Recruitment, Retention and Reward for Young Blood Donors: The Role of Social Marketing

John Healy and Maurice Murphy

No 340, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Blood donation is dependent on the goodwill of people to voluntarily donate blood, without financial reward. Focus groups with Irish third level students, and interviews with key personnel involved in the blood donation process were conducted. Altruism is still the biggest reason why third level students donate blood and should continue to be the basis of the advertising message aimed at this segment. Non-donor participants were unaware of the whole area of blood and were not aware of its uses or the process of donation. The advertisements that they found effective, were the rational-based fear advertisements that challenged their excuses and their complacency and urged them to donate. Blood service organisations should target the university sector (donors and non-donors), as they represent the future of blood donation due to their life-time value and potential to donate blood.

Keywords: Social Marketing; Blood Donation; Fear Appeals; Altruism (search for similar items in EconPapers)
Date: 2011
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