Is the connected constituent distracted or engaged?

We see it every day. We are at an event and someone holds up their phone to video or take a picture. Or they are looking down at their phone at your gala event. You think they are distracted, not enjoying what is going on. Can’t they focus on the experience and be engaged?

Here’s the rub. They aren’t distracted. They are engaged. They are sharing the video of the event on YouTube. They are checking in on Four Square. They are always connected and they are always sharing their experiences. They do it as it happens. This is the new Connected Constituent. They are sharing with their friends on Facebook, Twitter, Instagram, and text messages.

Engagement is completely different now. It is “in the moment” physically and digitally. We are becoming increasingly networked with individuals amassing hundreds or thousands of friends and followers. And it is in multiple networks. What they say to me matters more than ever before. Word of mouth used to be one-to-one. Now is one-to-many and that many could be thousands for real influencers.

There is a new kind of currency. In the network economy, there is the audience who has an audience that has most of the influence. This influence is changing everything about how constituents connect with our nonprofits.

The balance of power used to be to the nonprofit marketing message. The new way of engaging and influence gives all the power to the constituent. Will that make a difference in how you decide to transform your nonprofit?