Purpose

Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms.
Design/methodology/approach

By applying logistic regression, moderation and mediation analysis, this paper uses a large sample of N = 5,640 individuals.
Findings

Experiencing normative life events and stressful life events reduce the likelihood of donating blood, whereas human capital life events enhance the likelihood of donating blood. Specifically, having a child and death of a mother decrease and finishing education increases the probability of blood donations. Locus of control and satisfaction with income are significant underlying mechanisms.
Practical implications

Social marketing campaigns can use individual life events to focus on similarities between potential blood donors and individuals in need of blood. Blood centers can adopt their services to cater to the changing needs after experiencing individual life events by running mobile blood collecting drives and providing guidance.
Social implications

Blood centers take an important role in sustaining a healthy society. As the need for blood will increase in the future, a better understanding of blood donation behavior and social marketing contributes to increased donations.
Originality/value

While previous research looked at collective life events, there is a dearth in marketing and blood literature on the effects of individual life events.