Preserving its Donor Base is Mission Critical for the Red Cross

CMO, Strategy and Advisory, Healthcare, Public Sector

The American Red Cross is the premier emergency response and relief organization and leading supplier of blood and blood products – yet with a need for blood on the rise, donations had steadily decreased by 10%. They called on North Highland to develop an analytic business model to accurately predict a donor’s lifetime value in blood units. Piloting of the model revealed that a mere 1% increase in donor retention would conservatively yield an additional $10M in annual revenue. This enabled the Red Cross to realign its marketing strategies to focus on retention of donors rather than donation frequency. 


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