5 tips for an organization to follow for a successful international campaign
To become more efficient, the international communications manager of an NGO should apply the following 5 tips to lead an impactful campaign across all territories.
1. Establish a communication plan
For their marketing strategy to be coherent and effective throughout the world, NGOs must rely on a tool: the communication plan. Before even launching their campaigns, they need to define:
The objective of this communication. It can be to collect donations, raise awareness of a specific cause, obtain signatures for a petition…. It is important to define SMART objectives ie Specific, Measurable, Achievable, Realistic and Time bound. This is the best way to manage a campaign effectively, without the risk of going all out and leading to failure.
The targets. The more targeted the communication, the more effective the strategy will be because it is adapted to a specific audience (donors, supporters, etc.) according to their age, language, level of education, etc.
Human and financial resources.
The message to deliver. It must be clear and personalized for each target. It must specify the problem that the NGO seeks to solve, define the strategy adopted to achieve it and propose a CTA (Call To Action) or call to action (donation, signature, membership…).
Appropriate distribution media: sms campaign, press release, social networks, etc.
A precise calendar of communication actions to be carried out.
Once the campaign is launched, it is important not to forget to evaluate the results using key performance indicators (KPIs)! This last phase of the implementation of the communication plan makes it possible to adapt the means or the message and to propose corrective actions if necessary to achieve the objectives.
2. Dare to be original
Faced with the growing number of Non-Governmental Organizations, they must be creative in order to stand out at all costs, challenge, make an impression and stimulate public action.
In this competitive context, originality is essential at all levels: choice of message, associated graphics, videos broadcast… Whatever the content of the campaign, it must be worked on so as not to resemble any other.
But if it is necessary that the general message be impactful, NGOs must still be careful not to go overboard and risk shocking. Everything is in the right measure to achieve their goals.
3. Diversify distribution channels
With the Internet, NGOs see the doors of the international open wide. It is an opportunity that they must seize for their communication campaigns!
Indeed, if they can continue to carry out operations in the field, they cannot ignore digital marketing: social network, emailing, etc.
Thanks to social media, NGOs have several arrows to their bow to inform, raise awareness or raise funds quickly: using hashtags, sharing real and touching stories, disseminating messages and appeals for donations immediately following disasters ...
4. Use a specialized translation agency
To reach foreign targets regardless of their language, culture and geographic location, it is imperative to deliver a meaningful message for each country.
Expert in multilingual communication and international web marketing, the translation agency is not only a service provider for translating NGO content into another language. It provides a real service of advice and localization to adapt messages, websites, documents distributed to audiences, individuals or institutions, whether French or foreign.
Not only does it ensure the quality, personalization and harmonization of the NGO's communication strategy in all target countries, but it also provides the Non-Governmental Organization with other advantages. Thanks to its large team of native translators, it has the necessary human resources to guarantee translation speed and better responsiveness of the NGO in the face of a one-off and unforeseen event. The speakers are chosen specifically according to each file for their particular skills in legal, financial, marketing, web, tourism translation, etc.
In addition, it is able to offer really attractive prices: translation memories and glossaries, Computer Assisted Translation (CAT), etc. These tools allow it to reduce costs even for voluminous content.
5. Be transparent and accountable to gain the trust of the different audiences of an NGO
Of course, it is important to communicate to gain support from supporters or to raise funds. But it is just as crucial to communicate after the campaign has been carried out! This is the ultimate phase that should not be neglected to ensure the long-term success of a communication strategy.
For example, in the case of fundraising, the difficulty is always the same regardless of the country. NGOs must convince “customers” who will not consume what they buy. The best way to gain the confidence of potential donors is to play the transparency card: to be accountable for the amount raised, to follow up on the use of donations, etc. Communicating after collection is essential to decide which donors respond present during a future campaign.
To make themselves known, educate a large public, raise maximum funds and gain the support of many volunteers, NGOs must conduct international communication campaigns. To ensure its success, they must adopt a precise communication plan, be creative in their content, disseminate it widely via digital channels in particular and be transparent about their objectives, results ... To help them in the accomplishment of these projects , they can count on a specialized translation agency. It is a partner of choice for personalizing their messages in multilingual, reducing costs and increasing responsiveness.
When Can we talk about communication?
In sociology and linguistics, communication is the set of phenomena that can occur when an individual transmits information to one or more other individuals using articulated language or other codes (tone of voice, gesture, gaze, breathing ...).
What are the concepts of communication?
All the physical and psychological processes through which the operation of bringing one or more people (sender) into contact with one or more people (receiver) is carried out, with a view to achieving certain objectives. " There are generally three forms of communication: interpersonal, group and mass
How is the communication transmitted?
This communication process is made up of different elements: the message, which is the object that the sender wants to transmit to the receiver; ... noise, is the disturbance during transmission, which will scramble the message; the feedback represents the response that the receiver will eventually provide to the sender.
What is the theory of communication?
If we give the term "communication" a broad meaning, we can consider that its theory is as old as the reflection on language, on the expression of thought, on the knowledge produced and on the conditions of transmission of this. know.