To retain? To upgrade? The effects of direct mail on regular donation behavior

Thomas, Suman Ann; Feng, Shanfei; Krishnan, Trichy V.

doi:10.1016/j.ijresmar.2014.09.001

Cited by 15 publications

(14 citation statements)

References 33 publications

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“…Furthermore, the time period since the last donation is likely to affect donation intentions, that is, inactive donors are likely to behave differently in times of crises compared to active donors. Indeed, research has shown that the more time passes since a donation, the less likely a donor is to redonate [18], and active donors who are more familiar with a cause may show increased motivation to help [40].…”

Section: Methodsmentioning

confidence: 99%

The impact of COVID-19 on blood donations

et al. 2022

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During a crisis, society calls for individuals to take prosocial actions that promote crisis management. Indeed, individuals show higher willingness to help after a disaster. However, the COVID-19 pandemic presents significant differences as it is an ongoing crisis that affects all individuals and has the potential to pose a direct health threat to anyone. Therefore, we propose that the pandemic may also negatively affect willingness to help, specifically blood donation intentions. It requires a high level of willingness to donate blood beyond the crisis outbreak, as more blood will be needed when postponed surgeries resume. When comparing blood donation intentions from a pre-pandemic study to results from a six-wave (bi-weekly) panel study conducted in Germany during the first pandemic phase (April to June 2020), we find lower medium and long-term blood donation intentions. While active donors show increased awareness of ability and eligibility to donate at the beginning of the pandemic compared to pre-pandemic, they feel significantly less able to donate as the pandemic progresses. Furthermore, inactive donors’ perceived ability to donate significantly decreases in the pandemic phase compared to the pre-pandemic phase. Crucially, both active and inactive donors feel less responsible and less morally obliged to donate, resulting in an overall negative pandemic effect on blood donation intentions. The COVID-19 pandemic compromises blood donations endangering the life-saving blood supply. These alarming results offer evidence-based grounds for practical implications for driving donations in the event of a pandemic.

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Section: Methodsmentioning

confidence: 99%

The impact of COVID-19 on blood donations

et al. 2022

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“…We further controlled for blood groups (Thomas, Feng, & Krishnan, 2015). We specifically controlled for negative blood groups ((vi) Rh negative blood group (=1)) because only 15% of the population fall in this category and that is why the GRC contacts these donors more often (i.e.…”

Section: Field Experiments Imentioning

confidence: 99%

Providing health checks as incentives to retain blood donors — Evidence from two field experiments

Leipnitz

Vries

Clément

et al. 2018

International Journal of Research in Marketing

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“…Relationship marketing has been postulated as an important approach through which marketing managers can achieve customer engagement and higher levels of loyalty (Beckers et al, 2018;Kim et al, 2021b), as well as maintain or increase funds collected (Zogaj et al, 2021). Fundraisers leverage customer relationships to obtain major gifts, enhance funding, increase participation in giving programs, and cultivate regular donors (Faulkner et al, 2016;Thomas et al, 2015;Waters, 2011). With relationship marketing programs, nonprofits also improve communication with their members by facilitating interactions and touchpoints that enable participation, user-generated content, information sharing, and dialogue between the organization and its donors, all under the assumption that these relational mechanisms will encourage behaviors that are aligned with the organization's values and objectives (Drollinger, 2018;Faulkner et al, 2016).…”

Section: Introductionmentioning

confidence: 99%