PENNSYLVANIA, USA — It's a plea you've heard time and time again.
“We need people to schedule blood donation appointments…we need them to make them today, tomorrow, next week and the months to come," said Laura Burke, executive director of the American Red Cross Central Pennsylvania chapter.
But now that plea is dire.
Over the last two decades, blood donations have fallen by 40 percent, according to the American Red Cross. It's the lowest level of donations in the last 20 years.
It's forced the Red Cross to declare an emergency shortage.
“We are receiving fewer donations and sending fewer donations to hospitals in need than they have coming through the door," said Burke.
Blood banks say getting people to donate blood is a challenge, and getting them to donate more than once is even tougher.
That's why researchers at Penn State University's Smeal College of Business are trying to learn what could motivate blood donors to come back.
“It’s kind of like this thing where you go in and give blood, you never know what happens after that, right?" said Karen Winterich, Gerald I. Susman Professor of Sustainability and Professor of Marketing at the Smeal College of Business.
Winterich is the lead researcher on a study which found informing donors about past use of their blood can increase future donations.
The study involved texting donors to let them know when and where their blood was used.
“It actually has a ten percent increase in the likelihood that people will return to donate again," Winterich explained.
The study found when donors receive these kinds of notifications, they have more trust in the organization and feel like they have a better relationship with it.
Through its Blood Donor App, the American Red Cross does notify donors after their blood is used.
“That app specifically will tell you where your blood is in the life cycle of its journey, from donating to processing to donation to a facility," said Burke.
She agrees that can help make a blood donation feel more meaningful and personal.
“It creates a story around your donation and makes you feel like you’re doing tangible good, because you are," she said.
FOX43 is teaming up with the American Red Cross this week for a blood drive in York County.
The blood drive will take place Thursday, January 11 from 10:00 a.m. to 5:00 p.m. at the York JCC.
Appointments are encouraged, but walk-ins are accepted.
For more information, or to make an appointment, you can visit the American Red Cross website.
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