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

by McGinn, Meg

Abstract (Summary)
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.
Bibliographical Information:

Advisor:Deborah Barreau

School:University of North Carolina at Chapel Hill

School Location:USA - North Carolina

Source Type:Master's Thesis

Keywords:public libraries finance publicity queens borough library

ISBN:

Date of Publication:04/13/2005

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