Strategies and theories to attract and retain blood donors: fairness, reciprocity, equity and warm?glow

Background and Objectives This paper sets out the case that fairness reciprocity are critical to donor recruitment warm glow is central retention. Materials Methods Narrative review. Results I show blood donors, compared non-donors, more sensitive violations of fairness. argue interventions tap into (e.g. voluntary reciprocal altruism) inequality in health between donors recipients likely be effective recruiting new donors. Once recruited, with greater experienced will remain as those weaker relapse: a self-selection mechanism. messages can, therefore, used enhance retention rates lower levels glow. also how research on emotions (prosocial emotional trajectories), sexual selection trust offers exciting avenues for recruitment. Conclusion Warm retaining them.