It’ll never work here: an international perspective on great recruitment propositions

Tobin Aldrich, Communications and Fundraising Director, WWF

Derek Humphries, Creative Director, DTV Group

In the next 40 minutes…

1. Three thoughts to help you develop inspiring propositions (locally, nationally, globally).

2. Three timeless examples

3. Great propositions go global.

Propositions

Three simple questions:

• What’s the need?

• What’s the solution?

• How does it include me?

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Dedicated Infant Animation and Care Worker

Qualified Playgroup Operative

Nursery Scheme Assistant Supervisor

Wanted: Vomit Wiper

Dedicated Infant Animation and Care Worker

Qualified Playgroup Operative

Inspiration Information

Indulgence

Appeal to:

Heart Head

Spirit Guts

1. Three thoughts to help you develop inspiring propositions (locally, nationally, globally)

2. Three timeless examples

3. Great propositions go global.

In the next 40 minutes…

1. Three thoughts to help you develop inspiring propositions (locally, nationally, globally)

2. Three timeless examples

3. Great propositions go global.

Why do people give?

Meet a need: urgency and tangibility

Start or stop something

Make a difference

Belong

Give thanks

Express values

Get something: tangible or intangible

Because we inspired them and made giving easy.

Small regional differences matter

less than universal similarities

In Holland I can show very graphic

imagery. In the US I can’t.

In Hong Kong I might appeal to the power of

the collective rather than power of the individual

When translated many languages end up

being much longer than English (up to 30%)

Some cultures embrace monthly electronic fund

transfer. Some don’t (yet)..

WWF UK tiger adoption

WWF Hong Kong tiger adoption

WWF UK hard tiger reg giving

WWF Australia hard tiger adoption

Plan UK child sponsorship

Plan Australia child sponsorship

Save UK regular giving

Save Italy regular giving

Today, one delighted supporter…

…tomorrow, the world.