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Designing volunteer recruitment campaigns. What can creativity and design do for you?


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Event organized by MAD school, MOVE and NVPC. Part of Singapore Design Week 2014

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Designing volunteer recruitment campaigns. What can creativity and design do for you?

  1. 1. Designing Volunteer Recruitment Campaigns What can creativity and design do for you?
  2. 2. 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 mapping 3.3. Acknowledge and always say “Thank you”
  3. 3. Creativity
  4. 4. MYTH
  5. 5.
  6. 6. But, why is creativity important?
  7. 7. 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?
  8. 8. We need to question our 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
  9. 9.
  10. 10. Design
  11. 11. Heskett
  12. 12. “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
  13. 13. “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
  14. 14. Stanford D-School Sanders and Stappers
  15. 15.
  16. 16. DMI Summer 2013
  17. 17. Shedroff DMI Summer 2013
  18. 18. What can design do for you? (Non-profit, social enterprise...)
  19. 19. “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
  20. 20. What is Design Thinking?
  21. 21. Liedkta Ideo Lean Startup Stanford D-School
  22. 22. “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.
  23. 23. Ambiguity Collaborative Multidisciplinary Constructive Curiosity Empathy Holistic Non judgmental Open Mindset
  24. 24. Volunteer Recruitment Hands on mode using Design Thinking tools
  25. 25. Who is your audience?
  26. 26. 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
  27. 27. 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? the-best-opportunity-for-you/
  28. 28. Your needs or their needs?
  29. 29. Yours need to match theirs Exploration Fulfillment Creativity Learning Connection Belonging Community Growth Challenge Discovery Contribution Inspiration To matter Stimulation Meaning Awareness Tony Robbins
  30. 30. Exploring their creativity Engaging sessions Young people Develop transferable skills
  31. 31. Non-traditional volunteering Micro-volunteer Easy and convenient Actions has pyjama rating
  32. 32. Defining Persona
  33. 33. 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.
  34. 34. Singaporean Male 38 years Married 2 kids Lives in HDB…but…
  35. 35.
  36. 36. Develop a clear message All good communications depend on clarity Use what you have learned Make it clear and simple
  37. 37. “If it’s not fun, you’re not doing it right” Volunteer is fun
  38. 38. Engage. The power and challenges of social media
  39. 39. 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
  40. 40. 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
  41. 41.
  42. 42.
  43. 43. What? When? Where? How? Scenario / Experience Mapping
  44. 44. Description of a person’s interaction with a system Basic components: context, challenge, theoretical framework, events and actions, results and reflections Imagined future scenarios-in-industrial-design/
  45. 45. 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) experiences/
  46. 46.
  47. 47. Time plays an important role Represent your customer/user perspective Use research Focus on emotions Represent touch points Include time
  48. 48. Acknowledge and say “Thank you”
  49. 49. 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
  50. 50. Thank you for coming!