"More Than a Thank You! The Effects of Recognition Strategies on Blood Donation"
(A2026-132795)

AUTHORS

SARA CAMPOS, Universidad de Zaragoza; F. JAVIER SESE, University of Zaragoza ESQ5018001G

ABSTRACT

Despite the growing need for blood worldwide, blood donation rates remain alarmingly low. This research focuses on recognition strategies and investigates whether their effectiveness varies depending on (1) the type of recognition (public vs. private), (2) its timing across the donor lifecycle, and (3) whether they are accompanied by symbolic rewards. Using a longitudinal panel dataset of over 720,000 donation instances from more than 49,000 donors during a 28-year window (1996–2024), and applying random-effects regression models, the findings show that recognition has a negative short-term effect, as it delays subsequent donations, though this effect fades shortly afterwards. Crucially, the results indicate that recognition strategies become more effective when they are accompanied by a symbolic reward (i.e., commemorative badge) and during the early stages of the donor lifecycle. These results offer novel insights into research on recognition strategies and their effectiveness, and provides actionable, data-driven insights for non-profits to enhance donor loyalty and engagement.