Case Study: Tech, Playful Pranks and Old-Fashioned Pen & Paper Power New York Public Library’s Plea for More Funds


The New York Public Library used Google mapping technology to focus campaign tracking and measure local engagement by branch. This, along with “thermometers” moving toward dollar and letters-written goals, let people see their impact and gave the campaign and the public concrete, achievable goals. Graphic courtesy of NY Public Library Organization: New York Public Library Timeframe: March - June 2010 Budget: $25,000 Talk about a scary plot for a book. This spring the New York Public Library faced the harshest budget cut in its history—a $37 million amputation that would force the closure of multiple branches and leave more than 730 employees without jobs. It was time to turn the page on a new kind of PR campaign.

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