Ceri Rose, Assistant Director – Marketing, talks about our latest activity to improve Donor Base Health.
It’s now been three months since our NHSBT improvement event on what we need to do to collect the blood that patients need every day and there has been lots going on.
In my last blog I covered 5 things we were doing to improve the health of the donor base and a big part of that is a significant increase this year in new typed donors. Here are some updates on those:
- We have been running ‘Change someone’s life this New Year’ campaign all through January and you might have seen our adverts on TV. I’m pleased to say that in January we saw 65,000 people register to give blood (vs. 35,000 in an average month)
- However, it’s not enough that people register… we need them to come to a session and donate so that we can type them. The good news is that appointments booked by new donors is now up at 12.7% for February, up from 10% in December and this could rise closer to the session dates. We need appointments booked by new donors to be consistently at 16.7% every week to deliver the new 184,000 typed donors donating required this year. We had 14,606 new donors donating in January (vs. 12,000 in an average month).
We are still looking for any improvement ideas around how we can get more new donors at our mobile sessions after they have registered so please comment or contact me.
- The West End Donor Centre has begun to collect A negative platelets and it’s been fantastic to see their updates on Facebook. This offers a real chance for immediate improvement on our A negative collection to meet patient demand and reduce the wastage we see in over collection of A negative whole blood to make up the shortfall in supply. Thank you to all who have made this happen so quickly.
And here are five more things we are doing to improve Donor Base Health in February:
- 24 Hour Call back: The NCC began calling people who register to give blood within 24 hours of their registration in January. Previously it could have been up to 7 days before they received a contact. So far we haven’t seen any improvement in appointment bookings from the change… but it’s early days.
- B Positive Choir: We continue to work on more media opportunities to tell the stories around Blood Donation and Sickle Cell in particular using our B Positive Choir which reached No2 in the Gospel Charts before Christmas. This is designed to be an ongoing part of our storytelling and awareness raising efforts to recruit more black donors in 2018. Thanks to all involved in supporting this initiative, and particular Colin Anderson from our OWD team – the B Positive Musical Director.
- New donors in the lab: This week we are going to get some new donors into the lab (the user experience lab!) to watch them go through the process of booking their first appointment to donate. We will observe them going through the process and look for ways we can improve it.
- Lifetime value of donors model: The Statistics and Clinical studies team and Donor Relationship Services are working together on a model that we hope will give us a more sophisticated understanding of donor value, building in blood type but also cost of service and long term yield. We hope in the longer term that model this will help us better retain and recruit the donors that we need to support patient need.
- De-mystify donating: An initiative dreamed up by Melissa Thermidor, Social Media Manager, is a series of short films showing celebrities donating blood with family members – Date2Donate. We hope that this will help normalise and de-mystify blood donation with a younger audience by using people that they are influenced by and showing donation as easy and rewarding.
Also you can listen out for our award winning radio advert running nationally in February. Don’t forget to contact me with ways you think we can get more of the interested registrants onto our sessions to donate!
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