The Brief
Improving the Operations of a Local Charity
Willing Hearts, a remarkable charity running a soup kitchen that delivers 7,000 meals daily to the underprivileged in Singapore. Despite their incredible impact, their volunteer processes are in need of a major overhaul.
Primarily run by retirees with a passion for giving back, the organization faces challenges with cumbersome and unclear processes, causing frustration among volunteers.
We aim to transform the volunteer experience by:
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Streamlining the registration process
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Improving task coordination
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Boosting volunteer engagement and retention
By implementing these changes, we hope to make the lives of these dedicated volunteers easier and more rewarding.
Identifying Our Volunteers
Who are they and what do they need?
Before we begin, it's essential to recognize that volunteers at Willing Hearts come from diverse backgrounds and have varying needs regarding their volunteer experiences. With this understanding, we visited Willing Hearts to engage directly with volunteers, aiming to better empathize with them.
Through these interactions, we identified three main types of volunteers:
New Volunteers
Seek meaningful ways to contribute but are unsure how to do so
Seasoned Volunteers
Socially motivated and prefer to volunteer with friends
Donors
No time to volunteer but committed to supporting the cause
New Volunteers
Struggle With Lack of Information
During our interviews, volunteers highlighted a common issue: new volunteers often find themselves unsure of what to do in the soup kitchen because there are no clear instructions or designated individuals assigning tasks. Everyone is mostly occupied with their own duties.
Imagine Lucy, a student eager to volunteer during her free time. Being somewhat reserved, she prefers to stay within her comfort zone and contribute in any way she can. However, the lack of detailed role information on the website leaves her uncertain about what to expect, potentially discouraging her from volunteering at Willing Hearts.
Solution #1
Providing Detailed Information for Each Role
To improve the first-time volunteer experience, we propose enhancing the Willing Hearts website with comprehensive information. This involves clearly outlining the different volunteer roles within the soup kitchen, specifying their locations, and offering step-by-step instructions.
This way, new volunteers can easily choose roles that interest them and find their designated station quickly on their volunteer day.
Seasoned Volunteers
Seeking Ways to Volunteer With Friends
The next group we've identified are seasoned volunteers, many of whom are retirees. They see volunteering as a chance to give back to society and enjoy meaningful time with friends.
Take Auntie Sandy, a retired teacher deeply committed to helping others. She actively encourages her friends to volunteer alongside her, sharing the joy of giving while reconnecting with each other. However, because there are limited daily slots at the soup kitchen, they sometimes cannot volunteer together on the same day since they need to register separately.
Solution #2
Allowing Volunteers to Register as a Group
To make volunteering with friends easier, we suggest implementing group registration. This allows one person to sign up for the entire group, saving time by storing their friends' information in the portal for future use. This ensures they can all volunteer together on the same day seamlessly.
Donors
Needing Assurance That Their Donation Is Put Into Good Use
In addition to those who volunteer at the soup kitchen, many people support the cause by donating, as they lack the time to volunteer.
Here’s Andy for example - a busy manager at an MNC who juggles a demanding job and family responsibilities. Although he can't volunteer, he still wants to make a difference by donating to charity. Andy needs assurance that his contributions are going to a worthy cause and will genuinely help those in need.
Solution #3
Transparency and Proof of Contributions
To reassure Andy that his donations are used effectively, we decided to add a "Stories" section on the website featuring articles about the aid being delivered and various activities by the charity.
We also proposed that Willing Hearts be transparent about the funds needed for their initiatives and the amount collected so far, giving donors a clearer understanding of the impact of their contributions.
Important Considerations
Implementing Cost-Effective Solutions
As a non-profit organization, Willing Hearts faces limitations in implementing new ideas and solutions. Therefore, we ensured that our proposed changes are minimal, cost-effective, and easy to implement:
1
Training New Volunteers
Instead of having experienced staff repeatedly train new volunteers, we can provide detailed instructions on the website, making them accessible to everyone.
2
Group Registration
Willing Hearts can leverage their existing volunteer portal to add the group registration feature, avoiding the need for a completely new system.
3
“Stories” page
They can consolidate existing news articles and stories from their Facebook page into their website, eliminating the need for additional time and expense to create new content.
These cost-effective solutions will make a big difference without straining the organization’s resources.
