Despite reduced participation, post-event survey indicates strong appreciation for the program and customers’ desire to continue using library services
Officials with the Tulsa City-County Library intend to restore participation in the Summer Reading Program back to the vibrant numbers for which the program is known.
The 2015 program had 16,013 participants, a 52.7% decline from 33,857 participants in 2014.
“We are disappointed to see the numbers drop like this,” said Chief Operating Officer Kim Johnson. “The Summer Reading Program is an important way to help children, teens and adults learn to read or improve their reading skills and our goal is to make this program available to as many participants as possible.”
To determine the cause for the decline, the Library asked detailed questions in an annual post-program survey to those who participated in 2015 as well as previous years. The Library has routinely conducted this survey in previous years as well, in an effort to make ongoing improvements to the Summer Reading Program.
The survey was conducted online and promoted through various promotional channels, including Tulsa-area news media reports. 812 individuals completed the survey. A summary of findings is below:
- 97% of respondents say they plan to continue to bring their children to a library location throughout the year.
- 88% would recommend the Summer Reading Program to others.
- 62% heard about the program at a Library branch.
- 70% indicated their child’s reading skills improved as a result of the program.
- 73% said they visited the Library more during the summer because of the program.
- 89% reported their children enjoyed the program.
- 58% have library cards; 42% do not.
Although the survey indicated the Summer Reading Program clearly delivered meaningful value to the majority of participants, two elements of the program also disappointed respondents. First, registration for the program was only available online and second, all participants were required to have a library card.
- 81% of survey respondents indicated their child did not enjoy the online component and 60% felt the online system was not easy to use.
- Of the survey respondents who did not participate this year: 54% said their reason for not participating was that a library card was required and; 50% indicated the required online registration process as their reason for not participating.
“It’s clear to us that our customers did not embrace the changes we made for the library card requirement and the online registration process,” Johnson said. “Next year, we will not require online registration or library cards for participants. We would like to see all children have a library card but we recognize making it a requirement posed challenges for some families and large groups.”
For the 2016 Summer Reading Program, officials will make the following changes:
For Children and Teens Program
- The registration process will return to a paper-based system with an option for online registration.
- A library card will not be required to participate, although the Library encourages all participants to have a library card.
- A staff committee will assist with planning, prize selection and will explore a new online option that is intuitive and easy to use.
- A community focus group will be formed with approximately 25 people to assist Library staff in identifying and recommending prizes.
For Adults
- Registration will be online with the option for paper registration.
In addition to the procedural changes, the Library will develop a comprehensive communication plan to promote the Summer Reading Program to the general community and also to all known participants from previous programs.
“We appreciate the honest feedback we received from the community about what worked and what didn’t with this year’s Summer Reading Program,” Johnson said. “We are disappointed with the drop in participation and will make every effort for this program to be the easy, fun and educational experience that our customers have come to expect. We understand why some chose not to participate this year and we hope they appreciate the changes we’re making to welcome them back with open arms next year.”
More information about Central Library and Tulsa City-County Library system can be found online at www.tulsalibrary.org or call 918-549-7323.