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
Les événements sont des moments clés pour les associations. Ils permettent de rassembler sa communauté, de présenter ses actions, de sensibiliser sur ses causes et de collecter des dons. Les événements peuvent prendre différentes formes : conférences, concerts, spectacles, tournois sportifs, etc. Pour réussir une communication événementielle, il est important de : - Définir clairement les objectifs de l'événement - Choisir le format adapté en fonction de sa cible et de ses objectifs - Promouvoir l'événement en amont en utilisant différents canaux (réseaux sociaux, mailing, affichage, etc.) - Faire participer sa communauté à la préparation de l'événement (bénévoles, sponsors, partenaires, etc.) - Assurer une bonne logistique le jour de l'événement pour garantir la satisfaction des participants
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
L'emailing est une stratégie de communication efficace pour les associations qui cherchent à engager leur communauté et à promouvoir leurs actions. Cette stratégie permet de toucher un public large et d'envoyer des messages personnalisés et ciblés.
Les associations peuvent utiliser l'emailing pour informer leur communauté des dernières actualités, des événements à venir et des appels à l'action. Les emails peuvent également être utilisés pour remercier les donateurs, les bénévoles et les partenaires, et pour encourager l'engagement et la participation à des actions spécifiques.
Pour que l'emailing soit efficace, il est important de segmenter la liste de diffusion en fonction des centres d'intérêt et des comportements des destinataires, afin d'envoyer des messages pertinents et personnalisés. Les emails doivent également être clairs, concis et attrayants, avec des appels à l'action clairs et une mise en forme professionnelle.
Enfin, il est important de mesurer l'efficacité de l'emailing en suivant les taux d'ouverture, de clics et de conversion, rajouter des utms et d'ajuster la stratégie en fonction des résultats. L'emailing peut être un outil efficace pour les associations qui cherchent à renforcer leur engagement et à promouvoir leurs actions, à condition d'être utilisé avec stratégie et de manière ciblée (Eviter les achats de base). Sur une cible plus jeune le SMS affiche généralement des taux d’ouverture et de réponse plus élevés
Pour conclure, les leviers marketing à disposition des associations sont complexes et nombreux. A moins d’avoir une équipe marketing de plus de 5 personnes, de nombreuses organisations constatent que l'embauche d’agences expertes pour mettre en œuvre ces leviers est une solution rentable. Agencies have the necessary expertise and know-howto help your organization, often at a lower cost than employing full-time staff.
