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Elevating Houston Libraries: HPLF's Awareness and Funding Campaign

Mayor Bill White initiated the Houston Public Library Foundation in 2006 to support HPL and affiliates. SWOT analysis revealed strengths in education and social responsibility with opportunities for increased donations and awareness. The core opportunity is to launch a separate website to differentiate HPLF from HPL and increase visibility. Action planning includes goals to raise donations and optimize search engine visibility. Key publics are tech-savvy Houston internet users, donors, sponsors, and library members. Strategic tactics include social media integration, relevant content coding, clear mission statements, and donor testimonials. Communication strategy aims to confirm actions, while evaluation tools track donations, site visits, search engine rankings, and bounce rates.

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Elevating Houston Libraries: HPLF's Awareness and Funding Campaign

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  1. Section 1: Research Background, SWOT Analysis, Situation Analysis, Core Opportunity

  2. Background • Who: Mayor Bill White • What: Houston Public Library Foundation (HPLF) • When: 2006 • Why: To financially assist and advocate for the Houston Public Library (HPL) and all of its affiliates.

  3. SWOT Analysis Strengths • Improves quality of life through education • Positive track record • Successful campaigns • Socially responsible Weaknesses • Confusion about the organization • Small number of staff and volunteers • Tight budget • Low awareness of organization

  4. SWOT Analysis Opportunities • Increase HPL funds through donations • Increase awareness • Clarity about HPLF • Engage its board and potential donors Threats • Decreased budget • Economic state • Other non-profits • Difficulty to remain current

  5. Situation Analysis • HPLF is seeking to raise funds • Differentiate between HPLF and HPL • Budget Reduction • Increase donations, volunteers and corporate sponsors

  6. Core Opportunity • Launch separate website from HPL • Increase awareness about both entities • Separates the two organizations Should be: • Easy to find and navigate • Concise

  7. Section 2: Action Planning Goal, Objectives, Key Publics, Messages, Strategies, Tactics, Calendar and Budget

  8. Goal • Through its website, HPLF strives to disseminate information and raise awareness about the foundation and the programs it supports at HPL to receive donations, partners and volunteers.

  9. Objectives Objective 1 • Audience: HPLF donors • Outcome: Receive donations through the website • $ or #: $5,000 • Timeframe: Site goes live to six months afterward

  10. Objectives Objective 2 • Audience: Search engine users • Outcome: Appear on search engines when optimized terms are used • $ or #: First page • Timeframe: Site goes live to six months afterward

  11. Objectives Objective 3 • Audience: Internet users • Outcome: Receive visits to the website • $ or #: 400 • Timeframe: Site goes live to one month later

  12. Objectives Objective 4 • Audience: HPLF website viewers • Outcome: Receive a low bounce rate • $ or #: 30% • Timeframe: Site goes live to one month later

  13. Key Publics • Houston-area internet users who favor technology • All internet users in the Houston area • Potential and Existing: • Donors, Corporate Sponsors, Library Members, Interns, Volunteers and Board Members

  14. Messages • Supports the libraries by raising awareness and generating funding through donations and corporate sponsors • Through donations generated by the foundation, the libraries are able to continue offering their resources and services to the community at no cost. • Allows the libraries to go beyond the basic functions of a library, including classes, activities and community involvement.

  15. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 1: Facebook and Twitter logos

  16. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 2: Option to share after making donation

  17. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 3: Include live feed of tweets and wall posts Twitter Facebook

  18. Strategies & Tactics Strategy 2 • Tactic: Add relevant words to site content and coding

  19. Strategies & Tactics Strategy 2 • Tactic: Add relevant words to site content and coding • Content • 1-2 for each page • First and last paragraphs and sentences • Coding • Meta Title • Meta Name Description • Meta Name Keywords

  20. Strategies & Tactics Strategy 3 • Tactic: Clear mission statement, logo and slogan (“We breathe life into the libraries”)

  21. Strategies & Tactics Strategy 4 • Tactic: Create Stories tab; drop down box with Board, Library Members, Donors, Volunteers

  22. Strategies & Tactics Strategy 4 • Tactic: Donors/volunteers testimonials • Tactic: Library members testimonials • Tactic: Board member testimonials/messages

  23. Strategies & Tactics Strategy 4 • Tactic: Include DONATE button on HPL’s website linking to HPLF’s website

  24. Strategies & Tactics Strategy 5 • Tactic: Regularly update testimonials, create a bimonthly video testimonial and create testimonial submission form

  25. Strategies & Tactics Strategy 6 • Tactic: Remove “Members” tab and add “Partnerships”

  26. Strategies & Tactics Strategy 6 • Tactic: Under “About Us” tab, add an “Internships” and “Volunteers” drop down box

  27. Calendar

  28. Calendar

  29. Budget

  30. Budget

  31. Section 3: Communications Confirmation Communication Confirmation

  32. Section 4: Evaluation Evaluation Criteria & Tools

  33. Evaluation Criteria & Tools • Criteria: Received $5,000 in donations • Tool: Track donation receipts • Criteria: Appeared on the first page of major search engines • Tool: Monitor and test search engine optimization • Criteria: Received 400 site visits • Tool: Evaluate site analytics • Criteria: Received bounce rate of 30 percent or less • Tool: Evaluate site analytics

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