Emily Fortier, Paul Doucette, Autumn Wentworth, Theo Malonson, Jason Elvin, Lindsay Bernier, and Kat

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• Emily Fortier, Paul Doucette, Autumn Wentworth,
  Theo Malonson, Jason Elvin, Lindsay Bernier, and
  Katie Libby

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Research Purpose

• To determine, if any, the similarities in the
  demographic or psychographic characteristics of
  people that donate blood or choose not to donate
  blood
• To help focus the image of the target market for
  the American Red Cross

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Research Objectives

• Analyzing motivations for choosing to or deciding
  not to donate, donation frequency, and trend
  analysis to show typical characteristics of
  donators as a whole
• To find the Typical Donator to increase chances
  of getting said donor to donate

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Secondary Research Findings

• Most common reasons for not donating blood are
  Never thought about it or I dont like
  needles
• Most common reason for donating is to help others
  (altruism)
• Among the donors in a given year, generally 18
  donate occasionally, 38 donate for the first
  time, and 43 are repeat and loyal donors

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Qualitative Study

• Respondents Characteristics
• 70 Southern Maine Residents selected at random
• Findings
• Awareness and approval of both the Red Cross and
  blood donation nearly universal
• Awareness of need for blood donation as well as
  available drives could be increased, most felt
  uninformed in that respect
• People feel its a responsibility that will be
  fulfilled by others, therefore most look for
  excuses not to donate, (time, needles, bad
  experience, etc.)

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Quantitative Study Sample

• Southern Maine Residents were selected at random
  for our study
• 208 Southern Maine residents of all class levels,
  ages, ethnicities were included
• Ages1.5 were under 18, 36.9 were18-24, 17.7
  were 25-30, 13.3 were 31-40, 19.7 were 41-50,
  7.9 were 51-60, 3.0 were 61
• Gender 40.9 were male, 59.1 were female
• Ethnicity 88.6 were Caucasian, 3 were
  Hispanic, 3 were Asian, 2.5 were African
  American, 1.5 were Native American

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Sample Characteristics
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Overall Findings
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Overall Findings
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Overall Findings
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Age vs. Convenience
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Education vs. Donation Frequency
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Key Findings

• There is a relationship between knowing someone
  that has had a blood transfusion and donation
  frequency
• Data indicates that respondents are more likely
  to donate on a regular basis if they know someone
  that has had a blood transfusion

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Transfusion Exp Vs. Donation Freq
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Summary Of Key Findings

• Donators are apparently not socially driven
• Analysis shows that those knowing someone that
  has had a blood transfusion are more likely to
  donate on a regular basis
• Donators are donators
• Will take virtually any reason to donate
• Non-donators are non-donators
• Will take virtually any excuse not to donate

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Decision Moderating Influences

• There is no significant relationship between the
  age groups we surveyed versus ability to donate
• There is no significant relationship between sex
  and donation frequency
• Surprisingly those that have benefited from Red
  Cross services were not more likely to have
  donated within the last 6 months

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Conclusions

• Target Market Characteristics
• Individuals with direct experience with the need
  for blood donation (transfusions etc.)
• Individuals that make a habit of practicing
  altruistic behavior (donating in general)
• Necessity for Informing
• Donation frequency could be increased with more
  means of informing donors of the need for their
  help
• Work on Perceived Convenience
• Most younger individuals will feel its very
  inconvenient to donate blood, perhaps drives
  closer to their everyday lives can increase donor
  turnout levels at drives