Test

In: Business and Management

Submitted By beisner
Words 1661
Pages 7
Workshop Summary: Recruiting Blood Donors – Successful Practices
An FDA sponsored workshop held on the NIH campus July 6 & 7, 2000

This two-day workshop was designed for information gathering and sharing. On Thursday we heard concise reports on the theory and practice of recruiting blood donors from successful recruiters. The presenters represented a diverse group of blood centers, both in terms of location and number of collections. On Friday all the attendees had a chance to participate in two of five facilitated discussions on relevant topics: advertising; education; donor retention / satisfaction; incentives; and the top ten actions to recruit and retain donors. Summary slides from the Friday discussion sessions are available at http://www.fda.gov/cber/summaries.htm. There was apparent consensus on many key points: * Successful programs are multifaceted, drawing on expertise in customer relations, advertising, public relation and, marketing. Such programs exhibit a culture of innovation and hard work. * The most successful programs have all staff members encouraging and thanking donors. * Donor recognition is an important component of a successful program. Recognition does not mean providing incentives or gifts to donors. Recognition means acknowledging donors altruistic contribution at each donation, with special recognition at milestones of their donation career such as a public thank-you for multi-gallon donors at a celebration dinner. * Successful advertising campaigns are keyed to an emotional appeal. They put a human face on the transfusion recipient and the donor. (Pictures of empty blood shelves do not work.) * Advertising increases awareness, but does not automatically result in more donors. To put a donor in the chair, the donor must be directly asked – preferably one-on-one. * Corporate…...

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