THE GAP BETWEEN THE PERCEPTION AND REALITY OF LIBRARY VALUE
Over the years in my work with libraries, I’ve seen them take a steady trajectory from library and book-centric, through customer-centric to now gradually becoming more community and outcomes-centric (see diagram below).
However, there is a disconnect outside of libraries in the perception of what they do and their value and relevance, regardless of progress and innovation. This affects every kind of library.
The perception of libraries is stuck in the past, especially in parts of the community and with non-users, outliers and people who aren’t part of ‘The Library Club’ of regular users, and certainly with decision-makers and funders. Having people – particularly those who are crucial to libraries’ survival – unable to see the value of libraries creates a vulnerability, a risk to survival.
We need to change the perceptions of libraries while maximising the value they deliver.
CHANGING PERCEPTIONS AND MAXIMISING VALUE
How to change perceptions and maximise value was the theme I explored in my workshop.
As a starting point, we worked through a social impact canvas, and the groups tackled social problems, including digital equity, accessibility and homelessness.
The purpose was to introduce a practical tool we can work through with our team. The canvas allows us to use a shared language to describe and think through how we will deliver value. We can use it to plan and implement new strategies and initiatives or evaluate and improve existing ones.
The canvas describes what is called your ‘Theory of Change’. Who will change and who will benefit –and in what way – because of your activities.
I cover a few of the key concepts here.
OUTPUTS AND OUTCOMES
To demonstrate value, we need to capture both outputs and outcomes. What’s the difference?
Outputs are the work libraries do, for example, the number of loans and the number of attendees. They are easily quantifiable and easy to gather, but also important data to share.
Outcomes are how we show the value of what we do. Outcomes are the benefits of what we do or the changes to the people we serve, the people who participate. They can be short-term, such as gaining knowledge or skills, medium-term, such as changes to attitudes and behaviours, and longer-term, such as impacts on wellbeing.
Libraries deliver many outcomes, helping jobseekers to get into the workforce, students to build knowledge and skills, and people to find connection. If our decision-makers need evidence of economic outcomes, they already exist. We need to be strategic about gathering and sharing them.
BUILDING RELATIONSHIPS AND GETTING A SEAT AT THE TABLE
As we saw at the LIANZA 2023 Conference, there is a strong community within the library and information sector.
We also need to build an ecosystem outside of libraries. A team, a community of mutually beneficial relationships. We can help them understand and benefit from our unique offering, and they can help us to increase and promote our value.
We need to get to know them – the outliers, the potential influencers, advocates and partners – and not just at a superficial level. To get a seat at the table, we need to understand what is important to them, what they care about and how we can add and demonstrate relevance and value. The stronger the relationships and understanding of our value, the more indispensable we become.
PROMOTING LIBRARY VALUE
Conference keynote Rangi Mātāmua, “Knowledge that isn’t shared isn’t knowledge”.
It might seem like an uncomfortable prospect to promote library value and benefits to the community, but you are sharing knowledge. You are attracting partners, advocates and funding to do more of what you do well and benefit even more people while ensuring library sustainability.
Consistently gather your arsenal of data and stories to share. Be clear on your audience. Who are they? What do they care about?
From the outputs and outcomes you collect, create a library of content to have a foundation slide deck ready. You can repurpose and tailor your presentation according to your audience.
A video might work best for the council or community, slides for the CEO, and the annual report for potential sponsors, partners or funders, and grant applications. The key is to focus on outputs and outcomes, data and stories that will resonate with what matters to your audience.
BENEFITS TO BEING VALUE DRIVEN
This approach doesn’t require more resources. It creates focus and becomes part of everyday work. It can result in a team with more clarity of purpose, which knows what it is trying to achieve and can see progress towards those goals.
As skills and experience grow, confidence grows. People also see their worth reflected at them as more people understand the value of their contribution. This improves morale, and libraries also become more attractive as a career option.
Closing the library perception gap requires a commitment from leadership. Many people in libraries are chipping away at their own value projects, but grassroots enthusiasm is not enough. To secure libraries’ place in the future – whatever that future may look like – we need to strategically demonstrate value and make it part of how we do things. Every day.
The aim is for you to work through the canvas and create a two-minute video focusing on outcomes. So, not just showcasing what your library offers, but what changed as a result of the library and the difference you make in people’s lives.
Imagine that you are pitching to prospective partners or sponsors or for additional support or funds. The goal is to compile a playlist by March 31, 2024.
A good example of an organisation that promotes its value through outcomes is Charity Water: https://www.charitywater.org/stories/waiting-for-clean-water
Here you can see the tangible difference Charity Water made in Bintou’s life by the description of how things were before and after its help.
You can download the resources from the workshop and find instructions for the video challenge here:
https://www.denisewilson.co.nz/lianza-conference-2023
Denise Wilson is a director and consultant at MortonPrescott Ltd and has worked with libraries for the past 17 years. Denise is a Social Value Associate with Social Value International. Her focus has been on strategy and planning, and customer and employee experience. In recent years she has progressed into social impact, looking at how libraries can work more collaboratively with their stakeholders and communities, improving what matters to them and increasing impact. She has a podcast called Let’s Talk Libraries: https://www.denisewilson.co.nz/lets-talk-libraries-podcast. Contact details: www.denisewilson.co.nz, [email protected]