| SEPTEMBER 3, 2025 -- For over 150 years, Granges have been a cornerstone of their local communities — often adapting to changing times and finding new ways to connect and serve. Granges have deep community roots and long-established ways of doing things, so the rise of social media and digital outreach can be both exciting and confusing as Granges learn to adapt. It’s easy to feel a sense of disappointment or misunderstanding when online buzz doesn’t translate into expected tangible results. It’s important to recognize that perceptions of success have shifted dramatically over the decades.
In the Grange’s heyday, a popular event might have drawn 500 or more attendees, filling community halls and creating a buzz that felt unstoppable. Today, the same event might pull only 50 people, and that can feel discouraging. It’s important to understand why these changes have happened and how expectations need to adjust accordingly.
The Shifting Landscape of Community Engagement
Traditionally, a large turnout was a sign of community vitality. Today, community priorities have diversified — families are busier, entertainment options are endless, and other commitments take precedence. While digital tools can increase awareness, they don’t automatically translate into the same type of well-attended events as past generations experienced.
Social Media and the 1% Rule
A key principle in digital marketing is the 1% rule: even a well-executed social media campaign that reaches thousands will often yield around 1% in meaningful engagement — whether that’s RSVPs, inquiries, or actual attendance. So, if a Facebook post about an upcoming event is seen by 10,000 people, expecting 5,000 attendees is unrealistic, but 75 to 100 attendees is a more typical, attainable goal.
This isn’t a reflection of failure but of a different era of community participation, and understanding this helps manage disappointment and maintain enthusiasm.
The truth of the matter is that not all social media views or likes convert into participation. The engagement metrics — likes, comments, shares — are signals of interest, but they often overestimate actual participation. Awareness is a first step, but engagement level, such as event sign-ups or RSVP rates, offers clearer insights into actual interest. Track these specific metrics over time to set more accurate expectations.
Think of engagement as a series of steps where views lead to clicks, clicks lead to sign-ups, and sign-ups may, but not always, lead to attendance. At each stage, individuals may drop off. Analyzing this conversion funnel helps set realistic goals.
But, while numbers are important, remember that the impact of Grange events or programs often hinges on meaningful engagement rather than sheer attendance. A smaller, dedicated group can sometimes have a more significant impact than a large, disengaged crowd.
Bridging the Generational Gap
Our rich history of over 150 years of resilience and adaptability proves that community, service, and shared purpose remain at the heart of the Grange’s mission.
Longtime members should recognize that social media is just one of many tools in a Grange’s marketing toolbox. While posting on Facebook and Instagram can build awareness, it won’t replicate the huge gatherings of decades past without consistent and dedicated efforts of many members and also keeping realistic expectations through the promotional process.
For younger members, patience and empathy are key. They need to help older members see digital outreach as a complement to traditional methods — like flyers and posters, and even in-person visits, and how those methods still hold value.
Patience and adaptability are crucial as we honor our history while embracing the future. Managing expectations requires a combination of data analysis, thoughtful communication, and strategic planning. By understanding what metrics truly signify and by setting realistic marketing goals, Granges can better allocate their resources and ultimately create more meaningful engagement, thus continuing to serve our communities effectively.
Together, we’ll continue to honor our heritage and grow stronger — one step at a time. |
