Friends to Know and Ways to Grow with Jenny Marsh of VPLF, Ep #37

January 25, 2022 Ben Johnson

Episode 37

With Benjamin Johnson and Jenny Marsh

Is fundraising for libraries different from other nonprofit and charitable organizations? To answer that question, Ben sits down with the Executive Director of the Vancouver Public Library Foundation, Jenny Marsh. The two discuss all things library fundraising, the interplay of annual and major giving, as well as the best strategies for reaching Gen-X donors.

You will want to hear this episode if you are interested in...

Getting to know Jenny Marsh [4:00]
Diving into the world of library fundraising [7:50]
The value of libraries within a community [15:47]
Understanding the governing structure of VPLF [20:01]
The interplay between annual and major giving [25:41]
The logistics of major giving for libraries [34:15]
Discovery calls and Gen-X fundraising [39:08]

Libraries are the true “third space”

What is a “third space”? Sociologist Roy Oldenburg coined the phrase in the 90s with his book The Great Good Place as a means of identifying a space that was separate from the workplace or home. Its purpose is to serve as a community living room where people, regardless of social or financial status, can connect with others and themselves in lively conversation or quiet relaxation. More recently, places like Starbucks labeled themselves a third space as a part of their mission, but also their marketing. While coffee shops and bars can serve as an adequate third space, they still present financial barriers for different members of the community because they are ultimately for-profit businesses. That’s why libraries are the only true third space in society. Caitlin Moran calls libraries a cathedral of the mind because they are the only sheltered public space where people are just citizens instead of consumers. The only thing you need to bring is yourself to participate and reap the benefits.

Keep the conversation going

If you’ve read this far you may be wondering if people even read books or go to libraries anymore? The answer to both questions is yes, however as Jenny points out in this episode, those are two very different questions. Libraries consistently strive to update their service offerings to stay relevant. Things like digital books and free internet access make them an essential part of our society. But more than the amenities they offer, libraries are essential because they help keep the conversation going. It’s a place where opposing ideas can come together and hash it out. It’s also one of the few places that actively helps people be more discerning about information and research. That’s why the effort to keep these institutions open and free is so important. To learn more about the unique fundraising challenges libraries face, listen to this episode!

Be efficient, honest, and value-centric

It’s no secret that most of the best practices in fundraising are geared toward the Boomer generation. After all, they’ve been fundraising’s target audience for almost as long as the concept has been around. Yet most organizations would do well to develop strategies for Gen-X if they want to set themselves up for success in the future. Ben often calls Gen-X fundraising’s secret weapon because they are prime wage earners who are savvy with both print and digital forms of communication. However, this episode sheds light on the fact that Gen-X communication preferences are different from their predecessors. Rather than being slowly led by the hand to give, Gen-X prefers a more direct approach that boils down to efficiency, honesty, and value-centered language. Effective marketing content for them avoids manipulative tactics and gets right to the heart of the matter. An organization's ability to succinctly say, “This is what we need. This is why we need it. This is how we align with your values...” could be what makes or breaks fundraising budgets for the next 50 years.

Resources & People Mentioned

Email Matt and Ben YOUR fundraising questions at junkmail@frontier.io!
“Comprehensive” guide that misses Gen Xer’s completely.
Quote by Caitlin Moran: “A library in the middle of a community is a cro...”
https://wikimediafoundation.org/support/

Frontier Marketing Co.