This document discusses developing inspiring fundraising propositions that can work globally. It outlines three key thoughts for developing propositions locally, nationally, and globally. Examples are provided of propositions that have worked well for different organizations both within and across countries. The document emphasizes that while small regional differences exist, universal human motivations for giving, like making a difference or belonging, are more important. Translating propositions effectively across languages and cultures can help propositions work globally.

1. 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

2. 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.

3. Propositions
Three simple questions:
• What’s the need?
• What’s the solution?
• How does it include me?

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6. Inspiration Information
Indulgence

7. Heart Head
Appeal to:
Spirit Guts

8. 1. Three thoughts to help you develop inspiring
propositions (locally, nationally, globally)
2. Three timeless examples
3. Great propositions go global.

12. 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.

14. Why do people give?
Meet a need: urgency and tangibility
Make a difference
Start or stop something
Give thanks
Belong Express values
Get something: tangible or intangible
Because we inspired them and made giving easy.

15. Small regional differences matter
less than universal similarities
When translated many languages end up
being much longer than English (up to 30%)
In Hong Kong I might appeal to the power of
the collective rather than power of the individual
In Holland I can show very graphic
imagery. In the US I can’t.
Some cultures embrace monthly electronic fund
transfer. Some don’t (yet)..

16. WWF UK tiger adoption

17. WWF Hong Kong tiger adoption

18. WWF UK hard tiger reg giving

19. WWF Australia hard tiger adoption

20. Plan UK child sponsorship

21. Plan Australia child sponsorship

22. Save UK regular giving

23. Save Italy regular giving

24. Today, one delighted supporter…
…tomorrow, the world.