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A typology of strategies that recognize, reward, and incentivize blood donation

Chell, Kathleen; Masser, Barbara; Davison, Tanya E.; Ferguson, Eamonn

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Kathleen Chell

Barbara Masser

Tanya E. Davison

Professor of Health Psychology


Background: Blood collection agencies (BCAs) worldwide are continuously looking to improve recognition, reward, and incentive (RRI) policies to optimize the recruitment and retention of blood donors. However, given the inconsistent categorization and variety of strategies available, there is a need for a theoretically informed and empirically supported framework to guide RRI research and policy development. Study Design and Methods: Survey data from 1028 voluntary nonremunerated whole blood and plasma donors in Australia was used to validate a theorized RRI typology based on distinctions between the level of congruency with the act of donating blood (congruent vs. incongruent), visibility of acknowledgment (public vs. private), benefits provided (self vs. other), and likely reinforcement schedule (fixed vs. variable). Results: A six-factor solution met all statistical criteria and was most consistent with a priori theoretical underpinnings. The factors were labeled (i) deal promotion, (ii) loyalty program, (iii) BCA token, (iv) health check, (v) charity donation, and (vi) travel compensation. Discussion: This typology provides researchers with a standardized theoretical and conceptual framework to organize and synthesize findings from the existing literature and help BCAs develop RRI policies that are likely to be successful. We present a future research agenda across and within the RRI strategies.

Journal Article Type Article
Acceptance Date Jul 14, 2022
Online Publication Date Aug 4, 2022
Publication Date Aug 4, 2022
Deposit Date Aug 14, 2022
Publicly Available Date Aug 5, 2023
Journal Transfusion
Print ISSN 0041-1132
Electronic ISSN 1537-2995
Publisher Wiley
Peer Reviewed Peer Reviewed
Keywords Hematology; Immunology; Immunology and Allergy
Public URL
Publisher URL


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