To pay or not to pay — the role of monetary incentives in an optimal blood donation service bundle

Abstract

This study derives four attributes that make up the typical blood donation service bundle. It focuses on the role of monetary incentives in such bundles, but also discusses three other attributes, namely the offering organization, the distance to donation location, and the donation time. Each attribute is discussed in the context of a blood donation marketing mix. In an empirical conjoint study, 529 potential blood donors evaluate different designs of blood donation service bundles. Monetary incentives are found to be the most important factor when donors compare different blood donation service bundles. It is found that the distance to the donation location is almost as important as monetary incentives. Blood donation organizations aiming to collect all blood donations from unremunerated blood donors should therefore shape their service bundles to be attractive for potential blood donors. It is concluded that nonpaying blood donation organizations have to offer superior convenience to their donors to be able to compensate for not offering monetary incentives. Operating with mobile donation teams is one of the concrete suggestions for blood donation marketing that are given in this study. Copyright © 2013 John Wiley & Sons, Ltd.

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