Motivations of blood donors and nondonors.

Oswalt, Robert; Napoliello, Marie

doi:10.1037/h0035791

Cited by 54 publications

(39 citation statements)

References 6 publications

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“…Schreiber et al surveyed donors who had not donated for 2 to 3 years, and reported inconvenience was the major barrier to repeat donation 10. Oswalt and Napoliello surveyed college students and reported the major motivators for donors were humanitarian reasons, peer pressure and convenience 12. In a survey by Oswalt and Gordon of minority college students, the majority of donors donated to help others followed by to get out of class, to get free cookies, and peer pressure 19.…”

Section: Commentmentioning

confidence: 99%

Motivators and barriers to blood donation in African American college students

Shaz

Demmons

Crittenden

et al. 2009

Transfusion and Apheresis Science

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Section: Commentmentioning

confidence: 99%

Motivators and barriers to blood donation in African American college students

Shaz

Demmons

Crittenden

et al. 2009

Transfusion and Apheresis Science

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“…1 First, blood and monetary donations differ substantially in four dimensions: (a) The blood donation process requires considerably more effort (i.e., time and physicality) than a monetary donation. (b) Blood donation, as opposed to other donation forms, is related to specific psychological barriers (i.e., fear of needles or health risks), which have an inhibiting effect (Oswalt and Napoliello 1974). (c) Motives for donating blood and money are Service Science 5(2), pp.…”

Section: Introductionmentioning

confidence: 99%

The Dark Side of Using Emergencies in Direct Marketing Campaigns for Blood Donation Services

2013

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I n this research paper, we investigate whether direct marketing campaigns that rely on emergencies are a successful strategy for nonprofit services. Prior literature grounded in monetary donations suggests that using direct marketing mailings with an emergency context should lead to a higher intention to donate blood than using mailings that are unrelated to emergencies. Contrary to this suggestion, we argue that mailings with an emergency context do not significantly increase the intention to donate beyond the effect from traditional standard invitation mailings with a rational appeal. To control for selection effects, we conducted a large experimental study (N = 1 054). We discover that in mailings of blood donation services, neither the use of emergencies nor the attribution of innocence to emergency victims leads to a significant increase in the intention to donate blood, for both former donors and nondonors, compared to a standard invitation mailing with a rational appeal to donate blood. We did not discover any interaction effect between the attribution of innocence to emergency victims and the drivers of donation behavior. However, the attribution of guilt to emergency victims shows a negative interaction effect on the extrinsic motive of social benefits for nondonors: the donation intention of nondonors driven by social benefits is significantly lower if they are addressed with mailings attributing guilt to the victims of emergencies. These results are highly relevant for the planning of direct marketing activities of nonprofit services.

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“…Osborne & Bradley, 1974;Oswalt & Napoliello, 1974). One finding common to all is the primary importance of humanitarian or benevolent motives: donors cite such altruistic factors far more frequently than other motives (e.g., personal benefit, social pressure) as reasons for giving blood.…”

mentioning

confidence: 94%

Effects of Making Blood Donor Motives Salient Upon Donor Retention: A Field Experiment

Paulhus¹,

Shaffer²,

Downing³

1976

Pers Soc Psychol Bull

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The salience of each of two important reasons for giving blood (altruism and personal benefits) was manipulated by exposing volunteer donors to one of four communications immediately preceding their donation. The results of a post-donation questionnaire revealed an increased likelihood of future donation when altruism was made salient.However, the personal benefits manipulation had no effect upon subjects' reported willingness to donate in the future. Veteran donors were more responsive to the altruism manipulation, reported a stronger motivation for having given blood, expressed a greater likelihood of donating again, and perceived the actual donation as less aversive when compared to rookie donors.

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Motivations of blood donors and nondonors.

Cited by 54 publications

References 6 publications

Motivators and barriers to blood donation in African American college students

Motivators and barriers to blood donation in African American college students

The Dark Side of Using Emergencies in Direct Marketing Campaigns for Blood Donation Services

Effects of Making Blood Donor Motives Salient Upon Donor Retention: A Field Experiment

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