How to Attract New Users to the Library

Public libraries across the United States have always been community anchors where people come to learn, connect, and grow. Yet in today’s world of constant notifications, streaming platforms, and digital convenience, attracting new visitors has become a real challenge. The American Library Association reports that while more than 170 million Americans hold a library card, foot traffic has dropped in many areas as more people rely on digital content and remote services.

This doesn’t mean libraries have lost their relevance. It simply shows that outreach strategies need to evolve. Knowing how to attract more users to public libraries today means blending community engagement with technology, insight, and communication that genuinely feels personal.

Understanding Community Engagement

Every successful outreach plan starts with understanding who you serve. When libraries know their audience, they can create programs and messages that truly connect. Without that knowledge, even the best ideas can fall flat.

There are more than 16,000 public library locations across the United States, each serving a unique community. Some are surrounded by young families, while others focus on seniors, professionals, or students. Many public libraries also serve residents who speak multiple languages or come from diverse cultural and ethnic backgrounds, meaning outreach needs to be both inclusive and accessible. 

Understanding these local dynamics helps libraries choose the right events, channels, and communication styles for each group.

Moving From Data to Action

Many libraries already use census data to learn about their service locations. That information might reveal, for example, that 37% of households include children. While helpful, those numbers don’t identify which families actually use the library or what would encourage them to do so.

Through the Growing Libraries Community Insight™ platform, libraries can combine their Integrated Library System (ILS) data with verified household information. This allows staff to identify non-cardholders and understand exactly who to reach and where they are. Instead of working with assumptions, libraries can act on real insight and focus their efforts on the right people.

With accurate data, outreach becomes more efficient, measurable, and rewarding. Library staff can target campaigns with confidence, knowing their messages are going to the people most likely to respond.

Understanding Different Library Users

Every community includes a mix of people with different interests and routines. Recognising these groups helps libraries design relevant outreach and improve access for everyone.

• Families with children often look for storytime sessions, early literacy programs, and fun weekend activities.

• Teens and students need quiet study spaces, reliable internet access, and guidance on digital library resources.

• Professionals and remote workers rely on meeting rooms, printing services, and fast connectivity.

• Seniors enjoy lifelong learning programs, technology support, and opportunities to socialise.

• People with disabilities benefit from accessible spaces, adaptive technology, and supportive library staff who understand inclusion.

When a library tailors its approach to these different needs, it becomes easier to attract new members and strengthen relationships with current ones.

Personalisation Matters for Every Public Library

Personalisation is what turns curiosity into engagement. Instead of sending general messages to everyone, libraries can highlight the specific library services that different groups care about most. A newsletter that promotes eBooks and audiobooks might attract commuters, while a social post about free tax assistance could bring in local families.

The Institute of Museum and Library Services found that Americans made more than a billion library visits in a single year, yet many households remain disconnected. Personalised communication helps bridge that gap. It reminds residents of the value their library provides and encourages them to return or participate for the first time.

By using Community Insight™, libraries can see which campaigns drive engagement and which need refinement. These data points help outreach teams build stronger connections and measure real community impact.

If your library wants to reach new users through personalised, evidence-based outreach, you can schedule a meeting with Growing Libraries to see how community data can guide your next project.

Library Promotion Ideas That Work

Once you know your audience, the next step is to promote your library in ways that feel natural and approachable. Great promotion is primarily about building trust and consistency rather than increasing your budget.

Use Events to Build Relationships

Community events create opportunities for people to experience what the library has to offer. Reading challenges, author talks, and literary events can all attract attention and strengthen community ties.

Libraries can partner with local businesses, schools, or community centers to co-host events that reach a wider audience. Imagine a library teaming up with a local cafe for a “Books & Brews” evening, where new members get a free drink, or working with a nearby school to host a weekend reading fair. These small collaborations often make the biggest difference.

Workshops are another valuable tool. Partnering with community organizations to offer classes on digital literacy, family history, or career readiness helps residents see the library as a place for learning and connection.

Go Beyond Traditional Marketing

Modern outreach often happens both offline and online. Social media is a great way to show the library’s personality, highlight success stories, and celebrate local achievements. Sharing staff book picks, videos of children’s programs, or behind-the-scenes moments gives your community a reason to interact and share.

Partnering with local media, such as radio stations and local newspapers, can help libraries reach people who may not follow online channels. A short monthly column or interview about upcoming programs can raise awareness and attract new patrons.

Direct mail also remains powerful. New mover postcards automatically welcome families who have just arrived in the area. When combined with follow-up emails or local partnerships, they create a consistent message that invites residents to visit.

Keep Your Branding Consistent

Consistency builds recognition. When a library uses the same tone, logo, and color palette across its marketing materials, residents instantly recognise it. A clear visual identity helps position the library as a reliable community presence.

If your team needs to plan its next campaign or event calendar, Growing Libraries can help you explore outreach ideas tailored to your audience.

Building an Effective Library Outreach Plan

A clear, measurable plan turns creative ideas into long-term results.

1. Set measurable goals. Define what success looks like, whether it is a 15% increase in youth memberships or improved event attendance.

2. Understand your audience. Use segmented data to match the right message with the right people.

3. Build partnerships. Collaborate with schools, community groups, and partner organizations to expand your reach.

4. Plan year-round engagement. Schedule programs, tours, and community activities throughout the year.

5. Measure and refine. Review your campaigns regularly to see which ones attract new library patrons and increase participation.

The Growing Libraries’ CI-Sync™ connector brings all of this data together. By connecting your ILS to your outreach analytics, you can track which projects lead to more memberships, improved engagement, or higher library usage.

Innovative Library Outreach Best Practices

Innovation does not have to mean large budgets. Often, it means small, creative changes that reach people where they already are. Here are some practical and forward-thinking public library outreach ideas.

Here are some ideas to inspire new users:

1. Mobile lending stations bring books and technology into the community, from local parks to senior centers.

2. Virtual tours help potential patrons explore the library and understand its library policies before visiting.

3. Gamified reading programs make participation exciting for kids and families by rewarding achievements with badges or recognition.

4. Inclusive outreach strengthens engagement with underrepresented groups by improving disability access and offering adaptive programming.

5. Collaborative programs with other libraries, museums, and other organizations expand reach and reduce costs.

Libraries that take time to test new ideas, measure results, and adjust see lasting growth in attendance and satisfaction.

If your library is looking to introduce new outreach strategies or enhance its digital services, you can contact Growing Libraries to explore what works best for your community.

Why Innovation Works

Innovation creates connection. When libraries experiment with outreach methods like livestreamed author talks or bilingual storytimes, they open doors to people who might never have walked in before.

It also builds inclusion. Offering adaptive technology, partnering with cultural groups, or hosting literary events in collaboration with partner organizations ensures everyone feels welcome. Each step gives your library a unique opportunity to build relationships and promote community engagement in new ways.

Measuring Success and Increasing Circulation

Knowing what works is the best way to grow. Tracking results helps libraries make smart decisions and demonstrate their value to the community.

What to measure:

• Library card signups: How many new members join after each campaign?

• Event attendance: Whether participants return for future activities.

• Library usage: Increases in borrowing, both print and digital.

• Engagement metrics: Growth in social followers, newsletter subscriptions, and survey participation.

A library that runs a direct mail campaign for new movers might notice a sharp rise in new users and program attendance. That kind of data proves that outreach strategies work.

The IMLS Public Libraries Survey found that libraries offering diverse programs, strong technology, and digital access see higher overall circulation and attendance. These findings show how to increase circulation in public libraries with inclusive and well-measured engagement.

Growing Libraries helps libraries track and visualise this progress. Its dashboards allow librarians and library staff to make confident, informed decisions based on data and show stakeholders the real impact of their outreach efforts.

Turning Ideas into Action

Attracting more users to the library is not a one-time project. It is a continuous process of learning, testing, and building connections that last.

Start by finding out who is not yet engaged and create outreach that speaks directly to them. Partner with schools, local groups, and community organizations that already know your residents. Plan events that reflect your town’s interests, from job workshops to art nights, and make sure your communication—both online and offline—stays consistent and warm.

Every postcard, event, and newsletter contributes to the bigger goal of growing community involvement and library pride.

If your team is ready to take the next step in engagement, you can book a meeting with Growing Libraries. Explore how our data-led platform helps public libraries grow membership and community engagement.