Marseille edit
Progress is to achieve the relations between French NGO and the Internet users on the social networks (réseaux sociaux). It is what emerges from the latest barometer of the Observatory of the United Communication was developed in the association with Harris Interactive, France Facebook, La Fonda, the French Association of the Fundraisers and Communication Without Borders.
NGO’s Proactive Community Management
This situation is out of step with the commitment of associations on these media. In fact, 100 % of their questioned persons in charge assert being proactive on the page of their organization. Publication of articles or messages, broadcasting of videos, launching of an event … All the things of tools offered by these networks are used by the associations to communicate.
Digimind company’s study entitled "Humanitarian: Governmental Organizations on the Social Networks in France" demonstrated all their creativity on the subject. We can quote the campaign #endangeredemoji from the world Fund for the nature (WWF) in 2015 which consisted of re-tweeting a message of the organization in favour of endangered animals. These were represented under the shape of an emoji. We can also evoke the campaign shock #makeachildcry of Médecins du Monde ( MDM) which knew how to call on the public. Illustrated by crying children's photos during an auscultation by a doctor, the message reminded that every seven seconds, a child died for a lack of access to healthcare.
A little reactive public
In spite of this presence, associations are visible only for 29 % of respondents among the general public, the figure in progress because it was only 27 % in 2016 and 21 % in 2014. But it remains modest, especially if we take into account the part of those who are really engaged. Among these 29 %, only 13 % are subscribed to a page; the rest follows the publications without interaction.
In the the humanitarian field, the traditional media (television, radio, mail, press) remain the main vectors of information for the public: the social networks are far behind. In a general way, the subject arouses a relative indifference with 40% of the questioned people declaring not being informed above.
The indifference in the mistrust?
Can we go as far as talking about mistrust? In fact, for the majority of the respondents (56%), communicating on the social networks is to explain to the actors on the ground of risks. It seems to imply an irresponsibility of the NGO giving the priority to the communication on the security of their member. Is it necessary to see an impact of the media effects on the hostage-taking of humanitarian on war theatres? Unfortunately, the study does not focus on the causes. For 49 % of respondents, posting a status on Facebook or Twitter, focuses on the immediacy of the long-term actions, as if both were not compatible. For 46%, it gives the impression on preferring the communication with the action, as if both were antithetic.
Nevertheless, this panel recognizes the interest of these media as information sources. Globally, it is considered useful to know the missions of associations, their actions on the ground, to mobilize and collect donations. Moreover, the latter illustrate what separates the general public of NGO in their respective expectations towards the social networks. When the first one wants accounts on what is made with the collected donations, the seconds consider that videos and detailed reports are priority.
This cleavage continues in the confidence which both have in the social networks towards the collection of donations. The result is without appeal: 67 % of the questioned people in charge of NGO trust vs only 3 % of the general public. 48 % of them assert being completely suspicious.
After all, it has been interesting to know the reasons of this "divorce" between the general public and NGO on the social networks. Would it be the sign of a delay or a skepticism towards a virtual commitment considered superficial (on the contrary to a public demonstration)? Other statistics testify of this kind of aversion in the digital technology. According to the barometer e-donor LIMITE-IFOP of 2016, the online donations represent only 7.2 % of the annual donations. Also, according to Digimind company’s study mentioned previously, the recruitment of the donors firstly through the media mainstream: " the social networks do not seem to be the royal road".
The fact is that these figures are not representative of the general state of the donation in France because it increased in 2014 and 2015 according the report of French trade union generosities.
Article written by Thierry Randretsa