2. Developing Community Education Strategy Utilizing Statistical Modeling Presented by Ayanna Anderson and Noel Sanchez on behalf of Sandy Andrada

3. Challenge Large service area Extremely diverse population centers – Ethnicity – Acculturation – Social-Economic Status – Language Inability to track donor designation by ethnicity

4. Work With an Expert Connected with Dr. Michael Reibel PhD at CSU Pomona Experience with demographic analysis and mapping Agreed on focus and objective of study

5. Objective of Study Evaluate patterns of conversion rates and donor designation rates Relate this data to identity factors and neighborhood effects Develop data to support community education strategic plan Develop data to guide hospital development

6. Step One: Socio-demographic Analysis Utilize available US census data Analysis of race, ethnicity and socio- economic factors Focused on areas of high population density

7. Population Density

8. Median Household Income

9. Education Levels Graduate Degree Age 25+

10. Foreign Born

11. Acculturation

12. Language

14. Step Two: Developing “Neighborhood Typologies”

15. Step Three: Analysis of Donor Registration

19. Step Four: Analysis of Conversion Rates

21. Final Step: Recommendations 1.Geographically target zips with low DD 2.Pursue niche media targeted towards African American, Latino and immigrant communities 3.Refine approach to next-of-kin of older referred patients 4.Outreach to smaller hospitals in remote areas

22. Integrated Community and Media Strategy HRSA meta-analysis of public education campaigns Invest a portion of community education resources towards low DD, low SES communities Focus a portion of media on these same communities Develop messaging to promote inter- generational conversations

23. Focus Groups Focus on 8-13 targeted communities Discover attitudes/barriers towards registration Discover attitudes/barriers towards donation Develop messaging and messaging channels

24. Conclusion Utilize available internal data to re- discover your DSA Overlay this onto census data to discover trends and opportunities Develop strategic plan based on results

25. Sandy Andrada Community Education Manager sandrada@ctdn.org