Jude Leon, Head of integrated marketing communications at The Australian Red Cross Lifeblood shares her insights about improving customer experience at Redcross to bolster donor numbers. Highlights of the episode: 1. Roles: Great mix of industry experience across different sectors such as retail, fast food, finance, utilities etc. Diversity and breadth of experience has been really valued by employers in recent times. 2. Marketing mantras: Learn a lot about the complexities and how different places work. Working in different industries you see the best and worst of people. 3. NFP: Working somewhere where the purpose is about saving lives has been very empowering 4. Lifeblood organisation: At our core, about helping Australians be the best they can be. Major contributor to other health services where donations are purely from blood donors. 1.6m donations each year. 5. Culture at Lifeblood: Not like the stereotypical perception - everyone is passionate and committed to the purpose. Incredibly complex and commercial organisation, especially supply chain. Need to maintain active donor panel (approx. 500,000 people) and meet demands for different blood types and locations. 6. Brand: Launched new brand in November after 2 years of working towards the brand change. Underpinned by wanting to position themselves for the future and building a greater understanding of purpose beyond blood. Warm, heartfelt, a brand that was modern and innovative. 7. Customer Experience: Try to get donors to donate, make the appointment, and show up for the appointment. Almost half of the people cancel or don't show up. Focus on repeat donors - really focused on nurturing people and giving them the support they need 8. Demographic segmentation/different types of messaging: think about what messages resonate with different audiences e.g. a younger audience may feel that blood donation is a way of helping, for older audience may feel less connected to working life, starting to think about their purpose, more time on their hands. In the process of building a behavioural segmentation model. 9. Marketing methods: heavy focus in this area to test messaging and see what works. Need around 2000 donors each week. Paid media is a big driver of this. Much better understanding of acquisition models. Traditional media like radio is still very important but a huge shift to digital (almost two-thirds). 10. COVID-19 impact (here and now): Hard to predict longer term impacts, donors feelings moving from me to 'we' - people are thinking about each other. Focus on essentialism. 3 Quick Questions 1. A business book you recommend: Disruption by Jean-Marie Dru 2. 1 person to follow on social or digital media: Dan Monheit 3. 1-1 dinner with any human being on the planet: Ira Glass