You've got mail! An examination of a statewide direct-mail marketing campaign to promote deceased organ donor registrations.
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.


CONCLUSIONS
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.
Department of Communication, College of Medicine, University of Illinois at Urbana-Champaign, Urbana, IL, USA.
Brian L
BL
Quick
Department of Communication, University of Illinois at Urbana-Champaign, Urbana, IL, USA.
Nicole R
NR
LaVoie
School of Communication Studies, Miami University, Coral Gables, FL, USA.
Susan E
SE
Morgan
Eversight, Ann Arbor, MI, USA.
Dave
D
Bosch
D000293:Adolescent; D000328:Adult; D006801:Humans; D007087:Illinois; D020407:Internet; D040541:Marketing; D016377:Organ Transplantation / Q000592:standards / Q000706:statistics & numerical data*; D011177:Postal Service; D012042:Registries; D014019:Tissue Donors / Q000600:supply & distribution*; D009927:Tissue and Organ Procurement / Q000458:organization & administration*; D014850:Waiting Lists
campaign; marketing; organ donation; organ donation registry; transplantation