Designing Volunteer Recruitment Campaigns

What can creativity and design do for you?

Guideline

1. Design and Creativity. Why are they important?1.1. Creativity. Having the right attitude

1.2. Design and fields of action.

1.3. Design Thinking

2. Who is your audience?

2.1. Why do people volunteer?

2.2. Your needs or their needs?

2.3. Defining persona

3. Develop a clear message

3.1. Engage. The power and challenges of social media.

3.2. What? When? Where? How? Scenario/Experience mapping3.3. Acknowledge and always say “Thank you”

Creativity

http://plentyofcolour.com/2011/02/22/left-brain-vs-right-brain/

MYTH

http://blogvecindad.com/ideas-para-estimular-la-creatividad/

But, why is creativity important?

http://comandtrends.files.wordpress.com/2011/11/future-world.jpg

In this constantly changing world, the type of problems we face are different from previous generations

Do you think trying to solve them in a old standard way is a smart move?

We need to questionour assumptions and challenge our paradigms in order to be ready to provide solution for this new reality.

It doesn't mean we all need turn into artists, but having the right mindset and openness to explore can lead to better and more appropriate results

http://www.channelnewsasia.com/news/specialreports/parliament/videos/govt-urged-to-make/1020376.html

Design

Heskett

“Design goes beyond invention. Design is about the things we make, the places we shape, the illustrations we compose, the human interfaces we configure, and the processes and events we organise. It is material, visual, as well as a way of thinking.”

Singapore Design Council

“To design is to devise courses of action aimed at changing existing situations into preferred ones.”

Herbert Simon. Nobel laureate

“Design for me goes beyond form, function, style and the product itself. It encompasses people’s emotions, experiences and values. It is a way of thinking, seeing and behaving meaningfully in different situations and contexts. I believe that designers need to be aware of environmental and social issues, while at the same time, be able to understand and integrate business requirements and goals.” Diana Albarrán González

Stanford D-School

Sanders and Stappers

http://quidd110.wordpress.com/mod-2/

DMI Summer 2013

Shedroff

DMI Summer 2013

What can design do for you? (Non-profit, social enterprise...)

“Design thinking is the next strategic lever for social enterprises, non-profits and schools to design products and services that truly speak to the needs of the customers, rather than just fulfill assumed needs.”

Jared Tham, Lien Centre for Social Innovation

What is Design Thinking?

Liedkta

Ideo

Lean Startup

Stanford D-School

“Though designing as a craft requires years of dedicated education and talent to master, design thinking, as a problem solving approach, does not.”

Dr. Jeanne M. Liedkta, Design Thinking expert.

Based on what Dr. Liedkta said, who else better than a designer with years of dedicated education to train and lead Design Thinking.

Ambiguity

Collaborative

Multidisciplinary

Constructive

Curiosity

Empathy

Holistic

Non judgmental

Open Mindset

Volunteer RecruitmentHands on mode using Design Thinking tools

Who is your audience?

Why do people volunteer?

Affected or believe in the cause

Boost their CV

Learn and share new skills

Connect to their community

Their friends are doing it

Meet new people

Have fun

Purpose-driven people

http://www.jamesjoyce.co.uk/product/100

Research

Ask from your existing volunteers database or in social networks…

What motivates volunteers?

What is preventing you for volunteering?

What has lead you to volunteer in the past?

Would you be more likely to volunteer if you get accredited training?http://givinglife.canadahelps.org/en/blog/giving-strategy/volunteer-quiz-measure-your-v-q-and-find-

the-best-opportunity-for-you/

Your needs or their needs?

Yours need to match theirs

Exploration

Fulfillment

Creativity

Learning

Connection

Belonging

Community

Growth

Challenge

Discovery

Contribution

Inspiration

To matter

Stimulation

Meaning

Awareness Tony Robbins

Exploring their creativity

Engaging sessions

Young people

Develop transferable skills

Non-traditional volunteering

Micro-volunteer

Easy and convenient

Actions has pyjamarating

Defining Persona

Persona An archetype, model of a person, your ideal example.

More than demographic information.

The most important are psychological traits. Behaviours, beliefs, values, motivations, intentions.

http://www.triciatjia.com/2011/07/21/hestia-b2b-customer-persona-poster-design/

Singaporean

Male

38 years

Married

2 kids

Lives in HDB…but…

http://www.flickr.com/photos/gobindkhalsa/4189581020/sizes/z/in/photostream/

http://sidlaurea.com/2012/11/25/design-thinking-group-exercises-to-train-your-design-muscles/ http://visiblearea.com/blog/Personas_are_effective

Develop a clear message

All good communications depend on clarity

Use what you have learned

Make it clear and simple

“If it’s not fun, you’re not doing it right”

Volunteer is fun

Engage. The power and challenges of social media

But need to be active in these platforms

Share about volunteer stories, opportunities and articles

Time to share with the network and build relationships: pass on useful information, responds to calls for help, comment on other posts

“For every marketing withdrawal, you want to make 20 relational deposits.” Jamie Thomas, CEO Red Foundation.

Opportunity to create dialogue

An example:Before committing to volunteering,your potential volunteer might...

I. Watch your YouTube video

II. Like your Facebook page

III. Find an online volunteer posting

IV. Subscribe to your newsletter

V. Email you for information

VI. Fill out an online application

https://www.youtube.com/user/rainforestalliance?gl=SG&hl=en-GB

http://yorkshiretimes.co.uk/article/Want-to-volunteer-How-to-find-the-perfect-match

What? When? Where? How? Scenario / Experience Mapping

Description of a person’s interaction with a system

Basic components: context, challenge, theoretical framework, events and actions, results and reflections

Imagined future

http://knockingwolf.wordpress.com/2012/05/23/using-persona-and-scenarios-in-industrial-design/

Documents the customer experience through their perspective

Help to understand how customers are interacting with you

Helps you identify areas for improvement

Experience Mapping (customer, journey, user experience)

http://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-

experiences/

http://interactiondesign.sva.edu/people/project/betterbox

Time plays an important role

Represent your customer/user perspective

Use research

Focus on emotions

Represent touch points

Include time

Acknowledge and say “Thank you”

http://www.caves.org/commission/hq/hq_volunteer.shtml

Speaking of saying thanks…

Pedro Aguirre All the people that helped to make this MAD school happen!

James Lim

Michael Loh

MOVE

Mary-Ann Khoo

NVPC

Hui Ying Koo

Brendan Leheny

Warren Baumgart

www.outoftheboxthinking.net

albarran.diana@gmail.com

Thank you for coming!