Association marketing levers: the 5 essentials

Nonprofit organizations often have the mission of carrying out actions for the benefit of a cause, a group of people, or a community. However, to successfully carry out their projects, they must be able to mobilize resources, whether human, material, or financial. This is where nonprofit marketing comes in, which consists of defining and implementing strategies aimed at optimizing the association's visibility, reputation, and attractiveness. In this article, we will explore the different marketing levers available to associations to achieve their objectives. In particular, we will see how to use social media, event communication, online advertising, and influencer marketing to strengthen the association's credibility and legitimacy, mobilize its target audiences, and attract new members or donors.

1. Social networks as a marketing lever for associations

Social networks have become essential tools for associations. They allow you to reach a wide and diverse audience, communicate regularly with your members and supporters, share news, photos, videos, and generate community engagement. The main social platforms used by associations are Facebook, Twitter, Instagram, TikTok, YouTube, and LinkedIn.

To maximize the impact of social media, it is important to:

• Choose the right platforms based on your target audience and objectives
• Create an editorial charter that defines the topics, frequency, tone and editorial line
• Publish quality content that meets the expectations of your community
• Interact with your community by responding to comments, sharing members' posts, etc.
• Using paid social media advertising to reach a wider audience

It should be noted that too few associations have a presence on TikTok, which is nevertheless the most promising social network in terms of reach and impact.

2. Associative event communication

Events are key moments for associations. They allow them to bring their community together, present their actions, raise awareness about their causes and collect donations. Events can take different forms: conferences, concerts, shows, sports tournaments, etc. To successfully communicate at an event, it is important to: – Clearly define the objectives of the event – Choose the appropriate format based on your target and objectives – Promote the event in advance using different channels (social networks, mailing, posters, etc.) – Involve your community in the preparation of the event (volunteers, sponsors, partners, etc.) – Ensure good logistics on the day of the event to guarantee participant satisfaction

3. Online advertising for associations

Online advertising is a powerful tool for nonprofits. It allows them to reach a wide and targeted audience, promote their work, attract new members or donors, and raise funds. For nonprofits with a limited advertising budget, the Google Ad Grants program can be an attractive solution.

Online advertising for associations can take different forms, including:

• Display banners: These are graphic ads that appear on the advertising network's partner websites. They generate high volumes of traffic at a low price (between 0.1 and 0.5 euros) but are of lower quality.
• Text ads: These are short ads that appear in Google search results. More competitive (between 0.5 and 10 euros), they generate highly intentional traffic (donors, volunteers, etc.)
• Video ads: These are advertising videos that appear on YouTube or partner sites.
• Social ads: These are ads that appear on social networks (Facebook, Instagram, Twitter, etc.).

To run online ads, you need to work with an advertising agency, which will allow you to choose the formats, channels, and targeting criteria. The most well-known advertising agencies are Google Ads, Facebook Ads, and LinkedIn Ads. We can advise you free of charge on the most relevant advertising channels for your association.

4. Influencer marketing for associations

Influencer marketing is a communication strategy that involves collaborating with influencers to promote a brand or organization. This strategy can also be used by nonprofits to increase their visibility, promote their actions, and reach new audiences. By working with influencers who are relevant to their cause, nonprofits can reach a large and engaged audience and gain credibility and notoriety. For example, influencers can share content about the nonprofit's actions, encourage their followers to donate or volunteer, or publicize events organized by the nonprofit. However, it is important to choose influencers carefully, verifying their consistency with the nonprofit's values and actions, as well as their audience and engagement. Nonprofits must also ensure that the collaboration with the influencer is clearly defined, in terms of content, timing, and compensation. Influencer marketing can be an effective tool for nonprofits, provided it is used wisely and ethically. By working with relevant influencers and respecting the association's values and missions, this strategy can help reach new audiences and strengthen the association's engagement and awareness.

5. Emailing for associations

Email marketing is an effective communication strategy for nonprofits seeking to engage their communities and promote their initiatives. This strategy allows them to reach a wide audience and send personalized, targeted messages.

Nonprofits can use email marketing to inform their community about the latest news, upcoming events, and calls to action. Emails can also be used to thank donors, volunteers, and partners, and to encourage engagement and participation in specific initiatives.

For email marketing to be effective, it's important to segment your mailing list based on recipient interests and behaviors to send relevant and personalized messages. Emails should also be clear, concise, and engaging, with clear calls to action and professional formatting.

Finally, it is important to measure the effectiveness of emailing by tracking open, click-through, and conversion rates, adding UTMs, and adjusting the strategy based on the results. Emailing can be an effective tool for nonprofits looking to increase engagement and promote their efforts, provided it is used strategically and in a targeted manner (avoid basic purchases). SMS generally displays higher open and response rates for younger audiences.

In conclusion, the marketing levers available to associations are complex and numerous. Unless they have a marketing team of more than five people, many organizations find that hiring expert agencies to implement these levers is a cost-effective solution.  Agencies have the necessary expertise and know-how to help your organization, often at a lower cost than employing full-time staff.