AgdaPkt 2008-01-14 - Laserfiche WebLink

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City of Redwood City FY 2007/08 Budget Amendments Librarv PERFORMANCE MEASURES -----'-1 I I I I I I I i I I I ! ; ; i i I I I i Library Cardholders Per Capita (%) Sunnyvale Santa Clara I I I I i Redwood City i I I i i I I ! San Mateo Mt. View I I 16000~ Carls bad I I 0.00% 20.00% 40.00% 60,00% 80.00% 100.00% 120,00% 140.00% (See text for reasons percentages can exceed 100%) I r----------------'---"--~-'-------------.----- -------, I ! IJ FY 200~~~~_~Y 2~?3:9~__~_!!}..9_~~~04 0 FY 20_O'4-0~____~~~.~9,?5-0~_j . l_.._____.___.._____._______.____.___..~____.________.~~_~._N. . . ___....'~_.N~__~~.."__._.____.__J Definition The percentage of active (used in one year) library cardholders divided by the population served. The national norm for this measure is 75% of residents have and use a library card. The number can exceed 100% because some customers come from outside the jurisdiction (e,g., they work in Mountain View) and libraries do not report them as separate. A higher percentage may also be attributed to a slow removal of inactive customers from the database. Analysis Redwood City's percentage of library cardholders is still lower than the national average of 75%, although our number of cardholders per capita increased by nearly 10%. This is one of the most problematic of statistics due to non-resident use and inconsistent purging. We now do a rigorous purging of cards which has not been done in the past few years. Our figure is accurate and relevant. Redwood City's figures have stayed relatively flat. although the downtown library has seen an increase and the Fair Oaks branch decrease. We need to constantly provide outreach, marketing, and non-traditional services to the very transient populations of North Fair Oaks and other city neighborhoods with a high immigrant population. This demographic, which is primarily Spanish speaking, traditionally has transportation limitations, does not see the value in using the public library, or is constantly moving from the area. Next Steps The library's goal is to have at least 75% active borrowers. We are continuing to implement strategies to increase marketing efforts and implement programs such as the KinderCard campaign to increase the number of active borrowers. A new library card campaign is planned for 2007/08. In addition, we will increase programming and services at the Fair Oaks branch, which may, in tum, increase the number of cardholders from the North Fair Oaks neighborhood. Library - 6 88 Page 38