How to increase blood donation by social marketing

Abstract

Our aim is to study the behavior of blood donors by distinguishing donors from non-donors and within donors if they donate frequently, occasionally or have donated only once. To this end we study the determining factors in their behavior, analyzing the possible differences between segments in terms of their sociodemographic characteristics, motivations, inhibitors, and facilitators of behavior, possible incentives to donate blood and lastly their predisposition to donate.

Recruitment strategies: non‐donor segmentation based on intrinsic and extrinsic stimuli

“…To measure barriers, motivations and marketing stimuli of non‐donors, two scales were designed. The barrier scale comprised 21 items adapted from previous studies . Each item corresponded to a barrier related to the question, ‘Please note whether each of the following causes can or cannot prevent you from donating blood for the first time’.…”

“…Respondents could answer Yes or No to each item. On the other hand, the intrinsic and extrinsic motivations scale was made up of 25 items adapted from the literature . In these scales, respondents also answered Yes or No to the question, ‘Please note whether each of the following causes can motivate you to donate blood for the first time’.…”

“…Although retention has its own advantages , recruiting new donors also plays a fundamental role. New donors increase the pool size and replace donors who drop out or are forced to abandon the system .…”

Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

“…2002). Especially, social marketing is highly instrumental in social issues towards which there is a lack of interest in the target audience to respond in a desirable manner and when regulations to coerce behavioural changes are inappropriate (Rothschild, 1999;Beerli-Palacio and Martin-Santana, 2015). Hence social marketing relies heavily on understanding attitudes of people.…”

Role of motivation in the return of blood donors: mediating roles of the socio-cognitive variables of the theory of planned behavior

“…Despite the medical and managerial efforts made by transfusion centers and blood banks, research on blood donation is still encouraged and recommended, particularly from the perspective of social marketing (Beerli-Palacio & Martin-Santana, 2015 ; Sundermann et al, 2017 ). In Tunisia, the National Center of Blood Transfusion (NCBT) encourages that blood donation remains anonymous, voluntary, and unremunerated.…”