Examining the role of voluntary reciprocal altruism and collectivism interventions in enhancing intentions to donate blood among young non-donors: an experimental study

Objective: To evaluate (i) if an enhanced Voluntary Reciprocal Altruism (VRA) intervention increases intentions to donate blood and registration seeking, (ii) if a Collectivism intervention enhances intentions to donate blood and registration seeking, and (iii) to ascertain if there is an interaction effect between VRA and Collectivism interventions on registration seeking and donation intentions. Methods and measures: A two-way-between-subjects randomised control design was implemented. The dependent variables were intentions to donate and registration seeking, while the independent variables were VRA (VRA and Control) and Collectivism (Collectivism and Individualism). A total of 211 young adult participants were included in the analysis. The participants were randomised into four conditions. A two-way ANOVA was conducted to evaluate differences in intentions to donate, while Chi-Square analysis was used to investigate registration seeking across each condition. Results: There was a significant difference in once-off intentions to donate blood among participants receiving the VRA intervention compared to the control group (Cohen’s d = 0.54). However, the Collectivism intervention had no significant effect on donation intentions or registration seeking. No interaction effect was detected between VRA and Collectivism. Conclusions: The VRA intervention significantly influenced once-off intentions to donate and may be a cost-effective strategy to recruit new blood donors.