Kathleen works in the Donor Research team to better understand how we can optimise Lifeblood’s donor panel. Having completed her PhD from the Queensland University of Technology in 2016, Kathleen brings a social marketing perspective to investigate new ways to recruit and retain blood donors, as well as foster donor advocacy.
She has also lectured and taught in Marketing at several universities. As a blood donor and researcher for Lifeblood, Kathleen loves being able to contribute in different ways toward a safe and sufficient blood supply for the Australian community.
Awards
- Best Overall Paper at the Australian & New Zealand Marketing Academy Conference (2024)
- Fellow of the Higher Education Academy (2020)
- ISBT Harold Gunson Fellowship (2020)
Key publications
An Australian trial on the effectiveness of a discount reward to increase plasma donor retention and frequency of donation.
2021
Vox Sanguinis
16:188-195
A typology of strategies that recognize, reward, and incentivize blood donation.
2022
Transfusion
62(10): 2077–2085
Understanding Contextual Determinants of Likely Online Advocacy by Millennial Donors
2023
Nonprofit and Voluntary Sector Quarterly
53(2), 321-347
Using competition for plasma donor recruitment and retention: An Australian university case study.
2023
Vox Sanguinis
119: 155–165
Word-of-mouth among blood service employees who also donate blood: a qualitative investigation of advantages and challenges for dual-role donors
2024
BMC Health Services Research
24(1):736
Dr Kathleen Chell articles
