2023-12-15 ペンシルベニア州立大学(PennState)
◆この調査は、アメリカ・ペンシルベニア州立大学のサステナビリティ学の教授であるカレン・ウィンタリッチ氏と国際的な研究チームによって行われ、ジャーナル・オブ・サービス・リサーチに発表された。
◆献血者に対して寄付がどのように使用されたかの情報提供は、信頼と参加を促進し、慈善活動全体で透明性が増す可能性があり、特に血液の不足に対処するうえで重要な成果となる可能性がある。研究はオーストリアとドイツの赤十字社と協力して行われ、結果は国際的に応用可能であり、血液献血の増加に寄与できる可能性がある。
<関連情報>
- https://www.psu.edu/news/smeal-college-business/story/informing-blood-donors-past-use-increases-future-donations-researchers/
- https://journals.sagepub.com/doi/10.1177/10946705231202244
過去の献血利用アピールによる献血者の維持と献血者との関係の改善 Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals
Edlira Shehu,Besarta Veseli,Michel Clement,Karen Page Winterich
Journal of Service Research Published:September 14, 2023
DOI:https://doi.org/10.1177/10946705231202244
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.
