Strategies and theories to attract and retain blood donors: fairness, reciprocity, equity and warm‐glow

Abstract

Background and ObjectivesThis paper sets out the case that fairness and reciprocity are critical to donor recruitment and warm glow is central to donor retention.Materials and MethodsNarrative review.ResultsI show that blood donors, compared to non‐donors, are more sensitive to violations of fairness. I argue that interventions that tap into reciprocity and fairness (e.g. voluntary reciprocal altruism) and the inequality in health between donors and recipients are likely to be effective in recruiting new donors. Once recruited, donors with greater experienced warm glow will remain as donors and those with weaker warm glow will relapse: a self‐selection mechanism. I argue that warm glow messages can, therefore, be used to enhance retention rates in new donors with lower levels of warm glow. I also show how research on emotions (prosocial emotions and emotional trajectories), sexual selection and trust offers new and exciting avenues for donor recruitment.ConclusionWarm glow is central to retaining blood donors and fairness and reciprocity to recruiting them.