Sümnig Ariane, Feig Martin, Greinacher Andreas, Thiele Thomas
Institut für Immunologie und Transfusionsmedizin, Universitätsmedizin Greifswald, Greifswald, Germany.
Transfusion. 2018 Oct;58(10):2257-2259. doi: 10.1111/trf.14823. Epub 2018 Sep 10.
Social media platforms have become an important lifestyle aspect. Therefore, we implemented communication via social media platforms to recruit new donors and to motivate repeat donors. Here, we report a survey among donors of our blood donation facility to evaluate the impact of different strategies for donor motivation from the donors' perspective.
During 8 consecutive weeks, all whole blood donors were asked to participate. The survey consisted of a questionnaire including the demographic items sex, age, number of prior donations, and 14 potential motivators for blood donation. Social media included the items "Facebook" and "Jodel" (German local mobile application).
Of 3320 consecutive donors, 2920 (88%) participated in the survey. Social media motivated 7.4% of our donors, among them mainly young and female donors. For first-time donors (FTDs; n = 157) the three strongest motivational factors were friends and/or relatives (73%), social media (15%), and "I do not need additional motivation" (11%). Repeat donors (n = 2693) most often stated that they do not need additional motivation (72%) and only 7% were motivated by social media.
Social media have become the second most important motivator to recruit FTDs beside relatives and friends who are by far the main motivators for FTDs. For repeat donors, social media play a less important role. Social media are becoming increasingly important for transfusion services.
社交媒体平台已成为生活方式的一个重要方面。因此，我们通过社交媒体平台进行沟通，以招募新的献血者并激励重复献血者。在此，我们报告一项针对我们献血机构献血者的调查，以从献血者的角度评估不同激励策略的影响。
在连续8周内，邀请所有全血献血者参与。该调查包括一份问卷，其中包含人口统计学项目（性别、年龄、既往献血次数）以及14个潜在的献血动机因素。社交媒体包括“脸书”和“约德尔”（德国本地移动应用程序）等项目。
在3320名连续献血者中，2920名（88%）参与了调查。社交媒体激励了7.4%的献血者，其中主要是年轻和女性献血者。对于首次献血者（n = 157），三个最强的激励因素是朋友和/或亲属（73%）、社交媒体（15%）以及“我不需要额外激励”（11%）。重复献血者（n = 2693）最常表示他们不需要额外激励（72%），只有7%受社交媒体激励。
社交媒体已成为招募首次献血者的第二重要激励因素，仅次于亲属和朋友，而亲属和朋友是首次献血者的主要激励因素。对于重复献血者，社交媒体的作用较小。社交媒体对输血服务正变得越来越重要。
