Persuasion, Donor Heterogeneity, and Workload: The Impact of Charitable Workers on Donors’ Blood Donation Decisions
65 Pages Posted: 28 Jul 2020 Last revised: 16 Jun 2021
Date Written: March 19, 2021
Problem definition: How does charitable workers’ experience affect donors’ donation decisions? We demonstrate how different types of charitable workers’ experiences affect corresponding donation outcomes and return probability, which can be impacted by their interactions with their donors.
Methodology/Results: Using a unique dataset at the nurse-donor interaction level, we analyze the role of nurse persuasion in driving charitable productivity as well as the moderating effect of nurse experience with donor physical capabilities and nurse workload. We find that the persuasion ability of the nurse and physical dimension of donors play important roles in designing staffing to improve charitable productivity. The effect of staff persuasion strongly depends on the relevant, rather than general, experience of the nurse. Moreover, donors that are physically-disadvantaged are more likely to be influenced by nurse persuasion. Nurse persuasion also reduces the negative effects of workload. In the long run, we do not find significant negative effects of experience on donor return probability.
Managerial Implications: When taking the insights on staffing-donor interactions into account, improved matching between nurses and donors can provide economically significant benefits for the blood bank. Understanding worker persuasion in the staff-donor interactions and leveraging big data in staffing decisions can help charitable organizations improve their productivity simply from the personnel end.
Keywords: charitable operations, charitable giving, non-profit operations, data analytics, blood donation, public health
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