1. Building Lasting Donor Relationships Through Automation
Donor Conversion
Building Lasting Donor Relationships Through Automation
Donor Conversion Slide Presentation
Slide 1: Update to include Blood Center Name
Slide 2
Slide 3: Role Play is a mandatory requirement for donor conversion training programs – requires minutes
Slide 4: Know your audience – see notes on slide
Slide 5: customize if possible
Slide 6: Know your audience – applies to slide 4 as well
Slide 7: Automated Collections, A Standard Practice
Slide 8: May add comments on glut of blood issues and impact of weather systems
Slide 9 – 11: Donors love information on their ABO types - help staff understand how to convey this uniqueness to donors when they present to donate blood
Slide 12: Customize for customer market. Go online and find the population for a community or service area.
Slide 13 – 15: Know your benefits – required for staff to make the “ASK”
Slide 16: All audiences
Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules.
Slide 20 - triage comments for red cell plasma protocol
Slide 21 – 23: Always use these slides
Slide 23: Customize to customer’s market. See slide 13 comments above
Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.
Slide 29 – 30: Give examples – make it personal
Slide 31: Make this relevant to current day.
Slide 32 – 44: Tell the story of John – paint a picture of this donor. These slides are all about putting yourself in the donor’s shoes.
Slide 45 – 47: Customize to the blood center. If there is no process in place for rescheduling of automated donors then speak to how asking the donor to reschedule online or to come and donate this way the next time is appropriate.
Slide 48: Help staff see how they can mentor and encourage their drive coordinators to support the automated program. Drive coordinators want to help – educate them.
Slide 49: Optional for collection and recruitment staff
Slide 50: It is all about you! Speak to the importance of believing in what you do when you educate donors on automated collections.
Slide 51: 45 minutes needs to be allowed for this portion. Use the support tools on role playing scenario’s to assist you. Solicit support from the blood center management staff if conducting large group trainings. Break into teams and role play numerous objections and approaches.
Slide 52: Close out.
This training material is a template which Blood centers can use to help draft their training material.
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2. Here are a few reasons
for Donor Conversion
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3. Today’s Topics Trends in blood banking Benefits of automation
Roles and Responsibilities in automation
Three Steps to Donor Conversion
A donor’s experience
Role Play
Questions?
Slide 3: Added role play to agenda. Note: Role Play is a mandatory requirement for donor conversion training programs

4. Getting It Out On The Table Express Yourself!
Hat
Recruitment is not a function of collections.
I can’t sell!
I won’t be good at this, why should I even try?
Donors won’t want to do this.
I don’t have time to do this!
Slide 4: Know your audience. Collection staff do like to be considered recruiters. Though all staff are responsible for recruitment, the conflict between recruitment and collection roles gets in the way. For collection staff programs – I focus on “How they feel about Donor Conversion”. Some staff think of conversion as “selling” something to a donor – not education of the donor.
What Are Your Concerns?

5. The Importance of Donor Conversion to a blood recipient
Jennifer was only 9 years-old when she was diagnosed with leukemia.
Doctors said she would need a bone marrow transplant to ultimately cure her disease; however she relied on blood transfusions to keep her healthy while waiting for a matching donor.
Jennifer is doing well today after receiving her transplant, but she will never forget the generosity of the many blood donors who made it possible for her to pursue her dreams
Slide 5: customize if possible – use personal stories if you have them

6. Getting It Out On The Table Your View Of Donor Recruitment
What is your biggest strength in recruitment?
What is your biggest weakness in recruitment?
Do you have defined goals & objectives for your recruitment & conversion program?
Capture strengths and weaknesses on flip chart
Know your audience – primary audience is recruitment personnel. If using this slide for collection staff – substitute the term “donor conversion” for recruitment.

7. Trends in Blood Banking – The Reality
Inventory Management
Increased need for components, especially type O RBC
People live longer
Undergo more surgeries
Seasonal shortages
Shrinking donor base
Fast paced society
Trend to triage donors based on ABO type to specific collection opportunity
Blood safety - Need for high-quality transfusable products
Rising costs - containment increasingly important
Tougher regulatory controls – for maximum safety
Slide 8: May add comments on glut of blood issues and impact of weather systems. The objective here is to make it relevant to their market drivers at the current time.

8. What is Blood? Red Cells Carries Oxygen Platelets Stop Bleeding Plasma
Fluid Portion of Blood
Contain Platelet Activators
White Cells
Fight Infection
Slide 9 – 11: Many blood centers provide little education on blood components. This information helps them understand why we need certain products from certain donors.

9. What Do Patients Need?
A large amount of Transfusions in the Hospital are Red Cells
Red Cells
Trauma and Surgery
Plasma
Surgery / Burn Victims
Platelets
Surgery and Cancer Patients
Slide 9 – 11: Provided to illustrate that we do not need to collect products that patients do not need. The most commonly transfused blood product in a red cell.

10. Blood Type Compatibility
Your Blood Type
You Can Give To
% Able to Receive. O+
O+, A+, B+ & AB+
84% O-
All Types
100% B+
B+ and AB+
12% B-
B+, B-, AB+ & AB-
15% A+
A+ & AB+
37% A-
A-, A+, AB- & AB+
44%
AB+ 3%
AB-
AB- & AB+ 4%
Slide 9 – 11: Donors love information on their ABO types - help staff understand how to convey this uniqueness to donors when they present to donate blood. Tie this information on ABO types and compatibility to the ABO types the blood center targets for their automated collection program.
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11. We need to make the most of each donor visit!
Blood Donor Math
Canton has a population of about 70,000
5% of the population will donate blood
Resulting in 3500 Donors
Of the 3500 donors 7% are Blood Type O-
Therefore 245 donors are meeting the emergency universal- type transfusion needs of 3,500 people
We need to make the most of each donor visit!
Slide 12: Customize for customer market. Go online and find the population for a community or service area.
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12. Automated Collections Patient & Hospital Benefits
Reduced donor exposure to patients
Consistent, high-quality dose*
Reduced citrate**
Fewer products for the hospital to track & test
Slide 13 – 15: Know your benefits – required for staff to make the “ASK”
*Sweeney. Transfusion & Apheresis Science 34 (2006)
**Smith, Gilcher. Transfusion & Apheresis Science 34 (2006)

13. Automated Collections Blood Donor Benefits
Life saving impact with their donation
Smaller Needle
Convenience
Slide 13 – 15: Know your benefits – required for staff to make the “ASK”

14. Automated Collections YOUR Benefits
Reduces Shortages
Helps Inventory Management
Produces High Quality Components
Reduces testing costs
Enhances Donor Management
100% Automated Collection & Processing
Fewer processing steps & related procedures, validation, training & QA
Slide 13 – 15: Know your benefits – required for staff to make the “ASK”
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15. General Roles and Responsibilities in Automation Programs
Organizational Team
Roles / Responsibilities
Management Team
Develop patient demand driven goals.
Provide staff and equipment required to achieve goals.
Develop a ‘Collection Plan’ based on blood inventory levels.
Recruitment Team
Remove all barriers to Donor Conversion at time of donation.
Inform and empower Blood Drive Coordinators.
Unlock sites to automation.
Collections Team
Primary ownership of Donor Conversion.
Value the uniqueness of every blood donor and their blood donation.
Slide 16: All audiences. Basic roles and responsibilities to achieve a successful and healthy automated collection program.
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16. The Collection Plan
Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules.

17. The Collection Plan - Overview
Purpose: To hardwire a clear collection strategy by blood type for all blood center staff based upon available inventory.
Objective: To align all donation procedures and products collected with current patient needs. Enabling our blood donors to touch the most lives possible.
Benefits:
Every blood center staff member using the same playbook.
Eliminates “Conversion Confusion“ within collection teams. Single unchanging message becomes “follow the Collection Plan“.
Can be used as a Donor Conversion tool in conversations with blood donors.
Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules. 17

18. The Collection Plan - Example
Slide 17 – 19 Use only if the collection plan is known to you. This includes guidance on how inventory needs on a daily basis are managed, RTM targeted triage processes and device deployment rules.
Add triage comments for red cell plasma protocol if used by the blood center
Elements:
Published regularly (Daily/Weekly)
Pre-defined rules that drive Donor Conversion directives based upon inventory levels
# of day’s supply available by Blood Type
Prioritized donation procedure directive by Blood Type.
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19. Connecting with a Donor Conversion in Three Simple Steps
Audience: Management, Recruitment, Collections
Conversion in Three Simple Steps
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20. Three steps to Conversion
Educate and Motivate
Choose benefits to discuss with donor
Ask!
Slide 21 – 23: Always use these slides

21. Step One: Educate & Motivate Your Donors
Make the donor feel welcome and special
Be sure to use eye contact
Try to refer to them by their name
A smile is worth a thousand words!
Be enthusiastic about your role
It’s contagious!
Educate the donor on their blood type
Their blood type makes them special
Be specific and link their donation
type to the patient’s need!
Slide 21 – 23: Always use these slides

22. Educate your Donors on Their Special Blood Types
In an average community of 100,000 people…
38% are O+ = 38,000 people who have O+ blood 3% of these people actually give blood = 1,140 O+ donors 7% are O- = 7,000 people who have O- blood 3% of these people actually give blood = 210 O- donors 2% are B- = 2,000 people who have B- blood 3% of these people actually give blood = 60 B- donors 6% are A- = 6,000 people who have A- blood 3% of these people actually give blood = 180 A- donors
Slide 21 – 23: Always use these slides
Slide 23: Customize to customer’s market. See slide 13 comments above

23. Step Two: Pick Your Benefits for Automated Red Cell Donations
Donate 2 Transfusable Red Cell Products
Make the most impact for your blood type
Smaller Needle
Convenience
Fewer trips to the blood center
Fewer telemarketing calls
Less paperwork
Saves you time in the long run
Fluid Replacement
Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

24. Step Two: Pick Your Benefits for Automated Platelet Donations
Fluid Replacement
Convenience
Give in 1 donation the same amount as 6 to 10 whole blood donations
Slide 24 – 28: Always use. Give real world examples – demonstrate talking points to donors to indicate how the conversation would develop.

25. Step Two: Pick Your Benefits and Respond Appropriately
Pin-point any key issues the donor may have
Watch for body language
Listen to your donor
Respond to any issues raised by the donor
Talk about a benefit for the issue
Stay optimistic and friendly
Don’t oversell
Deal with only three objections
Watch for positive body language signs
Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

26. Step Three: Ask! You Are The Key To Donor Acceptance
The ‘Ask’ is the moment where the donor can feel the greatest value of the entire donation experience.
This conversation should take less than one minute.
Tie the education and benefits together to communicate exactly the needs of the patients.
Will everyone say yes?
Will someone say no and then change their mind?
Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.

27. Donor Acceptance Connecting every donor to the greatest need!
According to a recent study, participants indicated that “being asked” was a major motivator for selecting automation.
Two thirds of the respondents who had been asked to donate on an automated system had done so.
Over 90 percent of donors who donated via automation, and completed the survey, expected to donate via automation again next time!*
Slide 24 – 28: Always use. Give real world examples – demonstrate how it should be done where appropriate.
*America’s Blood Centers survey, April 2006

28. The Don’ts of Donor Conversion
Some things to avoid during your conversations…
Don’t respond to concerns with a negative phrase
Don’t oversell
Don’t begin with the procedural explanation
Don’t mention the word machine
Don’t bring up issues not raised by the donor
Slide 29 – 30: Give examples – make it personal – talk about funny things you have heard or seen.

29. Suggested Words NOT to Say
Stay away from statements that may be impersonal, clinical or provoke a hesitancy in the new automated blood donor:
Apheresis
Procedure
Machine
“Double Donation”
“the Haemonetics”
The 8150
The MCS+
Slide 29 – 30: Give examples – make it personal

30. High School Mobile Drives: 2RBC or Not 2RBC?
52,000 RBC’s collected…46% by automation*
Administered survey to 800+ donors*
72% first-time donors
94% rated experience as good or excellent
99% stated they would donate again via automation
Slide 31: Make this relevant to current day.
(*AABB, 2006…Fry, et al – UBS)