Get documents about "SUMMARY NOTES COMMUNITY LIAISON COMMITTEE - CALGARY CANADIAN BLOOD
Document Sample
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.
