La psychologie sociale de la persuasion au service de la fidélisation des donneurs : l’importance de donner du sens au dernier don

Abstract

The supply of blood cell products requires from the National French Blood Institute (Établissement Français du Sang – EFS) to rely upon regular blood donors. Contact with donors, tailored to individuals as much as possible, helps them to donate on a regular basis. Within the context of a research program conducted with the Psychology Department of the Université de Caen Basse-Normandie, persuasive theoretical models from social psychology have been tested. These models allow adapting messages according to the motivation of donors. The content is centred on the previous donation, differently labelled according to two types of labelling: functional labelling and social labelling. Functional labelling points out the efficiency of what “has been done” (the previous blood donation), whereas social labelling emphasizes the social value of the individual. Different types of mailing invitations have been sent to 1917 donors from the Normandy database, invited to three different blood collections. Every experimental letter worked better than the standard EFS letter (which was used as the “control” letter) in terms of effective blood donation after reception of the letter. Some of the letters are more efficient in motivating donors than other ones. The letters labelling the previous blood donation as functional (efficiency of the donation) appeared more efficient than those with social label (social value) in whichever motivation induced.