{"id":14593,"date":"2026-06-29T09:27:00","date_gmt":"2026-06-29T13:27:00","guid":{"rendered":"https:\/\/thirdwunder.com\/?p=14593"},"modified":"2026-06-26T16:14:55","modified_gmt":"2026-06-26T20:14:55","slug":"adaptation-des-recherches-dobnl","status":"publish","type":"post","link":"https:\/\/thirdwunder.com\/fr\/blog\/adaptation-des-recherches-dobnl\/","title":{"rendered":"Le guide des organismes \u00e0 but non lucratif pour transformer la recherche en 12 formats exploitables"},"content":{"rendered":"\n

Quatre-vingt-quatre personnes se sont assises pour parler \u00e0 un chercheur des probl\u00e8mes avec lesquels une organisation vivait depuis plus d’une d\u00e9cennie. Elles ont donn\u00e9 de leur temps, et beaucoup d’entre elles ont partag\u00e9 des histoires douloureuses. Selon les probabilit\u00e9s habituelles, tout cela aurait fini dans un long rapport technique que la direction aurait accept\u00e9 et que presque personne n’aurait ouvert de nouveau.<\/p>\n\n\n\n

Les choses se sont pass\u00e9es diff\u00e9remment. Parce que les conclusions ont \u00e9t\u00e9 r\u00e9dig\u00e9es de mani\u00e8re \u00e0 ce que les gens puissent s’y reconna\u00eetre, 300 membres du personnel \u00e0 travers l’organisation l’ont r\u00e9ellement lu. Doaa Abou Hussein, conseill\u00e8re principale chez Kindred Purpose, a partag\u00e9 ce tournant lors d’un r\u00e9cent webinaire With Wunder. Pour elle, cela souligne une v\u00e9rit\u00e9 qu’elle a pass\u00e9 plus d’une d\u00e9cennie \u00e0 perfectionner : les organisations ax\u00e9es sur une mission doivent changer la fa\u00e7on dont elles remettent leur recherche aux personnes concern\u00e9es. Elle se souvient encore de ce qui s’est pass\u00e9 apr\u00e8s la publication de ce rapport : \u00ab Une par une, les personnes venaient me voir pour me dire : \u00ab\u00a0Merci. Merci d’avoir partag\u00e9 mon histoire.\u00a0\u00bb \u00bb<\/p>\n\n\n\n

La distance entre ces deux r\u00e9sultats ne concerne presque jamais la qualit\u00e9 de la recherche. Il s’agit d’une question de format et, comme l’explique Doaa, obtenir le bon format consiste \u00e0 se demander si l’on a honor\u00e9 ce que la communaut\u00e9 nous a confi\u00e9.<\/p>\n\n\n\n

Un rapport que personne ne lit brise une promesse faite aux personnes qui y sont mentionn\u00e9es<\/h2>\n\n\n\n

Doaa a travaill\u00e9 des deux c\u00f4t\u00e9s du rapport : celui qui les commande et celui qui les r\u00e9dige. Elle d\u00e9crit le mode d’\u00e9chec sans d\u00e9tour : \u00ab On fait \u00e9norm\u00e9ment de recherches, mais ensuite, elles restent l\u00e0, sont oubli\u00e9es et prennent la poussi\u00e8re. Peut-\u00eatre que quelqu’un les a survol\u00e9es une fois, puis elles ne sont plus jamais utilis\u00e9es. \u00bb<\/p>\n\n\n\n

Le r\u00e9flexe dans beaucoup d’organisations est de traiter le document poli de 50 pages comme le livrable, et tout ce qui est plus court comme du marketing optionnel. Doaa inverse cette tendance. Traduire les conclusions en formats exploitables, dit-elle, \u00ab n’est pas de l’embellissement. C’est rendre justice aux questions que vous avez pos\u00e9es et honorer les histoires que vous venez d’entendre. Parce que si vous ne transmettez pas ces histoires clairement, de mani\u00e8re accessible et d’une fa\u00e7on qui donne aux gens l’envie de s’y int\u00e9resser, ces histoires ne conduiront pas r\u00e9ellement au changement. \u00bb<\/p>\n\n\n\n

Les enjeux d\u00e9coulent de qui a pay\u00e9 pour la recherche. Les communaut\u00e9s y ont investi du temps et de la confiance, et le personnel a pass\u00e9 des mois sur la conception et l’analyse ; la valeur ne r\u00e9side donc pas dans la rigueur du document, mais dans le fait que quelqu’un puisse l’utiliser, ce qui est en soi une obligation \u00e9thique, et non un \u00e9l\u00e9ment facultatif. Comme le dit Doaa : \u00ab Peu importe \u00e0 quel point c’est rigoureux. Si c’est oubli\u00e9, cela ne signifie rien. \u00bb<\/p>\n\n\n\n

La preuve : un ensemble de recherches, reconstruit pour les travailleurs de premi\u00e8re ligne<\/h2>\n\n\n\n

Kindred Purpose a \u00e9t\u00e9 engag\u00e9 pour produire une recherche approfondie sur le soutien aux femmes n\u00e9o-arrivantes survivantes de violence fond\u00e9e sur le sexe. Le r\u00e9sultat par d\u00e9faut aurait \u00e9t\u00e9 un long rapport technique destin\u00e9 \u00e0 la direction.<\/p>\n\n\n\n

Au lieu de cela, l’\u00e9quipe a traduit les m\u00eames preuves en une s\u00e9rie de livres blancs en langage simple, r\u00e9dig\u00e9s \u00e0 un niveau de lecture de 3e \u00e0 5e ann\u00e9e, construits sp\u00e9cifiquement pour les travailleurs de premi\u00e8re ligne qui effectuent le travail, dont beaucoup \u00e9taient eux-m\u00eames des nouveaux arrivants. La profondeur et la base factuelle sont rest\u00e9es intactes ; seul le format a chang\u00e9 pour correspondre aux personnes qui en avaient besoin. Les documents sont devenus des outils de formation et de r\u00e9f\u00e9rence continus, int\u00e9gr\u00e9s \u00e0 la fa\u00e7on dont le personnel effectuait r\u00e9ellement son travail.<\/p>\n\n\n\n

C’est le cadre en action : des donn\u00e9es identiques, des r\u00e9sultats enti\u00e8rement diff\u00e9rents, d\u00e9cid\u00e9s strictement par le format. Voici comment l’ex\u00e9cuter syst\u00e9matiquement. Et le soulagement pour une \u00e9quipe de communication surcharg\u00e9e est qu’aucun de ces \u00e9l\u00e9ments ne n\u00e9cessite d’\u00e9crire douze choses \u00e0 partir de z\u00e9ro. Vous extrayez des formats d’un seul travail, vous n’en inventez pas une douzaine de nouveaux.<\/p>\n\n\n\n

Un rapport contient au moins 12 formats. Voici comment les extraire.<\/h2>\n\n\n\n

Consid\u00e9rez un seul projet de recherche comme une mati\u00e8re premi\u00e8re que vous pouvez d\u00e9couper de douze fa\u00e7ons, en passant de l’artefact le plus complet au plus partageable.<\/p>\n\n\n\n

Tier 1 : Formats de base pour les d\u00e9cideurs<\/h3>\n\n\n\n
    \n
  1. Le rapport complet, m\u00e9thodologie incluse. Doaa conserve la m\u00e9thodologie m\u00eame dans les versions accessibles : \u00ab Je pense que les gens m\u00e9ritent de savoir comment ce rapport a \u00e9t\u00e9 cr\u00e9\u00e9 et comment la recherche a \u00e9t\u00e9 effectu\u00e9e. \u00bb<\/li>\n\n\n\n
  2. Le r\u00e9sum\u00e9 ex\u00e9cutif ou la note de synth\u00e8se, qui est souvent la seule chose que les d\u00e9cideurs touchent r\u00e9ellement : \u00ab Voici vos principaux points \u00e0 retenir, 1, 2, 3, 4, 5. Voici vos principales prochaines \u00e9tapes recommand\u00e9es. \u00bb<\/li>\n\n\n\n
  3. La note de politique modulaire, un tableau ind\u00e9pendant de points \u00e0 retenir et de recommandations qui renvoie directement \u00e0 la section pertinente du rapport complet, afin qu’un lecteur int\u00e9ress\u00e9 puisse acc\u00e9der aux d\u00e9tails au lieu de parcourir une table des mati\u00e8res.<\/li>\n<\/ol>\n\n\n\n

    Tier 2 : Outils tactiques pour les \u00e9quipes de premi\u00e8re ligne<\/h3>\n\n\n\n
      \n
    1. Guides et outils en langage simple adapt\u00e9s au niveau de lecture de l’utilisateur final r\u00e9el, comme la s\u00e9rie sur la violence fond\u00e9e sur le sexe con\u00e7ue pour les travailleurs de premi\u00e8re ligne.<\/li>\n\n\n\n
    2. Documents de deux pages sp\u00e9cifiques aux r\u00f4les, afin qu’un travailleur en \u00e9tablissement, un travailleur social en violence fond\u00e9e sur le sexe et un fournisseur de soins de sant\u00e9 obtiennent chacun la version qui parle \u00e0 leur r\u00e9alit\u00e9, au lieu d’un seul rapport qui ne s’adresse \u00e0 personne.<\/li>\n\n\n\n
    3. Infographies qui pr\u00e9sentent les statistiques et recommandations cl\u00e9s par elles-m\u00eames.<\/li>\n<\/ol>\n\n\n\n

      Tier 3 : Formats ax\u00e9s sur les histoires pour la communaut\u00e9<\/h3>\n\n\n\n
        \n
      1. \u00c9tudes de cas qui permettent aux membres de la communaut\u00e9 de se voir refl\u00e9t\u00e9s, l’effet qui a pouss\u00e9 300 membres du personnel \u00e0 lire une seule pi\u00e8ce de recherche.<\/li>\n\n\n\n
      2. Un article ou une s\u00e9rie de blogues qui divise les conclusions en une s\u00e9quence construite autour d’une histoire ou d’une perspective \u00e0 la fois, ce qui am\u00e9liore la compr\u00e9hension et la m\u00e9morisation.<\/li>\n\n\n\n
      3. Profils de membres de la communaut\u00e9 qui mettent un visage et une raison derri\u00e8re les chiffres.<\/li>\n<\/ol>\n\n\n\n

        Tier 4 : Formats de distribution qui rejoignent les gens l\u00e0 o\u00f9 ils se trouvent<\/h3>\n\n\n\n
          \n
        1. Publications LinkedIn pour les bailleurs de fonds, les pairs et les d\u00e9cideurs.<\/li>\n\n\n\n
        2. Contenu Instagram pour la port\u00e9e et le lien humain.<\/li>\n\n\n\n
        3. Une infolettre et une fonction de courriel qui r\u00e9capitulent les conclusions et renvoient au travail complet, amenant la recherche dans les bo\u00eetes de r\u00e9ception au lieu de laisser les gens partir \u00e0 la chasse.<\/li>\n<\/ol>\n\n\n\n

          LinkedIn et Instagram veulent des coupes diff\u00e9rentes de la m\u00eame v\u00e9rit\u00e9<\/h2>\n\n\n\n

          Publier le bloc de texte identique sur chaque canal ne fonctionne pas, car chaque plateforme demande une coupe diff\u00e9rente de la m\u00eame recherche. LinkedIn r\u00e9compense les preuves brutes et les perspectives professionnelles ; Instagram exige une narration humaine et un impact visuel. Comme le dit Doaa : \u00ab Ce que vous publiez sur LinkedIn peut \u00eatre un contenu l\u00e9g\u00e8rement diff\u00e9rent de ce que vous publiez sur Instagram, et cet engagement doit \u00eatre un peu diff\u00e9rent. \u00bb<\/p>\n\n\n\n

          Le profilage d’un v\u00e9ritable membre de la communaut\u00e9 m\u00e9rite sa place ici pour une raison qui d\u00e9passe la simple port\u00e9e. Cela montre \u00e0 votre auditoire non seulement la conclusion, mais aussi la raison pour laquelle votre organisation fait ce travail, ce qui est exactement le type de preuve qui renforce la cr\u00e9dibilit\u00e9 dans le secteur.<\/p>\n\n\n\n

          Si une IA ne peut pas lire votre recherche, vos futurs partisans ne le pourront pas non plus<\/h2>\n\n\n\n

          Chaque \u00e9l\u00e9ment accessible que vous publiez \u00e9largit le chemin vers la question elle-m\u00eame. \u00ab Plus vous publiez, plus cela va r\u00e9ellement augmenter votre SEO et la visibilit\u00e9 que vous obtenez \u00bb, dit Doaa. \u00ab Si vous prenez ce m\u00eame contenu et que vous le reconditionnez dans un article de blogue pour votre site Web, cela am\u00e9liore votre SEO. \u00bb La port\u00e9e se cumule \u00e0 travers les canaux : les articles LinkedIn et les pages Web publiques sont index\u00e9s directement dans les moteurs de recherche, ce qui rend vos conclusions d\u00e9tectables tant par les personnes que par les machines.<\/p>\n\n\n\n

          Les enjeux de 2026 sont plus marqu\u00e9s que les classements de recherche. De plus en plus de personnes posent leurs questions \u00e0 ChatGPT et Gemini, et ces mod\u00e8les ne peuvent faire ressortir que ce qu’ils peuvent explorer. La recherche enferm\u00e9e dans une pi\u00e8ce jointe PDF non index\u00e9e est invisible pour eux, ce qui signifie que l’expertise ch\u00e8rement acquise de votre organisation n’entre jamais dans la r\u00e9ponse. Les m\u00eames conclusions, publi\u00e9es ouvertement sous divers formats, rendent plus probable qu’une IA nomme votre travail et la communaut\u00e9 derri\u00e8re lui lorsque quelqu’un pose une question sur la question sur laquelle vous avez pass\u00e9 des ann\u00e9es.<\/p>\n\n\n\n

          La distribution appartient au budget de recherche, pas \u00e0 c\u00f4t\u00e9<\/h2>\n\n\n\n

          Lorsque la distribution est trait\u00e9e comme une ligne de marketing distincte en concurrence avec la recherche, elle perd \u00e0 chaque fois, ce qui est pr\u00e9cis\u00e9ment \u00e0 l’envers. Faire parvenir les conclusions aux personnes qui en ont besoin est la partie du budget de recherche qui d\u00e9cide si la recherche fait quoi que ce soit.<\/p>\n\n\n\n

          Doaa lie cela directement aux devises sur lesquelles les organismes \u00e0 but non lucratif fonctionnent r\u00e9ellement, la l\u00e9gitimit\u00e9 et le financement : \u00ab Plus vous \u00eates en mesure de d\u00e9montrer cela sur une base continue, et que c’est soutenu par une recherche solide mais pr\u00e9sent\u00e9 de mani\u00e8re accessible, votre l\u00e9gitimit\u00e9 et le d\u00e9sir des gens de soutenir votre mission vont monter en fl\u00e8che. \u00bb La recherche qui reste sur une \u00e9tag\u00e8re gaspille l’investissement de temps et de confiance de la communaut\u00e9, tandis que la recherche qui atteint son public renforce la cr\u00e9dibilit\u00e9 g\u00e9n\u00e9ralis\u00e9e qui justifie la prochaine subvention.<\/p>\n\n\n\n

          L’aiguille ne bouge que lorsque quelqu’un la lit<\/h2>\n\n\n\n

          Doaa trace la ligne clairement lors du webinaire With Wunder : \u00ab Le but d’une bonne recherche est de faire bouger les choses. Si vous faites vraiment cela pour servir les communaut\u00e9s, cela doit faire bouger les choses. \u00bb Terminer le document n’a jamais \u00e9t\u00e9 la ligne d’arriv\u00e9e, car le travail n’honore les personnes qui l’ont construit qu’une fois que quelqu’un l’a mis en usage. Douze formats, mobilis\u00e9s \u00e0 partir d’un rapport, c’est ainsi que vous donnez \u00e0 ces conclusions, et \u00e0 la communaut\u00e9 qui s’y trouve, une r\u00e9elle chance d’\u00eatre entendue.<\/p>\n\n\n\n

          <\/div>\n\n\n\n
          \n \n \"Stratégie\n <\/a>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

          Lorsque la recherche reste pi\u00e9g\u00e9e dans un PDF, les communaut\u00e9s qui ont partag\u00e9 leurs histoires n’en tirent rien. Voici comment mobiliser une douzaine de formats exploitables \u00e0 partir d’un seul rapport, pour les lecteurs humains et l’IA.<\/p>\n","protected":false},"author":3,"featured_media":14584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[970,885],"tags":[741,1565,1010,1556,1554],"tw_product_category":[1208],"tw_service_category":[],"video-topic":[1334,1425],"class_list":["post-14593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux","category-strategie","tag-en-vedette","tag-marketing-pour-le-bien-social","tag-organismes-a-but-non-lucratif","tag-philanthropie","tag-rapports-de-recherche","tw_product_category-wunderagents","tw_video_topic-ai","tw_video_topic-strategy"],"acf":[],"yoast_head":"\nComment r\u00e9utiliser la recherche des OBNL en 12 contenus - Third Wunder<\/title>\n<meta name=\"description\" content=\"La communaut\u00e9 a donn\u00e9 de son temps et a partag\u00e9 ses histoires. 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