Blood Donation Behavior Research Articles

Rural-urban variation in willingness to donate blood in Ibadan Region, Nigeria.

Although there are ongoing blood donation campaigns in Nigeria, the prevalence of voluntary blood donation is about 10% and there is limited information about the determinants of blood donation behavior, especially across rural-urban geographic areas. This study examines the rural-urban differences in willingness to donate blood. A cross-sectional study addressing adults from three rural and three urban communities was performed in 2021 to evaluate willingness, knowledge, attitude and practice of blood donation. A total of 287 individuals were surveyed. Most of the respondents across all communities have never donated blood (72%). Females aged 18-25, highly educated, and from urban communities were more incline to donate blood compared to their counterparts. The main reasons for not donating blood for rural dwellers were: never thought of it (39% vs 34.7%) and no one asked (34.4% vs 17%); fear of needles was declared mostly by urban dwellers (21.8% vs 12.5%) (p=0.02). Willingness to donate blood varies across rural and urban communities and is influenced by socio-demographic characteristics. The gap between willingness to donate and actual blood donation has consequences for the establishment of blood transfusion services. Targeted public health interventions are required to enhance awareness and knowledge and modify attitudes towards blood donation.

Blood donation in China from 2017 to 2021: A cross-sectional study

Objective: The objective of this cross-sectional study is to examine the essential demographic characteristics of blood donors in China from 2017 to 2021 and to analyze the impact of various factors on blood donation in China, including the blood donor’s attitudes towards family replacement/mutual blood donation (FRMBD) and the effects of policy changes on blood donation. Design: This study is a cross-sectional review comparing the demographic characteristics of blood donors from 2017 to 2021. Setting and participants: The study included 1164 participants who were randomly sampled across China. The data were collected by trained staff and entered into a standard electronic data framework. Results: The number of blood donations observed in China generally increased from 2017 to 2021. Among the 1164 respondents, 785 were non-blood donors and 379 were blood donors. Most people’s awareness of blood donation comes from organizations. Univariate analysis showed significant relationships between being a blood donor and being aged 30 or above ([Formula: see text], [Formula: see text]), being a doctor ([Formula: see text], [Formula: see text]), having Ph.D. degrees ([Formula: see text], [Formula: see text]), or being familiar with blood donation policy ([Formula: see text], [Formula: see text]). There was no significant difference in recognition between family FRMBD and voluntary non-remunerated blood donation (VNRBD). The study also investigated the impact of canceling FRMBD blood donation policies on the selection of blood donation methods. The results showed that the percentage of VNRBD was 57% and 41% in 2017 and 2021, respectively. This indicates that canceling FRMBD policies will not affect people’s choice for blood donation methods. Conclusions: The results of the univariate analysis showed that people over 30 years of age, those with a Ph.D. or postgraduate degree, and those with knowledge of blood donation policies were more likely to be blood donors. People’s reasons for banning the abolition of FRMBD may be due to the fact that it may not be possible to achieve an adequate supply of blood only through VNRBD. Through comparing the data of 2017 and 2021, it is found that the cancellation of the FRMBD blood donation policy will not have an impact on people’s blood donation ways, and most people agree to cancel the FRMBD. Strengths and limitations of this study Strengths: This study analyzed factors related to decisions about blood donation in various regions of China. For the first time, we analyzed changes in perceptions of blood donation and donation rates before and after the abolition of FRMBD. • This survey did not record changes in the dynamics of the number of blood donations counted over consecutive years. • The individual donor factors such as gender and regional differences in blood donation awareness and facilities, which contribute to regional differences in people’s blood donation behavior, were not investigated.

Motivations and deterrents of blood donation among blood donors during the COVID-19 pandemic in Hong Kong.

The COVID-19 pandemic has resulted in a reduction in blood donations and limited blood supply in many countries. The theory of planned behaviour has been widely used in past studies to understand the factors influencing blood donation. However, this theory limits analyses to the individual level. Furthermore, most research on the determinants of blood donation during the COVID-19 pandemic is quantitative in nature, with relevant qualitative research being rare. To investigate the motivators and demotivators for donating blood among current blood donors during COVID-19 pandemic. Forty in-depth, individual semistructured interviews were conducted with current blood donors from December 2020 to March 2021 in Hong Kong. Thematic content analysis was adopted in the data analysis. The majority of the participants (n = 37) were demotivated from donating blood during the COVID-19 pandemic. Factors at the perceptual, socialand institutional levels interacted to cause this reluctance. Only three participants felt more motivated to donate blood. The data revealed that sociocultural forces and government pandemic prevention policies strongly affected the participants' motivations to donate blood during the pandemic. This study presents a macro understanding of blood donation behaviour by investigating the institutional, socialand perceptual factors influencing current blood donors during the COVID-19 pandemic. This adds a more comprehensive understanding of blood donation where the theory of planned behaviour is widely used in past studies. The participants shared their experiences in the interviews. Their experiences provide hints for explaining the decreasing blood donation during the pandemic times.

"Please help us with important research": A retrospective analysis examining the impact of research invitation and participation on subsequent blood donor behavior.

As over-communication can negatively impact consumer behavior, it is important to understand the impact of research communication on donors' future donation behavior. The aim of this study was to determine the effect of (i) being invited to participate in research, and (ii) participating in that research, on future donation behavior. A retrospective cohort analysis was conducted with 36,418 donors who were invited to participate in one of 17 research projects, and a matched control group of 36,252 non-invited donors. Poisson regression models were used to examine the associations between invitation or participation in the studies and the likelihood of creating an appointment to donate and attending an appointment at 1, 3, and 6months. Donors were significantly more likely to create an appointment within 14 days of receiving an invitation compared to controls (RR: 1.91, 95% CI 1.81-2.02), and to return to donate at 1 (RR:1.18, 95% CI 1.13-1.24), 3 (RR:1.10, 95% CI 1.07-1.13) and 6 (RR:1.11, 95% CI 1.09-1.13) months compared to non-invited controls. Donors who participated in the research were more likely to return than control donors at all time points, while donors who were invited but did not participate were also likely to return more at 1month (RR:1.06, 95% CI 1.00-1.11) and 6months (RR:1.03, 95% CI 1.00-1.5) than non-invited controls. Our findings suggest that research participation is positively associated with future donor behavior and provides reassurance that contacting donors for research does not negatively impact blood collections.

Blood donation behaviour and attitudes towards the 12-month deferral policy among gay and bisexual men in New Zealand.

Gay and bisexual men (GBM) are deferred from donating blood in many countries. Perceptions by GBM that blood donor deferral policies are unjustifiably discriminatory, especially due to advances in HIV prevention, could contribute to non-compliance and need to be understood. We explore blood donation interest and history among GBM and attitudes towards donor deferral policies for the first time in New Zealand (NZ). Data from a cross-sectional online survey of GBM in NZ were examined. We constructed three groups: (1) never donated blood and not interested; (2) never donated but expressed interest; and (3) previously donated blood. We tested these for association with demographic and behavioural variables, as well as attitudes towards blood donation policy. A total of 607 GBM were eligible for the study, of whom 32.9% reported having donated blood previously, 44.3% had never donated blood but expressed interest and 22.7% expressed no interest in donating. Among previous donors, a third (8.6% of the total sample) reported non-compliance with the deferral policy. Most participants found the 12-month deferral policy to be too strict (81.8%), unfair (75.4%) and homophobic (68.8%). We estimate that, for the first time in NZ, almost 10% of the sample did not report compliance with the 12-month deferral policy for men who have sex with men (MSM). Negative attitudes towards the deferral policy were common and could potentially increase the risk to the blood supply if compliance reduces. Further work is needed to inform a deferral policy that is accepted by GBM while maintaining the safety of NZ's blood supply.

Impact of WeChat public platforms on blood donation behavior: a big data-based study

PurposeThe purpose of this paper is to explore the impact of WeChat public platforms (abbreviated as WPP) on blood donation behavior using data from the platforms’ backend and information system.Design/methodology/approachFirst, this paper established a time-varying difference-in-difference (DID) model to evaluate the change before and after following the WPP under normal scenarios. The difference-in-difference-in-difference (DDD) method was further used to analyze the heterogeneous effects of gender, age, occupation and education. Second, a logit model was used to examine the impact of WPP on blood donation behavior under emergency scenarios (i.e. COVID-19).FindingsThe research shows that following WPP has a positive impact on donation volume. For each donor, the average blood donation volume after following WPP increased by 12.94% compared to before following. The WPP has a greater impact on groups with males, medical staff, middle-aged individuals and those with primary school education. Following WPP also enhanced blood donation behavior in emergency scenarios. During the COVID-19 pandemic, the probability of fans donating blood was 2.6% higher than non-fans, and the average blood donation volume of fans was 7.04% higher than non-fans, which was 5.9% lower than in normal scenarios.Originality/valueFor theory, this paper quantified the impact of WPP on blood donation behavior in normal and emergency scenarios and addressed the research gap surrounding the impact exerted by social media on blood donation behavior. For methodology, the time-varying DID model, DDD model and logit model were applied to the field of blood donation, which expanded the application scenarios. For practice, the findings are of great significance for recruiting blood donors and providing evidence for promotion on WPP.

Kamu Spotlarının Kan Bağışı Niyetlerine Etkisinin Covid-19 Moderatörleri Üzerinden İncelenmesi

The objective of this research was to explore the role of Public Service Ads (PSAs) on blood donation decisions and the COVID-19 related mechanisms influencing the path to donation behavior. Although blood donation is shown as a form of behavior that is strongly motivated by emotional responses and altruistic behaviors, there are uncertainties in terms of difficulties that the donors experience during the pandemic period. A sample group consisting mostly of young people (N=189), received a self-administered questionnaire containing questions intended to clarify blood donation drives following exposure to a PSA stimulus. These factors comprised of the components for identification towards PSA characters, empathy, altruistic feelings towards blood donation behavior and donation intentions, and also pandemic related determinants. Regression-based analyzes were used to test the hypotheses, and the effects of COVID-19-derived factors on the blood donation process were investigated through moderator analysis. The results revealed that the empathy and identification levels towards PSA characters vary due to presenting whether the donor-type or the patient-type. No statistically significant results were found between the interactions of the risk of getting infected and altruistic feelings on blood donation intentions. However, it is concluded that pandemic fatigue significantly predicted the relationships between empathetic responses and altruistic feelings.

Perceptions of blood donation among the students of Jahangirnagar University, Bangladesh

Each year, millions of lives are saved through blood transfusion. Most of the youngsters are the potential voluntary and replacement blood donors in every society where students comprise significant amount. By knowing their perceptions about blood donation and by encouraging them to donate blood regularly will help to fulfill the demand of safe blood. Therefore, the research aimed to know the perceptions of university students towards blood donation and to explore the factors influencing their willingness to donate blood. Using convenient sampling, the data were collected from 201 current students of Jahangirnagar University through a well-structured questionnaire. Results show, the blood donation rate is quite good among students of Jahangirnagar University of Bangladesh (50.74%) and most of them are male (80.39%) compared to female (19.61%). The study revealed students “mother’s education level”, “residence type”, “number of blood donating times” and “involvement with blood donation organization” are highly significant factors with their blood donation behavior (p <0.001). About 67% student donated their blood to save another life and 28% blood donor think, it is their social responsibility. Five reasons found behind not donating blood: health (71%) had no time (14%), no reason (6%) for fear (8%) and religion (1%). Though half of the university students donate blood but by introducing more motivational campaign by government or blood donation organization or university authority, rest of the students attitude can be converted, and they may donate blood which will help to fulfill Bangladesh’s annual safe blood demand. Asian J. Med. Biol. Res. 2021, 7 (4), 339-347

Blood donation barriers: How does donor profile affect them?

Donation barriers are a crucial factor to consider in the study of blood donor behavior. Since blood donors do not behave homogeneously, the aim of this work is to analyze how the donor profile (i.e. sociodemographic characteristics and donation behavior) influences the prevalence of blood donation barriers. A total of 5,353 active donors in the Canary Islands (Spain) completed an online survey. Given the general lack of agreement concerning the conceptualization and measurement of donation barriers, an integrative 25-item barrier scale, which is the result of grouping all barriers identified in the literature according to the concept of obstacle which they represent, was designed and validated. The results indicate that individuals between 18 and 35 years of age, with university education and higher income are more likely to be affected by donation barriers. At the same time, individuals who donate once or twice a year, and those with shorter experience as donors, are more prone to experience donation barriers. The present study is useful for blood transfusion centers, because it shows that centers must identify which donation barriers are the most prevalent in their donor pool, as well as which donor groups are the most affected by them. Thus, blood transfusion centers will be able to design appropriate marketing actions to reduce or eliminate those barriers that prevent active donors to donate repetively.

Analysis of Influencing Factors of College Students\u2019 Intention to Repeated Blood Donation Based on Structural Equation Modeling

To research the influencing factors of college students' blood donation behavior intention and propose intervention strategies to improve the repeated blood donation rate of college students. Questionnaire survey was used to research and analyze the influencing factors of behavior intention. Amos 21.0 software was used to establish structural equation modeling and perform confirmatory factor analysis. SPSS 20.0 was used for statistic. The model was proved with highly adaptability, with χ2/df = 2.956 < 3. Factors influencing college students' intention of repeat blood donation behavior can be summarized into four: attitude, external motivation, advice-taking, and perceived behavioral control. Among them, attitude and perceived behavioral control have a great direct impact on behavioral intention, while the external motivation and recommendation acceptance have an indirect impact by influencing the other two factors. In view of those evaluation items with high path coefficient in each factor, we can develop recruitment strategies to influence college students’ repeated blood donation behavior and provide scientific suggestions for improving their repeated blood donation rate.

Understanding healthcare worker’s intention to donate blood: an application of the theory of planned behaviour

ABSTRACT This study aims to identify the influencing factor towards the intention to donate blood using the Theory of Planned Behaviour (TPB) model among healthcare workers (HCWs). A random sample of 400 HCWs from the population received the survey via a web-based link. The hypothesised model was tested using structural equation modelling. The median (interquartile range) age of respondents was 31.0 (11.0) years with female accounting for 75.5% (n = 302). Overall, 60.3% (n = 241) have donated blood. The final structural model showed a good fit of the data: CFI = 0.972; TLI = 0.976; RMSEA = 0.052; SRMR = 0.064. Perceived behavioural control and age significantly influenced the HCW’s intention to donate blood. The final model explained 43% of the total variance in intention to donate blood. The findings provide a vital message to focus on some barriers and motivational factors of blood donation behaviour among HCWs.

Simple Reciprocal Fairness Message to Enhance Non-Donor's Willingness to Donate Blood.

Against a background of declining blood donor numbers, recruiting new donors is critical for the effective operations of healthcare providers. Thus, interventions are needed to recruit new blood donors. We provide initial evidence for Voluntary Reciprocal Altruism (VRA) to enhance nondonors' willingness to become blood donors. VRA interventions involve asking two questions: one on accepting a blood transfusion if needed and one on willingness to donate. As early trials often use self-reports of willingness to perform blood donation behavior, we derive a correction factor to better estimate actual behavior. Finally, we explore the effect of VRA interventions on two prosocial emotions: gratitude and guilt. Across three experiments (two in the UK and one in Australia: Total N = 1,208 nondonors) we manipulate VRA messages and explore how they affect both reported willingness to make a one-off or repeat blood donation and influence click through to blood donation, organ donation and volunteering registration sites (behavioral proxies). We report data from a longitudinal cohort (N = 809) that enables us to derive a correction for self-reported behavioral willingness. Across the three experiments, we show that exposure to a question that asks about accepting a transfusion if needed increased willingness to donate blood with some spillover to organ donor registration. We also show that gratitude has an independent effect on donation and report a behavioral correction factor of .10. Asking nondonors about accepting a transfusion if needed is likely to be an effective strategy to increase new donor numbers.

The impact of temporary deferrals on future blood donation behavior across the donor life cycle.

Donor retention is essential for blood banks because acquiring new donors is more expensive than retaining existing ones. Previous studies show that the temporary deferral of donors negatively impacts future donation likelihood. In this study, we analyze the impact of temporary deferrals on future donation behavior while correcting for potential endogeneity, depending on the level of donor experience and number of previous deferrals. We use data from more than 123,000 whole blood donors of the Austrian Red Cross over a period of 5.5 years. We estimate logit models to analyze how a deferral affects future donation behavior while controlling for potential selection biases because donors are not deferred randomly. We control for gender, blood type, years since first donation, and number of previous donations and deferrals. We analyze the direct deferral effect, its interaction with donor experience, and the number of previous deferrals. Our results confirm that temporary deferrals hurt future donation behavior. This effect varies with donor experience and the number of previous deferrals. The effect is weaker with a higher number of previous donations and is stronger with a higher number of previous deferrals. The results suggest that donors learn to cope with deferrals the more they donate. However, the negative effect of deferrals amplifies over time, and each additional deferral decreases donation likelihood. Blood banks that seek to overcome the negative effect of deferrals should be aware that this effect varies with donor experience and with the number of previous deferrals. Our results suggest that blood banks should focus on early-stage donors who are deferred because the negative deferral effect is stronger for more experienced donors. At the same time, blood banks should be careful with donor groups who have experienced deferrals in the past because every additional deferral demotivates future donation behavior. Overall, researchers should be careful to correct for endogeneity because our results suggest that ignoring these effects could lead to substantial underestimation of the negative deferral effect.

A science mapping analysis of blood donation behaviour

This study contributes to the existing literature by providing a current picture of research on blood donation behavior. The methodology applied is a bibliometric analysis, based on scientific production and the science mapping analysis. The analysis is applied over a sample of 963 articles published between 1957 and 2017, in the Web of Science (WoS). Most active journals, authors, countries are identified as well as the main topics in this research area.

Generational Giving: Japanese High School Students’ Motivation to Donate Blood

Background: As the number of young people in Japan decreases, the proportion of them who donate blood warrants urgent attention. The aims of this investigation were to test whether students’ motivation of “doing good for others” associated with their blood donation behavior and to explore factors associated with their motivation. Methods: Fukushima Red Cross Blood Donor Center conducted a questionnaire survey in 2018 at 10 high schools in Fukushima Prefecture (N=4506). From the database, we analyzed the factors associated with motivation as assessed by the perception of “doing good for others” using chi-square tests and binomial logistic regression. Results: The percentage of those answering “doing good for others” as “important” was 67.2%. Students who donated blood more often tended to cite “doing good for others” as important. The probability of regarding this perception as important was significantly higher among females, those with better subjective health, and those knowing their own blood type and donation eligibility criteria. Conclusion: Health promotion activities that improve subjective perceptions of one’s health may reinforce students’ awareness of blood donation as “doing good for others” that might promote frequent donation. Our results also support greater outreach to male students and improving students’ knowledge related to blood donation.

Whole blood donor behavior and availability after deferral: Consequences of a new ferritin monitoring policy.

BackgroundTo prevent (negative consequences of) temporary deferral due to low hemoglobin, the Dutch national blood service Sanquin introduced a ferritin monitoring policy in 2017. Ferritin is measured after the donation (as opposed to before donation for hemoglobin), and low ferritin levels lead to deferral of 6 (ferritin 15‐30 ng/mL) or 12 months (ferritin <15 ng/mL). We explored the consequences of this policy on donor behavior and availability.Study Design and MethodsWe included all Dutch whole blood donors who made a donation (attempt) between 13 November and 31 December 2017. At that point, the ferritin monitoring policy was randomly implemented in 8 of 29 regional clusters of collection centers. We extracted information from Sanquin's donor database about donors' deferrals, subsequent donation attempts, and donation cessation (up to 31 December 2019). Donors deferred for low ferritin were compared to those deferred for low hemoglobin or other reasons, as well as to donors who were not deferred.ResultsA total of 55 644 donors were included (11% deferred). For donor behavior, we found that donors deferred for low ferritin less often unsubscribed and switched to other donation types, yet also made fewer donations in the follow‐up period. For availability, we found they were less often deferred, yet they were unavailable to donate for a longer period.ConclusionResults suggest that the implementation of a ferritin monitoring policy may lead to a decrease in donor availability and reduced donations. However, the policy is successful in retaining more donors and reducing low hemoglobin deferrals.

Altruism in blood donation: Out of sight out of mind? Closing donation centers influences blood donor lapse.

In this paper, we use register data on all blood donors (n=259,172) and changes in geographical locations of blood donation centers in the Netherlands over the past decade, to examine the strength of altruistic motivations in blood donation by testing how blood donor behavior changes after the cost of donating in the form of time and inconvenience increases. We examined whether closing donation centers influences blood donor lapse, and whether the risk for lapse varies between donors with different blood groups. A lower lapsing risk for donors with universal, O-negative blood as costs increase is considered as evidence of altruism: continued efforts in making a societal impact despite the increased time commitment would indicate altruism in donor behavior. In the total sample, 137,172 (52.9%) donors lapsed at least once. We found a very strong effect of changes in the distance to the nearest collection point on donor lapse. Donors whose nearest donation center closed were 53% more likely to lapse than donors whose donation center remained open, with the risk for donor lapse increasing with each extra kilometer distance to the new nearest donation center. While O-negative donors were 10.5% less likely to lapse after closing a donation center compared to donors with other blood groups, the effect of closing was similar across blood groups. Based on these results, we conclude that blood donors are clearly sensitive to cost changes imposed by blood banks and that they are not particularly motivated by altruistic concerns. Future studies are recommended to further examine the role of contextual factors in motivational change across the blood donor career. Blood banks are advised to strategically place donation centers throughout the country to promote blood donations, and design interventions to reduce donation barriers after changing their donation centers' locations.

The stages‐of‐change approach for prosocial behavior: Message tailoring to encourage blood donation

AbstractThis research applied the Trans‐Theoretical Model and the Construal Level Theory to framing messages for blood donation. People can be at different degrees of readiness for blood donation and are, therefore, dispersed into discrete stages of change. These stages of change correspond to varying psychological distances that define the extent to which a person's thinking on the suggested behavior is abstract (high construal level) or concrete (low construal level). Differences in psychological distance thus affect whether individuals focus on how easy it is to donate blood (feasibility) or on why it is important to donate blood (desirability) in the ad message. This research conducted two studies using a 2 (types of message: feasibility vs. desirability—manipulated) × 3 (stages of change: pre‐contemplation vs. contemplation/preparation vs. action/maintenance—measured) between‐subject, randomly assigned factorial design experiment. The results of both studies showed that for individuals in the pre‐contemplation stage, desirability, rather than feasibility, messages were more likely to produce favorable attitudes toward the ad, its sponsoring organization, and blood donation behavior itself, whereas the opposite was true for those in the action/maintenance stage. Those differences were weakened or not observed for those in the contemplation/preparation stage. These patterns of interaction were not replicated for behavioral intention. Collectively, these findings suggest that tailoring a message according to the intended audience's stage of change should promote positive attitudes for blood donation. Meanwhile, future research is needed to bridge the attitude‐behavior gap when it comes to blood donation.

Analysing repeat blood donation behavior via big data

PurposeAlthough blood banks have recently started to recruit blood donors through social media platforms, including WeChat, to increase recruitment effectiveness, few researchers have studied their effects on blood donation behavior. The aim of this study is to examine the influence of using official WeChat accounts on repeat blood donation behavior.Design/methodology/approachThis paper used the backstage operation data of official WeChat accounts and blood supply chain management system data from the blood bank for the study to analyze the changes in repeat blood donation behavior. First, to analyze the changes in the average frequency of blood donation per year, average volume of single blood donation and blood eligible rate of repeat blood donors before and after following the official WeChat accounts by difference-in-differences model combined with propensity score matching (PSM-DID). Second, we examined the impact of official WeChat accounts on the proportion of repeat blood donors through survival analysis.FindingsThe results show that following WeChat accounts increases the average frequency of blood donation and blood eligible rate of repeat blood donors by 14.36% and 1.19%, respectively, and have no significant effect on the average volume of single blood donation. Further, WeChat accounts have a more significant impact on the average frequency of blood donations per year for workers, farmers, medical staff and groups with education levels of junior high school. In addition, official WeChat accounts can effectively increase the proportion of repeat donors.Originality/valueThe results provide a quantitative basis for the influence of official WeChat accounts on repeat blood donation behaviors. On the one hand, it is of great significance to guide the publicity and recruitment of unpaid blood banks. On the other hand, it provides an evidence for the promotion of official WeChat accounts.

Modelling the role of anticipated emotions in blood donor behaviour: A cross-sectional study

• The Anticipated Emotions (AE) framework is applicable to the non-profit context. • It is crucial to consider both positive and negative AEs associated to both action and inaction. • AEs of donation and non-donation are direct antecedents of donation intention. • Donation motivations and attitude towards donation are direct antecedents of both AEs and donation intention. • Donation experience moderates the cause-effect relationships among these variables. For blood transfusion centres, studying anticipated emotions (AEs) related to blood donation is essential, since these variables influence donation decision. For this reason, this work addresses the need to identify the antecedents and consequences of AEs, which will help explain their origin and their role in donation behaviour. Our purpose is to make further progress with the application of the AE framework in a non-profit context, by analysing how AEs are generated and how they influence decision-making. This study aims to design and validate an explanatory model of donation intention, where motivations and attitude towards donation are direct antecedents of AEs, while AEs, motivations and attitude towards donation act as direct antecedents of intention. Moreover, it has been also considered how the type of donor influences the proposed model as a moderating factor. The final sample is comprised of 35,982 active donors, inactive donors and non-donors. Data was obtained through an online questionnaire, with the collaboration of 14 of the 17 Spanish blood transfusion centres, as well as some universities. Results indicate that (1) AEs, motivations and attitude towards donation are direct antecedents of donation intention, (2) motivations and attitude towards donation are direct antecedents of AEs, and (3) donation experience moderates the relationships between motivations, attitude towards donation, AEs, and donation intention. These results indicate several operational implications that will enable blood transfusion centres to better design and target donation promotion campaigns according to type of donor. Furthermore, the results will let centres assess whether placing value on donation motivation and attitude towards donation can bolster positive AEs, diminish negative AEs and have a direct effect on donation intention.