Use Role Playing – Application of this technique, in training and daily employee coaching, improves job performance.
DATABASE QUALITY IMPACTS RECRUITMENT SUCCESS
The first step is to cleanse your data. The United States Postal Service estimates that 40 million Americans relocate each year.
Your lapsed donor file is likely to contain data on individuals who have not been active donors for over 10 years.
Attempting telephone or direct mail contact utilizing a database that has not been purified is destined for failure. As much as 50% of the addresses and/or telephone numbers you have are likely to be incorrect.
People who are no longer active donors frequently have moved without filing a forwarding address. The United States Postal Service has a system in place called “National Change of Address”; it is licensed for use by numerous companies. A little time on the Internet will provide you with many options for the updating of addresses in your database. Once addresses have been updated, you need to append telephone numbers if you plan on making calls to reactivate these donors. It is critical to select a company that can process both address and telephone number changes in your database.
THE IMPORTANCE OF DATA ANALYSIS
The next step is segmenting your data. This allows a number of factors to be utilized for an accurate evaluation of cost per draw. These factors include the number of years since last donation; the specific appeal that had been utilized including any special offers; the site at which the blood donation was done; the blood type donated; and the number of total donations. There may be additional variables that you want to measure in relation to your specific situation.
Inevitably, you will find, the length of time that passes during which a person does not donate will impact the reactivation cost. For example, there is a significant difference between reactivating a person who has not donated for 10 years and one who has not donated for three.
UNDERSTANDING YOUR TARGET AUDIENCE
You may discover trends that you were not previously aware of by analyzing historic donor show data. For example, certain fixed or mobile sites could be more cost effective than others in relation to reactivating donors. Thoroughly evaluating such data will allow you to control the cost of reactivation. Depending on the cost per draw you can afford, testing individual segments will allow you to quickly deactivate those that are not meeting your budgetary limitations.
MAXIMIZING APPEAL RESPONSE
Testing different appeals plays a critical role in conducting a successful donor reactivation program. This allows you to identify a message that motivates people to once again become active donors.
Application of different recruiting methods to successfully attract the group you have targeted is another key consideration. The formula to attract a current donor is different than what is required to reactivate a lapsed donor.
Dealing with an active donor is simple. Thanks for your last donation; we still need your help; we have appointments available on this day or that day. Current donors require little or no education to schedule a new appointment. An occasional tee shirt or other minimal incentive may increase their frequency of giving. For the most part, though, they understand the need and are willing to help.
Lapsed donors on the other hand have, for one reason or another, decided to say no to you several times in the past. There are many situations that could have led them to stop donating blood. A person may discover they are afraid of needles; they may have had a bad experience with a phlebotomist; or they say they are “just too busy”. It’s the “just too busy” group that is most likely to be reactivated. Frequently, what this group is actually saying is “giving blood is not a high priority for me”. These individuals need educated on the true need for blood.
As we all know, donors give not only out of altruism, but because it is convenient. Often times, fixed site locations are not convenient for donors to visit. It is vital that every effort is made to fully utilize your scheduling tool. The best way to do this is allowing your telerecruiters to schedule for both fixed and mobile sites.
PLAN FOR SUCCESS
If you are not hitting you goals for blood donation, lapsed donor reactivation needs to be an integral part of your recruitment strategy.
Plan a minimum of two campaigns per year. Utilize as much information as possible from current calls to increase your chance of reactivating lapsed donors the first time you contact them. One way to achieve this is to capture the primary reason current donors are saying no. This will allow you to create an additional “reason for no” segment the next time you conduct a campaign to reactivate lapsed donors. Utilizing this data will enable you to craft an appeal that most effectively addresses the major reasons that are causing you to get a negative response.
IN CONCLUSION
The following considerations are essential in planning and executing a successful campaign to reactivate lapsed donors.