1. Integrating Capital &
Referendum Campaigns
Presented by
Pauline Kehoe, Director, Goshen Public Library &
Libby Post, President/CEO, Communication Services
2007 NYLA Convention, Buffalo, NY
Why do both?
• One can lift up the other
– Momentum from capital campaign provides a
built in supportive constituency of opinion
leaders in community
– Momentum from referendum campaign can
help raise funds
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2. Capital Campaign Basics
• Group of committed leadership volunteers
willing to make asks
• Lead donors willing to put their names to
the effort
• Participation by the library’s board
Referendum Campaign basics
• Committed group of leadership volunteers
willing to head up an electoral initiative
– Identifying voters
– Contacting voters
– Turning out voters
• Participation by the library’s board
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3. Overall Campaign Structure
Library’s Board
Board
Members
Involved in
Both
Referendum Capital
Campaign Campaign
Goshen Timeline
• Focus groups to develop messaging
• Organizing Capital Campaign
• April Budget Vote
• Capital Campaign Asks
• Begin Organizing Referendum Campaign
• Go public with Capital Campaign
• Referendum vote March 5, 2008
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4. Goshen Messaging
• Building for the Future
– A building that is welcoming and accessible
– A building that provides the spark for creativity
and knowledge
– A building that enables everyone who enters
to achieve
First Communication
• Q&A to answer the negatives in the
community
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5. First Communication
April Budget Vote
• Dry run for referendum
– Friend to Friend
– GOTV postcard
– ID calling
– GOTV calling
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6. April Budget Vote
Capital Campaign
• Develop graphic look
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7. CC Package
• Pocket folder
• Case Statement
• Naming Opportunities
• Pledge Form
• Response Envelope
• Video
Case
Statement
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8. Organizing Referendum
• Campaign Executive Committee
• Campaign Manager
• Community Outreach/Constituency
Building Coordinator
• Voter Contact Coordinator
• Fund Raising
• IT
• GOTV
Next Steps
• Continue raising money
– Community Campaign
• Increase community support for
referendum
– Build momentum to peak on day of vote
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