Mobile Moms are Waiting for Your Cause to Call

Mobile. Moms. Cause Marketing. These three things are made for each other. Not unlike:

"The Father, the Son and the Holy Ghost"

"Life, liberty and the pursuit of happiness"

"...of the people, by the people, for the people"

"Mo, Larry and Curly"

We all know that moms are the shoppers of the household. Heck, except for Starbucks and gadgets, I don't even buy my own underwear.

No, my mom doesn't buy my underwear. But my wife who's a mom of two does. Um..doesn't yours? Maybe not. Still, moms buy a lot: they manage 80% of the household spending.

Moms are also the main drivers of cause marketing. According to the 2010 Cone Cause Evolution Study, moms are by far the nation’s most active cause consumers. A near-unanimous 95 percent find cause marketing acceptable and 61 percent  have purchased a cause-related product in the past 12 months.

Moms do the shopping and they love cause marketing! They also love their smartphones.

A recent study by BabyCenter found that having kids is a trigger for women to adopt smartphones,and with good reason. They're super portable and you can use them one-handed when you have baby in the other. Key features of the smartphone for moms are the camera, apps for staying organized and keeping the kids entertained.

One mommy blogger explains.

I actually drafted this post with one hand on my iPhone while holding baby with the other and simultaneously bouncing on an exercise ball to keep her happy! My handy iPhone had been the only way for me to connect to the outside world the first couple months after giving birth. With one hand, I could email, text, set Facebook status updates, browse the internet, take and post photos and videos - all things necessary for this Millennial to live happily, connected and informed. Not to mention all of the helpful apps for everything from keeping track of feeding schedules to educational kids games. Isn't technology wonderful? Honestly, I don't know how mothers of other generations were able to multi-task without the great gizmos and gadgets that I and other Millennials have readily at hand and are dependent upon.

68% of moms said they use their phones for shopping with nearly half saying they took an action (unspecified) after they saw an ad on their phone.

Moms are the household shoppers. Moms overwhelmingly support cause marketing. Moms are relying on their smartphones for everything, including shopping. Cause marketing should be part of their mobile experience as well.

As cause marketers we need to resize our thinking about cause marketing to just 3.5 inches, the size of an iPhone screen. Your key audience is roaming with their phones and constantly looking to see what's on them.

Make sure they see you there.

These recent posts may be helpful to you:

Are You Ready for Mobile Cause Marketing?

10 Tech Tools for Cause Marketers

Is Your Road to Success Paved with Location-Based Services?

Apps I Use for Cause Marketing

Anyone who knows me knows how important my iPhone is to me, especially now that I have the super-fast 4G! Except for typing posts like this one, which I'm writing on my iPad, I do just about everything on my iPhone. This means I do a lot of my cause marketing business with my iPhone and the apps I download. Earlier I gave you five apps I use for cause marketing.

Here's an update on what apps I have on my home page and how I use them.

Evernote. One of my favorite apps, especially now on the iPad. Evernote has been a great place to store everything from articles on Foursquare to samples of pinups that are invaluable for sharing at client meetings. Between Evernote's folders and tags I can organize and sort things any way I want, and email them to anyone at the click of a button.

Dropbox. Wow. That's all I can say about Dropbox. Not long ago Frank Dickinson asked me on Twitter why I liked it so much. My tweet back: "Think of it as a thumb drive u always have with u, can view contents on any device & can share with any1 w/URL." No more bumming thumb drives off your co-workers because you can sync everything right to Dropbox. And now your not limited to viewing those files on your desktop and laptop. I can view and edit them on my iPhone and iPad too. Try doing that with a thumb drive. I also like the "Public" option on Dropbox. When I ran out of space on Slideshare for the last two recordings of my Six Figure Cause Marketing webinar, I dropped them into the public folder in Dropbox and shared the URL with my students.

Dropbox is also a great place to store cause marketing presentations so I can review them right on my iPhone in a taxi or at the airport. And, as with Evernote, the Dropbox's app for the iPad is awesome.

Remember the Milk. I use this for tasks and project management. It too syncs across all my computers and PDA's. I like RTM because I can put as little or as much information in it as I want. It's very flexible. For a quick reminder, like say call a client at 8am in the morning, I sometimes use NotifyMe2.

Constant Contact. This is my app for tracking the open and click through rates of my email newsletter.

WordPress. On the iPhone, the Wordpress app is a great way to check and reply to comments, or to make a quick edit to a post. On the iPad, I use it to write posts like this one. While not as robust as I would like--you can't add pictures or hyperlinks--I usually write my drapf and then go back in on my desktop or laptop to finish the post.

Analytics Pro. You'll never go to Google Analytics again! At $6.99, Analytics Pro isn't cheap, but it's well worth it as I can check my latest stats right from my phone. I can see traffic and referral sources, top content and landing pages, keywords, everything!

Read It Later. I've just started using Read it Later, but I think I'm going to like it. They have this great feature on the iPhone--yes, I do most of my reading too on my iPhone. Yeah, my iPad has a bigger screen but it's also heavier and a little awkward to hold--that allows you to save links without opening them first. I just click on the hyperlink and it goes right to RIL.

I haven't tried the Digest upgrade to RIL, but I suggest you check it out. You can also get a free invite to test it for a week.

So that's my current list of apps. They allow me to pretty much do everything from my iPhone. What am I missing? I would love to hear what apps you can't bear to be without!

Better Cause Marketing with Evernote


I'm always looking for good tools to help make my cause marketing job better and easier, and one of the best additions of late has been Evernote.

What is Evernote?

Use Evernote to save your ideas, things you see, and things you like. Then find them all on any computer or device you use.

Evernote is one-stop saving for everything. Text, pictures and voice. Best of all, everything is searchable, including text in PDFs and in pictures so it's super easy to find whatever you're searching for.

Here are some of the ways I use it for cause marketing, and how you can too.

Project management. For each cause marketing project you can create an online notebook for everything related to it. Evernote makes this easy by giving you a bookmarklet to clip text directly from web pages. You can also email Evernote and even tweet them! In short, they give you lots of different ways to save the things you see and like.

Organize your snapshots... Evernote is most useful when you add their free app to your iPhone (my device), Blackberry or Pre. I snap photos of cause marketing programs I see around town and save them in Evernote so I can access them from anywhere. I've also uploaded pictures of examples from my cause marketing programs so I can easily share them with clients or prospects in meetings. Of course, all these images can be emailed right from Evernote. Like what you see? Let me email you a copy.

...And add business cards in a snap. Before when someone handed me their card, I took it back t to the office and gave it to @kaylarogers to put in Outlook. It was a pain for her and a low priority. Now, when someone hands me his or her business card, I snap a picture of it with my iPhone and hand the card back to them. The card immediately uploads to Evernote and the text in the picture becomes searchable. While I long for the day when I'll be able to dial and email directly from a picture in Evernote, being able to search and find the card in Evernote is faster than looking through a pile of business cards on Kayla's desk.

Manage your deliveries. Because I run a local cause marketing program, I work mainly with pinups that are sold at multiple stores throughout eastern Massachusetts. Here too, Evernote has proven to be a big help. Here's how:

  • When I drop a supply pinups off at a store I take a picture of the storefront and save it to Evernote. Then I can include a note with all the details of how many pinups I left and anything else I might want to record. I can also tag the picture/note with keywords to make it easy to search.
  • Taking the picture with the "location services" setting ON on my iPhone records where I took the picture so I can map out my drop-offs and--get this--retrieve notes by location. Did I drop pinups off at the iParty store in Avon? I can check my notes by location location.
  • I can't tell you the number of times I've dropped supplies off at a store only to have someone claim later that they never got them. I've solved that by taking a picture of the person who took the delivery (be sure to include their name badge!). That's all you need. Don't remember at what store the person works? Hit the location button on your iPhone and you can tell where the picture was taken.
  • A lot of times when I do drop-offs, managers ask for other things: more pinups, brochures, posters, etc. Use the Voice feature on Evernote to record a quick audio reminder. Again, no need to record what store you're at because Evernote notes the location for you!

All this and Evernote is free! Free on the web and a free app for your iPhone, Blackberry or Pre. There is a premium service, however, which I just signed up for. Its main benefit is that you'll have basically unlimited storage. The cost? A whopping $5 a month or $45 a year.

One last thing about Evernote: I've been using it with JotNot, a third-party app that sells for $4.99 on iTunes. JotNot allows you to trim your pictures in your iPhone so they are easier to read, print and share via Evernote. A bonus for me is that you can choose a notebook and tags for the picture before it's uploaded to Evernote. JotNot delivers a crisper picture and a one-step upload. It's well worth the five bucks.

There are a lot of other uses for Evernote. What are some of yours? I'd love to hear them!