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La toile d’araignée du développement financier

Nous recevons presque quotidiennement des demandes d’organismes qui veulent que nous amassions de l’argent pour eux dans le cadre d’une grande campagne et qui veulent que nous partagions notre réseau de contacts avec eux. Ce que nous leur répondons, c’est que, malheureusement, nous ne pouvons le faire pour eux… Si nous avions la recette magique, nous aimerions la partager, mais elle n’existe pas.

Ou plutôt, oui, elle existe et la voici :

Travail + réseau = succès! Les organismes doivent être en mesure de créer leur propre réseau pour assurer le succès de leur campagne, mais aussi la pérennité de l’organisation.

Pour y arriver, toutefois, j’aime bien utiliser l’image de la toile d’araignée.

Le centre

Ce que je dis aux organismes, c’est que pour y arriver, ils doivent mettre l’énergie au cœur de la toile, c’est-à-dire auprès des gens qui gravitent déjà autour de la cause et qui l’estiment importante. On retrouve souvent les membres du Conseil d’administration et les donateurs majeurs de longue date.

Le deuxième niveau

Une fois que nous avons bien sollicité les gens près de nous, nous pouvons élargir le cercle et solliciter un autre niveau de contacts. Pour moi, à cette étape, nous avons affaire à des gens qui ne connaissent pas beaucoup la cause, mais qui sont près de gens qui font partie de la première catégorie. Ils sont en mesure d’en savoir plus grâce à leur contact et ne peuvent pas dire «non» en raison du degré de proximité avec le solliciteur!

Le troisième niveau

C’est à cette étape que nous devons aller voir les gens du grand public qui sont déjà donateurs, qui connaissent un peu la cause, mais qui n’ont jamais été amenés à donner davantage. Ce qu’il faut faire avec eux, c’est de les rapprocher de la cause et de mieux les sensibiliser à cette dernière.

Le quatrième niveau

Ce sont les gens que nous voulons aller chercher, mais qui ne connaissent aucunement la cause. Ce sont les plus difficiles à rejoindre et cela nécessite beaucoup de temps et d’argent pour y arriver.

Mon conseil serait donc de mettre cette structure de l’avant pour vous assurer un succès et pour mettre l’énergie à la bonne place.


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