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

Edlira Shehu*, Besarta Veseli, Michel Clement, Karen Page Winterich

*Corresponding author voor dit werk

Onderzoeksoutput: ArticleAcademicpeer review

1 Citaat (Scopus)
59 Downloads (Pure)

Samenvatting

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.

Originele taal-2English
Pagina's (van-tot)346-363
Aantal pagina's18
TijdschriftJournal of Service Research
Volume27
Nummer van het tijdschrift3
Vroegere onlinedatum14-sep.-2023
DOI's
StatusPublished - aug.-2024

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