Study of blood donation campaign communication methods and attributes of donors: A data analytics approach

Nuramirah Binti Nazeri�Unit Perkhidmatan Kaunter

Introduction

• Blood shortages threaten the lives of many patients.
• Donating blood is a selfless act in response to demand for blood.
• Donors' choices have the greatest impact on the reliability of blood bank supplies.

Aim

Problem statement

• To determine the correlation between various communication methods and their impact on blood donors.

Methodology

Problem statement

1. The data utilized in this study were acquired from campaign conducted by the United States Blood Donation Organization, which involved contacting 799089 individuals via various modes of communication, including email, direct mail, and SMS.
2. Excel and SQL were the tools that the researcher used to perform the analysis of the data.
3. There are numerous elements that were held liable, including:
1. Gender
2. Location of donation
3. Ethnicity

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Research Result

Number of donors contacted vs. donated by communication type

Problem statement

From the graph that we can see that most of the donor were contacted by email which is 541,870 person and the lowest contacted was by the mail 10,734 person. The highest turnover rate was by using SMS mode communication which is 1.8% and the lowest is by the mail only 1.1%

Email tracking

Problem statement

We can see from the graph that out of a total of 541,870 emails that were sent, only 6315 donors came forward, which is only 1.2% of the emails that were sent.

Total (%) donated by day for all communication

Problem statement

Based on the graph, we are able to draw the conclusion that the day with the highest number of donors (2418 individuals) was day 2, while day 1 had the lowest number (1387 individuals).

Percent of donors by gender

Problem statement

The highest proportion of male donors was 53.9%, while the proportion of female donors was the lowest at 46.1%. The majority of those who came to make a donation were men.

Percent of donors by location

Problem statement

72.3% of donations were made at mobile donation facilities, while 27.7% were made at donation centers. The majority of donations were made at mobile donation facilities.

Percent donated by ethnicity

Problem statement

The largest percentage of donors who were of the Caucasian ethnicity was 69.34%, while the lowest was the percentage of donors who were of the American Indian ethnicity, which only accounted for 0.38% of all donors.

Discussion

• According to the findings of the study, SMS (text messages) has the highest turn out rate, while direct mail has the lowest effect.

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• As a result of these findings, the researchers recommend that the blood organization place more of an emphasis on SMS (text messages) to communicate with blood donors in order to achieve a greater turn out rate.

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• The study also found that the overall response rate is between 1.4% and 1.6%. This means that the organization needs to decide how many messages it needs to send in total to get a certain number of donations.

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• The organization can run campaigns that focus on a certain culture or ethnic group to get people from that group to donate.

Pusat Darah Negara’s

Perspective

Total number of donors contacted based on mode of communication

Problem statement

According to the graph, the biggest number of people who were contacted were those who used the online medium, which was 132,674. The number of people who were contacted through phone was the lowest, with only 14,545 individuals doing so.

Number of donors contacted by call based on month

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Problem statement

The graph shows that the month of March had the most number of people who were contacted through phone, which was 3,800 which had a turnover of 1875 donors, and that the month of August had the lowest amount, which was only 50 people who were contacted and the turnover of 17 donors.

Number of donors contacted by SMS based on month

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Problem statement

Based on the graph, we can deduce that the month of March had the most number of people who were contacted via SMS, with 11500 people making contact, while the months of May and July saw the fewest, with only 5000 people making contact in each of those months.

Gender-Based comparison on month basis

Problem statement

The graph shows that the most donations were received in the month of June, with a total of 11847 male donors and 7859 female contributors. The fewest amount of donations were obtained during the month of April, with male donors totaling 8003 and female donors totaling 4714.

Ethnic-Based comparison on month basis

Problem statement

As shown in the graph, we can see that the majority of donors are mostly Malay, and the month of June had the largest number of donations, with 11115. The decreasing of rate Malay donors in April because Ramadhan. The lowest number of donation which come from others in April with 331 donors.

Profession-based comparison on month basis

Problem statement

From the graph, we can deduce that civilians make up the lion's share of donors, with a peak of 16387 donors in June and a trough of just 47 donors serving in the army in April.

Percentage Of Donation Based On Location

Problem statement

From the graph, we can deduce that most of the donation occurred in the mobile with the percentage of 63% (93871 donors) and 37% (55940 donors) in the center which include of our center,MidValley Donation Suite, Puspanitapuri Donation Suite and 1Utama.

Conclusion

• Based on what we know from past studies and what PDN has found, we can say that the choice of communication mode has a big effect on the effort to get people to donate blood.

• This is because the communication method must be close to the blood donor in order for the delivery to reach the donor.

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• Aside from that, it's also important to communicate in different languages to get people of different races interested in giving blood.

Thank You