American Red Cross

Marketing Research & Outreach

Overview

There exists a significant disparity between the demographics of blood donors and the population in need of blood transfusions. According to the American Red Cross, less than 1% of Red Cross blood donors in Arizona identify as Latino, despite Latinos constituting a substantial portion of the population. Compounding this issue, 57% of the Latino population have type O blood, which is the blood type most commonly used in trauma situations and is in high demand by hospitals.

The overarching goal of this project was to establish meaningful partnerships between the American Red Cross (ARC) and Hispanic organizations and sports teams. Nativa spearheaded these efforts, focusing on fostering collaborative relationships aimed at facilitating blood drives in support of ARC’s mission. Additionally, Nativa created and managed a focus group to gather insights from representatives of the Hispanic community, ensuring tailored strategies and initiatives aligned with their needs and preferences.

Approach

Nativa’s approach to executing the project was rooted in proactive engagement and strategic networking to foster partnerships between ARC and sports teams. Departing from conventional methods, we leveraged Nativa’s personal networking capabilities and strategic email outreach to initiate contact with potential partners. Engaging in over 20 meetings with sports teams alone, our focus was on building relationships and exploring collaboration opportunities. This proactive approach led to ARC planning over 10 blood drives, with outreach extended to 45 teams.

The partnership initiation with Phoenix Rising, the first among many, yielded significant results. Throughout the designated month-long campaign, Phoenix Rising FC offered two free tickets to presenting donors who contributed to the American Red Cross blood drive. These tickets could be redeemed for any regular-season home game scheduled for the year, providing an enticing reward for those who chose to participate in the initiative.

Results

Nativa’s proactive engagement strategy has garnered significant interest from esteemed Hispanic organizations and sports teams such as the Houston Dynamo, Phoenix Rising, and Prospanica. Their enthusiastic response underscores the effectiveness of our approach in engaging stakeholders for the American Red Cross (ARC)’s mission. Through meticulous outreach and evaluations, we successfully conveyed the value of partnering with ARC for blood drives and community engagement initiatives.

Phoenix Rising FC partnering with the American Red Cross to boost blood donations. Over the course of the blood drive campaign, 75% of our goal in life-saving blood donations was successfully collected. Additionally, our initiative garnered significant media coverage, and over 420+ tickets were claimed by donors. This metric underscores the immediate impact of collaboration and sets the stage for further success in driving initiatives that benefit communities nationwide. Notable community leaders, such as Adrian Fontes, Arizona’s Secretary of State, participated in the initiative, further enhancing its impact and reach. The positive response and concrete outcomes validate Nativa’s proactive engagement strategy, showcasing the potential for impactful collaborations to support ARC’s mission in the future.

Nativa conducted comprehensive focus group sessions on behalf of ARC, engaging 61 organizations to ensure the success of two dedicated sessions. These focus groups aimed to delve into the perspectives and sentiments of Hispanic Americans regarding blood drives. Through structured discussions, we gained valuable insights into their attitudes, beliefs, and concerns surrounding blood donation, informing ARC’s outreach strategies and enhancing its engagement with Hispanic audiences.

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Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content

Overview

Approach

Results

Arizona

OHIO

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