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									                                     SUMMARY NOTES
                               CANADIAN BLOOD SERVICES

Summary notes for the meeting of the Community Liaison Committee of Canadian Blood
Services held at 737 13 Avenue S.W, Calgary, Alberta, on Thursday, February 20, 2003 at

Viki Jerke
Dr. Deirdre Jenkins
Dr. Norm Yee
Tokie Onoda
Matthew Hinshaw
Trevor Trinh
Dale Lobsinger

Dr. Dale Towns
Doris Kaufmann
Carey Boyarski
Lorna Tessier
Bev Campbell
Eileen Murtagh

Doug Caspar
Janene Hokansen
Christine Wandzura

I.         Opening Comments:

Ø      The Co-chair initiated a round table introduction of all participants in attendance and
       conducted a review of the meeting agenda.

II.        Review of CLC Terms of Reference

Ø      The Manager Public Involvement, explained the role of the Community Liaison Committees of
       Canadian Blood Services and reviewed the Terms of Reference with the participants.
       Calgary is the sixth region to establish a community liaison committee.
Ø      The Terms of Reference and the Summary of the meetings can be viewed on the CBS
       website at To access use the advanced search engine and type CLC.

III.       Introduction to CBS

Ø      The Centre Director gave a presentation outlining the history of the blood system in Canada,
       the mission, vision, values and structure of CBS, the transformation initiatives and the
       challenges that lie ahead for CBS. Included in the presentation was an overview of Alberta
       operations and the future roles of the two major blood centres in the province.
IV.       Donor Retention Presentation

Ø     The Director of Marketing gave a presentation outlining the CBS marketing strategy, including
      the major successes and challenges to date. Data was provided outlining donor attrition
      rates and recruitment targets to meet the 1,000,000 collection goal for 2005.

      For Discussion

1.    When a donor has given once, what factors influence the donor to return and donate again?
      Ø Round table discussion brought forward these comments:

      Factors that will influence a donor to return to donate:
          Ø A nurse told me “we are facing a shortage”. That motivated me to make an
              appointment to give again.
          Ø “Making the connection between my action and its impact is very important. When I
              get up out of the chair - the blood goes one way and I go the other and that’s that. I
              need to be reminded that what I did had an effect on someone elses life.”
          Ø Help the donor to feel proud of their personal achievement as a result of their
              donation – and they’ll come back in search for the ongoing sense of pride and
              community. Some people automatically make the connection between their donation
              and the recipient – while others need help making the connection.
          Ø I know the clinic will be coming to my building again in “X” months.

      Factors   that will influence a donor not to return:
          Ø     Takes too long 1.5 hours
          Ø     The clinic process is too open, not private enough
          Ø     Life is busy (not enough time) – intended to give again but just never got around to it.
          Ø     Convenience factor –
          Ø     Low predictability of clinic locations. Irregular clinic hours and constantly changing
                locations with irregular schedule is confusing. There’s too much effort involved in
                keeping track of opportunities to donate so I don’t.
          Ø     More accessible – widely publicized information regarding upcoming mobiles or more
                widely publicized information about “how to obtain information” about mobiles is
          Ø     Rewards do not encourage new donors, the rewards start later for more dedicated
          Ø     RECOMMENDATION BY CLC: Conduct research among lapse d donors and ask
                them “Why” they did not return. Find out directly from the source.

2.    What can CBS do to engage and retain active donors (prevent lapse)?
      Ø Train volunteers to provide information at refreshment area that motivates donors to
         return again. Volunteers want to contribute more than just coffee – they want to feel part
         of the process of recruitment.
      Ø Show video in refreshment area, Thank you from a Recipient. (Honoring Our Life Blood
      Ø Raise profile of clinics – more than just posters.
      Ø Provide more detailed information, let people know there is a shortage of blood products
         in Canada.
      Ø Pins and rewards don’t work on new donors – don’t even try.
      Ø Let the donor know that one donation can save up to four lives – and explain how this is
      Ø Heighten awareness of all the reasons that blood usage exists – more than just car
         accidents. i.e. cancer, gun shot (think police officer not the bad guys), burns, etc.
      Ø In-clinic emotional connection to recipients
      Ø Make a volunteer connection, let the donor know that they have just volunteered their
         time. Have the time recognized as Volunteer Time.
     Ø   Always ensure that the ask for blood is not on behalf of CBS, but is on behalf of the
         recipeint who needs the blood. Giving blood is an emotional connection – and “help CBS
         meet its collection taraget” is not motivating nor does it create an emotional connection or
         inspire donor participation.

3.   What helps you be a dedicated, regular donor?
        Constant connection/contact from CBS:
        Ø First time phone call that said Thank You and make sure everything was ok with the
            first donor experience.
        Ø Reminder Phone Call
        Ø Reminder Letter

         Customer Service:
         Ø Volunteer in refreshment asking how you are doing and can you come again, we
            need you to come again.
         Ø RECOMMENDATION BY CLC: Ask routine donors how they would like to be

The CLC volunteered marketing ideas that did not come under one of the three above topics.
      Ø A general poster for use by health care partners, targeting the public, should be
          developed to hang in a Doctor’s office, pharmacy or community health centre.
      Ø A laminated poster could be developed to hang in communities. CBS could call the
          community rep to change the dates or times of clinics on the posters or refer them to
      Ø CBS has asked Government to have June or November dedicated as Donor
          Awareness Month. UBMDR is also seeking a dedicated week.
      Ø Posters and other communications pieces in other languages will catch the eye of
          ethnic groups. Posters with clinic information and general blood information could be
          displayed in community halls etc. By communicating with cultural groups in their first
          language regarding the promotion of blood donation, does not create the expectation
          that they can be served by CBS in their own language. The presentation and
          presentation materials should clearly indicate that in order to donate a person must
          speak fluent English.

V.       Unrelated Bone Marrow Donor Registry Presentation

Ø    The Director UBMDR gave an overview presentation on the Unrelated Bone Marrow Donor
     Registry focusing the group’s discussion on the need for the registry to increase rarer HLA
     types, common to specific ethnic groups. Round table discussion was held to generate ideas
     on how to reach ethnic communites in Canada. The following points were put forward:
             Ø An awareness or general education program should be developed to support the
                 UBMDR. The use of ethnically diverse “poster children” may also help in
                 communicating the message.
             Ø Potential donors may not understand what Bone Marrow is or how it helps
                 patients thereby hindering communication of the need to join the registry.
             Ø General avoidance of the health care system by ethnic groups may be
                 hampering communication. Fear of hospitals and medical procedures is more
                 prominent in many ethnic groups and therefore needs to be recognized as one of
                 the barriers to ethnic recruiting.
             Ø Information booths could be set up at ethnic events or festivals, such as Chinese
                 New Year. Messaging that is delivered by a member of the community at a
                 community sponsored event is more likely to reach potential donors.
VI.        Future Topics for Discussion

The group would like to have discussions / presentations on the following:
           Ø Marketing to young donors and the education programs in High Schools. How is
               CBS targeting the youth market.
           Ø West Nile Virus initiatives
           Ø Tour of the Calgary facility from donation, through testing, to shipment of a unit.
           Ø The role of the volunteer in the clinic and the opportunity to have a donation
               recognized as volunteer time.

VII.       Review of NLC Terms of Reference & Selection of NLC Rep.

Ø      The Terms of Reference for the National Liaison Committee were reviewed. This document
       can be located on the CBS website.
Ø      The NLC meets three times per year in Ottawa. The first meeting for 2003 was held in
       February, the remaining two meetings are scheduled for June 23 and October 27. The
       October 27 meeting will include attendance at the Honouring Our Life Blood Ceremony in
       Ottawa and a half day meeting with the CBS Board of Directors.
Ø      Two volunteers are required to put their name forward for the NLC. The NLC will select one
       of the two names from the Calgary CLC to sit on the national committee. Tokie Onoda has
       volunteered as a candidate for the National Liaison Committee. A second volunteer has
       been requested.

VIII.      Selection of Co-Chair

Ø      Trevor Trinh expressed interest and will advise CBS of his decision.

Addendum to Meeting Notes

Ø      Trevor Thrinh has confirmed his interest in serving as co-chair and has offered to put his
       name forward as a possible representative to the NLC.

IX.        Next Meeting Date

Ø      The next meeting has been set for Thursday, May 1, 2003 at 4pm to 7pm.

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