Abstract
In response to the current organ shortage-and in an effort to increase the number of registered donors-the present campaign employed a direct-mail marketing strategy that registered 6908 individuals in the state's First-Person Consent Registry (FPCR). In evaluating the most effective of three mailers, 18-year-old individuals (N = 139 356) were randomly assigned to receive: (a) a letter from the Secretary of State (SoS); (b) a brochure from the SoS or (c) both. As hypothesized, the results revealed that exposure to the SoS letter only resulted in a greater registration rate than exposure to the SoS brochure only. Results also revealed that exposure to both the SoS letter and SoS brochure resulted in a greater registration rate than exposure to the SoS brochure only. No difference in registration rate emerged between exposure to the SoS letter and SoS brochure compared to exposure to the SoS letter only. Our results speak to the effectiveness of utilizing personalized direct-mail marketing strategies to promote organ donation with an emphasis on the practical implications of our findings for organ donation practitioners. This study finds support for disseminating a personalized letter from the Secretary of State to recruit newly eligible teens to register as organ donors.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1593-1597 |
| Number of pages | 5 |
| Journal | American Journal of Transplantation |
| Volume | 12 |
| Issue number | 6 |
| DOIs | |
| State | Published - Jun 1 2012 |
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Keywords
- Organ donation
- campaign
- direct-mail marketing
- organ donation registry
- young adults
ASJC Scopus subject areas
- Immunology and Allergy
- Transplantation
- Pharmacology (medical)
Cite this
Message framing and medium considerations for recruiting newly eligible teen organ donor registrants. / Quick, Brian L; Bosch, D.; Morgan, S. E.
In: American Journal of Transplantation, Vol. 12, No. 6, 01.06.2012, p. 1593-1597.Research output: Contribution to journal › Review article
}
TY - JOUR
T1 - Message framing and medium considerations for recruiting newly eligible teen organ donor registrants
AU - Quick, Brian L
AU - Bosch, D.
AU - Morgan, S. E.
PY - 2012/6/1
Y1 - 2012/6/1
N2 - In response to the current organ shortage-and in an effort to increase the number of registered donors-the present campaign employed a direct-mail marketing strategy that registered 6908 individuals in the state's First-Person Consent Registry (FPCR). In evaluating the most effective of three mailers, 18-year-old individuals (N = 139 356) were randomly assigned to receive: (a) a letter from the Secretary of State (SoS); (b) a brochure from the SoS or (c) both. As hypothesized, the results revealed that exposure to the SoS letter only resulted in a greater registration rate than exposure to the SoS brochure only. Results also revealed that exposure to both the SoS letter and SoS brochure resulted in a greater registration rate than exposure to the SoS brochure only. No difference in registration rate emerged between exposure to the SoS letter and SoS brochure compared to exposure to the SoS letter only. Our results speak to the effectiveness of utilizing personalized direct-mail marketing strategies to promote organ donation with an emphasis on the practical implications of our findings for organ donation practitioners. This study finds support for disseminating a personalized letter from the Secretary of State to recruit newly eligible teens to register as organ donors.
AB - In response to the current organ shortage-and in an effort to increase the number of registered donors-the present campaign employed a direct-mail marketing strategy that registered 6908 individuals in the state's First-Person Consent Registry (FPCR). In evaluating the most effective of three mailers, 18-year-old individuals (N = 139 356) were randomly assigned to receive: (a) a letter from the Secretary of State (SoS); (b) a brochure from the SoS or (c) both. As hypothesized, the results revealed that exposure to the SoS letter only resulted in a greater registration rate than exposure to the SoS brochure only. Results also revealed that exposure to both the SoS letter and SoS brochure resulted in a greater registration rate than exposure to the SoS brochure only. No difference in registration rate emerged between exposure to the SoS letter and SoS brochure compared to exposure to the SoS letter only. Our results speak to the effectiveness of utilizing personalized direct-mail marketing strategies to promote organ donation with an emphasis on the practical implications of our findings for organ donation practitioners. This study finds support for disseminating a personalized letter from the Secretary of State to recruit newly eligible teens to register as organ donors.
KW - Organ donation
KW - campaign
KW - direct-mail marketing
KW - organ donation registry
KW - young adults
UR - http://www.scopus.com/inward/record.url?scp=84861799465&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84861799465&partnerID=8YFLogxK
U2 - 10.1111/j.1600-6143.2012.04010.x
DO - 10.1111/j.1600-6143.2012.04010.x
M3 - Review article
C2 - 22420417
AN - SCOPUS:84861799465
VL - 12
SP - 1593
EP - 1597
JO - American Journal of Transplantation
JF - American Journal of Transplantation
SN - 1600-6135
IS - 6
ER -