MKT case from America's Blood Centers(ABC). It was founded in 1962 and is the national network of nonprofit, independent community blood centers. The members of it work for more than 125 million ppl and more than 3,100 hospitals. It carried out a survey nationwide via telephone interviews in order to encourage ppl to donate blood.
Reasons for giving blood:
humani'tarian reasons as their primary reason for donating blood; 4 out of 6 top reasons are al'truistic motives: helping the community and responding a blood shortage Wanting to help others 34% Responding to a blood drive 25% Helping the community 13% hearing about a shortage 7% Because I might need it someday 4% Helping a local child 2%
Reasons for not donating blood
44% cite health issues as reason for not…this group is likely to be difficult to call up donating.(risk health); however, >half(52%) say other reasons: being scared of the process and unawareness never thought about it 17% too busy 15% scared of process 10% afraid of infection 4% don't know where/how to give 4% don't know anyone in need 2%
!many reasons could be eliminated by some specific education about the ease,speed and safety of the process of the blood donation. and make ppl aware the need for blood.
ABC gave some effective msgs to encourage blood donation.
a family member, frd or child is in need. 86% 92% extremely and compelling…(see in table 4.3)
In addition, it find out the ppl who donated 1-2 times, 18-34 yrs ones and ppl who said"never thought about it"as the reason for not donating are most likely to change mind to donate blood.
while the target were asked twice about the question: whether someone is likely to donate blood in the next 12 months. The yes answer grows from 34% to 41%
It turns out that roughly 8% of respondents switched to yes while only 2%..no.