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Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals.

Authors :
Shehu, Edlira
Veseli, Besarta
Clement, Michel
Winterich, Karen Page
Source :
Journal of Service Research; Aug2024, Vol. 27 Issue 3, p346-363, 18p
Publication Year :
2024

Abstract

Blood donation services seek new strategies to improve donor relationships and increase donor retention. In this study, we propose a novel strategy that employs appeals with feedback on the use of blood donors' past donations. We theorize that this feedback increases the perceived relationship investment and, subsequently, the quality of the relationship with the blood donation service, thereby increasing redonations. An online experiment shows the positive effect of past donation use appeals on donation intention and transmission through perceived relationship investment and relationship quality. Three field studies with Red Cross Blood Donation Services confirm the effectiveness of past donation use appeals on redonation behavior compared with thank-you appeals and with a future donation use appeal. Past donation use appeals are effective for retention purposes, especially for more experienced donors and when sent shortly after the donation. Such appeals also lead to higher reactivation rates of inactive donors. In addition to having practical implications, the study contributes to the relationship and nonprofit service literature. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
10946705
Volume :
27
Issue :
3
Database :
Complementary Index
Journal :
Journal of Service Research
Publication Type :
Academic Journal
Accession number :
177816022
Full Text :
https://doi.org/10.1177/10946705231202244