Trends in Special/Government Libraries

1
Trends in Special/Government Libraries
Nonprofits/Associations

• Report for ALA Planning Retreat
• Sept 11, 2009 Sept 13, 2009

2
Number of Special Libraries Librarians

• More academic institutions with their own special
  library
• Fewer stand-alone law, medical, religious,
  government libraries
• Overall, numbers of libraries are down
• 10 year projection has the number of special
  librarians going down every year
• 2007 16813, 2017 10355

3
Staffing changes

• Fewer MLS librarians and paraprofessionals
• More other type of professional and
  non-professional

4
Expenditures

• More being spent on salaries, technology
  systems, other operating expenses, electronic
  collections
• Less being spent on outsourcing, other
  collections, print collections

5
Access to library collections

• More use of a web portal to resources, e-reports,
  e-books
• Less use of print current periodicals,
  e-journals, print backfiles
• More use of electronic journals, licensed
  content, electronic document delivery
• Less use of print document delivery, ILL
  borrowing of print materials, ILL lending of
  print materials

6
Reference and research services

• More likely that the catalog will contain
  e-journals, e-books, digital images
• Less likely for staff to do a database search,
  have in-library use of online catalog, access to
  reference tools

7
Education and training

• More and time spent on attending professional
  meetings, taking virtual university courses
• Less and time spent on evening classes,
  sabbaticals

8
Competencies that are much more important now
than 5 years ago
9
The State of Americas Associations (The 2009
Survey Results)

• Finding 1 Associations Bracing for Negative
  Impact of Recession
• Finding 2 Falling Non Dues Revenue is a Top
  Concerns
• Finding 3 Actions to Combat Current Economic
  Conditions are Universal
• Finding 4 Membership Retention is a Top
  Priority
• Finding 5 Effective Tactics to Accomplish
  Goals Direct Mail, Event Marketing and Public
  Relations
• Finding 6 Spending Patterns Expected to Change

10
Finding 1 - Associations Bracing for Negative
Impact of Recession

• Expect Lower New Membership Growth
• Expect Fewer Attendees at Meetings
• Expect Lower Revenue from Non-Dues Activities
• Seeing Cuts in State and Local Budgets
• Massive Layoffs in the Industry
• Lower Reported Sales Revenue

In December08 82 of respondents had an extremely
negative outlook on the economies impact on
organizational goals. In June 80 respondents say
that there has been a negative impact.
11

• Finding 2 Falling Non Dues Revenue is a Top
  Concern

• There has been a Sharp Decline in Spending in
  These Areas i.e. Sponsorships, Advertising and
  meeting Attendance
• Solutions Include
• - Budget Cuts
• - Hiring Freeze
• - Staff Reorganization
• - Layoffs
• Volunteer Participation is a Still Positive Area

2/3rds of June 09 respondents reported a decline
in meeting registration with 26 seeing a 20
decline.
12

• Finding 3 - Actions to Combat Current Economic
  Conditions
• are Universal

• Budget Cuts and Hiring freezes Were Cited Most
  Frequently as the Solution to Current Conditions
• Also Cited Were
• - Salary Freezes
• - Reduced Member Programs
• - Reduced Member Programs
• - Outsource Some Staff Functions

85 of respondents say that they have reduced
budgets as a result of the economic conditions.
Approximately 50 have salary/hiring freezes and
30 layoffs.
13

• Finding 4 - Membership Retention
• is a Top Priority

• Three of Top Four Priorities Involve Retention
• - Increasing Awareness/Brand (36)
• - Developing New Methods to Engage
  Members (50)
• - New Member Recruitment (41)

June09 60 of respondents reported a decline in
membership retention with 27 reporting a decline
of 10. Approximately 29 reported no change.
14

• Finding 5 - Effective Tactics to
  Accomplish Goals
• (Direct Mail, Event Marketing and Public
  Relations)

• Association Priorities Generally Determine Which
  Marketing Strategy is Most Effective
• For Membership Recruitment or Retention the
  Following were thought to be Most Effective
• - Direct Mail, Phone Calls
• - Promotional Pricing i.e. Early
  Bird, Bundling, Conference Payment Plan etc.
• - Event Marketing
• - Illustrate/Create Member Value
• Online Media was Found to be the Least Effective

See next Slide
15
Early Expectations vs. Reality(Actions to
Address Recession)
Item December 2008 June 2009
Budget Cuts 84 86
Salary Freeze 43 55
Hiring Freeze 57 50
Reduced Program/Services 45 38
Change Investment Strategy 50 32
Layoffs/Eliminated Positions 26 30
Staff Reorganization 35 32
Outsourcing 25 13
16

• Finding 6 - Spending Patterns
• Expected to Change

• Although Direct Mail is Considered the Most
  Effective Method to Maintain Brand Awareness,
  Retention and Recruiting, Budgets are Expected to
  be Cut
• However, Online Activities are Expected to
  Increase
• - Social Networking
• - Web Site Modification
• - E-Mail

Most respondents have seen budget cuts. Those
that had a more positive outlook are more likely
to increase or maintain their budget for marketing
17
Future Outlook

• Survive the Recession by Preparing for the
  Recovery
• - Meetings and Conferences
• - Global Market Growth

18
Meetings and Conferences

• The Meetings, Events and Conferences Industry
  Will Need to Focus its Message and Streamline its
  Activities. Key Drivers for Success will be
• - Flexibility in Program
  Offerings
• - Value Creation i.e
  Enhance the Member
  Experience and Promote Connectivity
• - Cost Savings
• - Explore Innovative
  Pricing Options
• - Involve the Exhibitors
  at Every Level

19
Developing and Executing a Global Market Growth
Strategy

• Market Analysis
• - Research Needs to be Collected from
  Customers
• Product Management
• - Input from local Experts in
  Adapting Product or Service
• Membership
• - Involve Local Leaders to Create
  Local Activities
• Communications/Marketing Plan
• - Make the Findings/Information
  Relevant to Local Audiences
• Meetings
• - Select Partners with Solid Local
  Knowledge and Expertise in Multiple Business
  Areas

Meeting the needs of the membership remain a
critical element in the future success of any
association regardless of economic the
environment.
20
Conclusions Significant Changes

• More to electronic materials, less to print
• More non-MLS, fewer MLS paraprofessional.
  Fewer special librarians every year
• Fewer meeting attendees and association members
• Reduced revenue budget cuts and hiring freezes
• Member recruitment and retention becomes critical
  for associations

21
Conclusions Assumptions for Future

• Many strategies to deal with budget shortfalls
  (i.e. no single solution)
• Electronic resources will continue to gain in
  importance

22
Conclusions - Critical Uncertainties

• Funding