Understanding the role of gender identity in charitable giving—recruiting bone marrow donors

Purpose Imbedded in the gender schema theory, this paper aims to examine the socio‐cognitive impact of gender identity in nonprofit marketing communication, particularly in the recruitment of bone marrow donors. Design/methodology/approach This paper uses an experimental design (n = 132) to investigate the role of gender identity on the likelihood to register as a bone marrow donor using real advertisements. Findings The findings support the assumption that a specific gender identity influences attitudes toward the advertisement which in turn increases the likelihood to register as a bone marrow donor. Originality While extant studies investigate psychological and demographic factors, there is only limited research on the role of gender identity in recruiting bone marrow donors via communication strategies. Practical implications This has implications for communication strategies to increase the bone marrow donor pool. Health communication can be improved by relying on gender identity. Social implications Bone marrow registries have a vital role in ensuring a healthy society. As the number of patients continues to increase, registries need a better understanding of how to create more effective marketing and communication strategies. In line, as societies become more diverse and inclusive, so should nonprofit marketing strategies. Practitioner Points What is currently known about the subject matter? Societies worldwide need more bone marrow donors and bone marrow registries use gender stereotypes in their advertisements. Research investigated a variety of factors, but did not look at gender identity. As societies worldwide get more inclusive and diverse, gender identity becomes more important. What does the paper add to point (a)? Scarce literature investigated the role of gender identities in bone marrow advertisements. This paper fills this gap by systematically investigate the role of gender identity in the likelihood to donate bone marrow donors. Implications of the study findings for practitioners Bone marrow registries need to do market research before designing advertisements. Bone marrow registries should segment their target groups and use differentiated advertisements. Bone marrow registries can rely on gender identity to make their advertisements more effective.