Fixed Site/Donor Center Recruitment A Strategic Approach ‘ It’s About More Than Parties’

ADRP Presentation, May 2010 – Carol Mitchell

Fixed Site/Donor Center Recruitment

A Strategic Approach

‘It’s About More Than Parties’

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What’s the plan?

1. Who I am and why should you listen? 2. Who are you and why are you here?3. About Canadian Blood Services4. Our Goal 5. Our Process 6. Outcomes7. Review of overall results year to year8. Key Learnings9. Discussion/Questions/Feedback/Ideas

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Carol Mitchell, National Sales Manager, Canadian Blood Services•16 years in donor recruitment: Recruiter>Area Manager>National Manager

Audience:•Recruiters?•Fixed Site Recruiters?•Management?•Other?

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Canadian Blood Services is a national, not-for-profit, charitable organization that manages the blood supply in all provinces and territories outside Quebec, and oversees the country’s OneMatch Stem Cell and Marrow Network

•Whole Blood, Apheresis Plasma, Apheresis Platelets, •41 permanent (FS) nationally•More than 20,000 donor clinics annually•One bloodmobile with others pending•All clinics are appointment based •Almost 100 Community Development Coordinators (recruiter role) nationally•Donor Service Representatives manage the appointment system and flow of donors into our clinics

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2010-11 TargetsWhole Blood • 1,089,444 donors attending to reach 927,000 WB target• 77,000 new donors required• 85,000 reinstated donors • 426,000 active donors• Almost 1.5 million appointment bookings required

• 57,200 apheresis plasma• 40,650 apheresis platelets (22,050 singles; 9,300

doubles)

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Fixed Site Locations

• 41 fixed sites across the country• Varied hours, beds, targets, days of week,

locations• Both FS and mobile sites have been below

collection targets for the past 4 fiscal years• FS events account for about 45% of whole blood

collections• Almost 100 Recruiters (CDCs) some solely

manage FS; others have combined territories

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The Need – in 2007 • Fixed Sites provided us with the most cost

efficient opportunities to collect blood• Capacity existed in every fixed site across

Canadian Blood Services• Inconsistency in strategic recruitment planning

and implementation• Best practices had been identified in some

locations• FS recruiters were looking for some assistance

to the additional challenges they faced

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Our GoalTo increase the efficiency of fixed site whole blood

clinics to better meet demand

Objectives:• Identify the specific and shared challenges of

fixed site recruitment• Identify the key elements of successful fixed site

recruitment• Identify best practice across the country for

inclusion in the national CDC suite of tools to better address the shared challenges

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Our Process

• Working group was established of 7 regional recruiters with fixed site responsibilities/ expertise

• Regional reps facilitated surveying of their colleagues with FS responsibility

• August 2007 – 2-day face to face session to identify key elements of fixed site recruitment; challenges; successes and identify best practice/recommendations to nationalize

• Monthly working group teleconferences from August 2007 to date – evolved from a working group to an advisory group – membership has evolved but group continues to meet monthly!

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Process (cont’d)

• Ultimately the organization has looked to this group to develop broader initiatives and to advise of higher level discussions

• The group was focused on specific goals and objectives at the outset but has continued to fill the role as an advisory group to new program development

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Fixed Site Recruitment Challenges• All of the challenges of recruitment! Plus………• ‘Open all the time’ casual donor attitude to booking appointments or

attending – lots of options• Stat closures – when need is high but donor availability is reduced• Holes left 56 days after a stat or other closure – no prebooked

appointments in place• Staffing shortages – staff pulled to mobiles• Some competition with high profile mobiles in close enough

proximity• Location issues – not always best, convenient location, parking

issues, public transit issues• Wait times when groups attend – can impact other donors• Lack of sales tools, online donor booking, group tracking capabilities

limited• Autologous clinics impact on WB donor flow – donors take longer

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Key Elements to Successful Fixed Site Recruitment – it is all about strategic planning

plan for the inevitable – control what you can

1. Group Recruitment Focus – needs to be a major element of FS recruitment plan

2. Youth/Student Recruitment focus at all FS – build the donor base

3. ‘Peer Recruitment’ programs – ‘donor get donor’ programs are essential to success – you cannot be everywhere

4. Formalized Annual Recruitment Plan for each FS that feeds into overall recruitment plan

5. Formalized, regular analysis of FS clinic schedule – days of week, hours of day, beds, targets – recommendations for change should come from the recruiter based on this analysis

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Key Elements (cont’d)

6. Individual Donor Recruitment and Retention Initiatives through in clinic rebooking of appointments, no show calling, key messages, community presentations and outreach

7. Community and Media Relationship development – clinic sponsorship as part of the overall recruitment strategy

8. IMPACT DAYS/STATUTORY Holiday Planning – strategic annual recruitment plan must address the impact of STAT holidays and the impact of stat holiday closures on prebooked clinics

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What We Look At• % of WB donations from Fixed Sites

• New donor rates

• Retention Rates

• Donor Frequency

• Deferral Rates

• Capacity in all fixed sites

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WB Collections to Target

• Both perm and mobile sites have been below collection targets for the past 4 fiscal years• Perms account for about 45% of whole blood collections

% Collections to Target - Perm vs Mobile

88%

93%

87%

92%

89%

94%

90%

89%

Perm Mobile

FY0607 FY0708 FY0809 FY0910

Fiscal Year Clinic_Type CollectionsEXPECTED

COLLECTIONSCollections

to Target

FY0607 Perm 392,153 445,879 88%FY0607 Mobile 482,986 520,204 93%FY0607 Total 875,139 970,228 90%


FY0809 Perm 408,531 461,054 89%FY0809 Mobile 507,327 538,565 94%FY0809 Total 915,858 1,001,951 91%


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What we now know…

• WB donors at fixed sites have increased to 44% of all WB donors and 47% of all WB donations

• WB Donation frequency at perms was at 2.32 in 2009-10 which was 11% higher than at mobiles in 2009-10; WB mobile frequency was at 2.07

• The number of new donors at perm sites is up 16% FY0910 over FY0607 while new donors at mobiles has dropped 10%.

• 42% of all new WB donors come from perms• New donor retention remains fairly stable at 54% in perm

clinics and 47% in mobiles• Our new donor results at fixed sites has increased while

new donor results at mobiles has decreased

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More learning…• Teen retention is 14% higher at perms than

mobiles• Youth (age 20 – 24) is 7% higher at perms• Age 17-19, % donations at perm clinics are 2-

3% higher than at mobile clinics• % deferrals for 17-19 year olds are 2% lower

than at mobiles and 8 – 10% higher than all ages at perms

• Perm sites collect half of what mobiles collect per hour

• Collections per perm clinic event are 2/3 of mobiles

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WB Donors, Donations & Frequency

• Perm clinic donors have increased from 41% to 44% of all WB donors and from 45% to 47% of donations from FY0607 to FY0910

• Donation frequency in perm clinics was 17% more than mobiles in FY0607 and 11% more in FY0910

Donors and Donations

0

100,000

200,000

300,000

400,000

500,000

600,000

Perm Donors Perm Donations Mobile Donors Mobile Donations

FY0607 FY0708 FY0809 FY0910

Donation Frequency

1.80

1.90

2.00

2.10

2.20

2.30

2.40

Perm Frequency Mobile Frequency

FY0607 FY0708 FY0809 FY0910

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WB Donors, Donations & Frequency

FY0607 FY0708 FY0809 FY0910

Perm Donors 165,870 163,642 177,682 186,835Donations 393,304 386,583 409,853 433,803Frequency 2.37 2.36 2.31 2.32

Mobile Donors 239,177 236,951 247,277 236,012Donations 481,835 485,921 506,005 488,823Frequency 2.01 2.05 2.05 2.07

All Whole Blood Donors 405,047 400,593 424,959 422,847Donations 875,139 872,504 915,858 922,626Frequency 2.16 2.18 2.16 2.18

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WB New Donors

• The number of new donors at perms sites is up 16% FY0910 over FY0607 while new donors at mobiles has dropped 10%. % new donors at perms to total new donors went from 36% to 42%.

New Donors - Perm vs Mobile

31,683

55,671

31,007

51,757

38,138

56,120

36,727

50,329

Perm New Mobile New

FY0607 FY0708 FY0809 FY0910

% New Perm / Mobile to Total New

36%

64%

37%

63%

40%

60%

42%

58%

Perm New Mobile New

FY0607 FY0708 FY0809 FY0910

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WB New Donors

• The % of new donors to total donors at perm clinics has increased from 19% to 20% since FY0607 while mobiles has decreased from 23% to 21%.

New Perm Donors

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

FY0607 FY0708 FY0809 FY0910

18%

18%

19%

19%

20%

20%

21%

21%

22%

22%

Donors New Donors % New Donors

New Mobile Donors

-

50,000

100,000

150,000

200,000

250,000

300,000

FY0607 FY0708 FY0809 FY0910

20%

20%

21%

21%

22%

22%

23%

23%

24%

Donors New Donors % New Donors

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WB New Donor Retention

• New donor retention remains fairly stable at 54% in perm clinics and 47% in mobiles.

New Donors Retained - Perm vs Mobile

16,767

25,528

17,017

24,468

20,533

26,315

Perm Mobile

FY0607 FY0708 FY0809

% New Donors Retained - Perm vs Mobile

53%

46%

55%

47%

54%

47%

Perm Mobile

FY0607 FY0708 FY0809

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WB New Donor Retention

Donors New % NewNew

Retained% New

RetainedDonors New % New

New Retained

% New Retained

Perm 164,159 31,683 19% 16,767 53% 161,922 31,007 19% 17,017 55%Mobile 240,895 55,671 23% 25,528 46% 238,685 51,757 22% 24,468 47%Total 405,054 87,354 22% 42,295 48% 400,607 82,764 21% 41,485 50%

Donors New % NewNew

Retained% New

RetainedDonors New % New

New Retained

% New Retained

Perm 177,561 38,138 21% 20,533 54% 182,848 36,727 20%Mobile 247,396 56,120 23% 26,315 47% 240,005 50,329 21%Total 424,957 94,258 22% 46,848 50% 422,853 87,056 21%

FY0607 FY0708

FY0809 FY0910

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WB New Donor Retention by Age Range

New Donor Retention by Age Group

0%

10%

20%

30%

40%

50%

60%

70%

age 17 - 19 age 20 - 24 age 25+ All Ages

Perm FY0607 Perm FY0708 Perm FY0809 Mobile FY0607 Mobile FY0708 Mobile FY0809

age 17 - 19 age 20 - 24 age 25+ All AgesPerm FY0607 53% 47% 55% 53%Perm FY0708 53% 47% 58% 55%Perm FY0809 53% 48% 56% 54%Mobile FY0607 39% 40% 53% 46%Mobile FY0708 40% 41% 54% 47%Mobile FY0809 39% 41% 54% 47%

• Donor retention is stable for all age ranges in each fiscal • Teen retention is 14% higher at perms than mobiles• Youth (age 20 – 24) is 7% higher at perms

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% Donated to Attended

All Clinics Age 17-19 - % Donated

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

2006/07 2007/08 2008/09 2008/09

75%

75%

76%

76%

77%

77%

78%

78%

79%

79%

80%

Donors Attending Donors Donating % Donated

All Clinics All Ages - % Donated

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

2006/07 2007/08 2008/09 2008/09

85%

86%

86%

86%

86%

86%

87%

87%

87%

87%

87%

88%


Perm Clinics All Ages - % Donated

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

2006/07 2007/08 2008/09 2008/09

All Ages

87%

87%

87%

87%

88%

88%

88%

88%

88%

89%

89%

89%


Perm Clinics Age 17 - 19 - % Donated

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2006/07 2007/08 2008/09 2008/09

76%

77%

77%

78%

78%

79%

79%

80%

80%

81%

81%


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% Donated to Attended

• Age 17-19 % donations at perm clinics are 2-3% higher than at mobile clinics

2006/07 2007/08 2008/09 2008/09 2006/07 2007/08 2008/09 2008/09Perm Donors Attending 26,093 26,803 30,496 32,303 Perm Donors Attending 536,479 532,085 564,126 571,759

Donors Donating 21,014 21,053 23,712 25,290 Donors Donating 476,417 468,078 493,812 500,948% Donated 81% 79% 78% 78% % Donated 89% 88% 88% 88%

Mobile Donors Attending 55,137 52,551 54,573 51,511 Mobile Donors Attending 574,713 591,013 619,280 608,681Donors Donating 43,228 40,239 41,189 38,938 Donors Donating 494,027 501,197 525,059 518,000

% Donated 78% 77% 75% 76% % Donated 86% 85% 85% 85%

All Clinics Donors Attending 81,230 79,354 85,069 83,814 All Clinics Donors Attending 1,111,192 1,123,098 1,183,406 1,180,440Donors Donating 64,242 61,292 64,901 64,228 Donors Donating 970,444 969,275 1,018,871 1,018,948

% Donated 79% 77% 76% 77% % Donated 87% 86% 86% 86%

Age 17 - 19 All Ages

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% Deferred to Attended

Perm Clinics Age 17 - 19 - % Deferred

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2006/07 2007/08 2008/09 2008/09

19%

20%

20%

21%

21%

22%

22%

23%

23%

24%

24%

Donors Attending Deferrals % Deferral

Perm Clinics All Ages - % Deferred

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

2006/07 2007/08 2008/09 2008/09

12%

12%

12%

12%

12%

13%

13%

13%

13%

13%

14%


All Clinics All Ages - % Deferred

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

2006/07 2007/08 2008/09 2008/09

13%

13%

14%

14%

14%

14%

14%

15%

15%


All Clinics Age 17-19 - % Deferred

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

2006/07 2007/08 2008/09 2008/09

21%

21%

22%

22%

23%

23%

24%

24%

25%

25%


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% Deferred to Attended

• % deferrals for 17-19 year olds are 2% lower than at mobiles and 8 – 10% higher than all ages at perms

2006/07 2007/08 2008/09 2008/09 2006/07 2007/08 2008/09 2008/09Perm Donors Attending 26,093 26,803 30,496 32,303 Perm Donors Attending 536,479 532,085 564,126 571,759

Deferrals 5,423 6,090 7,179 7,136 Deferrals 66,104 69,328 75,510 74,059% Deferral 21% 23% 24% 22% % Deferral 12% 13% 13% 13%

Mobile Donors Attending 55,137 52,551 54,573 51,511 Mobile Donors Attending 574,713 591,013 619,280 608,681Deferrals 12,359 12,599 13,515 12,528 Deferrals 87,358 95,321 98,762 94,100

% Deferral 22% 24% 25% 24% % Deferral 15% 16% 16% 15%

All Clinics Donors Attending 81230 79354 85069 83814 All Clinics Donors Attending 1111192 1123098 1183406 1180440Deferrals 17,782 18,689 20,694 19,664 Deferrals 153,462 164,649 174,272 168,159

% Deferral 22% 24% 24% 23% % Deferral 14% 15% 15% 14%

Age 17 - 19 All Ages

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WB Collections per Hour & Event

• Perm sites collect half of what mobiles collect per hour• Collections per perm clinic event are 2/3 of mobiles

Fiscal Year Clinic_TypeClinic Events

TOTAL TIME HRS

CollectionsCollections /

HourCollections /

Event

FY0607 Perm 8,201 46,327 392,153 8 48FY0607 Mobile 6,428 29,693 482,986 16 75FY0607 Total 14,629 76,021 875,139 12 60




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Average weekly collection targets FY2010/11

• Mobile capacity is significantly higher than at perms• This is largely due to smaller beds / bed hours available at perms• Capacity does exist in the perms

Perm MobileClinic Events

Open Hours

# Beds Bed HoursCollection

TargetCollections / Bed Hour

Total Annual Collection

Target

Open Hours / Clinic Event

# Beds / Clinic Event

Bed Hours / Clinic Event

Collections / Clinic Event

Perm 188 1,205 826 5,185 9,859 1.9 503,378 6.4 4.4 27.6 52.4Mobile 120 595 973 4,976 9,992 2.0 500,016 5.0 8.1 41.5 83.4All Whole Blood 308 1,800 1,799 10,162 19,850 2.0 1,003,394 5.8 5.8 33.0 64.5

% Perm 61% 67% 46% 51% 50% 97% 50% 110% 75% 84% 81%% Mobile 39% 33% 54% 49% 50% 103% 50% 85% 139% 126% 129%

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WB Collections to Target

• Both perm and mobile sites have been below collection targets for the past 4 fiscal years

• Perms account for about 45% of whole blood collections

% Collections to Target - Perm vs Mobile

88%

93%

87%

92%

89%

94%

90%

89%

Perm Mobile

FY0607 FY0708 FY0809 FY0910

Fiscal Year Clinic_Type CollectionsEXPECTED

COLLECTIONSCollections

to Target





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WB Collections - International Benchmarking

• Canadian Blood Services collects 45% of whole blood at fixed sites. One blood service collects 2/3, one about 20% and one about 8%.

FY0607 FY0708 FY0809Canadian Blood Services 45.3 44.7 44.8Blood Service 2 22.2 21.6 20.5Blood Service 3 66.7 67.5 68.3Blood Service 5 8.0 8.0 8.0

% of Fixed Site Collections

% Fixed Site Collections

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Canadian Blood Services Blood Service 2 Blood Service 3 Blood Service 5

FY0607 FY0708 FY0809

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WB Avg Donation Time & Donor Satisfaction

• Average donation times in perm clinics are 12% lower than in mobiles

• In 2009 overall donor satisfaction and satisfaction with waiting times were both higher at perms

Average Donation Time (Minutes) - Perms vs Mobiles

38

40

42

44

46

48

50

52

54

Perm Mobile

FY0607 FY0708 FY0809 FY0910

Donor Satisfaction Perms vs Mobiles

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Wait Times - Perms Wait Times - Mobiles Overall Satisfaction - Perms Overall Satisfaction - Mobiles

March ‘09 June ‘09 Oct ‘09

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The outcomes – our recommendations –what happened

1. All Regional Management to build the Key elements to FS Recruitment into recruiter performance plans and socialize with their teams for FY 2008-09

2. Group Recruitment Focus• Leveraging of our Partner for Life program• Adopt a Clinic Sponsorship package delivered• Milestone Donor Program nationalized from regional practice• Standardized Group Booking Strategy implemented

3. Youth/Student Focused Recruitment• Young Blood for Life – youth peer recruiter leader and National

YBFL High School Challenge

4. Peer Recruitment ‘donor get donor’• Milestone Donor Program• In Honour of and other ‘donor days’

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Outcomes (cont’d)

5. Formalized Annual Recruitment Plan• Fixed Site Territory Market Profiles – use Market Research –

Statistics Canada, Canada Post, Chamber of Commerce studies• Research – what does your donor base look like: donor frequency,

donor retention/reinstatement, donation activity by age, community penetration rates

6. Formalized Regular Analysis • Attendance traffic by day, by hour• Appointment booking rates by day, by hour• When do you have too many donors, when can you not fill your

beds – identification of trends – target recruitment accordingly or suggest changes

7. Individual Donor Recruitment and Retention• Need to focus efforts on peer recruitment programs like YBFL and

on programs like What’s Your Type? Blood typing events

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Outcomes (cont’d)

8. Community and Media Relationship Development• Media sponsored days• Partner sponsored days

9. IMPACT/STAT Day Planning• IMPACT Day calendars for use throughout the

organization• IMPACT Day Alerts – out to field two weeks prior to a

stat closure and two weeks prior to the IMPACT Day from that closure

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Impact Days Alerts – calendar shared organization wide aligned with alert messages to book, reschedule and rebook into the Impact

Days and going into and out of Stat closures

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Milestone Donor Program– milestone donors are contacted prior to their next eligibility, encouraged to recruit friends and

family to donate with them at their milestone donation – program takes time to build but also a good media event

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Young Blood for Life – National High School

Challenge and Student

Leadership Training

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Young Blood for LifeAs part of the peer recruitment component of YBFL 457 students attended Youth Development Champion workshops representing 180 schools holding either mobile or FS clinic events - trained as peer recruiters on campus

As part of the National Challenge component which was entirely focused on FS attendance only: 29 of our 41 fixed sites registered 171 schools in the challenge• With two weeks remaining (as of April 16) – total FS challenge attendance (October 23 – April 16 was 6,262 with new donor attendance at 2,732• Our final results will report on actual donors and new donors as well as attendance

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Adopt A Clinic• Provided a package on how to leverage existing

programs (Partners for Life, Milestone Donor, In Honour of) to garner individual or partner sponsorship of a specific clinic day, series of clinic days, hours of the day or a specific bed or beds (example: community sponsor supporting the day leading into every summer long weekend)

• Not a nationally required program – captured regional best practice for recruiter consideration as part of their plan

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Market Research Fixed Site

Package

• Worked with our Market Knowledge colleagues to build a Market Research and Donor Data package template for FS recruiters

• Template includes current donor data for the site, census data, mapping, penetration data, PRIZM cluster research (Environics)

• Provides a Fixed Site Market Profile

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We didn’t just focus on recruitment activity

• That FS clinic staff should be a dedicated team – to facilitate team ownership of goals and donor relationships

• Equip CDCs with mobile connectivity • Standardized clinic schedules/collections around

long weekends to ensure hospital demand is met – do not close on small ‘s’ statutory holidays like Easter Monday, Remembrance Day and minimize occasions when clinics are closed more than two consecutive days

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Key LearningsSome of this wasn’t news but reinforcement

• Execute with excellence ????? – likely your biggest challenge – certainly one of ours

• When you are developing tools/programs for

broader use -regional or national - always, always always go to your experts at the front line

• Test corporate assumptions against actual experience

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Key Learnings…

• Acknowledge the best practice already in existence – give credit where it is due

• Ensure that your experts speak for their colleagues – not just their perspective

• Expert representative responsibility is to two-way communication – regional input to project and project update to regional management/peers

47

Key Learnings…

• Be prepared for resistance – people do not like to give up the familiar

• There will be a sense that you and the group do not know the local challenges/business

• Evaluate and test your original assumptions

• Be prepared to make changes – there must be some flexibility in your model

48

Key Learnings…

• Some people will adapt knowingly (and even try to hide it) some will adapt due to misunderstanding

• Communicate, communicate, communicate

• Learn from the experience and include your working group during the evaluation

49

Bottom Line…

Know your donor base – use whatever tools you have to mine and understand your current donors: mix of repeat versus new donors, donation frequency, age representation

Know your potential market – look at populations, neighbourhoods, businesses within a radius of your location – find out as much as you can about them

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Build internal relationships – listen to your collections’ team and volunteers who have direct donor relationships and can identify issues and opportunities for you; ensure that your collections’ team is understands your recruitment strategy

Develop a partnership strategy – recruit media partners to promote your clinic days; recruit partner sponsors to commit to sending groups on specific ‘needy’ days and a long term commitment

51

Analyse, analyse, analyse: set aside a time monthly/quarterly/annually to analyse your collection results, your donor base, attendance patterns, clinic issues that impact your results

Identify strategic recruitment priorities through analysis – do you need to build the donor base (new donor recruitment) or should your focus be increased frequency of existing donors

52

You cannot do it all by yourself – be strategic, build a network, know your priority focus, plan for the predictable and so, control what you can

53

Discussion/Questions/Feedback/Ideas

• Your fixed site/donor center recruitment challenges?

• Your resolutions?

Documents

Fixed Site/Donor Center Recruitment A Strategic Approach ‘ It’s About More Than Parties’