While collection developers joke about the tattered children's books, the multiple copies of National Geographic, the stuff from the attic, and the rest--gifts are a serious, important subject.
Gifts may be a potential public relations disaster. A poorly handled gift can offend someone who can influence community opinion against the collection and the information agency. For example, a poorly handled gift, especially one that is refused or discouraged, may result in strong comment. The rejected giver may tell friends: don't give valued items to the ABC collection because:
Angry donors may also lobby against funding for collection development. "Don't give them money to buy new material when they refuse to accept perfectly good gifts."
One of the best ways to approach gifts and giving is to consider it to be a political problem. Gifts can impact funding and public relations in a major way. The worst approach is not to plan for gifts and giving and to handle each gift on an ad hoc basis. It is important, especially for public libraries, to have proper policies and procedures for gifts and giving.
No information agency has adequate funding for collection development. Appropriate gifts can make a substantial difference in collection quality and utility. The agency actively seeks appropriate gifts and explains to the community what "appropriate" means and why only appropriate gifts may be accepted. Alternative destinations are suggested for gifts that are not locally appropriate. Gifts that do no meet agency needs will be sold, given to another agency, or discarded. Except in extraordinary circumstances, gifts with strings cannot be accepted. Finally, it is illegal for the agency to appraise or value gifts. These messages need to be clearly developed and widely shared with the community. The rationale for exclusions needs to receive particular attention.
Gift collections, with the exception of large amounts of money, are the most attractive kind of gift. Examples might include a person with an excellent collection of well-cared for contemporary science fiction novels in cloth who donates that collection to the public library. Another example would be the retiring faculty member with an excellent office collection of monographs on an academic subject who donates that collection to the academic library. Finally, an older community member might leave a collection of primary source material--diaries, photographs--to the local history museum.
Most of the great library and museum collections in the United States are the result of substantial gift collections. For example, the first college library in the U.S., Harvard College (1638) was the result of a gift from John Harvard. Several notable gifts can quickly develop into a comprehensive collection, often one with many unique items. Acquiring the papers of a noted public figure or the art collection of an affluent industrialist may change a mediocre collection into one that is nationally visible.
The thoughtful collection developer will make a continued effort to identify and court owners of notable collections in the local community. Academic librarians may also do the same for alumni or those living at some distance, but with university associations. Larger, research-oriented agencies may have full-time professionals working on gift solicitation.
The single copy, in good condition, of a recent best seller could save the public library the cost of an added copy or replace an item which is worn or missing. Popular reading collections suffer from missing and worn copies. Individual gifts--many will only read a best selling work once--can make quite a difference.
Monetary gifts, especially in a time of inadequate funding, are most desired. Collection developers are especially grateful for monetary gifts without restrictions (or strings). These gifts may be spent on items in any format, on any subject, and for any audience. While the agency collection development budget normally expires at the end of the fiscal year (FY), gift monies may be carried over from year to year. If there is enough money, an endowment may be created with the gift money invested so that interest income may be used for collection development. Such an endowment is at the mercy of change in the investment environment and poorly invested money could be lost.
Unlike gifts of particular items, collection developers ordinarily accept strings on monetary gifts. Thus, money may be given with the condition that only material dealing with business and finance may be purchased. Strings that are narrow--only books on the Seaboard Air Line Railway may be purchased--cause difficulties and may result in money that cannot be spent and cannot be used where needed. Collection developers would normally refuse strings that limit selections to a particular point of view.
Those who give gifts to information agencies, especially to public libraries, often have unrealistic expections. Two of the most visible assumptions are:
Although it may be counter-intuitive, many older items are NOT valuable because they are in poor condition or because they were produced in large numbers. Other older items are not valued because of their subject or intellectual content. Similarly, not all books and periodicals are useful. Many back files of popular periodicals are not likely to be used.
Many book and periodical buyers/readers feel guilty discarding items that they have read and can no longer store. The easy way out is to give material to the library. "Out of sight, out of mind" may summarize this approach. In some cases, this motivation creates problems when the gift is refused and makes the giver's reaction more hostile than normal.
For this and other reasons, gifts are inevitable, especially for the public library. Without proper policies and procedures, there will be many opportunities for error when the community member is at the circulation desk with her boxes of People Magazine.
The cornerstone of the policy is the notion that gifts enhance collection quality and utility and that the agency must select gifts just as it does items that must be paid for. Community members have the right to give items to the agency. All gifts become the property of the agency which may dispose of items as it finds appropriate. This means that gifts will be dispersed throughout the collection. The policy will clearly emphasis that strings are not acceptable (exception for monetary gifts) and that the agency is not allowed to appraise or value gifts. The policy should indicate which subjects and formats are particularly appropriate for gift-giving. A brief criteria statement should also be included: gifts must
Especially for gifts of value, there must be mention of the need to transfer ownership to the agency via a deed or form. Finally, all gifts should be acknowledged in writing. Some libraries have a threshold so that items valued at less than $5.00, for example, do not receive a written acknowledgement.
Disposition of gifts is a topic of interest to most donors. The policy should indicate why some gifts are discarded or transferred to another agency. Criteria for selection and retention should also be mentioned.
Many donors are concerned with claiming the value of gifts for state and federal income taxes. Over the years, the Internal Revenue Service (IRS) has created rules that must be followed. The agency receiving a gift cannot value it (not likely to be wholly objective). Only a qualified, independent appraiser can do that. The agency must maintain permantent, complete, accurate records on "non-trivial" gifts received. The IRS publication Determining the Value of Donated Property is helpful and needs to be available for donors. The policy will need to include a section on this topic.
An effective gift and giving campaign includes a variety of initiatives to publicize gifts and donors. Major gifts receive more attention than minor ones. Recognition may be given via:
The policy will need to include a section on this topic with some emphasis on recogition criteria and the modes of recognition available.
An agency that receives many gifts will need to develop procedures to cover processing in some detail. Typically, topics covered would include:
The qualities needed to be successful in the gifts and giving business are similar to those required for traditional public service work with some technical service skills added. Here are some of the skills and abilities needed:
This is similar to order or acquisitions work. Requesting free material from organizations and publishers might also be included here. Standard "boiler plate" letters (hard copy and digital) and postal cards will need to be developed. A convincing rationale for the request is essential.
For soliciting individual items, collections, or money, these media are often used:
Usually, a distinction is made between unsolicited versus solicited gifts. Unsolicited gifts are likely to require more attention. There needs to be a place where gifts can be collected, arranged, and reviewed. If many gifts are received, this could be a fairly large space.
Those who work at public service points need to know when to accept gifts, when to defer to a supervisor, and when to redirect the gift to another agency
A receipt for the number and kind of items received needs to be issued when the gifts are received. The receipt will NOT include any indication of value or condition for items received.
A more formal acknowledgement usually follows later. A form letter is used except in the case of substantial gifts. Memorials require notification of the family of the individual commemorated and perhaps others in the community.
Accurate, complete records need to be kept for all gifts received. This should include a gift and donor database. Sometimes donors or members of the family may return years later and inquire about the status of a gift.
Selecting from among gift items is somewhat like selecting approval books (except that there are many more rejections). "Wounded" and clearly unsuitable items are quickly removed. Some items may require the attention of a subject specialist. Normal collection development priorities and criteria are followed. Never select a gift item just because it is free. Items selected will be searched on the catalog to insure that they are not an unneeded duplicate. If a duplicate, the copy in the best condition will be kept.
Rejections are sent to disposal shelves. They may be discarded, offered to another agency, sold at a book sale, or sold to a used book dealer. The agency book sale is the most likely dispostion method. Book sales stimulate reading and book collecting in the community. Thus, many librarians prefer this method. However, problems occur when donors encounter their gifts at the sale. Items destroyed must be done in a certain and private manner. Selections are sent to technical services to be added to the collection. Records must be kept of all items added to the collection.
While there are many anecdotes about gift materials, there is little evidence about their cost-effectiveness. It does seem reasonable that solicited gifts are more beneficial than unsolicited ones. Gift collections are more beneficial than individual gifts.
The cost of gifts is mostly time and effort of agency staff. Costs can be reduced by reducing the number of inappropriate gifts handled and by the use of volunteers. Reducing and standardizing processing steps will reduce costs. Having volunteers do much of the gift work will also reduce costs.
A variety of incentives may be used to encourage gifts and giving. Public recognition is a major incentive for many. In some cases, this may be combined with membership in an exclusive organization if donors automatically become members of something like UT's President's Club. Appealing social events may be given for those who are members.
Gifts or tokens may also be given to donors. For example, donors to an academic library may receive a gift of library circulation privileges. Donors to the public library might receive a pin or a handsome certificate. There are many possibilities.
An important incentive for rare and valuable items is that they will be preserved and made available for use in the future. For more ordinary items, the fact that others will be able to use and enjoy a work that the donor no longer needs is a pleasing incentive.
When the gift is a collection rather than an item or two, the agency must determine if this is a subject appropriate for it. This is especially true of specialized collections. Questions to consider may include:
One of the major problems is that many donors and prospective donors have unrealistic expectations about the value of their gifts. Patient, diplomatic education/promotion can make a difference, but it is difficult.
For collection developers, the major problem is how to get the good stuff and not the unsuitable items. Some researchers have found that about half of all gifts received are not appropriate. This leads to another problem which is how to gracefully handle the inevitable rejections. Clearly, it is easier to say "yes" than "no." Accepting the inappropriate gift, processing it, and then disposing of it can be costly. However, accepting a gift today that may not be useful may lead to a desired gift in the future.
Donors want value placed on gifts so they can qualify for tax deductions or credits. Since the receiving agency is not allowed (IRS) to appraise, it may assist the donor in making appraisal arrangements. The IRS is more concerned with gifts valued more than $500.00 and especially concerned with gifts valued more than $5000.00. for gifts valued at more than $5000, an independent appraisal is required for the tax deduction and a form must be attached to the tax return. In some communities, that is difficult and time-consuming. There is also the possibility of tense bargaining.
American Book Prices Current and Bookman's Price Index are often used by librarians to discover reasonable prices for OP books and to assist donors to value their gifts. Condition is especially important in pricing and standards for condition are quite variable. Scarcity, and demand are the other two important variables in determining the likely value of a gift.
As one antiquarian book dealer said, "Most used books fall into the same category as used shoes or topcoats." Many older books and periodicals are of little value.
Although the literature strongly states that no strings should be accepted, there are times when it is difficult to say no. The gift may be a special one or the donor may be a special person. Some academic libraries have accepted curious strings and later regretted that decision.
Few information professionals enjoy asking others for gifts. Competing with others for desirable gifts, and bargaining are other relatively unpopular activities. It takes a special person to be successful in the solicitation business.
Fund-raising is based upon establishing and nourishing relationships. It involves creating desirable opportunities to make a difference in the community by contributing to a noble effort. Fund-raising may be passive or active. Passive fund-raising means that you accept money when it is given, but there is no formal campaign or program to solicit it. Active fund-raising involves a campaign, usually with targeted goals, and considerable publicity. Active fund-raising may be done via a development officer in the information agency, a development officer in the parent organization, via a friends group, or it may be outsourced to fund-raising professionals.
As mentioned above, monetary gifts may be restricted or unrestricted. Monies raised may be spent on materials or placed in an endowment where interest will later be available for spending on materials.
Campaigns may be an annual event or be scheduled for every Nth year. There may be relatively low visibility annual campaigns and then a high visibility campaign once every few years.
The campaign usually begins with a well-known chairperson and enthusiastic endorsements from community leaders. Persuasive mailings are sent to targeted individuals. Telephone follow-ups answer questions and secure more pledges. Some sort of gathering celebrates the successful campaign. More follow-up work is needed to insure that pledges are transformed into monetary gifts. This usually involves considerable effort.
Campaigns involve obvious liabilities. They require considerable time and effort. Most information professionals don't like to ask for money. Start-up money is required for promotional materials. Money must also be available to pay for the professionals and staff involved. Patience and persistence are absolutely essential. This is especially true because so many other community agencies are competing for donor funds. Finally, there is always the possibility that gift monies will replace appropriated funds rather than being a complement to them.
The purpose of the campaign is to:
Two campaign strategies that have been successful over the years are memorials and adoptions. Both involve creating a list of appropriate items, or collections of items, likely to appeal to donors. The list needs to include a good variety of items (subjects, formats, audiences) in several price ranges. With memorials, donors are asked to provide funds to purchase items to commemorate someone in the community, usually deceased. With adoptions, donors are asked to provide funds to purchase items, often periodicals, which reflect their interests and values.
In 1989, Robinson received responses from 144 academic and public libraries (67% response rate). About 1/2 received less than 100 gifts per year. Academic libraries were more likely to receive more gifts. About 1/2 of the public libraries received less than 50 gift volumes per year. Few Tennessee libraries receive a large number of gift items in a typical year.
Few Tennessee public or academic libraries actively solicit gifts. Only 16 percent of the libraries actively solicit gifts. Only 28 percent of the public libraries had a memorial book program.
Only 50 percent of these libraries have a policy statement for gifts. Academic libraries (60 %) and larger libraries are more likely to have a gift policy. Most policies are brief and general. Topics normally included: disposition, acknowledgment, selection criteria, and recognition.
Half of the responding libraries require that gifts be brought to the library. Only 36 percent will pick up gifts at the donor's home.
Nearly 80 percent of these Tennessee libraries mention disposition when prospective donors ask them about gifts or bring gifts to the library. Public libraries are more likely to take an inappropriate gift and academic libraries are much more likely to encourage the donor to go elsewhere. About 62 percent of the Tennessee libraries sold unwanted gifts. Sales by volunteers can be cost-effective. Forty percent gave unwanted gifts to other libraries and 36 percent destroyed unwanted gifts. Interestingly, 25 percent gave unwanted gifts to individuals. This may create a problem if favoritism becomes an issue.
Only one third of the libraries kept a donor book. About one-forth kept a donor data base or card file. Twenty percent kept no file of donors . Some libraries kept donor information only via correspondence files.
A majority of Tennessee academic and public libraries (57%) believed that most gift books are not useful. More than 2/3 of the academic libraries found gift books not useful versus about half of the public libraries. Larger libraries are more likely to find gift books not useful. Since we don't know how much it actually costs to add a gift to the collection and we don't know how often these gift materials are used, comment on gift utility remains speculative.
Selecting an information agency of your choice, discuss the importance of gifts and giving.
What might you do to encourage donors to bring appropriate gifts to your agency?
How comfortable might you be with a fund-raising role? If you were involved in a gift and giving program, which aspect would most appeal to you?
What appeal elements would you use in a fund-raising campaign? Why?
Under what circumstances would you accept restricted gifts?
