Ozean’s Guide to Associations, Communications, and Advocacy: First Party Data
This is part one of a multi-part series about what to do and what NOT to do when it comes to advocacy projects for your association. Whether you are a trade association, chamber of commerce, or your local YMCA – this applies.
This post will focus on the importance of first party data. First party data is information YOU and your organization have collected, such as member information and sign-ups; NOT information you purchase from a data broker.
Why is first party data important? Because you OWN it and are not at the mercy of others. This means you can email your lists while lessening the possibility of being reported as spam or banned from email platforms.
Additionally, first party data allows you to use your list as audiences in digital advertising campaigns, giving you the confidence that you are targeting exactly who you intend to and minimizing waste.
Let’s look at a scenario where first party data gives you an advantage.
Let’s say your association held an event with prospective members and collected their contact information (this includes first name, email, and phone number). With this information, you are able to target the prospective members with email marketing campaigns as well as digital advertising campaigns (whether it is Facebook or traditional display advertising).
If you did not collect this information, your association would miss out on efficient, precise communication operations and a digital strategy to recruit new members.
Strategies to collect first party data include physical data collection, website sign up forms, or collecting information from phone calls. Keeping track and documenting who communicates with your association is key to building your first party data.
Establishing an organized first party data operation is just the beginning to Associations, communications, and advocacy.
If you are in the market for a strategic, long-term political affairs partner for your organization, trade association, or corporation / company, Ozean is eager to speak with you. Our easy-to-use appointment scheduling tool makes it simple to find a time that works for you.
