The Main Branch of the Portland Public Library, centrally located at Monument Square, is slated to undergo renovation as a result of the Library's current campaign, Reach for the Stars: The Campaign to Renovate Portland Public Library. The project was mandated by needs identified by Trustees, users and staff that include offering a more rewarding visitor experience and upgrading internal systems.
With a Main Branch, five neighborhood branches, and an outreach services effort, the Portland Library System provides extensive service to the City of Portland and the surrounding Cumberland County. The Library has been in existence since 1867. Like many New England libraries, it is a private nonprofit 501(c)(3) organization funded through public and private contributions. Funding for operations comes primarily (80%) from the City of Portland, with additional support from the State of Maine and Cumberland County. Additional funding is garnered through an active development effort that includes fundraising for the Library’s Endowment, an Annual Campaign and Special Events.
Portland ranks at or near the top for all of the indicators of library quality established by the Maine Office of Library Services. The Library is also designated by the State as an Area Reference and Research Center. It is one of the state’s most active contributors to interlibrary loan, with more than 22,000 transactions in fiscal year 2006.
As the main library for the City of Portland, the library provides a wide array of educational services including early childhood programs, computer training, youth activities, summer reading, film screenings, and civic forums. There is an emphasis on cultural programs and community collaborations, including:
a Brown Bag Lunch speaker series, sponsored by Martin’s Point Health Care, that features regionally and nationally renowned authors
a partnership with the Portland Stage Company to stimulate discussions about mainstage productions;
a partnership with the Portland Symphony Orchestra and the University of Maine School of Music to provide “Musically Speaking” listening programs at the library for young people; and
collaborations with the Maine Humanities Council to offer Poetry Readings and “Let’s Talk about It” book discussions.
The increasing demand for and response to these and other programs was part of the impetus for the Reach for the Stars Campaign. Visitors to the renovated facilities will be able to enjoy programs and find distinct services far more easily and comfortably.
Advocacy Goals
The goal of the Reach for the Stars Campaign is to raise $4.5 M towards the $8.5 M required to complete renovations of the Monument Square facility. $4 M of the funds were raised through a bond passed by City voters in 2004.
Public announcements about the Campaign emphasize the centrality of the library:
The Portland Public Library is the crossroads of our community. The Reach for the Stars Campaign hopes to meet the needs of our constituency as we continue to redefine the role of the library as a vital and exciting cultural institution.
The internal goals for the renovation center around creating a new building culture that will enhance visitors’ experiences by recognizing the social impact of the Library and by creating a “popular library” where heavily used services such as the Sam L. Cohen Children’s Library, the new Teen Center, and the expanded Audio-Visual and popular book collections are grouped together. Areas that focus on quiet research like the Library’s Portland Room and government documents area will retain a separate, quieter atmosphere. Additionally, new meeting rooms and computer learning labs are incorporated into the renovation plans to ensure that the Library can meet the changing needs of the community.
Advocacy Strategy
Private-Sector Fundraising
To achieve its goal, the Library is leveraging and expanding on its capacities for private fundraising. The Library is in the vanguard in this regard. Its Annual Fund goal alone is $100,000 for the current fiscal year, higher than many comparable libraries.
Staff and Trustees of the Portland Public Library understand the role of private funding for an institution with a public mission. According to Stephen J. Podgajny,
The library’s ‘margin of excellence,’ that is, existing beyond the most basic level, rests with our ability to inspire and connect with the private citizens who become financial supporters. Our collections, information resources, and programs are all the result of private donations. Their quality is the direct result of the extent of our private support.
The Reach for the Stars Campaign reflects the library’s sophisticated understanding that public support is the bedrock for private support and—just as Andrew Carnegie established at the turn of the last century— the two go hand-in-hand. The Campaign also reflects the Library’s understanding that the Campaign cannot be at cross purposes with ongoing fund development. They have been careful to coordinate work on the Annual Fund, Special Events and the Endowment.
The Library approached the Campaign carefully, carrying out a prospect review and feasibility study early on. The Board of Trustees has played a critical role in both public and private fundraising efforts. Trustee leadership has in large measure been the reason for success to date. In addition, past Trustees have rallied to the cause and helped identify and develop new prospects.
Challenges
One of the key challenges for the Trustees was selection of a new Executive Director in early 2006, in the very middle of the Campaign. Their selection, Stephen J. Podgajny, has proven successful. He is providing a new level of energy and direction, which is essential in a director during a Campaign. His enthusiasm for the renovation project and his vision for the Library as Portland’s portal to culture and learning has helped to motivate staff, Board members and donors.
The lack of a Friends group has proven to be a detriment to Portland’s Reach for the Stars Campaign. According to Executive Director Stephen Podgajny, Friends can provide an invaluable kind of assistance and links to the community. Without an official “portfolio,” they can carry out support activities that complement more formal development work and engage committed volunteers in specific projects that benefit the Library in terms of visibility, grassroots support and program funding.
Although the Library’s current facility has served its purpose well since it was built in the late 1970’s, there is a lack of strong public affection for the architecture of the building, which has posed another obstacle for Library staff and volunteers in their fundraising efforts. They have had to learn to communicate effectively about both the inefficiencies and the benefits of the building, as well as convince donors and community advocates to re-invest in the physical space to make it functional and inspiring for 21st century users.
Breakthroughs
Special collections in the Main Branch's Portland Room include books dating to 1540.
Library officials report that heightened visibility is one beneficial outcome of the Campaign process. This is reflected in growing use as well as increased success in other development areas such as the Annual Fund. Donations to the Annual Fund have increased 45% since the Campaign was announced. As one example, the Library has attracted a Challenge Grant for the Annual Fund from a regional law firm, Verrill Dana LLP; once all contributions have reached $80,000, the Fund will match all additional contributions until the Fund reaches a total of $100,000.
In addition, as a result of the increased visibility, the Library has unexpectedly been offered the chance to acquire an adjacent building, the recently closed Portland Public Market. When the Market was built almost a decade ago, its soaring architecture immediately captured the hearts and imaginations of Portland residents. If the Library is able to obtain the Market, it would be “transformative,” providing the “popular library” with a new home in a well-loved, inspirational public space while remaining centrally located in the heart of the City. Although there is no decision as yet, the Library is committed to remaining nimble in its fundraising and renovation processes in case the opportunity can come to fruition. This new opportunity is another indication of the dynamic quality of library fund development that can lead an institution in new and exciting directions.
Looking Ahead
With their goal of $4.5 M for private fundraising in sight, Library administrators are reflecting on ways to parlay the momentum of the Campaign and the renewed interest of past and new donors into increased usage, expanded programming and collaboration efforts, improvements in the neighborhood branches, and greater visibility on both local and national levels.
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