baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Bridging the Divide — Online & Offline Tactics That Win


Any well-run campaign includes targeting and engaging with people in the digital and physical worlds, but rarely are these two pieces brought together seamlessly and to full effectiveness. The implications? We aren’t winning as much as we could be because we aren’t maximizing the connections we make online to those we establish offline, and vice versa. This session is a collection of stories about how some organizations thought holistically about their outreach and maximized their impact by bringing these worlds together. We’ll share stories about using data and databases to find your audience online and offline, verifying your research through social listening, amplifying your messages across multiple channels, building relationships with supporters that bridge the divide of their digital and real work lives.

Learning Outcomes

  • Understand the ways digital and traditional engagement tactics can work together for the best impact
  • Hear real world case studies (and even some failures!) that led to these discoveries
  • Walk away with, and even contribute to, a set of shared principles for integrating on and offline tactics

Target Audience

Community organizers and digital teams looking to better integrate their on and offline tactics


CampaignsDataEngagementSocial Media


Rebecca McNeil



Rebecca runs a small digital agency, Together, specializing in helping progressive organizations create strong digital platforms to inspire offline action. Her work includes campaign strategy, movement building, and people organizing with modern tools applied to classic mobilizing. Some of her past clients include Alberta Federation of Labour, Ontario Federation of Labour, Georgia Strait Alliance, Provincial Health Services Authority, The Now Group, City of Vancouver Mayor’s Office, Telus STORYHIVE, and Mountain Equipment Co-op.

She has a Masters in Environmental Studies from Dalhousie University, where she taught research methods and sustainability while studying how to increase sustainability at complex organizations, applying change management and social psychology to communications. Rebecca lives in Vancouver, Canada with her partner, 2.5 year old daughter Zuzu, and german shepherd Sam.

Matt Smith



Matt Smith is the President of Stratcom since May 2017 and oversees the company’s day-to-day operations in fundraising, research and engagement to serve Canada’s progressive governments, charities, unions and political parties. Matt was Senior Director of Research & Engagement for six years and continues to play a lead role in all government-facing and election-related work. With fifteen years of research and campaign experience, Matt’s expertise includes strategic planning, designing multi-modal research projects, audience analysis and targeting and campaign planning and execution. Matt has a M.A. from the University of Toronto where he specialized in Electoral Geography with a thesis on minority electability under Vancouver’s at-large system; he later authored a similar study in Toronto.





March 25, 2020


10:30am – 11:45am



Collaborative Notes

Click here

Session Evaluation

Click here