You can get blood out of a phone. Parade Direct Marketing proved
the truth of this when testing the effectiveness of telemarketing to
enroll new donors for the National Blood Service.
Not only does it promise to help solve the problem of shortages of blood
occurring in localised areas, but it shows how to recruit new donors
The trials were carried out in Ipswich and Cambridge from carefully
researched lists compiled in specific postcode areas. The prospects were
people in the 18-60 age group.
It called for sensitively designed talk guides since the dialogue
included initial screening against the risks of prospective donors being
carriers of such conditions as AIDS and hepatitis B. It was essential
that the operator should build trust and confidence before asking
Where there was uncertainty about medical suitability, prospects were
referred to a ’Donor Careline’. Those who passed the screening were
asked to attend a daily emergency session set up by the National Blood
Service. Those unable to attend immediately were asked if they would
attend a future donor session.
The target of 300 pledges at each location was met. In addition, 389
future pledges were obtained at Ipswich and 282 at Cambridge.