How to Effectively Engage Blood Donors Through Scripting

Why Do You Need Blood Donor Recruitment Scripts?

Scripting is essential for successful donor conversations. It allows Conversational Marketing Experts (CMEs) to engage with donors in a way that ensures uniformity, professionalism, and the freedom to really listen to the needs of the donor. The following are some of its benefits:

  1. Your organization preserves its brand by ensuring control over what is communicated.
  2. Supervisors can evaluate and compare tele-recruiters on a level playing field.
  3. Tele-recruiters provide uniform information to donors.
  4. Tele-recruiters consistently communicate in a professional manner.
  5. Tele-recruiters do not need to anticipate what to say next and can genuinely listen to donors.

How To Design a Blood Donor Recruitment Script

Poorly-designed scripts turn people off. Well-designed scripts engage people in conversation. Effective scripts are brief, conversational, appreciative, motivational, personalized and specific.

  • Keep it brief. People are busy with the rest of their lives when you call. A short script increases the likelihood that donors remain engaged and participate in the conversation.
  • Be conversational rather than formal. Formality makes a script sound forced and unnatural. It creates a barrier between the telerecruiter and donor. A conversational script fosters open communication and encourages questions and discussion.
  • Show appreciation. Giving blood is a very personal act of service. Donors offer part of themselves to save others’ lives. This act of kindness deserves recognition and appreciation. Because donors rarely see the results of their service, they need to hear how much both the patients and the blood center appreciate their time, compassion, and gifts.
  • Discuss loyalty programs and promotions. Reminding donors of special loyalty programs and promotions before asking them to donate can motivate donors who are on the fence.
  • Tailor the script to the donor’s history. Establish your credibility by using donation history to help form the script. For example, remind donors of the type of donations they’ve usually given, the location they usually select, and their blood types. This helps form a personal connection with donors. It lets them know they are not just names—they are generous, necessary, and unique, and the blood center recognizes them as such.
  • Make your request to donate specific. Vague requests are easier to turn down. For example, “Would you be able to come in and donate soon?” only invites a yes-or-no answer and can cut off a conversation prematurely. “Are you more available on weekends or weekdays,” on the other hand, invites further conversation.

How do your scripts compare?