How to Build Data-Informed Library Outreach Strategies

With roughly half of most communities already holding library cards, the biggest growth potential sits with the households you haven’t reached yet! Libraries cannot afford to send promotional material to everyone in the community. They need to know which households do not have library cards, how they differ across demographics, and which marketing message or channel will reach them effectively.

This guide explains the different types of data in outreach and the benefits of actionable insight. It also shows how libraries can use data to expand outreach, supported by articles, program notes, and feedback, to increase membership, strengthen community engagement and support long-term sustainability.

What Is Data Outreach?

Modern outreach efforts use data for evidence-based action rather than only insight or trends. Instead of relying on broad statistics or estimates, a library can work with household-level data that shows exactly which homes do not have a library card. When a library can identify the people behind the numbers, it becomes easier to communicate with them in ways that feel personal and relevant.

For many libraries, traditional data analytics rely on high-level census data and reports. Whilst this provides some statistics, they only provide an overall picture of community behavior. High-level research might tell a library that “15% of the community has an interest in photography”, but it will not tell the library who those people are, whether they already have a library card and more importantly how to actually contact these people. They are just statistics!

The Modern Role of Data in Library Outreach

Libraries are shifting from broad analytics to detailed household-level insight that supports targeted communication. High-level information, such as social media, census trends, user surveys, press cuttings, newspapers, or signals from other media outlets, helps with context when researching audiences. However, effective outreach requires a clearer picture of who is engaged, who is not, and what issues or barriers exist.

From Data Analytics to Direct Engagement

Traditional data analytics for library engagement, such as community surveys, questionnaires, and census statistics, only reveal broad trends. While this is useful for college and research libraries that serve large academic populations, these analytics cannot identify which households are missing from public libraries' membership lists.

Household-level data, however, shows exactly which households have active cards and which do not. This distinction is essential when designing library outreach programs or strategies.

Using data in library marketing shifts outreach from broad announcements to targeted invitations. Instead of hoping a message reaches the right users, libraries can send targeted communications to households most likely to participate. It may also include information about available library resources, technology assistance, or engagement activities.

As outreach becomes more personalized, libraries discover that their programs attract motivated participants who feel seen and valued, especially when librarians document participants' thoughts during activities.

Data as a Tool for Targeted Action

A data-informed approach allows libraries to:

• Segment users by demographic, interests, location, or household type

• Share personalized invitations to workshops, newsletters, author talks, and events

• Communicate information that matches a household’s stated needs

• Measure responses to improve future outreach efforts

• Focus staff time on groups who are most likely to participate

• Develop targeted activities that support the library’s mission and maintain alignment with the community

Growing Libraries helps public libraries bridge the gap between analytics and action. The Community Insight platform shows exactly which households are not yet members. Library staff can then design outreach programming, collect feedback, and adjust their messaging to support the organization's mission.

Why Libraries Need Data-Driven Outreach

Libraries that rely only on broad demographics often miss unique outreach opportunities. When only half of a community holds library cards, the other half represents an enormous opportunity for growth. The first step is to identify which households are not yet members. Once identified, these households can be grouped based on shared interests or needs.

Targeted messaging helps libraries reach these groups cost-effectively. When staff share information about library services and events with households most likely to be interested, libraries can improve efficiency and illustrate real progress toward their institutional goals.

Data-driven outreach for libraries also supports public relations efforts. When librarians can demonstrate measurable impact through clear assessment measures and outcomes, it becomes easier to justify funding and advocate for the value of library services.

The Link Between Data, Engagement and Funding

Accurate audience data provides a foundation for stronger advocacy and funding conversations. When the staff know exactly how many households received a postcard, opened an email, checked out content or attended an outreach event, they can demonstrate outcomes more clearly.

Funding organizations value:

• Transparency

• Evidence of participation

• Inclusive outreach activities

• Progress toward community-wide goals

• Stated funding priorities

Data helps staff understand which outreach work generates meaningful change. For example, a library might discover that targeted outreach activities increased attendance for first-year students seeking academic resources or helped adults explore digital learning programs.

The Advantages of a Data-Informed Outreach Strategy

Household-level data helps libraries identify opportunities that may otherwise be unnoticed. These advantages include:

• Higher membership rates by engaging non-cardholding households

• Stronger community engagement by aligning programs with interests

• Smarter resource allocation by focusing on responsive groups

• Clear advocacy by demonstrating measurable gains

Libraries can monitor new card signups, program attendance and other indicators to understand which outreach tactics generate the most turnout and which factors influence that response.

Data, Advocacy and Long-Term Sustainability

Metrics as a Funding Asset

Data helps libraries display their contributions through:

• Card registrations

• Event attendance

• Involvement in library programs

• Responses to outreach activities

• Outreach engagement

These library marketing metrics and KPIs help staff communicate progress and strengthen potential funding conversations by supporting ongoing outreach assessment.

Turning Data into Advocacy

Data helps libraries share clear achievements with community leaders. For example, a library may report that targeted contact resulted in several hundred new card registrations over a few months.

Building Resilience Through Smart Targeting

When libraries utilize data on neighborhoods with low engagement, they build resilience and increase participation in areas that may have historically lacked access to library services. Focusing on low-engagement neighborhoods builds resilience by diversifying the library’s support base.

When more residents recognize the library’s value and feel comfortable using its services, the library becomes less vulnerable to change in funding, demographics, or program demand. Broad inclusion makes the entire library more stable and adaptable over time.

Empowering Local Communications Through Data

Insight-driven strategies help libraries create programs that support a variety of interests. Here are some examples of data-informed library campaigns:

• Create business workshops for local entrepreneurs

• Offer language classes in multilingual communities

• Promote research support and access to books for adults returning to school

• Foster a partnership with Friends groups or local nonprofits

Data helps libraries develop programs that reflect real needs.

Data-Driven Innovation and Decision Making

Staff can discover how community members engage with different programs, which interests are emerging, and which communication channels resonate most with them. By doing ongoing analysis, they can also highlight any limitations in the existing approach. Growing Libraries provides the tools that libraries need to connect with households in their service area.

Inclusivity and Equitable Access Through Data

By incorporating insights from the data, libraries can build equitable strategies that promote inclusion.

Future-Proofing with Data Insight

Data helps libraries plan adaptation for demographic shifts, emerging interests, and new technologies. When staff understand how users participate in programs and explore resources, they are better equipped to evolve and support broader goals.

How to Use Data to Reach More of the Community

Here is a step-by-step process for how libraries can use data for outreach.

1. Identify Non-Cardholder Households:  Compare your patrons with community data to identify non-library users. These households represent opportunities for outreach work.

2. Segment the Patrons: Segment households by age, interest, neighborhood, or household type, depending on the goals of the marketing campaign. This makes it easier to market programs and services that they are likely to enjoy.

3. Develop Targeted Messaging: Share personalized invitations that encourage relevant activities, including seasonal programs like summer reading.

4. Monitor and Optimize: Measure the effectiveness of your outreach, tweak, refine and continuously monitor the response rates. 

Insights can also guide local collaboration. When clusters of non-members live near a neighborhood cafe or market, the library may choose to partner with those local businesses to share light-touch outreach materials. In communities where many adults work irregular hours, flexible online introductions to resources can offer a more convenient way to participate.

Turning Data into Actionable Growth

Outreach services help libraries turn information into action. By identifying non-cardholder households, segmenting the patrons, and communicating with the right users at the right time, libraries can build stronger connections with the communities they serve.

Growing Libraries supports outreach efforts with tools that help public libraries:

• Identify cardholder households and possible challenges

• Segment audiences effectively

• Launch targeted postcard and email campaigns

• Measure progress and demonstrate impact

Help your library connect with more patrons through thoughtful, data-informed outreach. Request a personalized quotation and begin growing your membership today.