Hot line, call within Russia is free
8 800 333 33 30
Contact us

ru en

Interview with Alexandra Vnuk

The base for the laureate project of the Federal Medical-Biological Agency of Russia Blood Center «On the Pulse of Life» are education, information, loyalty. Alexandra Vnuk, head of the donation development department of the FMBA of Russia Blood Center told us how to implement them on a large scale and in relation to various target audiences of the donor community.

In the nomination of the All-Russian Competition of Professional Skills of the Blood Service «The Secret of Success is Constancy», the project «On the Pulse of Life» became the best in the development of free regular donation of blood and its components. Tell us about the project. How did this idea come about, what goals were set?

«On the pulse of life» is a comprehensive long-term project of the FMBA of Russia Blood Center, the implementation of which began in 2014. We submitted achievements for 2016-2021 to the competition. Why? Perhaps, for us, this is the brightest and most active period of work, when the project was developed. Its base are information, education and the loyalty to the institution. The project is designed to improve the quality of the institution, to raise the level of awareness of the audience, thereby introducing a number of significant changes in the portrait of the donor.

Tell us about the target audience of your project.

The project is focused on several target groups: people just planning to join the donor movement, regular donors and schoolchildren. Donation is for everyone! At the same time, depending on stage of project implementation, the emphasis is placed pointwise on each segment of the audience.

Tell us about the importance of feedback in working with donors. How to effectively organize this process?

Colleagues pay great attention to promptly answers to donors in the official resources of the institution, including social networks. The main rule of our team is to provide an answer as soon as possible. We are online in dialogue 24 hours a day, 7 days a week. An important part of the feedback is the regular survey of visitors to the institution, where everyone can evaluate the work of the Blood Center and leave their wishes and comments.

Working with social media is very important today. How was this part of the project organized? What is the best way to organize such activity in other blood service institutions?

Indeed, social media is one of the main tools for informing and engaging with donors. In order to maximize the convenience for our audience, we use a single name for the site, the hashtag and all groups in social networks and instant messengers.

Since 2015, the Donor Development Department, together with the leading specialists of the institution, has been regularly developing a detailed content plan for social media. It is compiled taking into account the requests of donors, the seasonality and the needs of the institution. The number of unique materials in just one category #KnowledgePower increased from 86 in 2016 to 268 in 2021. It should be noted that they are popular not only with our donors, but also with colleagues from other blood service institutions. Thanks to this, we increase the level of literacy and awareness of our fellow citizens about the donation procedure.

In 2021, in order to build a more effective dialogue with the audience, the Blood Center team launched a new format of work - live broadcasts with the institution's specialists. In a year and a half, we managed to hold 10 online meetings.

We love to inspire our subscribers. Therefore, the introduction of the heading #WordToDonorsCenter has become not only an opportunity to get acquainted with the “neighbor” in the donor chair, but also an effective tool of motivation.

Tell us about the educational block of the project and interaction with universities.

An important part of the project is education. We carry out comprehensive work with universities, secondary educational institutions and companies that organize or are just planning Donor Days in their office/enterprise. The staff of the Center annually conducts more than 20 lectures and online lessons for students and organizations. These events have a positive impact on the audience, help dispel the most common myths about donation and fully reveal the path of the donor.

Also in focus is the education of future donors. The specialists of the FMBA of Russia Blood Center have developed a program of excursions, in which schoolchildren, their teachers and parents, accompanied by regular donors, go all the way, from the reception desk to the donor chair. Upon request, young tourists are offered to determine the blood group in the express laboratory. The excursion program also includes visits to production units, where they talk about the further path of blood, including the fractionation stage and cryobank.

In 2020, we entered into agreements on social cooperation with two Moscow schools in order to organize in-depth training for students of specialized medical classes. So far, more than 15 joint events have been held.

Most of the work within the framework of the On the Pulse of Life project is related to the loyalty of donors. What events and activities have increased donor loyalty to the institution?

The Blood Center has done a great job in this direction. In order to check satisfaction with the quality of reception, we regularly conduct a survey of the donor contingent, which I mentioned earlier. This analytical activity allows us to respond in a timely manner to the requests of our donors and make appropriate changes, improve particular cases. Reception logistics has been corrected, an electronic queue has been introduced, the navigation system has been improved, information stands on topics of interest have been added - this is a small part of the transformations that have taken place in the institution during this time.

Since 2020, we have been implementing an internal corporate project to increase the level of donor loyalty to nurses. For a year and a half, experts note the positive dynamics in the development of interaction between medical personnel and donors, including the level of communicative competence. In order to become closer to our donors, we have launched a seasonal column, in which we talk about the medical workers of the Blood Center.

Emotions are the key to motivation of donors for a regular visit to the Blood Center. Positive emotions from coming to the institution, making a donation, the opportunity to communicate with new people and participate in events. That is why, throughout the entire period of the project, we are working to create an appropriate atmosphere.

Let's not forget about online activities. Thematic quizzes not only increase the literacy of our donors, but also ensure the development of communications with specialists. A nice bonus is a set of souvenirs for the winners and the most active participants.

Attracting business to participation in the All-Russian Loyalty Program of the Blood Service allows us to say: «Thank you!» to every regular donor.

Are you satisfied with the results of the project? How do you plan to develop it further?

It is a long term project. Analyzing the key indicators of our work every year, we see significant progress, both quantitative and qualitative.

We have formed a group of responsible regular donors. They return to us with their friends, colleagues, spouses, and some already with children who grow up before our eyes and join noble deeds from an early age.

As for the numbers, here we also have something to be proud for. The communication strategy of the Blood Center for a number of years has made it possible to significantly increase the rate of regular donors (from 60% in 2016 to 75% in 2021), halve the number of temporary withdrawals and significantly increase the loyalty index to the Center.

The team of the institution continues to listen donors, striving to bring the brightest ideas to life. I can say without hesitation that there are many ambitious plans ahead, the implementation of which is impossible without the participation of not only the specialists of the Center - professionals in their field, but also the donors themselves.

And our traditional question: what would you wish donors and those who are going to join the donor program?

Dear donors! A spark of life is in each of you. Cherish this gift and continue to share the light for the health of complete strangers. For those who have not yet decided to sit in a donor chair, I advise you to try. Good Deeds are contagious!

Other interviews
Interview with Julia Cheresova
The real story of saving a woman in labor with a rare phenotype by a donor formed the basis of the award-winning project “You can be a superhero!” in the "Best Video" category in the "Don't Miss the Important" nomination of the All-Russian Competition of Professional Skills of the Blood Service. The donor-savior came straight from the tundra on a snowmobile! The work was presented by the Blood Transfusion Department of the Nadym Central District Hospital of the Yamalo-Nenets Autonomous Okrug, headed by Julia Cheresova.
Interview with Patimat Abdurakhmanova
The blood transfusion station in the Republic of Dagestan willingly supports volunteers and public figures to promote blood donation in the region. An example of such cooperation came to the original publication - a brochure in which the donor himself talks about stem cell donation. The creator of the booklet is Patimat Abdurakhmanova, volunteer, head of the «Tut Dobro» charity foundation. She told us about the new project, which became one of the winners of the All-Russian Competition of Professional Skills of the Blood Service.
Interview with Irina Lositskaya
The first person the donor interacts with is the nurse. Not only professionalism is very important, but also personal involvement. Laureate of the All-Russian competition of professional skills Irina Lositskaya, operating room nurse, chief nurse of the Blood Center of the FMBA of Russia, told how to combine these qualities, what depends on it and why ethics issues have become so relevant in the age of high technology.
Interview with Svetlana Mishina
The Ulyanovsk Regional Blood Transfusion Station uses non-standard creative approaches to promote donation among young people. Its interactive project Donor-Party significantly increased the number of young donors during the year, and helped many of them overcome their fear of donating blood. Svetlana Mishina, pr-manager of the Ulyanovsk regional blood transfusion station, tells about the project, received a well-deserved award at the All-Russian competition of professional skills of the Blood Service in the nomination “Time to do adult things”.
Interview with Natalia Asanova
Thanks to student groups the Mordovian Blood Service attracted thousands of new donors and established large-scale work with the youth of the republic. The results of this joint work were highly appreciated by the jury of the All-Russian Competition of Professional Skills of the Blood Service. The project "Donor student teams" became a laureate in the nomination "When hearts beat in unison." Together with Natalya Asanova, pr-manager of the Mordovian Republican Blood Transfusion Station we discussed the support of student teams as a guarantee of success.
Interview with Natalia Sidorova
The growing interest of young people in social work is visible in many regions of Russia. High school, university students and graduates are willing to volunteer and get their first professional experience by helping others. Blood donation is one of the most honorable and popular areas of such social activity. This was told to us by Natalia Sidorova, head of the information and social support department for youth of the "Regional Youth Center" of the Kaluga Region.
Interview with Marina Sheludko
For volunteers, the donor movement is not only participation in blood donation campaigns, but also a big school of social work. By entering into the donor path, the guys cultivate high moral principles, learn to manage socially significant projects. This was told to us by Marina Sheludko, head of the Volunteering Support Center of the Tula State Lev Tolstoy Pedagogical University.
Interview with Anna Terentyeva and Alexey Sevryugov
The St. Petersburg student organization "Blood Drop" is a one-of-a-kind talent foundry for the volunteer movement of donors. They coordinate and inspire the efforts of like-minded people in many universities of St. Petersburg. Everyone who contacts them about blood donation receives support. The Curators of Blood Drop Anna Terentyeva and Aleksey Sevryugov told us more about the project.
Interview with Tatyana Suslova
Tatyana Alexandrovna Suslova, head of the Molecular Biology Diagnostics Department in the Chelyabinsk Regional Blood Transfusion Station. She became the best doctor of the Blood Service in the category «Doctor of the Clinical Diagnostic Laboratory» of the Blood Service Professional Excellence Competition 2020. Tatyana Alexandrovna is not only a practicing immunogeneticist, but also a theoretician: Tatyana Aleksandrovna shares her knowledge with students at the Department of Microbiology, Immunology and General Biology of Chelyabinsk State University. Among her many professional merits is the participation in the development of Chelyabinsk as one of the leading transplant centers in Russia.
Interview with Natalia Popkova
The video clip with the hymn of the Sverdlovsk donors «We are with you of the same blood» and the «Team game» project with the football players of the Ural club became winners of the All-Russian Competition of Professional Skills by the Blood Service. Natalya Popkova, Deputy Chief Physician for Organizational and Methodological Work of the Blood Transfusion Station of the Sverdlovsk Region, Chief Freelance Transfusiologist of the Ministry of Health of the Sverdlovsk Region and the Urals Federal District, told about the work on projects, which unites sports, art and blood donation.
Interview with Oksana Kozhemyako
Regional institutions of the Blood Service are not afraid to experiment — they create volunteer structures, entrust young employees with responsible work to attract new partners and donors. One such example is the Youth Council, which was formed at the Khabarovsk Regional Blood Transfusion Station. The head physician of the station Oksana Valerievna Kozhemyako told us about several successful projects of the Council, which became laureates of the All-Russian competition of professional skills of the Blood Service.
Interview with Lyubov Leonova
A creative project «5 principles of safe blood donation» informs donors about various aspects of regular donation of the Blood Center of the Leningrad Region. It took the Best Booklet category in the Not to Miss the Important nomination of the Blood Service professional skill competition. Lyubov Leonova pr-manager of the Blood center answered the questions about this project.
Interview with Khadizhat Tankaeva
Blood transfusion stations are increasingly and more confidently taking on the production of social advertising. With the help of their teams, they publish printed publications about & nbsp; blood donation, shoot game and & nbsp; non-game videos. One of the notable creative projects was the film The Warmth of Your Hearts, released by the Blood Transfusion Station of the Republic of Dagestan. About & nbsp; movie & nbsp; & mdash; laureate of the All-Russian competition of professional skills of the Blood Service & nbsp; & mdash; the head physician of the institution Khadizhat Tankaeva told us.
Interview with Tatiana Blagovidova
Saratov Regional Blood Transfusion Station took first place at the All-Russian Competition of Professional Skills in 2020 with the project "Thank you for help!" in the "Time to do adult deeds" nomination for "The best youth project aimed at promoting and developing voluntary donation of blood and its components". Promotion of blood donation among young people is one of the key activities of the blood service for the development of free blood donation. Tatyana Blagovidova, Deputy Chief Physician for Organizing Donation, will tell us about how this work is being done at the Saratov Regional Blood Transfusion Station.
Interview with Marat Khapman
The video "Minutes to give life", created by the Ulyanovsk regional station, is devoted to difficult questions: how a personal example of parents teaches children to save lives, how it helps to feel involved in the fate of people in need of donor blood, and why donation needs to be discussed at school. This year its authors became laureates of the All-Russian competition of professional skills of the Blood Service in the category "Don't miss the important". Marat Erikovich Khapman, a chief physician of the Ulyanovsk regional blood transfusion station, tells about how the project was created.
Interview with Anastasia Volchenkova
Twice a year, the Management Company of the special economic zone "Dubna" organizes and conducts Donor Days. Donor campaigns are attended not only by its and resident company’s employees but also from significant organizations in the city of Dubna. Anastasia Volchenkova, marketing and PR director of the joint-stock company “Special economic zone of technical-innovative type“ Dubna ”, tells about the specifics of donor actions.
Interview with Elena Gubanova
This year the project "Quarantine is not an obstacle to a responsible donor" by the Stavropol Regional Blood Transfusion Station became a laureate of the All-Russian competition of professional skills of the Blood Service in the category "Best poster" in the nomination "Do not miss the important." Elena Gubanova, PR manager of the Blood Service of the Stavropol Territory, talks about the project and the specifics of communication during the pandemic period.
Interview with Inna Sakhno
The donor movement of the Moscow University for the Humanities is more than twenty years old. Inna Sakhno is a Chairperson of the Student Council of the Moscow University for the Humanities. She told us about Donor Days and changes during the pandemic.
Interview with Anastasia Akhlamova
Students of the Moscow State Psychological and Pedagogical University actively participate in the student donor movement. Anastasia Akhlamova, one of the donor movement leaders of the Moscow State Psychological and Pedagogical University, a 4th-year student of the Faculty of Clinical and Special Psychology, told us about how it was possible to survive the introduction of restrictive measures during a period of increased epidemiological danger.
Interview with Gulnara Letfullina
It is always teamwork to organize donor actions and events. Gulnara Letfullina, chairman of the donor team "Nadezhda" told us about the organization, arose from a small group of like-minded donors at the A.I. Yevdokimov Moscow State University of Medicine and Dentistry.
See also
You gonna donate blood? Tell your friends about it on social networks.

Most people know very little about donation and therefore trust the most unreasonable myths...

The blood service is a structure that brings together health care facilities (or facilities) across the country...

Donor movement covers all who care about the fate of others, those who...