I've been involved with several "hype" attempts at libraries-as-a-whole. My personal feeling are that they don't work; like museums, library users have particular areas of the collection they feel strongly about. If the results of the "hype"....e.g. fund-raising...is not portioned to the users' areas of interest...all future attempts fail. In my particular case, I've had users of Special Collections wanting to give funds to "help" our Department, but they go into a general "library" fund under the control of the Director who uses them for such things as donuts for workshops, etc. In short, I would think museums would be close to libraries in vying for user support of specific collections...sometimes this makes hype-as-a-whole impossible.