How to increase blood donation by social marketing

Abstract

Our aim is to study the behavior of blood donors by distinguishing donors from non-donors and within donors if they donate frequently, occasionally or have donated only once. To this end we study the determining factors in their behavior, analyzing the possible differences between segments in terms of their sociodemographic characteristics, motivations, inhibitors, and facilitators of behavior, possible incentives to donate blood and lastly their predisposition to donate.