Definition of associative marketing

 

Being at the head of an association is not easy. Between emergencies, lack of resources, reporting and so on, you must also aim to achieve your long-term goals. With the advent of digital, associative marketing is a decisive ally to help you promote the actions of your association. Shedding light on this notion.

Definition of associative marketing

Also known as “non-profit marketing,” association marketing uses marketing techniques just like a business or commercial organization would. He puts himself at the service of associations under the 1901 law, NGOs or even non-profit organizations ( source ), the “non-profit” in original version. In the age of the connected consumer, putting  marketing at the service of your association necessarily means using digital technology to recruit and retain members, volunteers, sponsors and partners. By helping you promote your cause, association marketing also helps you strengthen your credibility. to your targets and to stand out from “competing” organizations.

Now that you are used to with this concept, it is time to recognize how it works and why you should in turn apply it to your association.

Grow your association

First, and even if this is not customary in associations, we must accept that the marketing of an association works like that of a company, created with a specific goal, which it aims to sell its products and services, attract more customers, promote its  brand, increase its notoriety and obviously, generate sales to ensure its sustainability.

And like in a business, the purpose of marketing is to generate growth . Of course, not just any old way. It is quite possible to grow up and do so in a in charge and controlled manner. As such, digital offers many opportunities.

Indeed, associative marketing allows you to communicate strategically with your members, your donors and other donors on the same channel:

•             possibility of canvassing partners so to  increase your contributions and other sources of funding

•             reduction in “customer” acquisition cost

•             follow the course, donor

•             collect donations ...

 

To do this, you will need structuring tools like an  automated marketing tool and a CRM.

•             The marketing automation offers you the opportunity to optimize your time and focus on high-value tasks such as looking for donors, improve the relationship with your volunteers, the automation of certain tasks, etc.

•             The CRM tool  will allow you to organize  and structure teamwork tasks . You thus become responsive to requests from your contacts and operate relevant targeting, for example preventing sponsors and potential donors from receiving massively irrelevant and intrusive e-mails.

 

In addition to helping you sell your services more easily, association marketing improves the relationship you have with your members and partners , marketing automation tools supporting the customer until the loyalty phase, a step in the donor journey to especially not to neglect.

Stand out from competition"

Today there are between 1.35 and 1.45 million associations in France ( source ). This atomization of the different entities is bound to evolve. Like companies, there will be mergers, concentrations and… .disappearances.

Adopting a marketing strategy means knowing how to anticipate all threats and understanding how to position yourself in an increasingly competitive “market”.

Thanks to associative marketing, you spot other organizations with the same interests and missions as your association. You will thus be ables to position yourself and determine your “competitive” advantage . It may sound repulsive to an association leader, but it is the reality. A SWOT analysis (strength, weaknesses, opportunities and threats) as in companies, is necessary today.

Setting up a marketing strategy for your activity allows you to promote your cause to your targets, to create a relationship of trust with them and at the equivalent time offer them your services. Here's how to do it:

Determine the purpose of your association

Remember, you created your association with a specific object in mind, didn't you? In this same perspective comes the definition of the reason for being of its association , in other words, the meaning that you give to your activity, the reason which pushes you to reach your aims in the short, medium and long term. How do you see physically in 10 years? Is there a sponsor that you absolutely want to get? How many followers do you want to gather by then? Setting long-term goals is therefore setting a course to reach.

As team cohesion is necessary for the proper functioning of your association, volunteers and donors must have assimilated your associative object, in other words, the goals pursued by your association. Conveying the values that you advocate is above all a factor of credibility , both with your partners and with your members. It is the very foundation of a solid marketing strategy.

Strengthen its notoriety

For several years, consumer behavior has continued to evolve and will continue to change. Today digitized , they get information on the internet about the good or service they want.

It is very likely that your targets are therefore online. So you have to adapt.

By adopting a marketing strategy for your activity, you make your members and other social partners understand that you have assimilated this change, and that you are in line with their “buying journey” , similar to that of digital customers. Put physically in the shoes of someone who wants to have any information about your association. You should have something to offer them, right? So bet on your overall online visibility by adopting a real digital strategy .

And it starts with creating an effective website that agrees the public to learn more about you and your cause and a suitable content strategy .

Moreover, by having a visual identity, a memorable logo and a unique graphic charter, you will undoubtedly transmit, through these different elements, a strong and memorable image.

Prospect via digital

Beyond the creation of the website and its strategy, you must also relay your articles, actions and other events on your Facebook page , taking care to sponsor the posts or on Linkedin.

Website and social networks are essential prospecting levers from which it is imaginable to create a community. You can also find volunteers and recruit partners in line with your associative object, while working on your employer brand. Likewise, “your clients are your best ambassadors” , social networks therefore facilitate the recommendation, since volunteers and partners can recommend you to their network.

Focus on content creation

Arming yourself with good tools for communication and the promotion of your association is a big step forward. But, how do you stand out from competing associations? Quite simply by creating relevant content, in line with the requests of your potential volunteers, partners and members.

Develop your editorial line according to the target you want to conquer as a priority. If your goal is to collect more volunteers, you can, for example, expose your associative life in an article or give testimonials from volunteers detailing their missions. In summary, show them how it would benefit them to join your association.

By running an associative blog , you are sure to seduce your target audience and show them, through elaborate content sharing, that you are trustworthy and expert in your field. Your blog also allows you to stand out from other associations . In addition, relaying your articles on social networks will guarantee you better visibility. @ Read More thetechcertified weeathicwearfashion