Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

Sundermann, Larissa M.; Boenigk, Silke; Willems, Jürgen

doi:10.1007/s12208-017-0174-2

Cited by 10 publications

(6 citation statements)

References 37 publications

(62 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In addition, former Highly Active donors could be identified and encouraged to resume their previous donation behaviour. Although a differentiated marketing approach targeting Highly Active donors only may not be an effective strategy , the results suggest ensuring that this group is engaged when planning donor engagement strategies is important. Tools that have been shown to be effective in the literature at temporarily increasing donations without compromising the safety of blood include small gifts, newspaper recognition and active decision‐making for those that present to donate .…”

Section: Discussionmentioning

confidence: 97%

Blood donation and donors: insights from a large German teaching hospital (2008–2017)

2019

View full text Add to dashboard Cite

Background and objectives The availability of blood and blood products is crucial for the provision of high-quality hospital services. We analyse changes in whole blood donations, donors and their behaviour over 9 years at a large German teaching hospital.Materials and methods A descriptive analysis using data from over 34 000 donors and 265 000 donations from a large university hospital's blood centre was conducted using data from July 2008 to December 2017. The analysis focussed on (a) whole blood donations and (b) donor characteristics and how they changed over time. We categorized donors into four categories according to their donation activity (First-Time, Highly Active, Active and Reactivated).Results We observed falling donations over time and that donors donated less frequently. Consequently, we show a downward trend in the number of Highly Active donors, whilst First-Time donors remained stable. We also provide evidence that donors donated well below their capacity and that the blood type of donors appeared to be in line with the wider German donor population. Lastly, we show a sharp drop in the return rates of First-Time donors over time.Conclusion We recommend that Highly Active donors and former Highly Active donors are more carefully considered when planning donor engagement strategies and effort made in (at the very least) maintaining their donation activity. Our results in the context of the literature highlight the need for further research into the changing attitudes towards blood donation and prosocial activities.

show abstract

Section: Discussionmentioning

confidence: 97%

Blood donation and donors: insights from a large German teaching hospital (2008–2017)

2019

View full text Add to dashboard Cite

show abstract

“…For example, it is possible to encourage donors by involving them in recruitment of their peers and by helping donors to recognize the value of donating blood (autonomous motivation). Controlled motivation can be achieved through sending reminders (Sundermann et al, 2017 ) or by designing a marketing communication campaign that highlights self-esteem rewards or ego-involvement. Moreover, the results obtained by applying the TPB in this specific sample of donors provide evidence that attitude, PBC and moral norms are related to the intention to re-donate blood, through the approval of others (subjective norms) is not.…”

Section: Discussionmentioning

confidence: 99%

“…The field of social marketing research applies to blood donation, given the ability of marketing messages delivered through personalized targeting and communication strategies to contribute to the loyalty of blood donors (Romero-Domínguez et al, 2019 ; Sundermann et al, 2017 ). Globally, the rate of return for first-time donors does not exceed 2% (France et al, 2017 ).…”

Section: Introductionmentioning

confidence: 99%

“…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.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

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

M’Sallem

2021

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

The starting point of this study is based on a ground observation in Tunisia: The unsustainable blood donations and the shortage of clinical blood in some periods of the year (i.e. holidays; covid-19). This observation is also avowed in over the world. The present study extends the theory of planned behavior (TPB) by incorporating relevant variables from Self-determination Theory (SDT). The latter suggests that individuals persist with a behavior when they are internally motivated than externally motivated. Online survey was administrated to assess TPB constructs (attitudes, social norms, perceived behavioral control (PBC), personal moral) and two of SDT factors (autonomous and controlled). 321 donors responded to the questionnaire. Results revealed that effects of autonomous and controlled motivation on behavioral intention were mediated by attitude, PBC as well as moral norms. This paper proposes practical recommendations to social marketing designers to better retain blood donors.

show abstract

“…Therefore, an extensive body of academic literature examines how direct mailings could be developed even more successfully for NPOs. Besides the well-documented approaches of segmenting and targeting donors (Rupp, Kern, & Helmig, 2014;Sundermann, Boenigk, & Willems, 2017) and the improvement of the contents and design elements of direct mailings (Bekkers & Crutzen, 2007;Diamond & Iyer, 2007;Feld et al, 2013), another promising approach is to optimize the direct mailing frequency (Schweidel & Knox, 2013;van Diepen et al, 2009). Studies provide evidence that optimizing the direct mailing frequency over a defined time period affects the retention success in general (Elsner, Krafft, & Huchzermeier, 2004;Piersma & Jonker, 2004).…”

Section: Introductionmentioning

confidence: 99%

Catch Them If You Can: The Effect of Reminder Direct Mailings on the Return Rate of First-Time Donors

Sundermann

Leipnitz

2018

Journal of Nonprofit & Public Sector Marketing

Self Cite

View full text Add to dashboard Cite

Despite the relevance of interactive marketing strategies, most nonprofit organizations rely on a marketing mix with a focus on direct marketing. Previous research shows that, by optimizing the mailing frequency, organizations are able to distinguish their mailing from other mailings that donors receive. However, some organizations, such as blood services, struggle to convert the frequency recommendations into their marketing practice. As donation events occur irregularly and blood donors are only able to donate a certain number of times, mailing strategies have to result in blood donations. This study examines a strategy in which a reminder direct mailing follows the regular invitation a few days before a particular donation event. A field experiment was conducted with 396 donors; 203 received the double mailing. Surprisingly, the results from hierarchical binary logistic regressions do not reveal any differences between the experimental groups. A single direct mailing approach is recommended, leading to considerable cost savings.

show abstract

Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

Abstract: Under blood pressure-differentiated versus undifferentiated marketing to increase blood donations. International Review on

Cited by 10 publications

References 37 publications

Blood donation and donors: insights from a large German teaching hospital (2008–2017)

Blood donation and donors: insights from a large German teaching hospital (2008–2017)

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

Catch Them If You Can: The Effect of Reminder Direct Mailings on the Return Rate of First-Time Donors

Contact Info

Product

Resources

About