Banc de Sang i Teixits de Catalunya barcelona, Catalonia, Spain
Background/Case Studies: Blood donor recruitment has traditionally relied on mobile drives, call centers, and broadcast media. Yet, the shift in media consumption—especially among younger generations—demands updated strategies. Reaching individuals aged 18 to 30 is vital to ensure generational renewal of the donor base. This project explores how digital tools can be used to engage this target audience more effectively and efficiently than conventional methods.
The objective is to evaluate the performance and cost-efficiency of digital marketing platforms—specifically Google Ads and social media—in increasing first-time donations and appointments among young adults, compared to traditional phone-based recruitment.
Study
Design/Methods: From June to December 2024, a comprehensive digital campaign was launched using Google Ads (Search, YouTube, Display, Gmail, and Discovery) and Meta platforms (Instagram and Facebook). The campaign targeted young adults with customized visuals, messages, and calls to action leading directly to the appointment booking site. Various creatives were tested to determine the most effective combinations. A remarketing strategy was also activated to reconnect with users who had interacted with the ads but had not completed the appointment process.
Performance indicators included ad reach (impressions), engagement (clicks and site visits), conversions (appointments booked), and completed donations. A cost-efficiency analysis compared the digital campaign to existing telemarketing efforts, evaluating metrics such as cost per click, per reservation, and per completed donation.
Results/Findings: The digital initiative delivered approximately 15.5 million impressions and attracted over 110,000 visits to the scheduling platform. It ultimately resulted in more than 6,000 successful donations, including 800 new donors. The average cost per completed donation through digital channels was €9.4, outperforming the €13 average via telemarketing. Google Ads proved especially effective in driving traffic and bookings at low cost, while Meta platforms generated a higher rate of attendance from those who booked.
Conclusions: This digital-first approach proved to be a scalable and cost-efficient alternative to traditional donor outreach. The ability to tailor content and target audiences based on age, location, and behavior increased both engagement and conversion. Remarketing allowed for an additional layer of optimization, improving overall impact.
Digital advertising—particularly when combining Google and social platforms—offers a powerful and budget-conscious strategy for blood donor recruitment. The approach is especially valuable for engaging younger audiences, ensuring long-term sustainability of blood supplies. Future campaigns will refine these tactics further, integrating behavioral data and testing new formats to deepen engagement and drive loyalty.
