A behavior model for blood donors and marketing strategies to retain and attract them

Abstract

Objective analyze and propose a theoretical model that describes blood donor decisions to help staff working in blood banks (nurses and others) in their efforts to capture and retain donors. Methods analysis of several studies on the motivations to give blood in Spain over the last six years, as well as past literature on the topic, the authors' experiences in the last 25 years in over 15 Non Governmental Organizations with different levels of responsibilities, their experiences as blood donors and the informal interviews developed during those 25 years. Results a model is proposed with different internal and external factors that influence blood donation, as well as the different stages of the decision-making process. Conclusion the knowledge of the donation process permits the development of marketing strategies that help to increase donors and donations.

Motivation to Donate, Job Crafting, and Organizational Citizenship Behavior in Blood Collection Volunteers in Non-Profit Organizations

“…On the other hand, Ego-protection and Career have lower values. This motivational profile is understandable if we consider that blood donation is defined in literature as pro-social, philanthropic and referable to social values such as gift, help, altruism [17,19,20]. For this reason, it is plausible to affirm that those who decide to donate blood, as well as being actively involved in the organizational activities for its collection, are driven by these motivational factors.…”

“…Given the importance of blood donation as a topic, it has long been studied within different disciplines in the fields of healthcare, social welfare, and economics [17,18]. As a gesture of solidarity and altruism, blood donation is indicative of the importance of reciprocity and exchange between individuals, something which goes beyond the utilitarian logic of the free market [17,19,20]. Moreover, due to its ethical and cultural significance, it cannot be equated with the individualistic and self-relating logics of society today [21].…”

Impact of predictive scoring model and e‐mail messages on African American blood donors

“…Finally, effective communication with low‐cost and easily accessible platforms, although an important tool, may not be the sole motivator of blood donation practice. Thus, future research should strive to explore factors beyond the known conventional motivators that are unique to individual donors …”

Blood and Blood Components: From Similarities to Differences

“…However, the situation is far from universal or exemplary. Three taints can be outlined as follows: (1) as the demand for BCs expands in many countries, BEs start applying marketing methods to attain prospective new blood donors, potentially altering the voluntary aspect of donation, or the benevolence (or the absence of profit) ( 11 ). The same holds true for plasma collectors within the industry ( 12 – 16 ).…”