We all know that digital marketing is now essential for any business! But this is also the case for organizations. Today, especially following the pandemic, the majority of communication takes place online. Indeed, according to figures provided by Kepios, the number of Internet users increased from 2,177 billion in January 2012 to 4,95 billion in January 2022, i.e. an average annual growth of 8.6% for the whole last decade.
So you have to be present where the audience is. Whether it’s content or influence marketing, both should be used to convey strong messages or to solicit donations.
Complementary to traditional media, digital marketing allows targeted outreach with controlled costs. Indeed, the cost of an agency for the management of your content and influence marketing will be adapted to your budgets. Even for the smallest budgets, it is always possible to imagine a device that will perform. If content marketing allows you to optimize your digital presence, collaboration with influencers is also a lever that will allow you to promote your actions. The brand benefits from the influencer’s notoriety to reach its target audience and the influencer benefits from the credibility of the organization to share a message that speaks to him and a cause that he supports.
It is still necessary to select the right influencers, in line with your values, so that your cause is supported and that the message spreads in a natural and authentic way. Moreover, an influencer who is very committed to your chosen field can easily become an ambassador, thus ensuring the relay of your actions in its content and all with a community already sensitive to your issues.
Beyond sharing a message, we must also think about mobilization. Many events are organized each year on the web to solicit donations. We will mention, for example, the Z-Event, a charity project whose objective is to bring together French-speaking streamers on Twitch in order to collect donations. This great event solicits influencers and viewers who will naturally make donations so that their favorite streamers carry out challenges. Note that France has become the country with the largest number of donations for organizations collected on Twitch, thanks in particular to the Z-Event. In 2021, this event raised 10,064,480 euros to support Action Contre la Faim.
Mobilizing is therefore a key point that should not be overlooked! Social medias now offer the possibility to create and set up groups of volunteers committed to a cause and thus relaying it to their own community.
Real relays of information, it is therefore necessary to take them into account in your digital deployment. Many Facebook groups are created around organizations, for example “Tout le monde contre le cancer’ (Everyone against cancer) has a Facebook group dedicated to its volunteers to inform, mobilize and congratulate them!
The objective of these groups is to include volunteers even more within the organization so that they feel a strong sense of belonging and become true spokespersons. They are the ones who will allow active recruitment and mobilization on your actions because they are at the heart of them.
To realize and accomplish all this, it should be noted that ensuring your presence on social medias requires devoting time to it. Indeed, you have to be attentive to news but also and above all to your community. The results may take time to appear, but if you invest 100% and get support from experts to advise you, then you will save time and optimize your budgets.
Conclusion
To sum up, getting involved in digital is as essential for a company as it is for an organization, especially since there are many possibilities to make your voice heard. Influencer marketing is one that works very well because it opens up the field of possibilities for organizations, especially for the smallest ones.
