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Purpose: Imbedded in the gender schema theory, this paper aims to examine the socio‐cognitive impact of gender identity in nonprofit marketing communication, particularly in the recruitment of bone marrow donors. Design/methodology/approach: This paper uses an experimental design (n = 132) to investigate the role of gender identity on the likelihood to register as a bone marrow donor using real advertisements. Findings: The findings support the assumption that a specific gender identity influences attitudes toward the advertisement which in turn increases the likelihood to register as a bone marrow donor. Originality: While extant studies investigate psychological and demographic factors, there is only limited research on the role of gender identity in recruiting bone marrow donors via communication strategies. Practical implications: This has implications for communication strategies to increase the bone marrow donor pool. Health communication can be improved by relying on gender identity. Social implications: Bone marrow registries have a vital role in ensuring a healthy society. As the number of patients continues to increase, registries need a better understanding of how to create more effective marketing and communication strategies. In line, as societies become more diverse and inclusive, so should nonprofit marketing strategies. Practitioner Points: What is currently known about the subject matter?Societies worldwide need more bone marrow donors and bone marrow registries use gender stereotypes in their advertisements.Research investigated a variety of factors, but did not look at gender identity.As societies worldwide get more inclusive and diverse, gender identity becomes more important.What does the paper add to point (a)?Scarce literature investigated the role of gender identities in bone marrow advertisements.This paper fills this gap by systematically investigate the role of gender identity in the likelihood to donate bone marrow donors.Implications of the study findings for practitionersBone marrow registries need to do market research before designing advertisements.Bone marrow registries should segment their target groups and use differentiated advertisements.Bone marrow registries can rely on gender identity to make their advertisements more effective. [ABSTRACT FROM AUTHOR]

Background and Objective: Societies require prosocial activities during crises. The COVID‐19 pandemic presents individuals with unique challenges that may affect their emotional state leading to reformed personal moral norms. Crucially, personal moral norms are important predictors of moral behaviour. Given the longevity of the pandemic, studying its impact on affect, satisfaction and internal drive of (non‐)donors during COVID‐19 and if personal moral norms are affected is paramount. Material and Methods: This study relies on longitudinal data, consisting of six waves carried out biweekly. Our panel is representative for the German population, capturing changes in affect, satisfaction, internal drive and personal moral norms. We compare the emotional state and personal moral norms of (non‐)donors in the pandemic to pre‐pandemic phase. Moreover, we analyse changes in emotional state and personal moral norms during the pandemic and investigate the role of emotional state on personal moral norms. Results: Firstly, our results show that personal moral norms of (non‐)donors drop compared to pre‐pandemic. Within pandemic, personal moral norms of active donors are not further altered. Secondly, we find significant changes of emotional state in the pandemic compared to pre‐pandemic phase, for example individuals feel more optimistic, but less satisfied and less energetic. Thirdly, we find that feeling more grateful increases personal moral norms of non‐donors. Conclusion: This study provides insights into how crises shape (non‐)donors' emotional state and its impact on relevant donor motivations, that is, personal moral norms. Blood banks can use this knowledge to enhance recruiting and retention efforts during crises. [ABSTRACT FROM AUTHOR]

Background: Increasing competition by nonprofit organizations provides blood donors with many options to engage themselves prosocially (e.g., by donating money or time). While most previous studies focused only on one form of donation, only a few studies analyzed two or more forms. This research gap is remarkable, as prior research has shown that a substantial portion of donors engage in more than one form of donation. In addition, studies have shown that donors' main reason for lapsing is switching to another donation form.Study Design and Methods: This study relies on longitudinal data from the German Socio-Economic Panel. In total, 5640 (non)blood donors are analyzed over a period of 5 years, alongside their engagement in four forms of prosocial behavior: money donations, taking care of persons in need, volunteer work, and citizens' initiatives. We control for sociodemographic, psychographic, and health-related factors and rely on propensity score matching to reduce selection effects often observed in the blood donation context.Results: There are significant differences between blood donors and nondonors in their engagement in prosocial behaviors. Blood donors (vs. nondonors) are more likely to engage in other prosocial behavior forms, namely, donating money, volunteering, and participating in citizens' initiatives. If people start donating blood, they also are more likely to act in other prosocial ways, namely, donating money and volunteering. If people stop donating blood, they also are more likely to stop other forms of prosocial behavior, namely, volunteering and participating in citizens' initiatives.Conclusion: This study provides new insights into blood donors' prosocial behavior. While most previous studies neglected blood donors' engagement in other prosocial behaviors, this study highlights the fact that blood banks need to be aware of blood donor switching behavior between all prosocial behavior forms. As most blood banks also are providing other types of donations forms, they can use this knowledge and cross-recruit blood donors to engage in other forms of prosocial behavior. [ABSTRACT FROM AUTHOR]