Pursuing International Excellence in Donor Loyalty

1. Pursuing International Excellence in Donor Loyalty “Donor Engagement and Managing the Donor Relationship”

2. Market Segmentation & Activity Summary • Market segmented into:- • New donors, nursery donors, regular donors and lapsing donors - More focused target audiences • Segmentation forms the basis for a redesign of the standard invitation letter • New letters being trialled in a live test commencing May 2010 with the expectation of results in August 2010 - New media channels (web, national press, mobile) • New response mechanisms (e.g., blood.co.uk/VIP, Text ‘blood’ to 84118) • New campaign evaluation and reporting system • New DM/CRM agency

3. There are visual correlations between web-visits and media spend • There is a clear visual correlation between spend and web-visits, with increases in spend coinciding with increases in activity, particularly when TV is running.

4. DM generates high volumes of registrations at low cost • Online is slightly more expensive but still well below £50/reg • BME activity is generating registrations at below £50/reg • Media (esp radio) although generating moderate volumes are very high cost • Note: based on source codes

5. SMS boosts, although currently low volume leads on cost-effectiveness at £1.21 per donation gained • Routine telephone reminders generate high volume at £5/donaton • Appointment-Now calls have similar CPD and produce medium volume • Reactivation calls are more expensive at £9 per donation – but targeted at high value groups • Activities to be evaluated: other activities to be evaluated (work needed to establish meaningful benchmark)

6. Performance metrics - New Evaluation Strands • Web Analytics and online (i-Level) • Response/Registration/Stock data (NHSBT MRA) • Media spend & recruitment (COI/Artemis) • Developed an integrated supply performance dashboard for stock management in 2009 • - The dashboard shows how performance changes in key areas (response rate, - appointment keeping, rejection, marketing support) contribute to collection and stock variation • - The aim is to aid diagnostics of past supply problems and identify upcoming potential shortfalls over the next 6 months Different approaches - results need collating into a single, integrated report and dashboard (next phase)

7. Summary of Achievements • Stock +56% (03 July: 39,970, 27 August: 62,075) • Total inbound contacts (web & phone) +125% July vs. April • Web visits +300% (to 9,500/day) by end July • 2nd week Aug: 13,600 Registrations (highest since 2005), 7,000 NRAs (highest on MRA record) • Registered 2.5 times as many people at 21% less cost vs. 2008 • New registrations Q1/Q2 08: 3,758 @ £19.83 CPR* • New registrations Q1/Q2 09: 9,318 @ £15.71 CPR • Donations from new donors usually c.10%, hit 13% in July • Recruited more younger, female and urban-based donors *Cost Per Registration

8. Initial Conclusions • There is clear correlation between media spends and responses • The base level of response is also high, suggesting: • Underlying brand equity • Regional and operational marketing activity not covered by the analysis • Online media performs well across the board - delivering recruits at low cost and indexing highly in urban areas • Web TV has been disappointing, but hard to measure. Will be reviewed prior to re-booking in Phase 2 • TV appears to drive response more to web than phone • Inbound calls are a good leading indicator given their close correlation with forward appointment bookings.

9. Changes in Donor Selection Criteria • April 2009 – abolition of upper age for donation. we currently have 9200 active donors aged 70+ we would not otherwise have. Approx 4,500 donors per year are retained, that would otherwise have retired at 70. • Reduction in deferral for skin piercing / tattoo from 6 to 4 months. – an additional 200 donations / yr. • Recent changes in accepting donors with blood pressure and diabetes (non-insulin dependent). Figures not yet available but significant.

10. Promoting Blood Donation via Social MediaMay 2009

11. Mission Saving lives through research, innovation, education and excellence in blood and tissue services in partnership with our community.

12. Institutional Overview Founded in 1944 Patient-focused research Four major categories of service: Research, Medicine, Blood and Tissue Services

13. Social Media Program Began in May 2009 Social Media Coordinator hired Facebook, Twitter, MySpace and YouTube sites established Joined Seattle Social Media Club June 23, 2009, first social media blood drive via Twitter Up to 33% of donors hear about blood drives via social media

14. Uses of Social Media Sites Organize blood drives Recruit new donors Provide education Stabilize the blood supply during emergencies

15. Twitter

16. Twitter Nearly 2,000 followers @BloodCenter has been mentioned over 800 times on Twitter Nearly 850 tweets

17. Facebook

18. Facebook Over 1,400 followers Approximately 900 followers from Seattle 63% female 51% 18 – 34 years old

19. Facebook Application

20. Promotion Daily emails News releases Media relations meetup.com psbc.org

21. psbc.org

22. Philosophy Social media facilitates real life action, including blood donation Birthday parties Food drives New to the Northwest groups Book clubs High school challenges Memorials

23. Utilization of social media BACKGROUND: The Australian Red Cross Blood Service entry into social media began in 2009 with listening and observing. For 2010 we intend to apply social media strategicallyto ensure integration with campaign plans. Radio Star (a national youth radio competition) has begun the process of utilising relevant social media platforms to communicate our message. OBJECTIVE: • The main objective for using social media is to increase our message reach. With so many brands and messages, it is increasingly important to deliver our message through networks that our target audience trust. The platforms are: • Facebook: the most popular social network in Australia with over 8 million members (57% female and 43% male). • Twitter: the microblogging site that has grown 1,150% in 2009. It has 800,000 Australian members (57% male and 43% female). The audience is more mature audience: 29% are 35-44; 18% 45-54. Twitter has a retention rate lower than Facebook (40% compared to 70% for Facebook). • YouTube: video sharing site where users upload own content and view/ share and comment on other user generated content (UGC), TV ads, TV shows, sports highlights, movie trailers and music videos. The site attracts 6.17 million visitors a month. • MySpace: A community that lets you share photos, stories and interests with friends. It had 2.3 million Australian members (59% female and 41% male). Under 25 year olds represent 48% of members. • Foursquare: A new local marketing tool which has increased its uptake by 109% in the US in the last 30 days. It posts messages and offers to users based on their location, enabling a business to be top of mind when users are in the vicinity. It has been recently introduced into Australia with a growing network in Sydney and Melbourne. CONTENT/USAGE: • We plan to use the following platforms as follows: • Facebook:. A Facebook fan page has been set up for the National radio competition. We are encouraging influencers to join the page and spread our message to their fans/members. We also have two Facebook groups that were developed by supporters. We monitor these sites and provide updated and messages and images for the groups to use. An official page will be launched this year • Twitter: Our Twitter account has 261 members to-date, and it growing steadily. We post messages regularly on eligibility, blood types and campaigns • YouTube: We added Year of the Blood donor vignettes to YouTube for viewing, with one video attracting over 7,000 views. Our intention is to use this channel to post a video content that inform and entertain potential donors, encouraging them to spread our message as well as become donors. • MySpace: We are using MySpace for the National radio competition as this platform is targeted at youth who are interested in music. • Foursquare: This is great local marketing tool that can be utilised by donor centres at relatively low cost. Messages can be posted on available appointments and blood requirements which are targeted at people in the area.

24. Utilization of social media contd. Lessons learnt: risk management In order to mitigate any risks arising, proactive management and monitoring is required. Any messages of a sensitive nature are dealt with on a case-by-case basis. Derogatory comments (expletives and offensive behaviour) are removed, and a post from the Blood Service added to explain why this has been done. (recent example on the right where derogatory messages were posted on ‘our’ Facebook group (managed by a supporter). These comments were removed and message posted explaining why this was done.

25. Donor loyalty program Frequent Donor Club • Objective: To increase frequency across products & therefore retention • Activity • Donors invited to join the Club & pledge to donate xx times throughout the • year. • Members received ongoing comms throughout the year encouraging them to • meet their pledge. As they complete they are acknowledged and receive a • small gift • Lessons learnt • Streamline the registration process to make it easy for donors to select their joining method • Continue & improve communications throughout the year • Further develop the online presence of the Frequent Donor Club to assist with costs and awareness

26. Frequent Donor Club Results

27. Canadian Blood Services

28. Successful Campaigns

29. This program is for prospective donors who are considering donating blood for the first time, and want to learn more. • We ask prospective donors between 16 and 60 years of age to take the first step toward saving lives by signing up for 'Ready, Set...Give!', an e-newsletter program that delivers information about blood donation by e-mail. • Over a six month period, Canadian Blood Services sends a series of e-mails to educate prospective donors about the donation process and how blood is used; they can read first-hand accounts of patients whose lives have been saved by blood donations, and find upcoming clinics in their area. • The sign up process is easy. Prospective donors visit www.blood.ca and complete a short registration form.

30. April 2008 to date: 38,000 Registrants • As of January 29, 2010: • 102 new registrants, for a total of 4,289 receiving auto-triggered e- communications • 33 new donors, for a total of 568 converted to make their first whole blood donation • 0.4% increase in the overall conversion rate, to 13.2%

31. National recruitment program for youth donors aged 17 to 28 • Each donor’s blood is typed • Fun facts about blood type are distributed with a strong call to action • Appointments can be booked on the spot • 7% conversion rate • 33K typed, 2.4K new donors, 3.5K donations to end of Q3

32. Recruitment program focused entirely on young Canadians. This program depends on student leaders in high schools across Canada to advocate for blood donation with their peers. Challenges high schools to recruit students, teachers, their families and friends to donate at Canadian Blood Services permanent clinics. Increase the number of teenage donors and their frequency at our fixed sites Educate and raise awareness within the school system around the increasing demand for blood Increase high school partnerships nationally Provide a value ad to school boards and schools in terms of student leadership development Recruit teenage volunteer peer recruiters Leverage active school support into broader community awareness of the growing demand Goal: To Increase the Donation Contribution Of High School/Teenage Donors

33. Young Blood for Life – National Challengeat Fixed Sites (October 23 – February 23, 2010) BC: • 5 fixed sites active – 29 schools registered • 1,045 students attending; 633 new Alberta: • 3 fixed sites – 25 schools registered • 1,102 students attending; 214 new Prairies: • 3 fixed sites – 33 schools registered • 393 students attending; 267 new Southern Ontario • 5 fixed sites – 34 schools registered • 987 students attending; 580 new Central Ontario • 3 fixed sites – 18 schools registered • 337 students attending; 248 new NEON • 3 fixed sites – 22 schools registered • 411 students attending; 53 new Atlantic • 4 fixed sites – 11 schools registered • 141 students attending; 96 new National total in four months: • 26 fixed sites – 172 schools registered • 4,416 students attending fixed sites; 2,091 are new

34. Blood 101 • Post secondary challenge amongst registered schools runs from January 11 to March 31, 2010 - recognition is based on overall attendance • YTD Results to February 19 (approximately six weeks remaining): • 23 colleges and universities • YTD 3,350 attended against goal of 7,415 or 48% with six weeks remaining • Actual donations 2,681 to date

35. Utilization ofSocial Media

36. Social Media Role

37. Facebook • Our national blood and OneMatch fan pages have daily activity from our fan base. • Regional, volunteer managed facebook groups are used to build a local community supporting regional activities. • Facebook LifeTracker applet allows blood, plasma, and platelet donors and OneMatch registrants to track their history and to promote blood donation and OneMatch virally. • facebook.com/CanadianBloodServices • facebook.com/OneMatch

38. Youtube channel • A public YouTube channel houses Canadian Blood Services video content including instructional videos, PSA’s, recipient stories, and more. • The channel’s charitable organization status allows additional branding at no extra cost. • YouTube.com/18882DONATE

39. We are piloting Twitter in on of our regions to gauge the effectiveness of the tool vs efforts required. • Twitter is used to promote local clinics and to support regional campaigns and initiatives. • One we have gained some key learnings, the tool and the approach may be applied nationally to all regions.

40. ThankYourDonor.ca • ThankYourDonor.ca was built as channel for blood, plasma, platelet and stem cell recipients can thank their donors. • We want to capture the positive impact of blood, plasma, platelet, and stem cell donations on individual lives to inspires others to give. • Stories from the site are used in publications and recruitment materials. • ThankYourDonor.ca

41. Some Results

42. Donor Loyalty

43. New Donor Retention Strategy To pursue this opportunity, we have implemented a new donor retention strategy that will more strongly influence donor behaviour and increase retention. Key highlights include: • Combined donor card/welcome kit sent within 2 weeks of first donation • Whole blood, plasma or platelets versions • New CEO letters, brochure with stickers (to begin July 2009) • Redesigned donor cards in 2010 • Select appreciation items • Thank you card, item at the third donation • As of January 1, 2010 – will no longer be part of Donor Recognition program • Triggered contact (tentative launch January 2010; dependent on CRM) • Test of a ‘care call’ versus AVM within 3 days of first donation

44. Stronger new donor retention strategy Note: Triggered contact and appreciation items may change (TBF)

45. New Donor- Retention Strategy Welcome Package (Envelope)

46. New Donor- Retention Strategy Welcome Package – CEO Letter 10 versions: 8 blood types Plasma Platelet

47. New Donor- Retention Strategy Welcome Package - Brochure

48. New Donor- Retention Strategy Welcome Package - Brochure

49. New Donor- Retention Strategy Welcome Package - Brochure

50. New Donor- Retention Strategy Welcome Package - Stickers