Social media and blood donor behaviour

The study 'Social Media And Blood Donor Behaviour: new ways of effective communication' used Facebook and Twitter data to enhance existing research on donation barriers and associated emotions communicated on social media by both donors and non-donors.

The project aimed to considerably increase donor retention by firstly assessing effects of current social media communication strategies on donor attitudes and behaviour, and secondly, the development of a tool to improve online communication strategies aimed to increase donor retention and binding with Sanquin.