Southern Ontario Library Service

The Library's Contribution To The Community

Case Study in the Huntsville Public Library

SOLS CONSULTANTS: Peggy Malcolm, Terry Sarazen

DATE COMPLETED: September 24, 1999

1. PURPOSE

In 1996, the Ontario Public Libraries’ Strategic Directions Council published A Call to Action: Specific Initiatives to Advance Public Library Development in Ontario. Building on the 1990 publication, One Place to Look: The Ontario Public Library Strategic Plan, the new document articulated the next action steps. One of the action steps was the development of a means to assist public libraries to document their social and economic contribution to the community. Under the auspices of the Strategic Directions Council and the Southern Ontario Library Service, a Steering Committee, representing the Ontario public library community, developed the manual appropriately titled The Library’s Contribution to Your Community: A Resource Manual for Libraries to Document their Social and Economic Contribution to the Local Community.  The basic premise of the manual is that libraries which are able to document and communicate the value of their contribution to the community are better placed to receive adequate and stable municipal funding.

The Huntsville Public Library used "The Library’s Contribution to Your Community" in order to document the contribution it makes in several areas within the community and communicate that value to municipal stakeholders.

"The Library’s Contribution to Your Community: a resource Manual for Libraries to Document their Social and Economic Contribution to the Local Community" was developed under the auspices of the Strategic Directions Council and the Southern Ontario Library Service by a Steering Committee representing the Ontario public library community. The basic premise of the manual is that libraries which are able to document and communicate the value of their contribution to the community are better placed to receive adequate and stable municipal funding.

The Huntsville Public Library applied to be a case study library in return for additional free project consulting time from Southern Ontario Library Service staff.

3. THE STUDY

.1 Profile of the community and the library

The Town of Huntsville is situated in a resort and cottage district about 45 kilometers away from Algonquin Provincial Park. As the largest community in the District of Muskoka, there is a thriving industrial and retail community in Huntsville.

Library service was first established with the Mechanics Institute Library in 1880. The library has moved at least nine times during the course of its more than one hundred years existence. The library found a more permanent home in 1977 when the Town purchased a former LCBO building on Minerva Street.

As a result of the recommendations of a needs assessment in 1987, collection standards were improved, staffing levels were upgraded, children’s programs were reinstated in 1988 and the library catalogue and circulation system were automated. The library was substantially enlarged and renovated in 1995 to accommodate the growing population of Huntsville.

Current electronic library services include the Canada Employment Centre Online Job Bank, the Human Resources Development Canada Employment Resource Centre, multimedia CD ROM workstations, public access PCs for word-processing and Internet workstations.

Current programs include the Read to Succeed program (Grade 4 orientation visits to the library), the Seniors Biography project and the Muskoka Newspaper Index project. A current initiative to add 13,000 new books to the library collection is called the Help Your Shelf! Campaign 2000.

The Town contributed approximately 75% of the library’s 1998 operating budget. The Ontario Public Library Statistics 1995 indicate that the library offers a fairly good return on that investment in so far as statistical data are indicative of performance. However, the statistics also underline deficiencies in collection size and the level of local support per household that are both below the mean and median of libraries of similar size in the province.

Nevertheless, the library maintains a high profile in the community and is involved in a number of community events. The library has a good working relationship with the Council and the CEO has been appointed to serve on a Community Development Team.

During 1997, the library conducted both a needs assessment study and strategic planning exercises and produced a document entitled "HPL Strategic Agenda 1998-2003". The Board is committed to implementing the recommendations of the Strategic Agenda, focusing particularly on a fundraising campaign to upgrade the collection. In 1998, with the help of SOLS, the library conducted a staff deployment analysis.

The library has undertaken the case study as a natural continuation of this planning process. The Board hopes to use the benefits approach to convince Municipal Council to maintain levels of service and staffing identified in the studies above.

.2 Focus for the investigation

Target audience(s)

In selecting the benefits for the investigation, the Library hoped to identify those benefits which represented important measures for Huntsville residents and visitors. Once the social and economic contributions of the library to the community had been identified, it was hoped that these would be used to convince the Municipal Council to maintain and improve current levels of library service in Huntsville.

Benefits investigated

The manual, The Library’s Contribution to your Community: A Resource Manual, covers twenty-one different benefits of the library to the community. Thirteen are social/personal and eight are economic. The following eleven benefits were selected by a planning sub-committee of the Huntsville Public Library Board during an introductory meeting on the use of the study. The sub-committee agreed that it was worth exploring a number of benefits to determine if they could in fact measure the social and/or economic value to the community. Note that the numbering system used for the benefits reflects the order of the benefits as they appear in the manual, and for this reason is not consecutive.

Social/Personal Impacts (8 benefits selected)

The first 5 social/personal benefits selected by the Huntsville Public Library relate to personal growth and development. Huntsville selected two benefit measures (#8 & #9) which are best described as "community development" measures, as well as one benefit measure (#12) which relates to support to community groups.

Benefit #1 - Information Services for Personal Decisions
Benefit #2 - Lifelong Learning
Benefit #3 - Search for employment
Benefit #4 - Use of leisure time
Benefit #5 - Reading readiness for preschool children
Benefit #8 - Satisfaction with the community as a place to live
Benefit #9 - Community Awareness
Benefit #12 - Support for the individual in the education system

Economic impacts (3 benefits selected)

The first 2 economic benefits selected by the Huntsville Public Library relate to direct economic impact. The final benefit selected relates to an indirect economic impact.

.3 Community Resources

The library staff were very committed to this project. The primary point of contact with the staff was through the CEO, Marguerite Urban. The CAO for the Town of Huntsville, Bob Small met with the consultants and the CEO to give feedback on the study process.

A number of key informant questionnaires were distributed to specific target individuals. These questionnaires involved both library users and non-users, and were conducted to match specific benefit measures.

In addition to the various studies already conducted, this investigation was able to use a survey undertaken by the Municipality in December 1998. In the Municipal survey, Huntsville residents were asked to rank their satisfaction with various services offered in the Municipality, including library service.

Collection maintenance volunteers contributed numerous hours doing manual tabulation of data.

.4 The Scope of the Investigation

As mentioned earlier, the Huntsville Library has recently undertaken a Needs Assessment study, developed a Strategic Agenda and undertaken a Task Deployment Analysis. As part of these studies, the Library has already conducted a User Survey as well as several Focus Groups.

In addition, there are detailed in-house statistics from the automated library system. The library staff supplied information on number of books circulated in specific Dewey Decimal Classification ranges, and more detailed information on materials used in the search for employment. They supplied information on the number of items circulated through outreach programs.

The library staff supplied information from their membership database on the numbers of members, and the number of users who are non-residents and the number of library visits made annually.

The library staff distributed key informant questionnaires to target audiences including:

• 9 frequent library users on the topics of information services, use of leisure time and the satisfaction with the community
• 6 literacy group students, tutors and board members
• 1 HRDC personnel and 3 job searchers
• 3 educators
• 4 individuals involved in home schooling
• 3 involved in Scouts
• 1 former student employee

The consultants conducted key informant interviews with target audiences (via telephone format) including:

• 7 community and retail leaders

.5 Making the Case

Benefit #1 - Information Services for Personal Decisions

Key Findings:

• the library contributes significantly by providing information to assist users with decision-making

 

Information Services for Personal Decisions
Information Collected	Source	Findings
how-to manuals circulated in 1998	Dynix statistics	6,199 (21.2% of non-fiction circ.)
travel guidebooks circulated in 1998	Dynix statistics	2,234 (7.7% of non-fiction circulation)
medical materials circ. in 1998	Dynix statistics	1,500 (5.1% of non-fiction circ.)
small business materials circ. in 1998	Dynix statistics	1,482 (5% of non-fiction circ.)
self-help materials circ. in 1998	Dynix statistics	1,201 (4.1% of non-fiction circ.)
info technology materials circ. in 1998	Dynix statistics	1,133 (3.9% of non-fiction circ.)
questions related to personal decisions	statistical sampling	1300/yr
questions related to personal decisions using Internet	statistical sampling	260/yr
referrals to community services and resources	statistical sampling	400/yr
Job Bank usage	statistical sampling	8,580/yr
in-house consultation related to personal decisions	statistical sampling	1500/yr
user perception of importance	key informant	"The library is extremely important for personal decision making. I read a lot for myself as well as with my children. My research and my reading influence my decisions greatly, sometime directly, other times more subtly" (frequent library user)

Benefit #2 – Lifelong Learning

Key findings:

• the library is a vital resource for learning for leisure and promoting literacy

Benefit #3 – Search for employment

Key findings:

• the library is a key contributor to the search for employment because it provides access to free or low cost materials and services, is open in the evening and on weekends, is convenient, quiet and has a knowledgeable staff

Search for Employment
Information Collected	Source	Findings
circulation of job search materials in 1998	Dynix statistics	200
publications owned by library on job search topics	Dynix statistics	170
Job Bank use in 1998	statistical sampling	8,580/yr
HRDC PC use	statistical sampling	2,340/yr
consultation of job search materials	statistical sampling	200/yr
user perception of importance	in-house survey	20% use Job Bank 22% use Job Search Centre
	key informant	""The library was able to provide me with facilities to enable me to make my resumé, do up a cover letter etc., for a job competition that was going to end that day. The Ontario Works/HRDC area was not open for service that day." (job searcher)
community perception of importance		"Job searching has really changed and clients need to be informed on the proper methods/techniques to be successful to-day. Only the libraries lend out resources. This is an important point to job seekers." (ERC employee)

Benefit #4 - Use of leisure time

Key findings:

• the library serves the entire community and is a primary source of recreational reading material
• nonusers support full and equal access to the library
• users are very satisfied with the library and its services

 

Use of Leisure Time
Information Collected	Source	Findings
total number of library memberships in 1998	Dynix statistics	13,998 (11,539 residents of Huntsville)
rate of active memberships (Huntsville pop. 16,200)	existing statistics	71%
% of Huntsville residents who are members by age group	Dynix statistics	0-14 65% 15-19 99% 20-64 84% 65+ 24%
average number of library users in 1998	typical week count	58.5 per hour 493.5 per day
circulation to special needs users in 1998	Dynix statistics	12,885
resources for special needs users	Dynix statistics	large print 2,543 CNIB 34 Outreach 54 housebound
user satisfaction	in-house survey	74.1% of users come for recreational reading 90.6% of users are satisfied with the library
	key informants	"I have traveled across Canada and lived in three provinces and this is one of the better libraries I have found"
		"As a senior and not as active, my enjoyment of reading is increasing, so the library is very important"
		"As a dyslexic person who has always had a hard time reading and writing, local libraries have always been important to me to better myself"
community satisfaction and support	non-users focus group	nonusers indicated that it was important that full and equal access to the library be preserved

Benefit #5 - Reading readiness for preschool children

Key findings:

• the library is very active in promoting reading readiness and children’s programming
• both users and non-users value the library’s contribution to reading readiness

Reading Readiness for preschool children
Information Collected	Source	Findings
number of reading readiness materials	Dynix statistics	3,330
number of children who are members of the library	Dynix statistics	2,323
proportion of children in the community who are library members	existing statistics	0-4 17.8% 0-14 64%
attendance at storytime sessions in 1998	existing statistics	1,298
number of storytime sessions held in 1998	existing statistics	178
number on storytime waiting list	existing statistics	15
attendance at summer reading programs	existing statistics	384
number of summer reading programs held in 1998	existing statistics	11
number of reading advisory lists	existing statistics	25
users perception of importance	in-house survey	34% designate "preschoolers door to learning" as one of two most important library roles
	parents of preschoolers focus group	noted importance of children’s programming as basis for learning and social interaction
		"We can choose stories and materials to reflect the season...we can choose books on particular topics of interest which we wouldn’t generally have in our home library...storyhours encourage children to make repeat visits to the library - it’s fun!" (nursery school teacher)
non-users perception of importance	key informant	"The library is very important in encouraging children to read - unfortunately I do not use it." (non-user)
	business focus group	stressed importance of library in promoting reading and literature as it relates to preschool programs
	seniors focus group	important for the library to support school children

Benefit #8 - Satisfaction with the community as a place to live

Key findings:

• library users believe that Huntsville is a good place to live. Cited by individuals was that Huntsville is "A friendly, safe and recreational living environment to raise a family". (From: the key informant interviews conducted for the present study)
• 92% of the respondents ranked the library as one of the two top services that benefits the community (From: in-house survey conducted by the Huntsville Public Library)
• the public library received the second highest ranking as "services that the Town of Huntsville does best in delivery". It was ranked just behind snow removal but ahead of fire protection and prevention, tax collecting & billing, and even of parks and recreation (From: survey conducted by the Town of Huntsville in December 1998)
• the public library ranked as the number one choice in the better than expected category" when asked to rate the quality of the specific Town services (From: survey conducted by the Town of Huntsville in December 1998)

• the role of the library in supporting educational institutions is becoming increasing important
• the library has been successful in a special effort to reach out to student users
• the library is a significant resource for homeschoolers and alternative schools

 

Support for the Individual in the Education System
Information Collected	Source	Findings
number of student users in 1998	Dynix statistics	3,657
circulation to students	Dynix statistics	20,261 (14.5% of total circ.)
number of students on class visits to the library in 1998	existing statistics	309
number of programs for school-age children (Gr. 4 & 9) in 1998	existing statistics	65
attendance at school-age programs in 1998	existing statistics	881
number of students instructed in print info search strategies	statistical sampling	400
number of students instructed in Internet search	statistical sampling	400
number of students instructed in CD ROM search	statistical sampling	1,400
information requests from students	statistical sampling	3,000
number of materials held on home and alternative schooling	Dynix statistics	15
materials on home and alternative schooling circulated in 1998	Dynix statistics	56
information requests on home and alternative schooling	statistical sampling	50
user perception of importance	in-house survey	45% designate "education support centre" as one of the two most important roles
	key informants	"It is impossible to overstate the importance of early and ongoing contact with a library" (student)
		"The library helps keep our cost down by being able to borrow books and interlibrary loan books without having to buy the books!" (homeschooler)
community perception of importance	key informant	"I am embarrassed how little we use this resource...As my kids get older, I expect we’ll use it more." (scout leader)

Benefit #13 - Employment

Key findings:

• with 3 full-time library employees and 11 part-time library employees in Huntsville, just over $200,000 was paid in salaries alone
• with respect to job training and skills development, a former student employee indicated a very positive work experience and solid training obtained through working at the library

Benefit #14 - Purchase of Goods and Services

Key findings:

• in 1998, the public library purchased goods and services from 38 different businesses in the community with a total value of $32,029
• 6 library employees were asked to indicate the percentage of their household money (services, transportation, groceries, dry goods and entertainment) that were spent in Huntsville. In the majority of respondents, more than 50% of their household income was spent on goods and services purchased in Huntsville
• the additional analysis in the area of studying the "Multiplier Effect" on these funds was more difficult than expected and was not pursued as originally planned

Benefit #19 - Support for the Retail Sector

Key findings:

• in other research, it has been shown that when libraries are located in the downtown business district, people using the library may also visit neighbouring businesses. In Huntsville, 71.4% of library users indicated that they combined a visit to the library with shopping (From: Huntsville In-house Survey)

 

Support for the Retail Sector
Information collected	Source	Findings
Perceived importance of the library in attracting customers to local retail businesses	Contact, via key informant telephone interviews, with representatives from Chamber of Commerce; Planning Department; Business Improvement Area, as well as 3 local banks and 1 retail store	mixed reaction, ranging from: "library was important 15 years ago when not much downtown but now downtown has grown" to attracts non-residents to local retail businesses; parents visit downtown businesses while kids do projects at the library"
Perceived importance of the library in supporting municipal planning or economic objectives for retail areas (e.g. support for downtown revitalization)	As above.	mixed reaction - notes that the library is not mentioned specifically in municipal planning policies to CEO is involved in Business Improvement Area and work in co-ordination with the library.

 .6 Report to the Library

In this process of this study, a considerable amount of material has been gathered about the Huntsville Public Library and the community it serves.

Two SOLS consultants made a presentation to the Board in May 1999. The various pieces of collected information were gathered into a written summary and three accompanying appendixes.

• Appendix 1 contained a summary of the data collected by the library staff as well as information collected from key informants of the library.

• Appendix 2 contained the print-out of a Microsoft PowerPoint presentation. The content of the presentation was, as expected, the social and economic contribution of the library to the community. A live version of this presentation was made to the assembled Library board members.

• Appendix 3 contained a draft copy of a printed brochure - also on the social and economic contribution of the library to the community

.7 Communicating the Results

The Huntsville Public Library had targeted municipal stakeholders, in particular, Municipal Council to receive the results of the study. It is expected that the library staff and board can use the general statistical information and accompanying comments which were assembled in the report to tie into the Community Development Plan process. This information could also be used as a basis for approaching potential supporters for funding in connection with the capital collection campaign.

The printed brochure prepared by SOLS consultants detailing the contribution of the library to the community with respect to the chosen benefits will be a valuable tool for convincing Council and other municipal stakeholders to maintain desired levels of service and staffing.

The Microsoft PowerPoint presentation, or an adaptation of it, could be used by the staff or board to publicize and promote library services to the Council as well as community groups or other key targets of the communications strategy.

.1 Time Committed to the Project

 .2 SOLS Consultants’ Observations

• originally this project seemed to be "well in hand" as the library had already undertaken a considerable amount of time in various studies and planning work. However, it became clear that as the project progressed that while the information from previous studies and surveys was valuable and extremely useful, the questions asked did not always address the focus needed for this present study
• the study took longer to complete than anticipated. The Dynix system, while powerful, had not originally been configured to collect some of the statistics required for the study. These statistics had to be estimated or collected manually by a sampling procedurethe commitment of the library staff was an important factor in the success of this project as a considerable amount of time and effort was required to collect and assemble the data
• in the initial stages, the Board Planning Committee selected 11 different benefits to investigate. The assumption was that each of these benefits would be interesting to study and might produce some very interesting results in preparing a case for the library’s social and economic contribution to the community. This resulted in more work for the staff - and yet did produce very interesting results on a wide range of benefit measures. The impact of the study was heightened because the findings showed that the library was, in fact, providing value to the community in many of these areas. At the time of the Board presentation, however, it was apparent that the results produced for the 3 chosen Economic Impacts were quite weak, and might be detrimental to the library’s case beyond the Library Board. It was decided at that meeting, that the library would not use the results for those 3 economic benefits and focus exclusively on the 8 social benefits.
• the additional analysis in the area of studying the "Multiplier Effect" on household funds spent in Huntsville was more difficult than expected and was not pursued as originally planned

.3 Library’s observations

• interesting and useful exercise: data was reviewed and looked at differently after doing the study
• data took longer to assemble than anticipated
• staff was able to focus on benefits when putting together funding proposals and doing publicity, for example letters to donors and when writing a column

5. FOR FURTHER INFORMATION

.1 On the study methods, how SOLS could assist your library in conducting a study or "The Library’s Contribution to Your Community", contact the Director of Library Development, Southern Ontario Library Service:

.2 On the Huntsville Public Library or a copy of the full report on the study Marguerite Urban, CEO, Huntsville Public Library, or murban@huntsvillelibrary.net