Valuable Liquids

Widely reported, the Northern Virginia chapter of the American Red Cross is hoping to increase blood donations this summer through its weekly gasoline raffles. Blood donors will be entered into a weekly drawing for $100 worth of gasoline. At the end of the summer, donors will be eligible for a drawing for $1000 worth of gas.

My first thought was that this is terribly silly. On further reflection, I decided that it was a brilliant public relations strategy. By tying their story of summer blood shortages to the story of high gasoline prices, the Red Cross was able to receive valuable publicity for its blood donor program.