Question: Message Strategies: Requests for Action. Th is morning as you drove to your job as food services manager at the Pechanga Casino Entertainment Center in Temecula, California, you were concerned to hear on the radio that the local Red Cross chapter put out a call for blood because national supplies have fallen dangerously low. During highly publicized disasters, people are emotional and eager to help out by donating blood. But in calmer times, only 5 percent of eligible donors think of giving blood. You're one of those few. Not many people realize that donated blood lasts only 72 hours. Consequently, the mainstay of emergency blood supplies must be replenished in an ongoing eff ort. No one is more skilled, dedicated, or effi cient in handling blood than the American Red Cross, which is responsible for half the nation's supply of blood and blood products. Donated blood helps victims of accidents and disease, as well as surgery patients. Just yesterday you were reading about a girl named Melissa, who was diagnosed with multiple congenital heart defects and underwent her fi rst open-heart surgery at 1 week old. Now 5, she's used well over 50 units of donated blood, and she wouldn't be alive without them. In a thank-you letter, her mother lauded the many strangers who had "given a piece of themselves" to save her precious daughter-and countless others. You also learned that a donor's pint of blood can benefi t up to four other people. Today, you're going to do more than just roll up your own sleeve. You know the local Red Cross chapter takes its blood donation equipment to corporations, restaurants, beauty salons-any place willing to host public blood drives. What if you could convince the board of directors to support a blood drive at the casino? Th e slot machines and gaming tables are usually full, hundreds of employees are on hand, and people who've never visited before might come down to donate blood. The positive publicity will boost Pechanga's community image, too. With materials from the Red Cross, you're confi dent you can organize Pechanga's hosting effort and handle the promotion. (Last year, you headed the casino's successful Toys for Tots drive.) To give blood, one must be healthy, be at least 17 years old (with no upper age limit), and weigh at least 110 pounds. Donors can give every 56 days. You'll be urging Pechanga donors to eat well, drink water, and be thoroughly rested before donating
Your task: Write a memo persuading the Pechanga board of directors to host a public Red Cross blood drive. You can learn more about what's involved in hosting a blood drive at www .redcrossblood.org (click on Hosting a Blood Drive). Ask the board to provide water, orange juice, and snacks for donors. You'll organize food service workers to handle the distribution, but you'll need the board's approval to let your team volunteer during work hours. Use a combination of logical and emotional appeals.