{"id":340619,"date":"2023-01-04T10:05:36","date_gmt":"2023-01-04T09:05:36","guid":{"rendered":"https:\/\/agence-samba.com\/?p=340619"},"modified":"2023-12-06T16:39:31","modified_gmt":"2023-12-06T15:39:31","slug":"les-5-piliers-de-la-communication-des-ong","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/les-5-piliers-de-la-communication-des-ong\/","title":{"rendered":"Les 5 piliers de la communication des ONG"},"content":{"rendered":"

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strat\u00e9gie de communication<\/h3>\n

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Les 5 piliers de la communication des ONG<\/h1>\n

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Aujourd\u2019hui dans le monde, ce sont plus de 10 millions d\u2019Organisations Non Gouvernementale<\/strong> qui luttent contre la faim, prot\u00e8gent la biodiversit\u00e9 ou d\u00e9fendent les droits des \u00e9trangers.<\/p>\n

Associations \u00e0 but non lucratif, ind\u00e9pendantes financi\u00e8rement et politiquement, les ONG tentent de rem\u00e9dier \u00e0 un syst\u00e8me d\u00e9faillant, gr\u00e2ce \u00e0 des actions de plaidoyer et de terrain. Pour mener \u00e0 bien ces missions, la communication constitue l\u2019un des outils les plus puissants. Comment structurer son discours et son image quand on est une Organisation Non Gouvernementale ? On fait le point sur les cinq piliers de la communication des ONG<\/strong>.<\/p>\n

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Identifier l\u2019ADN et les valeurs de son ONG<\/strong><\/h2>\n

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En France, on connait tous Handicap International<\/a><\/span> ou AIDES<\/span><\/a>. Outre ces organisations colossales, le pays r\u00e9pertorie plusieurs milliers d\u2019ONG. Pour tirer son \u00e9pingle du jeu, il est primordial de se lancer dans une d\u00e9marche d\u2019identit\u00e9 de marque<\/strong>. Oui, les organisations d\u2019int\u00e9r\u00eat public sont aussi des marques !<\/p>\n

Accompagn\u00e9 d\u2019experts, vous allez d\u00e9terminer l\u2019ADN de votre association<\/strong>. Quels sont vos engagements ? Quelle est votre valeur ajout\u00e9e ? Cette \u00e9tape pr\u00e9alable de tout plan de communication d\u2019une ONG est essentielle pour construire une image de marque forte et pertinente et vous offrir une vision sur le long terme. Ces bases pos\u00e9es, votre communication globale n\u2019en sera que plus claire aux yeux de votre public !<\/p>\n

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D\u00e9finir ses objectifs et ses cibles de communication<\/strong><\/h2>\n

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Quand on travaille la strat\u00e9gie de communication de son ONG se pose la question des objectifs<\/strong>.
Souhaitez-vous am\u00e9liorer la notori\u00e9t\u00e9 de votre organisation ? Susciter l\u2019engagement de votre audience avec des campagnes cr\u00e9atives et \u00e0 port\u00e9e \u00e9ducative ? Recruter des donateurs, des b\u00e9n\u00e9voles, des porte-paroles ? F\u00e9d\u00e9rer et fid\u00e9liser votre communaut\u00e9 ?<\/p>\n

Il vous faut \u00e9galement d\u00e9finir avec pr\u00e9cision votre cible de communication<\/strong> – \u201cle plus grand nombre\u201d n\u2019\u00e9tant pas une r\u00e9ponse satisfaisante ! L\u2019une des techniques consiste \u00e0 d\u00e9terminer des persona<\/strong>. Il s\u2019agit de dresser le portrait type de chacune de vos cibles, donateur, b\u00e9n\u00e9vole ou militant. Quel \u00e2ge a-t-il ? Quelle est sa situation professionnelle ? Quel est son m\u00e9dia de pr\u00e9dilection ? Pensez par ailleurs \u00e0 identifier vos cibles secondaires et vos prescripteurs, par exemple les journalistes ou les hommes politiques.<\/p>\n

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Construire un message audacieux pour la communication de son ONG<\/strong><\/h2>\n

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Famine, pauvret\u00e9, droits des enfants, \u00e9cologie… Les ONG doivent prendre la parole sur des sujets complexes, souvent n\u00e9gatifs. C\u2019est toute la particularit\u00e9 de la communication externe des ONG : mobiliser autour d\u2019une cause sans tomber dans le discours culpabilisant ni dans le pathos. Pour cela, faites preuve d\u2019audace et de cr\u00e9ativit\u00e9 dans votre strat\u00e9gie \u00e9ditoriale et vos visuels ! De nombreuses organisations l\u2019ont compris, avec des campagnes de communication s\u2019articulant autour d\u2019un storytelling fort. Exemple avec cette campagne de sensibilisation sign\u00e9e Action contre la Faim<\/a> :<\/span><\/p>\n

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Ici, le visuel et le texte jouent sur les \u00e9motions<\/strong>, v\u00e9hiculant un message impactant pour marquer les esprits.<\/span><\/p>\n

Le d\u00e9ploiement \u00e0 l\u2019international \u00e9tant r\u00e9pandu pour les ONG, ne l\u00e9sinez pas sur la traduction de vos projets de communication. De m\u00eame, envisagez les contours de votre communication d\u2019urgence – vous gagnerez en efficacit\u00e9 si une crise n\u00e9cessite le lancement d\u2019actions de communication.<\/span><\/p>\n

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Penser ses outils de communication et ses canaux de diffusion<\/strong><\/h2>\n

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On l\u2019a vu, la strat\u00e9gie de communication, l\u2019identit\u00e9 visuelle et la ligne \u00e9ditoriale sont des leviers majeurs de la communication des ONG. Pour d\u00e9ployer vos diff\u00e9rents supports de communication, de nombreux canaux sont \u00e0 votre disposition, en premier lieu la communication digitale<\/strong>. Les r\u00e9seaux sociaux, interactifs, constituent le lieu id\u00e9al pour dialoguer avec vos futurs militants \u00e0 des co\u00fbts peu \u00e9lev\u00e9s. Une strat\u00e9gie de contenu<\/strong>, sur votre site internet ou via du mailing, permet de prouver votre expertise et de d\u00e9voiler les coulisses de votre organisation, tout en d\u00e9veloppant votre e-reputation.<\/span><\/p>\n

D\u2019autres techniques de communication sont particuli\u00e8rement efficaces pour les ONG : citons les relations presse et l\u2019\u00e9v\u00e9nementiel pour gagner en notori\u00e9t\u00e9, ou encore le recours \u00e0 des influenceurs, de plus en plus r\u00e9pandu dans le milieu caritatif. Pour interpeller les donateurs et partenaires, la plaquette institutionnelle et le rapport annuel<\/strong> restent des supports incontournables en communication corporate. La cr\u00e9ation de communaut\u00e9s locales<\/strong> ou la formation des b\u00e9n\u00e9voles<\/strong> constituent enfin des outils alternatifs \u00e0 la port\u00e9e de toutes les ONG.<\/span><\/p>\n

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Communication des ONG : jouer la transparence<\/strong><\/h2>\n

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Le fait de mobiliser autour d’une cause et de d\u00e9pendre de donateurs implique n\u00e9cessairement une transparence dans sa communication<\/strong>. Combien a-t-on d\u00e9pens\u00e9 ? Qu’est-ce qui a \u00e9t\u00e9 mis en place concr\u00e8tement ? Ainsi, dans le cas d\u2019une collecte de fonds, il est tout aussi essentiel de communiquer en aval et en amont. Le <\/span>rapport d\u2019impact<\/a><\/span>, chaque ann\u00e9e, peut s\u2019av\u00e9rer un outil tr\u00e8s utile pour rendre compte des changements initi\u00e9s par son organisation. Une fa\u00e7on de prouver sa bonne foi et de conserver la confiance de sa communaut\u00e9<\/strong>.<\/span><\/p>\n

En outre, pour modifier les comportements et venir en aide aux plus d\u00e9munis, les ONG doivent in\u00e9vitablement utiliser des outils de marketing et communication. Loin des techniques peu \u00e9thiques utilis\u00e9es il y a quelques d\u00e9cennies, elles peuvent aujourd\u2019hui mettre en place une communication responsable<\/a><\/span>, o\u00f9 pr\u00e9vaut le respect de l\u2019humain et l\u2019authenticit\u00e9.<\/span><\/p>\n

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Action contre la faim<\/span><\/em><\/span><\/p>\n

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Vous \u00eates responsable de la communication d\u2019une Organisation Non Gouvernementale ? Notre <\/span>agence de communication responsable \u00e0 Toulouse<\/span><\/a><\/span> vous accompagne pour piloter la communication de votre ONG et construire un plan d\u2019action \u00e0 votre \u00e9chelle.<\/span><\/p>\n

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Nos articles sur la m\u00eame th\u00e9matique<\/h3>\n

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strat\u00e9gie de communicationLes 5 piliers de la communication des ONGAujourd\u2019hui dans le monde, ce sont plus de 10 millions d\u2019Organisations Non Gouvernementale qui luttent contre la faim, prot\u00e8gent la biodiversit\u00e9 ou d\u00e9fendent les droits des \u00e9trangers. Associations \u00e0 but non lucratif, ind\u00e9pendantes financi\u00e8rement et politiquement, les ONG tentent de rem\u00e9dier \u00e0 un syst\u00e8me d\u00e9faillant, gr\u00e2ce \u00e0 des actions de plaidoyer et de terrain. Pour mener \u00e0 bien ces missions, la communication constitue l\u2019un des outils les plus puissants. Comment structurer son discours et son image quand on est une Organisation Non Gouvernementale ? On fait le point sur les cinq piliers de la communication des ONG.Identifier l\u2019ADN et les valeurs de son ONGEn France, on connait tous Handicap International ou AIDES. Outre ces organisations colossales, le pays r\u00e9pertorie plusieurs milliers d\u2019ONG. Pour tirer son \u00e9pingle du jeu, il est primordial de se lancer dans une d\u00e9marche d\u2019identit\u00e9 de marque. Oui, les organisations d\u2019int\u00e9r\u00eat public sont aussi des marques ! Accompagn\u00e9 d\u2019experts, vous allez d\u00e9terminer l\u2019ADN de votre association. Quels sont vos engagements ? Quelle est votre valeur ajout\u00e9e ? Cette \u00e9tape pr\u00e9alable de tout plan de communication d\u2019une ONG est essentielle pour construire une image de marque forte et pertinente […]<\/p>\n","protected":false},"author":6,"featured_media":342483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1920","footnotes":""},"categories":[29,32],"tags":[],"class_list":["post-340619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable","category-strategie-de-communication"],"yoast_head":"\nLes 5 piliers de la communication des ONG – SAMBA<\/title>\n<meta name=\"description\" content=\"Comment structurer son discours en tant qu\u2019Organisation Non Gouvernementale ? 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