Evaluating the effectiveness of three communication modes in promoting repeat voluntary donation behavior in first-time blood donors at a tertiary care blood center in North India

Abstract

Abstract: INTRODUCTION: Due to rapid technological advancements, several new methods such as telephone (TP), e-mail, social media, WhatsApp (WA), and Short Message Services are being used as effectively among blood centers worldwide for postdonation communication with blood donors’ education and motivation to recruit and retain them as repeat and regular voluntary nonremunerated blood donors. The present study was aimed at determining the effectiveness of WA, TP, and personal communications (PCs) as modes of communication to recruit and retain first-time replacement blood donors to become repeat and regular voluntary blood donors. MATERIALS AND METHODS: This 1-year observational prospective study was conducted in the Post Graduate Department of Immunohematology and Blood Transfusion in Government Medical College and Hospital, Jammu. Three hundred first-time blood donors selected for the study were divided into three groups comprising 100 blood donors each as per the mode of communication strategy adopted, namely postdonation PC, TP, and WA groups. RESULTS: The repeat donation rate was highest in the TP group (61%), followed by the WA group (47%) and PC group (37%). The mean repeat donation was found to be significant in the TP group (P = 0.007) and WA group (P = 0.021) as compared PC group while there was no significant difference between the TP group and WA groups (0.751). CONCLUSION: In our study, it was found that of the three communication modes, namely personal, TP, and WA, telephonic communication with a repeat donation rate of 61% was the most effective mode of communication in for motivating and converting first-time blood donors into repeat regular voluntary blood donors.