The Australian Red Cross Blood Service

1796 Words Dec 26th, 2016 8 Pages
1. Context and Problem

The Australian Red Cross Blood Service (ARCBS) has identified a long-standing issue of poor repeat blood donation from young donors, in particular males. While this group of the population has a high number of new donors, it has been found they are also the least loyal, which poses a problem for both current and future blood stocks. As a marketing consultancy firm, we have been commissioned to analyse the issues surrounding blood donation in Australia, and to devise three cost-effective marketing strategies aimed at increasing repeat donation from this demographic.

2. Literature Review

The topic of blood donation well-researched, with strategies having been devised to try and increase donation rates all over the world. Australia faces a challenging set of circumstances, in which remuneration for donation is illegal (ARCBS, 2016). It is thought this may be a contributing factor to the poor repeat donation rates in youth demographics, for whom altruism is no longer a primary driving factor when considering donation (Evans & Ferguson, 2013). Since the iconic work by Titmuss (1970), blood donation has been considered one of the only “true” altruistic behaviours, and many marketing strategies have been engineered around this concept. Several authors, however, have argued that blood donation is not a case of “true altruism”, and is actually a case of “impure altruism”, whereby the donor receives personal utility and improvement to self-perception from…

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