Community Blood Center of Greater Kansas City (CBC)
Donor Dialogue customer since 2002
Using Donor Dialogue's telephone recruitment and donor scheduling services, CBC-Kansas City successfully met the blood platelet donation needs of 70 local hospitals, providing more than 1,000 new blood products.
Blood centers are challenged with maintaining a constant and consistent stream of donors to meet the transfusion needs of the communities and patients they serve. However, one of the most pressing donor challenges is to collect the blood product most needed based on the donor's blood type. This challenge impacts everyone involved in the process, the blood center's product inventory, the transfusion service and the patients served, the recruitment staff that educates the donor regarding "need," and the donor as the blood center tries to accommodate his/her schedule.
In order to meet the need for automated platelets, the Community Blood Center-Kansas City (CBC) partnered with Donor Dialogue, a division of Dialogue Marketing and provider of products and services to help hospital blood programs and blood centers be more efficient, productive and profitable. The goal was two-fold: "To increase the number of selective, type specific donors available for automated platelet donations" and "To increase the number of blood type specific platelet products available to 70 hospitals in 70 counties served by the blood program."
CBC developed an introductory package explaining their automated platelet program and its patients' needs. Three lists targeting males and females of specific blood types as potential donors were defined and prioritized based on the product needed from that specific blood type and donor. CBC mailed the packages to potential donors and sent the targeted lists to their recruitment co-sourcing partner, Donor Dialogue.
Using customized calling scripts, Donor Dialogue reached out to potential donors to gauge their interest in donating platelets, answer questions about the procedure and attempt to secure the first appointment. To measure the program's success, Donor Dialogue tracked data on:
- Record load
- Dialing hours
- Average attempt per record
- Contact rate
- Conversion rate
- Appointments per hour
- Total appointments made
- Appointment to Record Load Conversion Rate
- Donor Show-Rate
Additionally, CBC tracked:
- Donor shows
- Donors deferred
- Donors successful/unsuccessful
- Number products collected
- Number of donors that have returned for second platelet donation
The program's progress and performance were then reviewed monthly by management staff from CBC and Donor Dialogue to determine if any adjustments to the campaign were necessary.
As a result of Donor Dialogue and CBC's efforts, the two parties found the combination of defined target lists, written marketing materials and follow-up calls inviting the donor to schedule his/her first platelet donation yielded the most positive results. This joint recruitment effort resulted in 1,329 new appointments scheduled within a seven month period and brought in a total of 1,036 products needed by the hospital. In all, these appointments resulted in an average show-rate of 61 percent.
To determine the success or failure of the campaign, Donor Dialogue and CBC measured three specific areas: number of new donors, number of successful procedures and the cost per unit recruited (CPUR). In the end, the campaign brought in a total of 806 new donors and 740 successful procedures while averaging a CPUR of $25.41.
Overall, the recruitment efforts made by Donor Dialogue and CBC were successful in meeting the identified objectives. When donors are educated about the demand and reasons for specific products from their particular blood type, they are more likely to commit to a new procedure if convenient when called. Because the show rate of "new recruited platelet donors" is lower than the "regular platelet donor," which averages 80 percent or greater, blood centers should consider over booking appointments slots when scheduling in order to meet their targeted collection goals.
About Community Blood Center of Greater Kansas City
Since 1958, the Community Blood Center of Greater Kansas City has served as the central resource for collecting and processing blood and blood products, providing area patients with necessary access to lifesaving blood supplies. As the areas only locally-owned and operated non-profit blood center, CBC-Kansas City sends out nearly 3,600 units of blood each week and has provided more than 800,000 people with donated blood since its founding. For more information, please visit www.savealife.org.