Advertisement

Does organizational reputation influence the willingness to donate blood?

  • Marius MewsEmail author
  • Silke Boenigk
Original Article

Abstract

In Germany, blood donation organizations face a highly competitive environment when it comes to winning new donors and keeping regular donors loyal. Especially in highly competitive markets intangible assets such as organizational reputation and nonprofit brands have shown to be of great importance. This paper examines if blood donation organizations can significantly change the willingness to donate blood among potential blood donors by changing their organizational reputation. Results of an online experiment with 144 potential blood donors show that organizational reputation is easily damaged by negative news in the press and that this leads to a significantly lower willingness to donate blood for this organization among potential donors. Therefore, from a management perspective, the results show that blood donation organizations have to be extremely careful to avoid that negative news is spread and actively manage their reputation. Implications for blood donation management and suggestions for future research are made.

Keywords

Blood donation management Organizational reputation Experiment Nonprofit branding 

References

  1. Aaker JL (1997) Dimensions of brand personality. J Mark Res 34(3):347–356CrossRefGoogle Scholar
  2. Abimbola T, Vallaster C (2007) Brand, organisational identity and reputation in SMEs: an overview. Qualitative Market Res 10(4):341–348CrossRefGoogle Scholar
  3. Ahluwalia R, Burnkrant RE, Unnava HR (2000) Consumer response to negative publicity: the moderating role of commitment. J Mark Res 37(2):203–214CrossRefGoogle Scholar
  4. Ajzen I (1985) From intentions to actions: a theory of planned behavior. In: Kuhl J, Beckman J (eds) Action-control: from cognition to behavior. Springer, Heidelberg, pp 11–39Google Scholar
  5. Ajzen I (1991) The theory of planned behavior. Organ Behav Hum Decis Process 50(2):179–211CrossRefGoogle Scholar
  6. Anderson NH (1981) Integration theory applied to cognitive responses and attitudes. In: Petty RE, Ostrom TM, Brock TC (eds) Cognitive responses in persuasion. Lawrence Erlbaum Associates, Hillsdale, pp 361–397Google Scholar
  7. Ariely D, Bracha A, Meier S (2009) Doing good or doing well? Image motivation and monetary incentives in behaving prosocially. American Econ Rev 99(1):544–555CrossRefGoogle Scholar
  8. Bednall TC, Bove LL (2011) Donating blood: a meta-analytic review of self-reported motivators and deterrents. Transfus Med Rev 25(4):317–334CrossRefGoogle Scholar
  9. Bekkers R, Wiepking P (2011) A literature review of empirical studies of philanthropy: eight mechanisms that drive charitable giving. Nonprofit Volunt Sect Q 40(5):924–973CrossRefGoogle Scholar
  10. Bennett R (2008) Marketing of voluntary organizations as contract providers of national and local government welfare services in the UK. Voluntas Int J Volunt Nonprofit Organizations 19(3):268–295CrossRefGoogle Scholar
  11. Bennett R, Ali-Choudhury R (2009) Second-gift behaviour of first-time donors to charity: An empirical study. Int J Nonprofit Volunt Sect Mark 14(3):161–180CrossRefGoogle Scholar
  12. Bennett R, Gabriel H (2003) Image and reputational characteristics of UK charitable organizations: an empirical study. Corporate Reput Rev 6(3):276–289CrossRefGoogle Scholar
  13. Boenigk S, Leipnitz S, Scherhag C (2011) Altruistic values, satisfaction and loyalty among first-time blood donors. Int J Nonprofit Volunt Sect Mark 16(4):356–370CrossRefGoogle Scholar
  14. Brown B, Logsdon JM (1997) Factors influencing Fortune’s corporate reputation for “community and environmental responsibility”. In: J. Weber J, Rehbein K (ed). IABS proceedings (Eight annual conference), International Association for Business and Society, Destin, pp 184–189Google Scholar
  15. Caruana A, Cohen C, Krentler KA (2006) Corporate reputation and shareholders’ intentions: An attitudinal perspective. J Brand Manag 13(6):429–440CrossRefGoogle Scholar
  16. Deephouse DL (2000) Media reputation as a strategic resource: An integration of mass communication and resource-based theories. J Manag 26(6):1091–1112CrossRefGoogle Scholar
  17. Donaldson B, McNicholas C (2004) Understanding the postgraduate education market for UK-based students: a review and empirical study. Int J Nonprofit Volunt Sect Mark 9(4):346–360CrossRefGoogle Scholar
  18. Ettensen R, Knowles J (2008) Don’t confuse reputation with brand. MITSloan Manage Rev 49(2):19–21Google Scholar
  19. Fernández-Montoya A, López-Berrio A, Castillo JD Luna des (1998) How some attitudes, beliefs and motivations of Spanish blood donors evolve over time. Vox Sang 74(3):140–147CrossRefGoogle Scholar
  20. Ferrari JR, Barone RC, Jason LA, Rose T (1985) The use of incentives to increase blood donations. J Social Psychol 125(6):791–793CrossRefGoogle Scholar
  21. Fombrun CJ (1996) Reputation: realizing value from the corporate image. Harvard Business School Press, BostonGoogle Scholar
  22. Fombrun CJ, Gardberg NA, Sever JM (2000) The reputation quotient: a multi-stakeholder measure of corporate reputation. J Brand Manag 7(4):241–255Google Scholar
  23. Fombrun CJ, van Riel C (1997) The reputational landscape. Corporate Reputation Rev 1(1):5–13CrossRefGoogle Scholar
  24. France JL, France CR, Himawan LK (2007) A path analysis of intention to redonate among experienced blood donors: An extension of the theory of planned behavior. Transfus 47(6):1006–1013CrossRefGoogle Scholar
  25. Gallagher M, Radcliffe VS (2002) Internal controls in nonprofit organizations. Nonprof Manag Leader 12(3):313–325CrossRefGoogle Scholar
  26. German Red Cross Blood Donation Services (ed) (2011) Ethischer Kodex für Blutspenden und Bluttransfusionen – 1980. http://www.drk-blutspende.de/blutspendedienste/ethischer_kodex.php. Accessed 2 November 2011
  27. Giles M, McClenahan C, Cairns E, Mallet J (2004) An application of the theory of planned behaviour to blood donation: the importance of self-efficacy. Health Educ Res 19(4):380–391CrossRefGoogle Scholar
  28. Glynn SA, Kleinman SH, Schreiber GB, Zuck T, McCombs S, Bethel J, Garratty G, Williams AE (2002) Motivations to donate blood: demographic comparisons. Transfus 42(2):216–225CrossRefGoogle Scholar
  29. Glynn SA, Williams AE, Nass CC, Bethel J, Kessler D, Scott EP, Fridey J, Kleinman SH, Schreiber GB (2003) Attitudes towards blood donation incentives in the United States: implications for donor recruitment. Transfus 43(1):7–16CrossRefGoogle Scholar
  30. Godin G, Conner M, Sheeran P, Germain M (2008) Asking questions changes behavior: mere measurement effects on frequency of blood donation. Health Psychol 27(2):179–184CrossRefGoogle Scholar
  31. Greinacher A, Fendrich K, Alpen U, Hoffmann W (2007) Impact of demographic changes on the blood supply: Mecklemburg-West Pomerania as a model region for Europe. Transfus 47(3):395–401CrossRefGoogle Scholar
  32. Handy F (1995) Reputation as collateral: an economic analysis of the role of trustees of nonprofits. Nonprofit Volunt Sect Q 24(4):293–305CrossRefGoogle Scholar
  33. Handy F, Cnaan RA, Brudney JL, Ascoli U, Meijs LCMP, Ranade S (2000) Public perception of “who is a volunteer”: an examination of the net-cost approach from a cross-cultural perspective. Voluntas Int J Volunt Nonprofit Organizations 11(1):45–65CrossRefGoogle Scholar
  34. Hankinson P (2001) Brand orientation in the charity sector: a framework for discussion and research. Int J Nonprofit Volunt Sect Mark 6(3):231–242CrossRefGoogle Scholar
  35. Helmig B, Jegers M, Lapsley I (2004) Challenges in managing nonprofit organizations: a research overview. Voluntas: Int J Volunt Nonprofit Organizations 15(2):101–116CrossRefGoogle Scholar
  36. Helmig B, Boenigk S (2012) Nonprofit Management, Vahlen, MunichGoogle Scholar
  37. Helmig B, Thaler J (2010) On the effectiveness of social marketing - What do we really know? J Nonprofit Public Sect Mark 22(4):264–287CrossRefGoogle Scholar
  38. Hughes PN, Luksetich WA (1999) The relationship among funding sources for art and history museums. Nonprofit Manag Leader 10(1):21–37CrossRefGoogle Scholar
  39. Hupfer ME, Taylor DW, Letwin JA (2005) Understanding Canadian student motivations and beliefs about giving blood. Transfus 45(2):149–161CrossRefGoogle Scholar
  40. Lafferty BA, Goldsmith RE, Hult GTM (2004) The impact of the alliance of the partners: a look at cause-brand alliances. Psychol Mark 21(7):509–531CrossRefGoogle Scholar
  41. McClellan A, Rebello-Rao D, Wyszomirski MJ (1999) Resisting invisibility - Arts organizations and the pursuit of persistent presence. Nonprofit Manag Leader 10(2):169–183CrossRefGoogle Scholar
  42. Napoli J (2006) The impact of nonprofit brand orientation on organisational performance. J Mark Manag 22(7):673–694CrossRefGoogle Scholar
  43. Nilsson Sojka B, Sojka P (2008) The blood donation experience: self reported motives and obstacles for donating blood. Vox Sang 94(1):56–63Google Scholar
  44. Oswalt RM, Napoliello M (1974) Motivations of blood donors and nondonors. J Appl Psychol 59(1):122–124CrossRefGoogle Scholar
  45. Paul-Ehrlich-Institute (ed.) (2010) Bericht zur Meldung nach § 21 TFG für die Jahre 2008 und 2009. http://www.pei.de/cln_236/nn_156172/SharedDocs/Downloads/bgbl/2010/2010-21-tfg-bericht-2008-2009,templateId=raw,property=publicationFile.pdf/2010-21-tfg-bericht-2008-2009.pdf. Accessed 2 November 2011
  46. Ritchie RJB, Swami S, Weinberg CB (1999) A brand new world for nonprofits. Int J Nonprofit Volunt Sect Mark 4(1):26–42CrossRefGoogle Scholar
  47. Roberts PW, Dowling GR (2002) Corporate reputation and sustained superior financial performance. Strategic Manag J 23(12):1077–1093CrossRefGoogle Scholar
  48. Roller RH (1996) Strategy formulation in nonprofit social services organizations: a proposed framework. Nonprof Manag Leader 7(2):137–153CrossRefGoogle Scholar
  49. Sanchez AM, Ameti DI, Schreiber GB, Thomson RA, Lo A, Bethel J, Williams AE (2001) The potential impact on incentives on future blood donation behavior. Transfus 41(2):172–178CrossRefGoogle Scholar
  50. Sarstedt M, Schloderer MP (2010) Developing a measurement approach for reputation of non-profit organizations. Int J Nonprofit Volunt Sect Mark 15(3):276–299Google Scholar
  51. Seifried E, Klueter H, Weidmann C, Staudenmaier T, Schrezenmeier H, Henschler R, Greinacher A, Mueller MM (2011) How much blood is needed? Vox Sang 100(1):10–21CrossRefGoogle Scholar
  52. Shamma HM, Hassan SS (2009) Perspectives for examining corporate reputation. J Prod Brand Manag 18(5):326–337CrossRefGoogle Scholar
  53. Stephenson M Jr, Schnitzer MH (2006) Interorganizational trust, boundary spanning, and humanitarian relief coordination. Nonprofit Manag Leader 17(2):211–233CrossRefGoogle Scholar
  54. Thaler J, Helmig B (2012) Promoting good behavior: does social and temporal framing make a difference?, Voluntas: Int J Volunt Nonprofit Organizations, Online FirstGoogle Scholar
  55. Trochim WMK (1985) Pattern matching, validity, and conceptualization in program evaluation. Evaluation Rev 9(5):575–604CrossRefGoogle Scholar
  56. Tscheulin DK, Lindenmeier J (2005) The willingness to donate blood: an empirical analysis of socio-demographic and motivation-related determinants. Health Serv Manag Res 18(3):165–174CrossRefGoogle Scholar
  57. Turban DA, Greening DW (1997) Corporate social performance and organizational attractiveness to prospective employees. Acad Manag J 40(3):658–672CrossRefGoogle Scholar
  58. van Dongen A, Abraham C, Ruiter RAC, Schaalma HP, de Kort W, Dijkstra JA, Veldhuizen I (2011) Are lapsed donors willing to resume blood donation, and what determines their motivation to do so? Transfus 52(6):1296–1302Google Scholar
  59. Veldhuizen I, Wagenmans E (2009) Domain survey on donor management in Europe. In: de Kort W, Veldhuizen I (eds) Donor management manual pp. 22-30. http://www.domaine-europe.eu/ManualPDF/tabid/115/Default.aspx Accessed 15 November 2011
  60. Venable BT, Rose GM, Gilbert FW (2003) Measuring the brand personality of non-profit organizations. In: Keller PA, Rook DW (eds) Advances in consumer research volume 30. Association for Consumer Research, Valdosta, pp 379–380Google Scholar
  61. Walker K (2010) A systematic review of the corporate reputation literature: definition, measurement, and theory. Corporate Reput Rev 12(4):357–387CrossRefGoogle Scholar
  62. Wartick S (2002) Measuring corporate reputation: definition and data. Bus Soc 41(4):371–392CrossRefGoogle Scholar
  63. Wymer W, Samu S (2009) The influence of cause marketing associations on product and cause brand value. Int J Nonprofit Volunt Sect Mark 14(1):1–20CrossRefGoogle Scholar

Copyright information

© Springer-Verlag 2012

Authors and Affiliations

  1. 1.Management of Public, Private & Nonprofit OrganizationsUniversity of HamburgHamburgGermany

Personalised recommendations