Collecting Data through Mobile for Cause Marketing
“People, who need people, are the luckiest people in the world,” sang Barbara Streisand. She almost got it right: People who need people…need data.
Cause marketing needs people. And getting people involved as donors or volunteers in your cause requires data. Having the right data means taking the guesswork out of your communication. It means reaching the right person with the right message at the right time. Most importantly, good data and the understanding of how to use it empowers you to build relationships with people who want to support your cause.
Cause marketing provides an excellent opportunity for data building. Partnering with a corporate or brand entity provides access to new audiences and lends credibility and cache to your organization.
Cell phone penetration in the U.S. is greater than 100 percent, making mobile a strong data acquisition and list building tool. Mobile phones are almost always close to the people you need. Americans have their phone within arm’s reach 19 hours per day. With phones almost always within their grasp, it’s no wonder that 85 percent of text messages are read within 15 minutes of receipt.