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communication professionals
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effective communication

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COMMUNICATION STRATEGY

It is used to define the tools and actions required to achieve credibility and visibility.

WRITING

It enables the creation of quality media that conveys a clear message and is appropriate for the various communication tools.

TRANSLATION

It enables information to be understood in other languages.

PHOTOGRAPHIC REPORT

It enables field work to be enhanced through the impact of quality images.

ILLUSTRATION

It provides a visual representation that enables the work of the organization to be communicated. An alternative to photography.

LOGO

They represent the organization’s visual identity and facilitate its recognition among the general public.

WEBSITE

It is the essential showcase for the organization: easily created with the widest visibility.

FLYER, PAMPHLET

They enable the organization to communicate with a defined target audience in a way that leaves a lasting impact.

DISPLAY, ROLL-UP

They promote the organization and its activities via events or campaigns.

BROCHURE, REPORT

They summarise and communicate the annual activities or priorities of the organization.

NEWSLETTER AND SOCIAL NETWORKS

They provide an opportunity for the organization to communicate periodically with its public.

DOCUMENTARIES, VIDEOS

Ils amènent une visibilité complémentaire et vivante des activités de l’organisation.

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COMMUNICATION STRATEGY

 

1. Definition

A communication strategy makes it possible to develop clear and coherent communication. It defines all of the communication activities, their timing, and the mediums of communication. This will enable the maximum effectiveness to be obtained regarding the objectives that are set for a given target audience, according to the allocated budget.   The strategy’s action period is established over the long term (2 to 5 years), which allows for consistent results and a time for the general public to assimilate an image. From the first year, some concrete actions related to the overall strategy are put in place.   A communication strategy can develop very varied elements:

  • Choice of a name (name appropriate for the organization?)
  • Corporate image graphic identity (creation of a logo, a visual identity)
  • Media management (poster campaigns, communication on social networks)
  • Public relations (fundraising campaigns, conferences, participation in events
  • Improvement of content (correction of texts available for referencing on the internet)

2. Characteristics

A well thought out strategy makes it possible to align one’s communication as close as possible to one’s needs, and to make the right choices in terms of tools and communication mediums. This is especially important when the budget allocated to communication is not a priority for an organization that is trying to develop. The goal is to define, structure and coordinate the different activities and items that will be created. This makes it possible to obtain an overall vision of the activities that will be deployed over the year (website, events, press, etc.) and to control the timeframes, budget and creative process.

Target audience

The target audience, or the target, is the population that one wishes to reach through a communication activity. An organization can have several target audiences (beneficiaries, donors, etc.) and personalize its message according to the target audience to increase the effectiveness of its communication.

Marketing

Marketing, mainly used in the private sector, can be defined in the non-profit sector as the analysis of the needs of the target audience and all the ways that could be used to influence their behavior (becoming a volunteer, making a donation, etc.). Marketing adds value to the organization’s activities for the target audience

Branding / Identity

Branding, mainly used in the private sector to define the brand, can be explained in the non-profit sector as the discipline of managing an identity, the culture of the organization, and in particular, the image that will be disseminated.

Values

Values ​​refer to the moral and practical ideology of the organization. They are generally inspired by the strong motivations that initiated the creation of the organization and are perpetuated in all its activities. Courage, respect, commitment, neutrality, or any other example of values, ​​will help develop the image, reputation and identity of the organization.

Vision and mission

The vision defines the dream, the ideal to be achieved (it corresponds to the question – Why does the organization exist?).   The mission explains the means, the concrete actions undertaken to attain the vision (this corresponds to the question – How to achieve the vision?).

3. Recommendations

Define values, vision and mission

To create a well-aligned communication strategy, it is necessary to carry out an in-depth examination of the identity of the organization (its fundamental values, vision, mission, priority objectives, etc.) in order to develop an image and a strong and fitting message.

Focus on a single issue

It is unusual for an organization to want to reach a single target audience, but we strongly advise prioritizing communication needs. Wanting to reach everyone or target audiences that are too varied can make a strategy too complex and difficult to achieve.

Establish a precise communication plan

This will give clarity of the different tools, and the different steps to be implemented. Planning must be respected to implement a strategy, as must the time needed to devote to it, and the associated human, and ultimately, financial resources required.

Evaluate the effectiveness of communication

Once the strategy is launched, it is important to be attentive to feedback from partners and beneficiaries, but also social media, blogs or forums. These will enable you to adjust strategies and messages in future communication projects.


Download the attached PDF to help you define your communication strategy.

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WRITING

 

1. Description

In communication, the process of writing a text is developed in several stages according to the different communication mediums. The goal is always to convey an accurate and clear message following consistent guidelines, but each medium requires specific work.

2. Characteristics

Tagline

The signature, or tagline, is a short and unchangeable phrase that is associated with the logo. It represents a commitment and often gives complementary elements to the visual part of the logo. When the logo is an acronym, the full name is generally used as the tagline. You can also choose to put a short sentence or a few keywords that reflect the spirit of the organization.

The catchphrase

The catchphrase or slogan is not necessarily directly related to the logo. It is a concise and original phrase that aims to embed the name of the organization in the consciousness of the general public. In most cases it translates, in an impactful way, a state of mind, a “philosophy.” It must highlight the originality or the strength of the organization. It can be temporary or linked to a precise communication campaign on a specific activity. It gives information that is more impactful and can take different aspects and/or tones that are more or less serious depending on requirements.

Body of text

A body of text is the argument of an advertisement, the text of a flyer, a brochure, or a website. Even though it is less “spectacular” than the catchphrase, it must be correctly written and follow precise rules. A common logic of structuring and a hierarchy of contents will have to be developed for all media. The information can then be more or less detailed depending on the format and estimated reading time.

3. Recommendations

– put yourself in the reader’s shoes

In writing the texts, it is important to remember that the reader often does not know anything about your organization and the theme being addressed. It is therefore necessary to explain the different elements in a simple and organized way.

– website

The editorial content of the website is very important in two aspects:

  1. It includes all the information about the organization (who you are, activities, news, people, contact, etc.). This is often such a lot of material that it is unable to be taken in. It is therefore essential to simplify the readability of texts by prioritizing the information and using the different viewing options offered by this medium (tabs, drop downs, pdf links, etc.). It is also important to create a well thought-out structure from the start that allows all the contents to be located in a logical and clear manner as the site evolvs.
  2. The editorial content must also be appropriate to optimize the referencing of the site (SEO), so that the indexing algorithms of search engines (Google, etc.) make it appear in the top rankings when people search for content related with the organization or its activities.

– Copywriter

The job of a copywriter is principally to write appropriate and effective texts. Therefore, if you can, do not hesitate to entrust the writing of your texts to professionals.

– Proofreading

For anything printed, it is important to ensure it is accurately proofread. There is always an error that escapes us that we risk neglecting, especially on the titles. The ideal is to read out loud the finalized product to a person who did not participate in the design.


Download the attached PDF to help you define the structure of your brochure. Download the attached PDF to help you define the structure of your website.

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TRANSLATION

1. Definition

Translation is the conversion of a text into another language. It is useful when the visibility of the organization is growing and communication media need to be readable in other regions, countries, or internationally. Professional translators are true authors. Their expertise enables the essence of the message to be maintained in the desired language, with the appropriate terminology and style. Be careful, because poor quality translations can damage the image of the organization.

2. Characteristics

It is important, when making a request for translation, to be aware that there are different possibilities available in this area.

Automatic translation

Online translation software, offered by major search engines, is useful for understanding certain texts. They cannot in any way substitute for a professional translation when creating communication media.

Literal translation

A literal translation exchanges the original language word for word. The elements of the sentence are rearranged to create a grammatically correct sentence in the target language. This type of translation is ideal for informative texts.

Free translation or adaptation

This quality of translation is essential for literary texts. The translated texts are recreated to fit the culture of the destination language, while maintaining the original idea of ​​the text.

3. Recommendations

– Explain to the reader the use of translation software

If there are no other possibilities than automatic translation, it is important to indicate on your media that the translation was made by these programs and this may have distorted the original message and may explain some errors.

– Ask and check the examples received

In order to avoid unpleasant surprises, it is best to ask the professional for examples of translations in the desired language before starting the collaboration.

– Choose the type of translation that best suits your needs

Each translator has experience in the field and the terminology that goes with it. They will therefore advise you on the type of translation most recommended for the work to be done.

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PHOTOGRAPHIC REPORT

1. Definition

Quality images form part of the foundation of communication. They help reinforce the identity and bring a complementary, more visual message. In general, photos primarily distribute a concrete or symbolic image of reality. Engaging a professional for the work makes it possible to generate a set of tailor-made photos, adapted to the needs of the organization.

2. Characteristics

Photographic report

A photographic report is comprised of a series of photos taken in the field. Depending on the themes, the subjects may vary: portraits, activities, actions, team and locations. This type of photography shares a strong notion of reality, testimonials, of concrete facts.

Photo shoot

These are photographs that are not taken on the spot, as during a report, but during a session prepared around a theme or concept previously defined. This session can take place in a studio or outside. The photos of a photo shoot often carry a more conceptual and symbolic message.

Stock Images

These are already existing images. They have not been specially produced for the organization and can be purchased. The use of an image bank is not highly recommended because it gives a very impersonal result. The proposed images are often clichéd and generic so they can be used by as many people as possible. They are rarely free and the copyright payments vary according to their use.

3. Recommendations

– Authorization by subjects

During a photo report or a photo shoot, it is imperative to have a signed authorization by the people who appear on the photos (see authorization template).

– Image Rights

The images produced are subject to a rights agreement that defines how the photos can be used by an organization. The photographer as author keeps the ownership of the created images.

– Preparation

The organization of a photo report or photo shoot requires considerable preparation beforehand, mainly regarding operational requirements (accommodation, permissions, subjects, studio and equipment). It is important to work closely with the professional to agree on these different aspects together.

– Brief

It is also important to think ahead and list the elements, the subjects and the places that are required for the report or the photo shoot. For this reason we recommend the creation of a photographic mission brief which describes all of the elements to be photographed and the conditions (for example, if the people do not want or must not be recognized on the images).   Download the attached template for a photo brief   Download the attached template to create a contract for a photo report   Download the attached template to create an image rights authorisation

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ILLUSTRATION

 

1. Definition

Quality images are part of the foundation of communication. They help to reinforce an identity and bring a more visual complementary message. Illustration makes it possible to promote projects based on more theoretical, more complex notions. It also provides an effective way to express violent themes or to represent people in a simplified way, without gender or ethnicity, in order to engage a wider audience. The use of a professional enables a set of illustrations to be tailored to the needs of the organization.

2. Characteristics

Overall, illustrations can be developed in a variety of styles, layers of colors, attributes, rhythm, etc. Moreover, the same subject will not be received in the same way depending on the tone that is used: humorous, romantic, serious, journalistic, etc.

Drawing

A drawing can visually represent, in two dimensions, characters, landscapes, objects or, in a more abstract way, a concept, an idea, a sensation, an emotion.

Comic Strip

Comics can tell a story through a series of drawings, and texts that are mainly made up of dialogues and comments. It can be reduced to a single line (or a strip) or develop over many pages. Therefore, it makes it possible to illustrate a scenario that evolves, and it can be more or less realistic according to the subject.

Infographics

Infographic illustrations mainly use graphics, numbers and pictograms to portray an image of more detailed information.

Stock Images

The use of an image bank is not a highly recommended solution because it gives a very impersonal result. The proposed images are often very cliché and generic in order to be used by the greatest amount of people. They are rarely free and the rights to the image vary according to their use.

3. Recommendations

– Image rights

In a standard collaboration, the illustrator, as author, retains the rights to the created images. Arrangements regarding the use of the images may be written in a contract signed between the two parties. (refer collaboration contract)

– Brief

It is important to think ahead and list the elements and the topics that need to be illustrated, as well as the style and tone that should be used. For this we advise creating a brief that describes the number, subjects and conditions (color illustrations, desired size, etc.).   Download the attached PDF to help you define your illustration brief

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LOGO

1. Definition

The logo (or logotype) is the foundation for visual communication by any entity. It is the graphical representation of an organization.   It may be purely typographic, using only printed characters, modified or not, or it can be completed by a visual element, sign or symbol. This symbol will represent something about the organization, its likeness or convention. It can take many forms. It can be an ideogram or a pictogram.   An ideogram is a sign that represents a concept, and therefore uses symbolic signs for abstract terms. A pictogram is the extremely simplified representation of an object, a place, an activity, a particular point, a characteristic, or more concrete notions.

2. Characteristics

The visual identity principally consists of:

  • the logo
  • color or colors, integrated into the logo or complementary to it
  • the font (s) that will be used on all documents by the organization.

It can also be a certain style of images, photos or illustrations, layouts, a type of paper, etc.   Respecting all of these visual elements will contribute to the creation of a strong visual identity that is recognizable and aligned with the culture of the organization.

The graphic chart

This is a comprehensive document that presents all of the elements that make up the graphic identity and their rules of use.   For example, presenting your logo with the right colors is not enough. It will also be necessary to ensure that it has the right proportion according to your formats and the correct positioning within those format. This document will be entrusted to all the professionals who will work on expressing the identity of the organization, for example, to create a leaflet, create a site, or cover a vehicle, in order to guarantee an overall graphic coherence.

Stationery

Stationery refers to all of the “administrative” documents that will provide professional communication about the organization: business cards, letterheads, envelopes and compliments cards.

3. Recommendation

– Logo Brief

In order to facilitate the task of the graphic designer who will create the logo, it is necessary to give them information about the organization, and to provide clear and precise specifications. The more information about the organisation and its needs, the freedom of the creative parameters, and the directives that must be explicitly adhered to, the more the collaboration will be fruitful.

– Collaborate with a graphic designer

The logo is the basis for all of the communication by an organization. Therefore, it is strongly advised to collaborate with a graphic designer to improve or create a quality logo, which will be able to clearly communicate the identity of the organization and guarantee the logo’s longevity/durability.

– Follow the creative process

It is advisable to focus on logo design at each stage of the creative process in order to choose the most suitable options and develop it to a final product that most closely represents the image of the organization.

– Check the originality of the logo

When choosing the logo, it is advisable to carry out a verification process to ensure the logo is original and that it does not look like another that already exists. For a first verification of the originality of the images, you can import the image of your logo into “Google images” and look at the results of the search by image.

– Graphic chart and variants

Once the final logo is agreed upon, it is desirable to gather together all of the versions and variants of the logo, ideally in the form of a graphic chart. Then you will have the files for each communication medium (social networks, printed media, etc.) and validated adaptations by the graphic designer.   Download the attached PDF to help you define your logo brief.

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WEBSITE

1. Definition

An internet site, website, or simply site, is a set of virtual pages and resources linked by hyperlinks, and defined and made accessible by an internet address. All websites constitute the World Wide Web. The website is a medium that is accessible to everyone and often creates the first impression of an organization. The structuring of information, as well as the images and the design of the site, are all elements that, if mastered, will convey a professional and reassuring message.

2. Characteristics

Domain name and host

The domain name is the internet address (also called URL). It is the name and extension which the visitor must enter to view the site (www.example.com). The domain name is rented from registration companies annually or for several years. The host is the physical storage space of your website. Companies lease secured spaces on their servers, which remain connected 24/7. These ensure the site will be displayed without interruptions. There are several types of host, more or less expensive, which can be chosen according to the size or the features of your site.

Template and CMS

A template is a theme that determines the graphic appearance of a site, regardless of its content. This includes, for example, the layout of the columns, the choice of colors, the font, the structure of the different elements on different media (smartphones, tablets, computers), etc.   The CMS (Content Management System) is a system for managing the content of a site (text, images, functionality, etc.). WordPress is a free CMS that is currently the most popular and the most used. Once the site is created, this system enables access to administer the site, which is a relatively simple way of updating the content.

Responsive web design

An adaptive website is a website whose design enables, thanks to various principles and techniques, an easy engagement with the site via different media (computer, tablet, phone). This aspect has become essential to improve the referencing SEO of the site.

Referencing / SEO

The referencing of the site (also called SEO, Search Engine Optimization) aims to improve your ranking in search results such as Google (but also Yahoo, Bing, etc.) to increase traffic visitors on your website. 75% of internet users find information starting with a search engine. It is optimized by working with structure, terminologies (titles, etc.) and text content.

3. Recommendations

– Domain name

It is important to choose a simple, direct domain name related to your organization’s name. The extensions, “.org” and “.ong or .ngo”, are usually used for non-profit organizations. It is possible to have several extensions, and several web addresses, which point to the same site. It is advisable to check the availability of the desired address as soon as an organization is created. Sites such as www.ovh.com/order/domain or www.name.com allow access to available addresses and prices (prices may vary depending on the extension chosen).

– Contents

  • As an essential communication medium for the organization, it is important that the site brings together, in a structured and hierarchical way, all of the information regarding the organization that one wishes to feature: its mission, vision, projects, achievements, etc. The organization is responsible for providing all basic content (texts for each page, photographs / illustrations, videos, etc.).

– Structure

The main structure of the site (number of languages, home page, types of menus, etc.) must be decided upon from the start according to the content that will be featured. The elements that will have to evolve must be highlighted and taken into account in order to facilitate the future updating of the contents by the organization (see structure model to download below)

– Updating content

  • A site is increasingly attractive by adding news or a new project. It is therefore essential for the organization to be able to modify or create certain content independently. This must be agreed upon with the professional at the start in order to build the site based upon a template that will enable this autonomy (like WordPress for example).

– Languages

  • The site can be in several languages ​​(texts must completed in the main language, before starting the pages for other languages).

Download the attached PDF to help you define the structure of your website.

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FLYER, PAMPHLET

1. Definition

Flyers and pamphlets are printed communication mediums. They are of a smaller size and intended for a wide audience. They can be distributed at shows, events, in the street, in mailboxes, and be available in cafes or public places, or in newspapers. Their main purpose is to publicize the organization, a specific project or a specific event.

 

2. Characteristics

Flyer

Also referred to as a handout or pamphlet, this is a paper document usually in an A5 or A6 format, printed single or double-sided. A flyer is often used for an activity with a short duration (event, etc.). Its content is simple, direct and schematic.

Pamphlet

A pamphlet is usually the printed reference document for presenting an organization. It can be in different forms, with several pages. The standard formats are: 4-page A5 (folded A4 sheet in two panels), 6-page (3-panel, 2-fold), or even an 8-page (4-panel, 3-fold). The number of components is chosen according to the amount of information that will need to be included.   These two media are relatively cheap. Up to a print run of about 1000 copies (micro-edition), we would choose a digital print. Beyond that, it is better to print in offset. For pamphlets, it is necessary to take into account an additional cost generated by the finishing (folds and cuts).

3. Recommendations

– Proofreading

For anything printed, it is important to ensure it is accurately proofread. There is always an error that escapes us that we risk neglecting, especially on the titles. The ideal is to read out loud the finalized product to a person who did not participate in the design.

– Postal costs

If the pamphlet (or flyer) is intended to be sent by post, it is advisable to inquire about the costs depending on the format. Usually the A5 format is in accordance with standard postal regulations, and it would be better not to exceed the dimensions of 14.85cm x 21 cm.


Download the attached PDF to help you decide upon the layout of your pamphlet.

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DISPLAY, ROLL-UP

1. Definition

Posters and roll-ups are primarily large printed communication media.   The goal is to attract attention, to generate the interest that will encourage the visitor or passer-by to want to know more. The visual aspect is the priority, the detailed information is secondary. It is therefore necessary to work with an appealing photo or illustration, not too complex, with strong contrasts, or with a powerful typographic composition: a very short sentence created in a rather bold font that forms a harmonious design while being very readable.

2. Characteristics

A poster is intended to be printed in multiple copies and placed on fixed locations (display boards, walls, windows) or mobile locations (vehicles). It is a medium that is commonly used during general public campaigns.   A roll-up is a removable device, placed on the ground. It is able to stand on its own to support a reasonably large visual (around 1m x 2m). It may form part of a display or a room. Unlike the poster, it is reusable.   As it is placed on the floor, care should be taken to locate the important information (logo, slogan, etc.) on the upper half of the composition.

3. Recommendations

Resolution

– As these are large formats, it is necessary to ensure that the resolution of the images used is sufficient (depending on the medium, ask the printer for the optimal resolution beforehand).

– Proofreading

For anything printed, it is important to ensure it is accurately proofread. There is always an error that escapes us that we risk neglecting, especially on the titles. The ideal is to read out loud the finalized product to a person who did not participate in the design.

Costs and public display

– Before making a poster it is important to undertake research regarding the availability and costs of displaying, as well as printing, in order to decide upon a strategy that is best suited to the goals of the organization.

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BROCHURE, REPORT

1. Definition

A brochure, also known as a “report”, “prospectus”, “publication” or “booklet”, is a paper document that consists of several pages (at least 8 pages) that are printed together. Its format, as well as the choice of paper, is variable, adapted according to its purpose, content and affordability.   A report is a type of brochure, often used by organizations for annual information (Annual Report), or to inform about the activities of a specific project.   These communication tools are usually used for fundraising or partnerships.

2. Characteristics

This document contains the complete information about an organization and its activities, or about a chosen project. The structuring and the hierarchy of the contents are important so as not to lose the reader. A summary is often used in the introduction to present the different contents.   A brochure is often rich in illustrations or photographs.

3. Recommendations

 – Reflection and preparation

Printing this kind of document can be expensive. It is important to consider this at the design stage. With the help of the graphic designer and the printer you can decide on the format, the number of pages, and the colors that allow the best balance of quality and price. Knowing the means of distribution and the target audience will also help in the consideration of the most suitable options.

– Creation of a reusable model

An annual report, for example, will often have a similar structure from year to year. It may be wise to establish initially with the graphic designer a design that can be reusable in subsequent years by just adapting the content of the text and images.

– Proofreading

For anything printed, it is important to ensure it is accurately proofread. There is always an error that escapes us that we risk neglecting, especially on the titles. The ideal is to read out loud the finalized product to a person who did not participate in the design.

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NEWSLETTER AND SOCIAL NETWORKS

1. Social Network Definition

A social network is an exchange and sharing web platform, bringing together an international public consisting of legal entities (companies, political parties, humanitarian organizations, etc.) and individuals (individuals). Social networks have become an essential communication tool because they help to build and maintain a relationship of trust and proximity between the organization and its community.

2. Social Networks Characteristics

Community

An active presence on a social network enables an organization to communicate directly and instantaneously with a large audience, called “community,” which shares the same interests.

Followers

People who follow a page or an account on social networks are commonly called “followers” and can interact in different ways with each other and with the organization. They can like, comment and share the content of published “posts.”

The main social networks

Facebook, Instagram, Twitter, You Tube, LinkedIn

3. Social Networks Recommendations

– Limit your presence

Given your human resources, and the time and the budget that can be devoted to maintaining a page, it is recommended to concentrate your presence to 1 to 3 platforms only, in order to optimize impact and efficiency.

– Relevance, quality and regularity

The engagement of a community and the image of an organization via social networks depends, on the one hand, on the relevance of the subjects addressed, and on the other hand, the quality and regularity of the published content (visuals and text).

– The Network Effect

Tracking the accounts of other organizations who are active in your related areas, and the accounts of institutional partners, allows you to take advantage of the network effect to enhance your reputation by capturing the attention of your already established audience.   For more information on social networks, download the attached PDF.

1. Newsletter Definition

The newsletter is a periodic information letter sent by e-mail to your main partners. The content of a newsletter is agreed upon in order to arouse the interest of a particular target audience (donors, ambassadors, partners), according to their interests and the expectations of the organization: visit the website, make donations and register for an event.

2. Newsletter Characteristics

A newsletter is an effective way to expand and retain your network by maintaining regular and close contact. It enables the organization to publicize its activities to a wide audience since the contents of the newsletter can be shared by its subscribers (forwarded by email) or via its web platforms (website, social networks). The purpose of a newsletter is to convey information and communicate about the latest news of an organization: achievements, events, new partnerships, organizational and structural changes, etc.

3. Newsletter Recommendations

– Create a contact list

Build and update a database (list of contacts), the most detailed possible (gender, first name, last name, function).

– Be clear and organized

In order to be effective, it is important to define your audience, the frequency of sending, and the topics that will be discussed. It is also essential to manage the writing and layout with a focus on simplicity. – Examples of tools for the creation and distribution of a newsletter:   https://mailchimp.com/   https://www.ymlp.com/fr/   https://www.sarbacane.com/   https://www.mailjet.com/

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DOCUMENTARIES, VIDEOS

1. Definition

In general, a video or a movie is a succession of images. Showing more than 24 or 25 frames per second gives the illusion of movement. The video is usually accompanied by sound, that is, audio data. A documentary is, above all, a particular view of the world. It may be in one case the point of view of a director, but it may also be the view of an author. Unlike fiction, a documentary is based on reality: we interview living people (or we work with archives), and film real life activities. We build a narrative from these materials, a narrative that supports the thesis of the documentary maker. Therefore, a documentary is primarily a point of view supported by reality. A documentary uses the framework of a story to show characters who are evolving, encountering difficulties, and changing their relationship with the world through their encounters.   A report is factual; it is journalism. It is therefore more descriptive and objective (as far as possible) than a documentary. It must be substantiated to be credible.   The communication video, like any communication tool, aims to convey a message. The target audience must be decided upon in advance, as well as the communication objective. The video must be created in a convincing way in order to provoke an action (change of perception about a subject, awareness campaign, fundraising, find volunteers, present its activities). It is possible to convince through rationality, storytelling or emotion.

2. Characteristics

Documentary

A documentary cannot be of any duration. The 3 main formats are: 26 min, 52 min (standard format for TV), 90 min (for the cinema).

Interactive Web Documentary (Web Doc or Web Report)

This is a form of narration that enables interaction with its audience. In essence, its design enables the addressing of various topics and the telling of several stories via a single medium. Users navigate from one subject to another and interact with the medium, meaning a timeline is no longer imposed, but chosen by the viewer.

Communication video (promotion, clip)

The ideal format is quite short in order to capture an audience and not lose them while it is being shown. A video presentation for a conference or a meeting can last up to 5 minutes. For emailing, it can last 1 or 2 minutes. A video for social media must be very short (15 to 45 seconds on average). It has been shown that among an audience, only 80% will click and watch a video of 0-30 seconds. The rate goes down to 60% for a video of 3-4 minutes.

3. Recommendations

Preparation

Before making a video or a documentary, it is imperative to think ahead about the intended objective, the target audience and the means of distribution (television, cinema, web, etc.). These aspects are to be discussed with the director of the video to better decide upon the format, the way of approaching the subject and to develop together a suitable storyboard.

Quality of images and sound

For any visual communication medium, particular care must be taken to ensure a good quality of sound and image. The goal is to convey a professional message.

Subtitles

It has been found that adding subtitles to a video not only reaches a wider audience but also improves SEO.

Importance of distribution

Completing the video is only half the work. It must in effect become live! Share it on social networks, show it, put it in an email signature (if relevant), post it on the organization’s website, use an external public relations company. It is recommended to have a small distribution budget (on Facebook, YouTube, or other, according to the target audience) and to be ready to devote a little time to it!

Web channels

The organization can create an account on a specific “channel”, such as YouTube or Vimeo, to increase the visibility of the video and facilitate its sharing on the web.

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Conseils

La création de supports de communication à but humanitaire, social ou environnemental requiert…

… de la part des organisations

une préparation importante en amont afin d’être au clair sur ce qui doit être communiqué

  • Qui sommes-nous ?
  • Que fait-on ?
  • Quel est notre message ?
  • A qui voulons-nous nous adresser ?
  • Dans quel but ?
  • Quels sont nos moyens et nos possibilités ?

Il est conseillé:

  1. De préparer les contenus et les éléments existants (logo, photos, témoignages, flyers, vidéos, illustrations, etc)
  2. De suivre et valider les différentes étapes de création
  3. De respecter le travail fourni sans accepter un résultat qui ne vous convient pas

… de la part les professionnels volontaires

une écoute attentive afin de bien comprendre les enjeux, les sensibilités et les spécificités de chaque organisation

  • Quelles sont les thématiques traitées par l’organisation ?
  • Dans quelle région développe-t-elle ses actions ?
  • Quel est le contexte ?
  • Qui sont les bénéficiaires ?
  • Quelle est l’historique de l’association?

Il est conseillé:

  1. De s’informer sur les sujets qui seront développer (thématiques, régions géographiques, etc)
  2. De sensibiliser l’organisation aux impératifs rencontrés selon les supports et/ou les besoins (qualité des images, droits de diffusion, formats à définir selon le mode de distribution, etc)
  3. D’expliquer dès le départ votre manière de travailler et définir les différentes étapes de la création à la réalisation

Le respect, l’écoute et la compréhension de chacun sont la base d’une collaboration réussie.

Il est conseillé:

  1. D’établir une relation de confiance entre les différents acteurs, selon les compétences professionnelles et les connaissances de chacun
  2. De mettre en place des documents récapitulant les objectifs à atteindre, les rôles de chacun, la répartition des frais éventuels et les conditions à respecter (délais, utilisations, attentes, etc)
  3. De discuter ensemble des éventuelles corrections pour aboutir à des modifications possibles et pertinentes

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Contrats

Tuttimundi vous conseille vivement d’établir un contrat avant de commencer la collaboration. Cette étape vous aidera à définir clairement vos objectifs, à formuler vos attentes, à cadrer les échanges, et permettra de faire aboutir le projet dans les meilleures conditions.

Pérenniser la collaboration L’aboutissement du Projet gagne d’autant plus en garantie lorsqu’il ne dépend pas seulement d’une confiance personnelle, mais d’un engagement concret et d’un document signé. Pour le professionnel, le fait que l’Organisation s’engage formellement en tant que structure et non en tant que personne physique permet de ne pas remettre en question le Projet lors d’un éventuel changement d’équipe. Définir la collaboration Un contrat gagne en efficacité lorsque les plus petits détails ont été pensés, discutés, définis et inscrits dans le document. Celui-ci devient ainsi une référence pour l’Organisation et le Professionnel. Engager légalement les parties signataires Un contrat autorise, en cas de non-exécution des obligations de l’une des parties, un recours devant un tribunal. Cet aspect n’est pas la priorité du contrat pour Tuttimundi, mais le fait d’établir un document écrit, co-signé par l’Organisation et le Professionnel, impose de cadrer le Projet et de conférer du sérieux à la collaboration. Vous trouverez ci-dessous des modèles de contrat qui ont été développés pour des collaborations bénévoles entre organisations et professionnels de la communication. Le but étant de vous proposer des exemples que vous pourrez ensuite adapter à vos différents besoins. TUTTIMUNDI décline toutefois toute responsabilité concernant l’utilisation de ces contrats.


Télécharger le modèle ci-joint pour établir un contrat avec une organisation Télécharger le modèle ci-joint pour établir un contrat avec un professionnel Télécharger le modèle ci-joint pour établir un contrat pour un reportage photo ou un documentaire Télécharger le modèle ci-joint pour créer une autorisation de droit à l’image

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Liens pratiques

Trouver d’autres organismes également basés sur le bénévolat de compétences ou à tarifs solidaires…

Passerelles & Compétences

Créée en 2002, Passerelles & Compétences met en relation des associations de solidarité et des professionnels, dans le cadre de missions ponctuelles bénévoles. www.passerellesetcompetences.org

InFocus

logoinfocus Vidéos à tarif adapté pour asso/ONG/entreprises sociales. Prestations pour fondations, départements RSE/DD, start ups. Programmes TV sur thèmes sociétaux. www.in-focus.social

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© Tuttimundi - With the participation of: Noémi Torrecillas Sanchez - Bastien Rojanawisut - Hervé Rigal - Felisa C.P. - Pamela Mena - Leticia M. Machado - Renaud Goudal - Christelle Bonny - Wheldon Curzon-Hobson
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