Applying Strategy to External Funding: A Case Study of the Queens Borough Public Library

by McGinn, Meg

An increasing number of public libraries pursue external funding to supplement operating income received from state and municipal funds. To compete with other social causes and to make fundraising efforts worthwhile, public libraries must be strategic. This study examines the efforts of the Queens Borough Public Library to seek out grants from external funding sources. A content analysis of major New York newspapers examined the publicity surrounding library programs and services to determine if increased media attention attracted new contributions. While the marketing efforts of the library appear to be successful, the library must employ a greater strategy to signal future donors.