The University of Queensland

Engaging ethnic minority and majority blood donors in donor recruitment (2022–2025)

Abstract:

Word-of-mouth is a potentially powerful way to recruit blood donors. Talking about donation increases awareness, trust, commitment and positive feelings about donating, particularly in ethnic minority groups. However, donors seldom tell others about donating. This project aims to determine how to motivate blood donors to recruit new donors using word-of-mouth, through research comprising co-design, surveys, and experiments. This project will generate new knowledge of how to encourage effective word-of-mouth for pro-social behaviours. Expected outcomes include producing culturally relevant, validated resources that will significantly benefit Australia by encouraging effective conversations to promote blood donation in all communities.

Grant type:

ARC Linkage Projects

Researchers:

• 

  Professor Barbara Masser

  ARCLB Chair in Donor Research
  

  School of Psychology

  Faculty of Health and Behavioural Sciences

Funded by:

Australian Research Council