{"id":8192,"date":"2026-08-10T17:20:07","date_gmt":"2026-08-10T17:20:07","guid":{"rendered":"https:\/\/www.npomarketing.org\/insights\/pourquoi-les-soutiens-abandonnent-les-parcours-de-dons-en-ligne\/"},"modified":"2026-08-19T19:23:13","modified_gmt":"2026-08-19T19:23:13","slug":"pourquoi-les-soutiens-abandonnent-les-parcours-de-dons-en-ligne","status":"publish","type":"post","link":"https:\/\/www.npomarketing.org\/fr\/insights\/pourquoi-les-soutiens-abandonnent-les-parcours-de-dons-en-ligne\/","title":{"rendered":"Pourquoi les soutiens abandonnent les parcours de dons en ligne"},"content":{"rendered":"\n

Lorsqu\u2019une personne atteint une page de dons, elle a d\u00e9j\u00e0 manifest\u00e9 de l\u2019int\u00e9r\u00eat pour votre organisation. Pourtant, de nombreux donateurs potentiels partent sans avoir termin\u00e9 leur don. <\/p>\n\n

Le probl\u00e8me n\u2019est pas toujours un manque de g\u00e9n\u00e9rosit\u00e9. Souvent, le parcours cr\u00e9e de l\u2019incertitude ou demande plus d\u2019efforts que pr\u00e9vu. Comprendre ces obstacles peut aider \u00e0 am\u00e9liorer la collecte de fonds sans simplement d\u00e9penser plus pour l\u2019acquisition. <\/p>\n\n

La demande n\u2019est pas claire<\/h2>\n\n

Un message de collecte de fonds doit expliquer ce que le soutien permettra et pourquoi il est n\u00e9cessaire aujourd\u2019hui. Si quelqu\u2019un ne comprend pas l\u2019objectif de l\u2019appel, il peut reporter la d\u00e9cision ou partir. <\/p>\n\n

Connectez le message de campagne, la page d\u2019accueil et le formulaire de don. Un soutien ne devrait pas avoir l\u2019impression d\u2019\u00eatre entr\u00e9 dans un processus sans rapport apr\u00e8s avoir s\u00e9lectionn\u00e9 \u00ab Donner \u00bb. <\/p>\n\n

Le formulaire en demande trop<\/h2>\n\n

Chaque champ suppl\u00e9mentaire cr\u00e9e un effort. Certaines informations peuvent \u00eatre n\u00e9cessaires pour le traitement, la communication ou la r\u00e9glementation, mais d\u2019autres questions peuvent \u00eatre incluses uniquement parce qu\u2019elles pourraient \u00eatre utiles plus tard. <\/p>\n\n

Examinez chaque champ et demandez s\u2019il est n\u00e9cessaire au moment du don. Les questions optionnelles doivent \u00eatre clairement indiqu\u00e9es, et le formulaire doit fonctionner confortablement sur un appareil mobile. <\/p>\n\n

Les signaux de confiance manquent<\/h2>\n\n

Les donateurs ont besoin de confiance que leur paiement et leurs informations seront trait\u00e9s de mani\u00e8re responsable. Utilisez une exp\u00e9rience s\u00e9curis\u00e9e et professionnelle avec une image de marque reconnaissable, des coordonn\u00e9es claires et une explication accessible de la mani\u00e8re dont les donn\u00e9es seront utilis\u00e9es. <\/p>\n\n

Une redirection inattendue vers une plateforme de paiement sous une autre marque peut cr\u00e9er du doute. Si la redirection est n\u00e9cessaire, expliquez ce qui va se passer. <\/p>\n\n

<\/p>\n\n

\"un<\/figure>\n\n

<\/p>\n\n

Les options de paiement sont contraignantes<\/h2>\n\n

Un soutien peut abandonner un don si son mode de paiement pr\u00e9f\u00e9r\u00e9 n\u2019est pas disponible ou si le processus de paiement \u00e9choue.<\/p>\n\n

Testez r\u00e9guli\u00e8rement l\u2019ensemble du parcours entre appareils et types de paiement plut\u00f4t que de supposer que la plateforme fonctionne toujours correctement.<\/p>\n\n

Il n\u2019y a pas de choix de donner appropri\u00e9<\/h2>\n\n

Les montants des dons doivent fournir des conseils utiles sans que les gens se sentent contraints. Facilitez la s\u00e9lection d\u2019un autre montant et expliquez clairement les dons r\u00e9currents. <\/p>\n\n

L\u2019am\u00e9lioration doit se poursuivre apr\u00e8s la transaction. La page de confirmation et l\u2019email doivent remercier le donateur, expliquer la suite et poser les bases d\u2019une relation respectueuse. <\/p>\n\n

L\u2019optimisation des dons ne consiste pas \u00e0 mettre la pression sur les gens. Il s\u2019agit de supprimer les obstacles inutiles entre l\u2019intention d\u2019un soutien et l\u2019action qu\u2019il a choisie. <\/p>\n\n

Comment le marketing des ONG peut aider<\/h2>\n\n

Nous aidons les associations \u00e0 identifier les frictions dans les parcours de dons gr\u00e2ce \u00e0 l\u2019analyse, la relecture de formulaires, les tests d\u2019utilisabilit\u00e9 et l\u2019optimisation.<\/p>\n\n

Explorez l\u2019optimisation des dons<\/a><\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Lorsqu\u2019une personne atteint une page de dons, elle a d\u00e9j\u00e0 manifest\u00e9 de l\u2019int\u00e9r\u00eat pour votre organisation. Pourtant, de nombreux donateurs […]<\/p>\n","protected":false},"author":1,"featured_media":8139,"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":[24],"tags":[],"class_list":["post-8192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"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. 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