2012 SUMMER ISSUE
ADRP Focuses on Expanding Its Global Membership Inside this Issue: Joint ISBT/ADRP Donor Recruitment Workshop Page 4-7 World Blood Donor Day Page 8-9 International Donor Recruitment Professionals Day Page 10 ADRPâ€™s New 2012-2013 President Carol Mitchell Page 20-22 2012 Award Winners Page 23-31 Summer Buzz Page 32-33
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WEBINAR: Hot Topics on the Frontline of Recruitment Panel Discussion
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WEBINAR: Customer Service for Frontline Staff
Presented by Geri Venable, Community Blood Center of Greater Kansas City
To provide education, development and resources for the donor recruitment professional. EXECUTIVE BOARD 2012 - 2013
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President Carol Mitchell National Sales Manager, Canadian Blood Services firstname.lastname@example.org
Immediate Past President David Graham
Vice President, Donor & Hospital Services Community Blood Center, Kansas City email@example.com
President-Elect Darrin Greenlee
CEO, Arizona Blood Services Region American Red Cross firstname.lastname@example.org
Treasurer Charles Moore
Director, Recruitment Call Centers American Red Cross, Carolinas Blood Services Region email@example.com
Vice President Todd Abner
Vice President of Donor Recruitment, Oklahoma Blood Institute firstname.lastname@example.org
Vice President Carla Peterson
District Director of Donor Services United Blood Services email@example.com
Secretary Shari Miller
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Vice President of Recruitment Services South Texas Blood and Tissue Center firstname.lastname@example.org
Executive Director Deb Swift email@example.com Phone: 512.658.9414
Joint ISBT/ADRP Donor Recruitment Workshop Exceeds Expectations 78 Individuals from More than 20 Countries Express Interest in Joining ADRP
At one point, more than 200 individuals packed the room of the preconference workshop on Donor Recruitment, jointly hosted by the International Society of Blood Transfusion (ISBT) and ADRP at the recently held ISBT Congress in Cancun, Mexico. “Diane de Coning and I were thrilled with the turn out,” said Sylvie Daigneault, chairman of the ADRP Global Programs Committee and marketing and international affairs director for Héma-Québec. The joint workshop had been a vision of de Coning, chairman of the ISBT Working Party on Donors and Donation and Daigneault for several years. Since 2007, de Coning has been lobbying for more in-depth education on recruitment at an ISBT Congress. This year the board agreed to the program, so Daigneault and de Coning worked with ISBT and ADRP board members to develop a strong program.
“The ADRP Board of Directors was honored to be part of this inaugural program. We definitely wanted to showcase the association as the resource on education and information regarding recruitment,” said 2012-13 ADRP President Carol Mitchell, national sales manager for Canadian Blood Services. “We were so fortunate that so many board members were willing to provide their expertise to the program.” De Coning said the ISBT board was pleased with the turnout to the workshop and has discussed including a similar program during its 24th Regional Congress set for December 2013, in Kuala Lumpur, Malaysia. The Cancun program was divided into three main segments: Understanding Your Current and Prospective Donor Base; New Marketing Methods to Attract Donors; and Best Practices by Blood Centers.
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Understanding Your Current and Prospective Donor Base Marcela Garcia Gutierrez, consultora servicos de sangre y seguridad transfusion from Bogota, Colombia, started off the “Understanding Your Current and Prospective Donor Base” section describing the difficulties in recruiting throughout South America, where they are working to increase voluntary donation. She was followed by Diane de Coning, who works as a blood donor management consultant for AABB in Africa. De Coning gave an overview of successes and challenges of moving from family replacement to voluntary non-renumerated blood donation. Todd Abner, vice president of donor recruitment and public relations for Oklahoma Blood Institute, presented on donor center versus mobile recruitment strategies and touched on market segmentation for optimal penetration rates. Abner also spent time describing the ideal mobile recruiter, as well as contact center staff characteristics. Jim Tinker, division director of donor recruitment and community relations for
Hoxworth Blood Center explained new recruitment tactics that his center is using to target donors aged 22 to 39, as well as donors aged 35 to 55. He stressed the need to: • Pursue new accounts and cultivate, particularly: o Business accounts; o Faith-based accounts; o Hospital accounts; and o Don’t forget faculty, staff and graduate students at college drives. • Develop an advertising message, choose appropriate outlets to reach audience and stay consistent. • Nurture relationships in social networks. The session ended with a presentation by Shari Miller, vice president of recruitment services for South Texas Blood and Tissue Center, who provided insights on
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how to do cost analysis on mobile accounts. Miller created a Cost Optimization Task Force to focus on improving recruitment and collections. The task force was made up of collections and recruitment management staff who met bi-weekly to review key measurements, outline upcoming drives and discuss the outstanding drives that had already taken place.
New Marketing Methods to Attract Donors Daigneault opened the afternoon session by addressing how Héma-Québec has researched its current approach to marketing and developed two unique approaches to promoting blood donation. The first donor acquisition campaign’s theme was based on “Save the World,” and combined web campaign marketing and public relations. The second, a donor acquisition and retention campaign focused on “What Was Your First Time Like?” It focused on: • Reaching out to young adults (18-29 years old); • Increasing awareness for need; • Overcoming fears and obstacles. Cecila Tan from Singapore gave an in-depth discussion on the success of Club 25 in Singapore and how youth-lead efforts can successfully build future donors. Christine Hayes, vice president of operations for LifeServe Blood Center, explained how managing recruitment and collection strategies can help maximize automation capabilities for red cell collections. She noted that implementing strategies to drive alignment of activities resulted in better accountability and clarity. These steps included: • Managing mobile collection costs (calendar management) - Recruitment & Collections • Achieving right-type target mix Recruitment & Collections • Concentrating on mobile market penetration - Recruitment • Improving donor conversion practices Collections • Analyzing cost per unit tool – Recruitment & Collections Marc Germain, vice president of medical affairs for Héma-Québec, revealed how Héma-Québec is working to increase the return of lapsed donors.
Best Practices by Blood Centers Representatives for United Blood Services, Carla Peterson, district director of donor services, and Martin Gomez, donor recruitment manager, offered attendees strategies for achieving collection goals. They stressed the importance of donor recruitment staff and collections staff being held to standards, deadlines and know established goals: • Common goals create team ownership; • Meet with employees weekly to assess adherence to plan; • Employees should be asked to provide a written tactical plan when goals are not being met; • Teams should celebrate successes together! The final session of the day was a panel discussion facilitated by Carol Mitchell on best practices. Panelists included 2011-12 ADRP President David Graham, vice president of donor and hospital services for Community Blood Center of Kansas City, Garcia Gutierrez, and Tan.
Participants Sign up to Learn More About ADRP In an effort to broaden its membership to areas of the world it had not before penetrated, ADRP offered an introductory two-month trial membership to attendees of the session and for those who visited the ADRP booth in the ISBT exhibit hall. Mitchell revealed that 78 people from over 20 countries took advantage of this trial offer. Participants were also sent an email thank-you for attending the session and invited to take a survey on the Saturday session, in an effort to help improve future ISBT education collaborations.
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ADRP Helps Facilitate Tour of New York Blood Center Members of the Indian Society of Blood Transfusion & Immunohaematology (ISBTI) approached ADRP at the International Society of Blood Transfusion (ISBT) Congress in Cancun to consider partnering on education efforts. ISBTI seeks to move to 100 percent voluntary blood donations within India. While discussions continue on how ADRP might be able to assist in educating ISBTI members on recruitment techniques, Deb Swift helped to facilitate a tour of New York Blood Center’s facilities during ISBTI’s return trip home through New York City. Thanks to the help of Marie Forrestal, Dr. Yudhbir Singh, ISBTI national president, and Sanjay Gupta, ISBTI chief operating officer, were able to spend Wednesday, July 18, touring the blood center. Joe Ferrara, account manager for New York Blood Center, met Dr. Singh and Gupta at the Long Island City facility. Ferrar took them on a tour and introduced them to Andrea Cefarelli, executive director of donor recruitment, and Harvey Schaffler, who spent time discussing recruitment strategies.
World Blood Donor Day Celebrations in Seoul, South Korea, June 14, 2012
By Peter Carolan
Seoul, South Korea, was the host city for the major media event of this year’s World Blood Donor Day (WBDD) celebrations held June 14, and which extended into the dark of the evening with the capital city being “painted” red. Two of the city’s main bridges and the huge CJ Seoul Tower were bathed in brilliant red lights in a dramatic and symbolic conclusion to this special time dedicated to voluntary, unpaid blood donors. Seoul’s celebrations actually began many months earlier with the Prime Minister’s personal reflections on the gift of blood being posted on his own Facebook page, and furthermore, when His Excellency, Kim Hwangsik, hosted the official WBDD Dinner at his Prime Minister’s residence and reminded his guests that, “voluntary blood donation is a unique act of love itself.” Earlier in the day, at the packed Seoul Plaza Hotel Grand Ballroom, Korean Red Cross president, Jung-Keun Yu, paid tribute to the tireless dedication of blood donors, not just in Korea, but the world over. “You are genuine heroes of society sharing your lives by giving blood,” said Yu. Blood experts from around the world joined with local Red Cross employees and volunteers, as well as technical staff involved in blood service delivery, at a scientific symposium in the venue to focus discussions on self-sufficiency with blood and blood products, based on voluntary unpaid blood donation. Page 8 / the Drop - ADRP’s Quarterly Newsletter Summer 2012
This year’s WBDD celebrations reflected the melding of health care into social responsibility. Individual blood donors were awarded certificates of recognition and representatives from the corporate, public and private sector were also singled out for special acknowledgements. One of the keynote speakers, Martin Faller, head of regional delegation for the International Federation of Red Cross and Red Crescent Societies explained, “In our celebration of WBDD, where we acknowledge in 2012 ‘every blood donor is a hero,’ we have the perfect example of what can be achieved when public authorities partner with their own communities, partner with people themselves to bring about health improvements.” “The global community shares one common life-source: Blood,” he added, “and a common sense approach to the IFRC values of humanity, neutrality and impartiality can help the world over to ensure donated blood goes to patients who need it, regardless of race, creed or ability to pay.” He concluded by adding, “Congratulations then to all voluntary blood donors. You are the cornerstone of an integrated strategy for blood safety, the lifeblood of a community. Your blood donation is an altruistic gift and not a marketable commodity. This places you in a unique position, demanding special respect and care, and at the same time, places a heavy responsibility on all involved in the blood service delivery process.” Finally, it was left to one voluntary blood donor at the end of the day to say thank you to the Prime Minister for the special WBDD dinner, and in doing so he modestly noted that he found it very hard to accept the gesture of blood donation being “heroic” in any way. He, too, believed it was an act of love. It was a touching conclusion to a WBDD which acknowledged the fact that, according to WHO data, around 92 million “acts of such love” are given each year by way of blood donations. The WHO expert pointed out, “the availability and safety of supply, the safety of both blood donors and recipients and the appropriate use of blood, plasma and cellular blood donations is and must remain a public affair.” These sentiments have been expressed in various ways on the June 14, each year since the inaugural WBDD in Johannesburg, South Africa in 2004. The International Society of Blood Transfusion, the International Federation of Blood Donor Organizations, the International Federation of Red Cross and Red Crescent Societies, and the World Health Organization have worked together to guide WBDD towards its 10th birthday, which will be celebrated in Paris, France, June 14, 2013. The special day has always been marked with rich symbolism, creating a sense of solidarity amongst blood donors the world over. But perhaps WBDD 2012 could be seen as a milestone in terms of its symbolic overtones: At the same time celebrations were happening in Seoul, over the border in Pyongyang, North Korea, WBDD was also being celebrated, in keeping with a more recent annual tradition established there in 2007. Details of North Korea’s WBDD celebrations can be found on YouTube. the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 9
Celebrate International Donor Recruitment Professionals Day September 19 To increase national and global appreciation of the recruiters who encourage people to donate, the Association of Donor Recruitment Professionals (ADRP) is encouraging their respective members to celebrate International Donor Recruitment Professionals Day on September 19. “International Donor Recruitment Professionals Day is designed to acknowledge and celebrate the critical role blood donor recruiters play in helping to ensure safe blood is available to patients in need,” said Carol Mitchell, ADRP 2012-13 President and National Sales Manager for Canadian Blood Services. “By creating awareness about the need for blood, educating and inspiring potential donors, and scheduling blood donation opportunities, blood donor recruiters play a vital and significant role in the practice of transfusion medicine,” added Mitchell. In order to recognize their passionate commitment to Recruiter dication to life and their desire to serve others, the ADRP promotes commitment and de is recognized for the to ensure a safe rs no do od blo ing ng, and inspir need. September 19 as an annual day of recognition to honor these in nts recruiting, educati tie pa for supply and adequate blood dedicated individuals. To help promote this event, ADRP has developed material Center MENT that member blood centers can use to publicize the day and DONOR RECRUIT INTERNATIONAL DAY S AL ION ESS OF PR any events in their state or community. These materials can be downloaded from the ADRP website and include a press release, proclamation, and certificate template. In addition, ADRP encourages members to nominate recruiters for the ADRP Recruiter of the Year Award. The Donor Recruiter of the Year Award was established in 1982 to recognize an outstanding donor recruiter in the blood banking industry. The Board of Directors chose to add to the growth and professionalism of the ADRP by recognizing the donor recruiter, the heart of the organization. The first Donor Recruiter Award was presented at the 1983 conference. The recruiter selected for this award receives a complimentary registration to the 2013 ADRP Conference in Scottsdale, Ariz. two nights free lodging and a commemorative award. More details about the ADRP Recruiter of the Year are posted on the ARDP web site at www.adrp.org/news-events-media/recognizing-recruitment/.
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ree F l l o T Call 4 8 9 9 6 800-77
And the winner isâ€Ś In a race that came down to the wire, Apheresis Nation beat Better Separated in the 2012 Donor Recruitment Campaign runoff election held at the ADRP Annual Meeting, May 16-18 in St. Louis. Voters at the polls were asked the question, â€œWhich campaign do you think would bring more donors in to your center?â€? Those attending the meeting examined both campaigns and a solid 57 percent said that Apheresis Nation communicated a strong and compelling message that would capture the attention of their target donors (males, ages 1835) and bring them in, not only to donate blood, but to learn more about apheresis donation. The next steps for the campaign are to evaluate the feedback from the exit polls and to modify the campaign to be more inclusive to women and older donors. New campaign elements will be provided to blood centers to test within their facilities in late August. On August 22, ADRP conducted a webinar for those interested in learning more about the campaign. If you would like more information about this campaign, please send your contact information to DonorAwareness@adrp.org. Learn more at http://www.adrp.org/promotingdonor-events/donor-awareness-campaign
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2011-12 was a productive year by: David Graham, Immediate Past President In 2011/12, the board and committees remained focused on the strategic plan that was developed several years ago. Many of you may be familiar with our strategic plan goals, but for those are not, they are as follows: 1. Increase Membership 2. Sustain the Organization 3. Broaden International Representation 4. Provide for Professional Development 5. Create Brand Identity/Image 6. Advocate in the Field of Donor Recruitment The challenge of a volunteer board, with a new president each year is maintaining focus. A strategic plan is a tremendous tool to help address this. Each board meeting is organized around these goals and every committee report is focused on them.
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1. Increase Membership Under the goal of increasing membership are several sub-goals including: • Develop marketing campaigns and membership drives • Increase the value of membership • Engage blood center executives. Achievements in this area include an increasing number of corporate level memberships that provide for all or the majority of donor recruiters to maintain their membership in ADRP year-to-year, rather than the revolving door of individual memberships based on who was attending the conference that year, which occurred in the past. To grow membership we knew we had to increase the value of membership beyond the annual conference. Over the past few years, this was done by improving the content and increasing the number of webinars offered on a regular basis to members. We also enhanced the Members Only section of the ADRP website to be a “go-to” resource for recruiters. I believe we have demonstrated success in this area as a recent survey of ADRP members shows that: • 95 percent of members are “satisfied” or “very satisfied” with ADRP membership • 89 percent of members see membership as a good value for the money • 84 percent of members state that ADRP membership helps them do their job better
While these numbers are good, we are not stopping. We know we can do better and the survey has given us valuable feedback on what our members both need and want. We have incredible potential to increase international, specifically non-North American, membership as we have been successfully increasing awareness of our organization, the only organization focused on the recruitment and retention of blood donors in the world. We have also reached out to our colleagues in collections to join ADRP. We know the important role they play in delivering a great donor experience and retaining donors and by working together we can achieve greater success.
2. Sustain the Organization Many of the strategic goals overlap and impact each other. For example, the strategic goal of sustaining the organization is primarily financially focused, but increasing membership impacts the organization financially, as well. Many ADRP initiatives are tackled by individuals in multiple committees working in tandem.
Don’t get the wrong idea – this is not an organization swimming in money, nor is that our intent. Much more work must be done to get us to what you may consider a “comfortable” position, but we are happy to have made significant progress so far.
3. Broaden International Representation Approximately two years ago, the board made the decision to dramatically change the way we planned the annual conference. As you can probably imagine, the conference is a significant source of income. In the past, the conference was sponsored by a blood center that helped plan the opening session and the host city events. These blood centers generously contributed a significant amount of money that helped cover the cost of the conference. The challenge, however, is there are few blood centers in a position to offer this level of contribution. Additionally, it limited the locations of the conference to bigger, often more costly locations - costly for ADRP to hold the conference and costly for members to travel and stay at these conferences. This process also limited the number of sponsorships we could seek. Two years ago, following the Seattle conference, the board decided to change this policy. Subsequently, ADRP would decide on the location of the conference based on ease and cost of travel for our members, as well as cost to hold the conference. While it is always scary to move from the known to the unknown, we have been pleased with the results. We have been able to reduce our expenses as cities and hotels now compete for our conference, and we have been able to raise more money from multiple sponsors. The result is that in 2011-2012, for the first time in several years, we never had to dip into our savings to meet expenses. Our revenues are sustaining the organization with a little left over.
Earlier I mentioned the opportunities outside of North America, and that takes us to the strategic goal of broadening international representation. While it makes sense financially to increase international membership, it also makes sense from a member value perspective. Much like a diverse blood supply is a strength for the community, a diverse membership is a strength for ADRP. I am unaware of any blood center or country that has donor recruitment completely figured out on its own. The opportunity to interact, share ideas and learn from others around the world is one of the great advantages of ADRP. I also mentioned earlier that ADRP is the only organization solely focused on blood donor recruitment. Because of that, and because of the work our Global Programs Committee has done, ADRP has been asked to hold a one day workshop on donor recruitment at the 32nd International Congress of ISBT on July 8, in Cancun, Mexico. ISBT, the International Society of Blood Transfusion, is an international organization whose goal is to connect those involved in any aspect of blood transfusion. Being asked to hold this workshop is a true honor and a clear indication of the growing recognition of ADRP. It is also a great opportunity to increase our international membership.
4. Provide for Professional Development The next strategic goal, to provide for professional development, is the heart and soul of ADRP. It is there to ensure the members of ADRP and their organizations see the value of membership. We all want to grow professionally; we all want to be better at our jobs; and ADRP provides you with that opportunity. The annual conference is an obvious opportunity for professional growth, but in addition to that, ADRP is offering a certification program and the Accreditation Council continues to make great progress. And whether you chose to go the certification route or not, the webinars offered for ADRP members throughout the year are a great way to increase your knowledge outside of the conference. Webinar topics have included: • “Tips for Cold Calling” and “Coaching during Challenging Times,” both by Chris Sopa • “Patient-Specific Blood Drives,” by New York Blood Center • “Evaluating Your Social Media Efforts,” by Incept • “IP-Targeted Advertising to Recruit Blood Donors Online,” by Scottish Blood Transfusion Service • “The Highs and Lows of Social Media,” by New Zealand Blood Service • And many more…
and reached out to collections after hearing about the success of increasing cooperation between recruitment and collections at several blood centers.
5. Create Brand Identity/Image I hope you have taken advantage of the opportunity to participate in a webinar. I have on several occasions and I have always come away with new information and new ideas to use. Additionally, ADRP created the Mentor-Protégé program last year, to provide one-on-one development for new recruiters, with an outstanding first year. We know we are a unique organization and we also know all the great things ADRP does. But communicating that to others in the industry is the purpose of the next strategic goal, which is to create a brand identity or image. Like any organization, ADRP must be deliberate in its marketing of itself. There are many blood banking organizations but none that are solely focused on donor recruitment and retention. ADRP has taken advantage of this situation to uniquely position itself in the industry. We have sought and created strategic alliances with other likeminded groups, such as ISBT, for example. Our vendor partners see the unique value ADRP provides and have partnered with us to achieve our shared core mission of improving the world’s blood supply. This strategic goal also addresses how we communicate with our members. If we are not talking and, more importantly, listening to you, then we are not doing our jobs and we will not be successful. Much like we have to employ multiple strategies and means to communicate with our donors, ADRP uses multiple strategies to communicate with its members. Email, Facebook, LinkedIn and Twitter are all methods employed by ADRP to get the message out. But we need to hear from you, too. The opportunity to reply to blog postings and ask questions through the members-only section of the website are there for you to tell us what is going on at your center. What are your challenges? What are your successes? If you are not currently connected through these avenues, I strongly encourage you to do so, and let the communication flow. It was through this goal that we first saw the opportunity
6. Advocate in the Field of Donor Recruitment The last strategic goal, to advocate in the field of donor recruitment, has been our most challenging. It is dependent on the achievement of all the preceding goals. One of its sub-goals is to raise the profile of recruitment in our organizations, and I believe we are making progress in this area. I am pleased to announce a new way to raise awareness of recruitment at our organizations – International Donor Recruitment Professionals Day! We are all aware of Lab Week and Blood Collectors Week as ways to recognize the important work of individuals in these areas, but the board of directors thought it was time to also acknowledge and recognize the importance of donor recruiters and collestors with their own day. Therefore, we are establishing the third Wednesday of September as International Donor Recruitment Professionals Day! Look for more information regarding this date, the first one being September 19, 2012, as International Donor Recruitment Professionals Day! Another sub-goal for advocating in the field is to issue position statements on topics related to recruitment. At the AABB conference in San Diego last year I had the opportunity to convene an advisory group made up of senior executives from several blood banking organizations to address two issues that had been raised by several of our members. The first issue had to do with multiple organizations competing for blood drives, and the second regarded media appeals in markets served by multiple blood organizations.
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The advisory group had a lively discussion around these issues, providing ADRP’s executive director, Deb Swift, and myself with several pages of notes on each topic. This input was shared with the Executive Committee of the ADRP board who then drafted a position statement on each topic. The draft statement was then shared with the full board which further discussed, debated, revised and finally approved a position statement on each. I wanted to take the time to cover the process with you before I share the position statements because I want you to know it was not a process taken lightly, nor was it agreed upon by just one or two people. This was the first time ADRP had done this and it was important to set a precedent. The ADRP position statement regarding blood organizations competing for a blood drive account is as follows: The Association of Donor Recruitment Professionals (ADRP) encourages all blood services to support donors and donor groups through education and discourages the use of any incentive or reward for blood donors or donor groups that could potentially compromise the safety of the world’s blood supply. Such consideration is particularly important in an environment in which competition exists between two (2) or more blood services and in which the prospect of escalating reward programs is possible. And the ADRP position statement regarding the issuing of media appeals in markets served by multiple blood organizations is as follows: The Association of Donor Recruitment Professionals (ADRP) encourages any blood service issuing a media appeal for donors to communicate intentions of such appeal to any other blood service in the same media market. These position statements will be posted on the ADRP website and will be used in publications when appropriate. As you can see, it has been a busy year with much progress made towards our strategic goals. I would like to thank those of you who contribute through our committees and I encourage more of you to become active. Thank you again for allowing me to lead you as president of ADRP over the past year. It has been a wonderful experience and I look forward to seeing the great successes this organization will continue to achieve in the future. fciblood.com
firstname.lastname@example.org • email@example.com • firstname.lastname@example.org
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ADRP’s New 2012-2013 President Carol Mitchell Extending thanks is so important for a recruiter, and I would be remiss were I not to adequately express my gratitude to the many people involved in the success of ADRP as a whole, and of the conference in St. Louis, more specifically. On behalf of the incoming board, I would like to thank all of our members for their support. We are committed to continuing the pursuit of excellence for ADRP and for our members. It is also my pleasure to thank David Graham for his steady leadership, his good humor and his continued focus on the tasks at hand as our president during the past year. He has truly served this association well. To all conference and industry sponsors, to our session presenters, exhibitors, our conference chair Carla Peterson, her committee and volunteers, and to ADRP Executive Director Deb Swift and her team - thank you for all you have done to collectively produce such a wonderful conference; we are all so appreciative. To our outgoing and incoming board members who manage already hectic lives: You could have left the work of this association to someone else, but you did not, and for that, I am grateful. Thank you to the industry decision makers who have had the vision to support their recruiters and front line teams in what we know are tough financial times Thank you to our collection colleagues who joined us in St. Louis and are proactively looking to build relationships and improve alignment with recruitment. I am so excited for our future together and thrilled that you could be a part of this year’s conference.
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To Mark Donnison, Sue Blasutti, Mike Nichol, and Tony Steed at Canadian Blood Services, who have supported my commitment to this association, as well as to my colleagues from Canadian Blood Services who joined me at the conference - thank you for inspiring me to do better and be better every day. And perhaps most importantly of all, to you, our recruitment colleagues and fellow ADRP members - the professionals who build and maintain those key relationships that keep the system humming - we all know that your role can be challenging; that everyone who doesn’t recruit can tell you how to do it. Thank you for going to work each day thinking about the patients we serve and making it all happen! I wish each of you the inspiration and education that I have experienced through my involvement with ADRP. There is such an abundance of talent and commitment within this organization that you cannot help but be better for having been a part of it. Like many of you, I sort of fell into this career. Many of us did not grow up thinking, “I want to be a donor recruiter,” yet many of us have made a commitment to this career and have done so with a strong conviction. In the ‘90s, I entered this profession as a part-time recruiter working approximately 18.75 hours a week to build a youth recruitment strategy and program for my area. However, my background was in journalism and I had been a freelance writer and editor while at home with two kids. When my husband became very ill (he is fine now) I had an attack of “security anxiety,” thinking I needed a more stable income, so (and this is an illustration of my mental state at the time) I became a part-time recruiter! It was an almost accidental introduction to this industry, but I have never looked back. My new manager had the vision to hire me, and, months later, sent me to the ADRP conference to see what other recruiters and systems were doing with youth. I look back fondly and with tremendous gratitude to that manager, Tim Manley, who really put me on the path to this career and to seeing it as the profession it is. Tim had the vision to invest in a new recruiter; to support professional development as a means to a business objective, and we paid that investment back in spades by creating a school program that not only helped our region increase whole blood collections by 25,000 units in five years, but became a national program that is still used across the country today. And it all started at my first ADRP conference. So why am I telling you this story? It’s because we all need that vision: We all need to be focused on our overall corporate goals and objectives and we need to constantly be looking at everything we do to ensure we are in alignment with those goals. The work you all do at the front line - finding, developing, growing and maintaining those key relationships - is what makes all the other parts of the wheel, or supply chain, work. We must deliver that professionalism in all that we do.
We are the face of our organizations. We need to speak up and ensure that the recruitment perspective is elevated when decisions are pending. We represent our communities, our partners, our sponsors and our donors. And while safety and medical-scientific perspectives are paramount, we cannot ever lose sight of what recruitment knows through our analytics, or sees and hears through our strong network of relationships. The pace of change in this industry is head-spinning at times and it is essential that we are strategic in all that we do. There is a precision required in recruitment whether by blood type, gender or segment that is unprecedented. It is our job to refine that precision. It will be so much easier if we continue to share our successes and challenges with each other; to jointly and proactively address any emerging trends impacting recruitment. My wish for you, especially those of you newer to this profession, is to focus on your responsibilities yet never lose sight of the bigger picture. Remind yourself regularly (and reward yourself by doing so) of the countless recipients in this world who are knowingly or unknowingly counting on us to deliver what is needed, and do so in the most efficient way we can. At the conference, we mentioned the loss of two key members of the ADRP family: Rolf Kovenetsky and Marilyn Hughes. I can think of no better wish for each of our members than to live fulfilled personal lives like theirs, with loving family and friends, the respect of their colleagues in the industry and a commitment to the recruitment profession that was tremendously gratifying for each of them - we should all be so lucky! I hope you all have a wonderful year. I cannot wait to see what 2012-13 holds for this incredible organization, and I’m thrilled to be a part of it. And thank you again for all the wonderful work you do.
The Immediate Past President David Graham hands over the gavel to 2012-13 President Carol Mitchell.
the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 21
ADRP BOARD OF DIRECTORS 2012-13 Executive Committee
President Carol Mitchell
Immediate Past President David Graham
Canadian Blood Services National Sales Manager
Community Blood Center of Kansas Vice President of Donor and Hospital Services
President-Elect Darrin Greenlee
American Red Cross Arizona Blood Services Region Chief Executive Officer
American Red Cross Missouri-Illinois Blood Services Region Chief Executive Officer
Héma-Québec Director, Marketing and International Affairs
American Red Cross - Central Plains Blood Services Region Chief Executive Officer
United Blood Services - Gulf South Region Amanda Landers photoRegional Donor Recruitment Director
Virginia Blood Services Operations Director, Donor Services
American Red Cross Regional Manager, Recruitment Support
Treasurer Charles Moore
Secretary Shari Miller
Vice President Todd Abner
American Red Cross - Southeast Division Director, Recruitment Call Centers
South Texas Blood and Tissue Center Vice President of Recruitment Services
Oklahoma Blood Institute Vice President of Donor Recruitment
Vice President Carla Peterson
United Blood Services District Director of Donor Services
Rock River Valley Blood Center Director of Operations
New Jersey Blood Services, a division of New York Blood Center Director Donor Recruitment
LifeServe Blood Center Vice President, Communications
New Zealand Blood Service Marketing Manager
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Community Blood Center of the Ozarks Senior Director of Donor Recruitment and Information Technology
American Red Cross - Connecticut Blood Services Region CEO
Hoxworth Blood Center Division Director of Donor Recruitment and Community Relations
Donor Recruiter of the Year Dana Puterbaugh
Account Representative Community Blood Center
Dana Puterbaugh has worked with the Community Blood Center in Dayton, Ohio for more than 10 years, advancing to a full-time account representative and working with more than 65 sponsor groups on 130+ annual blood drives. She has spearheaded numerous special projects in her community to help achieve goals, including awareness programs and promotions at hospitals, fairs and festivals. Her strategic approach in creating donation cycles, connecting with the appropriate audience, and networking throughout her community have enabled her to consistently exceed goals with grace and tenacity.
Chairperson of the Year Linda Marshall
Southwest Baptist University and Community Blood Drives
Linda Marshallâ€™s philosophy is simple: Engage students with the message of making a difference for others. And the students at Southwest Baptist University in Bolivar, Mo., have responded with more than 500 rolling up their sleeves each year. Linda started her work more than 25 years ago and continues to be active at each of her many annual blood drives around the community, working the canteen area, serving food and personally thanking each donor for their contribution. Linda is on her second three-year term with the Community Blood Center of the Ozarks board of directors
Ron Franzmeier Lifetime Achievement Award Michael Nichol
Director of Donor Experience and Volunteer Services Canadian Blood Services
Michael Nichol has always been a staunch supporter of recruitment and an innovator in the industry. He brought his expertise and experience in every aspect of the industry to ADRP when he joined in 1988. He has led initiatives on a variety of issues over the years, including collections, apheresis, field operations, recruitment, customer service and the volunteer component. Michael served as ADRPâ€™s president in 2003/2004 and has spoken at numerous conferences around the globe. His imprint is everywhere and his network far-reaching. Michael has been and continues to be a supportive mentor to many, and no matter his role has always maintained a focus on donors. the Drop - ADRPâ€™s Quarterly Newsletter Summer 2012 / Page 23
Manager of the Year Gabe Kussman
Donor Outreach Director Customer Contact Center - United Blood Services
Gabe Kussman began working in donor recruitment at United Blood Services more than 12 years ago. In 2007, he moved to the newly-formed, system-wide Customer Contact Center and has since led his team of more than 130 to an annual red cell goal of more than 122,000 procedures and 12,000 platelet procedures. In 2010 all centers had seen an increase in donor rates, with one center seeing an increase in production of 38 percent, and all centers had met goal 12 months out of 12, except one which hit 11 of 12. Incredibly, all this was achieved more than $500,000 under budget.
In Memory of Rolf Kovenetsky by: David Graham As legendary football coach, Vince Lombardi said, “The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.” This quote easily translates to one of our past presidents and long-time leader, Rolf Kovenetsky, who passed away in September 2011. Rolf was truly all about commitment. He was committed to donor recruitment, committed to New York Blood Center and committed to the growth of ADRP. Ask nearly anyone who received an award or scholarship at the 2012 ADRP Conference in St. Louis, and you’ll find that he was a mentor to so many of us in this industry. When Rolf joined the world of donor recruitment, ADRP was just one year old, and he quickly joined in order to support and build the organization into the respected association it is today. Well before donor recruitment was considered a profession, Rolf was a driving force behind the organization. There have been few who have been more committed to the cause of the organization and the work of donor recruiters than Rolf. His commitment, his vision and his ability to think big contributed significantly to making ADRP the international voice of donor recruitment that it has become. Rolf supplied a steady and guiding force for this association. Even through the rough times, when finances were questionable and membership at a low point, Rolf’s vision for this organization never wavered. He continued to look for creative solutions by encouraging others and being a role model himself. Many individuals credit Rolf with helping to not only build ADRP membership within North
America, but also across the globe. Rolf continuously gave the best gift possible to ADRP: His time and his energy. He helped to lift our profession up to an entirely new level of respect, and he did it with style, straight talk, and great humor. The ADRP Awards Committee would like to honor Rolf’s memory and contributions to our organization by naming the ADRP Manager of the Year Award after him, effective for 2012-2013. Rolf was an advocate for educating recruiters on all issues. He loved to mentor his staff and ADRP members in order to help them grow professionally, and show them how to leverage relationships in truly long-lasting ways. We can think of no better way to honor his memory.
In Memory of Marilyn Hughes by: Christine Foran For many in our field, meeting Marilyn Hughes and her husband Bob was our first introduction into ADRP. And once you met her, you were hooked. ADRP was the group to be a part of and her commitment to this organization was contagious. She was Conference Chair - I became Conference Chair. She joined the board - I joined the board. She became Treasurer - I succeeded her as treasurer. She left the board - and then I missed my friend. I’d call her for insight and inspiration. I had the great pleasure of knowing her for many years and considered myself lucky to be her friend, hear her stories and bask in her knowledge. When asked, Bob once shared with a few of us how he was so happy - “Eat good food, drink some wine and marry the right woman.” He sure did!
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Ronald O. Gilcher, MD Award John Armitage, MD
President and CEO Oklahoma Blood Institute
Dr. John Armitage has long been an enthusiastic and generous supporter of donor recruitment in general and ADRP, in particular. He has always recognized that a safe and sufficient supply of blood is the foundation upon which all other aspects of a successful blood system are built. Over the years, through publishing, presenting and mentoring, John has contributed greatly to increasing the industry’s appreciation and understanding of recruitment issues. Always looking for opportunities to lend service, he routinely volunteers his time and resources to ADRP in an effort to further the education of donor recruiters. John also has been an advocate for blood donation in developing countries in Africa through his work with the Global Blood Fund (GBF) and Bloodlink Foundation.
Organization of the Year Bob Moore Auto Group
Submitted by: Oklahoma Blood Institute,
For the past 11 years, the Bob Moore Auto Group has partnered with the Oklahoma Blood Institute to help promote voluntary blood donation within dealership communities. In August of 2011, Bob Moore blood drives in Edmond, Norman, Oklahoma City and Tulsa, Okla., resulted in 906 donors, 204 of which were first-time donors. The Group also hosts “Lunch & Learns” to educate employees and others on the need for voluntary blood donation, as well as recruit new donors. The Bob Moore Auto Group embraces the importance of blood need and enthusiastically helps patients in the state of Oklahoma.
Media of the Year Asterisk Communications
Submitted by: LifeSouth Community Blood Centers, Inc.
Asterisk Communications operates three FM radio stations centered in Gainesville, Fla., a college town with three regional hospitals, a regional trauma center and a cancer center that draw patients from across the state. When University of Florida student population drops during summer and winter months, Asterisk takes the lead to help LifeSouth make sure blood is on the hospital shelves, utilizing hundreds of PSAs, promotional events and a public affairs program, Florida Forum. This media presence, worth more than $120,000, is provided to LifeSouth at no cost. LifeSouth attributes this effective partnership with Asterisk to the staff ’s full understanding of, and commitment to, the blood needs of North Central Florida. the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 25
Winning Essay Chapman Scholarship Recipient: Mansur Tukur,
Prevention and SBCC Advisor,Safe Blood for Africa Foundation, Nigeria Mansur Tukur began his career in the industry in 1998. He has worked on many initiatives in his home country of Nigeria designed to create awareness of blood shortages and the need for healthy blood with organizations such as USAID, FHI and the Global HIV/AIDS Initiative Nigeria.
I registered for ADRP membership to enhance my professional competencies and I want to attend the forthcoming conference to acquire more knowledge and learn from other people’s experiences to enable me to work better. Nigerian National blood requirements, based on population and current health development as calculated by W.H.O, is 1 percent of a country’s total population. This puts Nigeria’s annual blood needs at approximately 1.5 million blood units/annum. In 2010, the NBTS Zonal and State centers collected a total of 36,211 units of blood collectively. This shows a huge shortfall in meeting the nation’s blood needs through the WHO standardized best practices. Despite this gap, the NBTS has been able to offer assistance in the recent emergencies in the country by making safe blood units available to victims of recent bomb blasts at no charge. The culture of voluntary service in Nigeria is poor, and can be attributed to diverse cultural beliefs concerning blood donation. To improve awareness on the importance of safe blood transfusion practice, a robust mass media campaign to publicize NBTS activities, sensitize prospective donors and mobilize communities towards voluntary blood is crucial. This will serve to increase considerably the recruitment and retention of a pool of regular blood donors. As a young man born in Kano, northern Nigeria from a Hausa-Fulani background where blood donation behavior is the least in the country, I will use the exposure to duel on community blood donor mobilization in my region and the country at large based on my previous working experience, and my current position as national advisor, I can bring about change in Nigerian blood safety response. I started my career with local NGOs in 1998 as a peer educator, with WHO/NPI agency in 2004 as a central facilitator on immunization program, also worked with USAID/Community Participation for Action in the Social Sector COMPASS project from 2006 as John Hopkins University-Behaviour Change Communication consultant in Nigeria on a maternal and child
survival project where I had vast experience working with communities (Households, local and state levels) in the area of blood donor mobilization for the prevention of maternal and child death due to shortage of blood then with Family Health International (FHI) on Global HIV/AIDS Initiative Nigeria (GHAIN-Project) as strategic behaviour change communication officer (SBCCO) in two zones in Nigeria for the prevention of a transfusion transmissible infection. I Joined Safe blood for Africa foundation in 2009 and lead the integrated Club 25, HIV prevention and blood donor mobilization youth empowerment project for a year as Kaduna State coordinator where I provided leadership and management in the planning, strategy design, pre testing, implementation, formative research,monitoring and evaluation of the public health blood donor recruitment and management program in Nigeria, using strategic advocacy, Social Behaviour Change Communication (SBCC) ,Donor recruitment and blood donor management, community blood donor mobilization and disease prevention. Presently, I am providing an advisory role as the national prevention and social behaviour change communication advisor with Safe Blood for Africa Foundation in Nigeria. I developed competencies from on the job learning in 13 years on presentation skills, interpersonal communication skills, appreciable computer skills, advocacy skills, public speaking skills, negotiating skill, public relations, hard work, dedication and team work from working directly or indirectly as a consultant or as staff with local, state, national, private and international organizations like SBFAF, FHI, UNICEF, EU PRIME, WHO, COMPASS, USAID, CDC, MOH, NPHCDA and media organizations. If given the mandate, I will use what I learn from the conference to impact my community in the area of blood donor recruitment, mobilization and leadership. — Mansur Tukur
Winning Essay Hughes Scholarship When a job offer from the American Red Cross came my way, I jumped at the opportunity. The American Red Cross helped shape me into the person I am today. My first summer job was working as a lifeguard for my community, later I received my WIS (water safety instructor) and began teaching swimming lessons. I have always been a person who wants to give back and help others; I could not have chosen a better career. Living in a rural area where the economic times are tough I quickly began to realize the challenges we face everyday. One of my first task as a new recruiter was to find a holiday sponsor, three days before Christmas. I immediately thought of a local church. I called the pastor and scheduled a meeting, after our discussion of how we could help each other the church agreed to be our annual holiday sponsor. The church consists mostly of high school, college, and young couples. One of the recruitment strategies was to make this a family event. The church asked families to come and donate together to give the best gift: The gift of life. In this fast paced age of technology we have to be able to adapt quickly to changes or we may miss a few donors. Facebook quickly became a way to reach out to the younger generation. December 23, 2010 Crosspointe Church collected 86 units of blood. The family and Facebook approach to recruitment had worked. We had many first time donors walk
through the doors. Some high school students donating for the first time, some where parents of teenagers who wanted to donate. Little did we know the events of this blood drive would set the stage for what would happen the next year. A senior at Valdosta High School, James Eunice, donated for the first time along with his family. A month later James passed away while on a hunting trip. This past summer the Eunice family wanted to carry on James’ legacy by holding the annual James’ Eunice Legacy blood drive at Crosspointe Church, December 22, 2011. After meeting with the family and church we decided on a 300 goal blood drive. Because of the commitment of the church and family many people will receive the blood they need. Again, because of Facebook, we have received responses from people as far north as Virginia who want to donate on December 22 for James. Knowing I am working in a field where I am bettering someone else’s life daily is the reason why I could not see myself doing anything else. I could not imagine a more beneficial way to jump start my career then by attending the 2012 ADRP Conference. Attending the conference I hope to learn and gain perspectives form others in our profession in order to better myself as a donor recruiter. I am always looking for new and innovating techniques to polish my skills and abilities, what better way than at ADRP. — William Fricks
Recipient: William Fricks
Donor Recruitment Representative, American Red Cross Southern Region William has been working with the American Red Cross since September 2010. William’s creativity and maverick approach to donor recruitment has made him a force of change in his community, and his ability to add sponsors and drives during times that many representatives would fear has made him a point of admiration among his colleagues.
ADRP Scholarship Applications Each year ADRP scholarships are awarded to managers and recruiters who share their unique experience with blood donor programs and/or recruitment. Recipients are presented with an excellent opportunity to increase their expertise with complimentary registration to the Annual ADRP Conference, as well as two nights lodging in the host hotel. For more information visit www.adrp.org.
Winning Essay Presidential Scholarship Recipient: Leslie Eglitis,
Community Development Coordinator Canadian Blood Services Diagnosed with aplastic anemia at two years old, Leslie Eglitis learned about the necessity of blood donation early in life through the generous donations of others to help keep her alive. This experience led her to volunteer, and eventually pursue a professional career with Canadian Blood Services.
It is interesting how your childhood shapes your future. At the age of two I was diagnosed with aplastic anemia and due to bone marrow transplants still being in their infancy, I was kept alive by the blood donations of many generous individuals. When I decided to start volunteering 20 years later I felt the overwhelming need to give back to the organization that saved my life. I was soon greeting plasma donors and encouraging the public to find out their blood type at community “What’s Your Type?” events. I never anticipated that this would lead to a career with Canadian Blood Services. After a few months in my volunteer role I was encouraged to apply for a paid position with the organization in the volunteer department. I loved working alongside the volunteers and at the same time was intrigued by the work of the donor recruiters- educating the public and saving lives. They were such a passionate group, always looking for new ways to bring in new donors; Corporate challenges, Guns ‘n’ Hoses, and student BBQ’s. I jumped at the first position that opened up in donor recruitment even though it meant commuting an hour away. Throughout the next 12 years I expanded my knowledge of recruitment by working in fixed permanent locations, mobile clinics, and currently in the apheresis program. I have also been seconded twice into a management position for year-long terms and led a team of 10 recruiters
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with a whole blood collection target of 99,000. My most recent successes include increasing double platelet collections by 14 percent in one year, and increasing the collections from one of our key universities by 20 percent. This past year I was involved with the program design for our Student Bursary Program that was successfully launched nationally and encourages youth to recruit new blood donors. I continue to enjoy the ever changing field of donor recruitment and the challenge of bringing on new donors and fostering partnerships with corporate contacts to grow our donor base. The skills that I would gain from the ADRP conference will help me to excel in a leadership position so that I can continue to build on the strengths of our recruitment team and help build a stronger bond between Donor and Clinic Services. As a mentor and trainer to new recruiters, keeping current on the best practices of other blood centers is paramount. It is becoming more apparent that we must compete for the time and generosity of our donors and furthering my sales skills will allow me to keep our donors and sponsors supporting our organization. With my experience as I recruiter I also feel that I would be an asset to other attendees by sharing some of the best practices we have from Southern Ontario. I appreciate your consideration of me for the ADRP Presidential Scholarship. — Leslie Eglitis
Winning Essay Charles Drew Scholarship Why target the Hispanics? According to the latest census, Hispanics represent 15.4 percent of the total U.S. population; this is approximately 50 million people, making Hispanics the largest ethnic or race minority in the country, and the fastest growing group in the nation. It is also important to acknowledge that the percentages of Hispanic-origin people in households who are of Mexican background are 64 percent, so many of the efforts directed to this group should and must include not only the language but the understanding of its culture. Another important statistic is that 66 percent of Hispanics are type O, making them a critical group to work with. United Blood Services El Paso embarked in a partnership with the Pan American Health Organization in Washington D.C. in 2003 to train 60 individuals from 19 Latin American Countries on donor recruitment strategies. These strategies focused on the transitioning of a donor recruitment replacement system into an altruistic and volunteer system. Most countries in Latin America have donor recruitment replacement system; meaning people only donate blood when a friend or a family member needs it. For this and other cultural related reasons, Hispanics in the U.S. believe we have a similar system, therefore educating this group is critical to the success of any recruitment efforts to Hispanics. During this period, I developed and spearhead this program while leveraging the media support promoting the importance of blood donations among Hispanics. These efforts resulted in very successful blood drives in the El Paso and Southern New Mexico areas. Being a native from Mexico, and working with these 60 individuals from Latin America have helped me to better understand not only the reasons why Hispanic people do not donate blood frequently, but be able to create a program to inspire, attract and retain Hispanic blood donors. Later I was transferred to United Blood Services of Arizona to launch a diversity program in the Phoenix area. The goal was to increase Hispanic
donations by 10 percent in the first year, and as a result of the strategies put in place resulted in a 20 percent increase, today the program continues as a very successful one. In the past 3 years I have continued working with a number of Border States blood centers in Mexico providing training, support but also a number of donations of equipment for their blood centers. As this people get more familiar with the volunteer blood donation system, it will create more awareness of the importance of donating blood in both sides of the border. El Paso itself has a high population of approximately 80 percent Hispanics, so every day we must put all our strategies to work, meaning media, presentations, educating not only on the importance of donating blood but also helping them overcome the myths and misconceptions about blood donation. In addition I have been chosen in 2008 and 2009 as a speaker on recruitment strategies for minorities by SCABB, I have spoken in Washington D.C. at the Pan American Health Organization headquarters, I was invited as a speaker by ADRP on the topic “Hispanic Donors Wanted” in 2010, I was also a speaker in 2010 in Bogota Colombia invited by the Colombian Association of Blood Banks and Transfusion Medicine, and last June 2011 I was a speaker in Mazatlan Mexico invited by the Mexican Association of Blood Banks and Transfusion Medicine. In July 2011 I shared my story about how I was in need of O negative blood for my mother in Ciudad Juarez, Mexico with National Public Radio (NPR). This experience got me involved and so passionate about telling people how important it is to donate blood regardless of race or color. Sadly my mother could not survive and I make it a daily goal to inspire someone to donate blood for the first time in many cases. This story and my struggle was covered and aired at the National level by NPR and can be found here: m.npr.org/story/136023636. I would be honored to be chosen as the recipient of the Charles Drew Scholarship. — Martin Gomez
Recipient: Martin Gomez
Donor Recruitment Manager, United Blood Services Martin Gomez became passionately involved in blood donation after the tragic passing of his mother, who was unable to secure her blood type due to the replacement system used in many Mexican hospitals. He began his career with United Blood Services El Paso.
the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 29
2012 Impact Award Winners 1st Place Winner Rhode Island Blood Center “Design for Life”
For many years, the Rhode Island Blood Center has had a very popular recognition program, which rewards donors of all ages who give four times a year with a limited edition art print. Although generally successful, the campaign’s weakest area was in recruiting and maintaining teenage interest. A new campaign was designed with a simple concept: Students age 19 and under could create and submit t-shirt designs online. The blood center would then choose three finalists to be voted on by the general public, with the winner receiving considerable recognition in the blood center’s newsletter, website, social media networks and other media, as well as an iPod Touch and having their designs worn by students across the state. Additionally, donors at the blood center who were 19 and under would receive the t-shirt in
2nd Place Winner Canadian Blood Services “Bleed Green”
In order to combat its summer collection challenges, Canadian Blood Services forged a partnership with the Saskatchewan Roughriders football team, thereby being able to access a substantial community of potential donors, at the height of its greatest time of need. Through targeted messaging, fans would be encouraged to express their intense team loyalty through the act of giving blood, or ‘bleeding green’. As a result, fan donations over the course of the football season (running June-November) would help alleviate Canadian Blood Services’ summer downturn, and possibly translate into a new core of repeat blood donors. In turn, the
their size by presenting to give blood three times between September 1 and July 9, and making one attempt to donate at a high school drive. To ensure satisfaction with the product, high-quality American Apparel shirts were selected and offered in Men’s and Women’s cuts. After the first year, Rhode Island Blood Center had: • 100 contest entries • 13,000 finalist votes • 560 students receiving shirts • That translates to 1,680 donations After year two, Rhode Island Blood Center had: • 755 received receiving shirts • That translates to 2,265 donations Rhode Island Blood Center estimates their increase in student donations after beginning the program is somewhere between 17 and 26 percent.
The Rhode Island Bloo d Center is holding a T-shirt des ign contest. For design guidelines, contest rules, and to download logos and other tools go to:
The deadline for contest
entries is March 9, 2012 .
T-shirts with the winnin g design will be provid ed for individuals that are 19 and under who present to donate 3 times between September 1, 2011 and July 9, 2012 and make one of these attempts at a high school blood drive.
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Saskatchewan Roughriders organization would Contest Guidelines benefit from partnering with an organization that ou could be Y Yo ur has a direct impact in saving lives. At the end of Contest Guidelines design d Designs must be twodisc the 2010 season, Canadian Blood Services and Shirt color is at the here! ed judg be will gns Desi the Saskatchewan Roughriders Shirts may aim to reco it Individuals may subm Your received international honors. an as es n desig Please send entri in the shirt format) Please The Bleed Green campaign here! a be must ns issio subm RIDER FANS !!! All was selected as winner of March 9, 2012. (For maile SHOW YOUR TRUE COL OURS THIS RIDER SEA SON SH the prestigious International Please contact designfor Association of Business Communicators (IABC) Gold Be on the field, and in the Quill Award of Excellence stands! Blood donors can enter to win* a chance to be a B flag bearer at Mosaic Stadi um. in the ‘community relations’ category. Make a great play - do nate today. Ma Call 1 888 2 DONATE In addition to the core focus of recruiting donors, fans also had an opportunity to win a grand prize package, by turning in their game day ticket stub at a Saskatchewan
Page 30 / the Drop - ADRP’s Quarterly Newsletter Summer 2012
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A Life Saving Community Partnership
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blood donor clinic – the prize included a player experience. Finally, the Bleed Green campaign offered blood donors a chance to be selected as an on-field flag bearer at Mosaic Stadium during a regular season Rider game. Twelve blood recipients were also involved in the pregame ceremonies, from two-year-old twins who received transfusions at birth, to cancer survivors, stem cell transplant patients and trauma patients. • Whole blood collections targets during the campaign period were exceeded by 1.9 percent (just shy of the two percent campaign objective), resulting in an additional 435 units of blood over the regular annual time-period target. • 158 game-day ticket stubs were returned to Saskatchewan blood donor clinics during the campaign, 45 percent of target. • 15-second Maxtron ads and 15 second
3rd Place Winner Florida Blood Services “Cruise Into Giving”
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*No Donation Required •
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in-stadium Campaig n Logo: announcements Flag Ceremony and Game Day Participan ts: used by Canadian Flag Bearer T-shirts: Blood Services Banner for Recipient Procession: during each of the 10 games. During the campaign, 22 media stories were generated in 9 Saskatchewan communities. Thousands of additional audience impressions were earned through strategic media events. • There was a 14.34 percent increase in calls for blood donation appointments Flag Bearer T-shirts: in Saskatchewan from June 1-November 1, which translates into 2,053 appointments booked over 2010 (30 percent higher than the objective) FBS saw a 24.4 percent increase in donors who gave two or more times from May to August in 2009 to 2010, and the next year saw an additional 26.1 percent increase. Within two years, FBS had added 5,134 more two-time May-toAugust-donors than when they began the campaign. To get the information out to the public, FBS used different marketing and recruitment tools, such as direct mail, telerecruitment, posters, email blasts, reminder cards, radio, social media and many others. The “Cruise into Giving” was a very successful campaign for FBS. The over 14,000 lifesaving blood donations helped save many lives in the community. Since this campaign was successful FBS has taken this tool and grown it into their most recent campaign “Give from the Heart, get into a KIA Soul” and, in summer 2012 – “Operation Blood Donation – It’s All About the Red, White and You” with Outback Steakhouse.
Poster for centers/ Email Blast/ Email for DC’s
the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 31
Triplets Saved Thanks To World-First Blood Transfusion In Womb Three Australian newborns were saved by a radical blood transfusion while still in the womb, in what is believed to be a world-first use of the highly risky procedure in triplets. After Belinda Urzia went into premature labor at 27 weeks, an ultrasound showed one girl, Emilie, was being starved of blood while the other, Eva, was being dangerously Belinda Urzia and Brent Carmuciano with pumped full through their shared placenta their Triplets and interwoven circulation. Meanwhile the life of the boy, Michael, was also threatened. Doctors injected blood into Emilie’s abdominal cavity [via an intraperitoneal blood transfusion], with the liquid lifeline successfully absorbed over the next day, buying them another two weeks in the womb before they were successfully delivered by caesarean section on January 19.
Developments, reports, research and trends
- NewsCore - April 30, 2012
Giving Blood May Provide Health Benefits for Obese - Rachael Rettner, MyHealthNewsDaily – June 4, 2012
Some obese people may improve their health by donating blood, a preliminary study from Germany suggests. In the study, obese people with metabolic syndrome who had blood drawn experienced a reduction in blood pressure, along with other changes that linked with a reduced risk of heart disease, the researchers said. The findings suggest doctors might consider blood donation as a possible treatment for people with metabolic syndrome who have above-normal iron levels, said study researcher Andreas Michalsen, of the CharitéUniversity Medical Centre
Page 32 / the Drop - ADRP’s Quarterly Newsletter Summer 2012
in Berlin. However, he stated that larger trials are needed to confirm the results and evaluate the long-term risks of such a treatment.
Summer BUZZ... Study Could End Ban on Gay Men Donating Blood - Cheryl Wetzstein, Washington Times - May 16, 2012
The federal government has one study in a planning stage and three studies under way that could eventually provide evidence to end the ban on blood donations from all gay men, a federal official said Wednesday. Once research is completed, “There will be a transparent and evidence-based evaluation of MSM (men who have sex with men) donation policies,” said James Berger with the Health and Human Services Department.
The ban is now being questioned because of dramatic improvements in testing blood and because, gay groups say, such a policy is “unduly stigmatizing” of MSM. Although Berger did not offer a time line, activists believe it will be at least two years before there will be enough evidence to support a policy change.
Blood Type May Have Connection with Heart Disease Risk A study published by the medical journal Arteriosclerosis, Thrombosis, and Vascular Biology found that people with type AB blood were 23 percent more likely than those with type O to develop heart disease. Researchers were quick to point out, though, that the
data was compiled from a larger-encompassing study and was not the main focus of their efforts. Additionally, a number of doctors and scientists point to the many other studies which show no significant correlation and suggest that more research be done before any official conclusions are made.
the Drop - ADRP’s Quarterly Newsletter Summer 2012 / Page 33
Good things happen when donors are convinced their blood donations really are saving lives.
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Published on Aug 28, 2012
Published on Aug 28, 2012
The Drop is the official newsletter of ADRP. It is mailed directly to donor recruiter professionals and senior management of blood centers t...