The communication of an association makes it possible to transmit information to carefully predefined interlocutors in order to achieve a certain number of objectives set by the organization. Communication is a major challenge for all types of organizations and, even, in the associative context given the impact that good communication can have.

What is the purpose of communication in the context of an association

Communicating is the first step to establishing a relationship with others. Companies are looking to promote their activities on a daily basis. However, even in the context of a non-profit association, communication is not undeniable. It is in the interest of an association to promote its activity as well as the identity of its structure. The communication that an association can undertake can be different from that of a company given the objectives that may differ. The communication plan must be based on a precise editorial line, faithful to the visual identity of the association.

For an association, undertaking a communication can make it possible to:

• To gain a certain notoriety which, in turn, will allow you to gain credibility. In the case of an association, credibility can be an essential point, especially during fundraising actions or simply in a question of trust that can be expressed by volunteers or donors.
• Building a community in which bonds are created between members of the association or can be created with people who are not yet aware of your association
• The transmission of values and the impact that your association can have
• Maintaining a close relationship with the current members of your association who already support you
• The opportunity to raise awareness for your cause
• The opportunity to recruit more staff to support and accompany you in this project or simply to reach prospects.

As you will have understood, depending on the communication strategy put in place, the results are likely to be promising. This is an opportunity for your association to benefit from visibility and to consider the future of your structure.

How should an association communicate?

Setting up a communication strategy has become accessible to as many people as possible, although this has not always been the case. Previously, traditional media were the most sought-after but were relatively expensive. However, the emergence of technology and digital technology has had a significant impact on the communication process.

Today, everyone can communicate and at a lower or even completely low cost. However, this does not mean that every communication is effective. Communication remains an expertise that, when carried out without a prior strategy, proves to be ineffective.

To avoid this, several considerations should be made before you start. First of all, you need to know who you are. It may seem trivial, but in order to convey clear information about your association, this information must be clear to you. You must then define who you are, why you are doing it, what are your objectives, what actions do you put in place to achieve them or why does your associative project stand out from the others? Once you’ve found all the answers, developing your communication strategy will seem much clearer. Also identify your positioning in relation to associations close to your activity and note the points that distinguish you.

What points should an association communicate on?

The essential points that will be the very essence of your communication are the values that the association advocates. For a large number of people, what makes the beauty of an association is the set of people who come together and choose a common fight, which they defend. This is the element that will identify you and put you forward in terms of the audience. The promotion of the cause defended, actions and means put in place may be likely to solicit interest.

An association is, of course, committed. Nevertheless, an association is also members and volunteers, who, every day, are part of the fight and carry the image of the association. It is then appropriate to communicate taking into account the many people who have joined this organization.

Also, the history of the birth of the association and its founders can also be an aspect to promote so that the interlocutors can identify with whom they are dealing and where this thirst for commitment and service comes from.

Which media and/or communication tools are preferred?

Now that you know where you want to go with your communication, you need to define what media and/or tools you will use to implement your communication strategy.

A multitude of media and tools exist and can be considered to communicate. Nevertheless, your choice must be defined according to the activity of your association but also the targets you want to reach and the message you want to convey.

The key takeaway is that mobilizing all communication channels is not a good strategy. Indeed, if you don’t want to target as many people as possible, you are no longer targeting anyone. It is more relevant to identify the channels that prove to be the most interesting for your association.

Each communication medium is different from another and the results, from one channel to another, will also be different.

• Internet and social networks

First of all, the website is one of the most important communication media. Indeed, your website serves as a “showcase” for the association. Owning a website means that the structure is developed and maintained. In addition, nowadays, opening your website is accessible to everyone even without computer knowledge or a substantial budget. Your website is a pillar of search engine referencing, especially natural referencing.

Secondly, social media is becoming an increasingly important part of organizations and their communications. Within social networks, each platform has its own specificity. To publish photos and videos of your missions as well as keep up to date with the news of your association, Instagram and Facebook are the networks to be preferred. In order to raise awareness and share a very humanitarian aspect of the association with a brand new target, Tik Tok can be relevant. When it comes to long-form videos, YouTube is the network of choice. Finally, to keep informed and be kept up to date with the latest news and trends, there is Twitter.

As you will have understood, a choice must be made between all these social networks to define the best digital strategy and have the most impact possible. Content creation tools are an opportunity to maintain your “E-reputation“.

• Media communication

In addition to communication via the website or social networks, there are a good number of media that have been able to prove themselves for several years. We can mention television in particular, which can be difficult to access, but local television offers more opportunities. Secondly, the radio to promote the cause defended and call on potential motivated volunteers. There is also the press , which can be a good way to get a message across over a more or less large geographical area. Finally, the display which, when the message is relevant, can make an impression.

• Non-media communication

In addition, other means of communication known as non-media are different from those mentioned above. There are in particular paper advertisements, flyers or street marketing. These supports are more based on interaction and humanitarianism. In an associative context, these means are relevant for highlighting a certain number of values.

• Partnerships

Considering collaborating with partners can be beneficial for your association. The partner can be a company, a sportsman, an artist, an event… Depending on the activity of your association, defining partners who may be of interest to your development is not negligible. The partnership is based on an exchange idea in which both parties come out winners. For a partnership, you are required to offer an exchange of services, remuneration or other.

Internal or external communication?

Internal and external communication are two means of transmitting information that differ in their purpose.

In the context of internal communication, the target is the members of the association and all those who participate in its daily operation. The goal is to build a real community that champions a common cause while advocating shared values. In an associative life, the sense of the collective is very important. Internal communication then aims to accentuate it and retain its members as much as possible.

Then, external communication concerns all interlocutors outside the association. This communication can aim to present the actions carried out, invite new members or simply raise awareness of a cause.

It is important not to neglect internal communication in the same way as external communication or vice versa. In the context of associations, these two aspects of communication are all important for building a common and sustainable project.

Did you like this article on association communication? Share it so others can read it too and create goals of their own!