the perception that libraries are obsolete and unnecessary. These same challenges were echoed in focus group discussions. Survey respondents showed strong interest in addressing their library s financial, political and public relations predicament. Securing funding, managing the budget, advocating for the library, and marketing and outreach show up as continuing education priorities for a majority of respondents. 3. People go online to get help. When people need help with a work-related problem, most of them turn to online resources or consult with other librarians. The most commonly used online resources are their state library system website and the American Library Association (ALA) website. This pattern was also true for focus group participants, who said that most of the information from state library systems and ALA is not specifically geared to small and rural libraries and therefore is not helpful with concrete problems. 4. ARSL has weak online presence. ARSL is not considered a source for online information or resources by members or nonmembers. Over half of members visit the web site four or fewer times a year, or never at all. Similarly, over half of members either don t look at the e- newsletter or report that they never receive it. The listserv is currently ARSL s most popular feature that a majority of members visit at least once a week. 5. Patron services are a priority for development. Patron services are of paramount importance to survey respondents. Continuing education opportunities of greatest appeal to the majority of respondents focus on developing, improving, and providing high quality services and programming to their library patrons, particularly children and young adults. Almost universally (93%), they are interested in information on innovative practices for effective patron services on a tight budget. 6. ARSL members show high satisfaction. ARSL members are generally satisfied with the resources they receive from ARSL, and describe ARSL as the heart and soul of small library work. Specific aspects of ARSL that are highly valued include the conference, getting practical assistance, and networking opportunities. Members also felt that ARSL did well at keeping members informed about trends in library practices, offering clear benefits for membership, offering development opportunities, and making ARSL a vital part of the national library community. 4

5 7. ARSL membership dues are reasonable. For a large majority of ARSL members, membership dues are not at all burdensome. While a small proportion felt they were somewhat expensive no one characterized them as very expensive. In addition, dues for over half of the members are paid by their employers. However, the cost of attending conferences emerged as a barrier to participation in ARSL. 8. Many small libraries are struggling to survive. The aging of the small library workforce, coupled with the financing challenges facing many small libraries and the growing perception that libraries are no longer needed, suggest that small community libraries are facing, over the next decade, a fight for survival. In both the survey and focus groups, respondents talked about the difficulties finding and retaining qualified library staff; dealing with dramatically reduced budgets; and countering the public perception that libraries no longer have a role in community life. 9. The survey served as a marketing tool. An unintended benefit of the survey was marketing and outreach to people in the field who knew little or nothing about ARSL. By taking the survey a potential market of 1,345 self-selected nonmember respondents were exposed to ARSL through content in the introduction, an embedded description, and several of the items that describe what ARSL offers. An increase in membership concurrent with the survey s promotion and administration suggest it may have served as an effective marketing tool. Implications for ARSL s Future 1. ARSL has strong potential for membership growth. There is a very large untapped market of prospective ARSL members in the United States who are hungry for resources to help them in their work. Even a modest marketing and outreach effort could have significant impact with small libraries, and dramatic returns in membership growth. 2. ARSL has a distinctive market niche. ARSL can tap into its potential market by promoting and marketing itself as the only provider of programs and services specifically geared to small and rural libraries. When joining a professional library association, the most important considerations are opportunities to: improve library skills through continuing education; learn about best practices to improve rural library services; network with peers in rural and small libraries; and access online courses and webinars. 3. The field is looking for an advocate. ARSL would be a welcome leader, champion, and advocate for rural and small libraries. ARSL could play a pivotal role in making a case for the 5

6 important role libraries play in small communities, not just as a purveyor of books but as an information hub and center for community and business life. Small libraries need to be rebranded; there is no other national group positioned as well as ARSL to help do that. The long term health and survival of small libraries will hinge on the effectiveness of an organization like ARSL to promote and defend their interests in the political arena and mobilize its stakeholders behind these efforts. Fulfilling this role in public and visible ways would also help to build and retain membership for respondents who said that they would consider advocacy work in deciding whether to join. 4. Build ARSL s member resources to help with funding and advocacy. Small libraries need assistance with funding and advocacy. There is a wide range of member benefits and resources ARSL could make available to members to help them address funding challenges and prepare them to advocate for their libraries, secure allies, and mobilize their stakeholders who care about and support them. Partnerships with other organizations could help ARSL provide a rich array of resources to help members meet these needs. 5. Build depth and breadth in online resources. ARSL could become the go to source for online information relevant to rural and small libraries. Building and maintaining a more robust knowledge base of online resources would be a strong draw for current and potential members. 6. Adjust price for value received. As ARSL enhances member benefits and online resources, it can justifiably consider increasing its dues to cover the added expense this will entail. This is not likely to have significant impact on people s decision about whether or not to join ARSL. 7. Build ARSL s local and regional presence. ARSL s conference is highly valued by members who have attended. However, the cost of the conference time, travel, hotel, and replacement staff is a significant barrier for many. ARSL should find ways to have a presence and sessions dedicated to small and rural libraries at state or regional library conferences and, as do many professional associations, distribute some or all of the sessions on Web podcasts. This is a key opportunity to build strong, ongoing partnerships with state libraries. 8. Strengthen the pipeline of emerging librarians. Is anyone looking at the challenges of recruiting, training, and retaining a new generation of small and rural librarians? Without librarian succession, is the existence of these libraries in peril? What can be done to keep them vital? 98 2/4/13