September’s almost here, which means it’s time for one of my favorite library celebrations: Library Card Sign-up Month. A simple card, sure — but in a person’s hands, it’s a key to connection, imagination, and opportunities that go far beyond books.
For the last 25 years, I’ve watched libraries run many campaigns during September — all successful to different degrees. But I still think we need a bigger, more holistic approach to library card sign-up that goes beyond the campaign and the month of September. Library card access should be treated as an essential issue of equity and community — not just a seasonal promotion. This is a perfect time to bring two key concepts I love to talk about: the marketing funnel as a way to improve the library-customer relationship, and integrated marketing, which can be a way to reinforce and support that relationship you’re building.
Step 1: Awareness → Interest
Make sure people actually know about the library — and why they should care.
- Lead with benefits, not bureaucracy. Instead of “Get a Library Card,” say “Unlock Free Movies, eBooks, Classes & More.” Think how you would answer the question, “What’s in it for me?” for your potential customer, and lead with that.
- Be visible everywhere. Use outreach, social posts, email marketing, and community forums to get the word out about the benefits of using the library.
- Partner up. Work with schools, local businesses, and nonprofits to share the message.
Step 2: Interest → Desire
Once you’ve caught someone’s attention, make them want to take the next step.
- Tell stories. Share quick patron spotlights showing how a card has made a difference — from finding a new job to discovering a love of mystery books.
- Show the value. Use images of real people using the library, videos about the benefits, or even a “library savings calculator” to demonstrate what a cardholder can save in a year.
- Tap into the theme. ALA’s annual slogan — this year it’s One Card, Endless Possibilities — is a great foundation for more localized storytelling.
Step 3: Desire → Action — Make It as Effortless as Possible
This is the most important step — and the place where libraries lose people unnecessarily. Signing up for a library card is often the first direct experience someone has with your library. They’ve already moved through the stages of awareness, interest, consideration, and evaluation — and they’ve decided they’re ready. Like the saying goes, this is your “last chance to make a first impression.”
Getting a library card should be the easiest thing in the world. That’s what we want people to do, right? Use the library. And yet too often, we make it hard. Common barriers include:
- Requiring multiple forms of ID or proof of address that people may not have on hand.
- Mailing cards instead of issuing them instantly.
- Making people bring mailed cards back to the library to activate them.
- Making the process slow, confusing, or buried behind multiple clicks.
Many of these policies are carryovers from a different era — rules designed for a world without instant verification, online services, or the expectation of same-day access. During the pandemic, some libraries temporarily dropped these restrictions to let people sign up for instant digital access. And it worked. We should learn from that.
If you want to move people through the funnel quickly and successfully:
- Offer instant, online sign-up for at least a digital card.
- Allow immediate use of online resources and in-branch services.
- Train staff to view card sign-up as a moment of welcome, not gatekeeping.
The faster someone can get in the door (physically or virtually), the sooner they’ll start building the habits that keep them coming back.
Step 4: Action → Loyalty
Don’t stop when the card is in their hand — keep them coming back.
- Send a welcome series. A few friendly, helpful emails can introduce digital resources, upcoming events, and unique services.
- Remove fines or at least make them less punitive. For example, if someone is over the fine limit, they could still borrow e-books – those return automatically and never get lost!
- Invite participation. Promote book clubs, workshops, and volunteer opportunities.
- Stay consistent. Share updates regularly across all your channels so new patrons stay connected.
Taking an Integrated Marketing Approach
The funnel works best when all your marketing channels are working together. That means the same core messages and visuals appear everywhere — online, in print, and in person. When someone sees the same message in multiple places, it sticks.
Integrated marketing starts with clear, consistent, and compelling key messages about your library and the campaign. These aren’t just taglines — they’re talking points that:
- Reflect your audiences’ wants and needs.
- Show that you’re listening to feedback and responding.
- Build a sense of personal connection and investment in the library’s success.
- Reinforce your library’s identity, reputation, and brand.
Think of it as an ongoing conversation. You’re the sender of the message, your audience is the receiver, and their response — whether it’s signing up, asking a question, or telling a friend — is valuable feedback. When you listen to that feedback and adjust your messaging accordingly, you’re not only promoting a campaign, you’re building a long-term relationship.
For Library Card Sign-up Month, that might mean your core message is: Getting a library card is quick, free, and opens the door to endless possibilities. Every channel — from Facebook posts to flyers to email banners — should echo that. And every touchpoint should feel like it’s coming from the same, trusted voice.
Library Card Sign-up Month isn’t just a campaign. It’s a chance to turn awareness into action, and action into a lasting relationship with your library. Keep your funnel full, keep your message consistent, and keep the momentum going — well beyond September.
