Study level

  • Vacation research experience scheme


Faculty of Business and Law

School of Economics and Finance

Topic status

We're looking for students to study this topic.


Professor Uwe Dulleck
Division / Faculty
Faculty of Business & Law

External supervisors

  • Dr Kathleen Chell, Australian Red Cross Lifeblood


In Australia, whole blood can be donated every three months, while plasma can be donated as often as every 2 weeks yet fewer than 60% of new donors return to donate, and of those who return, 50% of donors give fewer than three plasma donations per year.

Encouraging existing blood donors to donate more frequently is a key objective for Australian Red Cross Lifeblood, as repeat donations are safer and more cost-effective than the recruitment of new donors. Utilising non-cash incentives as part of a Donor Loyalty Program is one strategic opportunity to help achieve this objective.

However, existing academic and industry research on loyalty schemes has predominantly focused on commercial reward programs (e.g. airlines, financial institutions, hotels). There is limited to no research on the use of loyalty programs to encourage pro-social behaviours like blood donation despite this strategy being commonly used by blood collection agencies in the United State.

We would therefore like the successful VRES student to conduct a literature review to:

  1. summarise characteristics of established donor loyalty programs for pro-social/ donation behaviours
  2. synthesise existing research insights on loyalty reward programs that could translate to a blood donation context
  3. identify research gaps that could be addressed by Lifeblood trialing loyalty program concepts to increase donor return and donation frequency.

Research activities

Research activities during this project may include a literature review.

This project is expected to run for 12 hours a week, for 10 weeks.

Skills and experience

This project would suit a student interested in completing an Honours or Masters degree on a similar research topic.


Please contact the Graduate Research Centre at for further information on the Vacation Research Experience Scheme.