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What is constituent empowerment? |
Posted by James Young at Jul 21, 2008 11:28 AM CDT Categories: Constituent Empowerment , Volunteerism |
Because I spend so much work time immersed in this area, I tend to assume that other people I talk with know what constituent empowerment is and why it is important. But then I remember my 8th grade science teacher who has a saying about the word “assume.” He said that when you assume, you make an ### out of U and ME. So, I’m going to stop assuming that everyone knows about constituent empowerment and why it is important, and I’m going to do it right now.
I always say that constituent empowerment is allowing your constituents to do your work for you. That’s the simplified version. The reality, of course, is that you can’t just hand over work. If that were the case, I would never have to take out the trash or fold the laundry (ahhh…a man can dream). No, in order to get others to do your work for you, you need to do a few things first.
So, let’s assume you buy into this constituent empowerment fad, and you think you can handle the four criteria above. What is in it for you? Reach and Context.
Reach
Empowering others with your message and the tools to spread the message is the cornerstone on viral marketing. And how quickly can that spread occur? Well, let’s do some math.
Most people have a close circle of people that numbers 12. This extends out to about 40 well-known acquaintances. So, we’ll start with each person being able to reach about 40 people relatively easily.
If each of those 40 people reaches out to their 40 people with the message, roughly 1,600 people have now heard it.
If each of those 1600 people reaches out to their 40 people with the message, roughly 61,000 people have now heard it.
And then 2,370,000 and then 92,360,000.
You get the point.
Context
Have you ever seen one of those commercials where the uptight parent tries to talk to their kids about drugs by performing some very bad rap? As marketers, this is our worst nightmare, right? Trying to reach out to somebody without any clue as to how to deliver the message in a meaningful way is destined to fail.
By empowering your constituents, you have just recruited one of “them” to speak to “them.” You constituents know how to position the message in a way that is meaningful to their friends, because they are friends.
Some organizations will balk at the idea of putting the words into the mouths of constituents, for fear of losing control of the message. All I can say is, unless you know how to clone yourself, there is no better way to reach more people.
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Later this week it will be 12 years since I lost my first wife to colon cancer at age 29. At the time we successfully raised money for a scholarship through family, friends and her sorority sisters. At the time I remember being frustrated because I wanted to do more, but was limited in reach and scope. I wanted to be empowered. Today, I am empowered. This morning I launched a "campaign" to raise money in her name and help fight cancer through the American Cancer Society’s Website. We’re off to a good start after just two hours, but what has been fun already is watching the viral nature of the initial email. Sorority sisters and friends have already responded personally and with some donations. The national office of her sorority has also said they will help spread the word. Actions that would have taken me days 12 years ago are done in minutes now and ACS has an empowered constituent. Katrina's site http://main.acsevents.org/site/TR/Events/MosaicofHope?pg=fund&fr_id=9910&px=7736129 Next I’ll take it to my Facebook friends and we’ll see where it goes. For me, the spirit and memory of my wife is kept alive and I have the chance to raise funds in support of stopping this disease. That’s empowerment.