Carol Doane organized a birthday-themed blood donation event in response to an invitation from the Puget Sound Blood Center's social media coordinator. The campaign successfully raised awareness about the need for blood donations and resulted in four pints collected, potentially saving twelve lives. Social media played a crucial role in marketing the event and enhancing Carol's personal brand.

1. Carol’s Save a Life Birthday Party Donate Blood Save a Life

2. Campaign Overview The campaign encompassed three objectives: Present a personal call to action—donate blood Raise awareness of the ongoing need for blood donation in Southwest Washington Create an adventure

3. Event concept unfolds Carol Doane received a received a direct message on Twitter from a slightly vampirish follower, @SWBlood. Sean Debutts is the real life person behind @SWBlood and the Social Media Coordinator for the Puget Sound Blood Center. “ Would you be interested in organizing a blood drive at the Vancouver Donor Center? You only need a few donors!” he encouraged.

4. How about a party? Carol Doane thought, why the heck not, and DM’ed back, “What would I need to do? What does only a few mean?” In moments the plan was hatched. The event would take place 3-½ weeks later and would carry a birthday party theme.

5. Assign Tasks Sean Debutts created an online scheduling site, crafted a Schmap, forwarded FAQ’s to Doane to help in participant procurement and served as general cheerleader Carol Doane created an online poster, handled the marketing—focused solely on social media sites— and in general, stressed about securing enough donors to make it worthwhile for the blood center staff.

6. Strategy Online venues were pursued with vigor, paying special attention to the audience close enough to participate at the Vancouver, Washington blood center. A post event follow-up was planned to honor the participants and make sure those who didn’t attend would sense it as a loss. It would be fun!

7. Posts appeared on three different blogs: “ Carol Previews How to Party” (ActiveQu3st.com) “ Party starts at noon. You coming?” (PearlofCarol.com) “ It’s party time” (360Convos.blogspot.com)

8. Event Pages were created on various sites : Facebook Meetup Schmap Upcoming Guerrilla-Media Email went out to friends

9. Prior and ‘as it happens’ location, comments and pictures published Twitpic Twitter LinkedIN Foursquare

10. After event marketing appeared as blog posts and links “ Four pint success” (360Convos.blogspot.com) “ She pulled out the needle-I pushed it away” (PearlofCarol.com) Facebook fan page and personal profile page linked back to blog posts LinkedIN noted as network activity Robust Twitter chatter

11. The cost $14.99 for cake Immediate results Four pints of blood, the potential to save twelve lives

12. Social Media Participants Fourteen people logged on Facebook as ‘maybe attending’ Numerous cheered in comments areas Two used the online scheduler One cancelled One follower donated blood who had never met Carol Doane That follower is also named Carol

13. Inspired! Tweeter follower @booksaboutpeace drew inspiration and posted a traumatic family event that required a life flight and blood transfusion to save her child’s life Donate Blood: It’s a positive experience http://owly/1A3rf Inspired by the constant yammering, another champion stepped forward and agreed to celebrate her own birthday with a blood drive

14. Non-Social Media Participants Carol Doane’s sister donated blood Carol’s out-of-town parents donated cash Carol’s out-of-town parents wrote the check to wrong non-profit

15. Personal brand Carol Doane’s personal brand was enhanced by the goodwill campaign She has WAY more friends

16. Woot! What a birthday party Carol received no unwanted birthday gifts Carol got to eat chocolate cake Two pieces