THE RESEARCH COLLABORATION BETWEEN THE UNIVERSITY OF HAMBURG AND THE GERMAN RED CROSS BLOOD DONATION SERVICE: THE SOCIAL IMPACT REARECH LAB
Voluntary blood donations remain the only way to meet the growing demand for blood products. Therefore, insights into how marketing measures can support the recruitment and retention of donors are of great importance.
Against this background, a research collaboration was initiated in September 2010. This Social Impact Research Lab brings together the German Red Cross Blood Donation Service North-East and Baden-Württemberg-Hesse with the professorships of Prof. Dr. Michel Clement and Prof. Dr. Silke Boenigk from the University of Hamburg. The aim of the cooperation is to gain new scientific insights into blood donation management, to derive practical strategies for the DRK blood donation services in North-East and Baden-Württemberg–Hesse, and at the same time to promote young scientists in the field of prosocial marketing.
Our research covers the entire blood and plasma donation cycle and examines key questions: What factors influence a person's awareness of blood donation? How can underrepresented population groups be specifically targeted for donation? How can negative experiences, such as deferrals or inadequate services, be communicated in order to secure donor loyalty? And how important are monetary incentives in plasma donation? Our research findings thus support the sustainable, evidence-based further development of processes and structures in blood and plasma donation management.
More up-to-date information on the Social Impact Research Lab is available here.
Members of the Social Impact Research Labs from our professorship: