Effective communication with donors plays a pivotal role in creating a consistent blood supply and ultimately, saving lives. Historically, telephone outreach has stood as a cornerstone for engaging donors but given the evolving preferences and the rise of individuals opting for inclusion in the 'Do Not Call' (DNC) registry, it has become imperative to explore alternative avenues for connecting with and recruiting them to donate blood.
In the following post, we’ll share a recent client success in the face of these changing engagement preferences.
The Challenge
Incept’s client was experiencing a growing number of blood donors who didn’t provide their phone number or simply didn’t want to be contacted through that channel. This removed the opportunity to call these donors to invite them to donate blood again and without this outreach, the number of blood donations from this noncallable segment was diminishing.
Coupled with a growing need for type O donors, our client asked for a solution to get more donations from this very important, universal donor group without calling them.
The Solution
Incept launched a paid social marketing campaign using custom audience targeting. This type of targeting is an ad targeting option that lets you find your existing donors among the people on Facebook, Instagram, Snapchat, etc., and deliver ads to them.
This strategy allowed us to target noncallable, type O donors for our client and engage them with highly targeted, relevant ads on Facebook and Instagram.
These donors were not being actively marketed to in any other way and as a result, the campaign dramatically increased the number of donors coming in to donate from within these target lists.
The Result
When comparing donations from these target lists in the four months before the campaign launched to the first six months of the campaign, average monthly donations increased from 28 to 264, more than an 800% increase.
In the graph below, you will see the donations that came in from this list before Incept launched the digital campaign (July 2020 through October 2020), the initial launch of the campaign (November 2020 through March 2021), and the pausing of the campaign (April 2021).
This campaign proved that when these donors were engaged with highly targeted, relevant ads on Facebook and Instagram, they came in to donate, and when these campaigns were turned off, they were much less likely to donate.
Superlapsed donors (donors that have not donated blood in 4+ years) came in to donate at a dramatically higher rate during the campaign, making up 61% of donations from this list, compared to 7% of donations before the campaign launched.
ABOUT INCEPT
Incept’s donor-centric, data-driven approach helps deliver the right message, using the right platform, to the right donor, at the right time, helping improve the outcome of donor interactions and create a consistent and predictable daily inventory that matches our client’s needs.
We help our clients solve their donor experience challenges—no matter how large or small, how complex or unique. We don’t settle for merely reaching business goals. Our leadership, talent, and culture are designed to deliver continuous improvement and business transformation.
HOW DOES PARTNERING WITH INCEPT IMPACT YOUR BLOOD CENTER?
We’ve shaped a different future for donor recruitment that’s no longer based on a one-size-fits-all telerecruitment approach, but rather a multi-channel strategy that engages donors where they want to be engaged.
We have a client coalition of more than 20 blood centers that we’re able to test and scale our multi-channel learnings with, helping us solve donor recruitment challenges quickly and apply unique industry learnings across our campaigns to drive in more blood donations for each of our clients.
We price our blood donor recruitment per productive donor, meaning you only pay when we're successful. This includes telerecruitment and expands to 6+ channels at no additional cost. Channels include text, Facebook, Instagram, Snapchat, Twitter, and more - all for the same price.
Ultimately, we help our clients create a consistent and predictable daily inventory that matches their needs.
INDUSTRY:
Blood Donor Recruitment
SOLUTION:
Digital Marketing