[The contribution of persuasion social psychology to the retention of donors: models to elaborate mailing to the donors]. / La psychologie sociale de la persuasion au service de la fidélisation des donneurs: modèles de conception de messages d'invitation au don.

The supply of blood cell products required from the National French Blood Institute (Établissement français du sang [EFS]) relies upon regular blood donors. Contact with donors, tailored to individuals as much as possible, helps them to donate on a regular basis. To communicate as efficiently as possible, the content of the mailings has to be adapted to individuals, each according to his/her motivation and the way he or she perceives and processes the information. Within the context of a research program conducted with the Psychology Department of the University of Caen Basse-Normandie, persuasive theoretical models from social psychology have been tested. These models allow adapting messages according to various combinations of types of information processing, motivations and content of the messages. Different types of mailing invitations have been sent to 1987 donors from the Normandy database, requesting them to donate blood. Every experimental letter worked better than the standard EFS letter (which was used as the "control" letter) in terms of effective blood donation after reception of the letter. Some of the letters are more efficient in motivating donors than others. When the systematic type of processing (deep and thorough processing) is activated it appears important to supply elaborate content. On the contrary, when a heuristic type of processing (fast and superficial) is activated, adaptation of the content is less essential. Last but not least, the nearness of the last blood donation plays a key role.

[The contribution of persuasion social psychology to the retention of donors: the impact of labelling the previous donation]. / La psychologie sociale de la persuasion au service de la fidélisation des donneurs: l'importance de donner du sens au dernier don.

The supply of blood cell products requires from the National French Blood Institute (Établissement Français du Sang - EFS) to rely upon regular blood donors. Contact with donors, tailored to individuals as much as possible, helps them to donate on a regular basis. Within the context of a research program conducted with the Psychology Department of the Université de Caen Basse-Normandie, persuasive theoretical models from social psychology have been tested. These models allow adapting messages according to the motivation of donors. The content is centred on the previous donation, differently labelled according to two types of labelling: functional labelling and social labelling. Functional labelling points out the efficiency of what "has been done" (the previous blood donation), whereas social labelling emphasizes the social value of the individual. Different types of mailing invitations have been sent to 1917 donors from the Normandy database, invited to three different blood collections. Every experimental letter worked better than the standard EFS letter (which was used as the "control" letter) in terms of effective blood donation after reception of the letter. Some of the letters are more efficient in motivating donors than other ones. The letters labelling the previous blood donation as functional (efficiency of the donation) appeared more efficient than those with social label (social value) in whichever motivation induced.