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Title: Recruitment strategies: non-donor segmentation based on intrinsic and extrinsic stimuli
Authors: Martín Santana, Josefa Delia 
Beerli Palacio, María Asunción 
Romero Domínguez, Laura 
UNESCO Clasification: 531207 Sanidad
Keywords: Barriers
Blood Donation
Donor Segmentation
Recruitment Strategies, et al
Issue Date: 2020
Project: la Orientación de Los Centros de Transfusión de Sangre Españoles Hacia Sus Principales Stakeholders Desde Una Perspectiva de Capital Social y Su Influencia en la Perfomance 
Journal: Vox Sanguinis 
Abstract: International Society of Blood Transfusion Background and objectives: Non-donor behaviour can be influenced by many variables, both intrinsic and extrinsic, which differ among individuals. The aim of this study was therefore to segment Spanish non-donors based on criteria such as barriers and motivations, which influence the decision to donate for the first time, with the aim of improving the efficiency and effectiveness of recruitment actions. Materials and methods: A total of 2383 non-donors residing in Spain evaluated 21 barriers and 25 motivations through an online self-administered survey distributed by blood transfusion centres, which are responsible for donations in Spain, and several Spanish universities. After validating these scales and determining the underlying categories in each of them, latent class/profile analysis was performed to segment non-donors. Results: Spanish non-donors were divided into six clusters. According to their barriers and motivations, the following labels were assigned: (1) ‘Impure altruists’, (2) ‘I want to, but make it easy for me’, (3) ‘Free-riders’, (4) ‘Reciprocal altruists’, (5) 'I can't because I'm scared' and (6) ‘I want to, but I can't’. Specific marketing actions were proposed for each cluster based on their characteristics, prioritizing them depending on their attractiveness. Conclusion: The scales which were designed to evaluate barriers and motivations make a solid contribution to the existing literature due to their holistic, integrative nature. The existence of differentiated clusters and the lack of resources of blood transfusion centres make it clear that there is a need to define and implement targeted marketing strategies.
ISSN: 0042-9007
DOI: 10.1111/vox.12858
Source: Vox Sanguinis[ISSN 0042-9007],v. 115 (1), p. 47-59
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