Fixed Site/Donor Center
Recruitment
A Strategic Approach
‘It’s About More Than Parties’
ADRP Presentation, May 2010 – Carol Mitchell
What’s the plan?
1.
2.
3.
4.
5.
6.
7.
8.
9.
Who I am and why should you listen?
Who are you and why are you here?
About Canadian Blood Services
Our Goal
Our Process
Outcomes
Review of overall results year to year
Key Learnings
Discussion/Questions/Feedback/Ideas
2
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?
3
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
4
2010-11 Targets
Whole 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)
5
6
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
7
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
8
Our Goal
To 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
9
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!
10
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
11
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
12
Key Elements to Successful Fixed Site
Recruitment – it is all about strategic planning
plan for the inevitable – control what you can
1.
2.
3.
4.
5.
Group Recruitment Focus – needs to be a major
element of FS recruitment plan
Youth/Student Recruitment focus at all FS – build
the donor base
‘Peer Recruitment’ programs – ‘donor get donor’
programs are essential to success – you cannot be
everywhere
Formalized Annual Recruitment Plan for each FS
that feeds into overall recruitment plan
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
13
Key Elements (cont’d)
6.
7.
8.
Individual Donor Recruitment and Retention
Initiatives through in clinic rebooking of appointments,
no show calling, key messages, community
presentations and outreach
Community and Media Relationship development –
clinic sponsorship as part of the overall recruitment
strategy
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
14
What We Look At
• % of WB donations from Fixed Sites
• New donor rates
• Retention Rates
• Donor Frequency
• Deferral Rates
• Capacity in all fixed sites
15
WB Collections to Target
% Collections to Target - Perm vs Mobile
Fiscal Year
94%
93%
92%
Clinic_Type Collections
EXPECTED
COLLECTIONS
Collections
to Target
FY0607
FY0607
FY0607
Perm
Mobile
Total
392,153
482,986
875,139
445,879
520,204
970,228
88%
93%
90%
FY0708
FY0708
FY0708
Perm
Mobile
Total
385,170
487,334
872,504
444,357
526,961
972,256
87%
92%
90%
FY0809
FY0809
FY0809
Perm
Mobile
Total
408,531
507,327
915,858
461,054
538,565
1,001,951
89%
94%
91%
FY0910
FY0910
FY0910
Perm
Mobile
Total
433,803
488,823
922,626
481,338
549,825
1,031,163
90%
89%
89%
90%
89%
89%
88%
87%
Perm
Mobile
FY0607
FY0708
FY0809
FY0910
• 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
16
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
17
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 23% 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
18
WB Donors, Donations & Frequency
Donors and Donations
Donation Frequency
600,000
2.40
500,000
2.30
400,000
2.20
300,000
2.10
200,000
2.00
100,000
1.90
0
1.80
Perm Donors
Perm Donations
FY0607
FY0708
Mobile Donors
FY0809
FY0910
Mobile Donations
Perm Frequency
FY0607
Mobile Frequency
FY0708
FY0809
FY0910
• 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
19
WB Donors, Donations & Frequency
FY0607
FY0708
FY0809
FY0910
Perm
Donors
Donations
Frequency
165,870
393,304
2.37
163,642
386,583
2.36
177,682
409,853
2.31
186,835
433,803
2.32
Mobile
Donors
Donations
Frequency
239,177
481,835
2.01
236,951
485,921
2.05
247,277
506,005
2.05
236,012
488,823
2.07
All Whole Blood Donors
Donations
Frequency
405,047
875,139
2.16
400,593
872,504
2.18
424,959
915,858
2.16
422,847
922,626
2.18
20
WB New Donors
New Donors - Perm vs Mobile
% New Perm / Mobile to Total New
56,120
55,671
51,757
38,138
31,683
64%
36,727
40%
36%
31,007
Perm New
Mobile New
FY0607
FY0708
FY0809
FY0910
63%
60%
50,329
42%
37%
Perm New
Mobile New
FY0607
FY0708
FY0809
FY0910
• 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%.
21
58%
WB New Donors
New Perm Donors
New Mobile Donors
200,000
22%
180,000
22%
160,000
21%
140,000
21%
120,000
300,000
24%
23%
250,000
23%
200,000
22%
20%
100,000
20%
80,000
19%
60,000
40,000
19%
20,000
18%
-
18%
FY0607
FY0708
Donors
New Donors
FY0809
FY0910
% New Donors
150,000
22%
21%
100,000
21%
50,000
20%
-
20%
FY0607
FY0708
Donors
New Donors
FY0809
FY0910
% 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%.
22
WB New Donor Retention
New Donors Retained - Perm vs Mobile
% New Donors Retained - Perm vs Mobile
55%
25,528
26,315
24,468
54%
53%
20,533
16,767
17,017
47%
47%
46%
Perm
Mobile
FY0607
FY0708
FY0809
Perm
Mobile
FY0607
FY0708
FY0809
• New donor retention remains fairly stable at 54% in perm clinics and
47% in mobiles.
23
WB New Donor Retention
FY0607
Donors
Perm
Mobile
Total
164,159
240,895
405,054
New
31,683
55,671
87,354
% New
19%
23%
22%
FY0708
New
Retained
16,767
25,528
42,295
% New
Retained
53%
46%
48%
New
Retained
20,533
26,315
46,848
% New
Retained
54%
47%
50%
Donors
161,922
238,685
400,607
New
31,007
51,757
82,764
FY0809
Donors
Perm
Mobile
Total
177,561
247,396
424,957
New
38,138
56,120
94,258
24
% New
21%
23%
22%
New
Retained
19%
17,017
22%
24,468
21%
41,485
% New
% New
Retained
55%
47%
50%
FY0910
Donors
182,848
240,005
422,853
New
36,727
50,329
87,056
% New
20%
21%
21%
New
Retained
% New
Retained
WB New Donor Retention by Age Range
New Donor Retention by Age Group
70%
60%
Perm FY0607
Perm FY0708
Perm FY0809
Mobile FY0607
Mobile FY0708
Mobile FY0809
50%
40%
30%
20%
10%
age 17 - 19 age 20 - 24 age 25+
53%
47%
55%
53%
47%
58%
53%
48%
56%
39%
40%
53%
40%
41%
54%
39%
41%
54%
0%
age 17 - 19
Perm FY0607
age 20 - 24
Perm FY0708
age 25+
Perm FY0809
Mobile FY0607
Mobile FY0708
All Ages
Mobile FY0809
• 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
25
All Ages
53%
55%
54%
46%
47%
47%
% Donated to Attended
Perm Clinics Age 17 - 19 - % Donated
35,000
30,000
Perm Clinics All Ages - % Donated
81%
700,000
81%
600,000
89%
89%
89%
88%
88%
88%
88%
88%
87%
87%
87%
87%
80%
25,000
80%
20,000
15,000
500,000
79%
400,000
79%
300,000
78%
200,000
78%
10,000
77%
5,000
77%
0
100,000
0
2006/07
76%
2006/07
2007/08
Donors Attending
2008/09
Donors Donating
2007/08
2008/09
2008/09
2008/09
All Ages
% Donated
Donors Attending
Donors Donating
% Donated
All Clinics All Ages - % Donated
All Clinics Age 17-19 - % Donated
90,000
80%
1,400,000
80,000
79%
1,200,000
70,000
79%
78%
60,000
78%
50,000
88%
87%
87%
87%
1,000,000
87%
800,000
87%
600,000
86%
77%
40,000
77%
30,000
76%
20,000
76%
10,000
75%
0
75%
2006/07
2007/08
Donors Attending
26
2008/09
Donors Donating
2008/09
% Donated
86%
400,000
86%
86%
200,000
86%
0
85%
2006/07
2007/08
Donors Attending
2008/09
Donors Donating
2008/09
% Donated
% Donated to Attended
Age 17 - 19
2007/08
2008/09
26,803
30,496
21,053
23,712
79%
78%
Perm
Donors Attending
Donors Donating
% Donated
2006/07
26,093
21,014
81%
Mobile
Donors Attending
Donors Donating
% Donated
55,137
43,228
78%
52,551
40,239
77%
54,573
41,189
75%
All Clinics
Donors Attending
Donors Donating
% Donated
81,230
64,242
79%
79,354
61,292
77%
85,069
64,901
76%
2008/09
32,303 Perm
25,290
78%
All Ages
2007/08
2008/09
532,085
564,126
468,078
493,812
88%
88%
Donors Attending
Donors Donating
% Donated
2006/07
536,479
476,417
89%
2008/09
571,759
500,948
88%
51,511 Mobile
38,938
76%
Donors Attending
Donors Donating
% Donated
574,713
494,027
86%
591,013
501,197
85%
619,280
525,059
85%
608,681
518,000
85%
83,814 All Clinics
64,228
77%
Donors Attending
Donors Donating
% Donated
1,111,192
970,444
87%
1,123,098
969,275
86%
1,183,406
1,018,871
86%
1,180,440
1,018,948
86%
• Age 17-19 % donations at perm clinics are 2-3%
higher than at mobile clinics
27
% Deferred to Attended
Perm Clinics Age 17 - 19 - % Deferred
35,000
Perm Clinics All Ages - % Deferred
24%
24%
30,000
700,000
14%
13%
600,000
23%
25,000
23%
22%
20,000
13%
500,000
13%
13%
400,000
22%
15,000
21%
21%
10,000
13%
300,000
12%
12%
200,000
20%
5,000
20%
0
19%
2006/07
2007/08
Donors Attending
2008/09
Deferrals
12%
100,000
12%
0
12%
2008/09
2006/07
% Deferral
2007/08
Donors Attending
All Clinics Age 17-19 - % Deferred
2008/09
Deferrals
2008/09
% Deferral
All Clinics All Ages - % Deferred
90,000
25%
80,000
25%
1,400,000
15%
1,200,000
70,000
24%
15%
60,000
24%
50,000
23%
800,000
40,000
23%
600,000
30,000
22%
20,000
22%
10,000
21%
0
21%
14%
1,000,000
14%
14%
2006/07
2007/08
Donors Attending
28
2008/09
Deferrals
2008/09
% Deferral
14%
400,000
14%
200,000
13%
0
13%
2006/07
2007/08
Donors Attending
2008/09
Deferrals
2008/09
% Deferral
% Deferred to Attended
Age 17 - 19
2007/08
2008/09
26,803
30,496
6,090
7,179
23%
24%
Perm
Donors Attending
Deferrals
% Deferral
2006/07
26,093
5,423
21%
Mobile
Donors Attending
Deferrals
% Deferral
55,137
12,359
22%
52,551
12,599
24%
54,573
13,515
25%
51,511 Mobile
12,528
24%
81230
17,782
22%
79354
18,689
24%
85069
20,694
24%
83814 All Clinics
19,664
23%
All Clinics
Donors Attending
Deferrals
% Deferral
2008/09
32,303 Perm
7,136
22%
All Ages
2007/08
2008/09
532,085
564,126
69,328
75,510
13%
13%
Donors Attending
Deferrals
% Deferral
2006/07
536,479
66,104
12%
Donors Attending
Deferrals
% Deferral
574,713
87,358
15%
591,013
95,321
16%
619,280
98,762
16%
608,681
94,100
15%
1111192
153,462
14%
1123098
164,649
15%
1183406
174,272
15%
1180440
168,159
14%
Donors Attending
Deferrals
% Deferral
• % deferrals for 17-19 year olds are 2% lower
than at mobiles and 8 – 10% higher than all
ages at perms
29
2008/09
571,759
74,059
13%
WB Collections per Hour & Event
Clinic
Events
TOTAL TIME
Collections / Collections /
Collections
HRS
Hour
Event
Fiscal Year
Clinic_Type
FY0607
FY0607
FY0607
Perm
Mobile
Total
8,201
6,428
14,629
46,327
29,693
76,021
392,153
482,986
875,139
8
16
12
48
75
60
FY0708
FY0708
FY0708
Perm
Mobile
Total
8,277
6,533
14,810
47,067
30,235
77,302
385,170
487,334
872,504
8
16
11
47
75
59
FY0809
FY0809
FY0809
Perm
Mobile
Total
8,784
6,572
15,356
49,937
30,778
80,715
408,531
507,327
915,858
8
16
11
47
77
60
FY0910
FY0910
FY0910
Perm
Mobile
Total
9,191
6,643
15,834
58,742
31,591
90,333
433,803
488,823
922,626
7
15
10
47
74
58
• Perm sites collect half of what mobiles collect per hour
• Collections per perm clinic event are 2/3 of mobiles
30
Average weekly collection targets
FY2010/11
Perm Mobile
Clinic
Events
Open
Hours
# Beds
Perm
Mobile
All Whole Blood
188
120
308
1,205
595
1,800
% Perm
% Mobile
61%
39%
67%
33%
Total Annual
# Beds /
Open Hours /
Collection
Clinic
Clinic Event
Target
Event
Bed Hours
Collection
Target
Collections
/ Bed Hour
826
973
1,799
5,185
4,976
10,162
9,859
9,992
19,850
1.9
2.0
2.0
503,378
500,016
1,003,394
6.4
5.0
5.8
4.4
8.1
5.8
46%
54%
51%
49%
50%
50%
97%
103%
50%
50%
110%
85%
75%
139%
Bed
Hours / Collections /
Clinic Clinic Event
Event
27.6
52.4
41.5
83.4
33.0
64.5
84%
126%
81%
129%
• 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
31
WB Collections to Target
% Collections to Target - Perm vs Mobile
Fiscal Year
94%
93%
92%
Clinic_Type Collections
EXPECTED
COLLECTIONS
Collections
to Target
FY0607
FY0607
FY0607
Perm
Mobile
Total
392,153
482,986
875,139
445,879
520,204
970,228
88%
93%
90%
FY0708
FY0708
FY0708
Perm
Mobile
Total
385,170
487,334
872,504
444,357
526,961
972,256
87%
92%
90%
FY0809
FY0809
FY0809
Perm
Mobile
Total
408,531
507,327
915,858
461,054
538,565
1,001,951
89%
94%
91%
FY0910
FY0910
FY0910
Perm
Mobile
Total
433,803
488,823
922,626
481,338
549,825
1,031,163
90%
89%
89%
90%
89%
89%
88%
87%
Perm
Mobile
FY0607
FY0708
FY0809
FY0910
• 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
32
WB Collections - International
Benchmarking
% Fixed Site Collections
80.0
70.0
60.0
50.0
Canadian Blood Services
Blood Service 2
Blood Service 3
Blood Service 5
40.0
30.0
20.0
% of Fixed Site Collections
FY0607
FY0708
FY0809
45.3
44.7
44.8
22.2
21.6
20.5
66.7
67.5
68.3
8.0
8.0
8.0
10.0
0.0
Canadian Blood Services
Blood Service 2
FY0607
Blood Service 3
FY0708
Blood Service 5
FY0809
• Canadian Blood Services collects 45% of whole blood at fixed sites.
One blood service collects 2/3, one about 20% and one about 8%.
33
WB Avg Donation Time & Donor
Satisfaction
Donor Satisfaction Perms vs Mobiles
Average Donation Time (Minutes) - Perms vs Mobiles
50%
54
45%
52
40%
50
35%
48
30%
25%
46
20%
44
15%
42
10%
40
5%
0%
38
Perm
Mobile
FY0607
FY0708
FY0809
FY0910
Wait Times - Perms
Wait Times - Mobiles
March ‘09
Overall Satisfaction - Perms
June ‘09
Overall Satisfaction - Mobiles
Oct ‘09
• 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
34
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 Life
As 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 Learnings
Some 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
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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
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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
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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
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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
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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
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Discussion/Questions/Feedback/
Ideas
• Your fixed site/donor center recruitment
challenges?
• Your resolutions?
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