Virtual awards for milestone donations on smartphone app

The New Zealand Blood Service mobile smartphone app was launched in 2016 and has proved to be a valuable tool to retain blood donors and enhance the donor experience. This is evident from the 33 000+ active app users per month.  Through the app, donors have access to their donor profile that includes their blood group, donation history, and electronic donor card.  Donors also get notifications when they are eligible to donate, for upcoming mobile drives, appointment reminders, and when their blood is used.  In fact, up to 70% of all donation appointment are booked through the mobile app.

In an effort to further improve the donor experience, and get donors more engaged, a new feature of the app was launched on 21 April 2020, Milestone Badges. Through this “gamification” element to the app, donors can now unlock digital badges at specified donation milestones and share their achievements with their friends and family to social media as selfie frames.

Milestone badges is just another step we are taking to recognise and celebrate the time and dedication that it takes our generous blood donors to reach different milestone. It is also a unique way we can continue donation loyalty and retain our donors. 

For more information and to download the app, visit https://www.nzblood.co.nz/give-blood/smartphone-app-for-donors/