利用竞争来招募和保留血捐赠者:澳大利亚一所大学的案例研究
Jack Bryant1, Torres Woolley1, Tarun Sen Gupta1
1College of Medicine & Dentistry, James Cook University, Townsville, Queensland, Australia.
Vox sanguinis
|December 29, 2023
概括
大学献血比赛激励年轻人献血血. 诸如同行招聘和社交媒体参与等策略可以促进参与,但在比赛结束后,长期捐款率仍然相似.
科学领域:
- 公共卫生 公共卫生
- 健康 行为 健康行为
- 捐赠者招募 捐赠者招募
背景情况:
- 年轻人的血捐献对血液供应至关重要.
- 像吸血鬼杯这样的大学间比赛提供了一个独特的参与模式.
- 了解动机是改善捐赠策略的关键.
研究的目的:
- 为了确定年轻人参与吸血鬼杯的动机.
- 评估献血竞赛成功推广的策略.
- 评估竞争对血捐赠者的招募和保留的影响.
主要方法:
- 顺序解释混合方法设计.
- 自行管理的调查和与年轻血捐赠者 (18-29岁) 聚焦小组.
- 竞争与对照组的12个月前性比较队列分析.
主要成果:
- 竞争是主要的激励因素,76%的人捐款帮助他们的大学获胜.
- 以同行为主导的招聘,大学间的竞争和奖金吸引促进了参与.
- 竞争捐赠者在活动期间增加了血捐赠频率,但不是长期的.
结论:
- 具有强有力的领导力和社交媒体支持的基于竞争的竞赛可以招募和保留年轻的血捐赠者.
- 这些策略可以创造每年捐赠频率的短期增加.
- 有效的战略重点是利用社会动态和社区建设.
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