Guest lecture by Mario Macis | Matching-gift strategy in blood donation: the impact of pro-social incentives

On Tuesday 8 October Prof Mario Macis (Carey Business School, Johns Hopkins University, Baltimore, USA) will give a guest lecture at Sanquin Amsterdam.

Title: Matching-gift strategy in blood donation: the impact of pro-social incentives

Host: Caroline Graf and Eva-Maria Merz

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Abstract
This study investigates the effectiveness of a matching-gift strategy as a pro-social incentive in increasing voluntary blood donations. It examines whether linking blood donations to charitable contributions that benefit vulnerable groups in developing countries can enhance donation rates and attract both regular and new donors. Conducted in partnership with the Regional Blood Transfusion Center in Granada, Spain, the field experiment involved two treatments: a baseline treatment following standard blood donation procedures, and a pro-social incentives treatment (PST) which added charitable contributions to the blood donation process. The PST offered various incentives, such as vaccination kits and food provisions for children in developing countries, communicated through banners and text messages to potential donors. The study spanned 16 months and included 21,888 participants across 130 locations. The pro-social incentives significantly increased blood donation rates compared to the baseline, with particular effectiveness observed for food-related incentives. The most impactful incentive was the provision of food for a week, which significantly raised both the overall donation rates and specifically attracted new donors. The study highlights that pro-social incentives can enhance blood collection efficiency by aligning blood donation drives with charitable activities. Pro-social incentives, particularly those offering tangible benefits to third-party beneficiaries, effectively increase blood donation rates. This matching-gift strategy not only addresses local blood supply shortages but also extends the impact of humanitarian aid globally. Future research should explore the long-term sustainability of such incentives and their potential to balance intrinsic and extrinsic motivations among donors.