个性化专属纪念品招募方式效果分析和研究

Analysis and research on the effect of personalized souvenir recruitmen

目的分析广州血液中心以“生日献血纪念章”(下称生日纪念章)个性化专属纪念品对献血者的招募保留效果进行分析和研究。方法2017年—2019年期间,广州血液中心生日当天献血者共11790名,每半年生日当天献血的献血者人数,绘制折线图,分析2018年7月起“生日纪念章”活动前后,生日当天献血的献血者人数变化;卡方检验对比2组献血人群特征差异,分析该活动敏感人群。结果2017年—2019年每半年生日当天献血人数总体持续增长,其中2018年7—12月较2018年1—6月,生日当天献血人数增长了406%,增长比例最大。活动前后2组人群性别、年龄、职业及既往献血次数分布差异均有统计学意义(P<0.05)。活动后男性、35岁及以上献血者、工人/职员及其他职业,固定献血者比例增加。结论广州血液中心的“生日纪念章”活动对生日当天献血有明显的促进效果,其中,男性,年龄35岁及以上,工人/职业/其他职业及固定献血者对该活动更敏感,更可能选择生日当天献血。今后针对女性、25岁以下、学生及初次献血者,注意增加其他招募保留措施。

Objective To analyze the effect of the“Birthday Blood Donation Medal”(hereinafter referred to as the Birthday Medal)personalized souvenir to the blood donor recruitment and retention effect of blood donors in Guangzhou Blood Center.Methods From 2017 to 2019,there were a total of 11790 blood donors donated blood on their birthday in Guangzhou Blood Center.Aline chart was drawn of the number of blood donors who donated blood on birthday to observe the trends every half a year from 2017 to 2019;Chi-square test was used to compare the characteristics of blood donors in two groups(before and after the“Birthday Blood Donation Medal”activity)and we analyzed the sensitive population of the activity.Results The number of blood donors on the birthday every half year from 2017 to 2019 continued to increase.Among them,the number of blood donors donated on birthday on July-December 2018 increased by 406%compared to the first six months of 2018,which was the largest increase.The differences in gender,age,occupation,and previous blood donation times between the two groups were statistically significant(P<0.05).After the activity,the percentage of male,35-year-old and above blood donors,workers/clerks and other occupations,and regular blood donors increased.Conclusion The“Birthday Blood Donation Medal”activity in Guangzhou Blood Center has a significant promotion effect on blood donation on birthday.Among them,males,aged 35 and above,workers/occupations/other occupations and regular blood donors are more sensitive to this activity and are more likely to donate blood on birthday.In the future,other recruitment and retention measures should be taken to pay attention to women,under 25 years old,students and first-time blood donors.