Recruitment strategies: non‐donor segmentation based on intrinsic and extrinsic stimuli

Background and objectives Non‐donor behaviour can be influenced by many variables, both intrinsic and extrinsic, which differ among individuals. The aim of this study was therefore to segment Spanish non‐donors based on criteria such as barriers and motivations, which influence the decision to donat...

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Bibliographic Details
Published in:Vox sanguinis 2020-01, Vol.115 (1), p.47-59
Main Authors: Martín‐Santana, Josefa D., Beerli‐Palacio, Asunción, Romero‐Domínguez, Laura
Format: Article
Language:English
Subjects:
Adolescent
Adult
Altruism
barriers
blood donation
Blood Donors - psychology
Blood transfusion
Blood transfusions
Clusters
donor segmentation
Female
Humans
Male
Marketing
Middle Aged
Motivation
motivations
Recruitment
recruitment strategies
Segmentation
Spain
Surveys and Questionnaires
Transfusion
Young Adult
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Summary:Background and objectives Non‐donor behaviour can be influenced by many variables, both intrinsic and extrinsic, which differ among individuals. The aim of this study was therefore to segment Spanish non‐donors based on criteria such as barriers and motivations, which influence the decision to donate for the first time, with the aim of improving the efficiency and effectiveness of recruitment actions. Materials and methods A total of 2383 non‐donors residing in Spain evaluated 21 barriers and 25 motivations through an online self‐administered survey distributed by blood transfusion centres, which are responsible for donations in Spain, and several Spanish universities. After validating these scales and determining the underlying categories in each of them, latent class/profile analysis was performed to segment non‐donors. Results Spanish non‐donors were divided into six clusters. According to their barriers and motivations, the following labels were assigned: (1) ‘Impure altruists’, (2) ‘I want to, but make it easy for me’, (3) ‘Free‐riders’, (4) ‘Reciprocal altruists’, (5) 'I can't because I'm scared' and (6) ‘I want to, but I can't’. Specific marketing actions were proposed for each cluster based on their characteristics, prioritizing them depending on their attractiveness. Conclusion The scales which were designed to evaluate barriers and motivations make a solid contribution to the existing literature due to their holistic, integrative nature. The existence of differentiated clusters and the lack of resources of blood transfusion centres make it clear that there is a need to define and implement targeted marketing strategies.
ISSN:0042-9007
1423-0410
DOI:10.1111/vox.12858