Managing an association is not easy and comes with many challenges: organization of events, recruitment of volunteers, cash management… For this last point, it is possible to arm yourself with one of the many solutions all-in-one to simplify the management of your payments. Open an Anytime online account may be an option. In addition to managing finances, associations face another difficulty: obtaining donations to defend their cause. How to motivate donors? How to communicate around your campaign? How to carry it out? So many questions that remain. Associative marketing can be a real ally in meeting all these challenges. Back to this strategy.
Associative marketing, a real development lever for associations
Companies, federations and NGOs have some similar goals. This is the case of the sustainability of their organization. To achieve this objective, it is necessary to find funding. In the case of an association, this generally involves collecting donations for the defended cause. A question, however, torments professionals in the associative world: how to encourage individuals to contribute?
Arousing their empathy is unfortunately not always enough. For this reason, associations are looking for effective levers. Among these, associative marketing. As its name suggests, this consists of using marketing techniques to recruit and retain members, volunteers or even sponsors.
Well implemented, associative marketing can be a key factor of development. It can help communicate strategically to find sponsors, create a relationship of trust with donors, and, of course, collect donations.
Also, it is very effective in developing your visibility and standing out from your competitors in an original way. We must keep in mind that, as for companies, this is a real market on which we must establish ourselves. At a time when there are 1.5 million associations according to INSEE, in other words, it is essential if you want to prosper. Associative marketing will not only allow you to do well, but also to promote your cause to your targets.
Associative marketing: some good practices to adopt
Associative marketing cannot be improvised. As with any digital strategy, you need to develop a well-crafted action plan. Some good practices should also be adopted. The first is to take care of your call for donations page. As a reminder, this is the showcase of your campaign. It should therefore be used to highlight the values and ambitions of your cause. The ideal is to use visuals, which are often more engaging than simple texts.
Whether you choose to write an article or design a video, it is important to promote authenticity. Your campaign should involve real people you’ve helped or worked with to support your cause. Testimonials from volunteers are also welcome. This emotional connection is necessary to carry out your project. Do not forget to relay your content on the communication channels where your target is.
To be successful with your campaign, it is essential to be careful about the tone you adopt. If you play the lesson giver, it could make your audience feel guilty. In this case, encouraging them to give becomes complicated. It is best to focus on passing on information so that potential donors identify with the people you are helping and become aware of your cause. Explain how they can do the same with others.
In short, association marketing is a profitable technique for forging new partnerships, attracting new volunteers and raising funds. The use of social media strategies and the regular creation of content are necessary to carry out your donation campaign.
