TheWomen of the ELCA (Evangelical Lutheran Church inAmerica) already had the social part of socialmedia figured out. The national organization,which serves nearly 200,000women andmeets every three years at its Triennial Gathering,has a long tradition of using a grassroots strategy to build attendance. Women of the ELCA has a small staff and budget, and 64
regional groups asmembers. “We turn to each of those organiza- tions for help,” said Executive Director Linda Post Bushkofsky, asking themto choose someone to act as a local cheerleader,promoting the gathering in their region.Months before the Triennial Gathering, Women of the ELCA brings these volunteers— known officially as Triennial Gathering Pro- moters (TGPs)—to the citywhere themeet- ing is going to be held. Going digital. The 2011 Triennial Gath-
eringwas held on July 14–17 in Spokane, Wash. Prior to that, “We brought [the TGPs] all together so they could see Spokane, the con- vention center, the hotels,what the general area has to offer,” Bushkofsky said. “We also provided basicmarketing training during thatweekend.” And for the first time,Women of the ELCA added digital
media to the training.Amajor focuswas Facebook—Bushkofsky requested that each of the TGPs selected already be active on the platform—but the group also used tools like Twitter and video to help promote the Triennial Gathering.Many TGPs set up their own regional Facebook pages, in addition to posting to amain event page. Bushkofsky set up a Facebook page just for the TGP com- munitywhere TGPs could ask questions, share ideas and frustra- tions, and post resources, including photos and videos. Initially,Women of the ELCA headquarters staff stayed in
touchwith the TGP group through a printed newsletter,which a fewyears ago shifted to an electronic version. But it turned out that the TGP-only Facebook group “reallyworkedwell” as a com- munications tool, Bushkofsky said. She added: “People shared ideas back and forth. [Today] socialmedia is essential, it is how we function. I have been in this position for nine years, and I get less and less papermail, less email.”Communication is nowcom- monly posted to her via Facebook, tweeted, or texted.During the 2011 Triennial Gathering in July, she said, “Iwas out of the office
for 12 days and didn’t get a single voicemail.” All about Facebook. The organization also used a Facebook
event page to help create a buzz for the Triennial Gatheringwhen registration opened, including sponsoring contests that gave away books by speakers to peoplewho registered early. Bushkof- sky also posted videos on the page, including ones created during site visits in Spokane. The Facebook event page emphasized content created bymembers rather than broadcastmarketingmes- sages. Bushkofsky also experimentedwith peer- recommended restaurants by asking TGPs to write reviews of establishments they visited during their training in Spokane. “Lutheran women love being Lutheranwomen,” Bushkofsky said. “If another Lutheran women recommends a restaurant, theywill take that as a greater recommendation”
than a reviewby a stranger. Did it help? Sowhat difference did the social-media campaignmake? Bushkofsky is still in the process ofmeasuring the results of the program,whichwas integratedwithmore traditional efforts, including amonthly news email, a print newsletter,
and theWomen of the ELCA’smagazine andwebsite. There are a lot of variables to consider, Bushkofsky said,
including a down economy and controversial decisions by the church’s governing body that has led to some congregations leaving the Evangelical Lutheran Church inAmerica. But even so, registration for the Triennial Gatheringwas slightly higher than in 2008, includingmuch greater numbers of youngerwomen, a demographic that the organization has long been trying to reach. “I knowfor sure that all the efforts raised interest in both the loca- tion and the event, and themanyways inwhichwe usedmedia and socialmedia grabbedwomen’s attention in newways,” Bushkofsky said. “We live-streamed the event and it allowed thosewho couldn’t be there to seewhatwas happening, and it had the added bonus of gettingwomen attracted to our next event.Many have said they’ll bewith us in 2014 in Charlotte for our next gathering.”