{"id":336749,"date":"2021-09-21T17:13:52","date_gmt":"2021-09-21T15:13:52","guid":{"rendered":"https:\/\/agence-samba.com\/?page_id=336749"},"modified":"2024-02-15T09:55:04","modified_gmt":"2024-02-15T08:55:04","slug":"comment-communiquer-quand-on-est-une-association","status":"publish","type":"page","link":"https:\/\/agence-samba.com\/en\/agence-de-communication-ethique-et-responsable\/comment-communiquer-quand-on-est-une-association\/","title":{"rendered":"Comment communiquer quand on est une association ?"},"content":{"rendered":"

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Comment communiquer quand on est une association ?<\/h1>\n

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Souvent pris dans la gestion quotidienne et l\u2019organisation des \u00e9v\u00e8nements \u00e0 venir, les diff\u00e9rents acteurs du milieu associatif (pr\u00e9sident, bureau et b\u00e9n\u00e9voles) n\u2019ont g\u00e9n\u00e9ralement que peu de temps et d\u2019\u00e9nergie \u00e0 accorder \u00e0 la strategie\u00a0communication<\/a><\/span>\u00a0l’association.<\/p>\n

Pourtant, le fonctionnement du mod\u00e8le associatif<\/a><\/span> repose grandement sur la communication<\/strong>, autant pour la cr\u00e9ation que pour la p\u00e9rennit\u00e9 et l\u2019agrandissement d\u2019une structure, qui se doit de pouvoir convoyer son message pour exister.
SAMBA vous propose de d\u00e9couvrir les enjeux d\u2019une bonne strategie de communication association, les \u00e9tapes cl\u00e9s pour la mettre en place et quelques conseils pour assurer sa r\u00e9ussite.<\/strong><\/p>\n

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Pourquoi la communication ne doit pas \u00eatre mise de c\u00f4t\u00e9 ?<\/h2>\n

Les associations doivent \u00eatre en mesure de communiquer aupr\u00e8s d\u2019un large public pour, d\u2019une part, susciter l\u2019engagement<\/a><\/span> n\u00e9cessaire \u00e0 la cr\u00e9ation d\u2019une structure associative<\/strong> et recruter et\/ou fid\u00e9liser assez de b\u00e9n\u00e9voles pour assurer la vie de l\u2019association et, d\u2019autre part, toucher de nouvelles personnes (ou prospects), trouver de nouveaux partenaires, obtenir une reconnaissance ou des financements institutionnels\u2026 Bref, pour exister !<\/p>\n

On consid\u00e8re que la communication globale d\u2019une structure est constitu\u00e9e par la communication interne et la communication externe.<\/strong><\/p>\n

La premi\u00e8re est con\u00e7ue pour faire passer l\u2019information (quelle qu\u2019elle soit) parmi les diff\u00e9rents membres de l\u2019association. Elle peut passer par diff\u00e9rents moyens de communication<\/strong> : une newsletter et\/ou une campagne de mailing, une page priv\u00e9e sur les r\u00e9seaux sociaux, groupe de discussion sur une messagerie instantan\u00e9e\u2026 Cela d\u00e9pend de multiples param\u00e8tres sur lesquels nous reviendrons plus bas. Son principal objectif est la fid\u00e9lisation des membres et la passation d\u2019informations.<\/strong><\/p>\n

La communication externe, elle, vise un public-cible ext\u00e9rieur \u00e0 votre association<\/strong>, qui, a priori, ne vous conna\u00eet pas. Elle peut s\u2019adresser \u00e0 une institution, au grand public (donc \u00e0 un prospect), \u00e0 des partenaires, des homologues\u2026 L\u00e0 encore, les supports et canaux de communication doivent \u00eatre bien choisis pour atteindre leur cibles et leurs objectifs.<\/strong><\/p>\n

Les outils de communication et axes de travail \u00e0 envisager en interne et externe pour la mise en place de strat\u00e9gies de communication et de publicit\u00e9 sont nombreux et vari\u00e9s : m\u00e9dias sociaux, webmarketing, strat\u00e9gie digitale, cr\u00e9ation ou refonte de votre site internet ou de votre identit\u00e9 visuelle, travail sur votre r\u00e9f\u00e9rencement naturel sur les moteurs de recherche, strat\u00e9gie de contenu…
Ce qu\u2019il faut retenir, c\u2019est que la communication au sens large est indissociable de l\u2019association<\/strong>, et m\u00e9rite qu\u2019on lui accorde une plus grande attention afin d\u2019en faire un outil au service de votre structure. Ainsi, mettre en place une strat\u00e9gie de communication adapt\u00e9e \u00e0 votre association est l\u2019un des meilleurs leviers pour la faire vivre et grandir.<\/p>\n

[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2021\/10\/communication-asso-2.jpg\u00a0\u00bb title_text=\u00a0\u00bbbrooke-cagle–uHVRvDr7pg-unsplash\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb80%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_padding=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb2%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb max_width=\u00a0\u00bb900px\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb40px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb20px||0px||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ text_font=\u00a0\u00bbMulish||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb23px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.4em\u00a0\u00bb header_3_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#192F91″ header_3_font_size=\u00a0\u00bb18px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.3em\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb20px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb15px||15px||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ header_2_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_3_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_3_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_3_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Strategie de communication<\/a> association, comment la cr\u00e9er ?<\/h2>\n

Si les retomb\u00e9es positives d\u2019une bonne strat\u00e9gie de communication sont \u00e9videntes, encore faut-il pouvoir mettre en place les bonnes actions au bon moment.
Voici quelques \u00e9tapes simples qui vous permettront de r\u00e9fl\u00e9chir \u00e0 une strat\u00e9gie de communication qui sera \u00e0 la fois adapt\u00e9e \u00e0 vos valeurs et \u00e0 vos moyens financiers et humains pour atteindre vos objectifs.
Ces r\u00e9flexions sont un pr\u00e9alable essentiel \u00e0 la mise en \u0153uvre de votre strategie de communication association<\/strong>, que vous choisissiez de vous lancer seul ou bien accompagn\u00e9 par une agence de communication sp\u00e9cialis\u00e9e.<\/p>\n

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Faire le point sur ce qui existe d\u00e9j\u00e0 : l’audit de communication<\/h3>\n

Bien qu\u2019\u00e9vidente, cette premi\u00e8re \u00e9tape est souvent saut\u00e9e lors des premi\u00e8res r\u00e9flexions men\u00e9es autour de la communication<\/a><\/span> d\u2019une structure, qu\u2019il s\u2019agisse d\u2019une association ou non. N\u00e9anmoins, faire le bilan des actions de communication men\u00e9es jusque l\u00e0 et des forces et faiblesses du plan de communication actuel est une \u00e9tape pr\u00e9paratoire essentielle pour d\u00e9finir une strat\u00e9gie claire.
Prenez \u00e9galement le temps de d\u00e9finir clairement votre association<\/strong> : votre vision, votre message, votre mission, vos valeurs, votre positionnement\u2026 Tout ce qui d\u00e9finit votre structure et la diff\u00e9rencie de ses homologues, soit votre image de marque.<\/p>\n

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Identifier vos interlocuteurs<\/h3>\n

Cette \u00e9tape est probablement l\u2019une des plus importantes puisque c\u2019est en connaissant bien votre interlocuteur (ou cible) que vous pourrez adapter votre message<\/strong>, tant vis-\u00e0-vis du fond que de la forme.<\/p>\n

On parle volontiers de persona<\/em> ou encore de client id\u00e9al<\/em>, un concept issu du marketing qui permet de d\u00e9finir les probl\u00e9matiques et sp\u00e9cificit\u00e9s des personnes \u00e0 qui votre structure propose une solution. Si le mod\u00e8le associatif n\u2019existe pas pour g\u00e9n\u00e9rer du profit, toujours est-il qu\u2019il doit toucher des adh\u00e9rents et g\u00e9n\u00e9rer assez de dons ou financements pour subsister !<\/strong><\/p>\n

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D\u00e9finir les objectifs de votre strat\u00e9gie de communication association<\/h3>\n

Une fois le bilan dress\u00e9, il est bien plus facile de se fixer des objectifs raisonnables en termes de communication<\/strong> pour d\u00e9finir une strat\u00e9gie claire. Dans un premier temps, r\u00e9fl\u00e9chissez aux besoins de votre association<\/a><\/span><\/strong> : recruter de nouveaux b\u00e9n\u00e9voles ? Toucher de nouveaux adh\u00e9rents ? Trouver un financement ? Lancer de nouvelles activit\u00e9s ?<\/p>\n

Listez les raisons pour lesquelles vous avez besoin de communiquer et \u00e9tablissez clairement les priorit\u00e9s, cela vous \u00e9vitera de vous disperser, un pi\u00e8ge classique quand on lance un projet de communication. C\u2019est \u00e9galement d\u00e8s cette \u00e9tape que la question des budgets doit \u00eatre abord\u00e9e. Faites le point sur les fonds que vous pouvez allouer aux missions de communication<\/strong> : impression de flyers, salaire d\u2019un community manager, recrutement d\u2019un ou d\u2019une charg\u00e9 de communication, r\u00e8glements dus aux diff\u00e9rents prestataires\u2026[\/et_pb_text][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bbMulish||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb23px\u00a0\u00bb header_3_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#192F91″ header_3_font_size=\u00a0\u00bb18px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.3em\u00a0\u00bb background_color=\u00a0\u00bb#fffaec\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb30px|30px|30px|30px|true|true\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_3_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_3_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_3_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb background_color__hover=\u00a0\u00bb#FFFFFF\u00a0\u00bb background__hover_enabled=\u00a0\u00bbon|desktop\u00a0\u00bb background_enable_color__hover=\u00a0\u00bbon\u00a0\u00bb]<\/p>\n

R\u00e9diger les messages \u00e0 faire passer et les supports de communication \u00e0 privil\u00e9gier<\/h3>\n

Lorsque vos interlocuteurs sont clairement identifi\u00e9s, ainsi que les objectifs de votre campagne de communication, il est beaucoup plus simple de r\u00e9diger les messages que vous souhaitez faire passer. En parall\u00e8le, choisissez les supports de communication les plus pertinents pour votre cible<\/strong> et votre message.<\/p>\n

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Lancer la campagne, \u00e9valuer et ajuster au n\u00e9cessaire !<\/h3>\n

Lorsque vous aurez \u00e9tabli une strat\u00e9gie de communication et pr\u00e9par\u00e9 vos messages et supports, il ne vous restera plus qu\u2019\u00e0 lancer votre op\u00e9ration de communication ! Veillez \u00e0 pr\u00e9parer un planning regroupant toutes les actions \u00e0 mener et dates de lancement<\/strong> pour plus de clart\u00e9 et une meilleure organisation.
Quelques temps apr\u00e8s avoir mis en place vos premiers projets de communication, vous pourrez en \u00e9valuer les r\u00e9sultats et adapter, s\u2019il y a lieu, votre strat\u00e9gie.<\/p>\n

Cr\u00e9er une strategie de communication association qui correspond \u00e0 vos valeurs, objectifs et projets est une \u00e9tape indispensable pour assurer le d\u00e9veloppement et la p\u00e9rennit\u00e9 de votre structure.
De plus, cela ne remet en aucun cas en cause les engagements \u00e9thiques que vous portez car il est tout \u00e0 fait possible de faire de la communication responsable<\/strong> en privil\u00e9giant des outils et supports \u00e9thiques pour porter des messages sinc\u00e8res quant aux actions que vous menez.
N\u2019h\u00e9sitez pas \u00e0 confier la cr\u00e9ation de votre strategie de communication association \u00e0 une agence sp\u00e9cialis\u00e9e dans la communication association, vous serez ainsi s\u00fbr de trouver un interlocuteur qui comprend les enjeux de votre mod\u00e8le ainsi que vos engagements et valeurs.<\/p>\n

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Sur le m\u00eame sujet…<\/h6>\n

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Comment communiquer quand on est une association ?Souvent pris dans la gestion quotidienne et l\u2019organisation des \u00e9v\u00e8nements \u00e0 venir, les diff\u00e9rents acteurs du milieu associatif (pr\u00e9sident, bureau et b\u00e9n\u00e9voles) n\u2019ont g\u00e9n\u00e9ralement que peu de temps et d\u2019\u00e9nergie \u00e0 accorder \u00e0 la strategie\u00a0communication\u00a0l’association. Pourtant, le fonctionnement du mod\u00e8le associatif repose grandement sur la communication, autant pour la cr\u00e9ation que pour la p\u00e9rennit\u00e9 et l\u2019agrandissement d\u2019une structure, qui se doit de pouvoir convoyer son message pour exister.SAMBA vous propose de d\u00e9couvrir les enjeux d\u2019une bonne strategie de communication association, les \u00e9tapes cl\u00e9s pour la mettre en place et quelques conseils pour assurer sa r\u00e9ussite.Pourquoi la communication ne doit pas \u00eatre mise de c\u00f4t\u00e9 ? Les associations doivent \u00eatre en mesure de communiquer aupr\u00e8s d\u2019un large public pour, d\u2019une part, susciter l\u2019engagement n\u00e9cessaire \u00e0 la cr\u00e9ation d\u2019une structure associative et recruter et\/ou fid\u00e9liser assez de b\u00e9n\u00e9voles pour assurer la vie de l\u2019association et, d\u2019autre part, toucher de nouvelles personnes (ou prospects), trouver de nouveaux partenaires, obtenir une reconnaissance ou des financements institutionnels\u2026 Bref, pour exister ! On consid\u00e8re que la communication globale d\u2019une structure est constitu\u00e9e par la communication interne et la communication externe. La premi\u00e8re est con\u00e7ue pour faire passer l\u2019information (quelle […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":335189,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-336749","page","type-page","status-publish","hentry"],"yoast_head":"\nStrat\u00e9gie de communication association, les r\u00e8gles du jeu - par SAMBA<\/title>\n<meta name=\"description\" content=\"La communication association : comment s\u2019y prendre pour mettre en place un plan de com adapt\u00e9 \u00e0 vos objectifs et votre \u00e9thique ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agence-samba.com\/en\/agence-de-communication-ethique-et-responsable\/comment-communiquer-quand-on-est-une-association\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strat\u00e9gie de communication association, les r\u00e8gles du jeu - 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