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Canadian Blood Services Imc Essay

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“Oscar Wilde once said that youth is wasted on the young. But investing in the future, the leaders of tomorrow, is more than just good business sense – it’s a necessity for survival and success” – Dr. Graham Sher, CEO of Canadian Blood Services (Pulse Magazine, 2012). Canadian Blood Services is a not-for-profit organization that operates across Canada, excluding Quebec. The objective of Canadian Blood Services is to encourage and receive blood donations through safe and secure methods to help Canadians who need blood transfusions (Canadian Blood Services, 2013). There is an increasing need for blood and blood donations across Canada. Of the current Canadian population, “the baby boomer generation remains the most loyal in terms of donating blood, while younger generations are significantly less likely to donate on a frequent basis” (Renwick-Shields, 2013). As the baby boomers age, Canadian Blood Services must find new ways to reach the younger generations, including the fastest growing segment, the Millennials. PROBLEM IDENTIFICATION

How can Canadian Blood Services increase the number of BC Millennial whole blood donors by 20,000 by March 31, 2015? The target number of donors is based on the previous years’ statistics of Millennial donations (age 17-34), according the Canadian Blood Services data provided (Bird, 2014a). The target number is a percentage of half the total Millennial population of BC in 2012, as typically only half the population is eligible to donate (Renwick-Shields, 2013). The problem statement is specific to BC as a test market. The timeline is based on Canadian Blood Services’ fiscal year, beginning April 1, 2014 and ending March 31, 2015. KEY FINDINGS

According to Canadian Blood Services, on average, every 60 seconds, someone in Canada requires blood or a blood product (2013). The demand for blood is not subsiding, increasing at a steady rate of 2% per year (Canadian Blood Services, 2013). To be an eligible donor, volunteers must meet many stringent requirements, including a minimum age of 17, sufficient levels of iron and hemoglobin in blood, and disclosure of health and travel history. These restrictions limit the number of eligible donors within the Canadian population to approximately half (Renwick-Shields, 2013). In order to develop an IMC campaign specific to the marketing objective of this case, it is necessary to define the age range of the Millennial generation. The 2013 Millennial Impact Report classifies Millennials as anyone born between 1979 and 1994, or between the ages of 34 and 19 years old (Achieve, 2013, p.4). For the purposes of this case study, 17 and 18 year olds will be included in this group. Therefore, Millennials will be defined as anyone between the ages of 17-34 years old. Millennials made up almost 25% of BC’s total population in 2012 (BC Stats, 2012). However, only 2% of Millennials donated blood, accounting for a total of 39,703 of a total of 130,317 donations in BC (Bird, 2014a). A study done by the Australian Red Cross (2011) identified many of the issues Millennials, or Generation Y, have with the blood donation process. Important feedback from the study’s participants included They felt the process was inconvenient and they disliked having to book an appointment They wanted a social media-friendly recognition program

They didn’t feel any sense of urgency or immediacy and felt that someone else would help They were not driven by altruistic reasons like the previous generation of donors They wanted to participate in the donation process

The more engaged they were the more likely they were to return (Australian Red Cross, 2011).

The 2013 Millennial Impact Report produced by Achieve identifies that the key for nonprofits is “to build a comprehensive Millennial engagement platform that invites them to participate in the cause and maximize their involvement” (2013). This report also states that “Millennials aren’t interested in structures, institutions, and organizations, but rather the people they help and the issues they support” (Achieve, 2013).


Lack of resources for marketing
(Canadian Blood Services, 2014)
Underrated charity
(Canadian Blood Services, 2014)
Unpleasant nature
Blood Signal is on, meaning there is more need for blood than ever (London Community News, 2014)
Relatively young/lack of brand awareness (created in 1998)
(Bird, 2014)
24 blood clinics cancelled their services
(CBC, 2014)
Operation is totally dependent on volunteers
(Gunn, 2014)
Expensive to keep operational
(Gunn, 2014)
July 2013, no donations from men within five years of gay sex this policy doesn’t account for the ability to produce clean blood tests (Compeau, 2014)
1/60 Canadians donate
(Canadian Blood Services, 2013)
Low Facebook participation (35 participants was their most active month) Only 2.7 of B.C donates regularly
(Bird, 2014)

Positive brand image
Provides important and vital services
Recognition program to thank its supporters
41 permanent collection sites
CBS operates Canada’s blood supply in a manner that gains the trust, commitment and confidence of all Canadians Receives funding from provincial and territorial ministries of health (non-profit) Many ways to book appointment

Collect 850,000 units of blood annually
(all above)-(Canadian Blood Services, 2014)
Accepting younger donors (with parental consent)
(Canadian Blood Services, 2012)
Supply line that connects patients with donors
(CBC, 2014)
Loyal ‘customers’- 81% of the Canadian donor list are repeat donors (Bird, 2014)

Aging population, room for new market
(Bird, 2014)
These vital services will always be required, demand never slows (Compeau, 2014)
Donors can return ever 56 days with replenished blood
(Bird, 2014)
Rise in social media as a marketing tool (especially age of Millenials bracket Millennial generation has a “do good” attitude and want to be a part of something bigger than themselves (Depew, 2013)

Untapped market of Millennials
(Achieve, 2013)
Recognize emerging trend how the upcoming generation view and use social media to support non-profit (the networked non-profit: connecting with social media to drive change) (Depew, 2013)

Many well established competitors
(Wix , 2012)
need to collect close to 900,000 donations of blood to keep up with hospital needs (CBC, 2014)
every 60 seconds someone requires blood
(Bird, 2014)
Economic d...

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