Challenges With Growing Library Users

The digital revolution has changed how people spend their time and access information. With entertainment, education, and research tools available at the tap of a screen, many people now turn to streaming platforms, audiobooks, and other forms of digital content instead of visiting their local branch. Yet most libraries underestimate how many residents still have no idea what they truly offer.

Today’s public libraries provide essential library services that go far beyond lending books. They deliver digital literacy training, access to technology, and free information resources that support lifelong learning, education, and recreation.

The challenge is not that libraries lack value, but that they are often invisible to those who could benefit most. With the help of accurate community data, libraries can identify those disconnected residents and reconnect them through outreach that reflects what matters most to them.

Understanding Why Library Membership Is Declining

The decline in library membership is a result of several factors. It reflects a combination of technological, social, and cultural shifts that have changed how people learn, read, and connect. Many libraries now face unprecedented challenges as they work to meet expectations that did not exist just ten years ago.

Understanding the challenges of library promotion enables staff to develop targeted, relevant, and measurable strategies.

1. Public Libraries and New Behaviors

The way people use public spaces has changed dramatically. Phones and laptops make it possible to access information anywhere. Music, movies and online courses have replaced the time that people once spent in physical spaces designed for reading and connection.

Even though most libraries now offer digital materials, free Wi-Fi, and study areas, many potential patrons are unaware of these services. By presenting the library as both a welcoming space and a digital gateway for learning, public libraries can show they are as modern and flexible as the tools their patrons already use.

2. Outdated Opinions of Public Libraries

Some people still imagine libraries as quiet rooms lined with bookshelves. In reality, most libraries have evolved into collaborative community hubs. They include co-working areas, makerspaces, and hybrid classrooms where people can work, study, or attend events.

When libraries communicate these updates through consistent outreach and storytelling, residents begin to see them as vibrant spaces that support personal and professional growth.

3. Awareness Gaps in Diverse Populations

Limited awareness affects outreach to many different groups. Families may not know about early literacy programs or children’s literature sessions that build a lifelong love for reading. Job seekers might overlook free resume support or digital training sessions.

Seniors may not realize that many libraries offer technology workshops that make the digital world more accessible. By using segmentation to send the right message to each audience, libraries can rebuild trust and create more meaningful engagement.

When libraries combine community insight with modern communication, they can reach new audiences and remind existing patrons why the library remains an essential part of public life.

Start by understanding who your community really is. Growing Libraries helps public libraries uncover audience insights that make every outreach effort more personal and effective.

Common Challenges in Attracting New Library Users

Even with a strong mission and valuable services, libraries face internal and external challenges that make outreach more difficult. Limited resources, tight budgets, and staff workload all affect how consistently libraries can communicate with their audiences.

Operational Pressures in Many Libraries

Public libraries often operate under financial pressure. There is rarely enough funding for advertising, data research, or digital tools that help teams understand their audiences. Library staff balance several roles, from running programs to serving patrons at the front desk. Without adequate training or dedicated marketing support, outreach efforts can lose direction.

When staff morale drops or priorities become reactive, the complexity of community engagement makes innovation harder to sustain. Recognizing these pressures is the first step toward solving them. With the right information and support, libraries can make informed decisions about where to focus their time and how to use more resources more effectively.

Reasons for Low Attendance and Participation

There are many reasons for low library attendance, but a drop in visits does not always mean people have lost interest. In most cases, it reflects how lifestyles have changed.

People’s schedules are fuller, work patterns are more flexible, and families have less time for in-person activities. Libraries that adjust to this reality can maintain stronger relationships with their communities.

1. Shifting Daily Routines

Remote work and unpredictable schedules have changed when and how people engage with their local library. Extending opening hours, recording events, or streaming lectures and author talks online helps reach more people. These options make it easier for busy families and professionals to participate without sacrificing convenience.

2. One-Size-Fits-All Messaging

Different audiences engage for different reasons.

• Students want quiet study spaces and access to academic databases.

• Parents look for early-learning opportunities and after-school events.

• Seniors value digital literacy workshops that help them stay connected.

Tailoring communication to each of these audiences helps everyone feel seen and valued.

3. Building Feedback for Improvement

Engaged patrons are an invaluable source of insight. Surveys, focus groups, and event feedback provide data that highlight community demand and guide future programming decisions.

Listening to both positive feedback and complaints ensures libraries create experiences that genuinely reflect local needs and help reduce information overload for busy patrons.

Growing Libraries’ Growth Programs™ gives public libraries the insight to plan smarter and invest time where it matters most.

Challenges in Increasing Library Membership

Promoting libraries in a consistent, impactful way requires access to accurate community data. Without it, even well-designed campaigns can struggle to reach the right people.

1. Insufficient Data and the Digital Divide

Libraries have limited visibility into which households do not yet have a card. Sending mail to everyone is expensive, and social media often reaches only those already connected.

This imbalance contributes to the digital divide, leaving residents without internet access or digital skills further behind. In addition, issues like book bans and uneven funding highlight the importance of ensuring equal access to information for all.

2. Inconsistent Communication

When messages vary across platforms, audiences can become confused or disengaged. A newsletter about upcoming events might share a different tone or focus than a website update about new audiobooks. Consistency across every communication channel helps build awareness and trust.

3. Building Credibility Through Storytelling and Partnership

Libraries that tell real stories about their community impact create stronger emotional connections. Sharing examples, such as lending laptops to vulnerable populations or offering job-readiness workshops, demonstrates the difference libraries make every day. Collaborating with schools, councils, and other institutions expands visibility and reinforces the library’s place as an essential service for the public.

Growing Libraries supports public libraries with segmentation and storytelling tools that help every campaign build credibility and trust with new patrons. Schedule a demo today.

Overcoming Barriers to Increasing Membership

Libraries that grow successfully are those that continue to evolve. Understanding the changing needs of patrons and offering convenient ways to connect creates a stronger foundation for growth.

Expanding Accessibility Across Channels

Modern libraries reach beyond their physical walls. For example, a library may host an in-person coding class while streaming it online for students who cannot attend. This blended model ensures that learning opportunities remain accessible to more people and helps bridge the gap between traditional and digital engagement.

Segmenting Outreach for Impact

Segmentation allows libraries to personalize their communication.

• New residents can receive a welcome postcard highlighting local programs.

• Commuters could receive updates about e-books and audiobooks that fit their routines.

• Retirees can be invited to genealogy or creative writing workshops.

These tailored messages create stronger relationships and ensure that outreach funding is spent wisely.

Testing and Refining Campaigns

Monitoring results, such as new memberships, event attendance, and digital checkouts, gives libraries a clear picture of what works and which programs deserve more attention. By refining outreach based on real data, many librarians can build their confidence and achieve steady, measurable growth.

From Challenges to Opportunities

Every library faces challenges, from limited funding to rapid technological change. However, these same challenges also help explain why people don’t use libraries as often, creating opportunities to strengthen relationships and build greater resilience.

By embracing information science, analytics, and modern librarianship, public libraries can strengthen daily practice and plan more strategically for long-term success. Growing Libraries supports this process by providing libraries with the insight and tools they need to reach the right patrons, measure results, and deliver additional resources where they are most needed.

Growing Libraries helps public libraries thrive, because when libraries grow, so do the communities they serve. Get a Quotation today to grow your membership and reconnect with your community.