What Types of Texts Motivate Blood Donors to Donate Blood?
Recruiting donors is both an art and a science. As someone who focuses on blood donor recruitment, you know the importance of every pint collected—each one can save multiple lives! But what motivates someone to roll up their sleeve and donate? Among various strategies, one effective strategy is the use of well-crafted and timed text messages. These messages can reach donors directly, and when used properly as part of your marketing campaign, can help foster a sense of urgency and personal connection with your mission. In this blog post, we'll explore what types of texts can effectively motivate blood donors to donate blood.
The Power of Personalization
Why It Works: Personalization taps into the recipient's sense of identity and importance. When a text feels like it’s speaking directly to them, it creates a stronger emotional connection. When looking at the last year and a half of texting data from one client, of the top five texts that led to successful donations, four included personalization, leading to 76% of the shows.
Example:
[FirstName], we need blood like Cupid needs his arrow. Donate today! Walk in, reply APPT or visit [Blood Center Website].
Tips for Implementation:
Use the donor’s name and blood type if known.
Mention recent donation history to make the message feel more personal.
If you have a promotion running, include that information! People are more likely to donate when there is an incentive.
Creating Urgency
Why It Works: People want to help in times of need. Creating a sense of urgency can compel people to act quickly and when donors feel that there is an immediate need, they are more likely to prioritize donating. While this method does work well, we recommend not overdoing it and only use this strategy when you’re truly in desperate need to prevent losing the urgency impact.
Example:
“URGENT: Blood supplies are critically low! Your donation is needed NOW to help patients in need. Can you come to [Location] today? Every moment counts.”
Tips for Implementation:
Use words like “urgent,” “critical,” and “now.”
Specify the immediate impact their donation will have.
Avoid overusing words like “urgent” or “emergency” as it can lead to donor fatigue.
Enhancing Texts with Images
Why It Works: Images can significantly enhance the impact of your text messages since visual content is processed faster by the brain and can evoke stronger emotional responses than simple copy. Of the top five texts that led to a donation in the last year and a half for one client, four used an image, accounting for 78% of the successful blood donations from these texts.
Example:
[FirstName], Pint for a Pint Blood Drive kicks off July 21 & lasts until August 31. Give a Pint. Get a Pint. Walk in, reply APPT or [Blood Center Website]
The image used with this copy could either be for a pint of ice cream or a pint of beer - we’ve seen success with both! Just make sure it’s on brand and engaging.
Tips for Implementation:
Choose Relevant Images: Use images that directly relate to the text message, such as photos of donors, patients, or the incentive mentioned in the copy. The last thing you want is for the image to not match the copy.
Maintain Quality: Ensure the images are high-quality and appropriately sized for mobile devices. Blurry or low-resolution images can detract from the message and could even make a donor less likely to donate blood again.
Leveraging Holidays and Special Days
Why It Works: Tying your text messages to holidays or special days can grab the attention of potential donors and make your outreach feel timely and relevant. People are often more receptive to messages that resonate with current events or celebrations, and leveraging these occasions can add a fun and engaging element to your donor recruitment efforts.
Examples:
[FirstName]! Are you ready to help us defeat the dark side of the blood shortage? Starting May 4th visit any of our Donor Centers to give the gift of life and receive a [Blood Center Name] Star Wars sticker, while supplies last! Walk in, reply APPT or visit [Blood Center website] to schedule your next appointment.
[FirstName], join the Donor Squad this summer & save local lives. Summer shirts available now, while supplies last. Walk in, reply APPT or visit [Blood Center website] to schedule your next appointment.
Tips for Implementation:
Align with Popular Themes: Use well-known holidays or special days that are widely celebrated. For example, Star Wars Day, Valentine’s Day, or World Blood Donor Day.
Create Themed Messages: Craft your texts to incorporate themes, puns, or imagery related to the holiday or special day. This can make your messages more engaging and human.
Offer Themed Incentives: Provide small, themed incentives to donors who participate on these days. For example, a Star Wars-themed t-shirt or a heart-shaped cookie for Valentine’s Day.
Offering Convenience
Why It Works: Convenience is a significant factor in motivating donors. If donating is easy and fits into their schedule, they’re more likely to do it. This is why we recommend notifying donors about a blood drive that’s even closer to their address than where they donated last time. If it’s been a while since they donated, it could help get them back in the door if they know they can donate a mile from their home instead of five.
Example: “We’re hosting a mobile blood drive near you on [Date]. Drop by during lunch and help save lives without disrupting your day! Can we count on you?”
Tips for Implementation:
Provide details about nearby locations and times.
Offer mobile or workplace donation opportunities.
Highlight how quick and easy the process is.
Providing Incentives
Why It Works: Let’s face it. Incentives work. While there still are altruistic donors, most are enticed to donate blood with incentives. This helps give your altruistic donors a little “thank you” while giving a nudge to those on the edge of donating or staying home.
Example: “Donate blood at [Location] on [Date] and receive a free t-shirt and a chance to win a $50 gift card! Your donation will help save lives and you’ll get a little something in return.”
Tips for Implementation:
Offer tangible rewards that people actually want. We’ve seen great success with raffles of large items, like Taylor Swift concert tickets, a popular local festival, or a pair of kayaks in the summer.
Ensure that the incentive aligns with what people in your area want.
Promote any partnerships with local businesses for rewards.
Combining Multiple Strategies
For the most effective results, consider combining several of these strategies in your texts. A message that is personalized, contains an image and even a promotion can be an impactful outreach to bring donors in.
Conclusion
Crafting effective text messages for blood donor recruitment is about understanding what drives people and appealing to those motivations. We always recommend testing and continuing to fine tune your blood center’s marketing to make the most impact on your blood donors. Remember, every text sent is a step closer to saving a life.