KidzKare™

Targeted Recruitment of New Blood Donors Through Elementary and

Middle School Students

Our Programs• Blood Services:

Serving 30 + hospitals in NJ & NY

4 Donor Centers

Collections 2008:

44,244–Red Cells

8,581–Platelets• Programs:

The HLA Registry

Stem Cell Division: New Jersey Cord Blood Bank and Elie Katz Umbilical Cord Blood Program

• Aging donor base • Under-representation in donors age 35-44 and

45-54*• Increase % of first time donors

* Marketing survey by America’s Blood Centers1 concluded:– Most desirable demographic blood donor groups 35-44 year olds and 45-

54 year olds

– 1 ABC Marketing Campaign Survey Results December 2005-January 2006 #17

Our Challenges

KidzKare Program • Elementary/middle school sponsored blood drive• Educational presentations: students, faculty and

school administrators• Blood drive supervision: teacher, school nurse,

librarian • Student participation: individual or class project• Recruitment• Presentation of books

KidzKare Strategy• Letter and Email Campaign:

– Board of Education– Superintendent– Principal– School Librarian– PTA/PTO

• Attend Teachers Conferences/Health Fairs• Presentations: Rotary/Chamber/health & science class • Press Releases, photos – pitch to radio/cable station/print

media• Website/dedicated page highlighting school participation,

links

Recruitment/Educational Materials

• Sign up sheet

• Poster/flyer

• Facts about blood donation

• Poster contest

• Recognition

May 2009 - Interactive Game Board

Tappan Zee Elementary SchoolRegistered Donors 22First Time Donors 20

Hawes Elementary School Registered Donors 20 First Time Donors 14

KidzKare Benefits• Increases % of first time donors• Raises awareness • Educates future blood donors• Provides children with sense of accomplishment• Offers community service opportunities for

students and parents• Allows parents to serve as role models • Contributes valuable books to school libraries or

educational programs

First Time KidzKare Drives

25-34 Year Olds 35-44 Year Olds 45-54 Year Olds

Traditional Methods

49% 35% 17%

KidzKare 89% 67% 36%

% New Donors

KidzKare New Donor Comparison

0

1000

2000

3000

4000

5000

6000

7000

Donors New

All Mobile Drives Collection Period January 2008–March 2009

24 or less 25 - 34 35 - 44 45 - 54 55+

0

50

100

150

200

250

Donors New

KidzKare Mobile DrivesCollection Period January 2008–March 2009

24 or less 25 - 34 35 - 44 45 - 54 55+

32%22%

45%

55%

45%

32%

Challenges

• Board of Education

• Cost of High Quality Books

• Summer Agenda

• Support from book publishers/local bookstores

• Fundraisers

Solutions

KidzKare Program Bowl-a-Thon 2009 Fundraiser

Scooter’s Story

Patricia CascinoRecruitment Managerpatriciac@cbsblood.orgwww.communitybloodservices.org(201) 705-1604