New Marketing Perspectives
Program Code: 103-RC
Saturday, October 23, 2004
10:30 AM to 12:00 PM (ET)

SPEAKERS
Louisa Duffy, New York Blood Center
Richard Miller-Murphy, MBA, New York Blood Center

DESCRIPTION
Marketing to donors and donor groups is not a new concept, but one that’s constantly evolving. As technology improves, new options become available. This session features several programs in place at the New York Blood Center. In simple terms that anyone can follow, participants will be led through samples of effective bulk email techniques, fun donor Web sites, animation, site links for information to specific donor groups and easily changeable templates that everyone can take home and use immediately! Next, the session will focus on promotional planning and techniques implemented in cooperation with external organizations that help blood centers increase donor frequency in their groups and in the broader community. Attendees will learn about the components of several campaigns including awareness ideas, education materials and outreach tactics.

OBJECTIVES

• Design and make FUN, animated donor emails (for bulk distribution) to post online for later use
• Create JPEGs (electronic pictures) of donor gifts for use in your emails by photographing actual gifts on your own with a cheap digital camera or by capturing gift photos from the Web site of your gift provider
• Design and create a fun, inexpensive donor Web site for posting your own donor photos, directions, drive announcements and gift offers. No HTML skills required
• Develop new concepts in marketing partnerships between blood centers and donor groups
• Cultivate community relationships with the target of self sufficiency

AUDIENCE
Managers/Supervisors

PROGRAM LEVEL
Intermediate