Here is a Brand Contact audit presentation that I did within a group as part of my Vega Honours class.

1. Gareth
Agar
Japie
Kruger
Neil
Withers
NPO Brand contact audit
Chosen NPO: Organ Donor Foundation

2. Formed 1988 to address issue
of shortage of organ and tissue
donors in SA
National umbrella for the
promotion of organ and tissue
donation. Plans & implement
education & publicity
campaigns.
Not a medical organisation,
no role in procurement or
placement of organs

3. Raising awareness of organ
donating (specifically registering to
become an organ donor) thereby
increasing the number of organ
donors in the country.
Educating medical professionals
on organ donor identification and
organ procurement programs
ODF
Core
promis
e

4. Contact
point
Includes all contacts with a company
or the brand of the company where
the consumer is sure of which
company or brand he/she is dealing
with
Essential for a
company to know all
its contact points and
handle them
accordinglyAny moment that the brand
performs or expresses itself
and influences what
stakeholders
think/feel/believe regarding
the brand

5. Key
contact
journey
Series of contact points one
encounters from the first
moment of exposure (pre-
purchase) to the experiences
of the customer after they have
committed to the brand (post-
purchase)
Most non-profit organizations are not trying to sell you a product
therefore we treat the moment of engagement whereby you fulfil the
organizations core purpose (or one of them) as the ‘purchase’ point.

6. Purchas
e
stage of
ODF
Someone registering to become an organ donor

7. Organ
procurement
programs
Education of
medical
professionals
on organ
donor
identification
‘Pre-purchase’
contact points
Secondary purpose

8. These levels of education include three major endeavours from
the organization
Organ
procuremen
t skills
training
programme
s
Red
information
files
Educational
field trips

9. Contact
points
Distribution
of
Information
Educational
Talks
Social
Media
Toll Free
Line
Corporate
wellness
days
Transplant
Flight for
Life
Word of
Mouth
Expos &
Awareness
Events
• Organ Donor
Month
• Remembrance
Services
• Walk
• Civvies Day
Sponsors
Website

10. • Can’t be put it in a box
• Stories have a persuasive ability
• Difficult to chart the impact
• Basic service, but a key ODFcontact points
• Opportunity to make direct contact with ODF
• Adds a personal touch
• Accessible and user-friendly contact point
• First place to go for interested parties
• “Information centre”
• Platform for people to get involved in various ways
• August is organ donor month
• Events are opportunites to build relationships
• Converting awareness into involvement
Word of
Mouth
Website
Toll Free
Line
Keycontactpoints
Organ
Donor
Month

11. Challenges to key contact journey
One’s
own
mortality
Distress
of ODF
workers
How
donation
works
Awareness
&
education

12. Awarenes
s &
education
“Rural areas devoid of public
transport, schools, clinics or roads are
hardly likely to have organ donor
registration as a common topic of
conversation.”

13. Aware
ness
Platform
used
Delivery Barriers
Systemic
Thinking
Problem
does not
live in
isolation

14. The
Phelophepa
Partnership with other NPO increases
contact point and reach of message
Travels to rural areas
to set up a mobile
clinic throughout SA
Sees to more than 45k patients
Delivering primary health
care, education and outreach
programs

15. Branded
bin at all
contact
points
Don’t
waste
organs
Supporting
collateral in
language of
choice
Saving
lives
Organ
s only

16. Bottleneck
Tradition
al
healers
Reason for
partnership
Retail
sponsor

17. The numbers
45k
patients
30%
take up
13500
receiver
s
Spreads
to two
friends/f
amily
27k spread

18. Goals
Reach
new
audience
s
Increase
‘purchase’
stage
Spread the
message
through
stories
Entice
convers
ation
Education
&
awarenes
s

19. That’s us