Challenge

In 2022, amid growing concerns around efforts to censor and ban books in schools and public libraries, Brooklyn Public Library (BPL) successfully launched the Books Unbanned initiative, which issued free BPL library cards to anyone aged 13-21 across the U.S. and gave them access to ~500,000 e-books and audiobooks. After launching the initiative, BPL received insights from these young readers that highlighted barriers in library card access policies for patrons, particularly children and teens.

With funding from the Mellon Foundation and driven by a commitment to continuously improve equity and access in library card policies, the feedback received as a result of the Books Unbanned initiative prompted BPL to embark on a new endeavor. Recognizing the varying complexities and factors impacting cardholder policies in public libraries across the U.S., BPL sought to partner with a research firm to comprehensively examine library card policies nationwide.

Solution

To better understand the complex landscape of public library card policies, BPL collaborated with Avenue M Group (Avenue M) to conduct a comprehensive research study. The primary aims of the study were to gather robust data on existing cardholder policies across public libraries nationwide; identify the rationale behind policy decisions; assess the frequency of policy reviews and updates; and pinpoint the areas where guidance, clarity, rationale, and standardization are needed by library professionals. To address these goals, Avenue M implemented the following multi-phased research approach, combining quantitative and qualitative methodologies to ensure a thorough assessment that would garner extensive and insightful data:

  • In-Person Interviews: In June 2023, Avenue M conducted 75 in-person interviews with attendees at the American Libraries Association (ALA) Annual Conference in Chicago, IL. These interviews provided foundational insights that informed subsequent research phases.
  • Survey: From mid-September to early December 2023, Avenue M administered an online survey to public library professionals. The data provided a comprehensive understanding of cardholder policies at public libraries across the U.S.
  • In-Person Focus Groups: In fall 2023, Avenue M conducted two in-person focus groups with public library professionals. The first focus group in September included 12 attendees of the Association for Rural and Small Libraries (ARSL) 2023 Conference in Wichita, KS. The second focus group was conducted in October and consisted of 10 attendees of the Urban Libraries Council (ULC) 2023 Forum in Seattle, WA. These sessions allowed for in-depth discussions and insights from professionals working in diverse library settings.
  • Online Focus Group: In November 2023, Avenue M facilitated an online, asynchronous focus group with 21 public library professionals. The virtual platform provided an opportunity for participants to discuss and share their in-depth insights at their convenience, further enriching the qualitative data collected.

Outcome

With this comprehensive research approach, Avenue M gathered a wealth of insights from 1,895 libraries through the survey and approximately 115 libraries through the qualitative research (i.e., in-person interviews, in-person focus groups, and online focus group), representing perspectives from library professionals across the country.

Upon completion of the research, Avenue M compiled the findings into an extensive report with a detailed analysis of cardholder signup policies at participating libraries, the various factors influencing these policies, and more. The full report, which serves as a valuable resource for public library professionals, and more information on the research study can be found on the BPL website.

Looking ahead, BPL will convene and collaborate with library leaders to convert the research findings into a framework of best practices and guidelines for a range of cardholder signup policies. Through this collaboration, BPL hopes to empower library leaders with the necessary tools and insights to facilitate meaningful conversations that cultivate more accessible, equitable, and socially just cardholder policies that align with the core values of the profession. Once completed, these recommendations will be shared with the library community.

Avenue M’s expertise was crucial to our work to gather and analyze public library data at a national scale. The team was exceedingly capable, professional, and flexible – key qualities in a successful and fruitful partnership.

Amy Mikel, Director of Customer Experience