inCite : May 2004 : article

Strategies for survival: Membership libraries in the modern era

Christine Worthington, Prahran Mechanics' Institute Victorian and Local History Library

The North American Membership Libraries Group has been meeting on an annual basis since 1991 to report on activities of represented libraries held over the previous year, and to discuss issues affecting membership libraries generally. At the group's 2003 meeting there were fourteen membership libraries represented from across the United States, most of these being athenaeums, mechanics' institutes, mercantile libraries and literary societies.

Membership libraries are a rare breed these days. In Victoria alone there have been over one thousand mechanics' institute and athenaeum circulating libraries, and today only six remain in operation. This brief report outlines some of their common features and the challenges that they face.

History

Surviving membership libraries tend to be very old institutions, as they were formed and funded by community residents to provide what was often the first library service available in their areas. As they were not formed by a central or government body, each membership library has a unique and often colourful history. For a brief time in the 1800s membership libraries in Victoria did receive some government financial support, but as the free public library system took shape, most membership libraries and their collections were absorbed into the public system or dissolved completely through lack of funds.

Buildings

Surviving membership libraries often reside in older buildings that need regular maintenance and upgrading to meet the needs of expanding collections and services, collection preservation, and legislative requirements for occupational health and safety and disability access. Those membership libraries residing in a heritage-listed building have further considerations.

Broad objectives

One of the fascinating things about membership libraries is that their original objectives were usually broader than the provision of a library service. Programs of lectures, debates, social events, recreational activities and classes provided educational and self-improvement opportunities for members. Out of the Prahran Mechanics' Institute grew the Prahran Technical School which in 1915 was handed over to the state government. The General Society of Mechanics' and Tradesmen in New York still runs trades classes free-of-charge for low-income students.

Specialisation

Those membership libraries that have made a decision to specialise in particular subject area have positioned themselves to provide a genuine alternative to the public system, and to fulfil a useful role for researchers. Those membership libraries which hold general collections face strong competition from free public libraries, and rely more heavily on their programs of activities (such as author talks and book clubs) to attract members and usage of their collections.

Self-funding

Membership libraries are self-funding, hence the need to charge an annual subscription fee for borrowing rights. Most of the libraries represented at the meeting reported increases in membership fees over the previous year, and some have developed intricate fee structures with varying benefits attached to levels of membership.

Membership libraries could not have survived without the help of volunteers, and some of the smaller ones are entirely staffed by volunteers. Limiting the opening hours is also a strategy used to overcome lack of funding for paid staff.

Many membership libraries have taken an entrepreneurial approach to self-funding, holding regular fundraising events and developing special services which can attract a fee. Philadelphia Athenaeum has developed a large database of plans and other items from their architecture collection, and charges users for the right to use the images in publications.

Some membership libraries have formed valuable partnerships with other organisations such as educational institutions and other libraries. Prahran Mechanics' Institute was greatly assisted by Stonnington Library and Information Service in the automation of the catalogue, which sits on Stonnington's web server.

Those that own their buildings rent out space to other organisations for regular income. The San Francisco Mechanics' Institute resides on several floors in their own large building, and the remaining floors are leased as office space. The director there is mindful that any ambitions to expand their library within the building will result in a decrease in annual income.

The more successful and high profile membership libraries have the potential to attract endowments and bequests.

Special projects for publishing projects and building modifications are often achieved with the help of a grant. The Victorian Minister for Local Government has awarded up to $10 000 each to the six circulating mechanics' institute libraries in Victoria in 2004 for special collections projects. This will be a significant opportunity to improve those collections for direct community benefit. It is also important recognition by the Minister, Ms Candy Broad, that the mechanics' institutes at Ballarat, Berwick, Footscray and Prahran and the Melbourne and Maldon Athenaeums, offer 'historically significant book collections and are an integral part of the public library lending network'.

Public perceptions

Promotion and marketing of membership libraries was one of the special topics for discussion at the meeting. A promotional and marketing strategy for a membership library needs to take special issues into account.

An antiquarian name can create some confusion for the public. Staff at mechanics' institutes regularly field enquiries from people looking for car manuals and other similar publications, and the Mercantile Library of New York receives regular enquiries about financial publications. The Mercantile Library's representative said that there had been some consideration of a name change to more adequately reflect the nature and activities of their library, but a name change would also reflect a disassociation from the library's history and identity. The Mechanics' Institutes of Victoria (MIV) is a state body which was formed in 1998, which has taken on a public awareness and lobbying role on behalf of mechanics' institutes and athenaeums. The work of the MIV is gradually helping to eliminate some of this confusion.

A marketing challenge to be overcome is the public perception that membership libraries are exclusive clubs. In the cases of some of the grander and more distinguished membership libraries, such as the Providence and Philadelphia Athenaeums, the exclusivity concept serves well. However, many membership libraries appear to be working hard to keep fees to a minimum and to ensure that their collections and services are affordable and accessible to all.

Being an historically significant cultural institution can be of marketing benefit to a membership library, but it has become increasingly important to let the public know that an old library can thrive in the modern era. Professional service, effective communication to members and the general public, up-to-date equipment and an awareness of library trends are becoming increasingly important for the survival of a membership library.

Representatives of the six Victorian membership libraries will soon meet to formalise team objectives for training, promotion and services, and to create an ongoing forum for discussion of our unique challenges.

An international conference entitled Mechanics' worldwide: buildings, books and beyond will be held at Swinburne University, Prahran Campus in September 2004. The conference will feature international speakers, and tours of some remarkable mechanics' institutes.