With early voting already in progress across much of the country, the die has been cast for an election season which will likely redefine the makeup and leadership of Congress next year.  Regardless of the electoral gains or losses, the highly charged nature of voters and the political climate as a whole speak to the hyper-sensitivity of the current political climate in this country.

While the election results will undoubtedly display the unforgiving and hostile nature of disappointed voters across the nation, the opportunity to capitalize on a uniquely active, engaged, and informed electorate has never before presented itself so openly.   A voter may choose to highlight health care reform, energy and climate legislation, the economy, financial reform, or any of a myriad of other issues as the reasoning behind how they cast their ballot, but the overriding message rings loud and clear: “Washington has not been listening to me.”

In the world of advocacy this is an opportunity of epic proportions.

Whether a newcomer to Washington, a veteran legislator who barely survived the cycle, or a newly minted party leader, the idea that the voters are watching is certain to resonate with Members of Congress on a level we have not seen in decades.  In the internet age transparency reigns and information flows freely.  Social networking and new media have transformed the way we transmit and receive information, increasing our speed of consumption and leading to the viral spread of stories in a way that was unimaginable only a decade ago.

With this speed and transparency comes the opportunity for communication.  While we watched the Obama campaign harness new technology for grassroots activism, ultimately riding it to victory at the national level in 2008, we are witnessing for the first time the widespread use of new and social media tools in Congressional races.  Underfunded and unknown candidates are using online tools to spread their message, recruit volunteers, reach supporters, and raise money that was previously only available to the connected political class.  In many cases they have overcome overwhelming odds against incumbents and crowded primary fields.  One has to believe that come January in Washington, Members of Congress are going to feel a need to “dance with the girl that brought them”.

So while the new Congress may look a little different from the present ideologically, they will differ significantly when it comes to their level of communication and engagement with constituents.  Many will know that they are going to be held accountable by the grassroots activists and volunteers who were fed up with being ignored by their predecessors.  They will know that grassroots engagement and their communication with constituents is the reason they were elected, and this makes all the difference in the world when it comes to advocacy efforts.

Leadership positions, committee assignments, and legislative agendas are all about to be up for grabs.  And make no mistake about it Congress will be listening closely to their constituents with an attentiveness that we have not seen in quite some time.  The only question to be answered is what the conversation will look like.  Through grassroots advocacy, well positioned organizations and associations with the right strategy and tools will have the ability to drive the discussion.

All that is left to decide is if your organization will be a leader in the conversation.

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