Evaluation

**Efficiency Studies**

How did we evaluate results?: Because we used a pre survey to introduce our audience to our message, we were able to gather results solely based on that. We then implemented three more surveys, one for before our Cult. & Civ. Event, one after, and a final survey after the completion of the blood drive. We processed these results into readable graphs that showed the progress throughout our campaign from start to finish. The most reliable measuring stick on the effectiveness of our message, obviously, was the amount of student participation we had in our blood drive located in the Student Union on February 14th. From the beginning survey of 5,800 students we found that only 580 students have donated blood. After the completion of our campaign we found that 1,740 students had donated blood.

*Why the huge jump in participation?: Because there had been no previous campaign run on campus about blood donation, we believe this was the reason for our dramatic increase in blood donation participates within our target audience. Obviously, we do not expect these results to be as successful next year if we implement the same program because it will be less new and therefore, less effective but initial results were very impressive. Campaign message implemented school wide. For obvious reasons only 5,800 of total 6,000 students were surveyed initially so we mimicked these same numbers in our post survey as well. Participation was increased by 20% which equates to 1,740 students from initial survey. Due to the modes we used, the costs were minimal to run this campaign. *Email from Student Services: Free *Flyers: Cost of printing for 50 color, glossy copies: $50.00 *TV Still Frame: Free *Radio Ad: Free *Speakers for Cult & Civ. Event: Volunteers but we chose to pay each speaker $50 for their time. *Actual blood drive: Sponsored by Red Cross so no cost was endured. Overall, the cost for the entire campaign equaled $200.00

Continued Evaluation Analysis

Outcome Hypothesis: The campaign objective was met. The campaign increased participation by 20% and was extremely cost effective. Meta-evaluation: Romeoville High School and St. Francis University have both noticed our progress in blood drive campaigns and are considering implementing the same campaign for their fall terms.

Future improvements: --Bring in speakers that spoke more on actual donation process rather than only benefits. We implemented these changes after the results of our Cult. & Civ. Event. --Make donating seem more convenient and more effortless --Implement plan year round to have a better chance at success.

Results from Culture and Civilization Event

Blood Positive/Neutral

Two weeks before the blood drive, students were surveyed as they entered a Cult & Civ presentation in which three people whose lives were saved by blood transfusions shared their stories. The initial results indicated that only 20% of the 60 attendees had given blood; 70% did not plan to give blood. Of those, 50% were afraid of it hurting; 25% had medical conditions that they believed prevented them from donating; and the other 25% indicated it wasnt convenient. After the event, another quick survey of the audience was taken with these results: 50% did not plan to give blood; 40% were afraid of being hurt. Fifteen students signed up for appointment slots.

*What does this mean for the campaign?* -Based on these results it can be seen that our message is accomplishing something, but not as much as we would hope for. Therefore, we must intensify our message. Because our campaign is not failing, we can continue in the same direction and not change anything, but rather just make a more powerful effort to have our message effect more people in a short amount of time.

Ways to do this? -We must do a better job of showing that the pain of donating blood is extremely minimal . *What we SHOULD have done? -During our Cult and Civ presentation we also had a segment that included students that had given blood within the audience explaining the pain and what the process included. This provided our target audience with more demographically similar sources to portray a positive message about the goal of our campaign. -This type of audience participation not only showed that those students that already donated were special to us and deserved to be singled out for their actions but also that there were already students in the very room that had given blood and lived to tell about it. *Its a temporary pain for a permanent result.*