A Different and Simple Idea

on How to Communicate

with Donors and Sponsors

(Not Facebook)

A Different and Simple Idea

on How to Communicate

with Donors and Sponsors

(Not Facebook)

Andrew FryDirector of Donor

Recruitment

United Blood Services- New Mexico

Andrew FryDirector of Donor

Recruitment

United Blood Services- New Mexico

United Blood Services

• Division of Blood Systems, Inc. NM fixed sites

– Albuquerque (main site)– Farmington– Durango– Roswell– Santa Fe– Rio Rancho

• Annual Draw of 75,000 RBC, • 7500 SDP• 55% mobiles, 45% fixed site• Hospitals served: 42• Stem Cell/Therapeutic Apheresis

Program

Objectives1 Create a different communication medium for donors and sponsors

2 Leverage this information for donor and sponsor acknowledgement

Objectives1 Create a different communication medium for donors and sponsors

2 Leverage this information for donor and sponsor acknowledgement

Technology Video

Technology Video

How is all started?

How is all started?

Drive Posters-Communicates impact of drive on community

-Poster is given to sponsor and is utilized when promoting blood drive

Drive Posters-Communicates impact of drive on community

-Poster is given to sponsor and is utilized when promoting blood drive

ALBUQUERQUEUNM Hospital 7 RBCPresbyterian 8 RBC

Lovelace 3 RBCAlb Regional 7 RBC

Destinations of Blood Destinations of Blood Donations from Donations from New New Mexico Tech Blood Mexico Tech Blood

DriveDriveDecember 2008December 2008

92 RBC 41 Plasma 2 92 RBC 41 Plasma 2 plateletsplatelets

Destinations of Blood Destinations of Blood Donations from Donations from New New Mexico Tech Blood Mexico Tech Blood

DriveDriveDecember 2008December 2008

92 RBC 41 Plasma 2 92 RBC 41 Plasma 2 plateletsplatelets

Farmington10 RBC

One unit of red blood cells from the NM Tech

drive was given to a middle-aged man who

underwent pelvic surgery for cancer. During the

procedure he required a transfusion because of

unexpected bleeding. He recovered well from the

surgery and was discharged from the

hospital.

One unit of red blood cells from the NM Tech

drive was given to a middle-aged man who

underwent pelvic surgery for cancer. During the

procedure he required a transfusion because of

unexpected bleeding. He recovered well from the

surgery and was discharged from the

hospital.

Santa Fe

Clovis

Another unit went to an elderly woman who

suffered gastrointestinal bleeding and

subsequently lost a significant amount of blood. She was given red blood cells while the physicians were trying to control her

bleeding. The patient reports during follow-up visits that she feels

much improved.

Another unit went to an elderly woman who

suffered gastrointestinal bleeding and

subsequently lost a significant amount of blood. She was given red blood cells while the physicians were trying to control her

bleeding. The patient reports during follow-up visits that she feels

much improved.

Roswell

Ft Defiance

Chicago, IL

Another unit went to a middle-aged female

suffering from a profound decrease in hematocrit during her

treatment for leukemia. Red blood cells and other

blood products were transfused and she was

able to continue with her chemotherapy

treatments.

Another unit went to a middle-aged female

suffering from a profound decrease in hematocrit during her

treatment for leukemia. Red blood cells and other

blood products were transfused and she was

able to continue with her chemotherapy

treatments.

UNMH 4UNMH 4thth Floor Floor LobbyLobby

ALBUQUERQUEUNM Hospital

2 O-, 3 A+, 5 O+Presbyterian

4 A+, 1 B+, 1 O-4 O+

Heart Hospital1 B+

Destination of Destination of UNMH donors UNMH donors

collected collected 12/12/0812/12/08

Destination of Destination of UNMH donors UNMH donors

collected collected 12/12/0812/12/08

Farmington1 O+, 1 A+ Los Alamos

1 A+, 1 O+

10 Plasma were sent to ZLB for fractionation into hemophilia concentrates, etc.

Legend:PlasmaRed Cells(transfers)

Legend:PlasmaRed Cells(transfers)

Gallup1 O+ UBS

Fort Defiance,

AZ

Plasma was sent to Blood Centers of the Pacific

55 blood products 55 blood products from 35 donations from 35 donations 55 blood products 55 blood products from 35 donations from 35 donations

Ruidoso2 O+

9 RBC’s transferred to Meridian and Jackson Mississippi due to severe holiday shortages!!

5 O+, 3 A+ and 1 O-.

Tricore Tricore Reference Reference LaboratorieLaboratorie

ss

Chinle, AZ

ALBUQUERQUEUNM HospitalPresbyterian

Heart HospitalVA Medical Center

Women’s HospitalWest MesaKasemanLovelace

Artesia

Roswell

Lubbock, TX

Shiprock

Destinations Destinations of of

Tricore Tricore Reference Reference

LaboratoriesLaboratoriesBlood Blood

Donations 3rd Donations 3rd Quarter 2008Quarter 2008

Destinations Destinations of of

Tricore Tricore Reference Reference

LaboratoriesLaboratoriesBlood Blood

Donations 3rd Donations 3rd Quarter 2008Quarter 2008

Farmington

DurangoPlasma was sent to ZLB for fractionation into hemophilia concentrates, etc.

Legend:PlasmaRed Cells(transfers)

Legend:PlasmaRed Cells(transfers)

Zuni UBS

Fort Defiance,

AZ

Plasma was sent to Blood Centers of the Pacific

75 blood products 75 blood products from 39 donations from 39 donations 75 blood products 75 blood products from 39 donations from 39 donations

Trinidad

Taos

Clovis

Carlsbad

An older woman required a coronary bypass graft procedure. During the surgery, she received red blood cells from a TriCore donor. Now, she is doing well and resting at home.

An older woman in presented to the ER with vomiting and weakness and was found to have a gastrointestinal bleed, renal failure, hypotension, and anemia. She was stabilized with 2 units of red cells from a TriCore donor and was able to be transferred to a higher level facility.

A woman was having severe anemia due to heavy menstrual blood loss. She received 3 units of red cells from a TriCore donor and is doing well.

An older man with kidney failure and severe anemia received red blood cells from a TriCore donor.

Raton

ValenciaValenciaHighHigh

SchoolSchoolPeoria, AZ

Chinle, AZ

Phoenix,AZ

ALBUQUERQUEUNM HospitalPresbyterian

Heart HospitalVA Medical Center

Women’s HospitalWest MesaKasemanLovelace

Gallup Santa Fe

Las Vegas

Artesia

Roswell

LosAlamos

Lubbock, TX

Shiprock

Monticello, UT CortezDestinationDestination

s of s of Valencia Valencia

HighHighSchool School BloodBlood

Donations Donations 20072007

DestinationDestinations of s of

Valencia Valencia HighHigh

School School BloodBlood

Donations Donations 20072007

Lifeguard

Farmington

Durango Plasma was sent to ZLB for fractionation into hemophilia concentrates, etc.

Legend:PlasmaRed CellsPlatelets(transfers)

Legend:PlasmaRed CellsPlatelets(transfers)

Units with a rare blood type were sent to AABB after a special request.

UBS

Fort Defiance,

AZ One unit of plasma was sent to Bio-Source for research.

Blood was sent to Blood Centers of America for distribution in Florida during a severe shortage.

Every recipient has a unique story. For example, this unit of blood went to a retired gentleman bleeding due to a blood vessel malformation in his digestive tract. He is now home and doing well.

Of all the units prepared for transfusion only one expired. However, it was ready for emergency use at 2 different hospitals for a total of 42 days.

144 blood 144 blood products from 113 products from 113

donorsdonors

144 blood 144 blood products from 113 products from 113

donorsdonors

Media Partnerships

-Local weatherman given poster for promoting blood donations

Media Partnerships

-Local weatherman given poster for promoting blood donations

ALBUQUERQUEUNM Hospital

6/26/00Presbyterian 5/19/06

Lovelace 7/1/02

Destinations of Destinations of Blood Donations Blood Donations

fromfromEyewitness News 4 Eyewitness News 4 Weatherman, Steve Weatherman, Steve

Stucker, Stucker, 2000-20082000-2008

Destinations of Destinations of Blood Donations Blood Donations

fromfromEyewitness News 4 Eyewitness News 4 Weatherman, Steve Weatherman, Steve

Stucker, Stucker, 2000-20082000-2008

SW Memorial HospitalCortez, CO

West Valley Hospital

Phoenix, AZ

Mt San Rafael Hospital

Trinidad, CO

Christus/St Vincents Santa Fe

JC Lincoln Fort Sumner

ProcessProcess

Step 1

Target a specific drive that will benefit from a more detailed approach

-Obtain all donations from drive

-Link donations to hospitals

-Identify units that were received by a partner hospital

Step 2

Donor Contact

-Send letter to donors from the drive

-Letter communicates where blood was used and a specific patient story

-Return envelope included with survey

Step 3

Coordinator Contact

-Review poster and present to sponsor

-Review survey data from specific drive

(only 2 or 3 donors in most cases are specific to the story on the poster)

-Utilize poster to promote donations at future drives

Survey Data Results

Time was worthwhile to donate Enjoyed getting specific story Most donors did not give this as the reason

they would continue donating Wanted more information moving forward

Donors Want to Make a Difference

Donors Want to Make a Difference

Donors are looking to do things that make them feel closer to others rather than to do things that make them feel different (than

others).

The future is about embracing others. It is part of the surrounding environment.

Rick Johnson & CompanySource: 2004 Yankelovich

73% Agree

You can retain 5 current customers for the cost of

attracting a single new one.

Acquisition vs. RetentionAcquisition vs. Retention

Source:Next Level Thinking

April 2008

Donor Life CycleDonor Life Cycle

(direct emotional appeal)(uplifting, educational)

(emotional appeal)

(applause, appreciation)

AWARENESS

EXPERIENCE

RECOGNITION

RETENTION

Source:Next Level Thinking

April 2008

Questions??Questions??