Project Abstract

The American Red Cross is responsible for collecting numerous pints of blood daily, but it faces a continual trend of shortages. Due to the close relationship Millennials hold with sites such as Facebook, social media has been identified as a viable candidate to help alleviate this problem. My research focuses on using electronic communication to enhance blood donations by targeting both the donor community and the public. I am conducting this project by surveying a set of key factors and their effects on self-reported motives to give blood. Questions in the surveys encompass both inquiring into a participant’s beliefs about motivational factors and their actions in certain scenarios. The responses will then be statistically analyzed. I hypothesize that direct social pressure will be among the most influential reason to why a person gives, and miscommunication and apathy to be significant detractors. I further propose that the often discussed fear of the donation process to be among the minority of negative motivators. As social media’s relation with collecting blood has been relatively unexplored in other studies, I believe this research can provide a different outlook to encouraging donations and standardize the findings on donor motivation in past studies. Furthermore, the results of this research demonstrate potential to be applied to other forms of consumer marketing as well.

Scarlet Letters: Analyzing Electronic Media Communication to Enhance Blood Donations