SUMMARY NOTES COMMUNITY LIAISON COMMITTEE - CALGARY CANADIAN BLOOD SERVICES Summary notes for the meeting of the Community Liaison Committee of Canadian Blood th Services held at 737 13 Avenue S.W, Calgary, Alberta, on Thursday, February 20, 2003 at 3:00pm. PRESENT: Viki Jerke Dr. Deirdre Jenkins Dr. Norm Yee Tokie Onoda Matthew Hinshaw Trevor Trinh Dale Lobsinger OBSERVING: Dr. Dale Towns Doris Kaufmann Carey Boyarski Lorna Tessier Bev Campbell Eileen Murtagh REGRETS: 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 www.bloodservices.ca. 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 needed. Ø Rewards do not encourage new donors, the rewards start later for more dedicated donors. 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 Video). 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 so. 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 contacted. 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 1-888-2-Donate. 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 th 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.