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    Integrating socio-cultural paradigms in nonprofit marketing-the case of blood donation among African communities in Australia

    Access Status
    Fulltext not available
    Authors
    Polonsky, M.
    Renzaho, A.
    Brijnath, Bianca
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Polonsky, M. and Renzaho, A. and Brijnath, B. 2010. Integrating socio-cultural paradigms in nonprofit marketing-the case of blood donation among African communities in Australia. International Review on Public and Nonprofit Marketing. 7 (2): pp. 101-112.
    Source Title
    International Review on Public and Nonprofit Marketing
    DOI
    10.1007/s12208-010-0054-5
    ISSN
    1865-1984
    School
    School of Occupational Therapy and Social Work
    URI
    http://hdl.handle.net/20.500.11937/15690
    Collection
    • Curtin Research Publications
    Abstract

    This paper examines how nonprofit marketers need to integrate socio-cultural factors when targeting minorities, using blood donation issues among African communities in Australia as an example. We start with an overview of the significance of African communities to Australia. Then blood donation patterns among migrant populations are discussed as well as the cultural beliefs about blood in the African continent and the intergenerational complexities that can arise between older and younger migrant donors. Marketing intervention models that seek to increase blood donation need to consider two factors: (1) geographical and generational cultural differences, that is, in relation to home and host country beliefs; and (2) intergenerational (young people vs. parents) differences in and attitudes to blood donation, especially when young people adopt the values of the host country faster than older migrants. Accounting for these cultural differences will enable non-profit and social services to develop culturally-competent marketing strategies to better meet the needs of different migrant communities. © 2010 Springer-Verlag.

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