A recommended strategy for planting the seed…
My two blog articles here from 2020 about the role that the Public Library System can play in reaching young people and women—two demographics that the ARRL says it wants to reach—have not fallen on deaf ears in Newington, CT. It has moved forward it seems. I’m told that the ARRL Board of Directors has embraced the concepts and directed the staff at HQ to implement it very soon.
My Division Director, David K5UZ, his Vice Director, Ed WB4RHQ, and Mike Walters W8ZY, Field Services Manager at ARRL, organized a video call with me last week to discuss steps to move forward with the Plant the Seed, Sow the Future program. I’ve been involved with program design and implementation for several decades via the US Department of Agriculture and state or local government. It’s a good sign that the BoD has issued a directive to the CEO in favor of this program. With all that’s been going on at the Board, I’m delighted that targeted actions like this are moving toward being implemented.
Mike W8ZY and I agreed that a map display would be a good tool to add to the ARRL-affiliated club search page. (They are re-thinking that page, too.) I’ll supply their IT staff with a file of public libraries in the U.S. and some attributes that are useful. Contact info for the Director, number of programs for youth and young adults, and so forth would allow clubs to target libraries that already have active programming in place and are near their location. But there’s more than just setting the table to ensure a meal that is well-enjoyed by all in attendance. Getting guests to the dinner table in the first place is one step! Engaging local clubs is that first step but they have to have access to the tools to make it efficient and effective for a longer term pay-off.
I prepared a memo some time ago to my Division Director, for whom I serve as an Assistant Director for the Delta Division. This memo recommends specific steps and stages for engaging affiliated clubs in this initiative. The Vice Director, Ed WB4RHQ, told us on the Zoom call how successful the Plant the Seed initiative has been in Tennessee already. Library Directors asked local ham club representatives if they would give programs at the library BEFORE hams could even bring it up! That’s a good sign.
It’s because programming for the public is the “new cheese” for library directors. I learned this while at the Board of Regents Office in Atlanta. The Public Library System reports to the college board in Georgia. I was tasked to work with the PLS and learned quite a bit about how local public libraries view their mission and operations. Programs are the key “cheese” that will move public library directors today.
Here are the steps I outlined in my member to my Director for implementing the ARRL program:
This is a recommended game plan to engage public libraries in the United States as a portal for education and outreach regarding amateur radio. Here are my bullet-point steps:
- ARRL Board declare public libraries as new “served agencies” like Red Cross, not for emergency communication but for education and outreach. This makes it an official program with a League commitment. It also means it will not simply go away when some ARRL staffer decides s/he doesn’t want to deal with it anymore. Note to the skeptic: did you realize that for years the annual affiliated clubs forms that many club officers (including me) completed and submitted to HQ simply went into a file cabinet? And that the staffer who was leaving that position intended to put them in the trash dumpster out back when he retired, saying that “nobody cares about clubs anymore”? I didn’t think you did. It appears that the HQ Field Services Staff does care about clubs now. Board action can have that effect.
- Re-introduce the $200 ARRL Library Book Set to the ARRL website. It was removed by Bob Interbitzen NQ1R, ARRL Product Development Manager, a couple of years ago as being irrelevant, right after my blog post was being circulated. It has yet to be returned as a product. Perhaps the CEO David Minster NA2AA can change that. He wants members to write him with ideas such as this so fire away: [email protected].
- ARRL make presentation at American Library Association conference in the Public Libraries Division (https://www.ala.org/pla) to point out how the League can provide a national network of STEM-related activities to local public libraries via ARRL-affiliated clubs. The ARRL should also have an Exhibitor Booth. The League’s national network of local groups and proven outreach can greatly assist libraries in the provision of STEM-related programming and activities to children and adults.
- ARRL negotiate an MOU with ALA-Public Library Division that parallels the one with Red Cross (and others) regarding emergency communications. This brokers an official organizational relationship between the League and its parallel organization for libraries in the United States. It also means that the Leagues means business in this educational outreach enterprise.
- Roll-out the Plant the Seed, Sow the Future program through Divisions (BoD members) and Sections (Section Managers) but with Field Services Staff providing technical assistance. This should be a one-year targeted effort to prevent a languishing promise to the ALA. A spreadsheet identifying area public libraries nearest each affiliated club with name, address, contact information, and so forth will be provided through the existing ARRL Field Services communication channels.
- Specific Objectives: each affiliated club create a standing written relationship with at least ONE public library in their area, negotiated through the Director of that library. This relationship must include: (1) donation of the set of ARRL books to the library that must be placed in their official holdings; (2) delivery of at least a quarterly program on some STEM-related subject at the local library by one or more club members; and (3) a display or kiosk in the library illustrating some aspect of amateur radio. This display should be changed out twice yearly.
- To maintain Special Service Club status, a club must meet these goals within two reporting years.
- Clubs that meet these goals within one reporting year will receive some reward from ARRL, to be determined. This will enhance the incentive for local affiliated clubs to engage with their local public libraries.
Imagine that if only 25 percent of the 2,850 clubs listed in the ARRL Club Search database were to negotiate a continuing relationship with at least one local public library, that would be some 712 libraries offering both books and programs on amateur radio to two key demographic groups: women and young children and adults. The 25 percent figure should actually be a lower bound of what all clubs should attain. But it would be leaps-and-bounds greater potential exposure than what the Teacher Institute can reach in a single year with class sizes in the 25-student range.
In the spirit of radio sport, avid contester David K5UZ asked, “Which Section can get the most libraries served by constituent ARRL Affiliated Clubs donating the League’s 10-book Library Set to libraries near them?” That would be a national contest indeed. One yielding a greater common good than a plaque for a single radio contest.
Now, to be sure, there are alternative versions of these recommended steps that better dove-tail with the League’s operation, the Divisions and Sections themselves. Some will say it’s too fast. But the thrust should be consistent with these ideas.
Not every ham thinks that public libraries would be an effective organization for amateur radio education and outreach. My own Section Manager, Malcolm W5XX, said that “no one” goes to libraries any more. My fellow podcast Presenter on the ICQ Podcast, Dan KB6NU, says he is skeptical. About ten years ago, he asked a staff member at a local public library in Ann Abor, MI where he lives about donating ham radio books. According to Dan, the staff member said something to the effect that if they took book donations from the local ham club, they’d have to take books from organizations that they’d prefer not to have in the library. I guess, think neo-Nazi hate material or something of that nature.
There may be others who disagree with the thrust of this Plant the Seed Initiative. But it may well be that there is a disconnect between the source of information that I’m using and what others are basing their opinion on. I’m using very high quality national data collected by the Gallup survey organization. I’m a professional survey researcher analyzing their raw data. I’ve done this a few times over my career so I think that I’ve got a very good handle on the national picture of reaching targeted audience groups. (Years ago, I designed the evaluations of the Smoky the Bear and the 4-H Programs.)
I love my Section Manager and respect his service greatly but the demographics of the Gallup Organization’s survey show that he himself is in a demographic (80 plus years of age and a man) that truly does not visit public libraries. Mal W5XX also has mobility issues and is retired from the US Corps of Engineers in Vicksburg MS, their hub of management. There are things you do not see if you are not in a position to look.
Now, Dan KB6NU does visit public libraries. In fact, he teaches ham radio licensing classes at one in Ann Arbor. I like and respect Dan as I’ve gotten to know him on the ICQ Podcast team. But there are a couple of things I can point out here about the basis of his stated skepticism.
One is that it’s a single library in Ann Arbor, not a state or the whole country. Moreover, asking a staff member who is not the Director is always more likely to yield a “no” to most questions. A Director is the go-to person in the public library space for any inquiries about donating books or other materials or coming in to give programs. Why? They have the authority to say “yes” without checking with anyone with the possible exception of the Library Board. It’s a relationship that a ham should seek, not just the act of dropping off a set of books.
A second thing is that the Ann Arbor library already has a number of amateur radio books and a magazine in their online catalog so they have already passed judgment on the content and sources of these holdings. Here’s a link for a search there for the term “amateur radio.” They have the current issue of CQ Magazine as well as the British magazine, Radio User (now part of Practical Wireless). They have several of Dan’s popular No Nonsense study guides, popular titles by Ward Silver, and the ARRL Operating Manual. Getting the ARRL Book Bundle would give them the latest and more depth to the content they already have in their holdings. So I do not know why the library staff member replied to Dan’s kind offer that way about ten years ago. But I’m not sure that that one experience is strong evidence that public libraries are not viable outlets for outreach and education about technology like amateur radio.
In fact, the Gallup report shows with national data that the library is the single most commonly visited public space to find young people and women. Should we ignore this critical fact? I certainly don’t. This is just an example of why it is critical to approach this “seed planting” as a relationship not a simple donation, just like we do with any other served agency in the EmComm arena of service. For instance, imagine your ARES team NOT having a relationship with the local EOC or other emergency management agency. Then just “show up” with HT in hand saying I’m a ham operator and heard you could use some help in the tornado, flood, fire, recovery effort. You’d be asked to vacate the premises very quickly because they are busy with their demanding work and they do not know you or your group! That’s what just dropping off a set of books might be like for a public library. At least, this is my take on it.
Work with ARRL Field Services and IT staff is scheduled to continue. I’ll see how this progresses and report further on the project. In the mean time, (re)read my two original blog posts on this concept. More than ever, we need to Plant the Seed of amateur radio. And use something more efficient than a screwdriver antenna (apologies to hams who use these antennas as I did some years ago). Keep up the Teacher Institute but expand into where the desired market audience can demonstrably be found. That just makes sense if we are serious about addressing the Baby Boom population exodus with a rational, data-driven plan to do what the ARRL has promised the IRS that they will do in exchange for not paying taxes on donations: education and outreach.
Excellent work. The libraries here in Indiana are very supportive of any outreach to our youth. A few years ago I taught a Technician course using the ARRL License Manual. Our
local library purchased the manual for each student so that cost would not be a barrier for anyone young or old. The library that my daughter works for encourages clubs and associations to donate materials of all types. It all comes down to the leadership of the library and to the attitude of the club members.
Thank you for the kind words! QSL on the leadership importance by both parties.