The value of an annual report in library development

Citation

Wilson, J.S. and Goolsby, M. (2002), "The value of an annual report in library development", The Bottom Line, Vol. 15 No. 2. https://doi.org/10.1108/bl.2002.17015bab.003

The value of an annual report in library development

Edited by Gwendolen Rochester Leighty, Development Officer, Smithsonian Institution Libraries, Washington, DC, USA

The value of an annual report in library developmentKeywords: Fund raising, Development, Funding, Annual reports

One aspect of library fund-raising often overlooked by development officers is organizing, writing and publishing a library annual report. This publication is different from an end-of-year financial report or a report to a university governing body. Its primary focus is library development or raising additional external funds to support the library's mission. This report show-cases, acknowledges and thanks library donors, library board members and volunteers. It is also a perfect venue for sharing library projects and goals with constituents and potential supporters.

Why publish an annual report?

This is a very good question and one that should be asked by every library dean/director, as well as by the library development officer. Libraries should publish an annual report to:

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  recognize and thank donors, board members and volunteers;

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  steward past donors;

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  provide a forum to share the library's vision for the future;

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  provide financial information;

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  inform potential donors about giving opportunities;

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  highlight the collections and programs that make the library unique;

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  show-case the innovative work of staff, especially with donor-funded projects; and

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  tell "the story of the library", so that others can assist with the mission.

The above are some key reasons to consider publishing an annual report for the library. In addition, it is a wonderful internal public relations instrument designed to inform the campus of accomplishments and progress within the library. Finally, it is a prime external public relations tool. The development officer, library dean/director or even the president of the university can give a copy to anyone who wants to know budgetary information, the size of the endowment and, in general, the current state and future plans for the library.

Involving others essential for success

Publishing a library annual report is time-consuming and labor-intensive. Since all library development professionals have donor contact as their primary directive, skilled individuals from several departments should be drafted to participate on an annual report team. Time constraints and the overwhelming enormity of the task are primary reasons for others to be involved in the planning and production process. Another reason for involving others is to gain their knowledge, skill and/or creative energy, which is usually heightened by the synergy of team dynamics. Complete cooperation from all library personnel, especially during fact-finding, is essential for the success of the project.

The library development officer and the dean should appoint a diverse team of library personnel to write copy, take pictures, proof-read and edit the many drafts of the report for clarity of message and the overall quality. Creativity is an essential ingredient to the design and layout of the report – remove it and the publication becomes boring. In most universities, the public relations office or the university development office will assist in the layout of the annual report.

Getting started

Once the dean/director has decided to publish an annual report, a team assembled and a team leader appointed (library development officer or their designee), planning is the next step. There are an amazing scope and variety of library annual reports, as can be imagined: glossy multi-page, black-and-white, two-color, some with great detail and some giving bare-bones data. Examine as many library annual reports as possible. Glean from them what information is worth including and add new ideas based on university culture and library goals. If possible, select an annual report as a model. This is far easier than starting from scratch.

Some sections typically included in an annual report are: a dean's letter or greeting, an overview of the past year's events, a section summarizing key donations and gifts-in-kind, significant acquisitions, general statistics, budgetary figures and lists of board members with highlights from their fund-raising events, donors under their various donation categories and endowments. Be sure to include an insert or mailer with all library-giving opportunities listed. Include as many pictures as possible, as they provide visual appeal and give the publication life and energy. Students and donors make the best subjects for this kind of report. Many people look only at the pictures, so provide information-packed captions to increase reader interest. Some libraries have professional photographers take their photographs; others have a staff person documenting library events throughout the year. High-quality digital cameras, available at an affordable price, are a good investment for libraries to use in their public relations and development efforts.

Timing and money

Work on the annual report is generally begun soon after the end of the fiscal year. Sometimes it takes as long as two to three months to tabulate library statistics and finalize end-of-year giving amounts. This important planning time is ideal for determining a publication schedule, distributing the work assignments to the most logical individual(s), and contacting the university publication office to get in the production queue. The cover design, publication format and font specifications as well as the selection of photographs from various donor events are other decisions that can be made now. Line up as many of these details as possible and set a publication date. It may take three to four months or longer to publish the annual report. Several different people will write the text, so it is very important that someone not previously involved read the final copy for consistencies in content, grammar and language usage and formatting.

Budgetary decisions must also be made. The number of annual reports needed impact the cost, as will many other factors. Generally a four-color publication will be more expensive than a black-and-white or two-color, but it will have more appeal to the reader. Cost will also differ in various parts of the country, but generally, the more you print, the lower the cost per report. The university's publication or printing office should be able to assist the annual report team in making decisions about color, paper, length, etc., in order to stay within the budget. A limited number of high-quality publications that represent the library well are preferable to choosing cheaper productions to save money. If necessary or desirable, obtain a financial or in-kind sponsor to assist in financing the annual report, so as not to sacrifice quality.

Developing and using an annual report as part of the library development cycle is a special way to recognize and thank library donors. In addition, it is a tool to promote the libraries' collections, services and vision to faculty, university administration, current supporters and potential donors. The enthusiasm and support generated for the library by an annual report far outweigh the effort involved in producing it.

For further information, these library fund-raising groups have Internet discussion groups:

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  Academic Library Advancement and Development Network (ALADN).

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  Development Officers of Research and Academic Libraries (DORAL).

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  Friends and Fund-raising Section – Library Administration and Management Association of American Library Association (FRFDS – LAMA).

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  Public Library Association (PLA).

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  Special Library Association (SLA).

John S. Wilson, Library Development Coordinator for the Baylor University Libraries, has been active in library fund-raising since 1996 and is a current member of Academic Library Advancement and Development Network (ALADN).Mary Goolsby has worked in library development for the past two years as a Library Development Associate for the Baylor University Libraries