Measuring impact and outcomes is getting easier. Public librarians have an assortment of tools available to demonstrate the impact of library services in their communities. National initiatives like the Impact Study and PLA’s Project Outcome provide new standards and tools to measure library services.

Indicators like circulation or program attendance are valuable metrics. However, these are only indicators, a measure of volume rather than value. It’s important to align indicators with the desired goals and outcomes of a service to demonstrate its impact. Demonstrating impact is essential to the ongoing health of America’s public libraries. Measuring outcomes of library services helps to tell the story of why resources and funding are needed to sustain and grow existing services.

One nationally funded tool, the Impact Survey, was developed in 2009 to compile information for a study titled “Opportunity for All.” Researchers from the Technology & Social Change Group (TASCHA) and the U.S. Impact Study Research Group aimed to measure digital inclusion initiatives and their effects on public libraries across the country. In the six years since the study was initially conducted, the Impact Survey has shown some trends in responses from public library technology users. One key trend is that the majority of respondents have access to the Internet, but come to libraries to receive assistance from library staff or volunteers.

The Impact Survey has grown to become a standardized measurement tool for public libraries. It is now on its third iteration and offers many self-service tools that are easy to use. If you are looking use outcome measurement at your library, below are additional resources to investigate:

• Impact Survey: Tool to measure impact of public library technology services.
• PLA’s Project Outcome: Performance measurement tools for areas such as civic/community engagement, early childhood literacy, economic development, and job skills.
• Digital Inclusion Interactive Map : Comparison between American Community Census data and Digital Inclusion Survey results.
• Edge Initiative: Assessment tools to align services with growth and community priorities.

Tools like these help link goals with performance indicators. Through this comparison, public librarians can continually improve the services they offer. They can also take the next step of adjusting them to better fit local community needs.

Resources:

1. Samantha Becker et al., 2011. Opportunity for All: How the American Public Benefits from Internet Access at U.S. Libraries. Washington, D.C.: Institute of Museum and Library Services. Accessed October 25, 2015.
2. Becker, Samantha. 2015. “Outcomes, Impacts and Indicators” Library Journal 140, no. 15: 26. Accessed October 25, 2015.
3. Becker, Samantha. 2015. Impact Survey: Measuring Your Library’s Impact. Accessed October 25, 2015.
4. Teasdale, Rebecca. 2015. Project Outcome Launch – Seven Surveys To Measure Impact. Accessed October 25, 2015.

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In a recently released report by the Aspen Institute entitled “Rising to the Challenge: Re-envisioning Public Libraries,” outcome-based measurement was found to be an area of growth for public libraries. “Measuring outcomes is more important than measuring outputs. An intelligent community, not large circulation numbers, is the primary goal,” (p.11). Developing good community outcomes is one of the action areas cited in the report.

So what’s the difference between an output and an outcome? According to the Institute of Museum and Library Services, outputs are “direct products of program activities, usually measured in terms of work accomplished.” In contrast, outcomes are “benefits or changes for individuals or populations during or after participating in program activities, including new knowledge, increased skills, changed attitudes or values, modified behavior, improved condition or altered status.” An output is a measurement of activity size and scope. An outcome shows the social value added. An output is a quantitative measurement. An outcome is generally a qualitative measurement. We can use outputs to measure outcomes, but not the other way around.

Where to begin? Think about the impact are you trying to achieve. What will participants learn? How will the service make a difference in their lives? Bloom’s taxonomy is a tool for educators to develop objectives. It can also be a good starting point for library planning and evaluation. Use the taxonomy as a first step in developing your desired outcomes. Using active language will help you to create strong objectives.

Below are sample outcome measures you could adopt at your library:

From the California Summer Reading program:

• Children belong to a community of readers and library users
• Underserved community members participate in the summer reading program

Examples from IMLS:

• Adults will read to children more often
• A program increases the reading time caretakers spend with children

An example of outputs you could use to measure outcomes would be surveys results that compare participant knowledge at the beginning and end of a program. Another option would be to conduct focus groups to gather direct input from participants.

PLA is delving into this topic in a big way, with its Performance Measurement Task Force. This task force is developing new standardized measures for public libraries in selected service areas including early childhood literacy, digital access, and learning, civic engagement, reading, and economic and workforce development. Once finalized, these performance measures will be piloted in self-selected libraries.

Other tools you can use to gauge your library service outcomes include the Impact Survey and the Edge Initiative. These tools were designed to measure and improve library technology services using outcome-based measures.

Outcome-based measurement is new to many librarians. It is a powerful tool we need to learn for our libraries to deliver effective services in the 21st century. It is time to move beyond counting and toward continuous improvement.

Resources and further reading:

Aspen Institute. Rising to the Challenge: Re-Envisioning Public Libraries. Washington, D.C., 2014.

Braun, Linda W. “Outcomes-Based futures.” American Libraries Nov/Dec 2014: 58.

Hartman, Maureen L., Hughes-Hassell, Sandra, Kumasi, Kafi, Yoke, Beth. The Future of Library Services for and with Teens: A Call to Action. Young Adult Library Services Association, 2014.

Institute of Museum and Library Services. “Outcome Based Evaluation.” Accessed November 16, 2014.

Institute of Museum and Library Services. Perspectives on Outcome Based Evaluation for Libraries and Museums. Accessed November 16, 2014.

Lyons, Ray, Lance, Keith Curry. “Outputs, outcomes & other data.” Library Journal 138, no. 18 (2014):22-28.

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The first step with self-assessment is to understand how services are currently provided by your organization. This is done by completing a detailed checklist [1]. For each question, the library indicates if the service/program/procedure is operational or is planned to be implemented. The result is a snapshot of your organization.

Last year Edge released a Toolkit with 11 benchmarks which evaluate the library’s technology services. The checklist is divided into three main areas: Community Value, that is services and collections (programs, training, and individual assistance of patrons, software, and access to electronic resources); Engaging the Community, that is relationships outside of the library (feedback from patrons, outreach, and partnerships); andOrganizational Management, that is internal issues (staff training, technical infrastructure).

The Rethinking Resource Sharing Initiative provides the STAR Checklist, which consists of 64 questions about processes and policies, with four final levels of scoring. Libraries which earn at least one STAR receive a certificate. Most of the STAR libraries are academic libraries in Australia and the U.S.A. (actually some of the questions are academic-oriented), but also a few public libraries stand out.

The second step is to identify the weaknesses of the library, the areas where the library can improve, and work on it. Edge offers several training resources: articles, webinars, other tools, and also some case studies. Some interviews with library leaders involved in Edge can be watched in a dedicated YouTube channel.  Library management can use the benchmarks for its technology plans or in determining its strategic goals. Finally, advocacy. The results of the assessment can be showcased to community leaders and demonstrate how your library keeps up with the best practices.

The Rethinking Resource Sharing Initiative advocates for a radical change in resource sharing. Its Manifesto (2007) aims for the reduction of barriers and global access for users. For instance, libraries should offer unlimited renewals if items are not needed locally, loan items regardless of the format, loan new items, and accept credit cards for the payment of fees.

The Edge Initiative is developed by a coalition which includes PLA. 160 libraries participated in a “soft” launch last year and during January 2014 it will be launched nationally. The program will be adopted statewide in seven states, while previewed in other states. Any individual library can participate though. A program will be held at the ALA Midwinter Meeting on Saturday, January 25, at 10:30 a. m. during which library leaders will share the results they obtained and attendees can learn more about how to get involved.

[1] Checklists are the topic of a popular book by a Boston-based surgeon, Atul Gawande (The Checklist Manifesto. How to Get Things Right, Picador, 2011)

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