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Zdzisław Gębołyś
Library sponsorships - an opportunity or a threat?
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The Institute of Librarianship and Scientific Information, University of Silesia
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This article was translated thanks to the grant received from the Open Society Institute
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The issue of sponsorship in Polish libraries has been perceived in two
ways: as a big opportunity for securing financing, or as a threat to
already existing donations. If one were to apply SWOT [1] analysis to
library environment, one would definitely classify sponsorship as an
opportunity for the development of a library.
The very words, sponsor , sponsorship are associated with
financial help, that is to say, with something one cannot
ignore.
Securing sponsors, however highly recommended, can sometimes be
counterproductive. There are, for example, instances, when local
governing bodies, having acknowledged a library's self-sustenance and
successful operation, significantly reduce or cut off the funding
completely.
In this article, the notion of sponsorship shall be
discussed as a social anomaly of sorts.[2] At the same
time, libraries initiative to pursue sponsors shall be
encouraged.
As much as the idea of sponsorship has been gaining ground in Polish
libraries, its implementation has not been easy, and proved to be a
lengthy process.
The idea itself originated in 1989 the year that marked the social and
economical transformation in Poland.
In the following years, the focus slowly shifted to the question of
who requires sponsorships and how to proceed about acquiring
sponsors for libraries. Unfortunately, librarians themselves
procrastinated with putting sponsorship ideas in practise,
and the delay was caused mainly by the lack of adequate
literature and expertise on the subject.
No reference on the subject could be obtained except for some texts where this problem appears as a sort of additional material[3] or some marginal
remarks in books regarding library management.[4] Literature on
the subject of sponsorship in non-profit organisations did not offer
much information, either.[5]
This article is meant to provide the reader with some basic information
referring to library sponsorship some introduction, classification of
notions, exploration of areas with sponsorship potential, as well as the
presentation of some practical solutions.
Terminology
It is not easy to precisely define the notion of sponsorship.
Sponsorship is frequently confused with other kinds of financial aid.
Media (conventional and electronic) are the main culprit in this
confusion, however, library environment also has contributed in this
matter.
For example: Władysław Michnal, in his account of marketing activities
of The Pomeranian Library [Książnica Pomorska], wrongly described the enlisting of The Pomeranian Library Circle of Friends [Towarzystwo Przyjaciół Książnicy Pomorskiej] for fundraising, as part of a sponsorship
process.[6] This action, a P.R. and fundraising event, had nothing to do
with sponsorship.
Likewise, actions like collecting donations for libraries, creation of
library funds and the like, are variations of fundraising and not
sponsorship activities. While all the above-mentioned activities main
purpose is to provide a library with some kind of aid financial or
other the donating party does not expect payback in any shape or
form. Such unconditional support for institutions of high social
significance can be defined as fundraising.[7]
Once one has established what constitutes sponsorship, one can proceed
with the definition of the library sponsorship in more detail.
The best definition of library sponsorship to date was offered by
Leopold Stecki - a great expert in the field.[8] The author of this
article however, employed in his analyses its shorter and more compact
version.
According to Mr. Stecki's definition, library sponsorship is a business
exchange of sorts between an institution (sponsor) and a library
(client).
This reciprocal relationship is based on the sponsoring institution's
financial (or other) help and, on the candidate (library) provision
of services (goods) in return.[9]
The two parties need to enter into a formal (legal) agreement outlining
conditions of the exchange.
While analysing the idea of library sponsorship, one can easily
pinpoint its main goals. It is important to note that the two parties
goals and expectations are different.
A library's goal as a sponsored party is to assure
funds necessary for further operations.
The sponsoring institution's main goal is to create (predominantly) its
proper image, or to improve the existing one.[10]
Secondary goals are: customer care, economic gains, advertising,
motivating the employees.
Typology of library sponsorships
This classification, besides listing of the types of library
sponsorships, is to establish mechanisms of adapting sponsorship
activities to library environment.
There are three basic types of library sponsorships:
Institutional sponsorship (where funds or other goods are
distributed evenly throughout the library all departments benefit);
project sponsorship (a particular initiative
is supported);
individual sponsorship (a particular employee is awarded funds for
scholarship or for continuing education, etc.).
Whether a library is sponsored directly or indirectly depends mostly on
its legal status. If a library operates as part of a larger institution
(e.g. university), therefore dependent, legally and administratively,
then it is sponsored directly.
Nonetheless, even as a university's department, such a library can
function in an advisory capacity and exercise control, to some extent,
over legal aspects of a sponsorship agreement.
Yet another classification lists the following three types of
sponsorship: financial, service, material.
All the above are welcome by libraries, however, financial sponsorship
is preferred as it provides greater flexibility in decision-making
process, during purchases, etc.
Material form of sponsorship, pre-determined by the sponsor, (books,
magazines, etc.) is welcome as well, however, preliminary consultation
with a sponsor, is highly advisable.
Sponsorship in the form of services is very beneficial and mutually
satisfying i.e. organisation of cultural events or equipment exchange. It is not difficult to enumerate things that might be sponsored in a library. The list of them i very long. Apart for computers it also includes xerox and hi-fi equipment as well as library furniture.
As it has already been said, sponsorship means benefits for the both sides, so
information about the sponsor is usually displayed
in two ways by the sponsored institution nominally and as
logos. Both types are utilised in libraries.
Sponsor's name (nominal form) can be displayed on all library
content (equipment, printed material).
The use of sponsor's logo in library's activities is
also practised.[11]
The range of library sponsorship
A library seems to be an ideal environment for implementing all of the
sponsoring mechanisms.
As a public institution, a library is accessible to everyone, the
sponsor's potential clientele included (with the exclusion of some
libraries with limited access).
Then, all library contents (books, magazines, other), with the exception
of old prints, can be used for placing information about the sponsor;
this material can be moved at any time, which provides extra advantage.
Usually, a library has a substantial space at its disposal (walls,
halls, reading rooms), therefore, provides area for sponsor logos and
information.
One should not ignore the equipment, library services
(Internet, telecommunication services), administrative materials
(library cards, regulation lists, etc.), exhibitions, shows, and, last
but not least, the role of library staff.
The exact scope of sponsorship activity is determined by the library
type (e.g. public, church or monastery library), by library's real
estate (available space), and its location (downtown or community
libraries).
Library staff's attitude, as well as that of its core clientele, is
important, too.
Lining up for the sponsor...
Assuring a sponsorship depends very much on an institution's
role in a society.
Libraries undoubtedly, organisations of a high social and cultural
status and providing a very important service to the community,
are at a great disadvantage when compared with organisations promoting
sports, music, art, or even healthcare. Simply put, libraries lack
potential to create spotlight, therefore they are not as attractive to
general public.
One of the reasons why libraries generate less public interest than
other places is that one frequents libraries for individual
self-instruction, self-education and personal cultural fulfilment. In
this respect, libraries are like concert halls, theatres or galleries.
There is one difference however libraries are not places where
spectacular events, accompanied by media coverage, take place.
Thus, and regrettably so, libraries are not the top position on the
sponsors lists of priorities. Evidently, financially aiding a library
will bring less attention to the sponsor, rather than financing an
impressionist exhibition.[12]
Nevertheless, not all is lost for libraries, as sponsoring institutions
are guided by both altruistic and egoistic motifs in their activities.
However primarily guided by image concerns, sponsors may have certain
social benefits on their agendas as well, and libraries seem to be a
perfect medium for filling these agendas.[13] Creating sponsors image in media can go along with the wish of doing something beneficial for the region or a local society. Why not for a library?
The libraries, too, should be mindful of who the sponsors are and which
area of business they represent.
According to German polls, the biggest participation overall in
sponsorship belongs to: banks and credit unions (75%-85%), power companies and mines (70%), insurance companies (60%), other industries (23%).[14]
Due to the lack of similar data, one can only make assumptions while
making comparisons based on Polish press reports.
A library can solicit a sponsoring action from a bank by encouraging a
banking institution to install an ATM on its premises, or use some other
form of advertisement of bank services. Although the idea of placing an
ATM or a franchise on library premises may seem a bit too commercial,
one should keep in mind that, ultimately, the purpose of this form of
library sponsorship is to benefit this library. Moreover, these
arrangements dissolution can usually be applied at any time.
Finding an industrial sponsor may prove to be more difficult, with an
exception of local industries whose owners or managers may want to
contribute/give back to their communities.
Formal and practical conditions of library sponsorships.
The success or failure of library sponsorship is determined by many
factors. On a library's side, any form of sponsorship has to be
formally defined before its implementation. On a practical
side a library's management has to be fully convinced and positive
that sponsorship agreement will benefit the library. Then, and only
then, one can proceed with selecting a sponsor (sponsors), setting the
terms of agreement, and its signing.
Before a sponsor is selected, a library staff should consider
conditions that would apply before the agreement is formally signed.
Here are the conditions:
- A library should (preferably) seek out sponsors locally, in own area
and within the range of its activities, as such relationships prove to
be successful.
- Prioritising. Providing the library is the most significant cultural
institution in the area, (city, town, village, etc.), the sponsor should
be sought among the biggest businesses in this particular
region.
- Common organisational features i.e. a library, being a service
institution, should seek sponsors in the service area as well. It is
advisable that sponsors be sought out among state institutions operated
as private businesses.
- Similar perception regarding image.
Working relationship between a sponsor and a library can be observed on
many levels. The library itself can be regarded as one of them,
therefore, sponsors should be sought out in all related
institutions. In this case, these would be bookstores,
publishing houses, printing houses, etc.
Certain library commemorative events create a good opportunity for
seeking out sponsors, however, these jubilees do not happen frequently.
Libraries can be an inexhaustible source of sponsorship opportunities
for individual authors promoting their work.
As mentioned before, it seems much easier to find a willing sponsor for
musical and other artistic initiatives, rather than for libraries.
As a measure to generate more interest in libraries, why not combine the
two, and organise an event, entitled: "Liryka i jazz." [Poetry and jazz]. [15]
It seems pretty clear that securing a sponsorship for a library is not
easy under any (even favourable) circumstances, especially considering
the present economical situation of the country (high unemployment rate,
re-structuring).
It is still advisable, however, for the libraries to continue their
pursuit of sponsors, as perseverance may prove to be successful.
According to research results many American libraries obtain close to
60%-70% of their financing this way.[16] Another example a little closer
to home library sponsorship in neighbouring Germany is slowly becoming
the order of the day.
For example: the Wurtzburg library has its magazine subscription covered
by a sponsor. In return, the name of the sponsor appears on library
shelving. In Rattingen, the library received a VHS from a sponsor in
return for placing the sponsor's logo on the equipment.
A community library in Ottersberg had its library cards financed by a
local optometrist.
A power company in Bremen sponsored the purchase of a fully equipped
library bus (10,000 DM) in return for the display of its logo on the
vehicle for the period of five years. Also in Bremen, a local
manufacturer of soft drinks financed the equipment of a library cafe,
reserving the right to install its soft drink dispensing machine on
library grounds (20,000 DM).
Sponsorship on a larger scale can be noted in university libraries of
Ratzenberg and Oldenburg (50,000 DM, 26,000 DM, respectively), where the
names of sponsors appear on the covers of purchased magazines.
Deutsche Telecom and some banks in Munster rent some space in a
University and National Library for about 10,000 DM.[17]
In place of conclusions
The best way for the Polish libraries to come to some badly needed
financing is to actively fundraise.
Sponsorships, however, are beginning to make inroads into libraries in
the country, and it is common knowledge that big scientific and
university libraries in Poland rely on sponsorships for additional
funds. Financial assistance comes from Batory Fund, Mellon Fund,
Library Aid Fund, and others.
Still, the best way to make potential sponsors realise the importance of
libraries in the life of the society is yet to be discovered (number of visitor a year, a structure of library users, frequency of visits).[18] For the
moment, the best shortcut to assure some funding is to make allies in
the world of politics, as it is obvious that the powers that be are just
there, at the top of the administration, and sponsorships alone will not
remedy the shaky state of Polish librarianship. Sponsorship is obviously not a solution of all library's problems, but it may help to solve some of them.[19]
Consequently, the state should create favourable tax policies and
conditions for businesses to encourage them to engage in sponsorship
practises on a regular basis.[20]
First print:
Zarządzanie w organizacjach non-profit : strategie, marketing / red.
nauk. Andrzej Chodyski, Marian Huczek, Irena Socha ; Wyższa Szkoła
Ekonomiczno-Humanistyczna w Bielsku-Białej, Instytut Bibliotekoznawstwa
i Informacji Naukowej Uniwersytetu Śląskiego, Katedra Systemów i Technik
Zarządzania Politechniki Łódzkiej filia w Bielsku-Białej. -
Bielsko-Biała : Wyższa Szkoła Ekonomiczno-Humanistyczna, 2001. - ISBN
83-913509-2-4.
Footnotes
[1] SWOT (strengths/weaknesses/opportunities/threats) a technique af a strategic analysis allowing for better exploration of a given
organisation's general situation, as well as establishing its goals and
the formulation of strategy. See. J. Supernat: Zarządzanie strategiczne. Wrocław 1998, s. 18-19.
[2] Once the presentation on the subject of sponshorship was completed, one
of the members of the local government shared with the author that he
had finally learned how to save money on the local library.
[3] See. G. Szpulak: Biblioteka szkoły średniej - jaka jest dzisiaj? "Poradnik Bibliotekarza" 1997 nr 4, s. 1-3; J. Brojek: Biblioteka publiczna w dzikim kapitaliźmie. "Poradnik Bibliotekarza" 1996 nr 6, s. 16-18; E. Maruszczak: Pojawił się sponsor! Daje nam komputer. "Poradnik Bibliotekarza" 1998 nr 9, s. 32-33. It is worth mentioning that Electronic Information Bulletin for Librarians published some very informative and valuable advisories (notes) on the subject of library sponsorship, originally by Wiktor
Gawarecki.
[4] See. J. Wojciechowski: Marketing w bibliotece. Warszawa 1993; J. Wojciechowski: Organizacja i zarządzanie w bibliotekach. Warszawa 1997.
[5] The National Library MAK data basis under the entry "sponsoring" enumerates five publications only, among which two basic ones: L. Stecki: Sponsoring. Toruń 2000; J. Polakowska-Kujawa, M. Kujawa: Sponsoring - aspekty prawne i gospodarcze. Warszawa 1994. "Sponsoring Biuletyn" is an important source of information regarding sponsoring. It ca be found in the web.
[6] See. W. Michnal: Jak Książnica Pomorska w Szczecinie pozyskuje sponsorów. "Bibliotekarz" 1998 nr 4.
[7] See. Sponsoring für Bibliotheken. Berlin 1997, s. 42-50.
[8] See. L. Stecki: Sponsoring. Toruń 2000.
[9] This is an author's definition. Some definitions of sponsorship
included in the works of L. Stecki, Sponsoring fur Bibliotheken and Sponsorship for libraries , London, 1992 were helpful in defining the notion of sponsorhip.
[10] See. J. Polakowska-Kujawa, M. Kujawa: Sponsoring - aspekty prawne i gospodarcze. Warszawa 1994, s. 9-12.
[11] Some typological models included in L. Stecki's publication were used in the presentation (analysis) of types of sponsorships.
[12] Sponsoring für Bibliotheken. Berlin 1997, s. 32-41.
[13] See. J. Polakowska-Kujawa, M. Kujawa: Sponsoring - aspekty prawne i gospodarcze. Warszawa 1994, s. 49-51.
[14] See. J. Polakowska-Kujawa, M. Kujawa: Sponsoring - aspekty prawne i gospodarcze. Warszawa 1994, s. 57-81.
[15] See. Sponsoring für BibliothekenBerlin 1997, s. 75-97.
[16] See. Sponsoring für BibliothekenBerlin 1997, s. 37.
[17] Quoted examples are derived from previously mentioned publication: "Sponsoring für Bibliotheken".
[18] See. Sponsorship for libraries. Vol. 2. London 1992, s. 9.
[19] This statement directly refers to the title of the article
written by Barbel Klut: Sponsorinng - Allheilmittel für Öffentliche Bibliotheken?!. in "Buchmobil" 1996, s. 13-17.
[20] The book, "Sponsorship economic and legal issues", by J.Polakowska-Kujawa and M. Kujawa discusses various legal aspects of
sponsorship. Also, Mr. Marek Musial provides legal advice on the issue
on the Internet, in the "Sponsoring Bulletin" .
Translated by Dorota Jaglarz
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