The Nonprofit Marketing Blog

The People Formerly Known as The Audience

As I’ve blogged before, “audience” is an antiquated word in a time where people no longer passively consume information. I’ve been trying to figure out what to call an audience (which is not an audience at all) in this day and age.

Clay Shirky’s highly recommended new book, Cognitive Surplus, cites NYU’s Jay Rosen’s phrase: “The People Formerly Known as the Audience.” I like it.

Here’s what I think about The People Formerly Known as the Audience…

1. Don’t want to listen to us, they want to speak.

2. Don’t want to passively receive information; they want to interact.

3. Don’t want to consume content; they want to create it.

We should think of ourselves not as mere nonprofit marketing professionals but as listeners, engagers and participants. The more WE are the audience to THEM, the better.

PS: READ Clay’s book, it is very important. Prepare for a paradigm shift.

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Linda Lombardi
Content Manager

We’re here to help you win hearts and minds—and donations.

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