Fixed Site/Donor Center Recruitment A Strategic Approach ‘ It’s About More Than Parties’

1. Fixed Site/Donor Center RecruitmentA Strategic Approach‘It’s About More Than Parties’ ADRP Presentation, May 2010 – Carol Mitchell

2. What’s the plan? • Who I am and why should you listen? • Who are you and why are you here? • About Canadian Blood Services • Our Goal • Our Process • Outcomes • Review of overall results year to year • Key Learnings • Discussion/Questions/Feedback/Ideas

3. Carol Mitchell, National Sales Manager, Canadian Blood Services • 16 years in donor recruitment: Recruiter>Area Manager>National Manager Audience: • Recruiters? • Fixed Site Recruiters? • Management? • Other?

4. Canadian Blood Services is a national, not-for-profit, charitable organization that manages the blood supply in all provinces and territories outside Quebec, and oversees the country’s OneMatch Stem Cell and Marrow Network • Whole Blood, Apheresis Plasma, Apheresis Platelets, • 41 permanent (FS) nationally • More than 20,000 donor clinics annually • One bloodmobile with others pending • All clinics are appointment based • Almost 100 Community Development Coordinators (recruiter role) nationally • Donor Service Representatives manage the appointment system and flow of donors into our clinics

5. 2010-11 Targets Whole Blood • 1,089,444 donors attending to reach 927,000 WB target • 77,000 new donors required • 85,000 reinstated donors • 426,000 active donors • Almost 1.5 million appointment bookings required • 57,200 apheresis plasma • 40,650 apheresis platelets (22,050 singles; 9,300 doubles)

7. Fixed Site Locations • 41 fixed sites across the country • Varied hours, beds, targets, days of week, locations • Both FS and mobile sites have been below collection targets for the past 4 fiscal years • FS events account for about 45% of whole blood collections • Almost 100 Recruiters (CDCs) some solely manage FS; others have combined territories

8. The Need – in 2007 • Fixed Sites provided us with the most cost efficient opportunities to collect blood • Capacity existed in every fixed site across Canadian Blood Services • Inconsistency in strategic recruitment planning and implementation • Best practices had been identified in some locations • FS recruiters were looking for some assistance to the additional challenges they faced

9. Our Goal To increase the efficiency of fixed site whole blood clinics to better meet demand Objectives: • Identify the specific and shared challenges of fixed site recruitment • Identify the key elements of successful fixed site recruitment • Identify best practice across the country for inclusion in the national CDC suite of tools to better address the shared challenges

10. Our Process • Working group was established of 7 regional recruiters with fixed site responsibilities/ expertise • Regional reps facilitated surveying of their colleagues with FS responsibility • August 2007 – 2-day face to face session to identify key elements of fixed site recruitment; challenges; successes and identify best practice/recommendations to nationalize • Monthly working group teleconferences from August 2007 to date – evolved from a working group to an advisory group – membership has evolved but group continues to meet monthly!

11. Process (cont’d) • Ultimately the organization has looked to this group to develop broader initiatives and to advise of higher level discussions • The group was focused on specific goals and objectives at the outset but has continued to fill the role as an advisory group to new program development

12. Fixed Site Recruitment Challenges • All of the challenges of recruitment! Plus……… • ‘Open all the time’ casual donor attitude to booking appointments or attending – lots of options • Stat closures – when need is high but donor availability is reduced • Holes left 56 days after a stat or other closure – no prebooked appointments in place • Staffing shortages – staff pulled to mobiles • Some competition with high profile mobiles in close enough proximity • Location issues – not always best, convenient location, parking issues, public transit issues • Wait times when groups attend – can impact other donors • Lack of sales tools, online donor booking, group tracking capabilities limited • Autologous clinics impact on WB donor flow – donors take longer

13. Key Elements to Successful Fixed Site Recruitment – it is all about strategic planningplan for the inevitable – control what you can • Group Recruitment Focus – needs to be a major element of FS recruitment plan • Youth/Student Recruitment focus at all FS – build the donor base • ‘Peer Recruitment’ programs – ‘donor get donor’ programs are essential to success – you cannot be everywhere • Formalized Annual Recruitment Plan for each FS that feeds into overall recruitment plan • Formalized, regular analysis of FS clinic schedule – days of week, hours of day, beds, targets – recommendations for change should come from the recruiter based on this analysis

14. Key Elements (cont’d) • Individual Donor Recruitment and Retention Initiatives through in clinic rebooking of appointments, no show calling, key messages, community presentations and outreach • Community and Media Relationship development – clinic sponsorship as part of the overall recruitment strategy • IMPACT DAYS/STATUTORY Holiday Planning – strategic annual recruitment plan must address the impact of STAT holidays and the impact of stat holiday closures on prebooked clinics

15. What We Look At • % of WB donations from Fixed Sites • New donor rates • Retention Rates • Donor Frequency • Deferral Rates • Capacity in all fixed sites

16. WB Collections to Target • Both perm and mobile sites have been below collection targets for the past 4 fiscal years • Perms account for about 45% of whole blood collections

17. What we now know… • WB donors at fixed sites have increased to 44% of all WB donors and 47% of all WB donations • WB Donation frequency at perms was at 2.32 in 2009-10 which was 11% higher than at mobiles in 2009-10; WB mobile frequency was at 2.07 • The number of new donors at perm sites is up 16% FY0910 over FY0607 while new donors at mobiles has dropped 10%. • 42% of all new WB donors come from perms • New donor retention remains fairly stable at 54% in perm clinics and 47% in mobiles • Our new donor results at fixed sites has increased while new donor results at mobiles has decreased

18. More learning… • Teen retention is 14% higher at perms than mobiles • Youth (age 20 – 24) is 7% higher at perms • Age 17-19, % donations at perm clinics are 2-3% higher than at mobile clinics • % deferrals for 17-19 year olds are 2% lower than at mobiles and 8 – 10% higher than all ages at perms • Perm sites collect half of what mobiles collect per hour • Collections per perm clinic event are 2/3 of mobiles

19. WB Donors, Donations & Frequency • Perm clinic donors have increased from 41% to 44% of all WB donors and from 45% to 47% of donations from FY0607 to FY0910 • Donation frequency in perm clinics was 17% more than mobiles in FY0607 and 11% more in FY0910

20. WB Donors, Donations & Frequency

21. WB New Donors • The number of new donors at perms sites is up 16% FY0910 over FY0607 while new donors at mobiles has dropped 10%. % new donors at perms to total new donors went from 36% to 42%.

22. WB New Donors • The % of new donors to total donors at perm clinics has increased from 19% to 20% since FY0607 while mobiles has decreased from 23% to 21%.

23. WB New Donor Retention • New donor retention remains fairly stable at 54% in perm clinics and 47% in mobiles.

24. WB New Donor Retention

25. WB New Donor Retention by Age Range • Donor retention is stable for all age ranges in each fiscal • Teen retention is 14% higher at perms than mobiles • Youth (age 20 – 24) is 7% higher at perms

26. % Donated to Attended

27. % Donated to Attended • Age 17-19 % donations at perm clinics are 2-3% higher than at mobile clinics

28. % Deferred to Attended

29. % Deferred to Attended • % deferrals for 17-19 year olds are 2% lower than at mobiles and 8 – 10% higher than all ages at perms

30. WB Collections per Hour & Event • Perm sites collect half of what mobiles collect per hour • Collections per perm clinic event are 2/3 of mobiles

31. Average weekly collection targets FY2010/11 • Mobile capacity is significantly higher than at perms • This is largely due to smaller beds / bed hours available at perms • Capacity does exist in the perms

32. WB Collections to Target • Both perm and mobile sites have been below collection targets for the past 4 fiscal years • Perms account for about 45% of whole blood collections

33. WB Collections - International Benchmarking • Canadian Blood Services collects 45% of whole blood at fixed sites. One blood service collects 2/3, one about 20% and one about 8%.

34. WB Avg Donation Time & Donor Satisfaction • Average donation times in perm clinics are 12% lower than in mobiles • In 2009 overall donor satisfaction and satisfaction with waiting times were both higher at perms

35. The outcomes – our recommendations –what happened 1. All Regional Management to build the Key elements to FS Recruitment into recruiter performance plans and socialize with their teams for FY 2008-09 2.Group Recruitment Focus • Leveraging of our Partner for Life program • Adopt a Clinic Sponsorship package delivered • Milestone Donor Program nationalized from regional practice • Standardized Group Booking Strategy implemented • Youth/Student Focused Recruitment • Young Blood for Life – youth peer recruiter leader and National YBFL High School Challenge 4. Peer Recruitment ‘donor get donor’ • Milestone Donor Program • In Honour of and other ‘donor days’

36. Outcomes (cont’d) 5. Formalized Annual Recruitment Plan • Fixed Site Territory Market Profiles – use Market Research – Statistics Canada, Canada Post, Chamber of Commerce studies • Research – what does your donor base look like: donor frequency, donor retention/reinstatement, donation activity by age, community penetration rates 6. Formalized Regular Analysis • Attendance traffic by day, by hour • Appointment booking rates by day, by hour • When do you have too many donors, when can you not fill your beds – identification of trends – target recruitment accordingly or suggest changes 7. Individual Donor Recruitment and Retention • Need to focus efforts on peer recruitment programs like YBFL and on programs like What’s Your Type? Blood typing events

37. Outcomes (cont’d) 8. Community and Media Relationship Development • Media sponsored days • Partner sponsored days 9. IMPACT/STAT Day Planning • IMPACT Day calendars for use throughout the organization • IMPACT Day Alerts – out to field two weeks prior to a stat closure and two weeks prior to the IMPACT Day from that closure

38. Impact Days Alerts – calendar shared organization wide aligned with alert messages to book, reschedule and rebook into the Impact Days and going into and out of Stat closures

39. Milestone Donor Program– milestone donors are contacted prior to their next eligibility, encouraged to recruit friends and family to donate with them at their milestone donation – program takes time to build but also a good media event

40. Young Blood for Life – National High School Challenge and Student Leadership Training

41. Young Blood for Life As part of the peer recruitment component of YBFL 457 students attended Youth Development Champion workshops representing 180 schools holding either mobile or FS clinic events - trained as peer recruiters on campus As part of the National Challenge component which was entirely focused on FS attendance only: 29 of our 41 fixed sites registered 171schools in the challenge • With two weeks remaining (as of April 16) – total FS challenge attendance (October 23 – April 16 was 6,262 with new donor attendance at 2,732 • Our final results will report on actual donors and new donors as well as attendance

42. Adopt A Clinic • Provided a package on how to leverage existing programs (Partners for Life, Milestone Donor, In Honour of) to garner individual or partner sponsorship of a specific clinic day, series of clinic days, hours of the day or a specific bed or beds (example: community sponsor supporting the day leading into every summer long weekend) • Not a nationally required program – captured regional best practice for recruiter consideration as part of their plan

43. Market Research Fixed Site Package • Worked with our Market Knowledge colleagues to build a Market Research and Donor Data package template for FS recruiters • Template includes current donor data for the site, census data, mapping, penetration data, PRIZM cluster research (Environics) • Provides a Fixed Site Market Profile

44. We didn’t just focus on recruitment activity • That FS clinic staff should be a dedicated team – to facilitate team ownership of goals and donor relationships • Equip CDCs with mobile connectivity • Standardized clinic schedules/collections around long weekends to ensure hospital demand is met – do not close on small ‘s’ statutory holidays like Easter Monday, Remembrance Day and minimize occasions when clinics are closed more than two consecutive days

45. Key LearningsSome of this wasn’t news but reinforcement • Execute with excellence ????? – likely your biggest challenge – certainly one of ours • When you are developing tools/programs for broader use -regional or national - always, always always go to your experts at the front line • Test corporate assumptions against actual experience

46. Key Learnings… • Acknowledge the best practice already in existence – give credit where it is due • Ensure that your experts speak for their colleagues – not just their perspective • Expert representative responsibility is to two-way communication – regional input to project and project update to regional management/peers

47. Key Learnings… • Be prepared for resistance – people do not like to give up the familiar • There will be a sense that you and the group do not know the local challenges/business • Evaluate and test your original assumptions • Be prepared to make changes – there must be some flexibility in your model

48. Key Learnings… • Some people will adapt knowingly (and even try to hide it) some will adapt due to misunderstanding • Communicate, communicate, communicate • Learn from the experience and include your working group during the evaluation

49. Bottom Line… Know your donor base – use whatever tools you have to mine and understand your current donors: mix of repeat versus new donors, donation frequency, age representation Know your potential market – look at populations, neighbourhoods, businesses within a radius of your location – find out as much as you can about them

50. Build internal relationships – listen to your collections’ team and volunteers who have direct donor relationships and can identify issues and opportunities for you; ensure that your collections’ team is understands your recruitment strategy Develop a partnership strategy – recruit media partners to promote your clinic days; recruit partner sponsors to commit to sending groups on specific ‘needy’ days and a long term commitment