The John Cotton Dana (JCD) Award honors libraries that demonstrate excellence in strategic communications and community engagement. From dynamic summer reading initiatives and milestone celebrations to impactful fundraising efforts, awareness campaigns, and innovative community partnerships, the award recognizes public relations campaigns that elevate the library’s voice and value.
Presented with support from the H.W. Wilson Foundation, each winning library receives a cash award in recognition of its achievement.
In this post, three recent JCD Award winners share the stories behind their successful campaigns and the strategies that made them stand out.
Gail Borden Library Public Library District, Elgin, IL
The Gail Borden Public Library’s “Violins of Hope Chicago: Elgin Collaborative” was a multi-year initiative (2022–2024) centered on an exhibition of instruments played by Jewish musicians during the Holocaust. The library supported the exhibition with a comprehensive marketing campaign that included immersive experiences, community partnerships, distinctive visuals, and educational programming.
The exhibit welcomed 75,210 visitors, resulting in a 16.9% increase in attendance. The library collaborated with 22 community partners and secured more than $47,000 in grants to expand the project’s reach.
Through live musical performances and hands-on student activities, the library created opportunities for learning and reflection on historical events.
"We're so thankful that EBSCO and the rest of the committee saw the value of our project. Winning the John Cotton Dana Award for the 'Violins of Hope' campaign is a testament to the enduring power of libraries, the transformative power of collaboration, and the unwavering power of hope."
Hamilton East Public Library, Fishers, IN
In 2024, Hamilton East Public Library launched a revitalized Library Card Sign-Up Month campaign designed to align with strategic goals around community engagement and cardholder growth. By leveraging community partnerships, demographic insights, and patron feedback, the “Show Your Library Card and Save” campaign raised awareness of the library’s full range of services, particularly nontraditional offerings, while connecting with new and expanding audiences.
Throughout the month of September, the library partnered with local businesses to offer exclusive deals to community members who showed their library cards, further extending the campaign’s reach beyond library walls. With a measurable goal of increasing library card registrations by at least 5 percent during the month of September, the campaign exceeded expectations. From launch through the weeks that followed, the library was met with remarkable community enthusiasm and support, resulting in nearly a 17 percent increase in new card registrations by month’s end. The campaign demonstrated the power of strong partnerships and a fully integrated marketing approach. For the marketing and communications team, this effort reflected a continued focus on strategic, goal-driven campaigns aligned with the library’s long-term vision. Applying for and winning a John Cotton Dana Award became a meaningful way to celebrate this success and share it with the community.
When you know you have a powerful message, it's important to showcase it everywhere possible," shared Natalie Kiburg, the library's Division Chief of Public Relations. "We're so thankful that EBSCO and the rest of the committee saw the value of our project. Winning the John Cotton Dana Award for the 'Violins of Hope' campaign is a testament to the enduring power of libraries, the transformative power of collaboration, and the unwavering power of hope.
When you know you have a powerful message, it's important to showcase it everywhere possible," shared Natalie Kiburg, the library's Division Chief of Public Relations. "We're so thankful that EBSCO and the rest of the committee saw the value of our project. Winning the John Cotton Dana Award for the 'Violins of Hope' campaign is a testament to the enduring power of libraries, the transformative power of collaboration, and the unwavering power of hope.
Hartford Public Library, Hartford, CT
Hartford Public Library (HPL) turned 250 years old in 2024 and celebrated with a year-long campaign. This campaign reinforced HPL's evolving role in the community and highlighted a new brand launch, a citywide scavenger hunt, a parade, a custom-brewed beer fundraiser, and the reopening of the Downtown Library after major renovations. Through creative programming, community engagement, and award-winning marketing, HPL showcased its enduring impact and vision for the future.
From strategic library marketing campaigns to innovative community engagement initiatives, these John Cotton Dana Award winners demonstrate what’s possible when libraries lead with purpose and creativity. If your team has launched a standout public relations campaign that advanced your library’s mission, increased visibility, or strengthened community connections, consider applying for the John Cotton Dana Award. Submitting a JCD Award application not only recognizes your success, it positions your library as a leader in strategic communications and inspires excellence across the profession.
