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Friday, December 27, 2019

The Australian Red Cross Blood Service Essay - 1828 Words

1. Context and Problem The Australian Red Cross Blood Service (ARCBS) has identified a long-standing issue of poor repeat blood donation from young donors, in particular males. While this group of the population has a high number of new donors, it has been found they are also the least loyal, which poses a problem for both current and future blood stocks. As a marketing consultancy firm, we have been commissioned to analyse the issues surrounding blood donation in Australia, and to devise three cost-effective marketing strategies aimed at increasing repeat donation from this demographic. 2. Literature Review The topic of blood donation well-researched, with strategies having been devised to try and increase donation rates all over the world. Australia faces a challenging set of circumstances, in which remuneration for donation is illegal (ARCBS, 2013). It is thought this may be a contributing factor to the poor repeat donation rates in youth demographics, for whom altruism is no longer a primary driving factor when considering donation (Russell-Bennett, Hartel, Previte Russel, 2012). Since the iconic work by Titmuss (1970), blood donation has been considered one of the only â€Å"true† altruistic behaviours, and many marketing strategies have been engineered around this concept. Several authors, however, have argued that blood donation is not a case of â€Å"true altruism†, and is actually a case of â€Å"impure altruism†, whereby the donor receives personal utility and improvementShow MoreRelatedThe Australian Red Cross Blood Service1030 Words   |  5 Pagesconvey complex ideas that text alone cannot. Images also possess the ability to be simultaneously simple and natural while playing with the wits of the viewer. 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