Abstract
The present case study focuses on the application of social marketing principles to the promotion of blood donation. In this regard, many lives depend on the availability of safe blood supplies for transfusions and medical procedures, and the voluntary contribution of people is key to the success of the blood donation system. Specifically, we introduce the demographic profile of blood donors in Spain, paying special attention to the younger segment as a relevant target in promoting donations. We also detail the restraints and motivations that guide people’s behaviour regarding blood donation. Later, we describe the actions carried out by the Blood Donor Association of Cantabria (i.e. the main non-profit association in charge of creating the permanent blood bank in this geographical region) to promote voluntary donations, paying special attention to young people and experienced donors. The case study ends with conclusions and discussion questions.
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García-De los Salmones, M.M., Pérez, A. (2019). How to Promote Blood Donation? The Case of the Blood Donor Association of Cantabria (Spain). In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_6
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