BACKGROUND Incentives are often used to enhance the effectiveness of recruitment and retention campaigns targeting blood donors. However, the degree to which incentives succeed in attracting and facilitating repeat donation is unclear. A systematic literature review, following PRISMA guidelines, investigated the existing empirical evidence regarding the use of monetary and nonmonetary incentives within blood donation. STUDY DESIGN AND METHODS A comprehensive search of relevant databases identified a total of 71 papers for inclusion in the review for defining and operationalizing incentives (Objective 1), of which nine papers empirically investigated attitudes toward incentives (Objective 2), 31 papers investigated the impact on blood donation behavior (Objective 3), and eight papers investigated the impact on blood safety (Objective 4). RESULTS Overall, research into the use of incentives in blood donation is limited, characterized by comparatively few studies, predominantly focused on whole blood donors, that are confounded by current operating context (paid or voluntary). No incentive has been identified that all segments of the nondonor and donor panel report positive attitudes toward, that has a positive impact on behavior, and that has no negative impact on blood safety. Certain incentives (i.e., discounts, tickets, gifts, and paid time off work) have the strongest evidence base for potential inclusion within voluntary nonremunerated (VNR) donation systems. CONCLUSION Due to the limited nature of the existing literature (particularly for apheresis donors) and inconsistencies observed within the results, additional research investigating the likely impact of introducing (or removing) monetary or nonmonetary incentives in VNR donor recruitment or retention is essential.

Recognising that charitable behaviour can be motivated by public recognition and emotional satisfaction, not‐for‐profit organisations have developed strategies that leverage self‐interest over altruism by facilitating individuals to donate conspicuously. Initially developed as novel marketing programmes to increase donation income, such conspicuous tokens of recognition are being recognised as important value propositions to nurture donor relationships. Despite this, there is little empirical evidence that identifies when donations can be increased through conspicuous recognition. Furthermore, social media's growing popularity for self‐expression, as well as the increasing use of technology in donor relationship management strategies, makes an examination of virtual conspicuous tokens of recognition in relation to what value donors seek particularly insightful. Therefore, this research examined the impact of experiential donor value and virtual conspicuous tokens of recognition on blood donor intentions. Using online survey data from 186 Australian blood donors, results show that in fact emotional value is a stronger predictor of intentions to donate blood than altruistic value, whereas social value is the strongest predictor of intentions if provided with recognition. Clear linkages between dimensions of donor value (altruistic, emotional and social) and conspicuous donation behaviour (CDB) were identified. The findings provide valuable insights into the use of conspicuous donation tokens of recognition on social media and contribute to our understanding into the under‐researched areas of donor value and CDB. Copyright © 2014 John Wiley & Sons, Ltd.

Marketing campaigns for recruitment/retention of male donors should focus on identified motivators rather than take a 'one-size-fits-all' approach.

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