Project with the German Red Cross

How can first-time donors be persuaded to donate blood in the long term? Students at Fulda University of Applied Sciences studied this socially important question as part of the module "Management of Nonprofit Organisations" in the winter semester 2024/25. In close cooperation with the DRK-Kreisverband Fulda and the DRK-Blutspendedienst Baden-Württemberg - Hessen, they investigated which experiences, expectations and motives characterise young blood donors and which factors support their return.

Empirical analyses worldwide show: Around half of all first-time donors do not donate blood a second time. The project addresses precisely this sensitive threshold - and ideally combines the lecture room, practice and research. The students managed qualitative interviews with around 80 first-time and second-time donors at real blood donation campaigns. In addition, the concept of a possible longitudinal study was developed in order to be able to systematically map the "Blood Donor Journey" over a longer period of time.

In the process, the students gained methodological research expertise and developed a deeper understanding of the non-profit sector. The findings provide the practical placement partners with valuable impetus for further developing their donor loyalty. "When academic curiosity and social commitment result in visible added value for all those involved, this demonstrates the potential of good teaching," says Prof Dr Irina Kohler, who was responsible for the project.

Presentations at academic conferences show that the project approach is also recognised beyond the region: For example, results from previous semesters have already been presented at the annual conference of the German Society for Transfusion Medicine and Immunohaematology in September 2024 - including the contribution "Evaluating Non-Monetary Compensation in Blood Donation: Understanding the impact of blood drive goodie bags on donor loyalty."

Many students have developed a sustainable interest in non-profit topics through the project, and several NPO-related Master's theses are currently being supervised.

The report on the cooperation can be found at osthessen-news.de/n11774222/hochschule-und-drk-zeigen-erkenntnisse-zur-langfristigen-spenderbindung.html