Workplace Partnership for Life Hospital Campaign Group Coaching Call Thursday, March 12, :00 – 3:00 p.m. ET

Hospital Campaign Support Team Akoya Genna Cavanaugh Shelly Morningstar Bette Hughes Reese McArdle

Hospital Campaign Support Team Provide support to HRSA’s Workplace Partnership for Life – Monthly “News & Updates” e-newsletter – Development of campaigns such as Hospital Campaign – Materials for toolkits, webinars, and related efforts – Campaign coaching calls – Management of and correspondence at WPFL Campaigns – Give 5 – Save Lives – Campus Challenge – Hospital Campaign

Jenny Miller Jones Director of Education Kentucky Organ Donor Affiliates (KODA) – With KODA since 1990 – Oversees public education, workplace partnerships, and media outreach Serves on Hospital Campaign Leadership Team, the DLKY and DLWV State Teams, and the Kentucky Trust for Life Board of Directors

Hospital Campaign Overview Donor Registrations – Phases I-III − 327,815 Goal – Phase IV − 100,000 additional donor registrations Participants − 11 National Partners − 58 of 58 OPOs − 25 of 52 DLAs − 1,222 of 4,471 Hospitals − 157 of 247 Transplant Centers − 26 of 52 State Hospital Associations

Hospital Campaign National Partners American Hospital Association American Society of Transplantation American Society of Transplant Surgeons Association for Multicultural Affairs in Transplantation Association of Organ Procurement Organizations Donate Life America Donation and Transplantation Community of Practice International Transplant Nurses Society NATCO, The Organization for Transplant Professionals Organ Donation and Transplantation Alliance United Network for Organ Sharing

Hospital Campaign Leadership Team Ken Alexander VP, Quality & Regulatory Activities Louisiana Hospital Association Christy Bethel Donation Development Coordinator OneLegacy Karan Collins Director of Hospital Development Donor Alliance (AOPO HD Council Co-Chair) Lauren Fitting Community Outreach/Partnership Coordinator Lifeline of Ohio Todd Franzen Community Education Coordinator Gift of Life Donor Program Becky Gertsch Director of Hospital Development Arkansas Regional Organ Recovery Agency Deborah Gibbs Public Relations Manager LifeShare of the Carolinas Beth Hannan Director of Hospital Development & Family Services LifeShare of Oklahoma Kirsten Heintz Director of Communications Louisiana Organ Procurement Agency Jenny Miller Jones Director of Education Kentucky Organ Donor Affiliates Patty Ladegaard Program Coordinator Donate Life California Yoli Montemayor Senior In-House Coordinator Texas Organ Sharing Alliance Josh Muller Manager of Communications Gift of Hope Katy Smith Director of Marketing and Communications Lifeshare of Oklahoma Kelly Thompson Executive Policy and Privacy Officer The PA eHealth Partnership Authority Diana Westbrook Editor UNOS Charlene Zettel President/CEO Donate Life California

Campaign Best Practices Collaboration, engagement, communications Collaboration between all participants −Hospitals −Hospital Associations −Donation organizations Dual campaign support from hospital team members −Development −Public Relations/Marketing Community engagement All internal/external communications drive to state donor registries

Making the Most of the Next Six Weeks OPO/DLA partners – OPO Hospital Development and Public Relations staff – DLA Public Education/Community Relations staff – Eye and Tissue Bank team members Hospital partners – Donation champions/key hospital leaders – Donation Advisory Council members – PR, education and marketing staff – Human Resources, community health educators Hospital Association partners – Quality Improvement staff – Communications/Marketing directors

Campaign Resources Enrollment form, guide, scorecard, and toolkit with communications materials Toolkit badge Learning Series webinars Coaching

Let’s Look at the Scorecard Record actions and earn points More than 40 suggested donor registration activities to earn points Enrolled hospitals can earn recognition for many activities already being conducted

Hospital Use of Social Media Hospitals are increasingly using social media Primary reasons for hospitals branching into social media: −Connecting with patients and communities −Building brand awareness, loyalty, and market share By late 2014: −More than 99% of hospitals had a Facebook account −More than 50% had a Twitter account

Social Media Messages for 2015 Observances Messages and graphics for social media posting: National Eye Donor Month – March Celebrate Spring – March 20 National Donate Life Month – April Hashtag: #LetLifeBloom

Tips for Hospital Campaign Social Media Messaging Share messaging drafts internally with your OPO/DLA communications/social media staff Be sure to use the #LetLifeBloom hashtag so you can track trending Hospitals using social media messages earn 30 points per posting on the Hospital Campaign Scorecard Messages and graphics can be re-purposed for use in blasts from hospital leaders and in community newsletters, or for printing on tent cards and posters

Reporting Timeline Campaign timeline: August 2014 through April 30, 2015 Deadline – end date for all activities: Thursday, April 30, 2015 Hospitals/partners −Submit scorecards to OPO/DLA with all activities conducted through April 30 – suggested date: Friday, May 8, 2015 OPOs/DLAs −Deadline – Gather and forward all scorecards to Friday, May 15, 2015 −Complete and submit Campaign Results Form (reporting total Phase IV donor registrations from all partners) to Friday, May 15, 2015 *These are dates/deadlines for all activities; donor registrations resulting from Phase IV activities may be counted through May 2015

Recognition Timeline All partners who enroll and submit an activity Scorecard by May 15 will be formally recognized by HRSA and National Partners June 2015 – HRSA begins recognition for Campaign achievements DLAs recognized at DLA annual meeting OPOs recognized at AOPO annual meeting News release template provided for DLAs, OPOs, hospitals, and hospital associations to announce involvement, achievement, and outcomes Hospitals reaching bronze, silver, or gold status receive special certificates, provided to their OPO/DLA partners for presentation Honorees posted on organdonor.gov

Final Reminders Resources for the Hospital Campaign at: – Join e-news list – request to and receive: Monthly News & Updates featuring latest Hospital Campaign ideas and stories All webinar and special opportunity invitations and webinar wrap-up s Messages and graphics for social media posting

THANK YOU! Join Us for Our Upcoming Hospital Campaign Learning Series Webinar Thursday, March 26, :00 – 3:00 p.m. ET webinars/