{"id":8176,"date":"2026-08-27T16:36:47","date_gmt":"2026-08-27T16:36:47","guid":{"rendered":"https:\/\/www.npomarketing.org\/?p=8176"},"modified":"2026-08-19T19:22:10","modified_gmt":"2026-08-19T19:22:10","slug":"pourquoi-la-strategie-marketing-pour-les-associations-devrait-commencer-par-la-mission-pas-par-les-canaux","status":"publish","type":"post","link":"https:\/\/www.npomarketing.org\/fr\/insights\/pourquoi-la-strategie-marketing-pour-les-associations-devrait-commencer-par-la-mission-pas-par-les-canaux\/","title":{"rendered":"Pourquoi la strat\u00e9gie marketing pour les associations devrait commencer par la mission, pas par les canaux"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les discussions sur le marketing des organisations \u00e0 but non lucratif commencent souvent par les canaux : devons-nous investir dans les r\u00e9seaux sociaux ? Avons-nous besoin de plus de campagnes par e-mail ? La publicit\u00e9 payante aiderait-elle ?  <\/p>\n\n<p class=\"wp-block-paragraph\">Ce sont des questions raisonnables, mais elles viennent trop t\u00f4t. Une strat\u00e9gie marketing solide commence par votre mission, vos priorit\u00e9s organisationnelles et vos audiences. Les canaux sont des m\u00e9canismes de diffusion. Ils ne peuvent pas d\u00e9terminer ce que votre organisation doit accomplir ni pourquoi quelqu\u2019un devrait y pr\u00eater attention.   <\/p>\n\n<h2 class=\"wp-block-heading\">Commencez par l\u2019objectif organisationnel<\/h2>\n\n<p class=\"wp-block-paragraph\">Avant de choisir une activit\u00e9 marketing, d\u00e9finissez le changement que vous souhaitez provoquer. Cela peut signifier attirer de nouveaux donateurs, recruter des b\u00e9n\u00e9voles, augmenter le nombre de membres, toucher les personnes ayant besoin d\u2019un service ou renforcer la compr\u00e9hension publique d\u2019un sujet. <\/p>\n\n<p class=\"wp-block-paragraph\">L\u2019objectif doit \u00eatre suffisamment pr\u00e9cis pour guider les d\u00e9cisions. \u00ab Accro\u00eetre la sensibilisation \u00bb est g\u00e9n\u00e9ralement trop large. Une prise de conscience parmi qui, sur quoi et dans quel but ?  <\/p>\n\n<h2 class=\"wp-block-heading\">Comprendre les personnes impliqu\u00e9es<\/h2>\n\n<p class=\"wp-block-paragraph\">La plupart des associations s\u2019adressent \u00e0 plusieurs publics avec des motivations diff\u00e9rentes. Un donateur peut vouloir des preuves que sa contribution fera une diff\u00e9rence. Un b\u00e9n\u00e9vole voudra peut-\u00eatre comprendre l\u2019engagement impliqu\u00e9. Un b\u00e9n\u00e9ficiaire peut avoir besoin de r\u00e9assurance, d\u2019accessibilit\u00e9 et d\u2019informations claires sur la fa\u00e7on dont on re\u00e7oit un soutien.   <\/p>\n\n<p class=\"wp-block-paragraph\">Essayer de communiquer avec tout le monde de la m\u00eame mani\u00e8re produit g\u00e9n\u00e9ralement un marketing g\u00e9n\u00e9rique. La recherche d\u2019audience, les entretiens avec les parties prenantes et les donn\u00e9es des soutiens peuvent aider \u00e0 identifier ce qui compte pour chaque groupe. <\/p>\n\n<h2 class=\"wp-block-heading\">Clarifiez votre message<\/h2>\n\n<p class=\"wp-block-paragraph\">Votre marketing doit expliquer :<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Quel probl\u00e8me ou besoin avez-vous de traiter<\/li>\n\n\n\n<li>Qui soutient votre travail<\/li>\n\n\n\n<li>Qu\u2019est-ce qui rend votre approche cr\u00e9dible<\/li>\n\n\n\n<li>Comment quelqu\u2019un peut participer<\/li>\n\n\n\n<li>Quelle diff\u00e9rence leur action peut faire<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Cette base cr\u00e9e de la coh\u00e9rence sans exiger que chaque communication utilise la m\u00eame formulation.<\/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\/op9epzlbx3s-1024x683.jpg\" alt=\"Les gens se rassemblent devant un b&#xE2;timent moderne avec des arbres.\" class=\"wp-image-7170\" srcset=\"https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/op9epzlbx3s-1024x683.jpg 1024w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/op9epzlbx3s-300x200.jpg 300w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/op9epzlbx3s-768x512.jpg 768w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/op9epzlbx3s-1536x1024.jpg 1536w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/op9epzlbx3s.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Choisir les cha\u00eenes en dernier<\/h2>\n\n<p class=\"wp-block-paragraph\">Une fois l\u2019objectif, le public et le message clairs, la s\u00e9lection des cha\u00eenes devient plus facile. La recherche peut \u00eatre utile lorsque les gens cherchent activement des informations. L\u2019email peut \u00eatre mieux adapt\u00e9 pour d\u00e9velopper des relations existantes. Les r\u00e9seaux sociaux peuvent attirer l\u2019attention, tandis que les pages d\u2019atterrissage cibl\u00e9es peuvent soutenir la conversion des campagnes.   <\/p>\n\n<p class=\"wp-block-paragraph\">Une strat\u00e9gie ax\u00e9e sur la mission facilite aussi le refus. Au lieu d\u2019utiliser une plateforme parce qu\u2019elle est populaire, vous pouvez \u00e9valuer si elle atteint les bonnes personnes et soutient un r\u00e9sultat significatif. <\/p>\n\n<p class=\"wp-block-paragraph\">En commen\u00e7ant par votre mission plut\u00f4t que vos outils, chaque canal a un r\u00f4le plus clair \u2014 et votre marketing devient plus coh\u00e9rent, intentionnel et efficace.<\/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 transformer les objectifs organisationnels, les besoins du public et les priorit\u00e9s de mission en strat\u00e9gies marketing cibl\u00e9es. Cela peut inclure la planification de l\u2019audience, le choix des cha\u00eenes, les priorit\u00e9s budg\u00e9taires, la mesure et une feuille de route de mise en \u0153uvre pratique. <\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.npomarketing.org\/fr\/strategie-numerique\/\">Explorez la strat\u00e9gie marketing<\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les discussions sur le marketing des organisations \u00e0 but non lucratif commencent souvent par les canaux : devons-nous investir dans [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8151,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","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":[38],"tags":[],"class_list":["post-8176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-marque"],"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":""},"_links":{"self":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8176","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/comments?post=8176"}],"version-history":[{"count":1,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8176\/revisions"}],"predecessor-version":[{"id":8177,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8176\/revisions\/8177"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/media\/8151"}],"wp:attachment":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/media?parent=8176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/categories?post=8176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/tags?post=8176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}