Inject Into Blood Donors What Happens Next

About 1 out of every 4 blood donors does not make a subsequent donation, according to a past study reported by researchers at University of Groningen, University of Hamburg, and Pennsylvania State University. Based on their own studies, the researchers say that a promising technique for increasing re-donation rates is to inform donors how the blood they’ve already given has been used.
     In one of the studies, some past blood donors received a thank you which added a message that their donation had been used to help save a life. Another group of past blood donors received only the thank you. Each participant was then asked to state their degree of intention to give blood at the next possible blood drive.
     Those people who received the “helped save a life” message reported a stronger re-donation intention than did those not receiving this message. Naming the specific hospital where the donation was used didn’t make much difference compared to saying only that the donation helped save a life. Accompanying studies did indicate that the influence of the message was greater when delivered soon after a donation compared to soon before the availability for the person to donate again. However, an uplift from the message still occurred even when used with donors who had been inactive for a while.
     Data for the studies was collected from people in both Germany and Austria. That the effectiveness of the “helped save a life” was seen in both countries is of note because attitudes toward donation of body parts is dramatically different for these two. In Germany, where a citizen must opt in if they want to be an organ donor, only 12% do so. Next door in Austria, where organ donation is the default option at the time of death, the rate is almost 100%.
     The value of telling donors what happens to their contributions is also seen with recycling. Researchers at Pennsylvania State University and Boston College found that rates were increased by showing people ads demonstrating how recycled items are transformed into new items. This worked regardless of whether the transformed item is similar to the recycled item (material from recycled soda cans being used to produce new soda cans) or quite different (material from recycled soda cans being used to produce bicycle frames). Considering the potential of trash inspires people to engage in the socially responsible behavior of recycling potential trash.

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Image at top of post based on photo by Cassi Josh from Unsplash