Canadian Blood Services Case Study
INTRODUCTION
“Oscar Wilde once said that youth is wasted on the young. But investing in the future, the leaders of tomorrow, is more than just good business sense – it’s a necessity for survival and success”
– Dr. Graham Sher, CEO of Canadian Blood Services (Pulse Magazine, 2012).
Canadian Blood Services is a not-for-profit organization that operates across Canada, excluding Quebec. The objective of Canadian Blood Services is to encourage and receive blood donations through safe and secure methods to help Canadians who need blood transfusions (Canadian Blood Services, 2013). There is an increasing need for blood and blood donations across Canada. Of the current Canadian population, “the baby boomer generation remains the most loyal …show more content…
These generations consist of people aged 30-60. There are currently 1.74 million registered donors in Canada and 3.7% of those donate on a regular basis. Donations among genders are fairly equal, 49% of males and 51% of female donors. According to the PRIZM C2 Handbook, the segment that composes the majority of donors in Canada can be classified as the Young Degerati and Furs & Philanthropy. “They donate to a wide range of medical, cultural and religious groups, reinforcing the value they place in being members of a global community” (PRIZM, 2012). The main concern with this demographic is that these people are aging, having health issues, and/or, dying …show more content…
First, Canadian Blood Services website and all affiliated links, will be streamlined and reformatted to appeal to a Millennial audience. According to the Millennial Impact report, Millennials use websites as their core source for gathering information. Generation Y is the generation of computer literacy and so it’s imperative for websites to be efficient and accessible. It will be clear on the website where and how to donate, how to book an appointment, what Canadian Blood Services is about including history and future endeavors, what the current events are, and how people can get involved. Small and lengthy text will disappear into a series of info graphics and interactive web pages, as Millennials shy away from extensive small print (Achieve, 2013). Through the website there will also be an option to take the qualifying questionnaire online. Before donors are able to confirm their appointment they must fill out the questionnaire to ensure their eligibility as over half of the population is not eligible to donate.
“Oscar Wilde once said that youth is wasted on the young. But investing in the future, the leaders of tomorrow, is more than just good business sense – it’s a necessity for survival and success”
– Dr. Graham Sher, CEO of Canadian Blood Services (Pulse Magazine, 2012).
Canadian Blood Services is a not-for-profit organization that operates across Canada, excluding Quebec. The objective of Canadian Blood Services is to encourage and receive blood donations through safe and secure methods to help Canadians who need blood transfusions (Canadian Blood Services, 2013). There is an increasing need for blood and blood donations across Canada. Of the current Canadian population, “the baby boomer generation remains the most loyal …show more content…
These generations consist of people aged 30-60. There are currently 1.74 million registered donors in Canada and 3.7% of those donate on a regular basis. Donations among genders are fairly equal, 49% of males and 51% of female donors. According to the PRIZM C2 Handbook, the segment that composes the majority of donors in Canada can be classified as the Young Degerati and Furs & Philanthropy. “They donate to a wide range of medical, cultural and religious groups, reinforcing the value they place in being members of a global community” (PRIZM, 2012). The main concern with this demographic is that these people are aging, having health issues, and/or, dying …show more content…
First, Canadian Blood Services website and all affiliated links, will be streamlined and reformatted to appeal to a Millennial audience. According to the Millennial Impact report, Millennials use websites as their core source for gathering information. Generation Y is the generation of computer literacy and so it’s imperative for websites to be efficient and accessible. It will be clear on the website where and how to donate, how to book an appointment, what Canadian Blood Services is about including history and future endeavors, what the current events are, and how people can get involved. Small and lengthy text will disappear into a series of info graphics and interactive web pages, as Millennials shy away from extensive small print (Achieve, 2013). Through the website there will also be an option to take the qualifying questionnaire online. Before donors are able to confirm their appointment they must fill out the questionnaire to ensure their eligibility as over half of the population is not eligible to donate.