Brian L Quick1, Nicole R LaVoie2, Susan E Morgan3, Dave Bosch4. 1. Department of Communication, College of Medicine, University of Illinois at Urbana-Champaign, Urbana, IL, USA. 2. Department of Communication, University of Illinois at Urbana-Champaign, Urbana, IL, USA. 3. School of Communication Studies, Miami University, Coral Gables, FL, USA. 4. Eversight, Ann Arbor, MI, USA.
Abstract
BACKGROUND: This study extends previous direct-mail campaigns by evaluating the effectiveness of a marketing campaign promoting organ donation message strategies from the vantage point of organ donors, organ recipients, individuals on the waiting list, or a combination of these three frames. METHODS:Illinois residents were randomly assigned to one of four organ donation brochures disseminated via U.S. postal mail. Registrations occurred via the Internet and U.S. postal mail. RESULTS: Individuals register at a greater rate following exposure to the combination framed message compared to organ donor, organ recipient, and waiting list narratives. The campaign revealed that individuals are more likely to register via U.S. postal mail than the Internet. CONCLUSION: Direct-mail marketing efforts were shown to be an effective approach to promote organ and tissue donation registrations. The results demonstrated a preference for the combination framed brochure. The results are discussed with an emphasis on the practical implications of utilizing direct-mail marketing efforts to promote organ donation among young adults.
RCT Entities:
BACKGROUND: This study extends previous direct-mail campaigns by evaluating the effectiveness of a marketing campaign promoting organ donation message strategies from the vantage point of organ donors, organ recipients, individuals on the waiting list, or a combination of these three frames. METHODS: Illinois residents were randomly assigned to one of four organ donation brochures disseminated via U.S. postal mail. Registrations occurred via the Internet and U.S. postal mail. RESULTS: Individuals register at a greater rate following exposure to the combination framed message compared to organ donor, organ recipient, and waiting list narratives. The campaign revealed that individuals are more likely to register via U.S. postal mail than the Internet. CONCLUSION: Direct-mail marketing efforts were shown to be an effective approach to promote organ and tissue donation registrations. The results demonstrated a preference for the combination framed brochure. The results are discussed with an emphasis on the practical implications of utilizing direct-mail marketing efforts to promote organ donation among young adults.
Authors: J Daryl Thornton; Bridget Patrick; Catherine Sullivan; Jeffrey M Albert; Kristine A Wong; Margaret D Allen; Linda Kimble; Heather Mekesa; Gordon Bowen; Ashwini R Sehgal Journal: Clin Transplant Date: 2019-03-13 Impact factor: 2.863
Authors: Alvin H Li; Marcus Lo; Jacob E Crawshaw; Alexie J Dunnett; Kyla L Naylor; Amit X Garg; Justin Presseau Journal: Cochrane Database Syst Rev Date: 2021-04-04
Authors: Eitan Novogrodsky; Alan Yaghoubian; Sarah E Connor; Elisabeth Hicks; Grecia B Vargas; Sima Nassiri; Ariella Maghen; Lorna Kwan; Amy D Waterman; Sally L Maliski; Jeffrey L Veale Journal: Health Commun Date: 2017-11-30