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ROI_Summary FINALdoc - 2009 National Donation Campus Challenge

By Clarence Marshall,2014-06-17 22:42
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ROI_Summary FINALdoc - 2009 National Donation Campus Challenge

    2009 National Donation Campus Challenge Return on Investment - (ROI) Summary for OPO/DLA Partners

    Case Study Snapshot Campaign Management

? Staff: average 1 Project Lead + 1 OPO/DLA liaison per campus Length of Campaign

    ? Volunteers: 1 Student Leader per Campus with several OPO/DLA volunteers per activity

? Timeline: average 6 weeks; others run annually Spring and Fall

    ? Campus Partners: average 7; range 5 to 18

    ? Budget: average $2,000; range $1,500-$40,000 (not inclusive of OPO/DLA personnel)

    ? Most campaigns funded by OPO/DLA internal PR/Public Ed. Budgets

    ? Two campaigns funded by grants from state organ donor trust funds

    ? 1 campaign partially funded through 3 year HRSA research grant

    ? Key Allied Partners: 100% of all OPOs/DLAs engage student organizations on campus and

    these include PRRSA, SOD, AMSA, Greek Community, Residence Life, Athletic and Student

    Government groups. Additional support is obtained through collaboration with eye and tissue

    DLAs, Campus Administration (Student Affairs, Civic Engagement, Service Learning and Athletic

    departments,) Faculty (Communications, Health Sciences, Marketing and Public Health

    departments,) and local Blood Centers.

? Campaign Materials: 100% use promotional items, customized Tool Kits, fact sheets, and

    registry brochures.

    ? Campus Partner Recruitment: 100% contact and outreach with Student organizations,

    OPO/DLA volunteers and other personal contacts, 90% outreach to Campus Administration

    (President, Student Life Directors, Government/Community Affairs)

    ? Campaign Strategies/Tactics: 100% host donor designation drives and special events and

    involve campus and local media. 95% utilize social media networking sites (Facebook, Twitter,

    YouTube), email blasts, registration tables, competition or challenge model and 50% provide

    newly registered donors with postcards/e-cards to inform family/friends of their registration.

Results/Outcome

    ? Measurement Portal: 100% use on-line state registries and registration forms; others also

    measure by MVA registries, unique Campus Partner url addresses, campus event attendees,

    and, social media networking site fans/members.

    ? Projected Potential Donors Reached: 328,850* ? Donors Registered:129,123*

    *as reported by combined total of nine OPOs/DLAs who participated in Phase I and, data obtained

    from the Best Practice Campus Campaign Questionnaire in Oct. 2008

Recognition

    ? Student leaders/organizations: letters of recognition, framed certificates and photos of campus

    challenge events, i-Tunes’ cards, Wii games and mobile phone cards

    ? Campus Partners: trophy/award, media placements, framed certificates, public presentations

    and announcements at campus athletic or student government event and financial awards.

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    2009 National Donation Campus Challenge Return on Investment - (ROI) Summary for OPO/DLA Partners

The Opportunity:

    Enroll and participate in the Campus Challenge to complement and maximize donor designation

    campaigns, create new and enhanced Workplace Partnerships, and promote organ, tissue, and

    eye donation within Campus Partner communities.

Case Studies

    (Note: Information gathered from Phase I Final Reports, completed May 2009, and from

    the National Leadership Team “Best Campus Campaign Practices” questionnaire

    completed October 2008.)

     OPO/DLA Partner: California Transplant Donor Network Campaign Name: Campus Challenge

    Timeline: 6-week implementation

    # Campus Partners: 8

    Budget: estimated $1000

    Audience Targets: students, faculty, staff, administration, and alumni

Campaign Management ? Staff: 1 Project Lead; 8 Coordinators assigned according to regions*

    ? Volunteers: Campus Partner students

    ? Key Allied Partners: American Medical Student Society (AMSA), Student

    Groups/Organizations, Blood Center

    ? Campaign Materials: promotional items, flyers, posters, brochures, fact sheets

    ? Recognition: not fully implemented yet

    * Staff time not 100% allocated to Campus Challenge

Results/Outcome

    ? Measurement Portal: Donate Life California registry ? Potential Donors Reached: 18,100

    ? Donors Registered: 399

Campus Partner Recruitment Strategies

    ? Initiated 12 months prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (phone, email and face-to-face)

    ? Contact with and engagement of Campus Partner administration President, Government/

    Community Affairs, etc. (phone, email and face to face)

Key Campaign Tactics Implemented

    ? Partnered with student groups

    ? Partnered with campus administration

    ? Custom Tool Kit materials

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Campus and local media/PR push

    ? Promotional items

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    OPO/DLA Partner: Gift of Hope Organ and Tissue Donor Network/Donate Life Illinois Campaign Name: Donate Life Illinois Campus Challenge

    Timeline: 6 week implementation

    # Campus Partners: 16-20 Budget: estimated $5000-6000 Audience Targets: students, faculty, staff, administration

Campaign Management ? Staff: 1 Project Lead/2 Agency Partner Coordinators

    ? Volunteers: Campus Partner Students

    ? Allied Partners: Student Groups/Organizations/PRSSA, volunteer groups, biology honor

    societies, S.O.D. chapters, random supporters/advocates, nursing students, Blood Center

    ? Campaign Materials: “Action Starter Kit” includes a banner, promotional items, t-shirts,

    registry cards, flyers, posters, brochures; Press Kit

    ? Recognition: Trophy, i-tunes cards, jump drives

Results/Outcome

    ? Measurement Portal: Donate Life Illinois registry/registration cards

    ? Potential Donors Reached: 38,400

    ? Donors Registered: 450*

    * Donate Life Month outcome data only/Annual Campus campaign in fall

Campus Partner Recruitment Strategies

    ? Initiated 12 months prior to campaign launch and on-going partnership building

    ? Outreach with and engaged student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with and engaged Campus Partner administration and faculty (phone, email and

    face to face)

    Key Campaign Tactics Implemented ? Partnered with student groups

    ? Partnered with campus administration/academic departments

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Custom Tool Kit materials

    ? Campus and local media/PR

    ? Promotional items

    ? Campus Competition

OPO/DLA Partner: New York Organ Donor Network

    Campaign Name: Campus Challenge

    Timeline: 8 week implementation

    # Campus Partners: 11

    Budget: estimated $2100 Audience Targets: students, faculty, staff, administration

Campaign Management

    ? Staff: 1 Project Lead

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? Volunteers: 3-4 OPO volunteers

    ? Allied Partners: Student Groups/Organizations, Faculty/Department Chairs

    ? Campaign Materials: brochures, fact sheets, student driven/created campus specific

    campaign materials.

    ? Recognition: not fully implemented yet

Results/Outcome

    ? Measurement Portal: Donate Life New York registry

    ? Potential Donors Reached: 7350 ? Donors Registered: 1832

    Campus Partner Recruitment Strategies ? Initiated 4 months prior to campaign launch and on-going partnership building

    ? Outreach with and engaged student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration and faculty (phone, email and face to face)

    Key Campaign Tactics Implemented ? Partnered with student groups

    ? Partnered with academic departments for curriculum-based learning project

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Promotional items

    ? Campus Competition

OPO/DLA Partner: Center for Organ Recovery and Education and Gift of Life Donor

    Program/Donate Life Pennsylvania

    Campaign Name: It’s ON! Campus Challenge

    Timeline: 5 week implementation

    # Campus Partners: 13

    Budget: N/A

    Audience Targets: students, faculty, staff, administration

Campaign Management

    ? Staff: 2 Project Leads/2 Agency Partner Coordinators

    ? Volunteers: OPO/DLA volunteers and Campus Partner students

    ? Allied Partners: State Departments’ of Health and Transportation, Student

    Groups/Organizations, Campus Partner Administration

    ? Campaign Materials: promotional items, t-shirts, registry cards, flyers, posters, brochures;

    Press Kit

    ? Recognition: iTunes cards, Wii game

Results/Outcome

    ? Measurement Portal: Donate Life Pennsylvania registry

    ? Potential Donors Reached: Not reported ? Donors Registered: 213

     4

Campus Partner Recruitment Strategies ? Initiated 2 months prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration and faculty (phone, email and face to face)

? Key Campaign Tactics Implemented

    ? Partnered with student groups

    ? Partnered with academic departments for curriculum-based learning project

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Promotional items

    ? Campus Competition

    ? Campus Media/PR push

OPO/DLA Partner: Arizona Donor Network/Donate Life Arizona

    Campaign Name: Donate Life Arizona Campus Challenge

    Timeline: 4 week implementation during Phase I

    # Campus Partners: 5

    Budget: N/A

    Audience Targets: students, faculty, staff, administration

Campaign Management

    ? Staff: 2 Project Leads

    ? Volunteers: 1 student leader per Campus Partner and OPO/DLA volunteers

    ? Allied Partners: Student Groups/Organizations, Campus Partner Administration and

    Athletic Offices

    ? Campaign Materials: promotional items, t-shirts, registry cards, flyers, posters, brochures;

    Press Kit

    ? Recognition: Trophy and PR

Results/Outcome

    ? Measurement Portal: Donate Life Arizona registry/registry cards

    ? Potential Donors Reached: Not reported

    ? Donors Registered: 579

Campus Partner Recruitment Strategies

    ? Initiated 2 months prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration and faculty (phone, email and face to face)

    Key Campaign Tactics Implemented ? Partnered with student groups

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

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? Promotional items

    ? Campus Competition

    ? Campus and local Media/PR push

    OPO/DLA Partner: Gift of Life Michigan/Donate Life Michigan Campaign Name: Gift of Life Campus Challenge Timeline: 6 week implementation

    # Campus Partners: 18 Budget: estimated $1500

    Audience Targets: students, faculty, staff, administration, alumni

    Campaign Management ? Staff: 1 Project Lead

    ? Volunteers: 1 Campus Partner student leader per campus and OPO/DLA volunteers ? Allied Partners: Student Groups/Organizations, Campus Partner Administration ? Campaign Materials: promotional items, flyers, posters, brochures; Press Kit

    ? Recognition: Trophy and PR

Results/Outcome

    ? Measurement Portal: Donate Life Michigan registry, registry cards and unique Campus

    Partner urls

    ? Potential Donors Reached: Not reported

    ? Donors Registered: 2329

Campus Partner Recruitment Strategies

    ? Initiated 4-6 months prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration (phone, email and face to face)

Key Campaign Tactics Implemented

    ? Partnered with student groups

    ? Partnered with Campus Administration

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Promotional items

    ? Campus Competition

    ? Campus and local Media/PR push

    OPO/DLA Partner: Donate Life Florida Campaign Name: Get Carded

    Timeline: Annually; Spring and Fall

    # Campus Partners: 6 Budget: estimated $20,000 - $40,000*

    Audience Targets: students, faculty, staff, administration, alumni *Primarily funded by Donate Life Florida with some contributions by OPOs and Campus

    Partners

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Campaign Management ? Staff: 1 Project Lead/4 Coordinators

    ? Volunteers: 1 Student Lead per Campus Partner/OPO/DLA volunteers

    ? Allied Partners: Student Groups/Organizations, Campus Partner Administration ? Campaign Materials: promotional items, flyers, posters, brochures ? Recognition: On-Campus presentations/framed photos and certificates for Campus Partner

    volunteers

Results/Outcome

    ? Measurement Portal: Donate Life Florida registry, registry forms, donor cards, Campus

    Partner activity tracking sheets ? Potential Donors Reached: N/A ? Donors Registered: N/A

Campus Partner Recruitment Strategies

    ? Initiated annually prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration (phone, email and face to face)

    ? Peer-to-Peer education

    ? Assign OPO Get Carded Campus Liaisons

    Key Campaign Tactics Implemented ? Partnered with student groups

    ? Partnered with Campus Administration

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Promotional items

    ? Campus and local Media/PR

    OPO/DLA Partner: Donate Life Ohio/Life Connection of Ohio, Life Banc, Lifeline of Ohio, LifeCenter Organ Donor Network

    Campaign Name: Do It Now College Challenge

    Timeline: Annually; Spring and Fall

    # Campus Partners: 13-15 Budget: varies; funded annually through state-wide trust fund via grants to Campus Partners

    Audience Targets: students, faculty, staff, administration, alumni, general public

Campaign Management

    ? Staff: 1 Project Lead/4 OPO Coodinators/1 Agency Partner Coordinator

    ? Volunteers: 1 Campus Partner student leader per campus and OPO/DLA volunteers

    ? Allied Partners: Student Groups/Organizations, Campus Partner Administration ? Campaign Materials: promotional items, flyers, posters, brochures, website, social media

    marketing, student created Campus Partner specific campaign materials

    ? Recognition: Financial award and Media/PR

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Results/Outcome ? Measurement Portal: Donate Life Ohio registry, registry cards and Do It Now website

    ? Potential Donors Reached: N/A; realized 3.6 million media impressions

    ? Donors Registered: 122,698*

    * 2008-09 Do It Now data results

    Campus Partner Recruitment Strategies ? Initiated annually prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (social media marketing, phone, email and face-

    to-face)

    ? Contact with Campus Partner administration (phone, email and face to face)

    Key Campaign Tactics Implemented ? Partnered with student groups

    ? Partnered with Campus Administration

    ? Donor Day Drive

    ? Special events

    ? Social media marketing

    ? Mass email

    ? Promotional items

    ? Customized Tool Kit materials

    ? Campus Competition

    ? Campus and local Media/PR push

OPO/DLA Partner: Kentucky Organ Donor Affiliates/Donate Life Kentucky

    Campaign Name: Campus of Care

    Timeline: Annually; Spring and Fall

    # Campus Partners: 8-10

    Budget: estimated $2000*

    Audience Targets: students, faculty, staff, administration, alumni

    *funded through Donate Life Kentucky

Campaign Management

    ? Staff: 1 Project Lead/1 Coordinator

    ? Volunteers: Campus Partner students and OPO/DLA volunteers

    ? Allied Partners: Student Groups/Organizations, Campus Partner Administration, Blood

    Centers

    ? Campaign Materials: promotional items, flyers, posters, brochures ? Recognition: On-Campus presentations, framed certificates for Campus Partners and

    Campus and local Media/PR

Results/Outcome

    ? Measurement Portal: Donate Life Kentucky registry and registry forms,

    ? Potential Donors Reached: N/A ? Donors Registered: 693*

    *2007-08 data results

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Campus Partner Recruitment Strategies ? Initiated annually prior to campaign launch and on-going partnership building

    ? Outreach with and engage student groups (phone, email and face-to-face)

    ? Contact with Campus Partner administration and faculty (phone, email and face to face)

Key Campaign Tactics Implemented

    ? Partnered with student groups

    ? Partnered with Campus Administration and Faculty

    ? Donor Day Drive

    ? Special events

    ? Promotional items

    ? Campus and local Media/PR push

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