1 Robin Friehling Account Manager Presentation at ADRP Conference May 19, 2011

2 In Honor of Blood Drives Dedicated Blood Drives Blood Drives should be your NEWSTRATEGICMARKETSEGMENT

3 47% From Hand WRINGING To BARING Arms Narrowing the emotional distance between Narrowing the emotional distance between donor and recipient

4 Emotional need to do something to help and show support > mobilize people to help to honor someone’s memory Bring attention to a particular cause – raise awareness! specific illness/disease drunk driving hit and run Support the blood supply that is supporting your honoree “Pay it Forward” BUT REMEMBER, the donations DO NOT go directly to a particular patient! Why are these blood drives so special?

5 Black Sunday 1/23/2005 Jeff Cool

6 Getting a Signed Authorization and Release Respect people’s privacy rights. Be sure you get their permission. Work with your Legal Department to create a form. Drives in honor of people under the age of 18 require parent/guardian permission. Drives in honor of a deceased person require the permission of the surviving spouse, parent, or individual in the position of Executor/Power of Attorney. All persons in a photo must execute a valid release.

7 Making it Meaningful This is a great opportunity for you to get creative and artistic Create custom posters and flyers What is the person’s story? What was/is this person like?

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12 The extra things count!

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15 Managing these “explosive” drives Be sure to book the drive on a day that can allow increased projection. Make sure your Operations team knows that this is a drive that can grow very large. Be sure that the site can accommodate an increased projection. Communicate with your Chairperson to continually refine and update your projection as necessary. Provide continuous updates to your staffing, supply, and transportation coordinators. Provide a list of other upcoming drives in the community and include the “group number” for the special needs drive > re- direct donors if waits get too long. Make sure that the drive Chairperson and volunteers understand what your maximum capacity for that drive is. Consider making it a 2-day drive.

16 Add-ons? Bone Marrow Registration Organ Donor Registration Locks for Love

17 Aren’t these drives all just ‘one-shot’ wonders?

18 Working with the Media

19 What does our data show? The data includes:  Drives that were booked as a “special needs” In honor of a particular patient In memory of a particular person  Existing drives/donor groups which “dedicated” a particular drive, which then had a significant increase over prior drive results Only the incremental units are counted

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26 Conclusions “Dedicated” blood drives present HUGE potential and should be regarded as a market segment to be developed. Donor group and community support is inherent in these drives. Use of local media, creative talent, and first-rate customer service fosters the development of a community “mind-set” about hosting blood drives to show support for individuals and their families. You can ask your existing donor groups if there is someone to whom they would like to dedicate their next drive. These drives tend to have bigger results than ordinary drives which makes them more cost-effective to run. These drives can be some of your most professionally and personally rewarding blood drives.