While most library directors and staff know mothers with young children in tow are an important customer, not everyone is aware of just how important.

The facts are that in Attitude, Awareness and Usage studies conducted by our firm at the State level as well as locally for individual libraries, one fact comes through time after time: the heaviest user of the library is adult women with young children under the age of 12. And, the more children she has the more likely she will visit more frequently and check out more materials. This profile customer is dramatically more likely to visit the library on a weekly basis, more likely to be aware of program offerings, take more materials out and be a strong advocate for the library.

Surprisingly, libraries don’t always treat this high value customer with as much support as she might need. While children’s programs are one of the more high visibility and better attended programs, consider adding to your roster of these programs.

One example is the Camden Campaign for Children's Literacy. This is an initiative that aims to prepare children to read before they enter school and to promote literacy as a key to intellectual development and economic success.

The Camden Library Outreach Initiative offers a wide variety of free reading and artistic Programs for children in the Camden community throughout the year. The Library Outreach Initiative has been operating successfully since September 2001, and has offered over 108 programs to date. These programs include storytelling by a recognized literary artist and hands on literacy related activities including murals, story boards, bookmarks, and books created by the children.

Other activities and programs include the following:

• Family restrooms with changing tables
• Adult and children’s furniture in the children’s area to facilitate parent/child reading in the library
• Collections of not just books, but videos and audio books-on-tape to assist parents direct their children’s leisure activities in positive directions
• Liaison with local elementary school teachers for collaboration and information sharing on best practice regarding literacy.

The adult female with multiple children is your most valuable profile customer. Treat her that way and you will build not only future readers in the form of her children but her gratitude and support.

Source: Angela Connor-Morris. Center for Children and Childhood studies. www.children.camden.rutgers.edu/literacy.htm
WJSchroer Co. PRISM Study 2002, AAU Studies 1999-2003
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