It’s imperative that libraries search out the non-traditional users — those members of the community who don’t frequent the library. This requires understanding your community’s demographic makeup so you can target outreach to groups that aren’t utilizing your services. It’s too easy to miss the people who need your services, so get out into your community. Sure, we’re all understaffed and underbudgeted and have no extra hours in our already packed workdays. But it’s not enough to serve the needs of regular library users, those who know the ins and outs of our programming and interact regularly with the reference desk. Are we truly providing quality customer service if we fail to reach diverse populations and the underserved?