For organizations that aim to connect donors with recipients, solicitations are an important tool used in an attempt to encourage prosocial behavior. Compliance with these solicitations, however, tends to vary between individuals and social contexts. Can the characteristics of a social context have an influence on how potential blood donors respond to solicitations?

This new article by Joris Schröder, Eva-Maria Merz, Bianca Suanet, and Pamela Wiepking – published in PLOS ONE – explores the influence of these context characteristics on donation behavior. Drawing on a social-ecological systems framework – with a conceptual model included below – the authors investigate how word-of-mouth recruitment and talking about blood donations relate to compliance with solicitations for donations.

Their model predicts that donors more actively engaged in talking about blood donation are more inclined to comply with solicitations for donations, especially when it is a donor’s first time donating blood. Their findings imply that increasing opportunities to communicate about blood donation may increase the efficacy of solicitations.

The article’s doi is provided below: