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New York Public Library

"Faced with the harshest budget cut in the history of the New York Public Library, we turned to the most efficient and effective way to spread awareness and raise funds — the Internet. Convio was integral to our success, enabling us to integrate email, donation forms, social media and advocacy efforts to drive results which exceeded our goals twice over."

- Susan Halligan, Director of Marketing, New York Public Library

About New York Public Library

The New York Public Library (NYPL) inspires lifelong learning, advances knowledge and strengthens communities by serving more than 18 million patrons who come through its doors annually and millions more around the globe who use its resources at www.nypl.org. The Library provides free and open access to its physical and electronic collections and information, as well as to its services. 91 branch and research libraries provide access to collections and a wide range of other services in neighborhoods throughout the Bronx, Manhattan and Staten Island.

The challenge

  • New York Public Library needed to mobilize their supporters to take action against library closures due to a proposed City budget cut.
  • Wanted to use the Internet to kick-off a letter writing campaign to city officials.
  • Wanted to communicate to existing patrons as well as raise awareness among New Yorkers.

The solution

  • NYPL launched "Don't Close the Book on Libraries” to raise funds and mobilize a letter-writing campaign to City officials.
  • Leveraged Convio solutions to execute an integrated campaign using email, advocacy action alerts, video, social media and blogging.
  • Used repeated email messages with behavioral targeting and compelling action alerts to initiate a response.

Results

  • $27 million of the proposed $37 million was restored in the budget, keeping all of the libraries open an average of five days a week
  • 130,000 letters sent to the City council — 20 percent of those were submitted online
  • More than $144,000 donated online and nearly 28,000 actions were taken online

Related links


New York Public Library | Convio