MHLS Home LSTA Project (FY 2005-2007)
Getting To Yes

Campaign Planning Guide

Introduction
Part 1
Assessment

Part 2
Organize
Part 3
Media & Message
Part 4
Targeting
Part 5
Get Out the Vote
Timeline
Responding to a Loss

"Nothing is particularly hard, if you divide it into small jobs."
Henry Ford

THE CAMPAIGN TEAM [Download and complete the Campaign Team template]

Learn how to Build a Dream Campaign Team - Library Journal, 2002

Below are the kinds of activities that are typically done within a public library campaign. Identify individuals to perform these various roles. One person can fill multiple roles if necessary.

TYPICAL CAMPAIGN ROLES

Manager/Coordinator

  • Chief strategist
  • Write the campaign plan
  • Ensure everyone stays on message
  • Head honcho - ensure everything gets done
  • Keep "to do lists" throughout the campaign
  • Coordinate the various campaign activities
  • Develop campaign timeline

Usually done by a trustee with some input from director

Fund Raising Coordinator
  • Raise money
  • Arrange events
  • Organize direct mailings
  • Asks people on an individual basis to donate

 


Usually done by a Friend or other volunteer

Direct Mail/Literature Coordinator
  • Integrate the message into various pieces of literature
  • Develop look/branding of pieces (work with professional graphic designer)
  • Write the pieces
  • Arrange for production and mailing or distribution

Usually done by a trustee with some input from director

Field Coordinator

  • Coordinate and organize ways to reach voters (besides direct mail & paid media)
  • Work with campaign manager on targeting (identifying which groups you're going to reach out to and how)
  • Organize door-to-door activities and/or phone banks
  • Work with information coordinator to track voters

Usually done by a trustee with some input from director

Community Coalition Coordinator
  • Manage community relations
  • Build support among various constituencies
    • Find champions for the library
    • Speak to community and civic groups
    • Consider reaching out to groups with large numbers of neutral people (Ex. Rod & Gun clubs, Sports & Recreation Associations, Police Departments etc.
Usually done by a trustee with some input from director

Media Coordinator

  • Work with the press
  • Write press releases, letters to the editor, arrange for editorial board meetings etc.
  • Someone with past experience working with the press would be most suitable for this role



Usually done by a trustee
with some input from director
Information Coordinator
  • Computer Guru
    • Establish a voter database
    • Track voters with field information
    • Track constituency groups
    • Generate walking lists
    • Generate thank you notes following door-to-door meetings or phone calls
Usually done by a trustee with some input from director

Treasurer

  • Develop budget
  • Track money
  • Pay bills
  • Prevent overspending



Usually done by a trustee
with some input from director
About Trustees:
  • All trustees should be involved in the campaign on some level.
  • Trustees can take on various roles based upon talents and experience.
  • Speaking neighbor to neighbor about the library's vote is encouraged. It is a very powerful strategy.


This Campaign Planning Guide is part of the Getting to Yes grant project. Getting to Yes is funded by Federal Library Services and Technology Act funds,
awarded to the New York State Library by the Federal Institute of Museum and Library Services.

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