Segmenting your database by the amount of time that has elapsed since a donor last donated—the “Donation Time Elapsed”—allows your script to present your tele-recruiter with the most important information to that donor. If you have automatic script-generated software, it should be programmed to utilize these and other details to customize the tele-recruiter’s script.
Many studies have shown that acquiring new customers costs significantly more than keeping the ones you have. Incept’s own experience shows that approximately 83% of all donations come from previous donors.
How To Segment Your Donors
Best practices suggest classifying donors using the following categories:
- New Donors: no previous donations on file
- Current Donors: 0-24 months since last donation
- Lapsed Donors: 24-48 months since last donation
- Super-Lapsed Donors: 48+ months since last donation
Recruiting New Blood Donors
Brand new donors need the full gamut – plenty of encouragement to help save lives, motivation through current promotions, information about the donation experience, instructions on how to qualify to donate at the site, and answers to any other questions they may have. On average, 40% of new donors will return and make a second donation, but the entire process must be executed with a great deal of customer service. Fear of something new is common, so encourage them to bring a friend or loved one with them for support. They will get comfort from not being alone, and you will get two donors!
Recruiting Current Blood Donors
Donors who have given recently understand how important their gift is. They need reinforcement that they are appreciated. Include education and promotions, but with current donors you’ll need to be prepared to answer more questions regarding donation eligibility. These donors understand the process, but a change in medical history may have changed their eligibility.
Recruiting Lapsed Blood Donors
Lapsed donors have usually gotten out of the habit of donating. They often require more education on how many donations are needed to sustain local hospitals, what blood products are used for which treatments, and acknowledgment of their previous donations. They also need reminded of how long it has been since they donated and how badly they are needed and missed; this information along with education and promotions are key. Many lapsed donors stop giving because they think they are unable (deferred) due to a medication or condition. Be sure to ask why they haven’t been in, debunk some myths, and update them on guidelines that may have changed since their last visit.
Recruiting Super-Lapsed Blood Donors
Super-lapsed donors have similar needs to lapsed donors, but need even more encouragement and greater detailed reminders of the process. A lot of care and compassion must go into speaking with a donor who hasn’t given in 5 or more years. Take the time to really educate and understand why they’ve stopped donating, tell them how much you need them, and ask what it would take to bring them in again. You’ll be surprised by the answers. Oftentimes, they simply need to right a wrong from a previous visit, clarify an address, or talk through a misunderstanding.
By segmenting your donor database and personalizing your donor script based on donation time elapsed, you will be able to increase the number of appointments made, units donated, and, therefore, results!
How do you segment your donors when recruiting them?