On consciousness of the decision to discontinue blood donation: Intention to return and effective recovery activities.

Abstract

This study aims to (1) explore the consciousness of blood donors' decision to stop donating blood, (2) analyse the association with the donors' intention to return to blood donation and the various reasons for discontinuation, and (3) identify effective activities for the recovery of donors who are no longer donating blood. Survey data of former German blood donors who did not donate blood for >36 months were collected (n=1263). The data were analysed using multivariate linear regression and mediation analyses. This study provides new insights into the consciousness of blood donors' decision to stop donating blood. Former blood donors may be located at distinct stages of consciousness about their decision of discontinuation. The results indicate that 44.9% of the former blood donors did not consciously decide to stop blood donation. Of the lapsed donors, 16.9% decided consciously and 18.2% were in between. Furthermore, 25.2% of the respondents who did not consciously decide to stop donating blood were willing to restart the same. The most effective activities for recovery are more flexible donation hours (29.1%), appointment-scheduling online (24.8%), and sending out reminders (18.1%). Addressing unconsciously lapsed donors is promising. Blood donation service providers should implement measures that support busy people; such measures may include appointment scheduling or pause-options. The implementation of a systematic recovery management, entailing an analysis of the decision to discontinue blood donation with subsequent segmentation is advisable. This can help to foster individualised communication with blood donors.