Rule of thumb about word of mouth

I was talking to a group of community workers today, getting their views on the use of community centres and ways of getting people through the door. Most of the way through a 12 month funded programme, they told of an influx of new people coming in. This is in an area of low expectations and high needs.

The explanation is that 'word-of-mouth takes 8-9 months...'

'It's about people having the courage to act on what they're hearing. It can take you a year to get confidence in the community, that there's something new for them to try and to trust it. It takes time for the confidence to work through.'

Having spoken to quite a few of the residents about their levels of confidence before and after contact with the centres, this makes sense to me. Funders please note.