Asking for something different from our donors: factors influencing persuasion success

Bagot, Kathleen L., Bove, Liliana L., Masser, Barbara M. and White, Katherine M. (2014) Asking for something different from our donors: factors influencing persuasion success. Transfusion, 54 3 Part 2: 848-855. doi:10.1111/trf.12500

Author Bagot, Kathleen L.
Bove, Liliana L.
Masser, Barbara M.
White, Katherine M.
Title Asking for something different from our donors: factors influencing persuasion success
Journal name Transfusion   Check publisher's open access policy
ISSN 0041-1132
Publication date 2014-03
Year available 2013
Sub-type Article (original research)
DOI 10.1111/trf.12500
Open Access Status
Volume 54
Issue 3 Part 2
Start page 848
End page 855
Total pages 8
Place of publication Hoboken, NJ, United States
Publisher Wiley-Blackwell Publishing
Collection year 2014
Language eng
Formatted abstract
Background Demand for plasma-derived products, and consequently plasmapheresis donors, continues to increase. This study aims to identify the factors that facilitate the persuasion success of conversations with whole blood (WB) donors to convert to plasmapheresis donation within a voluntary nonremunerated context.

Study Design and Methods Surveys were sent to WB donors after a plasmapheresis conversion conversation with a blood collection agency (BCA) staff member: in center (Sample 1) or via a call center (Sample 2). Participants reported the number of donor-initiated and BCA-initiated conversations about plasma, experienced in the prior 12 months. Perceptions of the most recent conversation, donor oriented and conversion oriented, were also reported. The BCA provided WB donation history for the prior 5 years. Participants' intentions to make a first plasmapheresis donation were captured and any subsequent plasmapheresis donation was objectively recorded.

Results Conversion rates were higher for in-center than call center–based conversations. For both samples, path analyses revealed that intentions are associated with conversion. Prior WB donations are negatively associated, while donor-initiated and donor-orientated conversations are positively associated with conversion intentions. Results for agent-initiated conversations and conversion-orientated conversations were mixed across samples.

Conclusion Converting suitable WB donors to plasmapheresis is best achieved early in the donor's career using face-to-face conversations with collection center staff. BCAs should facilitate donor-initiated conversations through promotional campaigns that encourage donors to approach staff. Conversations that focus on donors' needs and welfare more effectively encourage conversion intentions than those perceived as pushing the requirements of the BCA.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Article first published online: 26 NOV 2013

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
School of Psychology Publications
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Citation counts: TR Web of Science Citation Count  Cited 8 times in Thomson Reuters Web of Science Article | Citations
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Created: Tue, 25 Mar 2014, 13:55:17 EST by Mrs Alison Pike on behalf of School of Psychology