Promoting blood donation: a study of the social profile, attitudes, motivation and experience of donors.

This study investigated how to improve the recruitment of blood donors, their retention as active donors and their response to call-up. A total sample of 9,000 non-donors, lapsed donors and current donors was examined in three programmes to determine the sex, age and social profile of donors; the attitudes of the population to blood donation; the motivating forces prompting people to give blood; the de-motivating forces preventing them; the image of the blood donor in society and the image of the National Blood Transfusion Service (NBTS). The profile of blood donors, with small variations, reflects that of the population. The experience of blood donation is widespread with 27% of the population either current or lapsed donors. The image of both blood donors and the NBTS was found to be very positive. The main force motivating donors is an awareness of patient need complemented by awareness that the need may one-day be personal. NBTS strategy will concentrate on reinforcing the need for blood donors and enhancing the experience of donors at blood donor sessions.