2. Community-Focused Radio Campaigns: Gospel Radio and Hispanic Radio Presented by: Ayanna Anderson June Wallace Noel Sanchez Community Development Liaisons

3. African American Demographics in the CTDN DSA

4. Challenge: What is the most effective strategy for bringing the message of donation to African American residents in our DSA? Strategy: From 2000 – 2005, CTDN leveraged a “3 C’s” corporate marketing approach: Culturally-competent collateral Church collaborations Core message of organ donation Early Approaches

5. The Message of Donation Earns a Trusted Place at the Pulpit “If you build it, they will come,” -Field of Dreams (1989)

6. Pastors Begin Walking the Donation Walk

7. Paradigm Shift New Challenge Arises…… How do we capture the essence of the SF Citywide Revival and create a sustainable platform for bringing the message of health, healing, and the Gift of Life to more African Americans throughout our DSA?

8. Same Message, New Medium Gospel Station, KDYA (1190 AM)

9. Lifting the Voices of African American Donation Champions

11. Gospel Radio: Results Consent From 2011-2012, CTDN achieved a production milestone by creating 25+ original spots/segments throughout the calendar year; Data analysis from the first half of 2012 (Q1 & Q2) confirmed that in the 3-county region of the East Bay, conversion among African Americans doubled (from 40% to 85%) Reach and Response  To date, CTDN has produced more than 50 original PSA spots/vignettes/Gospel Spotlight segments that are in rotation;  CTDN has solidified relationships with nearly 20 African American faith influencers who are champions for organ and tissue donation.

12. Increase in First Person Auth.

13. In Memoriam Joy Love Williams, waiting for lung transplant KDYA Participant – April 2014 1965 – 2014

14. Community-Focused Hispanic Radio Campaign

15. Based on 2010 Census for all ages. Consent rate among Hispanics was 51 % in 2011 Goal: Increase consent rates among Latinos in CTDN’s DSA Latinos in our DSA

16. Previous Campaigns Message was not customized for geographical areas Content sometimes was generic, translated from English Challenge Where is the greatest need? Which Latinos do we target? How do we make donation relevant to them?

17. Niche market

18. Where did we put in our resources? Radio Católica – Salinas 55 % Latino KIKI/KATD San Francisco-Sacramento 15 % Latino

19. What did we do differently? Changed message: “Talk to your family about donation”-vs- “Register today”. Normalized donation in our messaging by giving radio listeners a broad range of views that would better resonate with them. Concentrated on migrant agricultural farm workers who are either new arrivals who typically are “out of the loop” in terms of regular communications outreach programs. Production – $500 Broadcast – $7,200

20. We became scriptwriters, producers, voiceover talents in studio and post production partners Produced Public Service Announcements Scheduled interviews/small radio segments How did we do it? Approximately $2,500 of free advertising

21. Top 5 Takeaways Content conceived and written in Spanish is more effective. Geography makes a difference. Fostering family conversations is a less threating approach. Less is more. Find your niche market! We are production partners, not only seeking to sell donation.

22. 2015 and beyond

23. Questions?

24. Thank you Ayanna Anderson aanderson@ctdn.org June Wallace jwallace@ctdn.org Noel Sánchez nsanchez@ctdn.org