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How can you effectively reach non-traditional library users?

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Non-traditional library users are those who may not visit the library regularly, or at all, for various reasons. They may face barriers such as lack of time, transportation, access, awareness, or interest. However, they can still benefit from the library's resources and services, and the library can benefit from engaging with them. How can you effectively reach non-traditional library users and encourage them to use the library? Here are some strategies and examples that can help you connect with this diverse and potential audience.

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1 Identify and understand your target groups

The first step to reaching non-traditional library users is to identify who they are and what they need. You can use data, surveys, interviews, focus groups, or other methods to collect information about their demographics, preferences, challenges, and goals. You can also segment them into different groups based on their characteristics, such as age, location, occupation, education, or interests. This will help you tailor your outreach and services to meet their specific needs and expectations.

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Antía Suárez Vilas

Open Science, Communication & Marketing Library Manager at IE University | PhD student in Library Science
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Dependiendo de la audiencia a la que queramos llegar hay que utilizar distintas estrategias de Marketing. Por ejemplo, para la gente joven se pueden ir a dar charlas a colegios; acercar la lectura a residencias de ancianos; promover bibliobuses para la Espa?a vaciada y llevar la lectura a todas partes; organización de diversas exposiciones para atraer a mas público…

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Martin Namacheka

Information Specialist | Young African Library Leaders Fellow | CILIP-recognized Digital Library Leader | Strategic Management Professional | Certified Virtual Assistant |
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Effectively reaching non-traditional library users requires a multifaceted approach, encompassing digital inclusion, targeted marketing, enhanced outreach measures, and embracing technology. Libraries can position themselves as dynamic centers of knowledge, catering to the needs and interests of non-traditional users by bridging the digital divide, engaging with social media, organizing outreach programs, modernizing technological infrastructure, and partnering strategically.

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2 Create and promote relevant and appealing programs and services

The next step is to create and promote programs and services that are relevant and appealing to your target groups. You can use your data and research to design programs and services that address their problems, interests, or aspirations. For example, you can offer career development workshops, health and wellness classes, cultural events, or book clubs that cater to their needs. You can also promote your existing programs and services that they may not be aware of, such as online databases, e-books, or interlibrary loans. You can use various channels and methods to market your programs and services, such as social media, flyers, newsletters, word-of-mouth, or partnerships with other organizations.

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Heidi Colom

Librarian at Tampa-Hillsborough Public Library System
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Enthusiasm is the key! And knowledge about what the library can offer these populations. Many people still think that libraries are just about lending books and having in-house reference materials. They need to be informed about all the other services, materials, and resources the library has for them. From computers and lessons on how to use them, to realia you can check out, to wellness programs for many diverse populations, the public library can offer a large variety of resources that can appeal to all kinds of users- even those who would not think to go to the library because they do not read often.

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Antía Suárez Vilas

Open Science, Communication & Marketing Library Manager at IE University | PhD student in Library Science
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A veces me sorprende el propio desconocimiento de los usuario sobre las bases de datos o el PIB. Promocionar esta serie de recursos por distintos canales puede ser efectivo a la hora de dar a conocer estos recursos tanto interna como externamente.

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3 Provide flexible and convenient access and delivery options

Another step is to provide flexible and convenient access and delivery options for your target groups. You can use technology, innovation, or collaboration to overcome the barriers that prevent them from visiting the library or using its resources and services. For example, you can offer mobile or pop-up libraries, book bikes, or book vending machines that bring the library to where they are. You can also offer online or remote services, such as virtual reference, webinars, or curbside pickup that allow them to access the library from anywhere. You can also extend your hours, locations, or policies to accommodate their schedules, preferences, or situations.

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Cassie Veselovsky

Head of Public Services at Capital Area District Library, Author
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Libraries provide access to information, yet what if the patrons cannot reach the library? My library system partnered with the city bus company so that we can provide free monthly bus passes. This service has not only allowed community members access to the library, but also transportation to work, service organizations, appointments and more. This is a true example of libraries providing public service to their communities. In addition, library users can access books, databases and more electronically via their devices, access materials by mail, check out items at one of the many county Book Nooks, visit the Mobile Library at one of its many stops, & even check out passes to area museums, parks and the zoo.

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Antía Suárez Vilas

Open Science, Communication & Marketing Library Manager at IE University | PhD student in Library Science
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Los bibliobuses es algo que se está impulsando en la mayoría de las CCAA de Espa?a. Sigo de cerca el caso del Bibliobús de Lugo, el cual está teniendo mucho éxito y acerca la literatura a personas con movilidad reducida o a la llamada “Espa?a vaciada”.

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4 Build relationships and trust with your target groups

The final step is to build relationships and trust with your target groups. You can use communication, feedback, or involvement to establish rapport, understanding, and loyalty with them. You can communicate with them regularly, informally, and respectfully, using their preferred language, tone, or medium. You can also solicit feedback from them, listen to their suggestions, or address their concerns. You can also involve them in your planning, decision-making, or evaluation processes, or invite them to volunteer, participate, or contribute to your library. By building relationships and trust with your target groups, you can increase their satisfaction, retention, and advocacy for your library.

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Meredith Eliassen

Associate Librarian, Lecturer/Special Collections Librarian at San Francisco State University
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Reaching non-traditional or under-represented groups does not happen over night. Philosophically, libraries best serve communities when they serve non-traditional and underrepresented groups in that community. This means a commitment to developing collections which includes acquiring from small presses, employing staff from underrepresented groups. However, that level of commitment strengthens communities.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ganiyat Bello

Certified Librarian of Nigeria (CLN)|| First Class graduate || Library and Information Science || Cataloguing and Classification || Always ready to learn ||
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Know your users, creating users awareness activities and user education for the target audience Also, a very reliable and accessible provision should be made for their information needs

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Joanne Carpenter

Paraprofessional Librarian | Marketing and Social Media Management | Web and Computer Programming | Data Science
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Creating an atmosphere of growth that considers audiences outside of the typical library patron groups requires creativity and thinking outside of the box. Many times lack of engagement comes from lack of knowledge of the library’s offerings. In this days and age, creating a strong online presence is essential to marketing library programs and services to the non-traditional patron. A strong website and social media presence that are well-managed and up-to-date will go a long way toward providing awareness and reaching additional members of the community.

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How can you effectively reach non-traditional library users?

1

2

3

4

5

1 Identify and understand your target groups

2 Create and promote relevant and appealing programs and services

3 Provide flexible and convenient access and delivery options

4 Build relationships and trust with your target groups

5 Here’s what else to consider

Library Services

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How can you effectively reach non-traditional library users?

1

2

3

4

5

1 Identify and understand your target groups

2 Create and promote relevant and appealing programs and services

3 Provide flexible and convenient access and delivery options

4 Build relationships and trust with your target groups

5 Here’s what else to consider

Library Services

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