What Is an Acceptable DNC (Do Not Call) Rate for Blood Donor Recruitment Phone Campaigns?
Managing a blood donor recruitment campaign involves more than just scheduling calls; it requires a strategic balance between outreach efforts and donor engagement. One of the most critical aspects to monitor in these campaigns is the Do Not Call (DNC) rate. But what exactly is an acceptable DNC rate in blood donor recruitment, and how can you use this metric to fine-tune your approach? Let’s break it down.
Understanding DNC Rates: What Are We Measuring?
The DNC rate refers to the percentage of people who request to be placed on a "Do Not Call" list during a phone outreach campaign. It's important to note that DNC rates can be measured in different ways, depending on what you’re comparing:
DNCs as a percentage of your donor base: This measures how many donors overall ask not to be contacted.
DNCs as a percentage of conversations: This focuses on how many of your successful contact attempts result in a DNC request.
DNCs as a percentage of dials: This measures the number of DNC requests in relation to the total number of phone calls made.
Each of these metrics offers insights into different areas of your phone outreach strategy. However, an acceptable DNC rate can vary significantly based on several factors, such as the type of donors you’re contacting and the objectives of the campaign.
DNC Rates by Donor Type: What to Expect
The donor base can typically be divided into two primary groups: active donors and lapsed or super lapsed donors. These categories impact DNC rates due to varying levels of engagement and commitment.
Active Donors
Acceptable DNC Rate: 7-10%
Why? Active donors are often more engaged and loyal to the cause. A lower DNC rate is expected because they’ve recently donated or are more accustomed to receiving calls. However, if the DNC rate exceeds 10%, it may indicate that donors are becoming fatigued by the frequency of calls or are dissatisfied with the communication style.
For specific donor groups like platelet donors, who are often highly committed, a DNC rate around 5% is more acceptable. These donors tend to be more consistent in their donations and are more likely to stay engaged.
Lapsed and Super Lapsed Donors
Acceptable DNC Rate: 15-20%
Why? Lapsed and super lapsed donors haven’t donated in over two years, and this decline in activity often correlates with a higher likelihood of requesting to be placed on the DNC list. Life events such as moving, deferrals, or changes in availability often make these donors less likely to respond positively to re-engagement efforts. It’s common to see a DNC rate closer to 20% for this group.
Factors That Influence DNC Rates
Understanding why a donor requests to be placed on the DNC list is key to improving your outreach strategy. Several factors can significantly impact DNC rates:
Call Frequency: Calling donors too frequently can lead to frustration and higher DNC requests. If a donor feels overwhelmed by the number of calls, they are more likely to ask to stop receiving them.
Call Quality: Poor call quality, whether from the caller’s tone or the script’s effectiveness, can also increase DNC rates. Ensuring that your team is trained to engage donors in a friendly and informative manner is crucial.
Donor Experience: Past experiences, both positive and negative, shape how a donor feels about future calls. If a donor had a poor experience during their last donation or interaction, they may be quicker to request DNC placement.
Strategic Considerations for Acceptable DNC Rates
While donor type and outreach frequency are crucial, setting an acceptable DNC rate requires looking at your overall strategy.
What is Your Goal for the Donor Base?
Are you aiming to maintain your current donor base or grow it? If you’re focused on growth, your acceptable DNC rate may be lower because you need to keep more donors in your marketable base. For example, if your goal is to grow your current donor base by 5%, you may want to cap your DNC rate at no more than 1% of your active donors to ensure you’re not losing too many.New Donor Acquisition and Reactivation
How successful are you in bringing in new donors or reactivating lapsed ones? If your acquisition efforts are strong, you may tolerate a slightly higher DNC rate because you’re offsetting the losses with new donors. Conversely, if acquisition is slow, it’s important to keep your DNC rate as low as possible.External Factors
Non-DNC events, like donors moving out of the area or being deferred due to medical reasons, can also shrink your marketable donor base. By factoring these in, you can better determine how high your DNC rate can be without jeopardizing your ability to meet donation targets.
Navigating DNC Requests: How to Turn a No into a Maybe
One of the biggest challenges in managing DNC rates is finding ways to prevent donors from fully disengaging. Rather than immediately accepting a DNC request, train your phone outreach teams to dig a little deeper.
Offer Reduced Call Frequency: If a donor is overwhelmed by the frequency of calls, offer to reduce their call schedule rather than placing them on the DNC list permanently. For example, offering a donor the option to receive calls only once a month or quarterly could keep them engaged without causing fatigue.
Gather Feedback: While it can be a delicate conversation, asking a donor why they wish to be placed on the DNC list can yield valuable insights. If many donors cite call frequency as their reason, that’s a clear signal that your outreach schedule needs adjustment. However, it’s important not to push too hard, as this can lead to donor frustration.
Can your blood center still perform any kind of outreach to donors once they’re on the DNC list?
Absolutely! A great way to continue marketing to donors who have requested to be placed on the DNC list is to market to them through social media. It’s a less invasive marketing method and feels more natural seeing your ad while scrolling their feed.
Check out our client’s success marketing to DNC donors here: Client Success: How Incept Helped Increase Donations By 800% For Noncallable Donors
We’re Here to Help!
In the end, an acceptable DNC rate for blood donor recruitment phone campaigns will vary based on donor type, outreach goals, and overall strategy. However, the key to maintaining a healthy DNC rate lies in understanding your donors’ needs and experiences. At Incept Health, we’re committed to helping blood centers optimize their donor recruitment strategies through data-driven insights and expert outreach. Contact us today to learn more about how we can help you meet your collection goals while keeping your donors engaged!