negative-positive

Objective

The American Red Cross asked Verifeed to find out why its blood donations were lower than expected.

Challenge

It is mission-critical for the Red Cross to ensure it has ample blood supplies, and it relies heavily on high school and college blood drives. The Red Cross was still relying on traditional telemarketing strategies.

Approach

Verifeed looked back on a month’s Twitter conversations about giving blood and Red Cross blood drives with a broad search that sought to understand the “entire universe” of people talking about giving blood.

 

What we found was a shock to the Red Cross: Don’t telemarket to Millenials on their cellphones!

 negative-into-positive-1024x459

Only 13 of 3,132 tweeting about Red Cross telemarketing had something positive to say about being telephoned and asked to give blood. Some 52% said they would “never give blood again” as a result of the calls. And here’s what they were saying:

If the negative sentiment was not bad enough, those 3.132 Tweets amplified out to more than 2 million people in just four weeks of Twitter conversations.

Result 

Verifeed recommended that the Red Cross immediately halt all telemarketing efforts to anyone under 35, and in particular college and high school kids.

We also provided a Playbook to enable the Red Cross to interact with these 3,132 young Americans so they could turn the negative into a positive, with authentic and helpful communication: First of all, a “thank you” using @mention for alerting the Red Cross that they don’t want to manage their blood donations via cellphone communication, followed by a series of interactions to better understand how they’d prefer to be contacted, then targeted marketing to convert naysayers into active users of a new Red Cross mobile app, and reward and recognition for those who download and use the app.