2011 winter drop

ADRP’s MISSION:

To provide education, development and resources for the donor recruitment professional.

Winter 2011

Inside this Issue:

2011 Conference

Highlights

Page 6

How Market Segmentation Can Win You Blood Donors

Pages 8-12

Smart Strategies for Reaching Diverse Groups 3

World Blood Donor Day Pages 14-15

Tools of the Trade Deadline Reminder

Page 17

Winter Buzz

Pages 18-20

New Human Blood Vessels Grown on a Scaffold

Page 21

The Blood in This Town

Pages 24-25

Upcoming Webinars Pages 26-27

Conference Focuses on Addressing Changing Industry and Challenges

Across the globe, blood center CEOs, recruitment supervisors, marketing managers as well as front line recruitment and collections staff are grappling with the changing industry.“Blood collection as we knew it has changed and the likelihood that this market will continue to transform and evolve is inevitable,” explains Kelly High, 2010-11 ADRP President. The challenges, she notes, are growing. They include a shrinking donor base, fluctuating demand, right-time, right-type, right-product recruitment, and the realignment of recruitment goals. High says that is why the ADRP Board of Directors and Conference Committee worked to develop the content for this year’s conference to share expertise and possible solutions in confronting these issues.

Highlights for this year’s conference include:• An expert industry panel that will address why the industry is changing and how recruitment professionals need to respond to these changes.• An expert vendor panel that will discuss how to successfully utilize technology, products and services to streamline center operations and improve efficiencies.• The launching of the Bob Fechner Leadership Series• Numerous other recruitment, collections and marketing topics.

Industry Panel The purpose of the panel discussion, which will also include interaction with the audience is to have attendees leave the session understanding why the blood centers are making the changes they are and how they as recruitment

YOUR ONE STOP SHOP FOR INFORMATION & NETWORKING!

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Please contact us for more information on the comprehensive range of solutions available for your needs.

Haemonetics Corporation 400 Wood Road

Braintree, Massachusetts, 02184800-225-5297

www.haemonetics.com

Haemonetics is a proud sponsor of the Association of Donor Recruitment Professionals.

Haemonetics, the global leader in blood management solutions, is committed to ensuring our customers' success – saving time, money, and lives. We partner with our customers to help collect the products they need, when they need them, in the most efficient manner possible. Our portfolio of blood management products, services and information technologies encompasses all facets of the blood supply chain, including recruitment, retention, automated component and whole blood collection, testing and delivery.

Copyright ©2009 Haemonetics Corporation. Haemonetics is a trademark or registered trademark of Haemonetics Corporation in the USA, other countries, or both. 01.2010 USA. COL-AD-000077 (AA)

Title (Continued from page 1)

ADRP’s VISION:We are the worldwide industry leader in the field of donor recruitment with an ongoing commitment to shaping international policies and standards and to develop marketing strategies and specialized resources for the donor recruitment profession. ADRP EXECUTIVE BOARDPresident Kelly HighDirector, CRM Business TransformationAmerican Red Cross National HeadquartersE-mail: [email protected] Immediate Past President John HaginsChief Executive OfficerAmerican Red Cross Alleghenies RegionE-mail: [email protected] President-Elect David GrahamVice President, Donor & Hospital ServicesCommunity Blood CenterE-mail: [email protected]

2011 ADRP CONFERENCE Your One-Stop-Shop

for Information

& Networking

Grass-Roots

Recruitment

Educating Tomorrow’s

Donors Today

Skills-Building Sessions

Connect on a

Global Level

Leadership for Results -

Bob Fechner

Leadership Series

Treasurer Charles MooreDirector, Recruitment Call CentersAmerican Red Cross Southeast DivisionE-mail: [email protected] Vice President Moira CarterNational Donor Services ManagerScottish National Blood Transfusion ServiceE-mail: [email protected] Vice President Joe RidleyExecutive Director, Regional OperationsCarter BloodCareE-mail: [email protected] Secretary Amy HutchDirector, Donor RecruitmentUnited Blood Services, Las VegasE-mail: [email protected] Executive Director Deb SwiftE-mail: [email protected]: 512.658.9414 the Drop is published quarterly. For editorial information or ad rates, please call 512.658.9414 or check out www.adrp.org.

professionals can operate most effectively in the current climate. High will facilitate the industry expert panel that consisting of:

• Bob Carden, President and CEO of Virginia Blood Services, and Dr. Merlyn Sayers, President and CEO of Carter BloodCare, who will both present the CEO perspective on change.• Dr. Moira Carter, National Donor Services Manager, Scottish Blood Transfusion Service, who will give an international perspective. Dr. Carter just completed an article for Transfusion Journal regarding this topic.• Paula Roberts, Corporate Director, Recruitment, Blood Systems, who will provide a system-wide perspective.• Jill Allen, Director of Donor Recruiment, American Red Cross, and Joyce Kleist, Director of Donor Recruitment, Carter

Continued on page 4

the Drop - ADRP’s Quarterly Newsletter Winter 2011 /

BloodCare, who will speak from the director level and address how to effectively manage teams through this time and keep recruiters effective and successful.

Vendor Sessions Industry leaders Haemonetics and CaridianBCT will lead a session on Thursday morning with their customer blood centers to demonstrate how to successfully utilize technology, products and services to streamline center operations and improve efficiencies. In addition, several vendors will be presenting several Tuesday pre-conference sessions.

These are free to members and include:Tuesday, May 17 / 1:30 – 3 p.m.

• Memorial Blood Center Tour • MacoPharma: How Knowing ABO Type on FTDs Provides Value AND Using EBV as the Means of Defining the Collection Volume AND Improving the Donor Experience• CardianBCT: Recruiting the Right Donors for the Products Needed Most

3:30 – 5 p.m.• Incept: Social Media Audit Toolkit Workshop• Talisman and HealthCare ID: Online Donor Health History – It’s Here, In Use, & 510(k) Cleared• CardianBCT: Focus Your Recruitment Efforts Leveraging CaridianBCT’s VISTA Software System• Haemonetics: From Donors to Drive Data: A Day in the Life of a Recruiter

Individuals who attend the Tuesday vendor sessions may attend the ADRP Wednesday morning pre-conference sessions for free. These sessions, which otherwise would cost $99 per attendee, are:Wednesday, May 18 / 8:30 a.m. – 12 pm.

• Building Effective Sponsor Relationships• Effective Sales• Innovations in Management: Development High Performers

Bob Fechner Leadership SeriesADRP will also launch the Bob Fechner Leadership Series at this conference. “In order to help build a future for our field, we also need to help develop future leaders,” says High. “Bob Fechner was totally committed to developing leaders within his division of the American Red Cross.” While at the helm of the Southeast Division, he created a Supervisor Academy, which focused on developing leaders. “Unfortunately, we lost Bob too soon. So, the ADRP Board of Directors decided to include leadership development sessions as part of the conference. To honor Bob’s support of the development of future leaders, education and his support of ADRP, the association established the Leadership Series in his honor.

This year’s sessions include:Preconference Session Wednesday, May 18, 8:30 am – 12 pmInnovations in Management: Developing High Performers

Conference SessionsThursday, May 198:30 – 10 am:Generational Leadership IS the Workplace

10:30 am – 12 pm:Teambuilding with an Edge: Empowering Others, Creating a Motivating Environment

1:30 – 3 pm:Leadership in the Midst of Chaos

Featured Speakers The conference will also have several distinguished speakers, High said. Dr. Jeffrey Chell from National Marrow Donor Program, will be a featured speaker in the Opening Session. Under Dr. Chell’s leadership, the number of adults registered as potential bone marrow donors has doubled to more than 7 million, and the number of transplants facilitated each year by the NMDP has tripled to nearly 5,000. Dr. Chell has also been instrumental in developing international partnerships to broaden the pool of potential donors available through its Be The Match RegistrySM. Dr. Manish Gandhi of Mayo Clinic will address attendees during the Awards Program on Friday morning. As the first and largest integrated, multidisciplinary group practice in the world, Mayo Clinic serves as a pioneer and innovator in medicine. Patients from throughout the world and all walks of life look to Mayo Clinic as a beacon of hope and healing. In the closing session, Lauren Larsen will share heartfelt stories and incredible examples of the ripple effect inherent in every blood donation. Additionally, she’ll share insights and examples of some of the best leadership practices she’s seen in action at all levels of blood banking, as well as from those who perform the transfusions, donate the blood and benefit from receiving it. Attendees who attend the session will receive a complimentary copy of Lauren’s new book, Zuzu’s Petals: A True Story of Second Chances, courtesy of Johnson and Johnson.

Host City Event ADRP conference attendees value conference receptions for the networking. To provide a final opportunity to share challenges and solutions, as well as provide a flavor of the musical history of Minneapolis, ADRP will be hosting an ‘80s Music Party at the closing reception.

A Plethora of SessionsThe conference will also include sessions that focus on:

• Grass-Roots Recruitment• Educating Tomorrow’s Donors Today• Specific Skills Building on Sales and Platelet Recruitment• Media Advocacy• Hospital Blood Center Operations

For additional information, download the conference program and register online at www.adrp.org.

/ the Drop - ADRP’s Quarterly Newsletter Winter 2011

2011 ADRP Conference Registration Form

PROVIDED COURTESY OF FENWAL & FRANCIS COMMUNICATIONSFREE SOUVENIR! Indicate size: X-Small Large Small X-Large Medium XX-Large

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Wednesday, May 181:30 – 3 p.m.Opening General Session Welcome by President Kelly High3:15 – 4:45 p.m.Recruitment Focused 12 Days of Giving -

Involving Your CommunitySkills Building Opening Doors to Closing Deals:

Recruitment Sales 101Featured Conference Session Solutions to Meet Centers Ever-Changing Needs5 – 6:30 p.m.Welcome Reception with

Sponsors and Exhibitors

Thursday, May 197:30 – 8:30 a.m.Breakfast with Exhibitors8:30 – 10 a.m.Recruitment Focused In Honor of Blood Drives/

Patient Specific Blood DrivesSkills Building Peter Piper Picked A Peck of

Pickled Peppers: Untwisting Public Affairs/Relations

Bob Fechner Leadership Series Radio, Television, VCR, iPhone Generational Difference IS the

WorkplaceVendor Sponsored Session Crafting Rightsizing Messages10:30 a.m. – 12 p.m.Recruitment Focused Si Se Puede: Latino Blood Drive

ProgramSkills Building The Progression of a PromotionBob Fechner Leadership Series

Teambuilding with an “Edge:” Empowering Others, Creating a

Motivating EnvironmentCertification Session Donor Metrics12 – 1:30 p.m.Buffet Lunch with Exhibitors1:30 – 3 p.m.Recruitment Focused 1-I Am Not a Volunteer 2-Kids, What Are They Good For?Skills Building Has Your Passion for Recruiting

“Gone With the Wind?”Bob Fechner Leadership Series

Leadership in the Midst of ChaosInternational Focus 1-Media Advocasy: Blood

Recruitment Case Study 2-Donor Challenges in Nigeria

Tuesday, May 17Sponsored Pre-Conference Sessions1:30 – 3 p.m. Memorial Blood Center Tour How Knowing ABO Type on FTDs Provides Value AND Using EBV as the Means of Defining the Collection Volume AND Improving the Donor Experience Recruiting the Right Donors for the Products Needed Most3:30 – 5 p.m. Social Media Audit Toolkit Workshop Online Donor Health History – It’s Here, In Use, & 510(k) Cleared Focus Your Recruitment Efforts Leveraging CaridianBCT’s VISTA Software System From Donors to Drive Data: A Day in the Life of a Recruiter

Wednesday, May 18ADRP Pre-Conference Sessions8:30 a.m. – 12 p.m.

Building Effective Sponsor Relationships Effective Sales Part 1 / Additional Training Through Webinars Innovations in Management: Developing High Performers

SESSIONS ARE FREE ONLY IF ATTENDING TUESDAY CORPORATE EDUCATION SESSIONS. CHECK THE CORRECT BOX:

Tues. & Wed. - FREE OF CHARGEWed. Only - Until April 15 - $99Wed. Only - After April 15 - $150

INDICATE SESSIONS & MEALS (REQUIRED)

1. COMPLETE YOUR CONTACT INFORMATION: Renew Your INDIVIDUAL Membership or Sign up for a CENTER Membership

3:30 – 5 p.m.Recruitment Focused 1-The Highs and Lows of

Social Media 2-IP Targeted Advertising to

Recruit Blood Donors OnlineSkills Building 1-Volunteer Advisory Councils 2-Leverage Results with Your

Local Chamber of CommerceInternational Focus DOMAINE: DOnor

MAnagement IN Europe

Friday, May 207:30 – 8:30 a.m.Breakfast with Exhibitors8:30 – 10 a.m.Awards Ceremony - General Session10:30 a.m. – 12 p.m.Recruitment Focused 1-High School H.E.R.O.

Initiative 2-Give a Little, Make a

Difference; Make Them Laugh 3-Boost Results by Enrolling

Young Heroes Skills Building 1-Grass Roots Recruitment 2-Are You a Giver?New Technology 1-Reaching Donors through

iPhone Applications 2-Building a Social Network

without FacebookInternational Focus DOMAINE Case Study:

Responding to Donor Base Changes

12 – 1:30 p.m.ADRP Membership Lunch2 – 3:30 p.m.Recruitment Focused 1-Sharing the Message: New Angles to Recruit 2-Jack-of-All Trades:

Succeeding in a Hospital-Based Blood CenterSkills Building Full Circle Platelet Recruitment

ProgramFeatured Conference Session Hot Topics Facing Our Industry3:30 – 5 p.m.Closing Keynote Session The George Bailey Effect Lauren Larsen

HOST CITY EVENT:Fri., May 20 – 6 to 9 p.m.80’s Party/Networking Session (per person)$15 x ____# of Tickets Prior to May 5$20 x ____ # of Tickets After May 5

FLASHDRIVES WITH HANDOUTS $15 Before May 5 $20 After May 5

CD OF DANIEL J. EBERTS FILM AND RADIO SUBMISSIONS $15 Before May 5 $20 After May 5

SIX-EVENT GUEST PASS $100 (see www.ADRP.org for included events)

Check # _______________

Make payable to ADRP: (Tax ID 73-1240873)

Credit Card: VISA MasterCard AmEx

Contact: ______________________________

Phone: _______________________________

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Follow Steps 1 through 8 to complete registration. By Mail: ADRP / P.O. Box 150790 / Austin, TX 78715 / By Fax: 866.498.6527

OR Register Online: www.adrp.org

1

From 1:30 p.m. Wed., May 18 – 9 p.m., Fri., May 20 ADRP Member Non-Member Until April 15 $450 $525 April 16-May 5 $500 $575 May 6 to Onsite $550 $625

Cancellation Deadline: Written notice of cancellation must be received by Friday, May 6, 2011. Cancellations will be charged a $50 cancellation fee. No cancellations for registrations received after May 6th. Substitutes for registrants will be accepted if the ADRP receives written notification postmarked or faxed no later than May 6, 2011.

Confirmations: Will be e-mailed upon receipt of registration payment. Call 512.658.9414 if you do not receive prompt confirmation.

2

$75 for INDIVIDUAL MEMBERSHIP Center Membership: Please contact [email protected] to learn how ADRP’s new CENTER MEMBERSHIP can offer discounts of up to $30 per individual member.

3 GET FREE EDUCATION ON TUESDAY, AT PRE-CONFERENCE SESSIONS Mark Choices Below:

4 REGISTER FOR THE CONFERENCE

5 6 INDICATE EXTRAS

T-SHIRT SIZE 7

8 PAYMENT INFO

Schedule at a Glance

Solution-Focused SessionsWed., May 18, 3:30 – 5 p.m.Solutions to Meet Centers’ Ever-Changing NeedsIndustry leaders Haemonetics and CaridianBCT will lead a session with their customer blood centers to demonstrate how to successfully utilize technology, products and services to streamline center operations and improve efficiencies.

Fri., May 20, 1:30 – 3 p.m.Industry Hot Topics PanelAs blood inventories remain strong and draw suppression continues, blood centers struggle with how to adapt recruitment. ADRP will hold an interactive Town Hall session designed to address the issues facing the industry and identify ways blood centers are overcoming these challenges.

NEW! Bob Fechner Leadership SeriesBob Fechner was a consummate leader who experienced great satisfaction from witnessing the successes of those he mentored. Unfortunately, the industry lost Bob too soon when he passed away in 2010. To honor Bob’s support of the development of future leaders, education and ADRP, the association has established a Leadership

Development Series in his honor. Be sure to attend these sessions designed for future managers and leaders.

Global Connections

Throughout its history, the strength of the ADRP Conference has been the sharing of knowledge. During this year’s conference, individuals from the continents of Europe and Africa will relate successful donor management practices that have global application.

Unique Closing KeynoteFri., May 20, 3:30 – 5 p.m.

The George Bailey Effect“Each man’s life touches so many other lives. When he isn’t around he leaves an awful hole, doesn’t he?”

- Clarence Oddbody, Angel Second Class

“It’s a Wonderful Life”In the closing session, Lauren Larsen will share heartfelt stories and incredible examples of the ripple effect inherent in every blood donation. Additionally, she’ll

share insights and examples of some of the best leadership practices she’s seen in action at all levels of blood banking, as well as from those who perform the transfusions, donate the blood and benefit from receiving it.

Attendees who attend the closing reception will receive a complimentary copy of Lauren’s new book, Zuzu’s Petals: A True Story of Second Chances.

Nu Media Success Stories

Blood centers need to adapt to new technology or risk getting left behind. Several ADRP sessions focus on cutting-edge technology being utilized successfully by blood centers.

2011 Conference Highlights

Events You Won’t Want to Miss!


Conference HotelHilton Minneapolis

1001 Marquette Ave. S. / Minneapolis, MN 55403Tel: 1-612-376-1000

ADRP Conference Rate: $140 Located in the heart of downtown, the exquisite Hilton Minneapolis hotel is an elegant Victorian brick building rising 25 stories above the city. It is connected by skyway to the Minneapolis Convention Center and adjacent to Orchestra Hall. The Guthrie Theatre, the Walker Art Center, shopping, and restaurants are within walking distance. Stunning Minneapolis skyline views and the latest amenities provide class and comfort for creating that ultimate retreat whether traveling for business or pleasure. Attendees can also take advantage of various hotel amenities, including the indoor heated swimming pool, whirlpool and sauna and the hotel fitness center.

Join us in Minneapolis, Minnesota!

REGISTER

TODAY!www.ADRP.org

80’sParty

The ’80s was a great, fun era when people experimented with fashion, music and technology. This energetic lifestyle combined with enthusiastic nostalgia is a perfect mix for any era-themed party.

So dress up, put your shoulder pads on, and prepare for an excellent time!

Purchase your ticket for $15 when registering for the conference. Guest tickets available.Tickets increase to $20 onsite, so purchase in advance!

Friday, May 206:00-9:00 p.m.

Hilton Minneapolis

Host City

Host City Reception

ADRP conference attendees value conference receptions for the networking. To provide a final opportunity to share challenges and solutions, as well as provide a flavor of the musical history of Minneapolis, ADRP will be hosting an ‘80s Music Party at the closing reception.

Join us as ADRP flashbacks to the ‘80s… break out your parachute pants and denim jackets, and show off your big hair and big shoulder pads. Attendees will love time-traveling back to an era where life was more carefree and colors were neon.

Purchase your ticket for $15 when registering online at www.adrp.org or buy onsite for $20.

Coke does it. Harley-Davidson does it. And some say the future of blood donor recruitment relies on it.

“It” is market segmentation. While it may sound like a complicated concept some MBA in a pinstriped suit dreamed up to talk about around a big boardroom table, it’s really a simple idea formulated around a basic concept ― human similarities.

Market Segmentation 101Market segmentation is the process by which

businesses divide their market, or potential customer base, into smaller groups of people with similar characteristics. One size rarely fits all, and one generic marketing message doesn’t produce the same return on investment as multiple messages tailored to various audiences’ particular needs and motivations.

In the world of blood donor recruitment, market segmentation means making the most of often-scarce resources such as donor recruitment professionals’ time and marketing budgets by creating tailored strategies for reaching different types of potential donors who have different reasons for donating blood. It allows blood centers to direct their efforts to the groups most likely to donate so they can maximize donations.

Gail-Anne Nothard, from the marketing division of the South African National Blood Service, has witnessed so much success with market segmentation that she wrote a paper about it: “Market Segmentation as a Means of Improving Recruitment/Retention of Donors and Brand Perception.” In it, she explains that the South African National Blood Service began market segmentation in 2007, when searching for a solution to the problem of an aging donor base.

The service divided its new target market ― young people aged 16 to 25 ― into three groups. It tailored its marketing themes to each of those groups with campaigns such as “Club 25,” which asked young blood donors to commit to donating 20 units by their 26th birthdays. “What’s your excuse?” was the theme of a poster and radio advertising campaign directed at those aged 20 to 25.

The result? An increase to the tune of nearly 33,000 donors between ages 16 and 25 from 2007 to 2009 ― a rise of about 28 percent in just two years.

How to Segment Blood DonorsTo be a true market segment, a group must share

certain characteristics. According to Nothard, people within the group must have the same needs, but those needs must be different from those of other groups, and members of the group must respond in a similar fashion to a market stimulus.

She bases her segmentation method on a top-down approach described by Wharton School of the University of Pennsylvania marketing professor George S. Day in his book, The Market-Driven Organization. Top-level segmentation involves dividing your market into two groups: active donors and lapsed donors (and the general public). That allows blood centers to focus on retention of the first group and recruitment of the latter, two very different strategies.

The objective of retention-based segmentation is to retain the most valuable donors: generally those with type O blood or those who are committed to giving blood. It’s also about turning new donors into committed donors, Nothard explains. Recruitment-based segmentation, on the other hand, is focused on developing activities or strategies that bring back lapsed but valuable donors such as those with type O blood, and convincing other eligible blood donation candidates to give blood.

Blood centers can further break down these two groups using demographics. Age is a key factor. “Each generation has its own characteristics,” Nothard explains. “So target market segmentation can usually be done by generations based on their belief systems.” For example, the “Silent Generation,” or those born between 1909 and 1945 are typically the most loyal donors. As a result blood centers don’t have to expend much in the way of resources to retain them as donors. However, this group is aging, and therefore many are no longer blood donation candidates, leaving centers in search of other groups to take their place. The most likely prospect? Today’s youth.

“The most important market segment for blood donation is the millennial or ‘Generation Next,’” Nothard says. Also called “Generation Y,” this group includes those born between 1982 and 2003. “They are our future donors, and they represent the largest segment of the population, so it is both important and worth spending resources on this segment,” she explains.

blood donors.

Divide and ConquerHow market segmentation can win you

By Amy Francisco


Other demographic categories that blood centers can use to further divide potential donors into market segments include ethnicity, education level and gender. All these characteristics affect the manner in which blood centers should interact with potential donors and how those targeted will respond to efforts to encourage them to give blood.

The third level of segmentation in blood donor recruitment is based on geography. Blood centers can divide potential donors into groups based on geographic factors such as region (down to the neighborhood level) and population density (urban vs. rural) so they can tailor their recruitment messages and their services for the maximum probability of return on investment. “Geographic factors not only affect promotional and advertising initiatives,” Nothard says, “but they also can help decide the optimum staffing required to ensure good customer service as well as the type of blood drives ― fixed centers vs. mobile drives.”

The fourth level of market segmentation involves individuals’ behavior toward blood donation, the reasons for which can often be traced back to their generations’ attitudes and expectations, Nothard says. The benefit a group perceives it reaps from donating blood is one factor at play here.

The final, and narrowest, categorization of potential donors is based on psychographic factors. This simply refers to the lifestyles of different groups, Nothard explains.

It divides people into groups by their preferred activities, interests, opinions, attitudes and values.

How to Reach Certain SegmentsBlood centers’ target market segments vary by location.

So centers should base their marketing strategies on their own donor bases, conducting surveys or other market research to determine their particular market segments. However, several groupings tend to be common among blood center donor pools.

Baby BoomersConvenience is at the top of the list of needs of this

loyal-donor market segment, according to Nothard. Making blood donation easy and fast is a must to retain this group of people born between 1946 and 1964; they are used to leading busy lives and working many hours. “Regular reminders to donate blood are generally sufficient to retain them,” Nothard says. “They also respond to emotional appeals as they feel a sense of duty to the community.”

Generation XersNothard says that this generation of people born

between 1965 and 1980 is a tough one to recruit and retain as blood donors in South Africa. She points to market research that characterizes Generation Xers as cynical and individualistic, with a “What’s in it for me?” attitude. “This is a costly segment to recruit and retain as they take a lot of convincing and incentives,” she explains.

However, success with this group seems to vary with a center’s location. Jim Tinker, division director of Donor

Recruitment and Community Relations at Hoxworth Blood Center in Cincinnati, Ohio, describes

Generation X as a healthy target audience for reintroducing blood donation.

“They have settled down in their personal and professional lives and are

more attuned to community needs,” he explains. “Having families makes the case for saving lives a much stronger message that resonates with them.” He recommends focusing messages to this group on lifesaving and convenience and using online marketing and niche cable television to send those messages to them.

MillennialsAt the top of every blood

center’s list of market segments should be the millennials due to

their youth, sheer numbers and willingness to give back, Nothard says.

“Millennials have a deep commitment to community and helping others, putting

this belief into action with community service activities,” she explains.


As a whole, the generation respects values such as honesty, fairness, openness (hence the success of social media), empathy and self-control, so efforts to recruit them should fall in line with those values. Millennials’ commitment to blood donation can also motivate their parents ― many of whom are Generation X ― to also give. Centers can divide millennials into subgroups based on age to better target their efforts.

High School-Age Millennials

The South African National Blood Service partnered with Youth Marketers in South Africa to survey students aged 16 and 17 on blood donation marketing. The students told researchers to make donating blood relevant to them by communicating to them on their level and using their preferred methods, such as social media. They said they would be moved to donate blood with true stories of blood donation that illustrate its impact as well as honest requests that clearly explain what is needed and why. These teens also said they would be more influenced by a radio DJ’s or celebrity’s endorsement of blood donation than a regular advertisement. And finally, they urged centers to choose sincerity over coolness, if the latter would seem forced or fake.

Half a planet away, the Northeast U.S. Blood Services Division of the American Red Cross incorporates several of these recommendations in its Music Saves Lives promotion, geared toward young adults. “We partner with an organization that works with a summer alternative music tour to offer VIP passes to donors who give at selected summer drives,” explains Patti Beamish Nagle, senior director of marketing and communications for the division.

“We promote the offering during the spring at high school and college drives, then do multi-channel direct marketing to promote these drives during the early summer. We partner with local alternative rock stations and distribute fliers throughout retail spaces frequented by the target audience.”

The result of this promotion, planned with the interests of young adults in mind, is that 24 percent of its resulting donors are between 16 and 21 years old, compared to 10 percent of donors in this age group for one of the division’s typical summer blood drives. And 46 percent of the young donors are first-time donors. “The moral of the story is to find something appealing to your market segment,” Nagle advises.

College-Level-Plus MillennialsWhen it comes to reaching college-age millennials,

Nothard points to Hardy Boys Advertising research that revealed the group doesn’t respond to promotions aimed

at recruiting high school students to donate blood. She encourages centers to target 19-to-25-year-olds differently than they do 15 to 18-year-olds. “The approach to marketing to post-school [college] students needs to be smarter, rather than spending vast amounts of ad spend [advertising dollars],” she says. She also recommends devising initiatives that encourage high school students to continue to donate once they go to college.

While Tinker’s center in Ohio doesn’t target college-age millennials as a separate market segment, he offers some advice for reaching those at the upper end of the generational grouping (ages 22 to early 30s), who are difficult to bring in due to what is typically a busy stage of

life. He advises centers to use online video and nudge audiences to view them, rather than sinking dollars into traditional media advertising that can be ignored with the use of a DVR.

He also recommends creating online photo galleries that capture blood drives and events in which young adults participate, and encouraging viewers to share the photos via Facebook. Finally, Tinker suggests replacing lapel pins with donor “badge” graphic files that young donors can post online, and he says it’s important to encourage these donors to spread the word among friends about the benefits of giving blood.

Younger MillennialsWhile they are not yet old enough to donate blood,

school-age children are the future of blood donation. Nothard recommends that centers use a fun, educational approach to exposing younger children to the importance of giving blood. “Approach schools and request a session during science classes to explain blood and its components, and at the same time tell them how blood donors save lives,” she says.

“Approach schools and request a session during science classes to explain blood and its components, and at the same time tell them how blood donors save lives.”


GenderGender is the least important market segment, Nothard

says. However, she notes that centers may find it an effective way to group potential donors when promoting events centered around holidays geared toward men or women, such as Mother’s or Father’s Day, or when citing the need for blood at childbirth as a reason to donate.

Ethnic GroupsBlood centers in different parts of the world have

different ethnic and cultural market segments depending on their location. Nothard emphasizes the importance of respecting each group’s culture and values and tailoring promotional materials to the specific group.

“In the Muslim community, it would be advisable to meet with community leaders to discuss a partnership so that the influence to donate blood would come from the leaders,” she says. The Indian community, she explains, has an inherent community influence, and the Sai Baba movement emphasizes “liquid love,” so blood donation is an important part of their community work. Black communities’ cultural norms vary by country and even region, as do Hispanic and Asian communities, depending on their country of origin and religious backgrounds.

Carla Fields, donor recruitment director for United Blood Services in Arizona, has a diversity program that targets Hispanics. “The Hispanic community represents a substantial portion of the population in certain areas serviced by United Blood Services,” she says, “but as blood donors, this group is underrepresented as a percent of their population compared to the total population. Our Diversity Outreach Program is built on bilateral and bilingual education and communication in order to make appropriate accommodations that reach beyond language and myth-busting toward deeper cultural understanding, such as offering opportunities for family members to attend

blood drives. We aim to encourage participation with our lifesaving mission by offering donor recruitment programs that address the unique needs of this ethnic group by providing a donation environment and experience that are sensitive to their cultural diversity.”

Blood Centers of the Pacific (BCP), based in San Francisco, has outreach efforts specific to Asian Americans and African Americans. Through focus groups, BCP staff learned they had to address the Asian American community’s concern with safety, and they needed to highlight Asian Americans helped by blood donation. “We addressed both of these in our marketing campaign by using the term ‘safe’ often and highlighting images of Asian Americans,” explains Lisa Bloch, director of communications. “We also learned we needed to produce marketing materials in Chinese.”

As it launches its outreach to African Americans, Blood Centers of the Pacific will stress safety and trustworthiness, Bloch says. “We are also highlighting how special African American donors are, in that they alone have the power to help kids with certain diseases like sickle cell,” she explains. “We’re also working more with African American churches, as the community places a lot of trust in them.”

It is important to respect each group’s culture and values and tailor promotional materials to the specific group.

Provide a donation environment that is sensitive to their cultural diversity.


Blood TypeCarol Brugman, marketing and communications

specialist with Blood Systems’ Corporate Donor Recruitment Department, says that Blood Systems has recently begun a more comprehensive, organization-wide effort to target O-negative blood donors as a market segment. “Because O-negative blood is always in demand, we’ve fine-tuned our efforts to communicate more effectively with tailored messages to this special group of donors.”

United Blood Services in Arizona has launched a separate, yet complementary initiative in its MAX Donor Program, which educates donors on the blood components that are most needed each day based on current patient need, the blood supply, donor blood types and factors such as donor height and weight.

MAX donors agree to make an automated MAX donation, which takes 40 to 90 minutes longer than a whole blood donation. Type O-negative donors go in for “Power Red” or red cell donation, while types A-positive, B-positive and O-positive give “Platelets Plus,” for example.


Although blood centers are not in the business of turning a profit, they can learn a thing or two from the for-profit world when it comes to interacting with their targeted market segments. Kelly McDonald, marketing consultant, speaker and author of the new book How to Market to People Not Like You: ‘Know It or Blow It’ Rules for Reaching Diverse Customers, offered ADRP members these nine strategies during her presentation at the 2010 ADRP Conference.

1. Be relevant. Identify what people want, then give it to them. McDonald gave the example of the difference between the Target and Kmart brands, saying that Target elevates itself with a “style on a budget” marketing strategy, offering customers “value with dignity.” How do you find out what your market segments want? “Ask them!” McDonald says. “Most people will tell you!”

2. Be authentic. This requires getting to know your potential donors and getting involved in their lives. The goal is to get the details right so that your message is perceived as genuine. McDonald used the example of bridal store advertising featuring Indian women who weren’t wearing the traditional henna tattoos worn during wedding ceremonies. If your message doesn’t appear authentic, your target audience isn’t going to trust it.

3. Build your infrastructure. If you sell it, they will come ― so you better be ready to provide the services the target market expects. “If a blood center wants to tap into the Hispanic market, it can’t just slap some brochures together in Spanish and call it a day,” McDonald says. “What’s going to happen when Spanish-speaking people show up and center staff don’t speak Spanish? Whatever welcome mat you put out, the experience has to match the expectations it creates.”

4. Know thy target. Match your marketing efforts to the needs and characteristics of your market segment. McDonald told this story of a marketing fail: A wireless telephone company ran Cinco de Mayo-themed ads in Miami, where the Hispanic population has mostly Cuban ― not Mexican ― roots. AT&T was smarter, however, according to McDonald, when the company paired up with Bank of America in the San Francisco area, which has a large Asian population, offering a prepaid calling card for calls to Asia with the opening of a checking account.

5. Tap into values. Create messages and marketing initiatives that speak to your market segment’s attitudes and ideals. McDonald offered the

example of a Key West tourism advertising campaign designed for the gay and lesbian community that sent the message that they would find Key West to be a welcoming and comfortable vacation hotspot.

6. Be true to your values. “Don’t do anything insincere. Consumers can smell that,” McDonald warns. She recommends making sure your center’s staff ― from the top management to those who interact with the donors on a daily basis ― will be able to follow through with any promises your marketing efforts make. This requires that those making strategic decisions know their staff as well as their target markets.

7. Train for cultural sensitivity. If any of your targeted market segments are based on cultural or ethnic characteristics, study up on the customs and social mores of the group so you’re certain you don’t do anything to offend them.

8. Recognize different needs. This is simply about giving your customers or potential donors what they want or need. McDonald’s examples included face-to-face interaction for older people vs. online communication with younger people. “Each of those customer groups would describe their preferred means of communication as ‘non-negotiable,’” McDonald says.

9. Be fearless. Don’t be afraid to take chances when you know a move is right for your center. McDonald used the story of Harley-Davidson to prove her point. When faced with a struggle to sell expensive and nonessential products in a down economy, the company made a gutsy move to reach out to a specific type of woman: confident, bold and adventurous. Harley did it in a smart way, offering riding lessons, a fashion show and even pole-dancing lessons. “Whoever suggested that was fearless,” McDonald explains. “It also took fearless management to approve that idea. If you know something is right, stick to your guns and be fearless. Great ideas often die because they’re perceived to be too weird.”

Smart Strategies for Reaching Diverse Groups


More blood. More life. The theme for World Blood Donor Day 2011 is, “More blood. More life.” This theme reinforces the urgent need for more people all over the world to become lifesavers by volunteering to donate blood regularly. On 14 June 2011, countries worldwide will celebrate World Blood Donor Day with events to raise awareness of the need for safe blood and blood products and to thank voluntary unpaid blood donors for their lifesaving gifts of blood. Today, 62 countries have blood transfusion services based entirely on voluntary blood donation, up from 39 in 2002. In line with the 2009 Melbourne Declaration, which calls on countries to achieve 100 percent voluntary unpaid blood donation by the year 2020, World Blood Donor Day aims to increase blood donation by:

• Creating wider awareness of the vital role of blood transfusion in saving lives and improving the health of millions of people each year

• Motivating more individuals to become regular voluntary unpaid blood donors to ensure sufficient stocks of blood to meet national requirements, even in emergency situations

• Recognizing regular voluntary unpaid donors as public health role models; it is because they lead healthy lifestyles and are regularly screened that they are able to donate blood regularly.

Paint the World Red The scope of World Blood Donor Day events increases every year in recognition of the selfless individuals who donate their blood for people they will never meet. In 2010, countries in every part of the world celebrated with donor appreciation ceremonies, social networking campaigns, special media broadcasts and free musical and artistic events for young people. Many countries gathered a group of people wearing red into the shape of a giant blood drop (the “human blood drop”). Support from government leaders, royalty and celebrities, along with diverse community-based and youth-oriented activities, all contributed to the festivities. This year, WHO and partners are encouraging communities in every country to join the World Blood Donor Day campaign and “Paint the world red,” whether by symbolically coloring, covering or lighting monuments, popular landmarks and buildings in red; staging artistic, cultural or musical events with a red-colored theme; or forming a “human blood drop” in prominent public places. Each year, a host country is identified for a global event that provides the focus for an international publicity campaign. The event is also designed to support national blood transfusion services, blood donor organizations and other nongovernmental organizations in strengthening and expanding their voluntary blood donor programs and to reinforce regional, national and local campaigns. The 2011 global event will take place in Buenos Aires, Argentina, hosted by the Government of Argentina. Over the coming months, the WHO World Blood Donor Day web page (www.who.int/worldblooddonorday) will present more information and promotional materials as well as additional resources

World Blood Donor Day, 14 June 2011

Announcing


in different languages, including details about World Blood Donor Day news and events. You are invited to contribute by sharing your ideas, resource materials and plans for activities through this website.

Growing Need for Safe Blood The need for safe and secure supplies of blood and blood products is universal. Worldwide, at least 90 million units of blood are donated each year to save lives and improve health. However, demand for blood for transfusion continues to increase, and many countries cannot meet existing needs. In many regions, this means inadequate supplies to replace blood lost in childbirth (a major cause of maternal deaths) and to treat anemia that threatens the lives of children who have malaria or are undernourished. Everywhere, blood and blood products are needed for routine and emergency surgery, including lifesaving treatment for growing numbers of people injured in road traffic accidents, and for treating congenital blood disorders. Globally, more than 70 countries have blood donation rates less than what is generally considered necessary to meet a nation’s basic requirements for blood, namely 1 percent of the population; the requirements are higher in countries with advanced health care systems. Even countries with higher donation rates often struggle to maintain blood stocks that are sufficient to meet the requirements for a range of increasingly sophisticated medical and surgical procedures. A stable base of voluntary unpaid blood donors who give regularly is the foundation of a safe and adequate blood supply. In addition, evidence shows that voluntary donors are at lower risk of transmitting life-threatening infections such as HIV, hepatitis B and hepatitis C through their blood than family and replacement donors and, especially, paid donors.

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ADRP_winter_PrelimAd_8.375x10.875_V4.indd 1 3/14/11 4:48 PM

Share your blood center’s printed recruitment materials with fellow ADRP members! Trade information with conference attendees about promotional campaign materials during a special Tools of the Trade Reception on Wednesday, May 18 from.

During the conference, materials will be judged by the ADRP Awards Committee and attendees. The committee will present first-place ribbons and certificates during the conference.

All winners will be listed in the Drop as well as on the ADRP website.

All submissions are the property of ADRP and will be displayed during the ADRP conference for members to view and take pictures.

Mail your completed submission form and materials to:

Deb SwiftPO Box 150790

Austin, TX 78715or overnight to

8700 Manchaca Road, Suite 602

Austin, TX 78748

Questions, call 512.658.9414 or email [email protected].

Submission form and eligibility criteria can also be viewed on the ADRP website, www.adrp.org/awards-and-scholarships.

Enter your submissions for the 2011Tools of the Trade Awards

Deadline: May 6, 2011


Red Cross Runs Bleedup(Reprinted from Wichita Business Journal) To some business and nonprofit leaders involved in social media, a tweetup is nothing new. But a bleedup? The local American Red Cross chapter is trying it out. A tweetup is an event where people who know each other from Twitter meet in real life. The Red Cross’ bleedup is the same thing, except that they also give blood, says Jennifer Keller, communications manager for the American Red Cross Blood Services-Central Plains Region (@JenniferLKeller on Twitter). The @RedCrossKansas and other local nonprofits have been jumping into social media lately, and Keller says one big reason is cost — or lack thereof. “You invest your time, but it’s free in that you’re not paying to place ads,” she says. She adds she’s been considering the idea of a bleedup for a while, and that she finally reached a “tipping point” of being connected to enough influential people on Twitter that she felt like the event would succeed. One of them is J.D. Patton, director of interactive brands at Armstrong|Shank|Shank ad agency and a

leader in DigitalICT, an informal group of Wichitans involved in digital technology and social media. Patton says Armstrong|Shank, which is celebrating 30 years in business with 30 good deeds this year, is partnering with the Red Cross by giving blood and providing volunteers to the bleedup. The event fits well with his DigitalICT involvement, too, he says. “We’ve been trying to get that group more community-involved, and this is one of the first things that came to mind,” Patton says. It’s not the Red Cross’ first venture into social media. The national organization recently established a badge that members of the Foursquare social network can earn by donating blood.

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Utah Legislature Seeks to Lower Minimum Donor Age The Utah Legislature is seeking to lower the minimum donor age from 17 to 16 this session by passing HB64, sponsored by Rep. Stephen Handy, R-Layton. Parental consent for underage donation would still be required. “We need to generate a new generation of donors,” said Steven Hansen, a spokesman for MountainStar Blood Services, located in Ogden. He hopes Utah will join 39 other states that already allow 16-year-olds to donate blood.

New Minimum age on horizon: from 17 to 16


Coach Donates Kidney to Player

Wake Forest baseball coach Tom Walter who donated a kidney to one of his players is a reminder not only of the depth of some people’s generosity but also of the need for more tissue donation to serve African Americans and other under-represented minority groups.

Walter donated a kidney to Kevin Jordan, 19, after Jordan became ill from a disease called anti-neutrophil cytoplasmic autoantibody vasculitis. Jordan, an African American, was undergoing kidney dialysis while in search of a donor kidney. His relatives were not matches for donation. Although his coach is white, Walter was a match. Typically, people are more likely to find a donor match from someone of their own race or ethnicity.

African Americans have a much harder time finding donor organs and donor bone marrow. Nordstrom Inc. ran a campaign this month to raise awareness of the need for more African American marrow and umbilical cord blood donors. For every person who joins the “Be the Match Registry” as a potential marrow donor, Nordstrom covered the $100 registry cost.

Blood Drive Raises Awareness of Heart Ailments in Children

Melissa Koinzan and Rene Harrell are out for blood. About 250 pints, to be precise.

Koinzan and Harrell are among the founding members of Mended Little Hearts of Colorado Springs, a three-month-old nonprofit that’s working to raise awareness about congenital heart defects in children and support parents of kids born with a CHD. Because about 50 percent of hospital blood transfusions go to children with congenital heart disease, they say, their group wanted to do something to give

back.Their education coordinator, Mary Berry, came up with the idea for an annual community blood

drive, and in a few short months, the group pulled its first one together with cooperation from both Memorial Health System and Penrose-St. Francis Health Services.

Congenital heart defects are the most common type of birth defect in the U.S., and nearly twice as many children die from one than from all types of childhood cancers combined, according to Mended Little Hearts. About 36,000 babies are born with a CHD each year in the U.S.

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Service To Sell Surplus Plasma (Reprinted from Western Mail)

Discarded blood plasma can be sold to raise funds for NHS transfusion services in Wales, Health Minister Edwina Hart has said.

The Welsh Blood Service estimates that up to 16,000 litres could be sold each year, resulting in an annual saving of £300,000 to £400,000.

Under Government rules, most plasma – which makes up about 55 percent of total blood volume – has to be disposed of. But Labour minister Hart has ruled that both NHS Blood & Transplant and the Welsh Blood Service can sell off discarded plasma for non-clinical use.

The sale of the products would not compromise the supply of blood but the plasma could be processed into reagents used to provide hospital testing technology.

The Welsh Blood Service has safeguards in place to ensure that the products can only be used for ethical purposes. As most diagnostic companies operate worldwide it is expected that products made from the plasma could be sold abroad.

All revenue generated will go towards cutting the costs of blood transfusion services in Wales.

Coronary bypass surgery is one of the most common surgical procedures performed in the United States. Currently, the procedure involves taking arteries or veins from other parts of the patient’s body—typically a vein from the leg or an artery from the chest or wrist and attaching it above and below the clogged area, which allows blood to bypass the blockage. Some patients require more than one bypass.

Patients who do not have suitable veins or arteries for this procedure can be given artificial blood vessels. These vessels, however, tend to clog easily and can result in infection.

The new technique for making blood vessels involves harvesting random donor cells from human tissue. These cells are used to grow collagen (a protein) on a biodegradable infrastructure or “scaffold” composed of a polymer. Once the scaffold dissolves, it leaves behind fully developed blood vessels.

The original human cells are washed away from these vessels so they are unlikely to be rejected by the recipient. These new blood vessels can be safely stored in refrigeration in a saline solution for up to one year without becoming clogged or losing their elasticity or strength.

Experiments using these new blood vessels in baboons have revealed that not only are they

capable of fully restoring blood flow, they also showed no sign of thickening or clogging six months after they were implanted, which indicates they could be effective for the long term.

Using current methods, five to 10 percent of coronary artery bypass graft surgeries fail within one year. Over the long term, symptoms recur in three to four percent of patients per year. Five-year survival expectancy is 90 percent, at 10 years it is 85 percent, and at 20 years, about 40 percent.

According to Dr. Alan Kypson at East Carolina University and a co-author of the new study, although grafting a patient’s own veins is still the gold standard for coronary bypass, “harvesting a vein from the patient’s leg can lead to complications, and for patients who don’t have suitable veins, the bioengineered veins could serve as an important new way to provide a coronary bypass.”

Introduction of these new blood vessels made from donor human tissue “could serve as an important new way to provide a coronary bypass,” noted Kypson. They may also prove to be useful in kidney dialysis patients whose blood vessels become damaged by treatment. Much research, including clinical trials, remains to be done before these new blood vessels find their way to a refrigerator in a hospital near you.

New Human Blood Vessels Grown on a Scaffold


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Medline Blood Donation Kits Save Time and Reduce Waste

The Health Resources and Services Administration (HRSA) launched a new, improved organdonor.gov web-site on the occasion of National Donor Day, February 14, 2011. Organdonor.gov features new and expanded content, interactive segments and video presentations. The site incorporates stories about people who have been touched by organ, eye, and tissue donation and features the experiences of donor families, living donors, transplant recipients and professionals in the field of organ donation and transplantation. The new site includes important information for the public to learn what they need to do to sign up to become a donor in their own state. "National Donor Day is a time to reflect on the great need for donated organs, eyes, blood stem cells, tissues and blood," said HRSA Administrator Mary K. Wakefield. "With these improvements to organdonor.gov, we hope to make a difference by making a stronger case to the public regarding the importance of donation - while arming them with good material they can use to make an informed choice." Officials at HRSA also announced that America's hospitals have collectively reached the 75 percent mark in the Organ Donation Breakthrough Collaborative donor conversion rate. The agency has worked with nearly 1,000 hospitals, transplant centers, and organ procurement organizations nationwide to help improve the figure, which represents the proportion of deaths having the potential for donation that result in organ donation. Seven years ago, when HRSA launched this intensive, collaborative model to share and embed best practices for donation and transplantation, the rate was 54.4 percent. "At no time has the need for donation been greater. With more than 110,000 people awaiting a life-saving organ and nearly 15,000 people needing

bone marrow or cord blood transplants, Americans can be public health heroes by donating the gift of health," noted HHS Assistant Secretary for Health Dr. Howard Koh. HRSA suggested several actions for people to observe National Donor Day:

• Register with your State Donor Registry and make sure your family knows you want to be a donor. Visit www.organdonor.gov for more information.

• Sign-up on "Be the Match," the national registry of potential volunteer marrow and blood stem cell donors. Visit www.marrow.org for more information.

• Learn how you can donate your baby's umbilical cord blood stem cells at birth. Visit www.marrow.org for more information.

• Donate blood. To find your local blood center and learn more about blood donation, please visit www.americasblood.org or www.redcrossblood.org.

HRSA provides Federal oversight and support for the nation's organ donation and transplantation network. For more information, please visit www.organdonor.gov. The agency also provides Federal oversight and support for bone marrow and cord blood donation and transplantation. For more information, please visit http://bloodcell.transplant.hrsa.gov. The Health Resources and Services Administration is part

Share Your National Donor Day Activities

If you have stories, photos or items from your National Donor

Day Activities that you would like to share with ADRP members, email

them to [email protected] or upload them to

www.adrp.org/upload.

HRSA Launches New Website To Celebrate National Donor Day

of the U.S. Department of Health and Human Services. HRSA is the primary Federal agency responsible for improving access to health care services for people who are uninsured, isolated or medically vulnerable. For more information about HRSA and its programs, visit www.hrsa.gov.

©bloodbankpartners.com

Good things happen when donors are convinced their blood donations

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A 95-minute documentary, "The Blood in this Town," chronicles Rutland's drive to revitalize itself during America's deep economic crisis. The film uses the town's record-breaking Gift-of-Life Marathon blood drive to explore how a struggling, post-industrial town can revive itself from the grassroots up.

From initiatives like the Rutland Creative Economy and the creation of a year-round Farmers' Market to entrepreneurial startups and the building of a world-class trail system in Pine Hill Park, Rutland shows how a community's determination and true-grit creativity can provide a way forward for thousands of struggling towns across America.

"The film shows sides of Rutland that many people may not even realize exist," said Director Art Jones.

“Rutland, despite some big challenges, has an amazing range of imaginative, energetic people who are not waiting around for change to come to them. More and more, they are uniting, putting political and other differences aside to work together for the good of the town. That’s something this nation as a whole can learn from, and should know about.”

Jones added, “Parts of the film will surprise, maybe even shock local people. Yet in many ways, Rutland is shattering expectations of what a small town can do. Ultimately it’s a story of spirit and determination.”

The Blood in This Town

The documentary was filmed over seven months, from December 2009 to the summer of 2010, covering the day-long action of last year's dramatic Gift-Of-Life Marathon, a range of dynamic


community initiatives and day-to-day life in town. The film was crafted from over 52 hours of footage and 40 individual interviews.

The Gift-of-Life Marathon, organized by Central Vermont Public Service and WJJR-FM, is more than just a blood drive. While it has twice broken the New England record for single-day blood donations, it is also a rallying point for the greater Rutland Community, a block party focused on community giving and revival. From school children to churches, businesses to non profits, the community has made the event a central focus of the holiday season, in the process helping to save thousands of lives in the marathon's seven-year run. The 2010 Gift-of-Life Marathon is gearing up to recapture its New England record, which was broken by a Boston blood drive at Fenway Park on Sept. 11.

"We started the film with a focus on the blood drive, but that became an

allegory for the larger story of Rutland," Jones said. "There’s a blueprint for revival talking shape here, and our hope is that “The Blood in this Town,” can help bring Rutland’s drive-to-revitalize to the nation’s attention.”

The film was made by Art Jones of Great Jones Productions in New York. Jones is a veteran filmmaker who began his work in documentaries on PBS's "Frontline" in the 1980s. Since 1991, he has headed Great Jones Productions - writing, directing

and producing documentary-based films for a host

of educational, cultural and corporate clients, including IBM, Merck, YMCA and Time Warner

– thereby creating a funding engine for the

development of documentary and narrative films.

His three prior theatrical films - "Dodgeball," "Going Nomad" and "Lustre" have received nationwide acclaim and release, first playing in the Tribeca, Hamptons, SXSW, and Cinequest Film Festivals. His films have been broadcast on PBS, HBO, the BBC and ARTE.

Looking to the future, Jones aims to bring "The Blood in this Town" to a range of national and international film festivals, en route to the eventual goal of theatrical release and national broadcast via outlets such as PBS, the Sundance and Independent Film Channels.

The film's website is www.bloodinthistown.com.

There’s a blueprint for revival talking shape here, and our hope is that “The Blood in this Town,” can help bring Rutland’s drive-to-revitalize to the nation’s attention.”


Upcoming Webinars

Get professional development and education delivered to your desk every month by participating in ADRP webinars. These webinars are offered free of charge to ADRP members. Interact with ADRP members and get the information you need to boost donations, streamline operations and increase your efficiencies.

There’s More to It Than Money: Motivating Call Center Employees Wednesday March 23 / 2 pm CSTSpeaker: Chuck MooreDirector, Recruitment Call CentersAmerican Red Cross Southeast Division Biomedical Services The demands faced by industry world wide in this new economy are now evident in blood banking. Never has our industry been so cost-conscious. Centers are expected to develop higher-performing employees and to retain them longer. This session will address the persistent issue of maintaining highly motivated telerecruitment staff. We will explore various components of staff morale, some of which may seem insignificant on first thought. Starting with the physical context in which work is performed and progressing to the intangible aspects of motivation, participants will find that ideas for the Call Center have wide-spread applications.

How To Make Over 50% of Your Monthly Collections Type O!Thursday, April 13 / 1 pm CSTSpeakers: Amy Calhoun Regional Business Development Manager American Red Cross-Mid Atlantic Region Speaker: Kristen Hatfield Regional Communications Manager American Red Cross-Mid Atlantic RegionThis presentation will share creative and new ideas to recruit Blood Type O donors. It will cover a strong Type O donor program that incorporates how to recruit lapsed O donors and a few different and fun ideas to get these donors coming back every 56 days. There is also a double red companion

piece. The results of the combined efforts of these initiatives will be shared with participants. The overall results include 53 percent of blood type O collected monthly. The speakers will share several techniques and materials.

Tapping Into Those Varsity Veins Wednesday, June 15 / 1 pm CSTSpeaker: Caryna Wilding Community Development Coordinator Canadian Blood Services Canadian recruiters have been successful in building loyalty among young donors despite these restrictions and have created a powerful and unique set of best practices that focus on motivating youth to adopt blood donation as their social mission. Learn how this existing program has been adapted and utilized in the College/University environment to stabilize collections and encourage students to donate as a team.

Hot Topics in Recruitment Wednesday, July 27 / 1 pm CSTSpeaker: Diane Wolf Manager Donor Recruitment United Blood Services Join us for an ADRP’s “real world” tools webinars. Ask a panel of experts those difficult ‘how to’ questions. From how to recruit in difficult times…to how to increase penetration rates…to how to tell donors no…hear about best practices in recruitment.

Partnering with the Military to Achieve Goals Wednesday, August 10 / 2 pm CSTSpeaker: Marty RickerRecruiter SupervisorArmed Services Blood ProgramAttend this webinar to obtain a better understanding of the Armed Services Blood Program (ASBP) and how fostering a partnership with the ASBP can help your blood center overcome recruiting challenges.

Announcing 2011 Webinar Schedule for Members


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Experience ADRPTap into Education and a Chance to Elevate Your Career

Through our Awards and Scholarship Program.

Go to www.adrp.org for more detailed information.

Date Title

March 23 (Wed.) There’s More to It Than Money: Motivating Call Center Employees

April, 13 (Wed.) How To Make Over 50% of Your Monthly Collections Type O!

June 15 (Wed.) Tapping Into Those Varsity Veins

July 27 (Wed.) Hot Topics in Recruitment

Aug. 10 (Wed.) Partnering with the Military to Achieve Goals

Sept. 14 (Wed.) How Filling Out a Form Can Get You to the ADRP Conference

Webinar Schedule

Webinars


Conference Invitation

REGISTER TODAY!www.ADRP.org

Special Thanks to Our Platinum Sponsors!

American Red CrossHAEMONETICS

Diamond Sponsors!CaridianBCT

MedlineOklahoma Blood Institute

Gold Sponsors! Silver Sponsors!Donor Dialogue

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Whole Blood | Platelets | Rare Donors | Sickle Cell | Apheresis

2011 winter drop

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