Collecting blood from repeat blood donors is cost effective and safer compared to other donor types. At the end of 2012, 84% of the SANBS donor panel were inactive or lapsed. There is a lack of research available on lapsed donors in the South African context and available research is mostly quantitative with subtle contradictions. Donors who donated blood in 2012 at fixed site donor centres in Port Elizabeth, and did not return in 2013, were studied. A descriptive analysis was done and a random sample of 78 lapsed donors were selected to participate in a face-to-face interview. Interviews were digitally recorded and transcribed. A grounded model was developed from various existing theories to seek out and conceptualise social patterns and structures of lapsed blood donors through a process of comparison. There were 10 062 donors who donated blood in 2012 and 4 923 became lapsed during 2013. Analysis of sub groups showed a higher proportion of donors who became lapsed in the following sub-categories: new donors (95%), re-joined donors (64%), black donors (63%), donors younger than 40 (61%), female donors (52%). The feedback received from the 11 participants highlighted peer pressure as the biggest motivator. Of the six communication theories applied, The Social Penetration Theory highlighted the cost-minus-benefit ratio which played a big role in a donor’s motivation and decision to return. The AIDA Marketing Model application described lapsed donor behaviour most comprehensively and it highlighted a missing step which was created as part of a Grounded Model and is called the AIDAA Model. The role and existence of peer pressure is directly linked to donor motivation and is categorised as an Action Motivator in the AIDAA Model. The new model creates additional recruitment opportunities which has not been explored and applied strategically before.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:28292 |
| Date | January 2017 |
| Creators | Harris, Maryke |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Arts |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MA |
| Format | 129 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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