{"id":8164,"date":"2026-09-30T17:49:18","date_gmt":"2026-09-30T17:49:18","guid":{"rendered":"https:\/\/www.npomarketing.org\/?p=8164"},"modified":"2026-08-19T19:21:30","modified_gmt":"2026-08-19T19:21:30","slug":"comment-choisir-des-kpi-marketing-a-but-non-lucratif-qui-comptent-reellement","status":"publish","type":"post","link":"https:\/\/www.npomarketing.org\/fr\/insights\/comment-choisir-des-kpi-marketing-a-but-non-lucratif-qui-comptent-reellement\/","title":{"rendered":"Comment choisir des KPI marketing \u00e0 but non lucratif qui comptent r\u00e9ellement"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les plateformes num\u00e9riques facilitent la collecte de num\u00e9ros. Les sites web fournissent des rapports de trafic, les outils d\u2019e-mail comptent les ouvertures et les clics, et les plateformes sociales affichent la port\u00e9e et l\u2019engagement. <\/p>\n\n<p class=\"wp-block-paragraph\">Le d\u00e9fi est de d\u00e9terminer quelles mesures aident votre association \u00e0 prendre des d\u00e9cisions. Un KPI utile n\u2019est pas simplement un chiffre qui change. Elle relie l\u2019activit\u00e9 \u00e0 un objectif organisationnel.  <\/p>\n\n<h2 class=\"wp-block-heading\">Commencez par la d\u00e9cision<\/h2>\n\n<p class=\"wp-block-paragraph\">Avant de s\u00e9lectionner une m\u00e9trique, demandez quelle d\u00e9cision l\u2019information doit soutenir.<\/p>\n\n<p class=\"wp-block-paragraph\">D\u00e9cidez-vous o\u00f9 investir le budget de campagne, comment am\u00e9liorer l\u2019acquisition de donateurs ou si un processus de recrutement de b\u00e9n\u00e9voles fonctionne ?<\/p>\n\n<p class=\"wp-block-paragraph\">Si personne ne sait quelle action suivrait un changement de chiffre, cela peut \u00eatre des donn\u00e9es int\u00e9ressantes plut\u00f4t qu\u2019un indicateur cl\u00e9 de performance.<\/p>\n\n<h2 class=\"wp-block-heading\">Relier les objectifs aux actions de l\u2019audience<\/h2>\n\n<p class=\"wp-block-paragraph\">Traduisez les objectifs g\u00e9n\u00e9raux en \u00e9tapes observables. Si l\u2019objectif est d\u2019augmenter la participation des b\u00e9n\u00e9voles, le parcours peut inclure la visite d\u2019une page d\u2019opportunit\u00e9, le lancement d\u2019une candidature, la soumission, la participation \u00e0 une initiation et la prise en charge. <\/p>\n\n<p class=\"wp-block-paragraph\">Cela cr\u00e9e plusieurs types de mesures :<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Port\u00e9e :<\/strong> Les personnes concern\u00e9es ont-elles rencontr\u00e9 cette opportunit\u00e9 ?<\/li>\n\n\n\n<li><strong>Engagement :<\/strong> Ont-ils explor\u00e9 l\u2019information ?<\/li>\n\n\n\n<li><strong>Transformation :<\/strong> Ont-ils accompli l\u2019action pr\u00e9vue ?<\/li>\n\n\n\n<li><strong>Qualit\u00e9 :<\/strong> Les candidatures \u00e9taient-elles appropri\u00e9es ?<\/li>\n\n\n\n<li><strong>R\u00e9tention :<\/strong> La participation a-t-elle continu\u00e9 ?<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Aucun chiffre n\u2019explique tout le parcours.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw-1024x683.jpg\" alt=\"Jeune femme en hijab parle dans le micro, une autre femme &#xE9;coute.\" class=\"wp-image-7216\" srcset=\"https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw-1024x683.jpg 1024w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw-300x200.jpg 300w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw-768x512.jpg 768w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw-1536x1024.jpg 1536w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/owdh_ufl6vw.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">Distinguer les r\u00e9sultats des r\u00e9sultats<\/h2>\n\n<p class=\"wp-block-paragraph\">Les r\u00e9sultats marketing incluent le lancement de campagnes, la publication de contenu et l\u2019envoi d\u2019emails. Celles-ci d\u00e9montrent de l\u2019activit\u00e9 mais pas n\u00e9cessairement des progr\u00e8s. <\/p>\n\n<p class=\"wp-block-paragraph\">Les r\u00e9sultats d\u00e9crivent ce qui s\u2019est pass\u00e9 \u00e0 cause de cette activit\u00e9 : dons effectu\u00e9s, b\u00e9n\u00e9voles recrut\u00e9s, membres renouvel\u00e9s ou b\u00e9n\u00e9ficiaires li\u00e9s \u00e0 un service.<\/p>\n\n<p class=\"wp-block-paragraph\">Les deux peuvent \u00eatre utiles, mais le reporting doit clairement faire la distinction.<\/p>\n\n<h2 class=\"wp-block-heading\">Utilisation du contexte<\/h2>\n\n<p class=\"wp-block-paragraph\">Un taux de conversion sans volume peut \u00eatre trompeur. Un total sans comparaison peut \u00eatre difficile \u00e0 interpr\u00e9ter. <\/p>\n\n<p class=\"wp-block-paragraph\">Pr\u00e9sentez les KPI avec le contexte tel que les performances pr\u00e9c\u00e9dentes, les objectifs, les segments d\u2019audience ou les co\u00fbts de campagne. \u00c9vitez de cr\u00e9er des cibles uniquement parce qu\u2019une plateforme fournit un point de r\u00e9f\u00e9rence. <\/p>\n\n<h2 class=\"wp-block-heading\">Gardez le cadre g\u00e9rable<\/h2>\n\n<p class=\"wp-block-paragraph\">Un tableau de bord contenant des dizaines de KPI peut masquer les priorit\u00e9s. Les \u00e9quipes de campagne peuvent n\u00e9cessiter des d\u00e9tails op\u00e9rationnels, tandis que les dirigeants et les conseils d\u2019administration doivent g\u00e9n\u00e9ralement avoir une vision concise des progr\u00e8s, des risques et des d\u00e9cisions. <\/p>\n\n<p class=\"wp-block-paragraph\">Les meilleurs indicateurs cl\u00e9s de performance cr\u00e9ent la mise au point. Ils aident votre organisation \u00e0 comprendre si le marketing touche les personnes concern\u00e9es, inspire des actions r\u00e9elles et contribue \u00e0 la mission. <\/p>\n\n<h2 class=\"wp-block-heading\">Comment le marketing des ONG peut aider<\/h2>\n\n<p class=\"wp-block-paragraph\">Nous aidons les associations \u00e0 relier les objectifs organisationnels \u00e0 des KPI pertinents, des cadres de mesure et des normes de suivi de campagne.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.npomarketing.org\/fr\/rapports-tableaux-de-bord\/\" data-type=\"page\" data-id=\"378\">Explorer la strat\u00e9gie de mesure<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les plateformes num\u00e9riques facilitent la collecte de num\u00e9ros. Les sites web fournissent des rapports de trafic, les outils d\u2019e-mail comptent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8129,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[35],"tags":[],"class_list":["post-8164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyse-insights-reporting"],"acf":{"page_category":[],"main_description":"","first_paragraph_title":"","first_paragraph_text":"","service_description_text_1":"","service_description_text_2":"","what_makes_it_different_title":"","what_makes_it_different_advantage_1":"","what_makes_it_different_advantage_2":"","what_makes_it_different_advantage_3":"","what_makes_it_different_advantage_4":"","expertise_title":"","expertise_text":"","subexpertise__1_title":"","subexpertise__1_description":"","subexpertise__2_title":"","subexpertise__2_description":"","subexpertise__3_title":"","subexpertise__3_description":"","cta_title":"","cta_text":"","custom_block_1_title":"LET\u2019S MAKE YOUR MARKETING WORK HARDER FOR YOUR MISSION","custom_block_1_text":"Tell us what your organisation is trying to achieve, where you are facing challenges and what support you need. We\u2019ll help you identify a practical way forward.","custom_block_1_cta":"Schedule a Free Consultation","main_image_1":"","service_description_image_1":"","service_description_-_image_2":"","what_makes_us_different_image":"","expertise_image":"","cta_image_1":"","cta_image_2":"","cta_image_3":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment choisir des KPI marketing \u00e0 but non lucratif qui comptent r\u00e9ellement | Laboratoire d&#039;analyse num\u00e9rique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.npomarketing.org\/fr\/insights\/comment-choisir-des-kpi-marketing-a-but-non-lucratif-qui-comptent-reellement\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment choisir des KPI marketing \u00e0 but non lucratif qui comptent r\u00e9ellement | Laboratoire d&#039;analyse num\u00e9rique\" \/>\n<meta property=\"og:description\" content=\"Les plateformes num\u00e9riques facilitent la collecte de num\u00e9ros. 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