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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Journal of Service Research

سال: 2023

ISSN: ['1094-6705', '1552-7379']

DOI: https://doi.org/10.1177/10946705231202244