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If you’re a man between the ages of 35-69, there’s a good chance you’re not a registered donor. That’s what a team at UW Organ and Tissue Donation learned when they dove into data research last year. “We knew it was time for a thorough review of the data,” said Mary Nachreiner, Community Outreach Coordinator with UW OTD. “It quickly became clear that our greatest potential to register more donors was with men in this age group.”


Further narrowing their scope to the areas of the state with the largest population, the team is now targeting education and registration efforts in four counties: Brown, Dane, Outagamie and Rock.

Sample ad that was used as part of a recent UW Organ and Tissue Donation campaign.“We’re taking a top-down, bottom-up approach to this work,” says Carol Hay, Community Outreach Coordinator with UW OTD. The team is working with the DNR, DMV and several unions that support male workers in their demographic. These relationships have led to many new ways to reach men, including a recent competition to register more donors between regional chapters of a union. The team also had great success at several expos, especially the hunting and fishing expo in Green Bay, WI where they conversed with hundreds of men and piloted their new campaign.

“From the beginning it was clear we needed a new message to reach these men,” says Carol. After gathering their thoughts on which facts would be most important to men, the team put them on paper and started asking all the men they knew what they thought. It was a fast focus group process that helped the team create their new content, tagline and design elements. “We didn’t want to stereotype anyone, but we did our homework, and learned that our campaign would resonate well,” says Kathy Schultz, Senior Marketing Consultant with UW Health. The campaign is in full swing and includes advertising, direct mailings, radio and education materials for events.

“We’re just getting started with this campaign, but are building relationships that are expanding our plans,” says Mary. “We are excited to have more men see our messages, and talk with us about their previously held conceptions about donation,” says Mary. “We’re educating more people and registering more donors and that’s always our priority.”