2008 fall drop

ADRP’s MISSION:

To provide education, development and resources for the donor recruitment professional.

Building Effective Relationships Key

to Donations

Volume 25 Fall 2008

by Carolyn Mihalko2008-09 ADRP President

Headlines across the world scream: Rising gas prices, global warming, economic downturn, war in Iraq, failing mortgages, reductions in force, genocide in Darfur, unusual weather patterns, rising food prices, etc.

So how do recruiters in the field (whole blood, apheresis, marrow, tissue and organ) and recruitment/public relations managers break through all this noise?

One answer is relationships. The “Six Degrees of Separation” lends itself to this. It’s the idea that anyone can form a chain of personal contacts leading to any other person with no more than six links in the chain. You’ve all probably heard of the game “Six Degrees of Kevin Bacon,” the goal of which is to link any actor to Kevin Bacon through no more than six connections, where two actors are connected if they have been in a movie together.

The “Six Degrees of Separation” theory has sometimes been labeled as urban myth. However, in 2001 a professor at Columbia University, Duncan Watts, launched an

experiment on line. Each participant was assigned a target, one of 18 people. Their job was to link to this person by email, not directly, but by creating a chain. First the participant emails someone they know asking them to continue the link by emailing someone they know. The goal was to ultimately send an email to the target personally to complete the chain. As of 2006 approximately 60,000 people took part in the experiment with the average number of links being six.

What does this mean to the donor recruitment professional? Take one of the top, most influential individuals you want to reach to accomplish your organization’s mission. Play the “game” to link yourself with this individual. Even if the link is 8 or 10, it will be well worth the effort if this person can:· Lead a business challenge,· Give money for equipment,· Write a letter to every donor,· Contact your Senators, Representatives

and/or Governor to lead a statewide grass roots movement,

· Make calls of support to other community leaders who can make a difference in your cause and/or (but not limited to),

· Join your organization’s Board of Directors.

Continued on page 3

Inside this Issue:

Operation LifeboardPages 4-5

Media Partnership Makes Blood FlowPage 6-8

International Collaboration: You Have CompanyPage 9-12

Florida Blood Services To Host 2009 Annual Conference3

Young Women Rolling Up Sleves to Donate BloodPage 16-17

Drew and Hughes Scholarship EssaysPage 18-19

ADRP Co-Sponsors Education Programs at AABBPage 20-23

/ the Drop - ADRP’s Quarterly Newsletter Fall 2008Page 2 / the Drop - ADRP’s Quarterly Newsletter Fall 2007

the Drop - ADRP’s Quarterly Newsletter Fall 2008 /

ADRP’s VISION:We are the worldwide industry leader in the field of donor recruitment with an ongoing commitment to shaping international policies and standards and to develop marketing strategies and specialized resources for the donor recruitment profession.

ADRP EXECUTIVE BOARDPresident Carolyn P. Mihalko Director of Education American Red CrossBiomedical Services, NE Division E-mail: [email protected]

Immediate Past President Gavin Evans Head of Donor Marketing National Blood Services E-mail: [email protected]

President-ElectJohn HaginsSenior Director American Red Cross E-mail: [email protected]

Treasurer Christine M. Foran Manager, Corporate Relations Hudson Valley Blood Svc, New York Blood Center E-mail: [email protected]

Vice President Scott CaswellDirector, Donor Resource Development & Customer Relations Community Blood Center E-mail: [email protected]

Vice President Joe RidleyExecutive Director, Regional Operations Carter BloodCareE-mail: [email protected]

ADRP Staff and Contact InformationDeborah Swift, Executive DirectorPhone: 512.658.9414Fax: 866.498.6527E-mail: [email protected]: www.adrp.org

the Drop is published quarterly. For editorial information or ad rates, please call 512.658.9414 or check out www.adrp.org.

Building Effective...(Continued from page 1)

Behavioral styles are an excellent indicator of how people prefer to communicate. Understanding how and why people behave as they do increases your effectiveness in building relationships. No matter whose work you utilize you will find that they all have four unique communication styles which will help you model your behavior to your prospects, thus enabling you to get your message through and “close the sale.” For further information consult any of the following: Wilson Learning Systems, DISC Behavior Style Profile (copyright), Predictive Index, and Integrity Selling.

When you are finally face to face with the community leader, church office, superintendent of schools, or corporate leader it helps to remember that they :· Prefer talking to listening· Appreciate a listener· Get psychological strokes from a

listenerOr as renown sales trainer Jeffrey H.

Gitomer states, “Listening is the hard part. Listening is the most important part.” Focus – make eye contact – take notes if you can so that you can use the prospects own words to make your point. We all love to hear our own words. Stephen R. Covey went a step further when he wrote, “Seek first to understand and then to be understood.”

Another way to build strong and lasting relationships that will positively impact your organization’s bottom line is to build rapport and likability by: · Making others feel comfortable,· Being self-confident and at ease,· Being able to laugh at yourself,· Showing interest by maintaining

eye contact, asking questions and listening,

· Convey enthusiasm,

· Being well rounded, will intentioned, well informed and well mannered,

· Convey respect genuinely,*· Being honest and fair,· Making the other person feed good

about their contact with you – and· Making the other person feel that

they matter to you.For any relationship to thrive and

grow trust is key. Stephen M.R. Covey (son of Stephen R. Covey) writes in The Speed of Trust that there are 13 behaviors of high trust people (some of which have already been mentioned)· Talk straight,· Demonstrate respect,· Create transparency,· Right wrongs,· Show loyalty,· Deliver results,· Get better,· Confront reality,· Clarify expectations,· Practice accountability,· Listen first,· Keep commitments,· Extend trust.

This might seem basic, but in the rush to accomplish our goals, we sometimes overlook the very things that will pave the way to success.

So break through the din of headlines and try this method to accomplish your goal – Work on relationship building. You will find that you garner much success and that you will also have fun along the way. Happy recruiting!

*From Susan Roane’s How to Work a Room.

“Listening is the hard part. Listening is the most

important part.” Sales Trainer Jeffrey H. Gitomer

/ the Drop - ADRP’s Quarterly Newsletter Fall 2008

Operation LifeBoard:

Working effectively with CEO’s

by Amy KingAmerican Red Cross

Meeting your community’s need for blood is no longer as simple as it once was. With increased demands on donors’ time, downsizing of sponsor groups, competition from other blood collectors, and continuing financial constraints, finding successful ways to achieve regional collection goals gets tougher all the time. The LifeBoard program is a powerful way to boost collections by enlisting the support of influential leaders to help meet – and exceed – goals.

We all know that with anything in life, getting the buy-in from the “top down” makes it easier. Whether that top person is a CEO, Principal,

Priest, or your spouse, their support can be the difference between a successful event and a mediocre one. So naturally with any blood drive an account rep holds, the goal is to secure that “top down” endorsement. We know however, that is easier said than done. A LifeBoard program takes the relationships you currently have with top leaders and executives and helps you develop the cornerstone for your blood supply.

A LifeBoard program is designed to boost overall blood donations in communities and hospitals across the nation. By using its members, who are visible leaders in the community, a blood center will have the leverage to solicit more donations, ultimately ensuring community hospitals are able to

sustain their operations. A successful LifeBoard program

has great benefits. For LifeBoard members, it is a highly visible, productive, and meaningful way to show their support for the local blood center and to demonstrate their active commitment to the community’s blood needs. It provides LifeBoard members an opportunity to meet with various corporate and community leaders, boost their stature within their community and most importantly help ensure a safe, reliable blood supply. For the blood center, a LifeBoard program provides access to key decision makers in the community and their network of business partners, ultimately


increasing both the community awareness for the constant need for blood and the number of regional blood drives and collections per drive.

Only as strong and productive as its members, it is important to build a LifeBoard program with the right individuals. Members need to be able to use their influence to develop, improve upon, and increase the collections of blood drive programs within their own organization. They should be able to provide access to decision makers to initiate new blood drive programs or to increase participation rates at existing sponsor organizations within the community. And ultimately, a LifeBoard member should be someone seen as an activist, recruiter and a leader. Diversify—look for representation on your LifeBoard from various industry segments such as Healthcare, Colleges and Universities, Corporate, Government, Media, Finance and Technology. Charge your LifeBoard members within their own spheres of influence to mobilize the support of corporate entities and community groups in support of your blood center’s program and goals.

Another key to the success of the LifeBoard program is its Chairman, who works hand in hand with blood centers to establish annual collection goals and bench marks for the board. The Chairman leads quarterly LifeBoard meetings with guidance and support from the blood center. An individual who is respected by their fellow LifeBoard members, the Chairman is able to challenge and motivate the LifeBoard to achieve its goals.

With a strong team of visible leaders in the community assembled and committed to the mission, the blood center needs to set

expectations and collection goals for the LifeBoard organizations. With top down support in each organization, you will be able to set aggressive collection goals relative to their employee base.

Each LifeBoard member is expected to run regularly scheduled blood drives in addition to drives during the critical holiday periods. With an average blood drive sponsor you may expect to get 10-15 percent of their employee base to participate. With your LifeBoard members in place, an annual collection goal equivalent to 25 percent of their employee base is achievable. In addition to annual collection goals for each LifeBoard organization, other key performance indicators can be tracked including first time donors, donor frequency goals, and operational efficiency. To keep LifeBoard members engaged, consistent reporting of their performance is needed. Competition is healthy—graphs that show LifeBoard member results head-to-head will help drive organizations to meet their goals. Senior level positions like those of the LifeBoard members, don’t like to come in second. They will want to make sure their organization looks good and goals are met when it is time for the quarterly meetings.

To support the LifeBoard members in their achievement of the goals provided, the blood center needs to dedicate resources to the initiative to ensure success. Many of the LifeBoard members are large corporations who will have multiple sites crossing into various

account rep territories. A way to provide consistency and strengthen your customer service to them is by having a dedicated, senior account rep for the LifeBoard. A single account rep for the entire LifeBoard, allows for the best practices to be easily shared and a consistent message to be provided to your top accounts.

Make your successes known! Acknowledge and celebrate the contributions the LifeBoard

members are making to the community blood supply. Build a LifeBoard web page on the blood center’s website, take a “thank you” advertisement out in the local paper and recognize your outstanding LifeBoard members at an annual awards luncheon.

With the recruitment of blood donors becoming increasingly challenging year after year, the addition of a LifeBoard program to your blood center’s strategic plan allows you to create a cornerstone for your community blood supply. So whether you build your LifeBoard out of the key accounts currently in your area or start with your Board of Directors, a successful LifeBoard program will have a significant impact on your ability to increase collections for your blood center.

Charge your LifeBoard members within their own spheres

of influence to mobilize the support of corporate entities and community

groups in support of your blood center’s program and goals.


Media Partnership

Makes Blood Flow

by Justin Mohale and Zali Mbombo

South African National Blood Service

Media, as watchdogs in all demo-cracies ensure openness, transparency and robust public discussions on issues of mutual interests.

Due to socio-economic conditions in South Africa, it’s difficult to convince an ordinary person to spend his or her time and energy to donate blood.

Blood donation issues are still treated with skepticism and a high degree of untrustworthiness by the public. This is one of the contributory factors towards the low number of blood donors in the country. Less than one percent of 48 million South Africans donate blood – quite a low percentage indeed.

The low turnout may be attributed to poor education on blood donation or media’s lack of interest to educate potential blood donors.

In this instance, media play a vital role in educating ordinary people to acknowledge the importance of blood donation.

Some people are still reluctant to donate blood because they are skeptical about the safety of blood. With the media on our side, South African National Blood Service

(SANBS) has a platform on which to assure potential blood donors about the safety of blood.

SANBS has acknowledged the importance of finding common ground with the media in an effort to ensure cordial relations.

Since the beginning of 2007, SANBS embarked on a massive media campaign in an effort to increase the number of blood donors, educate potential blood donors and retain those already in the system to continue saving lives.

First, SANBS entered into an agreement with South African Broadcasting Corporation (SABC) to broadcast messages of blood donation and importance of blood in the corporation’s radio stations.

The campaign led to a series of interviews with members of its Executive Management.

Several messages to encourage ordinary potential donors were

broadcasted on SABC’s national radio stations.

Independent radio station 702 Talk Radio also played an important role in galvanizing support from blood donors.

On June 30, 2007 one of SABC’s radio stations played an important role in broadcasting the official opening of Umlazi Blood Donation Centre in Durban, KwaZulu Natal, South Africa. The opening of the clinic was preceded by pre-promotions on this radio station, which appealed to six million of the radio station’s listeners to donate blood.

Some of the dignitaries who attended the event were KwaZulu Natal Health MEC Peggy Nkonyeni, US Consul General Eugene Young, Local councillors from Ethekwini Metropolitan Council and community leaders.

When SANBS officially opened another clinic at Maponya Mall, right in the heart of Soweto, the media were


already running promotions creating awareness among Soweto residents. Gauteng Health MEC Brian Hlongwa delivered a keynote speech at the event. The media extensively covered his speech and the actual event.

Although the interviews were paid, these radio stations developed interest and started supporting blood drive campaigns.

As a result, SABC television had also shown support for blood drives by agreeing to interview Dr. Mpuntsha on June 14 (World Blood Donor Day) for 10 minutes. SABC also gave SANBS staff members permission to open a mobile blood donation clinic in its building on the day and bleed its staff members.

TV’s support for blood donation was also shown when the presenter of Rights and Recourse programme invited SANBS to take part in June 2007. Dr. Gulube was interviewed live on TV, as a result SANBS’ clinics were inundated with calls from potential donors committing to donate immediately.

The cordial relationship that was established between SANBS and SABC could also be attested when Gauteng Health MEC Brian Hlongwa was recorded on SA FM relaying a message encouraging ordinary South Africans to take blood donation seriously on September 15, 2008. It was an important milestone in the history of the organisation.

In May 2008, another important milestone in the history of SANBS was reached, thus, the Jo’burg Press Club (comprising senior members of the media outlets) agreed to host the organisation for the first time. This was a very significant step towards strengthening and sealing cordial relation with it.

It was a platform on which Dr. Mpuntsha clarified perceptions and some issues relating to blood donation and the company’s legal status. She further outlined to the media the company’s vision and programmes

to increase, recruit and retain blood donors.

It was an opportunity to share with the media SANBS’ achievements, and its important role of saving lives of those in dire need of blood. She also clarified conditions under which blood cannot be used and highlighted the fact that the company was going through transformation.

Several radio stations covered the meeting and the next day most newspapers also published articles based on their interview with Dr. Mpuntsha.

SANBS has also made inroads in fostering relations with independent radio stations, which conducted live interviews with members of its Executive Management on blood donation.

Independent radio stations such as Kaya FM, Y-FM, 702 Talk Radio have on many occasions supported blood drive campaigns. The latter had even initiated blood drive campaigns to assist the company collect sufficient blood for patients. For instance, 702 Talk Radio initiated and spearheaded a blood drive at Cresta Shopping Centre, in Johannesburg in November 2007 - 50 units of blood were collected on the day.

SANBS acknowledges that young people are future blood donors, which is why it has undertaken to become more actively involved in guiding them on social issues to ensure they become safe blood donors.

On July 4, 2008, a youth radio station Y-FM conducted an Outside Broadcast in Rosebank Mall, Johannesburg as part of SANBS media campaign to recruit potential young blood donors. The entire

event was broadcast live on radio. This exercise attracted more young

people on the day, and 80 young people were declared safe blood donors. Young blood donors got an opportunity to mingle and interact with their role model DJs and other TV celebrities who came to donate blood or just passing by.

It was during the event that SANBS realised the enthusiasm young people have in giving blood. However, some are reluctant to donate because of lack of educational information. Although some of them raised concern about their fear of needles, but committed themselves to give blood.

“I received more information on the importance of blood, I feel empowered. I vowed never to look back on my mission to save lives of

Continued on page 8


our patients,” a young donor said during the event.

“Donating blood is painless, I hope it will encourage young people to live a healthy lifestyle,” said a first-time donor.

Since the event was held in the mall, it also attracted adult blood donors, some of whom their blood donation cycle had lapsed.

Banners make blood drive events more attractive and draw media attention. SANBS has exploited this system to get free advertising mileage in both print and broadcast media. We also use billboards to promote the company, the service it provides and encourage potential donors to donate blood.

We’re grateful to have media outlets in South Africa that are compassionate and provide coverage for newsworthy articles. We also use emailing to communicate with the media and the emails’ immediacy makes it easy for us to send messages.

As a result of constant lobbying of independent radio stations to assist SANBS to recruit and educate ordinary South Africans about the significance of blood donation, in June, 2008 Kaya FM agreed to give the company one-hour free airtime.

The station conducted lives with Drs. Mpuntsha and Gulube. During the interview, listeners were given an opportunity to call-in and asked

questions. It was really a moving interview because it persuaded more listeners to commit to saving the lives of others by donating blood.

Practically, SANBS’massive media relation building exercise has yielded positive results in that more ordinary people responded to media campaigns. Between May 2007 and July 2008, SANBS has received more free publicity than in any period in the past five years.

If, no cordial relations existed, the media may have no empathy to assist in appealing to blood donors to replenish SANBS’ drying out blood stock.

Community media play an important role in educating potential donors about blood donation. SANBS has taken advantage of the community media’s interest in blood donation to supply more newsworthy articles.

In an effort to strengthen partnership with the media, SANBS has established close relations with individual journalists as part of a marketing and communication initiative. Working closely with them on an individual basis creates a sense of empathy from their

side and compels them to publish educational articles on blood.

We understand that the media run businesses and they need newsworthy stories. SANBS sells heart-rending stories of patients, who receive blood transfusion on monthly basis or about quality of our blood.

For instance, in our internally produced quarterly magazine Blood

Beat, we published Sipho Koto’s article as one of the beneficiaries of blood.

Sipho received 32 units of blood after complications resulting from tonsils operation. “Had it not been the generosity of blood donors, I would have died,” he said.

Another heart-touching story of a beneficiary was that of Sarah Bauling, who received 18 units of blood after haemorrhaging from the Caesarean section wound. She was rushed to the doctor and the wound was restitched. Although she suffered post-traumatic stress, after a few months she fully recovered.

Undoubtedly, any strong media partnership requires proper media planning as it will guide them to earmark important events in our calendar.

Media Partnership...(Continued from page 7)


Continued on page 10

by Matt GranatoAmerica’s Blood Centers

In 2002, the English National Health Service Blood and Transplant (then known as the National Blood Service), the Australian Red Cross Blood Service, Canadian Blood Services and the American Red Cross formed an alliance to begin international benchmarking to enable the identification of best practice opportunities within their respective blood services.

In 2004, the alliance was extended to include America’s Blood Centers and the European Blood Alliance, and in October of that year, the Alliance of Blood Operators (ABO) was born. ABO developed a balanced scorecard that incorporated a common language and baseline data for benchmarking purposes.

The scorecard is regularly reviewed to ensure the measures remain current in the face of emerging themes, scientific discoveries, changes in

standard practice and other influences affecting the global blood community.

ABO’s mission is to:

• Develop well-researched positions on prioritized global issues so that its members can participate authoritatively in discussions on these issues with policy-makers, regulators, suppliers, the media, and other stakeholders.

• Facilitate horizontal learning across its membership in order to identify and promote good practices.

For that purpose, ABO formed three main networking groups, each focusing on a special area of blood banking. The Medical group discusses, shares and compares data on technical and scientific issues affecting blood banking. The Operational Efficiency group shares information on blood center operations, including financial ratios

and human resources practices. The Donor Loyalty group focuses on donor recruitment issues, shares best practices and strategies on recruitment, retention and loyalty. This group also provides members a framework to test innovative approaches.

The Work of the ABO Donor Loyalty Group

Since its inception, DLG has worked on several tasks. The first step involved aligning metrics. In order to identify best practices, it was necessary to measure and compare. To produce meaningful “apples-to-apples” comparisons, definitions needed to be standardized and measures needed to be equivalent. The group began collecting donor data as well as donor satisfaction measures. Discussing and comparing these data, led the group to publish a paper in Vox Sanguinis on donor loyalty and barriers to blood donation (Donor

International Collaboration:

You Have Company


Recruitment Research by D. Devine et al., in Vox Sanguinis, Vol. 93 Issue 3 Page 250 October 2007). In addition, DLG sponsored three workshops on collections and operational excellence, focusing on wait time and donor flow. The group has also presented on customer service issues and donor retention at various conferences, including AABB, ADRP and the European Customer Management conference in London, UK. Currently, DLG is working on a whitepaper on customer—i.e., donor—relationship management (DRM).

Donor Satisfaction and the Impact on Donor Return

DLG has developed a standard donor satisfaction survey to compare scores and outcomes (see donor satisfaction survey below). Donors in Australia, Canada, England, the United States and other parts of Europe are being asked about their experience giving blood via a short, but powerful questionnaire. Members of DLG compare donor responses and attempt to identify the causes for differences and similarities. One member’s study on wait times found a profound impact on donor

satisfaction. The study of 30,000 donors conducted via Web survey found that donors who wait over 30 minutes are 15 percent less likely to return. Other similar studies have confirmed the influence of wait time satisfaction with the likelihood of donor return. Furthermore, satisfaction with the insertion of the needle appears as another factor deeply influencing donor return. In addition to basic donor satisfaction measures, which we encourage every blood service to adopt uniformly, DLG also measures and compares other related donor metrics such as frequency, attrition and participation rate. For a definition of metrics and to benchmark your blood service against core DLG results, visit www.blooddonorloyalty.org.

Whitepaper on Donor Relationship Management

The objective of the DRM whitepaper is to provide guidance to blood centers on the issue of donor relationship management systems especially to be used for maximizing donor loyalty and to assess their readiness to invest in DRM strategic initiatives. The study is an international effort between four benchmarking partners within ABO: Australian Red Cross Blood Service, Canadian Blood Services, National Health Service Blood and Transplant (England) and America’s Blood Centers (with member New York Blood Center). The whitepaper, which is in its final stages of development, outlines 10 readiness factors and recommends that blood programs considering DRM achieve at least eight factors before embarking in a DRM system.

Loyalty is Key

At this point, you may be wondering “why the focus on donor

‘loyalty’ and not recruitment or retention?” Loyalty is really the

third step after recruitment and retention. DLG strongly believes that

optimizing donor loyalty is the key to a sustainable blood service.

Borrowing from practices in the service industry and for profit

companies, we have learned that achieving and maintaining customer

loyalty is a business imperative. A loyal donor is one that not only

gives frequently, but is also highly committed, satisfied, and is also a

“promoter.” Loyal donors have certain benefits including: • A lower operating cost –it’s less expensive to market and “sell” to

the converted

• Increased safety –loyal donors have been tested before, and again and again

• Improved, sustainable business growth –loyal donors can be counted on

• Improved flow and service–loyal donors know the process and what it takes to make a successful donation

International Collaboration...... (Continued from page 9)


Readiness Factors: 1. Organization has a clear vision of

customer centricity and the impact on performance drivers.

2. A quality culture and a commitment to excellence: Extending the focus on quality management and good manufacturing practices from operations and donor testing areas to donor relationship management area. The commitment to excellence is essential—a culture where “good enough is not good enough” must be prevalent with a focus on “top-box” customer satisfaction—achieving the maximum number of donors rating their experience 10 out of 10. This dedication toward an excellent donor experience is essential to success. Enterprise Car Rental estimates that “completely satisfied” customers are three times more likely to become repeat customers than “satisfied” or “somewhat satisfied” customers.

3. Granularity of measurement and the capability to measure performance accountability at every donor transaction: To drive improvement, it is vital to measure and report results at the lowest level of granularity possible.

4. Willingness to treat different customers differently: Although controversial in the donor world where every donor has the power to save lives, it is essential that not-for-profit services allocate limited resources towards donors that deliver the greatest “lifetime value” for the service, and indeed patients.

5. Commitment to create and leverage corporate memory of every donor interaction: Create

processes to gain a 360-degree view of the donor and systems to remember key information on donors’ preferences and history.

6. Rigorous Complaint Management: Another key guiding principle to a successful customer service strategy is to have clear processes in place to recover from mistakes.

7. Understand Donors’ Motivations: What’s in it for them? An understanding of the motivations for giving blood is important, as this provides the foundation on which blood collection services can build programs to promote donation.

8. Commitment to target the right donor: Recruit who you need, not

who you can.9. A focus on loyalty not “urgent

public appeals.”10. CEO endorsement of DRM

strategy and involvement in donor relationships.

In conclusion, the Donor Loyalty Group, a networking group of the Alliance for Blood Operators, has been working on several key donor satisfaction studies that have helped members understand the drivers of donor return, commitment and loyalty. In addition, the group has used its collective knowledge to produce many research reports and papers that will contribute to the advancement of blood banking globally.


International Standard Donor Satisfaction Questionnaire

1. How satisfied or dissatisfied are you with the following aspects of your experience? Rate each aspect by choosing a number from 1 (totally dissatisfied) to 10 (totally satisfied). (Check one rating for each item. If a particular item does not apply, write “NA.”) Totally Dissatisfied TotallySatisfied 1 2 3 4 5 6 7 8 9 10 The overall experience Sensitivity of the health & lifestyle questioning Waiting time Fingerprick test Insertion of the needle Welcome on arrival ¨ Professionalism of our staff Cleanliness of the facility Friendliness of our staff 2. How well did we meet your expectations in the following areas? Rate each area by choosing a number from 1 (expectations

totally unmet) to 10 (expectations totally met). (Check one rating for each item) Totally Unmet Expectations Totally Met Expectations 1 2 3 4 5 6 7 8 9 10 Did we make you feel valued & appreciated for your vital contribution? Did we provide sufficient explanation at each stage of the process? Did we treat you with consideration and sensitivity?

3. Please rate your agreement or disagreement with the following statements by choosing a number from 1 (completely disagree) to 10 (completely agree). (Check one rating for each statement.) Completely Disagree Completely Agree 1 2 3 4 5 6 7 8 9 10 I have so many commitments it is sometimes hard to give blood. I really enjoy giving blood. Giving blood is very important to me. Not at All Likely Very Likely 1 2 3 4 5 6 7 8 9 104. How likely or unlikely are you to give blood again? (Check one.)

I5. What is the single most important thing we could do to improve your experience? (Check one.) 01Shorten the health interview questions 06Offer healthy snacks 02 Manage appointments better/cut wait time 07Remind me before my next donation 03Improve needle insertion 08Nothing/no improvement needed 04Have longer hours of operation 09 Some other improvement (please tell us what?) 05Have more convenient locations to donate


Have you marked your calendar for the 2009 ADRP Annual Confer-ence to be held in St. Pete Beach, Florida May 13-16, 2009?

To fulfill its theme “with you ev-ery step of the way,” Host Florida Blood Services (FBS) and ADRP have lined up an impressive list of motivation and industry speakers to help provide attendees with new ideas and solutions.

The conference will kick off with an opening reception and ceremo-nies on Wednesday, May 13. The following morning, FBS has lined up Bobby Petrocelli to serve as the opening session keynote speaker. Petrocelli’s story is one of per-sonal triumph and hope following a devastating tragedy in his life. One night he went to bed in subur-ban America, a happy man with a loving wife. But when he woke up dazed in his kitchen, his wife was dead and his life forever changed. The pickup truck that crashed

through his bedroom wall was driven by a man who was more than twice legally drunk.

The author of several books, including 10 Seconds Will Change Your Life Forever, Petrocelli will share how he fought through the darkness to triumph; how he drew upon his faith and friends; and how he came to love again. As a high school teacher and coach, his love for youth inspired him to take his dramatic story to audiences nationwide.

Following Petrocelli’s speech, attendees will be able to attend sessions in the following tracks: Beginning Recruiter, Advanced Recruiter, Beginning Manager, Advanced Manager and Specialty or General Sessions. Individuals may move around tracks. The tracks provide a guide to the level of attendee the session is geared toward.

In addition, ADRP will bring

back its popular round table discussions, which this year are entitled “Focused Solutions Discussions.”

Friday morning, the 2009 Scholarship and Award winners will be recognized. The association will conduct its annual business meeting during Friday’s luncheon.

FBS has chosen the perfect setting for the conference. The TradeWinds Resort is located just 30 minutes from award-winning Tampa International Airport on an 18-acre strand of sugar white beach directly on the Gulf of Mexico. The resort is known for its meandering waterways shaded by abundant vegetation and filled with white swans and Nile Perch. Guests can wind their way through the resort area via paddleboat.

The preliminary conference brochure will be mailed in early January, or for information, check out www.adrp.org

Florida Blood Services Serves as Host to 2009 ADRP Annual Conference


The 2009 global event to celebrate World Blood Donor Day will be hosted by the Australian Government in close association with the Australian Red Cross and Australian Red Cross Blood Service. The WBDD celebration will take place during the AustralianYear of the Blood Donor, which aims to enhance awareness of the need for ongoing and increased blood donation as well as the recruitment of new donors.

The joint website of the core agencies (www.wbdd.org) and the WHO webpage (www.who.int/worldblooddonorday) will contain the World Blood Donor Day brochure and poster as well as additional resources.

During 2009, the global theme for World Blood Donor Day will place a renewed emphasis on

improving the safety and sufficiency of blood supplies through the achievement of 100 percent voluntary non-remunerated donation of blood and blood components. This very broad theme is designed to provide an opportunity for all countries to focus on specific challenges to be addressed. It also:

Advocates that countries that have not yet achieved 100 percent voluntary blood donation should refocus on innovative new approaches to community participation and youth involvement and develop national blood donor programmes in order to increase the number of voluntary blood donors, phase out family/replacement donation and eliminate paid donation.

Calls on countries that have already achieved 100 percent voluntary blood donation to

Australia to Host 2009 WBDD Eventintensify their efforts to increase the number of regular donors in order to maintain a stable pool of donors who will meet their country’s requirements for blood and blood components at all times, in routine and emergency situations.

Urges countries that are establishing or expanding blood component programmes to base these programmes on 100 percent voluntary non-remunerated donation.

Encourages countries that have developed mechanisms for the procurement of blood products to establish cooperation with other countries to secure adequate supplies of blood products based on voluntary donations: for example, on WBDD 2009, some countries may choose to focus on self-sufficiency through voluntary plasma donation.

The Gambro BCT service, quality, andcommitment you know with a new name

“ I believe CaridianBCT embodies the key ideals and values of caring, hope and partnership that our company and products have always represented to our customers.”

Leslee Simon-Blum Senior Product Support & Training Specialist

Gambro BCT is changing its name. For years you’ve known us as the company that has brought you innovation, quality and service through products such as the Trima Accel® Collection System and the Vista® Information System.

As the time came to change our name, we wanted to re� ect the values and strengths that make us unique. CaridianBCT, our new name, emphasizes two key ideas; 1) the care, quality, and service that we deliver to customers, donors, and patients. 2) Our global focus and our innovation approach to meeting customer needs.

commitment you know with a new nameGambro BCT is changing its name. For years you’ve known us as the company that has brought you innovation, quality and service through products such as

Information System.

As the time came to change our name, we wanted to re� ect the values and , our new name, emphasizes two

key ideas; 1) the care, quality, and service that we deliver to customers, donors, and patients. 2) Our global focus and our innovation approach to meeting

ADRP Ad 7.25X4.75 V1.indd 1 4/28/08 2:29:17 PM


Recognizing the Best in the Industry

& providing Scholarship opportunities to learn and grow

Deadlines:December 19, 2008 –

Awards Nominations & Scholarship Applications

January 30, 2009 – Daniel Ebert Film

and Radio Awards Nominations

April 6, 2009 – Tools of the Trade

Submissions

Australia to Host 2009 WBDD Event


by Gary KirklandLifeSouth Community Blood Centers

That “We can do it” attitude of World War II’s Rosie the Riveter has been passed on to a new generation of blood donors who are both young and a majority are female.

LifeSouth Community Blood Centers operates in Florida, Georgia and Alabama, collecting more than 800 units of blood daily to support more than 130 medical facilities. When it crunched the numbers of its active donors over the past two years, the results contradicted several popularly held stereotypes over who is most likely to give blood.

The largest single group was donors

20 to 24, followed closely by donors ages 17 to 19, while those 25 to 29 were the third largest.

“I’m not surprised, I’ve seen this for years,” said Galen Unold, director of donor recruitment and retention for LifeSouth.

Today’s teens and 20 somethings are willing to help, Unold says, and they’re not the generation of slackers as they are frequently portrayed.

“Without this age group helping us, we could not operate as an organization,” Unold said.

Unold says LifeSouth holds blood drives on every college, community college and high school campus in the

areas it serves, and some schools will host three or four drives per year.

“This is a group that is healthy, they have the time and it’s a way they can make a difference,” Unold says. “It’s truly an altruistic act.”

And while the younger donors are the most active, they are also the group that is the hardest to connect with during the summer.

“The 17-24 age group account for 27 percent of our donor base and during the summer we struggle to connect with them and that’s why LifeSouth faces blood shortages when school is out. We try to schedule more blood drives with business, civic groups, and other community minded

Young Women Rolling Up Sleeves To Give Blood


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organizations so they can pick up the slack of our youth. The youth are not the slackers they are portrayed as. It’s one of the reasons that each summer we face a blood shortage and it’s why it is so important that donors make the extra effort to give during this time of the year,” Unold said.

Christine Evans, a donor services manager for LifeSouth, has worked many drives on the University of Florida campus. She says frequently on those drives she’ll have to turn donors away, because they’re too eager to help. They’re unable to give because they haven’t had enough time pass since their previous donation.

“That happens every day on campus, and I don’t think it’s because of our T-shirts,” Evans said.

She said many of these donors got their start in high school, when donating did offer a nice bonus – a chance to legally cut class. But it then became a habit they took to college and beyond.

“It makes them feel good to do it,” she said. “They make themselves part of our community by donating.”

Over the past two years female donors have accounted for 56 percent of all donors. In fact, only in the plus-65 age groups do men overtake women as donors.

“I don’t think women are as intimidated by the whole medical atmosphere,” Evans said.

Unold speculates that guys may also fear embarrassment of passing out –

something that rarely ever occurs – so they nix even that remote possibility and don’t try it.

“They won’t ever admit it, but I think that’s a reason,” Unold said.

Evans said she never hears the words “fear” or “afraid” coming from guys, instead she hears, “I don’t do needles.” And she’s heard it from men with pierced eyebrows, pierced tongues and from those covered in tattoos.

“If I can just get them to try it, they learn just how simple and painless it can be to save a life,” Evans said.


The “Missing Piece” plays on two key motivating factors: Internalization of the importance of the donation and donor incentives.

Winning Essay

Hughes ScholarshipAre You the Missing Piece?

by Travis McLaughlin Promotions Coordinator

Gulf Coast Regional Blood Center

During my 16 months of experience with Gulf Coast Regional Blood Center as a donor recruiter, I have just begun to understand the complexities involved with motivating individuals to donate. A large part of our organization’s success falls upon the individual recruiter and their ability to find ways to motivate donors within the account base. I have been fortunate to have had success with several creative ideas, one of which being my “Missing Piece” strategy.

My original “Missing Piece” strategy has recently rendered very positive results. In this creative recruitment strategy the goal is to ultimately help the individual donors within groups understand the importance and impact of their blood donation and the value of their participation in every drive. When donors truly understand how critical each donation is, they are far more likely to donate consistently and recruit others.

The “Missing Piece” plays on two key motivating factors: internalization of the importance of the donation and donor incentives.

Step one in this strategy is to find a blood recipient who is willing to share how blood donations have helped them or their loved ones. We then place the recipient’s picture, along with their brief story, on a large

foam board using a stylish layout. Once this has been completed, this

foam story board can be reproduced repeatedly for groups holding blood drives. When determining recruitment strategies with individual chair people, I introduce the “Missing Piece” story board.

Using a calculated estimate of potential donors, we will then cut an appropriate number of jigsaw pieces out of the story board. As donors are recruited to sign up, they will be given an individual piece to the puzzle. When donors come to donate on the day of the drive they will be asked to “fit” their particular piece of

the puzzle on to the puzzle surface.One or more puzzle pieces will

be specially marked prior to giving potential donors their pieces, and when these donors place their pieces onto the puzzle, they will receive a prize (to be determined on individual account levels).

When all the donors have donated, they will then be able to display a true, impactful story of a blood recipient, which would not have been completed had it not been for every donor following through on their commitment to participate in the drive. This visual helps donors realize the impact of their donations, and encourages future participation.

A specific example of the success of this strategy involves St. Theresa Church. After using this strategy, they had a wonderful number of repeat donors (98 percent of all participants from last drive) as well as an increase in new donors. (12 percent of all donors; 58 donors vs. 48 at first drive)

When implementing different recruitment strategies it is not only important to get an individual to donate, but also to emphasize the reason that donating is so important. As I have implemented my “Missing Piece” strategy with donor groups, I have achieved results that render positive, lasting results with donors.


Winning Essay

Charles Drew Scholarshipby DeLisa Simon-Dawkins

Former Manager of Diversity Outreach and EducationThe Blood Connection

Ethnic Recruitment strategies have long been a subject of discussion for our industry. The questions that are usually presented include:

· How do we inspire other ethnicities to engage in routine blood donations for the community?

· How do we gain their attention?

· How do we reach out effectively?

· How do we encourage them?

The answer lies within developing and strengthening a council comprised of leaders within your community and a strong recruitment team to drive the effort.

For 10 years, I have been employed by The Blood Connection (TBC) in Donor Recruitment and Marketing activities. But for the past 5 years, I have been involved in the evolutions and growth of The Blood Connection Diversity Council. I believed that we were an untapped resource that needed attention. With nurturing and development our patients would benefit from the efforts. Especially those with life long illnesses such as Sickle Cell Anemia and Lupus.

Our Council consists of local citizens from various professional and service organizations within the Greater Greenville area who volunteer their time to promote and encourage blood donation through education and awareness. Council members consist of :

· Members of clergy· Business professionals· Educators· Healthcare professionals· Local government officials· Local citizens

The varied individual backgrounds of our council members help generate many of the campaigns and creative marketing ideas that we use today. They assist in packaging the message of blood donation with enough urban “flair” to gain the attention of the African-American population and convey

the message effectively. Through education and outreach

efforts, the TBC council managed to exceed their initial goal by inspiring over 1,000 African –Americans to become new blood donors by simply promoting the message. They taught others who were now willing to listen. This task was achieved in their first year.

With that type of tenacity I knew that the sky was the limit. It would just take time, patience, and support to get there. I have all of those “tools” through the support of our Director, Iris Hood-Bell and our CEO, Mr. Greg Hart.

TBC has established a commitment to diversity in unique fashion. We take pride in accepting the challenge of minority recruitment campaigns through a continuous presence in the Africa-American culture. This journey has not been easy, nor is it for the faint at heart. The difference is the consistency of the message combined with the spirit of the people and the constant support of management, which has made this council as strong as it is today.

I am excited to be a part of this rewarding journey in my career, privileged to share the knowledge within the industry, and honored to know that I have inspired others to accept the challenge.


Internet Marketing Is Nothing to LOL@ Shankar Goudar, MBA, Carter BloodCare and Gene Young, BA, Florida Blood Services, discussed the continuing challenges blood centers have in communicating with donors. Both outline new available technologies, including the internet, that may be the answer to the quest of communicating more effectively with center donor bases.

Donor Motivation and Incentives--Are They Necessary? The World Health Organization considers voluntary non-remunerated regular blood donors who give out of altruism to be the safest blood donors. Yet currently in the U.S., blood donors receive t-shirts, movie tickets, and are entered into opportunity drawings for sports tickets, cars, televisions and motorcycles. John Armitage, MD, Oklahoma Blood Institute; Kay Schwartz, MT ASCP, CQA ASQ, American Red Cross; and Paul Sullivan, American Red Cross used this session to debate the pros and cons of donor incentives.

ADRP Co-Sponsors Donor Education Programs at AABB

Global Perspectives Scotland Blood Transfusion and Paul Hayes, BSc(Hons), New Zealand Blood Services spoke on the status of donor recruitment efforts outside the United States. Issues affecting the donor recruitment effort will be presented along with tactics and strategies used to meet patient blood donor needs.

Left: Session moderator, John Hagins, American Red Cross; Joyce Kleist, ADRP liaison to AABB’s Annual Meeting Educa-tion Unit; Gene Young, Florida Blood Services; and Shankar Goudar, Carter BloodCare meet before the Internet ses-sion starts.

Above Right: Dr. John Armitage answers a question following the Donor Incen-tive Session. Above: Representatives from Scotland and New Zealand provide Global Perspectives. Left: ADRP President Carolyn Mihalko, session moderator, introduces Dr. Armitage, Kay Schwartz, American Red Cross, and Paul Sullivan, American Red Cross during the Donor Motivation and Incentives debate.


Joyce Kleist, Director of Donor Recruitment for Carter BloodCare, was selected by the AABB’s Donor Recruitment/Public Relations Committee and formally approved by the AABB Board of Directors to receive the 2008 AABB Chapman-Franzmeier Memorial Award and Lectureship.

In presenting the award at its 2008 Annual Meeting, AABB noted that Kleist demonstrates the highest level of integrity and professionalism while possessing a keen sense of community awareness and involvement in furthering the cause of donor recruitment. “She has shared her wisdom, knowledge and experience with countless colleagues while serving on local, regional, national and international committees and organizations.”

Kleist has served in the field of blood banking for more than 25 years.

She began her career in blood donor recruitment at the Community Blood Center in Dayton, Ohio, where she worked for 16 years as a donor services manager. She then

Joyce Kleist, Director of Donor Recruitment for Carter BloodCare, (above left) shows her award to Kathleen Connolly, Director of Public Relations, Rhode Island Blood Center.

served as director of donor recruitment with Northwest Florida Blood Center in Pensacola, Fl., before joining Carter BloodCare as director of donor recruitment in 2004.

Kleist continues to share her knowledge with countless colleagues through various programs at local and national recruitment conferences. In both formal and informal settings, Ms. Kleist has motivated colleagues through her knowledge and willingness to share her creative ideas. She has written articles for AABB News and was a contributor for “Donor Recruitment Tips, Techniques and Tales,” which was published by AABB in 2005.

An AABB member since 1983, Kleist is active in numerous national and regional blood banking associations and organizations, including America’s Blood Centers, the Association of Donor Recruitment Professionals (ADRP), Blood Centers of America, and South Central

Kleist Receives 2008 AABB Chapman-Franzmeier Memorial Award

Association of Blood Banks. A past president of ADRP, she currently serves as the ADRP liaison to AABB’s Annual Meeting Education Program Unit, specifically contributing to the Recruitment/Collections Track.

Additionally, Kleist received the ADRP Ron Franzmeier Lifetime Achievement Award in 2007.


A Special Thank You to Oklahoma Blood Institute for Co-Sponsoring ADRP’s Appreciation Reception at the AABB Conference in Montreal

ADRP Conducts Appreciation Reception at AABB Annual Meeting

In Montreal


A Special Thank You to Oklahoma Blood Institute for Co-Sponsoring ADRP’s Appreciation Reception at the AABB Conference in Montreal


P.O. Box 150790Austin, Texas 78715

2008 fall drop

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