AM25-SN-12-L - Creating Effective Donor Recruitment Videos Through the Use of Co-Design with Community Partners

Proposed Session Description: In voluntary non-remunerated blood donation, attracting and retaining sufficient and diverse donors is vital for a stable, safe blood supply and equitable healthcare. With today’s digital shift, effective donor recruitment is more crucial than ever. Recruitment videos are key touchpoints for potential donors, yet traditional methods often fail to engage diverse communities, leading to low participation. Creating persuasive, culturally meaningful videos can significantly boost donor recruitment, particularly among multi-ethnic groups.

Co-design, where community members actively engage to address the question and to shape, design, and evaluate campaign materials, is a promising approach. Research shows that co-designed content improves cultural relevance, engagement, and donation rates. By involving community partners, organizations can address unique barriers and motivations, creating videos that deeply resonate with target audiences.

This session explores how to develop impactful donor recruitment videos through co-design with community partners. Topics include identifying target audiences, generating ideas, storyboarding, video production, and testing materials with diverse donors. Attendees will gain practical tools to create recruitment materials that deliver meaningful, lasting results. Impact on inventory and donor diversity will be discussed. However, one can’t generalize donor recruitment needs to all donors, hence these tools need to be individualized based on donors’ characteristics.