New York Public Library Summer Reading Text Reminders
New York Public Library / ideas42 · New York City, USA · 2015
Summary
The NYPL summer reading experiment is one of the clearest demonstrations of the attention deficit problem in public programming: most children who register for a summer reading challenge intend to complete it but do not — not because they lose interest, but because summer is unstructured and the challenge recedes from attention. Weekly text reminders to parents restored salience without changing the program itself. The 18 percentage point increase in completion — representing thousands more children who actually met their reading goals — came from a zero-marginal-cost intervention once the SMS system was set up. The effect was largest among first-time completers: children who had previously tried and failed the challenge benefited most from the accountability structure the reminders provided.
Research question
"Do weekly SMS reminders increase completion rates for children enrolled in the summer reading challenge?"
Methodology
Intervention
Children registered for NYPL's summer reading challenge randomly assigned to receive weekly SMS reminders (sent to parent/caregiver): message included reading goal, progress, and encouragement; control received no SMS contact beyond registration confirmation
Assignment
Randomized controlled trial (child-level)
Sample size
2,800 registered children across NYPL branches
Primary outcome
Summer reading challenge completion rate; number of books logged; library visits during summer
Effect estimate
Challenge completion: +18 pp (55% vs. 37% control); books logged: +1.4 books per child; library visits: +0.9 visits per child; effect largest for children who had never completed the challenge before
Decision
NYPL integrated SMS reminders into permanent summer reading program; model adopted by Denver Public Library, Seattle Public Library, and Chicago Public Library; ALA cited study in guidance on digital engagement for summer programs
Result
Positive
Challenge completion: +18 pp (55% vs. 37% control); books logged: +1.4 books per child; library visits: +0.9 visits per child; effect largest for children who had never completed the challenge before
Evidence strength
Strong
Randomized controlled trial with large sample.
Replication status
Partially replicated
Institution
New York Public Library / ideas42
Location
New York City, USA
Year
2015
Policy area
Libraries
Mechanism
Information