Investigating online recognition for blood donor retention: an experiential donor value approach

Abstract

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.

Conspicuous activism: Digital badges and the motivation crowding effect

“…Moreover, the motivation crowding effect occurs in response to tangible as well as intangible rewards, or tokens of recognition, intended to target image motivation. Of particular relevance to the current research, Chell and Mortimer () demonstrated that similar to the effect of monetary payment (e.g., Titmuss, ), the use of digital badges as incentive reduces future intention to donate blood. Specifically, they found that being offered a digital badge as a token of recognition for blood donation decreased the strength of the relationship between the perceived altruistic value of the behavior and future intention to donate.…”

“…Still, it is important to acknowledge that although our college student samples embody characteristics that profile them as appropriate for examining the effect of digital badges on activism, the convenience method of sampling employed only drew from a portion of the population that was close at hand, thus limiting the degree to which they represent the full population of interest. However, our concern over generalizability is somewhat mitigated when we consider that the motivation crowding effect has received strong support both in the psychology and economics literature in the context of monetary and nonmonetary payment, including digital badges (e.g., Chell & Mortimer, ). The present research demonstrated across two studies that this crowding out effect of digital badges extends to the context of digital forms of engagement.…”

“…Study 1 builds on Chell and Mortimer's () research on conspicuous donation behavior to examine how altruism conditions the effect of digital badges on citizens' support for activist organizations and their causes (see Figure ). Based on the motivation crowding effect, we expect that among those who are altruistic, being offered a digital badge will decrease the perceived altruistic value of supporting the organization's cause.…”

“…That is, although the opportunity to publicly signal one's “good” deeds is intended to enhance engagement, it may also run the risk of reducing engagement among those who are primarily motivated by altruism. Moreover, the research suggests that such crowding out effects extend to the use of virtual tokens of recognition (e.g., Chell & Mortimer, ). This suggests the need for research to examine how the use of digital badges, and other virtual tokens of recognition, might impact citizens' broader support for activist organizations and their causes.…”

Blood donation and altruism: the mechanisms of altruism approach

“…The existing behavioural evidence suggests that donors rarely express publically that they donate blood [14]. Also, intentions based on social recognition, via social media, are lower than intentions not based on social approval [15]. However, Chell and Mortimer [15] do show that social recognition, via social media, increases donor intentions specifically for donors with motivations to donate that focus on social approval/ acceptability, such as displaying that they have made a difference and are a good person [15].…”