Goals and Objectives

The Campaign for America's Libraries is designed to achieve the following broad objectives:

  • Increase awareness and support for libraries by increasing their visibility in a positive context and by communicating why libraries are both unique and valuable;
  • Update the image of libraries, librarians and all library staff for the 21st century, sustaining and strengthening their relevance; 
  • Bring renewed energy to the promotion of libraries and librarians; and
  • Bring library messages to a more diverse audience.

It also has the following internal objectives

  • Develop a campaign that represents and is useful to all types of libraries;
  • Create turnkey tools, resources and materials that could be utilized by all types of libraries;
  • Provide an opportunity to share public relations/marketing/advocacy best practices within the library community;
  • Tie together ALA promotions into one unified brand, reinforcing key messages;
  • Quickly respond to emerging issues such as library funding cuts;
  • Develop more cross-collaboration across the association to ensure that new Campaign projects and initiatives are inclusive and effective;work more closely with ALA Chapters and Affiliates to help them achieve their public awareness objectives;
  • Promote the contribution of all library staff, including both librarians and support staff;
  • Seek increased foundation and sponsor funding to expand Campaign activities;
  • Conduct public opinion research to refine and expand Campaign messages on an ongoing basis; and 
  • Increase coordination with other public relations and marketing efforts, such as READ posters, National Library Week, Library Card Sign-up Month, etc.

Additionally, The Campaign is a key part of ALA’s overall advocacy efforts and helps to create an environment in which advocates at the local, state and national level can help drive improvement in critical areas.  Specifically, the Campaign fulfills the public awareness piece of ALA’s advocacy plan, which also includes legislative, local, state and international advocacy.  

Critical areas include:

  • Increased library usage;
  • Positive professional recruitment impact;
  • Stronger commitment to funding at national, state and local levels; and
  • More receptive public policy involving libraries.