{"id":16436,"date":"2025-09-17T08:00:03","date_gmt":"2025-09-17T12:00:03","guid":{"rendered":"https:\/\/karmadharma.ca\/?p=16436"},"modified":"2025-09-17T15:36:43","modified_gmt":"2025-09-17T19:36:43","slug":"une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable","status":"publish","type":"post","link":"https:\/\/karmadharma.ca\/fr\/une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable\/","title":{"rendered":"Une subvention \u00e0 fort impact. Le chemin du Science Friday vers une croissance durable du nombre de donateurs"},"content":{"rendered":"

Une seule subvention a permis \u00e0 Science Friday d’obtenir 1,7 million d’impressions, plus de 89 000 engagements et une augmentation durable du nombre de donateurs.<\/span><\/p>\n

Lorsqu’ils ont re\u00e7u une subvention gouvernementale unique pour un marketing innovant, ils voulaient plus qu’un coup de pouce \u00e0 court terme. Ils voulaient un \u00e9lan qui se poursuivrait lors des prochaines saisons de collecte de fonds. <\/span><\/p>\n

Leur objectif : renouer avec les anciens donateurs, inspirer les auditeurs fid\u00e8les qui n’ont pas encore fait de don et faire d\u00e9couvrir \u00e0 de nouveaux publics le pouvoir du journalisme scientifique. <\/span><\/p>\n

Nous avons d\u00e9cid\u00e9 de faire en sorte que cela se produise.<\/span><\/p>\n

 <\/p>\n

une strat\u00e9gie fond\u00e9e sur la science<\/h2>\n

Nous avons commenc\u00e9 par nous aligner sur un objectif clair : accro\u00eetre et diversifier la base de donateurs tout en restant fid\u00e8les \u00e0 la curiosit\u00e9, \u00e0 la confiance et \u00e0 la communaut\u00e9 de Science Friday.<\/span><\/p>\n

Gr\u00e2ce \u00e0 une analyse approfondie de l’audience, nous avons segment\u00e9 les donateurs actuels et anciens, identifi\u00e9 les prospects \u00e0 fort potentiel et \u00e9labor\u00e9 un syst\u00e8me complet de profil des donateurs refl\u00e9tant leur comportement et leurs convictions. La strat\u00e9gie a \u00e9t\u00e9 con\u00e7ue pour r\u00e9pondre aux besoins des personnes en termes d’\u00e9tat d’esprit et de valeurs. <\/span><\/p>\n

 <\/p>\n

curiosit\u00e9 cr\u00e9ative<\/h2>\n

La campagne a pris vie gr\u00e2ce \u00e0 des s\u00e9ries d’annonces cibl\u00e9es bas\u00e9es sur des mythes scientifiques, des anecdotes amusantes et des r\u00e9cits qui s’adressent d’abord \u00e0 l’auditoire. Du texte aux visuels, chaque \u00e9l\u00e9ment a \u00e9t\u00e9 con\u00e7u pour ressembler au Vendredi de la science : intelligent, amusant et surprenant. <\/span><\/p>\n

Nous avons r\u00e9dig\u00e9 des messages qui parlaient d’impact, con\u00e7u des publicit\u00e9s qui encourageaient la curiosit\u00e9 et r\u00e9organis\u00e9 une page d’accueil pour les dons qui montrait pourquoi la science et le journalisme scientifique sont importants. <\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n

lancement de l’apprentissage<\/h2>\n

Nous avons lanc\u00e9 la campagne sur Facebook, Instagram, YouTube, Gmail et Google Display, couvrant la prospection de nouveaux donateurs, la r\u00e9activation des anciens donateurs et le reciblage des publics d\u00e9j\u00e0 engag\u00e9s.<\/span><\/p>\n

Tout au long du mois de d\u00e9cembre, nous avons suivi les performances en temps r\u00e9el, optimisant quotidiennement le budget et les placements cr\u00e9atifs pour maximiser l’impact. <\/span><\/p>\n

 <\/p>\n

il a conduit \u00e0<\/h3>\n

1,7 million d’impressions<\/span><\/p>\n

\ud83d\udca1307 677 atteindre<\/span><\/p>\n

\ud83d\udca121 124 clics<\/span><\/p>\n

\ud83d\udca1 89 000+ engagements de posts sur Facebook<\/span><\/p>\n

\ud83d\udca1 334 partages + 1 442 vues de vid\u00e9os compl\u00e9t\u00e9es<\/span><\/p>\n

\ud83d\udca1 4,4-5,7 pages par session sur les pages d’atterrissage <\/span><\/p>\n

La campagne a permis d’\u00e9largir la base de donateurs de Science Friday et de fournir des informations utiles pour l’\u00e9laboration de futures actions de sensibilisation. Les bases d’une dynamique durable d’une ann\u00e9e sur l’autre sont d\u00e9sormais en place. <\/span><\/p>\n

Une opportunit\u00e9 \u00e0 court terme a d\u00e9bouch\u00e9 sur une confiance et une port\u00e9e \u00e0 long terme. En effet, lorsque vous transmettez le bon message au bon public et que vous l’invitez \u00e0 participer, vous \u00e9largissez votre mission. <\/span><\/p>\n

\"SciFri<\/p>\n","protected":false},"excerpt":{"rendered":"

Une seule subvention a permis \u00e0 Science Friday d’obtenir 1,7 million d’impressions, plus de 89 000 engagements et une augmentation durable du nombre de donateurs. Lorsqu’ils ont re\u00e7u une subvention gouvernementale unique pour un marketing innovant, ils voulaient plus qu’un coup de pouce \u00e0 court terme. Ils voulaient un \u00e9lan qui se poursuivrait lors des […]<\/p>\n","protected":false},"author":26,"featured_media":16435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64],"tags":[],"class_list":["post-16436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie"],"acf":[],"yoast_head":"\nkarmadharma - une subvention \u00e0 fort impact<\/title>\n<meta name=\"description\" content=\"Nous avons aid\u00e9 Science Friday \u00e0 transformer une simple subvention gouvernementale en une campagne de donateurs tr\u00e8s performante en utilisant la segmentation, la strat\u00e9gie cr\u00e9ative et l'optimisation en temps r\u00e9el pour augmenter le soutien et approfondir l'engagement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/karmadharma.ca\/fr\/une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"karmadharma - une subvention \u00e0 fort impact\" \/>\n<meta property=\"og:description\" content=\"Nous avons aid\u00e9 Science Friday \u00e0 transformer une simple subvention gouvernementale en une campagne de donateurs tr\u00e8s performante en utilisant la segmentation, la strat\u00e9gie cr\u00e9ative et l'optimisation en temps r\u00e9el pour augmenter le soutien et approfondir l'engagement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/karmadharma.ca\/fr\/une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable\/\" \/>\n<meta property=\"og:site_name\" content=\"karmadharma\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/karmadharma.agency\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-17T12:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-17T19:36:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/karmadharma.ca\/wp-content\/uploads\/2025\/09\/KD-SciFri-Banner-v1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"763\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"karmadharma\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"karmadharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/karmadharma.ca\\\/fr\\\/une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/karmadharma.ca\\\/fr\\\/une-subvention-avec-un-grand-impact-science-fridays-path-a-la-croissance-donateur-durable\\\/\"},\"author\":{\"name\":\"karmadharma\",\"@id\":\"https:\\\/\\\/karmadharma.ca\\\/fr\\\/#\\\/schema\\\/person\\\/3307f0c873dacd6dcf99ede656153cc2\"},\"headline\":\"Une subvention \u00e0 fort impact. 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