When someone is injured and in need of blood, most people just take for granted that the needed supply will be available. But some organization—in most cases, The American Red Cross—is responsible for making sure public donations keep pace with demand.
The Challenge: The American Red Cross, the nation's largest blood supplier experienced a 10 percent decrease in its market share of blood collections over a 10-year period. And the decrease comes at a time when the nation's demand for blood is on the rise.
The Solution: North Highland devises a new model that can accurately predict a donor's lifetime value in blood pints. The Red Cross is able to see the actual lifetime value of each donor the organization secures and retains. North Highland helps the Red Cross realign its marketing strategies to preserve a declining donor base and focus on retention—rather than the frequency—of blood donors.
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