This research was supported under Australian Research Council's Linkage Projects funding scheme (Project LP100100408).
DONOR RECRUITMENT AND MOTIVATION
Asking for something different from our donors: factors influencing persuasion success
Article first published online: 26 NOV 2013
© 2013 AABB
Special Issue: Donating Blood: Who? Why? What of It?
Volume 54, Issue 3pt2, pages 848–855, March 2014
How to Cite
Bagot, K. L., Bove, L. L., Masser, B. M. and White, K. M. (2014), Asking for something different from our donors: factors influencing persuasion success. Transfusion, 54: 848–855. doi: 10.1111/trf.12500
- Issue published online: 11 MAR 2014
- Article first published online: 26 NOV 2013
- Manuscript Accepted: 23 OCT 2013
- Manuscript Revised: 22 OCT 2013
- Manuscript Received: 2 SEP 2013
- Australian Research Council. Grant Number: LP100100408
- Australian government
Demand for plasma-derived products, and consequently plasmapheresis donors, continues to increase. This study aims to identify the factors that facilitate the persuasion success of conversations with whole blood (WB) donors to convert to plasmapheresis donation within a voluntary nonremunerated context.
Study Design and Methods
Surveys were sent to WB donors after a plasmapheresis conversion conversation with a blood collection agency (BCA) staff member: in center (Sample 1) or via a call center (Sample 2). Participants reported the number of donor-initiated and BCA-initiated conversations about plasma, experienced in the prior 12 months. Perceptions of the most recent conversation, donor oriented and conversion oriented, were also reported. The BCA provided WB donation history for the prior 5 years. Participants' intentions to make a first plasmapheresis donation were captured and any subsequent plasmapheresis donation was objectively recorded.
Conversion rates were higher for in-center than call center–based conversations. For both samples, path analyses revealed that intentions are associated with conversion. Prior WB donations are negatively associated, while donor-initiated and donor-orientated conversations are positively associated with conversion intentions. Results for agent-initiated conversations and conversion-orientated conversations were mixed across samples.
Converting suitable WB donors to plasmapheresis is best achieved early in the donor's career using face-to-face conversations with collection center staff. BCAs should facilitate donor-initiated conversations through promotional campaigns that encourage donors to approach staff. Conversations that focus on donors' needs and welfare more effectively encourage conversion intentions than those perceived as pushing the requirements of the BCA.