Challenge
Due to the success of previous blood donation campaigns, the public believed there was a constant, urgent need for all blood types at all times. But in reality blood supply management is a complex balancing act; certain blood types are needed more than others at different periods. Our challenge was to help SNBTS reach the right donors at the right time, with a message that recognises the sensitivity of the subject as well as each donor’s journey.
Solution
We started by shaping a sophisticated data strategy to deliver personalised messaging, and created a segmentation model that took into consideration the complexities of donors’ individual relationships with SNBTS. This led us to our final strategy: right blood, right time.
By cross-referencing different donor life stages and blood types, we were then able to personalise our communications in up to 175 unique combinations. From first time donors whose blood type was urgently needed, to asking experienced donors to take a break, and every variation in between. We used advanced personalisation to really connect with the right people at the right time.
Our creative was as straight-forward as it was hard-working. Our redesigned call up letter allowed for increased personalisation and highlighted the donor’s blood type to really emphasise its importance. We also developed a programme of communications for new donors and made seasonal creative which could deal with the slow-down in donations around key holiday periods, to make sure that every drop of Scotland’s donated blood went to good use.
Result
By every measure, our campaign was a huge success.
2,596 fewer donors were required to meet demand, which meant the right blood was available at the right time. Considering an average blood donation costs £116, this effectively saved SNBTS around £300,000. Additionally, at a 45% response rate, our call up letter was 3 times more effective than the control letter, which showed we were appealing to new donors with the blood types most sorely needed. Marketing spend was even reduced by 14%.
In summary, we saved SNBTS time and money while they saved lives.