This is lesson sixteen. This is towards one of our missions. Education. You’ll learn everything about marketing — from the basics to the most advanced strategies — for free, thanks to VellumWorks.
Why do some ideas take off and others never get noticed?
From the spread of smartphones to viral fundraising challenges, Everett Rogers’ Diffusion of Innovation theory explains how new ideas, products, or practices gain traction across society.
It’s one of the most useful models in marketing, especially for charities trying to drive awareness, behaviour change, or adoption of a cause.
What is Everett Rogers’ Diffusion of Innovation theory?
Everett Rogers’ Diffusion of Innovation theory explains how new ideas, products, or behaviours spread through society over time.
Proposed by communication scholar Everett M. Rogers in 1962, the theory shows that people don’t all adopt innovations at once. Instead, adoption happens in stages and through specific social groups.
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The Core Idea
Innovation doesn’t spread instantly. It spreads through people.
Rogers’ theory shows that every innovation passes through five adopter groups, each with distinct mindsets and motivations.
Understanding these groups helps you tailor your message, timing, and strategy to accelerate adoption.
1. Innovators (2.5%) — The Pioneers
These are the risk-takers and experimenters.
They love being first to try something new.
In marketing terms, they’re the early beta users, the pilot project participants, or the first donors to test a new initiative.
How to reach them:
Give them exclusive access, early updates, or behind-the-scenes involvement.
They don’t just adopt innovations — they help you build credibility.
2. Early Adopters (13.5%) — The Influencers
Early adopters are trendsetters. They’re respected, visible, and their approval signals to others that your idea is worth paying attention to.
For charities, this could be community leaders, local journalists, or passionate volunteers who help spread your mission.
How to reach them:
Tell emotional stories and show clear results.
Give them something shareable - recognition, leadership roles, or impact data they can proudly advocate for.
3. Early Majority (34%) — The Pragmatists
They’re thoughtful and practical.
They won’t jump in first, but once they see proof, they’ll follow.
In marketing, this is where adoption really scales.
How to reach them:
Show evidence, testimonials, and real outcomes.
Highlight social proof — “Thousands have already joined.”
Focus on reliability, not novelty.
4. Late Majority (34%) — The Skeptics
They’re cautious and need strong reassurance.
They act only when something feels safe, proven, and widely accepted.
How to reach them:
Use trust signals - certifications, endorsements, guarantees.
Keep your message simple, direct, and relatable.
5. Laggards (16%) — The Traditionalists
Laggards adopt last, often resisting change entirely.
They rely on tradition, familiarity, and word of mouth from people they trust.
You don’t need to target them first — but over time, even they can come onboard once the innovation becomes the norm.
Example: Even the most reluctant donors may adopt digital giving once it’s clearly secure and common.
The S-Curve of Adoption
Rogers’ model follows an S-shaped curve — slow at first, then rapid growth, and finally levelling off as saturation occurs.
Your goal as a marketer or charity isn’t to push everyone at once. It’s to move from innovators to early majority as efficiently as possible by crafting messages each group trusts.
How Charities Can Use the Diffusion of Innovation
Pilot first. Start small with innovators and early adopters — refine what works.
Show proof early. Case studies and real results build momentum.
Create advocates. Turn early adopters into storytellers who influence others.
Scale smart. Once social proof builds, target the early and late majority with simpler, trust-based messaging.
This framework turns change from a challenge into a process you can manage.
10-Minute Exercise
Pick a recent campaign or product and map out your audience:
Who were your innovators (the first to try or donate)?
Who acted only after seeing results - your early majority?
Who’s still hesitant — and what proof might convince them?
When you know who’s where, you can move the next group forward with purpose.
Why is this important to know?
The Diffusion of Innovation theory reminds us that change doesn’t happen overnight — it spreads person by person, story by story.
By nurturing innovators, empowering advocates, and earning the trust of the cautious, you can grow your impact faster — without losing authenticity.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
