CASE STUDY: How Do Different Types Of Promotions Impact Blood Donor Recruitment
While we would all love for people to understand the importance of donating blood and do so without any incentive, the reality is that incentivizing blood donation recruitment efforts is essential to attracting a diverse range of donors and ensuring a sustainable blood supply. By offering enticing promotions, such as apparel or exclusive experiences, blood banks can effectively capture the attention of individuals who may not have considered donating otherwise (or just needed a little push). This case study dives into promotions for two Incept blood center clients and the impact on donor engagement and appointment scheduling.
Blood Center #1 - Baseball Week promotion
Our client’s annual Baseball Week promotion, held from June 25 to July 9, 2023, offered presenting donors the choice between two vouchers redeemable for Monday – Thursday regular season games or a baseball tee. This initiative aimed to broaden outreach and incentivize blood donation among the community.
Key Metrics:
Prior to the start of the Baseball Week promotion, the client observed a response rate (RR%) ranging from 35% to 37% in outbound calling efforts. However, with the onset of the Baseball Week promo, the response rate surged to 39% and 40%, peaking at 38% upon its conclusion. Additionally, the average number of appointments scheduled per week experienced an 11% increase, rising from 291 to 323 appointments, highlighting the promotion's success in driving donor engagement.
Blood Center #2 - West Coast promotions
For a blood center on the West Coast, implementing effective promotional strategies is vital to drive donor engagement and ensure a steady blood supply. Utilizing a combination of outreach channels including calls, texts, and digital ads, this client aimed to incentivize blood donation through various promotions.
Key Promotions and Results:
Concert Tickets Drawing (6/23/23 - 7/9/23): Donors were entered to win two tickets to a popular artist's sold-out show. This promotion resulted in an average of 343 donations per day, indicating strong donor interest and engagement.
Branded Item Distribution (2/2/23 - 2/6/23): Donors received a branded water bottle for their donation. With an average of 341 donations per day during the promotion period, the branded item successfully attracted donors and encouraged participation.
Sport Tickets Drawing (7/12/23 - 7/31/23): Donors were entered to win a season pack of tickets to 10 home games. Despite a shorter duration, this promotion garnered an average of 306 donations per day, showcasing the appeal of sports-related incentives.
Points for Donating (2/2/24 - 2/5/24): Donors received points for online store usage. While resulting in an average of 277 donations per day, this promotion provided an alternative incentive for donors interested in redeemable rewards.
E-gift Card Distribution (9/16/23 - 9/17/23): Donors received a $20 eGift Card. Although yielding slightly fewer donations with an average of 259 per day, the e-gift card promotion still contributed to donor engagement and participation.
Conclusion:
Incentivizing blood donation recruitment efforts is vital for sustaining a robust blood supply. By continuously innovating and adapting promotional strategies, blood centers can continue to engage donors and fulfill its mission of saving lives within the community. To learn more about how Incept Health can assist your blood center in implementing effective recruitment campaigns, contact us today.