Continuing the Conversation:

1
Public Relations/Public Education Council
presents
PR/PE Cookbook

• Continuing the Conversation
• Utilizing Specific Language to Engage Potential
  Donor Registrants

Recipe Courtesy of Kim Zasa Volunteer
Coordinator Gift of Life Michigan
2
The Opportunity

• When working with the public at a booth or kiosk,
  the challenge is to get the public engaged!
• How often do you hear
• Im not interested.
• Thanks, but no thanks.
• I dont believe in donation.

3
The Opportunity

• Kathryn Calderon, RN, from CTDN presented at AOPO
  last year on reapproaching families for consent
  in the hospital.
• An uninformed NO doesnt benefit anyone.
• PR/PE situation is similar, but more relevant due
  to our scope of outreach.

4
The Question

• Is the public more likely to sign up on the Donor
  Registry after initially declining if they are
  reapproached using specific language?
• Is one of two research phrases more likely to
  motivate people to sign up on the Donor Registry?

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Predictions

• The public will be more likely to sign up on the
  Donor Registry after initially declining to sign
  up if they are reapproached using specific
  language.
• I predict one of the two phrases might be more
  likely to get them to sign up.

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Language

• Transparent Introduction
• Make sure the public knows who you are
• Informational Statement
• Allows conversation to begin
• Engages the person
• Asking why not is antagonistic
• Tested multiple suggestions with some key
  volunteers before beginning study

7
Language

• Question 1 There is a considerable amount of
  misinformation about donation.what is your main
  concern?
• Question 2 I am wondering whether donation has
  been thoroughly explained to youI want to make
  sure that any questions you have are answered.

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Language

• Key Factors
• Tone of voice
• Be open
• Giving the public information, not just asking
  for consent
• Must be from a genuine heart
• Volunteers cant just be passive
• Of course we ultimately want them to take
  ACTION and sign up, but many people are not
  comfortable doing that without all the facts.

9
Study Art Fair Info Booth

• Trained Volunteers
• Assigned shifts and questions
• I recorded all public responses
• Information Tracked
• ppl approaching booth
• Race age (approx)
• Sex
• Reapproach made (y/n)
• Reapproach language used (1/2)
• Result (Take DR/sign up/walk away)
• Comments

10
Number of People Who Took A Donor Registry
Tripled with Reapproach Questions
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(No Transcript)
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ConclusionsReapproaching the Public

• It is unclear as to which phrase is more
  effective in encouraging the public to sign up,
  however it was evident that the message and
  delivery of the reapproach was significant in
  encouraging the public to reconsider signing up

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ConclusionsReapproaching the Public

• Thus, it is critical to focus on the message and
  the manner of delivery (tone of voice, open body
  language, etc.) of the reapproach, and not so
  much the exact wording of the phrase

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ConclusionsReapproaching the Public

• It is more effective if the volunteer acts from
  the perspective of providing the public
  information, not just asking for their signature.
  This makes the public feel comfortable to listen
  to the information.

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ConclusionsReapproaching the Public

• Remember
• An uninformed NO doesnt benefit anyone.
• Thank You
• Kathryn Calderon, RN, CPTC, CTDN
• Amy Olszewski, Government Liaison, Gift of Life
  Michigan
• The Gift of Life Volunteer Team