Designing volunteer recruitment campaigns. What can creativity and design do for you?
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Designing Volunteer Recruitment Campaigns
What can creativity and design do for you?
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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”
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Creativity
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http://plentyofcolour.com/2011/02/22/left-brain-vs-right-brain/
MYTH
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http://blogvecindad.com/ideas-para-estimular-la-creatividad/
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But, why is creativity important?
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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?
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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
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http://www.channelnewsasia.com/news/specialreports/parliament/videos/govt-urged-to-make/1020376.html
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Design
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Heskett
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“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
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“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
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Stanford D-School
Sanders and Stappers
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http://quidd110.wordpress.com/mod-2/
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DMI Summer 2013
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Shedroff
DMI Summer 2013
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What can design do for you? (Non-profit, social enterprise...)
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“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
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What is Design Thinking?
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Liedkta
Ideo
Lean Startup
Stanford D-School
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“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.
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Ambiguity
Collaborative
Multidisciplinary
Constructive
Curiosity
Empathy
Holistic
Non judgmental
Open Mindset
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Volunteer RecruitmentHands on mode using Design Thinking tools
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Who is your audience?
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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
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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/
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Your needs or their needs?
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Yours need to match theirs
Exploration
Fulfillment
Creativity
Learning
Connection
Belonging
Community
Growth
Challenge
Discovery
Contribution
Inspiration
To matter
Stimulation
Meaning
Awareness Tony Robbins
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Exploring their creativity
Engaging sessions
Young people
Develop transferable skills
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Non-traditional volunteering
Micro-volunteer
Easy and convenient
Actions has pyjamarating
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Defining Persona
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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/
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Singaporean
Male
38 years
Married
2 kids
Lives in HDB…but…
http://www.flickr.com/photos/gobindkhalsa/4189581020/sizes/z/in/photostream/
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http://sidlaurea.com/2012/11/25/design-thinking-group-exercises-to-train-your-design-muscles/ http://visiblearea.com/blog/Personas_are_effective
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Develop a clear message
All good communications depend on clarity
Use what you have learned
Make it clear and simple
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“If it’s not fun, you’re not doing it right”
Volunteer is fun
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Engage. The power and challenges of social media
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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
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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
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https://www.youtube.com/user/rainforestalliance?gl=SG&hl=en-GB
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http://yorkshiretimes.co.uk/article/Want-to-volunteer-How-to-find-the-perfect-match
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What? When? Where? How? Scenario / Experience Mapping
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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/
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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/
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http://interactiondesign.sva.edu/people/project/betterbox
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Time plays an important role
Represent your customer/user perspective
Use research
Focus on emotions
Represent touch points
Include time
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Acknowledge and say “Thank you”
http://www.caves.org/commission/hq/hq_volunteer.shtml
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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