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Todaro ALA Initiative WORKSPACE "Libraries Transform: The Expert in the Library": Advocacy, Leadership and Management Draft Workspace

This is a work space for draft documents only. Please see your workspace tab for more information.


Please note, this subcommittee is focusing on Advocacy and Leadership only. We decided at the 2016 ALA Annual Conference in Orlando, FL that Management was too large for us to try and tackle.

Advocacy, Leadership and Management Membership

Pat Schuman, Co-Chair

Mario Ascencio, Co-Chair

Rhea Brown Lawson

Karen Downing

John Jackson

Allan Kleiman

Em Claire Knowles

Miguel Magos

Marci Merola

Gina Milsap

Veronda Pitchford

Alexandra Rivera (Alex)

Pat Smith

Patrick Sweeney

Pat Tumulty

Sandy Wee

Advocacy - Competencies


  • Ability for each library staff member to advocate, through talking points, on behalf of the library. Every patron interaction is a potential point of advocacy
  • Ability to create talking points
  • Ability to take complex issues and communicate them in sound bites using cross-cultural communication skills
  • Ability to deliver key messages to stakeholders through public speaking

Community Engagement

  • Ability to do community organizing
  • Ability to develop and nurture stakeholder relationships
  • ability to connect the role of the library to greater issues in higher education (e.g. contingent faculty labor, open access, intellectual property)
  • board development
  • coalition building
  • ability to effectively scan environmental context of library to recognize and seize arising opportunities for advocacy and collaboration and to get ahead of potential threats

Development / Donor Relations

  • Ability to develop fundraising models and programs that align with the library’s advocacy mission
  • Ability to work and communicate with donors to identify needs to affect institutional change
  • Have an understanding of fundraising and donor relations


  • Ability to activate supporters
  • Ability to network and connect to social and political communities, including identifying supporters
  • Ability with tactfully handling opposition
  • Understanding of board of directors structures
  • Understanding of governmental structures
  • Understanding of non-profit structures
  • Understanding of political campaigning

Strategic Planning

  • Ability to develop mission and vision statements
  • Ability to do power mapping. Guide to power mapping
  • Ability to collect, evaluate, and use library statistics
  • Familiarity calculating return on investment (ROI)

Examples of advocacy competencies from various ALA divisions follow

American Association of School Librarians (AASL)

Association of College and Research Libraries (ACRL)

ALSC Competencies for Librarians Serving Children in Public Libraries (See Section V, Outreach and Advocacy) -

V. Outreach and Advocacy

  1. Defines and communicates the role and scope of public library service for children to administrators, other library staff, and members of the larger community.
  2. Utilizes effective public-relations techniques to promote an awareness of and support for meeting children’s library and information needs through all media. 
  3. Lobbies on behalf of children for the highest-quality library service, through library governance and the political process.
  4. Advocates for eliminating barriers to library service for children based on socioeconomic circumstances, culture, privilege, language, gender, ability, and other diversities, and for overcoming systems of discrimination, exclusion, and ethnocentrism.
  5. Ensures that all children have full access to library materials, resources, and services as prescribed by the ALA’s Library Bill of Rights and its Interpretations.
  6. Communicates and collaborates in partnership with other agencies, institutions, and organizations serving children in the community, to achieve common goals and overcome barriers created by socioeconomic circumstances, culture, privilege, language, gender, ability, and other diversities.
  7. Successfully communicates library policies and procedures to patrons of all ages, promoting library use and eliminating communication barriers based on linguistic and other diversities.
  8. Communicates effectively when addressing or presenting to large or small groups of children and/or adults, writes proficiently and adjusts content, style, and delivery format to accommodate diverse functions and audiences, and possesses technology skills and cultural competencies that enhance communication.

LLAMA  - None.

Public Library Association (PLA) -


Society of American Archivists (SAA)

YALSA Advocacy Toolkit -

Leadership - Competencies

ALSC - Mario: I'm not sure if this books deals with leadership competencies, but there's a book called Competencies for Librarians Serving Children in Public Libraries.


LLAMA - LLAMA has a competencies committee charge "To identify, develop, evaluate, and review library leadership and management competencies on a periodic, recurring basis; to submit recommendations concerning competency documents to the Leadership Coordinating Group."


YALSA - From YALSA's Competencies for Librarians Serving Youth: Young Adults Deserve the Best

Area I. Leadership and Professionalism

The librarian will be able to:

  1. Develop and demonstrate leadership skills in identifying the unique needs of young adults and advocating for service excellence, including equitable funding and staffing levels relative to those provided for adults and children.
  2. Develop and demonstrate a commitment to professionalism and ethical behavior.
  3. Plan for personal and professional growth and career development.
  4. Encourage young adults to become lifelong library users by helping them to discover what libraries offer, how to use library resources, and how libraries can assist them in actualizing their overall growth and development.
  5. Develop and supervise formal youth participation, such as teen advisory groups, recruitment of teen volunteers, and opportunities for employment.
  6. Model commitment to building assets in youth in order to develop healthy, successful young adults.
  7. Implement mentoring methods to attract, develop, and train staff working with young adults.


Library Leadership Training Resources

Management - Competencies

Julie's steering committee agreed that this committee will not deal with management competencies as they are too vast to deal with them at this time. Is is important to note that LLAMA has a competencies committee charge "To identify, develop, evaluate, and review library leadership and management competencies on a periodic, recurring basis; to submit recommendations concerning competency documents to the Leadership Coordinating Group."

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