Lead The Match - Final Report 5-10-16

Lead the Match
Final Research Report
Prepared for:
BeTheMatch.com
May 10, 2016
Ligia Aguilar
Tamara Cuevas
Duy Do
Jesus Gutierrez
Eric Jacobsen
Elizabeth Lawrence
Moncerratt Mejia
Danielle Mirand
Francesco Vallefuoco

ii
Executive Summary
Be The Match is a non-profit organization that helps thousands of patients with leukemia or
lymphoma in need of a bone marrow transplant. The organization is striving to increase their
presence on college campuses and increase the amount of healthy, diverse donors in the national
bone marrow registry. In order to discover the most effective way to reach, connect, and engage
with college students at California State University, Fullerton, we conducted quantitative,
qualitative, and secondary research. This research allowed us to answer our research objectives
provided below:
1. Are students aware of non-family marrow donation? Be The Match?
2. How likely are individual students to sign up for the Be The Match registry?
3. What are some reasons that students would or would not sign up for the registry/offer to
donate marrow?
4. What kinds of appeals are most effective in getting students to donate (i.e., fear, happy
sad, humor, etc.)?
5. What type of content is most effective in getting students to sign up (survivor stories,
donation stories, etc.)?
6. Through which media vehicles can Be The Match most effectively reach students (i.e.,
social media, search, etc.)?
7. Which students are most likely to sign up for the registry? This includes a profile of
students.
8. How do student organizations choose their philanthropic causes?
9. How interested are student organizations in working with Be The Match? Why would
they partner? Why would they not partner?
Quantitative research was conducted by administering a questionnaire to a sample of 470 college
and university students. Analysis of the data was conducted with SPSS software.
Qualitative research was conducted by administering personal interviews with a sample of 10
California State University, Fullerton student club leaders.
Based on our research, we made several key findings listed below:
1. Be The Match has a 9.8% of awareness amongst college students. About 50% of students
that are aware of Be The Match, have heard about it first from friends and family
members.
2. About 11.5% of respondents showed strong interest in signing up and becoming a donor.
3. The primary reason college students would want to donate bone marrow is to make a
family happy while easing suffering. Roughly 63% of respondents agreed this is a highly
motivating reason to donate.
4. Pain is the primary reason why respondents felt discouraged to donate. About 67% of
respondents agreed that pain is the number one reason they wouldn’t want to donate bone
marrow.
5. Student-run organizations select philanthropic organizations based on tradition, level of
impact and participation, and convenience to participate.
6. Student-run organizations are interested in working with Be The Match based on their
own intrinsic motivation. However, student organizations may not be able to partner
because, for many clubs, approval is required before any partnerships can be established.

iii
Based on our all of our data we have concluded that the most effective way to reach, connect,
and engage with California State University, Fullerton students is by educating the student
population, increasing brand awareness, and building a strong presence on campus. In order to
educate students and dispel misconceptions, we recommend Be The Match create educational
advertisements and videos about the process of being a donor. Furthermore, to increase Be The
Match brand awareness, we recommend implementing mass advertising and new social media
strategies for Instagram, Twitter, and Facebook to better target college students. Lastly, we
recommend Be The Match establish their own student run organization at California State
University, Fullerton, while also partnering with established student run organizations. This will
allow Be The Match to personally connect with a large majority of students, while also hosting
many on campus events to increase the number healthy, diverse donors. Altogether, we believe
our findings and key recommendations will aid Be The Match in establishing a strong presence
at California State University, Fullerton and other colleges and universities.

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Table of Contents
Introduction & Marketing Problem 1
Research Objectives 2
Methodology 3
Sample 4
Detailed Findings 5
Conclusion 33
Recommendations 34
Appendix A, Research Proposal 36
Appendix B, Quantitative Questionnaire 38
Appendix C, Qualitative Questionnaire 47

1
Introduction
Be The Match is a bone marrow registry that is operated by the National Bone Marrow
Organization in the United States. They have been battling different types of blood cancer for
over 30 years. Their journey began in 1986 in Minneapolis, Minnesota, registering donor
information on simple index cards; thirty years later they have become one of the most
innovative and functional bone marrow registry systems available today. Their registry currently
holds over 12.5 million registered donors worldwide.
Finding an ideal match for a patient is a complex process. About 70% of patients that need a
bone marrow transplant do not have a donor match within the family and must look outside to
find it. The quest for an ideal match becomes more complicated when factors such as age, health,
race, and ancestry come into play. Currently, their registry is about 61% Caucasian, 10%
Hispanic/ Latino, 6% African American and Asian, and 4% multiple races. As the population
becomes more diverse, Be The Match needs to effectively target young healthy minorities and
increase the diversification of their registry.
College campuses are the ideal donor market for Be The Match. They hold the three major
characteristics they look for in high quality donors (young, healthy and a diverse population).
Thus, the organization would like to understand student awareness and reaction to Be the Match,
the types of communications that appeal most to individual students, as well as learning the
willingness of student organization to partner with Be The Match.
Marketing Problem
Be The Match is lacking donor diversity in its registry and needs to increase the amount of high
quality donors; one way to do so is to increase the amount of college student participants in their
registry. In order to do so, they need to understand the willingness of individual students to join
the registry as well as the readiness of student organizations to partner with them.

2
Research Objectives
donate marrow?
sad, humor, etc.)?
students.

3
Methodology
As some of this research is available through library databases, Secondary Research was
accessed to answer Research Objectives 4 & 6. For Objective 4, past research on advertising
appeals was accessed as well to give a well-rounded response. For Objective 6, databases like
MRI Plus were researched.
Qualitative Research was used for two purposes:
1-For several of the quantitative objectives, qualitative research was necessary to understand the
universe of possible answers; thus qualitative research was required for Objectives 3 (Depends
on what materials are used). Forty students were asked on reasons they would or would not join a
registry.
2-In understanding how student organizations choose philanthropic partners and whether they
are open or not to partner with Be The Match required in-depth one-on-one interviews with
student organization decision-makers; thus qualitative research was used for Research Objectives
8 and 9. A questionnaire was developed to address the objectives (Appendix A) and interviews
were set up with various organizations. For each question, researchers probed deeply to better
understand attitudes and behaviors. In analyzing the data, two coders worked independently on
developing categories that summarize the key themes uncovered for each objective.
As there was a need to quantify several of the objectives, Quantitative Research was
undertaken for Research Objectives 1, 2, 3, 5, and 7. To reach the target of college students, an
online questionnaire was developed and pretested (Appendix B). Data was analyzed using SPSS
software.

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Sample
Qualitative Research: For understanding a universe of answers, a small (40) convenient sample
of students was taken on CSUF campus. In understanding how student organizations choose their
philanthropic organization and their reaction to Be The Match, qualitative interviews were
conducted across 10 CSUF organizations.
1. Colleges Against Cancer
2. Interfraternity Council
3. Panhellenic Council
4. American Marketing Association
5. Pi Sigma Epsilon
6. CSUF Volunteer Programs
7. South Pacific Islander Cultural Association
8. Alpha Delta Pi, Zeta Chapter
9. Future Business Leaders of America
10. Delta Sigma Pi
Quantitative Research: To conduct the quantitative research, we surveyed a convenient sample
of 470 college and university students. Efforts were made to capture the diverse nature of
students.
The research sample consisted of the following demographics:
 47% of the sampled respondents were 18-21 years old. 39% of respondents were 22-25
years old.
 47% of the sample was male and 52% of the sample was female
 30% of the sample was not religious, 27% were Roman Catholic and 16% were Christian.
 50% of the sample included business major students. The rest came from diverse
disciplines such as Communication, Humanities and Engineering.
 35% of the sample was White/Caucasian, 26% was Hispanic/Latino and 27% was
Asian/Pacific Islander and 9% were mixed.

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Detailed Findings
The Detailed Findings are organized by objective, with the relevant findings listed below each
objective.
Objective 1: Are students aware of non-family marrow donation? Be The Match?
The following tables indicate that college students are not too familiar with bone marrow
organizations. The National Marrow Donation Program (NMDP) has a higher awareness than Be
The Match (12.4% and 9.8% respectively). With regards to Be The Match’s top competitors
(Delete Blood Cancer and The Gift Of Life), we see that their level of awareness amongst
college students is also low. Only 3.4% of students are aware of Delete Blood Cancer and about
12.4% new about Gift of Life. All of these are much lower than other health non-profits like The
Mayo Clinic (30.9%) and City of Hope (31.8%). With regards to where students are hearing
about Be The Match, we see that about 50% of the students that had awareness about the
organization heard about it through friends and family first, followed by social groups (21.7%).
For NMDP, it is family and friends (31%) followed by advertising (31%). For other
organizations like Mayo Clinic, City of Hope or Delete Blood Cancer, it is always Advertising
which is the #1 source.
N Percent
Awareness Non Profit City of Hope 149 15.9% 31.8%
Be the Match 46 4.9% 9.8%
Red Cross 426 45.4% 90.8%
National Marrow Donation Program 58 6.2% 12.4%
The Mayo Clinic 145 15.5% 30.9%
Delete Blood Cancer 16 1.7% 3.4%
Gift of Life 58 6.2% 12.4%
Not aware of any 40 4.3% 8.5%
Total 938 100% 200%
Awareness Frequencies
Responses Percent of
Cases

6
Where did you FIRST hear about these non-profit organizations?-
Be The Match
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Family/Friends 23 4.9 50.0 50.0
Advertising (TV, Print,
Radio, Online)
8 1.7 17.4 67.4
Saw live activities by
this group
1 .2 2.2 69.6
Social Groups (club,
church, etc.)
10 2.1 21.7 91.3
Read in an article 1 .2 2.2 93.5
Other 3 .6 6.5 100.0
Total 46 9.8 100.0
Missing System 424 90.2
Total 470 100.0
Where did you FIRST hear about these non-profit organizations?-
National Marrow Donation Program
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Family/Friends 18 3.8 31.0 31.0
Advertising (TV, Print,
Radio, Online)
18 3.8 31.0 62.1
Saw live activities by
this group
4 .9 6.9 69.0
Social Groups (club,
church, etc.)
7 1.5 12.1 81.0
Read in an article 5 1.1 8.6 89.7
Other 6 1.3 10.3 100.0
Total 58 12.3 100.0
Missin
g
System
412 87.7
Total 470 100.0

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Objectives 2 & 7: How likely are individual students to sign up for the Be The Match
registry? Which students are most likely to sign up?
In question 5, we explained the need and process of signing up to donate bone marrow and asked
respondents their likelihood of signing up and joining a registry. On a 1-6 scale, the mean was
3.17. The following tables show a Likert scale (with 1 being less likely) where we measured
respondents’ likelihood of signing up. 11.5% of respondents showed strong interest in signing up
and becoming a donor, with 38.5% on the likely side of the scale (choosing 4, 5, or 6).
Likelihood of registering to become a donor
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Unlikely
(1)
77 16.4 16.4 16.4
(2) 94 20.0 20.0 36.4
(3) 118 25.1 25.1 61.5
(4) 87 18.5 18.5 80.0
(5) 40 8.5 8.5 88.5
Very Likely (6) 54 11.5 11.5 100.0
Total 470 100.0 100.0
We compared against different demographics and found no differences on:
Gender (p=.747)
Age (p=.600)
Ethnicity (p=.240)
Religion (p=.553)
Major (p=.090)
Marital Status (p=.302)
We did find a significant difference across GPA. Those with a higher GPA were more likely to
join the registry (p=.007). While 1.9 and higher is also high, there were only 6 participants in that
cell.
N Mean
2.0 to 2.4 29 2.59
2.5 to 2.9 110 3.08
3.0 to 3.4 200 3.11
3.5 to 4.0 125 3.42
Total 470 3.17
GPA Frequency

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Objective 3: What are some reasons that students would or would not sign up for the
registry/offer to donate marrow?
The tables below exhibit the level of agreement that students have on the following reasons for
donating and not donating bone marrow. The primary reason college students would want to
donate bone marrow is to make a family happy and to ease their suffering. Based on the data
below, this reason has the highest mean of 4.72 and roughly 63% (Scale points 5 and 6) of
respondents agreed this is a highly motivating reason to donate. On the other hand, the least
motivating factor for students to donate bone marrow is faith. From the table we see that with a
mean of only 2.98, only about 17% (Scale points 5 and 6) of respondents agree with this
statement and 45% (Scale points 1 and 2) disagree.
Next, we looked to see if the rating of the reasons to donate varied across those who would join
the registry versus those who would not join the registry. The differences were significant
(p=.000) across every single reason.
N Mean
Strongly
Disagree
Disagree
Somewhat
Disagree
Somewhat
Agree
Agree
Strongly
Agree
Total
Percentage
Donate-I want to help people
by donating bone marrow
470 4.11 6% 7% 12% 35% 27% 13% 100%
Donate-I am motivated by my
faith to be a donor
470 2.98 23% 22% 13% 25% 12% 5% 100%
Donate-It is the right thing to
do
470 4.62 2% 4% 8% 28% 36% 24% 100%
Donate-I would donate to
make a family happy; ease
their suffering
470 4.72 2% 3% 6% 26% 36% 27% 100%
Donate-I would donate in the
hope that someone would
donate for me should the need
arise
470 4.5 2% 4% 10% 27% 37% 19% 100%
Donate-Becoming a bone
marrow donor would change
my life for the better
470 3.86 4% 8% 22% 39% 20% 8% 100%
Donate-It is an easy way to
make a big difference in
someone's life.
470 4.49 2% 5% 12% 26% 31% 23% 100%
Reasons for Donating Bone Marrow

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With regards to reasons why student would not donate, we see that the most discouraging factor
is the pain aspect with a mean of 4.84. 67% (Scale points 5 and 6) of respondents agreed that
donating bone marrow might be painful, thus discouraging people from joining the registry. On
the other hand, the least likely reason why students would not want to donate is the idea that
signing up might take too much time. With a mean of 3.18, we see that 16% of students agree
that signing up might take too much time. On that same note, it’s important to take into account
that roughly 52% of student took a neutral approach to this statement. This could mean that they
might not have sufficient knowledge on the subject.
unlikely to register 289 3.73
likely to register 181 4.71
Total 470 4.11
Total 470 2.98
Total 470 4.62
Total 470 4.72
Total 470 4.5
Total 470 3.86
Total 470 4.49
Donate-It is an easy way to make a
big difference in someone's life.
N Mean
Donate-I want to help people by
donating bone marrow
Donate-I am motivated by my faith to
be a donor
Donate-It is the right thing to do
Donate-I would donate to make a
family happy; ease their suffering
Donate-I would donate in the hope
that someone would donate for me
should the need arise
Donate-Becoming a bone marrow
donor would change my life for the
better

10
Next, we looked to see if the rating of the reasons to donate varied across those who would join
the registry versus those who would not join the registry. The differences were significant at .05
across every single reason.
N Mean
Strongly
Disagree Disagree
Somewhat
Disagree
Somewh
at Agree Agree
Strongly
Agree
Total
Percenta
ge
Not Donate-Bone marrow
donation might be painful 470 4.84 1% 2% 7% 23% 36% 31% 100%
Not Donate-I'm afraid of
hospitals, medical
procedures/ needles 470 3.91 9% 13% 14% 24% 24% 17% 100%
Not Donate-It would take
too much of my time to
sign up 470 3.18 8% 25% 27% 25% 11% 5% 100%
Not Donate-It might take
too much of my time to
donate 470 3.56 7% 17% 23% 28% 17% 8% 100%
Not Donate-I don't know
enough about the
procedure 470 4.71 2% 4% 8% 21% 37% 28% 100%
Not Donate-I'm concerned
about the risks 470 4.49 3% 7% 8% 26% 35% 22% 100%
Not Donate-I don't know
how much it will cost me 470 4.43 3% 6% 12% 22% 38% 19% 100%
Reasons For NOT Donating Bone Marrow

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Objective 4: What kinds of appeals are most effective in getting students to donate (i.e.,
fear, happy sad, humor, etc.)?
The most effective appeals that make people want to donate to a charitable organization, such as
Be The Match, are pride, empathy, values, and guilt. By looking at the three commercials that
were surveyed and researching top charitable appeals, including Patil V. Himmat, Kennett-
Hensel Kemp & J. Kees, these were the four appeals that were reoccurring. These four appeals
may be the most successful in gaining the attention of potential donors and generating awareness
for the life-saving cause. Reaching out using the listed appeals will ultimately lead to a greater
number of healthy, committed donors on the registry.
Pride
Pride is an emotion that is motivated by the individual. This ego-focused emotion accounts for a
person’s internal state and calls for individual awareness, experience and expression. Pride can
also be associated to certain types of cultures depending on the emotions that are discouraged in
a person’s culture. A collectivist culture will prefer being exposed to pride appeals that pay
recognition the individual. A charitable organization can use pride to associate to those that are
egocentric by promoting the individual donating a chance to elevate their status. Ways of doing
this that have been seen in other organizations are providing prizes, certificates or other forms of
appreciation for becoming a donor. Another way is by incorporating the word “you” in
advertisements, which increases the likelihood of donations because it meets the need of
elevating the individual’s ego (Aaker, 1998)1.
Empathy
Quite the opposite of pride, is empathy, which operates off of the consideration of others. It is an
other-focused emotion that soul concentration is another person(s). This emotion is important
because it gives the individual self-definition. Just as pride has a relationship with culture, the
same applies for empathy. In most individualistic cultures, people seem to have a higher
favorability towards empathetic appeals that are other-focused (1998). Advertisements that are
“other-referencing” call for the viewer to think of significant others including close friends and
family.
Values
Many of those that are religious tend to hold strong values such as honesty, generosity and
gratitude. These same people tend to value personal relationships and are more likely going to be
motivated by other-focused concerns include compassion and love. The same people that value
religion also may feel as if they need to fulfill a moral obligation to help a person in need
(Sarogiou, 2013)2. If they fail to be generous because moral standards tell them that they must be
giving, they will fall into guilt. Since people seek approval from others not only due to moral
obligation will they donate but they will also donate because they feel as if they are being
observed and that they may be judged if they do not donate. There is also a connection with the
1
Aaker, J., & Williams, P.(1998). Empathyversus pride: The influenceof emotional appeals across cultures.J CONSUM RESJournal of
Consumer Research, 25(3),241-261.doi:10.1086/209537
2
Saroglou, V. (2013). Religion, Spirituality, andAltruism. American Psychology Association, 1-20. RetrievedApril 15, 2016, from
http://www.ucl.be/cps/ucl/doc/psyreli/documents/2013.APAHdbk.pdf

12
perceived expectation to donate, if a person perceives that they must give a lot they will most
likely give more than if the perception to give is lower (Hauge, 2016)3. The same advertisements
for empathy could be applied to these persons to persuade them to be a donor.
Guilt
Guilt is highly discouraged because it is manipulative behaviors that can be directed back to the
organization and give it a negative implication. The extent to which a person has a natural
reaction to guilt will increase the likelihood that a person will donate. Empathy itself will lead to
“anticipated guilt” since a person is trying to bridge the gap between empathy and guilt by
donating (Basil, 2007)4. Those who are generous have the likelihood of trying to avoid guilt
because of disapproval that they will face.
Each commercial hits on one or two of these attributes. The “Solange Knowles Joins the Fight
Against Blood Cancer” commercial uses the guilt and pride appeal to persuade people to sign up
on the registry. The tone in Solange’s voice when she says certain phrases, such as “that is why
everyone needs to registers, I did it, you should do it, we all need to do it,” suggests that
everyone must do it. If a person does not register, then that is one person that could have saved a
life. Solange also says, “It is the smallest thing you will ever do for the biggest difference you
will ever make… but you can be the cure,” this brings about the pride appeal since it uses the
word “you” to appeal to the viewer and cause them to donate because it brings awareness to the
action and allows them to know what their donation can do to save a life (Solange, 2013)5.
In “Marrow donors talk about their donation experience”, the appeals are pride and values. This
commercial shows donors talking about registering and being chosen to save a life. The words
they are using through out the commercial are “you” and “I”. To appeal to the viewers’ pride,
“you” is used to show them that the viewer too can save a life and this brings about a sense of
awareness of what the viewers’ possible donation can do to save a life. The bone marrow donors
are also expressing their pride of being a cure by using the word “I” and their personal stories
related to joining the registry and being chosen to be a match for someone who needs it. This
commercial also shows the overlying value that each of these donors express, which is the
importance of life, which gives the donors a sense of purpose (Marrow, 2012)6.
Lastly, the video titled “match4lara Family Appeal in English (www.match4lara.com)” touches
on the empathy, values, and guilt appeal. The family talks about their daughter/sister, Lara, and
the challenges of being a family that needs a donor for their daughter/sister that is diagnosed with
an Acute Myeloid Leukemia (AML). The commercial appeals to empathy because the challenges
expressed about Lara can happen to anyone including the people the viewer may know. By
3 Hauge, K. E. (2016).Generosity andguilt: The roleof beliefs andmoral standards of others. Journal ofEconomicPsychology,54,35-43.
doi:10.1016/j.joep.2016.03.001
4
Basil D. Z., Ridgeway, N.M., & Basil, M.D. (2007). Guilt andgiving: A process model ofempathy andefficacy. PsychologyandMarkerting
Psychol. Marl., 25(1),1-23. doi:10.1002/mar.20200
5
Solange Knowles joins the fight against bloodcancer [Advertisement].(2013,March19). RetrievedApril 28, 2016, from
https://www.youtube.com/watch?v=5VsZiRrvt6A
6
Marrowdonors talkabout their donationexperience [Advertisement].(2012,December 19). RetrievedApril 28, 2016, from
https://www.youtube.com/watch?v=rGnpFLiD-vg

13
listening, a person may feel inclined to register and possibly donate so that if someone they knew
needed bone marrow they would not have the anticipated guilt of not donating and saving a life.
The value appeal that is expressed through this commercial is to save a life because it is the right
thing to do and it could happen to anyone, so one must donate to better the cause and potentially
save a life. There is a bit of a guilt factor since they express that there is simply not enough
donors on the registry, so they are unable to help Lara because they are not a match for her
(Match4lara, 2016)7.
Although these four appeals were chosen, the appeals that were in question were sympathy and
gender. In a comparison with empathy and sympathy, there was a greater pull towards empathy
since it is a more personal emotion and had far more evidence to support it. Gender supported
charitable claims but there was little explanation of how it could apply to Be The Match directly
since male or female, it does not matter which gender the donor donates to or vice versa. All of
the listed appeals are intertwined with one another. An appeal may begin with empathy and later
result in donations due to guilt or values, but result the same way. The strongest of the appeals
may be empathy since it can also be associated to an individual’s religious background, values
and cause a charitable response. Ultimately, the purpose of these appeals is to gain additional
healthy, committed donors on the registry. With this in mind, the appeals have been chosen in
hopes of leading Be The Match toward a path that reaches out to people successfully.
7
Match4larafamily appeal in English (www.match4lara.com) [Advertisement]. (2016, January7). RetrievedApril28,2016,from
https://www.youtube.com/watch?v=hgnFZjqQ8Cw

14
Objectives 5 & 7: What type of content is most effective in getting students to sign up
(survivor stories, donation stories, etc.)? Which students are more likely to sign up?
The student participants then saw one video of three: Donor Video (161 students), Family Video
(150 students) and the Solange Video (159 students) and asked again how likely they would be
to join the registry and donate. 12% of respondents are now very likely, with 57% on the likely
side, this compared to 11.5% and 38.5% respectively before they saw the videos.
After watching the video, how likely would you be to join a bone marrow registry to
donate bone m...
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Unlikely(1) 30 6.4 6.4 6.4
2 52 11.1 11.1 17.4
3 120 25.5 25.5 43.0
4 138 29.4 29.4 72.3
5 72 15.3 15.3 87.7
Very Likely (6) 58 12.3 12.3 100.0
Total 470 100.0 100.0
We compared against different demographics and found no differences across any variables
(even demographics):
Gender (p=.605)
Age (p=.627)
Ethnicity (p=.883)
Religion (p=.344)
Major (p=.134)
Marital Status (p=.788)
GPA (p=.323)
In testing for significant difference across the before-after condition, the likelihood of donating
was significantly higher after they saw the video (3.73 versus 3.17 on the 1-6 scale)
Comparing likelihood of registering before and after video

15
Next, we looked at the before after data for each video.
Before After
Very Unlikely 16.4 6.4
2 20 11.1
3 25.1 25.5
4 18.5 29.4
5 8.5 15.3
Very Likely 11.5 12.3

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The Donor Video – https://www.youtube.com/watch?v=rGnpFLiD-vg
After watching the donor video, 11.8% are very likely and 59% are on the likely side of the scale
(points 4, 5 and 6). In comparing before and after, there is an increase across points 4 and 5.
After watching the video, how likely would you be to join a bone
marrow registry to donate bone marrow?
Frequency Percent
Valid
Percent
Cumulativ
e Percent
Valid Very Unlikely (1) 11 6.8 6.8 6.8
2 16 9.9 9.9 16.8
3 39 24.2 24.2 41.0
4 47 29.2 29.2 70.2
5 29 18.0 18.0 88.2
Very Likely (6) 19 11.8 11.8 100.0
Total 161 100.0 100.0
Comparing likelihood of registering before and after among those
who saw the donor video
There was significant difference at .05 on the likelihood of joining the registry and donating
before and after they saw the video. On the likely to register scale, the before mean was 3.07 and
the after mean was 3.77.
Before After
Very Unlikely 16.8 6.8
2 23 9.9
3 26.1 24.2
4 16.8 29.2
5 5.6 18

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Next, we compared the reasons they would donate before and after. For most variables, the after
score was higher than the before score; however there was only significant difference for
variables 1(Help people) and 6 (Change my life for better). Thus this video increased the desire
to want to help people and to change your life for the better. Looking at the open-ended question,
respondents who saw this commercial noted that testimonials, helping people and ease of
donating were reasons that the video swayed them towards registering and donating.
Statement Before
video
After
video
Significant
(at .05)
1 I want to help people by donating bone
marrow
4.00 4.25 Yes
2 I am motivated by my faith to be a donor 3.11 3.25
3 It's the right thing to do 4.53 4.57
4 I would donate to make a family happy/Ease
suffering
4.65 4.61
5 I would donate in hope that someone would
donate for me
4.43 4.45
6 Becoming a marrow donor would change my
life for the better
3.83 4.14 Yes
7 It is an easy way to make a big difference in
someone's life
4.42 4.55

18
In studying reasons they would not donate, there was improvement across every attribute with all
variables being significant (.05). When asked what about the video made them less likely to join
the registry, the answers Nothing (37.7%), Side effects (24.6%) and Need more info (13.1%)
were largest.
Statement Before
video
After
video
Significant
(at .05)
1 Donation might be painful 4.68 3.65 Yes
2 Afraid of hospitals/needles 4.02 3.81 Yes
3 Take too much time to sign up 3.27 2.8 Yes
4 Take too much time to donate 3.54 3.2 Yes
5 I don't know enough about the procedure 4.63 3.74 Yes
6 I'm concerned about the risks 4.46 3.77 Yes
7 I don't know how much it will cost me 4.46 2.85 Yes

20
Family Video – https://www.youtube.com/watch?v=hgnFZjqQ8Cw
After watching the family video, 14.7% of respondents were very likely and 57.4% are on the
likely side of the scale (points 4, 5 and 6). In comparing before and after, there is an increase
across points 4, 5 and 6
After watching the video, how likely would you be to join a bone marrow registry
to donate bone marrow?
Frequency Percent
Valid
Percent
Cumulative
Percent
2 17 11.3 11.3 18.0
3 37 24.7 24.7 42.7
4 43 28.7 28.7 71.3
5 21 14.0 14.0 85.3
Very Likely (6) 22 14.7 14.7 100.0
Total 150 100.0 100.0
who saw the family video
There was significant difference (p=.000) before and after they saw the video. On the likely to
register scale, the before mean was 3.12 and the after mean was 3.76.
Before After
Very unlikely 18.7 6.7
2 17.3 11.3
3 26.7 24.7
4 18 28.7
5 9.3 14
Very Likely 10 14.7

21
In comparing the before-after ratings on the reasons they would donate, there was an increase
across all variables, with significant differences for variables 1 (I want to help), 2 (Motivated by
faith), 5 (Reciprocity), 6 (Change my life) and 7 (Make a difference in someone’s life). In the
open-ended question asking them, what made them more likely to donate, the main answers were
Helping others (27.7%), Emotional (16.9%) and Family-related (15.4%).
Statement Before
video
After
video
Significant
(at .05)
1 I want to help people by donating bone marrow 4.06 4.33 Yes
2 I am motivated by my faith to be a donor 2.93 3.09 Yes
4 I would donate to make a family happy/Ease suffering 4.79 4.88
5 I would donate in hope that someone would donate for
me
4.57 4.71 Yes
6 Becoming a marrow donor would change my life for
the better
3.95 4.17 Yes
someone's life
4.52 4.75 Yes

22
After watching the family video, in looking at reasons they would not donate, every criterion
went down with significant difference across every variable except variable 2 (I’m afraid of
hospitals/needles). In looking at the open-ended questions about reasons they would not join the
registry, 62.5% said “Nothing”.
Statement Before
video
After
video
Significant
(at .05)
2 Afraid of hospitals/needles 3.55 3.38

24
Solange Video – https://www.youtube.com/watch?v=5VsZiRrvt6A
After watching the Solange video, 10.7% of respondents were very likely and 54.7% are on the
likely side of the scale (points 4, 5 and 6). In comparing before and after, there is an increase
across points 4 and 5. The mean likelihood of joining the registry and donating increased from
3.33 to 3.67, which was a significant difference at .05.
After watching the video, how likely would you be to join a bone marrow
registry to donate bone marrow?
Frequency Percent
Valid
Percent
Cumulative
Percent
2 19 11.9 11.9 17.6
3 44 27.7 27.7 45.3
4 48 30.2 30.2 75.5
5 22 13.8 13.8 89.3
Very Likely (6) 17 10.7 10.7 100.0
Total 159 100.0 100.0
who saw the Solange video
Before After
Very unlikely 13.8 5.7
2 19.5 11.9
3 22.6 27.7
4 20.8 30.2
5 10.7 13.8

25
Next, we compared the reasons they would donate before and after. There was very little
movement and the only significant change was for variable 6 (Would change my life). Thus this
video increased the desire to want to join and donate to change your life for the better. Looking
at the open-ended question, respondents who saw this commercial noted that they wanted to
donate more because the video convinced them to help people and it provided needed info.
Statement Before
video
After
video
Significant
(at .05)
1 I want to help people by donating bone marrow 4.26 4.34
2 I am motivated by my faith to be a donor 2.90 3.14
4 I would donate to make a family happy/Ease suffering 4.72 4.73
5 I would donate in hope that someone would donate for
me
4.50 4.48
6 Becoming a marrow donor would change my life for
the better
3.82 4.07 Yes
someone's life
4.53 4.67
After watching the Solange video, in looking at reasons they would not donate, every variable
went down with significant difference across every variable except variable 2 (Afraid of
hospitals/Needles). In looking at the open-ended questions about reasons they would not join the
registry, 51.2% said nothing, followed by 20.9% who said they need more info.

26
Statement Before
video
After
video
Significant
(at .05)
2 Afraid of hospitals/needles 3.92 3.85
All three videos were effective in moving potential donors up on the likelihood to register and
donate. They were also all effective in negating some of the reasons people would not donate.
The Donor Video made people want to donate to help others and change their life. In particular,
the testimonials and ways to help people convinced respondents. The video did raise concerns
about side effects. The Family video was the most effective as it increased the scores across the
board on reasons people would join the registry, invoked emotion and did not raise any concerns
on not donating. The Solange video was the least effective. While it increased the likelihood of
donating, it was not effective in creating changes in why respondents would donate. While it did
not raise many new concerns, respondents who saw the video needed more info.

27
Objective 6: Through which media vehicles can Be The Match most effectively reach
students (i.e., social media, search, etc.)?
Students have been active on social media since the advent of internet. However, as we push
further into the future with social media and smartphones we are seeing an influx of new social
media platforms that are designed to reach the millennial market. Hundreds of social media apps
and websites saturate the market making it harder to reach their prime user. Be The Match can
grab a great share of their audience by being vigilant and very active on social media while
engaging in Email marketing through Newsletters.
Social Media
According to Statista.com, reaching college and university students is a getting more and more
difficult. Then again studies find that Instagram, Twitter and Facebook are the leading platforms
for reaching the potential college students. As you can see below, Instagram has become a strong
front on which the “share of respondents” or interaction has raised from 10% in 2012 of the top
10 social media apps to nearly 33% in 2015. Twitter sits at about 20% in 2015 while Facebook
sits at 15%. I would also suggest that Instagram is a very visually appealing app with strong
graphics. This would be a very easy and cost friendly way to grab the appropriate audience.
Snapchat is an up and coming channel with up to 35 of all teens on it and higher among older
teens.
Social media is an active challenge that requires dedication. By following the guidelines
illustrated by top schools such as Texas A&M and Harvard, who have very prominent social
media followings the guidelines are simple.
Engage
 The top ran social media accounts are very engaging and respond to both negative and
positive messages on a daily basis.
Timing is key
 Being self-aware on the best times to post will help you overcome the competitors.
Balance your content
 Constant content on the same topic will dull your audience. Show that you care and are
not a “robot”. Interact with everyday events and holidays.
Make it compelling
 Nothing drives the millennial generation more than a compelling story that demonstrates
how you are active within their community to show that you care.
Email Marketing
While many companies are flocking to social media, make sure to not disregard Newsletters and
Email Marketing. Studies show that 90% of Millennials use the web to send and receive email.
This is the largest and cheapest way to grab your potential donors with a way that Millennials
crave and respond very well to; one on one interaction. Furthermore, with this being a personal
segment that needs interaction, buying a list of emails is not permitted. Though it may take time,
you will see that building an e-mail list will be beneficial in the long run. Using websites such as

28
Constant Contact or Vertical Response would be great for this as they give 20% discounts to
nonprofit organizations and give consultation on how you can improve your e-mail campaigns.
Cable Television
Using recent MRI data collected in 2014, it is also very apparent that many college students
between the ages of 18-24 spend much time watching television. Of the data, out 0f 237,000
students 55% identified as females while the other 45% were male. The heaviest skewed
minority groups were 20% African American, 20% mixed/other, 17% of Spanish descent and 6%
Asian descent.
Of the viewers 18-24 who watch television, they are 18% more likely to watch videos on
demand then be registered to dish satellite. They are 11% more likely than the average user to
view digital cable and 8% more likely to view cable.
If running a television advertisement, these may be channels to show your commercial on as they
are ranked from highest to lowest among 18-24 viewers within the minority setting.
1. Adult Swim
2. MTV2
3. Teen Nick
4. TBS
5. BET
Magazines
Online magazines are becoming more and more popular as teens are dropping the paper bound
magazines and going for a more economically friendly and easy access with their phones and
iPads. Here below is a compiled list showing the top five magazines within the target
demographic range:
1. Game Informer
2. MacWorld
3. Cosmopolitan
4. Muscle and Fitness
5. Inc.

29
Objective 7: Which students are most likely to sign up for the registry? This includes a
profile of students.
We’ve incorporated the data of this objective into objectives 5 and 2.

30
Objective 8: How do student organizations choose their philanthropic causes?
There are three main reasons that encourage student organizations to partner with a philanthropic
organization; personal connection, level of impact students can make, and convenience to
participate.
Most of the organizations that focus on a cause have been doing so for many years. It has
become a tradition for organizations like Alpha Delta Pi, Zeta Chapter. Maddie Churchward,
president of Alpha Delta Pi, stated “Our sorority has been involved with Ronald McDonald
House since the sorority was founded and [we have been involved with] Camp Titan for 34
years.” Furthermore, the club partnerships began because there was/is a member in the student
organization that has been personally affected by the cause. For student organizations that do not
commit to one specific cause, a personal referral greatly influences the causes that will be
supported next. Jonathon Tolentino, president of Pi Sigma Epsilon, stated that, “PSE has just
established a connection with Alzheimer’s Association because it is not well supported on
campus and [a member of PSE] recommended [PSE] get involved.” This demonstrates the power
of personal recommendations and the importance of connections. The personal aspect can also
come from aligning the values of the student organization to those of the philanthropic cause.
These values can include education, selflessness, altruism, and giving back to the local
community.
It is important for students to be aware of the impact, globally and locally, they can make if they
choose to participate. Seeing the effect on a small and large scale motivates students and their
organizations to continue partnering with the philanthropic organization. The impact can be
measured in the number of lives that are positively affected by philanthropic organization, for
example the amount of people that can be saved by donations. From the local aspect, if student
organizations witness the results first hand, they feel more connected to the cause and are more
likely to continue the partnership.
The level of convenience to participate also greatly affects the success of adopting a cause for the
club. College students do not have much time to spare outside class, work, and community
activities. To combat this, it is important for philanthropic organizations to have a passionate
liaison between the students and the philanthropic organization. This liaison will be able to
convey the message of urgency and ease to contribute to philanthropic cause. As Vanessa
Acevedo, project director CSUF Volunteer Programs, stated, “Find a project director that is
passionate and puts in the time to recruit, promote, and get volunteers. [The effort] has to
come… from them. The experience of volunteering instills something [in] your heart that enables
you to keep volunteering.” An open line of communication between the student organizations
and Be The Match will further aid with planning, advertising, and recruiting volunteers. The key
is to emphasize how easy it will be for members of their organization to participate and how their
participation will greatly help others.
The motivation behind committing to a cause is a combination of the connection between the
students and the cause, the level of impact that would result from participating, and the
convenience to participate.

31
Objective 9: How interested are student organizations in working with Be The Match?
Why would they partner? Why would they not partner?
Student organizations are very interested in working with Be The Match. Every organization we
spoke to expressed interest in partnering and working with Be The Match. Many are enthusiastic
and want to begin working with Be The Match immediately, including Interfraternity Council,
Colleges Against Cancer, and Panhellenic Panel. Specifically, Niko Elvambuena, president of
IFC and a member of Pi Kappa Alpha, stated, “There are a lot of people that would be close to
the cause. I know personally my fraternity, Pi Kappa Alpha, our philanthropy raises money for
blood cancer research and [Be The Match] really matches up with our values and the things we
try to raise money for.” They are interested in being able to become involved in the local
community as well as on a national scale.
Student clubs and organizations want to partner with Be The Match because they genuinely want
to help people. They have high intrinsic motivation. Many student leaders expressed that they
enjoy seeing how their contributions impact the lives of those in need. According to Samantha
Magdaleno, president of Colleges Against Cancer, “[Our members] are motivated by being able
to see how much they are helping families fight these diseases [and improve] peoples lives.” In
addition, Cassie Base, president Panhellenic and member of Alpha Chi Omega, stated, “ I
personally would like to bring this up to [Panhellenic Executive Board]. What draws me to [this]
is saving people’s lives. It would be a really rewarding experience making such a huge impact on
someone’s life.” Furthermore, they are also interested in some additional benefits including co-
sponsoring events with Be The Match, Be The Match promo items, and professional
development opportunities. Primarily, sororities and fraternities are interested in co-sponsored
events. Some of the other organizations requested promo items such as Be The Match shirts as
well as food at events and fundraisers. The business student clubs were interested in professional
development opportunities such as projects or opportunities that members can include on their
resume. Kevin Chen, president of American Marketing Association, stated, “our students are
really interested in career opportunities [to include on their resume] and the second you
[mention] hiring, ears kind of perk up.” However, all the organizations indicated that these
would be great secondary benefits but their primary motivation is to help people fighting
leukemia and lymphoma.
As previously mentioned, most clubs and organizations are excited about working with Be The
Match. However, there are a few reasons that they may not partner with Be The Match. First,
many organizations have a hierarchy and working with a new organization would require
specific approvals from those above them. Most will need to get approval from the club advisor,
executive board, or community service board before the organization is able to commit to any
partnership or event. As Maddie Churchwood stated, “I am interested in working with Be The
Match, but it is not up to me, it is [a decision that] the Executive Board [will have to make].”
Another concern for student organizations was scheduling and timing. The students are
committed to the club and are excited about the opportunity to work with Be The Match but
being able to have some input into scheduling of events that works best for their members was
important.
Overall, student clubs and organizations are enthusiastic about the opportunity to work with Be
The Match in order to help the organization and the patients suffering with leukemia and

32
lymphoma. The clubs have only a few concerns and requirements that need to be addressed
before moving forward with the partnership.

33
Conclusion
Over several weeks, we have collected quantitative, qualitative and secondary data to understand
the most effective ways to reach, connect, and engage with college students in order to increase
the number of young, healthy, diverse donors on the National Bone Marrow Registry through Be
The Match.
Awareness: Compared to other non-profit health-oriented organization, Be the Match and the
National Marrow Donation Program have low awareness (9.8% and 12.4% respectively).
Respondents know about Be The Match through family/friends (50%) and social groups
(21.7%). For the National Marrow Donation Program, it is family/friends (31%) and advertising
(31%). For other well-known organizations like, Red Cross, the number one source of awareness
is advertising.
Participation & Target: Before they saw advertising materials, 38.5% of students were on the
likely side to register and donate. There was no significant difference across gender, age,
ethnicity, religion, major and marital status. There is some evidence that those with a higher
GPA are more likely to donate. The main reasons students would register to donate is to help
people, it is the right thing to do and it would make a difference in someone’s life. The main
reasons they would not donate would be pain, lack of information about the procedure and
concern about risks.
Student-run organizations constitute a valid target and partner. They select philanthropic
organizations based on tradition, level of impact and participation, and convenience to
participate. Student run organizations are interested in working with Be The Match based on
their own intrinsic motivation. However, student organizations may not be able to partner
because, for many clubs, a lengthy approval process is required before any partnerships can be
established.
Ad Appeals: All ads were effective in getting a greater percentage of students to sign up (57%
likely after versus 38.5% before). Thus more information helps, in any form. There was no
significant difference across any of the demographic variables – even GPA. All three videos
were effective in moving potential donors up on the likelihood to register and donate. They were
also all effective in negating some of the reasons people would not donate. The Donor Video
made people want to donate to help others and change their life. In particular, the testimonials
and ways to help people convinced respondents. The video did raise concerns about side effects.
The Family Video was the most effective as it increased the scores across the board on reasons
people would join the registry, evoked emotion and did not raise any concerns on not donating.
The Solange video was the least effective. While it increased the likelihood of donating, it was
not effective in creating changes in why respondents would donate. While it did not raise many
new concerns, respondents who saw the video needed more info. This corresponds with
secondary data which shows that empathy appeals through testimonials may be most effective.

34
Recommendations
To help Be The Match establish and build a presence at California State University, Fullerton
(and other colleges and universities) and increase the awareness and recruitment among college
students, Team 1 is recommending Be The Match implement some or all of the following
strategies:
a) Awareness recommendations
As word-of mouth is important, to increase awareness, it’s important that they focus
efforts on community involvement and community awareness and use media vehicles
such as Instagram, Twitter and Facebook to increase reach and awareness among the
target demographic. Furthermore, Be The Match should also focus on educating the
community about the process of being a bone marrow donor to dispel all the
misconceptions many people have. If possible, an ad campaign can also be launched to
increase the positive aspects of donation and decrease the negative aspects.
b) Target recommendations (Individual students and for Student groups)
The research didn’t point out to a specific demographic that would be more likely to sign-
up and donate. Be The March should develop a marketing plan that reaches college
students.
To get students involved with the organization, Be The Match should start their own on-
campus club with students who are already aware of Be The Match. They should seek the
students that already value the impact donating can have on patients and families. Since
these students might have some previous knowledge and experience on the organization
and the bone marrow donation process, they will be more effective in establishing a
presence on campus. They will also be able to adequately educate the student population
on the process of donating. Recruitment should include mass advertisement to all
students to find those specific passionate students. Be The Match student leaders should
be effective communicators to overcome preexisting misconception about bone marrow
donation. In the medium to long-term, Be The Match should create relationships with
established student organizations on campus to increase their reach within the college
community.
c) Appeal recommendations
To increase the number of students interested in signing up for the registry, Be The
Match should create videos that educate viewers on how the procedure can change your
life and that of the donor, how it’s the right thing to do, and counteract the negatives,
such as lack of pain of being a donor. In addition, the videos should focus on the impact
donors can have on families of the recipients. This corresponds with data showing that to
effectively appeal to college students, Be The Match should use empathy appeals.

35
Helping others is the greatest motivator for participants because they are moved by
compassion and concern for others. This was reinforced through the video results.
d) Media recommendations.
Be The Match should use traditional advertising (television, radio, and print) to reach a
large audience in an efficient and effective way and to increase brand recognition and
awareness.
Be The Match should also use digital media, like Instagram, Twitter, and Facebook to
increase awareness and reach among college students because these are the most popular
platforms among students and this is a form of free advertising, requiring little to no cost.
a. Instagram: Focus on user generated content and powerful images to motivate
people to donate.
b. Twitter: Focus on current events, such as specific campaigns and engagement for
events and patient stories.
c. Facebook: Focus on brand awareness and presence.
Facebook ads can also be used to target potential donors with mixed ancestry. Snapchat is
a newer outlet that can be used to focus on information that is useful in the moment, such
as selfies of people searching for donors.

36
Appendix A: Research Proposal
Lead The Match
Background
Be The Match is a bone marrow registry that is operated by the National Bone Marrow
Organization in the United States. They have been battling different types of blood cancer for
over 30 years. Their journey began in 1986 in Minneapolis, Minnesota, registering donor
information on simple index cards; thirty years later they’ve become one of the most innovative
and functional bone marrow registry systems available today. Their registry currently holds over
12.5 million registered donors worldwide.
Finding an ideal match for a patient is a complex process. About 70% of patients that need a
bone marrow transplant do not have a donor match within the family and must look outside to
find it. The quest for an ideal match becomes more complicated when factors such as age, health,
race, and ancestry come into play. Currently, their registry is about 61% Caucasian, 10%
Hispanic/ Latino, 6% African American and Asian, and 4% multiple races. As the population
becomes more diverse, Be The Match needs to effectively target young healthy minorities and
increase the diversification of their registry.
College campuses are the ideal donor market for Be The Match. They hold the three major
characteristics they look for in high quality donors (young, healthy and a diverse population).
Thus, the organization would like to understand student awareness and reaction to Be the Match,
the types of communications that appeal most to individual students, as well as learning the
willingness of student organization to partner with Be The Match.
Marketing Problem
Be The Match is lacking donor diversity in its registry and needs to increase the amount of high
quality donors; one way to do so is to increase the amount of college student participants in their
registry. In order to do so, they need to understand the willingness of individual students to join
the registry as well as the readiness of student organizations to partner with them.
ResearchObjective
donate marrow?
sad, humor, etc.)?
students.

37
Methodology
As some of this research is available through library databases, Secondary Research will be
consulted to answer Research Objectives 4 & 6. For Objective 4, past research on advertising
appeals will be consulted. For Objective 6, databases like MRI Plus will be researched.
Qualitative Research will be used for 7 Research Objectives:
1-For several of the quantitative objectives, qualitative research may be necessary to understand
the universe of possible answers; thus qualitative research may be required for Objectives 3 and
5 (Depends on what materials are used).
2-In understanding how student organizations choose philanthropic partners and whether they
are open or not to partner with Be The Match requires in-depth one-on-one interviews with
student organization decision-makers; thus qualitative research will be used for Research
Objectives 8 and 9.
As there is a need to quantify several of the objectives, quantitative research will be undertaken
for Research Objectives 1, 2, 3, 5, and 7.
Sample
Qualitative Research: For understanding a universe of answers, a small (40-60) convenience
sample of students will be taken on CSUF campus. In understanding how student organizations
choose their philanthropic organization and their reaction to Be The Match, qualitative
interviews will be conducted across 10 CSUF organizations.
Quantitative Research: To conduct the quantitative research, we will undertake a survey with a
convenience sample of 250 Cal State Fullerton students. Efforts will be made to capture the
diverse nature of the students on the CSUF campus.
Schedule (Week of)
2/22: Final Proposal
3/7: Final Questionnaire
3/21-4/4 Data Collection
5/9 Final Presentation & Report

38
Appendix B: Quantitative Questionnaire
Lead The Match - Final 4/5/16
Screener Are you currently a student at a College or University?
 Yes
 No
If No Is Selected,ThenSkipToEndof Survey
Q1 Do you regularly support (with money or time) any charities or nonprofit organizations?
 Yes
 No
Q2 Are you aware of any of the following non-profit organizations? (Please check all that apply)
 Cityof Hope
 Be The Match
 RedCross
 National MarrowDonationProgram
 The Mayo Clinic
 Delete BloodCancer
 Giftof Life
 No.I am not aware of any of the above organizations.
If No. I am notaware of any o...Is Selected,ThenSkiptoBe The Match, operatedbythe National...
Q3 Where did you FIRST hear about these non-profit organizations?
If Other IsNot Selected,ThenSkipToBe The Match, operatedbythe Nationa...

39
Q4 For each choice below, you indicated that you heard of it from another source. If you recall
the other source, please click on the choice and fill in where you first heard of them.
If Where didyou FIRSThear aboutthese non-profitorganizations?Cityof Hope - OtherIs Selected
 Cityof Hope ____________________
If Be The Match - OtherIs Selected
 Be the Match ____________________
If Where didyou FIRSThear aboutthese non-profitorganizations?National Marrow DonationProgram -
OtherIs Selected
 National MarrowDonationProgram____________________
If Where didyou FIRSThear aboutthese non-profitorganizations?RedCross - OtherIs Selected
 RedCross ____________________
If Where didyou FIRSThear aboutthese non-profitorganizations?The MayoClinic- OtherIs Selected
 Mayo Clinic____________________
If Delete BloodCancer- OtherIsSelected
 Delete BloodCancer____________________
If Giftof Life - OtherIs Selected
 Giftof Life ___________________
Q5 For more than 15,000 blood disease patients each year, marrow transplant is their best or
only chance for a cure. Be The Match, operated by the National Marrow Donor Program,
connects these patients with their life-saving marrow donor. Anyone between the ages of 18-44
who is in good health and committed to donating to a patient in need is encouraged to register
as a marrow donor. Joining is simple and takes less than 10 minutes – all you need to do is fill
out a form and swab your cheek. Once you join, you stay on the registry until you are 61 and
are called to donate only if you are the best match for a patient. Donation is easier than most
people realize and has the potential to have a profound impact on both donor and
patient. How likely would you be to join a bone marrow registry to donate to a patient?
Very
Unlikely (1)
(2) (3) (4) (5) Very Likely
(6)
     

40
Q6 Regardless of your answer above, please indicate your level of agreement or disagreement
with the following statements about why you would donate bone marrow.
Strongly
Disagree
Disagree Somewhat
Disagree
Somewhat
Agree
Agree Strongly
Agree
I want to help people by
donating bone marrow
     
I am motivated by my
faith to be a donor
     
It is the right thing to do      
I would donate to make
a family happy; ease
their suffering
     
I would donate in the
hope that someone
would donate for me
should the need arise
     
Other: If there is another
reason, please fill in and
rate. If not, leave blank.
     

41
Q7 Regardless of your answers above, please indicate your level of agreement or disagreement
with the following statements of why one would NOT donate bone marrow.
Strongly
Disagree
Disagree Somewhat
Disagree
Somewhat
Agree
Agree Strongly
Agree
Bone marrow
donationmightbe
painful
     
I'm afraid of
hospitals, medical
procedures/
needles
     
It would take too
much of my time
to sign up
     
It might take too
much of my time
to donate
     
I don't know
enough about the
procedure
     
I'm concerned
about the risks
     
I don't know how
much it will cost
me
     
Other: If there is
another reason,
please fill in and
rate. If not, leave
blank.
     
Q8 Please watch the following video 3 minute video and you will then be asked to answer
questions about it. Please be sure to turn on your sound and to watch the whole video. (Donors
video
Q9 Please watch the following 3 minute video and you will then be asked to answer questions
about it. Please be sure to turn on your sound and to watch the entire video. (Family video)
Q10 Please watch the following 1 minute video and you will then be asked to answer some
questions about it. Please be sure to turn on your sound and to watch the entire video.
(Solange Video)

42
Q11 After watching the video, how likely would you be to join a bone marrow registry to
donate bone marrow to a patient?
 VeryUnlikely(1)
 2
 3
 4
 5
 VeryLikely(6)
Q12 Please choose the statement that applies.
 Watchingthe videomade me MORE likelytojointhe registrytodonate bone marrow
 Watchingthe video,made me LESS likelytojointhe registrytodonate bone marrow
 Watchingthe videodidnotmake me More or Lesslikelytojointhe registrytodonate bone marrow
If Watching the videomade me ...Is Selected,ThenSkipToWhat,in particular,aboutthe video...If
Watchingthe video,made me...IsSelected,ThenSkipToWhat,in particular,aboutthe video...If
Watchingthe videodidnot... IsSelected,ThenSkipToAfterwatchingthe video...regardless...
Q13 What, in particular, about the video made you more likely to join the registry?
Q14 What, in particular, about the video made you less likely to join the registry?

43
Q15 After watching the video...regardless of your answers above, please indicate your level of
agreement or disagreement with the following statements of why one would NOT donate bone
marrow.
Strongly
Disagree
Disagree Somewhat
Disagree
Somewhat
Agree
Agree Strongly
Agree
Bone marrow
donation might be
painful
     
I'm afraid of
hospitals, medical
procedures/
needles
     
It would take too
much of my time to
sign up
     
It would take too
much of my time to
donate
     
It don't know
enough about the
procedure
     
I'm concerned
about the risks
     
I don't know how
much it will cost
me
     
Other: If there is
another reason,
please fill in and
rate. If not, leave
blank.
     

44
Q16 After watching the video...regardless of your answers above, please indicate your level of
agreement or disagreement with the following statements about why you would donate bone
marrow.
Strongly
Disagree
Disagree Somewhat
Disagree
Somewhat
Agree
Agree Strongly
agree
I want to help
people by donating
bone marrow
     
I am motivated by
my faith to be a
donor
     
It is the right thing
to do
     
I would donate to
make a family
happy; ease their
suffering
     
I would donate in
the in the hope that
someone would
donate should the
need arise
     
Becoming a bone
marrow donor
would change my
life for the better
     
It is an easy way to
make a big
difference in
someone's life
     
Other: If there is
another reason,
please fill in and
rate. If not, leave
blank.
     

45
Q17 What is your gender?
 Male
 Female
 Other
Q18 What is your age?
 17 or younger
 18 to 21 yearsold
 30 and older
Q19 Please specify your ethnicity?
 White/Caucasian
 Hispanic/Latino
 Black/AfricanAmerican
 Native American/AmericanIndian
 Asian/PacificIslander
 MixedRace (please specify) ____________________
 Other(please specify)____________________
Q20 What is your religious affiliation?
 RomanCatholic
 Protestant
 OtherChristianReligion
 Jewish
 Muslim
 Seven- DayAdventist
 Mormon
 None
Q21 What is your current marital status?
 Single,nevermarried
 Married
 Live withpartnerbutnot married
 Widowed
 Divorced
 Separated

46
Q22 What is your major?
 Nursing
 Education
 Arts
 Communications
 Engineering
 ComputerScience
 Mathematics
 Healthand HumanDevelopment
 Medicine
 Business
 Natural Science
 Humanities
 Social Sciences
 Notdeclared
Q23 What is your current GPA?
 1.9 or lower
 2.0 to 2.4
 2.5 to 2.9
 3.0 to 3.4
 3.5 to 4.0

47
Appendix C: Qualitative Questionnaire
Answer These Objectives:
Objective 8: How do student organizations choose their philanthropic causes?
Objective 9: How interested are student organizations in working with Be The Match? Why
would they partner? Why would they not partner?
______________________________________________________________________
Interviewer, Please ask the following questions and carefully follow the instructions.
1. Are you involved in an on-campus organization? Which organization(s) are you a part
of?
2. Interviewer: How involved are you within the organization and what is your role? Is your
organization working with a philanthropic organization(s) to support any causes? If yes,
which philanthropic organization is your on-campus organization currently supporting?
(e.g. Red Cross, Boys and Girls Club, Peace Corps, etc.)
Interviewer: How long has your organization been involved in that philanthropic
organization and how did they became involved with the philanthropic organization?
3. Why is your on-campus organization or club involved with that philanthropic
organization(s)/cause? What criteria do you use when choosing an organization to work
with/A cause to support?
Interviewer can probe for more by asking: Any other criteria?
4. What types of activities does your on-campus organization do to support this
philanthropic organization/cause? (e.g. fundraising, volunteering, attending/ hosting
events, etc.) What are they?
Interviewer should probe for more by asking: Any other activities?
5. What do you know about the process for becoming an unrelated bone marrow donor?
Interviewer, If they are informed about the process, probe: How do you know about this
process?
6. Have you heard of the philanthropic organization Be The Match?

48
Interviewer: IF yes then ask: How did you hear about Be The Match? What do you know
about Be The Match?
7. Interviewer, Let respondent read the following text:
Be The Match, operated by the National Marrow Donor Program, connects patients with
blood diseases to their life-saving marrow or stem cell transplant. They do this by
managing the largest and most diverse donor registry in the world, conducting research
on how to improve transplant outcomes for both donors and patients, and by providing
support services to patients and their families.
To ensure every patient has the chance to find his or her perfect matching donor, it is
important that the registry continue to grow and diversify. Anyone between the ages of
18-44 who is in good health and committed to donating to a patient in need is
encouraged to join the donor registry. Joining is simple and takes less than 10 minutes –
all you need to do is fill out a form and swab your cheek. Once you join, you stay on the
registry until you are 61 and are called to donate only if you are the best match for a
patient. Donation is easier than you think and potentially life-changing opportunity for
both donors and patients. Become a marrow donor, save a life!
Interviewer, Then ask based on the text: Would your on-campus organization be
interested in working with Be The Match?
Interviewer, Probe deeply and repeatedly: Why? Why not?
8. What kind of incentives would encourage your organization to partner with Be The
Match?
Interviewer, Probe: What else?
9. Do you know other on-campus clubs that may be interested in working with Be The
Match?
Interviewer, If yes, probe: What are they? Why do you think they would be interested?
***Thank you for your time and help***

Lead The Match - Final Report 5-10-16

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