{"id":3269,"date":"2025-07-09T08:53:03","date_gmt":"2025-07-09T08:53:03","guid":{"rendered":"https:\/\/adsforchange.co\/?p=3269"},"modified":"2025-10-09T09:40:59","modified_gmt":"2025-10-09T09:40:59","slug":"le-5-meilleurs-leviers-marketing-pour-les-associations-edition-2023","status":"publish","type":"post","link":"https:\/\/adsforchange.co\/en\/le-5-meilleurs-leviers-marketing-pour-les-associations-edition-2023\/","title":{"rendered":"Association marketing levers: the 5 essentials"},"content":{"rendered":"

Les associations \u00e0 but non lucratif ont souvent pour mission de r\u00e9aliser des actions au profit d\u2019une cause, d\u2019un groupe de personnes ou d\u2019une communaut\u00e9. Cependant, pour pouvoir mener \u00e0 bien leurs projets, elles doivent \u00eatre en mesure de mobiliser des ressources, qu\u2019elles soient humaines, mat\u00e9rielles ou financi\u00e8res. C\u2019est l\u00e0 qu\u2019intervient le marketing associatif, qui consiste \u00e0 d\u00e9finir et mettre en \u0153uvre des strat\u00e9gies visant \u00e0 optimiser la visibilit\u00e9, la notori\u00e9t\u00e9 et l\u2019attractivit\u00e9 de l\u2019association. Dans cet article, nous allons explorer les diff\u00e9rents leviers marketing dont disposent les associations pour atteindre leurs objectifs. Nous verrons notamment comment utiliser les r\u00e9seaux sociaux, la communication \u00e9v\u00e9nementielle, la publicit\u00e9 en ligne, ou encore le marketing d\u2019influence pour renforcer la cr\u00e9dibilit\u00e9 et la l\u00e9gitimit\u00e9 de l\u2019association, mobiliser ses publics cibles, et attirer de nouveaux adh\u00e9rents ou donateurs.<\/em><\/p>\n

1. Social networks as a marketing lever for associations<\/h2>\n

Social networks have become essential tools for associations.\u00a0<\/strong><\/b>Ils permettent de toucher un public large et diversifi\u00e9, de communiquer de mani\u00e8re r\u00e9guli\u00e8re avec ses adh\u00e9rents et sympathisants, de partager des actualit\u00e9s, des photos, des vid\u00e9os, et de susciter l\u2019engagement de sa communaut\u00e9. Les principales plateformes sociales utilis\u00e9es par les associations sont Facebook, Twitter, Instagram, Tiktok. youtube et LinkedIn.<\/p>\n

\u00a0<\/p>\n

Pour maximiser l\u2019impact des r\u00e9seaux sociaux, il est important de :<\/strong><\/b><\/h3>\n
    \n
  • Choose the right platforms based on your target audience and objectives<\/li>\n
  • Create an editorial charter that defines the topics, frequency, tone and editorial line<\/li>\n
  • Publish quality content that meets the expectations of your community<\/li>\n
  • Interact with your community by responding to comments, sharing members' posts, etc.<\/li>\n
  • Using paid social media advertising to reach a wider audience<\/li>\n<\/ul>\n

    \u00a0<\/p>\n

    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.<\/p>\n

    2. Associative event communication<\/h2>\n

    Les \u00e9v\u00e9nements sont des moments cl\u00e9s pour les associations. Ils permettent de rassembler sa communaut\u00e9, de pr\u00e9senter ses actions, de sensibiliser sur ses causes et de collecter des dons. Les \u00e9v\u00e9nements peuvent prendre diff\u00e9rentes formes : conf\u00e9rences, concerts, spectacles, tournois sportifs, etc. Pour r\u00e9ussir une communication \u00e9v\u00e9nementielle, il est important de : \u2013 D\u00e9finir clairement les objectifs de l\u2019\u00e9v\u00e9nement \u2013 Choisir le format adapt\u00e9 en fonction de sa cible et de ses objectifs \u2013 Promouvoir l\u2019\u00e9v\u00e9nement en amont en utilisant diff\u00e9rents canaux (r\u00e9seaux sociaux, mailing, affichage, etc.) \u2013 Faire participer sa communaut\u00e9 \u00e0 la pr\u00e9paration de l\u2019\u00e9v\u00e9nement (b\u00e9n\u00e9voles, sponsors, partenaires, etc.) \u2013 Assurer une bonne logistique le jour de l\u2019\u00e9v\u00e9nement pour garantir la satisfaction des participants<\/span><\/p>\n

    3. Online advertising for associations<\/h2>\n

    La publicit\u00e9 en ligne est un outil puissant pour les associations. Elle permet de toucher un public large et cibl\u00e9, de promouvoir ses actions, d\u2019attirer de nouveaux adh\u00e9rents ou donateurs, et de collecter des fonds. Pour les associations qui disposent d\u2019un budget publicitaire limit\u00e9, le programme Google Ad Grants \u00a0 peut \u00eatre une solution int\u00e9ressante.<\/p>\n

    Online advertising for associations can take different forms, including:<\/strong><\/b><\/h3>\n
      \n
    • Les banni\u00e8res publicitaires (Display) : ce sont des annonces graphiques qui s\u2019affichent sur les sites web partenaires de la r\u00e9gie publicitaire. Elles rapportent gros volume de traffic \u00e0 faible prix \u00a0(entre 0,1 et 0.5 Euros) mais de plus faible qualit\u00e9.<\/li>\n
    • Les annonces textuelles : ce sont des annonces courtes qui s\u2019affichent dans les r\u00e9sultats de recherche Google. Plus concurrencieles (entre 0.5 et 10 euros), elles g\u00e9n\u00e8rent un traffic tr\u00e8s intentioniste (donateurs, b\u00e9n\u00e9vols\u2026)<\/li>\n
    • Les annonces vid\u00e9o : ce sont des vid\u00e9os publicitaires qui s\u2019affichent sur YouTube ou sur des sites partenaires.<\/li>\n
    • Les annonces sociales : Ce sont des annonces qui s\u2019affichent sur les r\u00e9seaux sociaux (Facebook, Instagram, Twitter, etc.).<\/li>\n<\/ul>\n

      \u00a0<\/p>\n

      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.\u00a0We can advise you free of charge on the most relevant advertising channels for your association.<\/strong><\/b><\/p>\n

      4. Influencer marketing for associations<\/h2>\n

      Le marketing d\u2019influence est une strat\u00e9gie de communication qui consiste \u00e0 collaborer avec des influenceurs pour promouvoir une marque ou une organisation. Cette strat\u00e9gie peut \u00e9galement \u00eatre utilis\u00e9e par les associations pour accro\u00eetre leur visibilit\u00e9, promouvoir leurs actions et atteindre de nouveaux publics. En travaillant avec des influenceurs pertinents pour leur cause, les associations peuvent toucher un public large et engag\u00e9, et gagner en cr\u00e9dibilit\u00e9 et en notori\u00e9t\u00e9. Les influenceurs peuvent par exemple partager des contenus sur les actions de l\u2019association, inciter leurs abonn\u00e9s \u00e0 faire des dons ou \u00e0 s\u2019engager b\u00e9n\u00e9volement, ou encore relayer les \u00e9v\u00e9nements organis\u00e9s par l\u2019association. Cependant, il est important de choisir les influenceurs avec soin, en v\u00e9rifiant leur coh\u00e9rence avec les valeurs et les actions de l\u2019association, ainsi que leur audience et leur engagement. Les associations doivent \u00e9galement s\u2019assurer que la collaboration avec l\u2019influenceur est clairement d\u00e9finie, en termes de contenu, de calendrier et de r\u00e9mun\u00e9ration. Le marketing d\u2019influence peut \u00eatre un outil efficace pour les associations, \u00e0 condition d\u2019\u00eatre utilis\u00e9 avec discernement et de mani\u00e8re \u00e9thique. En travaillant avec des influenceurs pertinents et en respectant les valeurs et les missions de l\u2019association, cette strat\u00e9gie peut permettre d\u2019atteindre de nouveaux publics et de renforcer l\u2019engagement et la notori\u00e9t\u00e9 de l\u2019association.<\/span><\/p>\n

      5. Emailing for associations<\/h2>\n

      L\u2019emailing est une strat\u00e9gie de communication efficace pour les associations qui cherchent \u00e0 engager leur communaut\u00e9 et \u00e0 promouvoir leurs actions. Cette strat\u00e9gie permet de toucher un public large et d\u2019envoyer des messages personnalis\u00e9s et cibl\u00e9s.<\/p>\n

      Les associations peuvent utiliser l\u2019emailing pour informer leur communaut\u00e9 des derni\u00e8res actualit\u00e9s, des \u00e9v\u00e9nements \u00e0 venir et des appels \u00e0 l\u2019action. Les emails peuvent \u00e9galement \u00eatre utilis\u00e9s pour remercier les donateurs, les b\u00e9n\u00e9voles et les partenaires, et pour encourager l\u2019engagement et la participation \u00e0 des actions sp\u00e9cifiques.<\/p>\n

      Pour que l\u2019emailing soit efficace, il est important de segmenter la liste de diffusion en fonction des centres d\u2019int\u00e9r\u00eat et des comportements des destinataires, afin d\u2019envoyer des messages pertinents et personnalis\u00e9s. Les emails doivent \u00e9galement \u00eatre clairs, concis et attrayants, avec des appels \u00e0 l\u2019action clairs et une mise en forme professionnelle.<\/p>\n

      Enfin, il est important de mesurer l\u2019efficacit\u00e9 de l\u2019emailing en suivant les taux d\u2019ouverture, de clics et de conversion, rajouter des utms et d\u2019ajuster la strat\u00e9gie en fonction des r\u00e9sultats. L\u2019emailing peut \u00eatre un outil efficace pour les associations qui cherchent \u00e0 renforcer leur engagement et \u00e0 promouvoir leurs actions, \u00e0 condition d\u2019\u00eatre utilis\u00e9 avec strat\u00e9gie et de mani\u00e8re cibl\u00e9e (Eviter les achats de base). Sur une cible plus jeune le SMS affiche g\u00e9n\u00e9ralement des taux d\u2019ouverture et de r\u00e9ponse plus \u00e9lev\u00e9s<\/p>\n

      \u00a0<\/p>\n

      Pour conclure, les leviers marketing \u00e0 disposition des associations sont complexes et nombreux. A moins d\u2019avoir une \u00e9quipe marketing de plus de 5 personnes, de nombreuses organisations constatent que l\u2019embauche d\u2019agences expertes pour mettre en \u0153uvre ces leviers est une solution rentable.\u00a0\u00a0Les agences poss\u00e8dent l\u2019expertise et le savoir-faire n\u00e9cessaires\u00a0<\/strong><\/b>pour aider votre organisation, souvent \u00e0 moindre co\u00fbt que d\u2019employer du personnel \u00e0 temps plein.<\/p>","protected":false},"excerpt":{"rendered":"

      Les associations \u00e0 but non lucratif ont souvent pour mission de r\u00e9aliser des actions au profit d\u2019une cause, d\u2019un groupe de personnes ou d\u2019une communaut\u00e9. Cependant, pour pouvoir mener \u00e0 bien leurs projets, elles doivent \u00eatre en mesure de mobiliser des ressources, qu\u2019elles soient humaines, mat\u00e9rielles ou financi\u00e8res. C\u2019est l\u00e0 qu\u2019intervient le marketing associatif, qui […]<\/p>\n","protected":false},"author":3,"featured_media":3274,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-3269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association"],"acf":[],"yoast_head":"\nLeviers marketing associations : les 5 incontournables - Ads for change<\/title>\n<meta name=\"description\" content=\"Article d\u00e9taillant les 5 leviers marketing les plus efficaces pour les associations avec conseils pratiques pour maximiser l\u2019impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adsforchange.co\/en\/le-5-meilleurs-leviers-marketing-pour-les-associations-edition-2023\/\" \/>\n<meta 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href=\"https:\/\/adsforchange.co\/en\/category\/association\/\" rel=\"category tag\">Association<\/a>","rttpg_excerpt":"Les associations \u00e0 but non lucratif ont souvent pour mission de r\u00e9aliser des actions au profit d\u2019une cause, d\u2019un groupe de personnes ou d\u2019une communaut\u00e9. 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