Telemarketing Awards 1997: New Business Leads - Winner: Client: National Blood Service, Agency: Parade Direct Marketing

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.

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

quickly.



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

medical questions.



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.



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