digitalization for non-profit organizations
Digitalization is no longer an option for non-profit organizations. With an estimated 10 million non-governmental organizations worldwide, standing out to make their voices heard has become essential. Faced with the limitations of paper-based support, the constant flow of information, and inconvenient payment methods, NGOs have had no choice but to digitize!
NGOs: seizing the opportunity of digital
To convert an internet user into a donor, you have to meet them where they are. And organizations have understood this well.
GreenPeace, Unicef, WWF, and many others now invest in social networks to achieve various communication objectives:
- Informing about the societal and environmental challenges we face,
- Educating by breaking taboos and shedding light on realities that escape us,
- Mobilizing around a cause by turning a simple scroll into a useful donation.
Investing in social networks completely changes the paradigm of donor relations – the discourse and exchange are more direct, and the donation becomes more experiential and less constraining. Emotion also plays an undeniable role when digitizing communication: by adopting current digital codes, NGOs touch the emotional chord, from human to human, which is very powerful in terms of inciting action.
But how to communicate when the subjects are so complex, both political, societal, and environmental? And above all, how to move away from an alarmist communication, more guilt-inducing than reassuring, inevitably leading to growing eco-anxiety?
NGOs: how do they stand out online?
For NGOs, the challenge is to find the counterpoint that makes a difference.
Adopting Trends That Capture Attention
An example of this approach is Greenpeace, which a few years ago released a mini-film targeting 18-34 year-olds, drawing inspiration from the Game of Thrones universe and the White Walkers to raise awareness about climate change. With 1 million views on YouTube later, this campaign serves as a notable case study.
Simplifying Information to the Bare Minimum
With an overwhelmingly saturated digital landscape, emerging information must be easily understandable. Organizations often use infographics as a tool to simplify information to the bare minimum, following the example of the Red Cross.
Eliciting Emotion Through Storytelling
The naked truth will always be the most compelling of stories. This storytelling of reality showcases narratives of men, women, children, and species that grip us emotionally. A powerful tool for engagement.
An example is Greenpeace’s animation “My Back Yard,” which uses the voice of a child to depict the garden of our dreams juxtaposed with the garden we have today. Powerful.
Another example is UNICEF, which, through immersive videos in Ukraine, exploring destroyed schools accompanied by the title “What was this building,” makes us aware of the reality of war.
Gardeners alongside NGOs for 35 years
For 35 years, Gardeners agency has been supporting Non-Profit Organizations (NGOs) and public institutions (municipalities, communities, associations) in their communication and visibility needs.
Recently, Gardeners teams have developed four websites for the CSI – Cité de la Solidarité Internationale:
- Coexist, a solidarity incubator connecting businesses and NGOs to raise funds.
- Cohabit, a coworking space open to all stakeholders involved in international solidarity projects.
- Cogit, which provides tools for international solidarity actors by informing them about the sector’s evolution and the various types of possible commitments (employment, volunteering, etc.).
- The main website of the CSI.
It’s a heartfelt challenge that we accept year after year!
Our teams also mobilized for the public utility association Positive Minders, which supports people with mental disorders such as schizophrenia or bipolar disorder.
In just a month and a half, we met the challenge of launching four websites:
- Schizinfo, a resource website about schizophrenia.
- CONGRES PSY’2022, an event that took place in April 2022.
- SCHIZODYSSEY & BIPODYSSEY, two platforms serving as hubs for testimonials.
In addition to creating these four websites, we managed the entire digital activation strategy including Social Media and Social Ads on Instagram, Facebook, and TikTok!
The operation named SchizOdyssey, followed through the hashtag #psystory, helps destigmatize the disease, encourages sharing experiences, and sharing the experiences of patients, relatives, and experts.
“I love this feeling of doing ‘useful communication’ that serves a noble cause! Personally, it helps give a more concrete meaning to our professions,” concludes Elsa, project manager at Gardeners.