“Because of the changes made in 2019, we hit our overall unit goal for the first time in ten years!”
- Blood center client
Incept's client struggled to hit their unit goal like so many blood centers dealing with changes in donor behavior, regulation, and industry pressures. In an attempt to improve recruitment they were open to trying something new and experimenting with different recruitment channels.
In November of 2018, the blood center worked with Incept to launch several new campaigns in addition to outbound calling recruitment, the first few of which were outbound text recruitment, Facebook ads, and banner ads.
Many of the digital campaigns were hyper-targeted at very specific groups - the most in-demand blood types, donors that have opted out of other types of communications, and donors that do not have phone information within their contact information within current, lapsed, and super lapsed categories. This strategy enabled the blood center to get their message in front of previous donors that were not able to be marketed to with traditional tele-recruitment and the impact was significant!
The graph above depicts unit goals from the blood center client as well as the corresponding performance of Incept's recruitment efforts. In the period between January 2018 and November 2018, Incept was able to come close to the client unit goal in each month.
Once the alternative channels were added to recruitment efforts in November of 2018, results shifted significantly. By talking to donors in the channels they prefer to communicate within as well as reiterating the brand message across several touchpoints, the gap between the client unit goal and Incept performance began to increase. The largest gap grew to 1805 donors over goal and leading Incept's client to hit their overall unit goal for the first time in 10 years.
If your blood center has been struggling to recruit donors using traditional marketing, we suggest starting to experiment with alternative channels and watch your results take off!
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