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NCC postponement results

Postponement study —Providing additional materials to donors when their donation is postponed by the NCC

What was the question?

We wanted to find out how donors felt about receiving a follow-up email after their donation was postponed by staff at the National Call Centre (NCC). Specifically, we wanted to know if the emails increased a donor’s knowledge, understanding and satisfaction around the postponement process.

Why is it important?

We know that many donors don’t understand why their donation is postponed, and some think they can never return to donate.

In our previous studies we found that 41% of eligible donors whose previous donation had been postponed believed that they were still ineligible or were unsure whether they could donate.

Additionally, we found several donors waited to be contacted again by the NCC to tell them when they could donate again.

What did we do?

We ran a study where donors who received a deferral of 14-365 days were randomised to two conditions.

Email condition: Donors either received an email that contained the date their postponement ended or, if they had an appointment for when they’re eligible, the email contained their next appointment date. The email also contained additional information on why we postpone donations and provided a link to a website with more information.

Control condition: These donors received current BAU practice which includes no follow-up information about their postponement.

We sent a survey to 1,000 donors from each of the two conditions to ask them about the materials they received and their understanding and satisfaction with their telephone contact with Lifeblood.

What did we find out?

Donors who received the email were more likely to know the exact date they could return to donate. No changes were made to the NCC process but when asked to reflect on whether the contact agent had provided them the exact date they could return, donors who received the email reported being told more than the control group.

Donors reported a good understanding of why their donation was postponed but they still had questions. Although most donors reported a good understanding, several donors still had questions or reported being unsure about why they couldn’t give blood or plasma.

Donors were highly positive about the emails and viewed them as useful sources of information. They appreciated the extra follow-up and reported feeling valued by the extra contact from us.

What are the next steps?

We’re watching to see when the donors in this study return, to find out if the materials affect their donation behaviour. Our team has recommended that the business implements the email for donors who receive a postponement on the phone.

If you’d like more information about this study, please contact Carley Gemelli.

We’d like to thank all the donors who participated in this study.

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