Social marketing communications for blood donors retention

Abstract

Creating a solid foundation for safe blood donation requires a long-term approach, using an effective marketing program to recruit and retain existing volunteer donors. Considering this, it is especially relevant to study the positive foreign experience in the development of free voluntary regular blood donation. The purpose of the paper is to analyze the marketing tools application in the blood services of various countries. The blood service needs to use a combination of various marketing tools to retain exist blood donors. For primary donors, in order to encourage re-donation, it is advisable to issue a donor ID, a donor phone sticker and a leaflet with information about donation benefits. It is advisable to use the site, social networks, and the mobile app for a reminder. The fact of the blood using should be reported via SMS or message on Viber / Telegram / WhatsApp. It is advisable to perform donor activity once a month: drawing contests, poems contests or songs contests about donating. Also we can choose the best donor and volunteer. Donor retention is a complex and long-term process that requires the involvement of a range of marketing tools. But it can provides a significant social impact, which is much higher than marketing expenses.