Fundraising & Boosting Library Awareness
Anne Arundel County Public Library
Innovation Synopsis
Efforts to raise money and increase awareness often occur in silos. The people raising money for the library aren’t usually the people trying to increase overall brand awareness. What if the parties worked together to exceed each of their individual goals? Through Anne Arundel County Public Library’s (AACPL) Library Giving Week campaign, staff from the Marketing & Communications Department and the Library Foundation collaborated to create a powerful, cohesive campaign. This joint effort not only raised significant funds from donors at all levels but also elevated the library's profile as an invaluable community resource.
Challenge/Opportunity
In many organizations, marketing, and fundraising are separate functions, done by entirely different groups of people, each with their own individual goals and timelines. Each group runs its own campaigns with little regard for the other. We had the opportunity to collaborate on a coordinated set of inclusive tactics that could serve to not only raise money but to bolster the library’s reputation.
All too often residents don’t know that they can give to support the library or that public funding can’t do it all to create a top-notch institution. They also don’t see the library as an active agent of change in the world, helping to create a welcoming and evolving community where all people connect, grow, and belong. These two seemingly different challenges can be addressed collectively and inclusively.
Key Elements of Innovation
The Library Foundation expanded Library Giving Day to a week, increasing opportunities for donating.
The marketing team promoted the initiative through merchandise, emails and advertising. First, they designed Literacy and Justice for All merchandise that would be shipped for people to wear during the campaign. Offering apparel ensured that people of all income levels could participate with items starting at $15. All staff received a free shirt to wear during the week.
Second, four emails were sent to existing customers about the campaign, how to give, what their donation funds and how their library supports the community. The Library Foundation also sent their own emails to their donors who may not be active users.
Third, advertising was done to readers of the Capital-Gazette newspaper. Digital ads were used along with hosted Facebook content and a sponsored email was sent to 50,000 area residents about the campaign, library resources and how to sign up for a library card.
Achieved Outcomes
More than 360 people donated as part of Library Giving Day raising over $49,000 for the library. Of that total, over $5,000 was generated from the sale of library merchandise. We were delighted to see that more than half of all purchasers made an additional donation on top of buying a branded tee shirt, mug or bag.
As an organization that is primarily funded by our county, the timing of our campaign tied in nicely with the county’s yearly budget cycle. Budget advocacy is in high gear in April with the County Executive releasing his draft budget on May 1. Our increased visibility and positive reputation resulted in AACPL receiving an additional $2.4 million in funding.
We are thrilled to report that our collaboration brought in 133 new donors, a 15% increase over 2023 and raised 60% more funds with a 10% rise in total donors. Additionally, we successfully re-engaged 30 lapsed donors. Our Foundation Board followed up with thank you calls to every donor.
