The shortage of blood for medical use Presents a worldwide issue. South Africa is also affected. Organizations responsible for blood collection, like the South African National Blood Service, face this challenge. struggle to meet the demand for blood products , due to an inadequate number of blood donations and the shortage of dedicated blood donors.

Blood collection organizations depend on the generosity of a small number of individuals who freely donate blood. To ensure a steady supply of blood, the World Health Organization (WHO) suggests that At minimum, 1% of a nation's populace contributes blood donations. In South Africa the situation regarding The donation rate falls short of this. .

There are two blood-collecting organizations in South Africa - the Western Cape Blood Service operates solely within the Western Cape province while the South African National Blood Service operates across the remaining eight provinces of the nation.

To boost participation levels, national blood donation organizations have concentrated on recruiting new donors and raising public awareness through campaigns informed by research into factors that encourage or discourage individuals from giving blood. However, less attention has been directed toward understanding and influencing the behavior of current donors.

Read more: Blood donations save lives, yet only a small number of South Africans donate regularly.

I have carried out research aiming to address this void. recent paper I explored elements affecting people's willingness to donate blood. Furthermore, in my recent doctoral research, I investigated how to retain current blood donors and what motivates their donating behavior.

The study indicates that blood collection organizations should pivot their efforts from recruiting new blood donors to fostering stronger connections with current ones. Current donors form a crucial group due to their reliability, greater likelihood of meeting donation criteria, and reduced expenses associated with acquisition.

The objective ought to be fostering loyalty.

I explored using technology to motivate regular blood donations. My analysis suggested that blood collection agencies should tailor their outreach efforts for different donor groups. Personalizing these approaches would be essential for fostering commitment among potential donors.

The drivers

To comprehend the factors behind donor loyalty, it was crucial to grasp the motivations of individuals who choose to donate blood.

In the course of my study, 658 blood donors filled out the questionnaire, and I also interviewed 18 blood donors. During these interviews, several motivations for giving blood emerged. They encompassed the following points:

• Recognition of the significance of blood donation

As one of the participants in my study expressed:

I have frequently visited hospitals for my children and during my wife’s pregnancy. If I don’t contribute, then where will they obtain the necessary blood supply?

• Impact on community - rescuing or transforming an individual's life

This point was made by an individual:

I've moved beyond just seeking rewards; now, I genuinely wish to participate because I want to save a life and make a positive impact within the community.

• Moral responsibility

As one of the participants expressed it:

Whenever I refrain from donating blood, I experience guilt since, being a universal donor, I have an opportunity to save lives without limitations, unlike those with more restricted blood types.

• Benefits related to wellness, such as complimentary medical examinations and the necessity to adhere to a healthy way of life.
• Incentives

The presents make me feel valued. This encourages me to contribute even greater amounts.

In addition to giving blood, several donors mentioned that they talked about their blood donation experiences with friends, family members, coworkers, and even posted them online to motivate others to contribute as well.

The use of technology

The research for my doctoral degree indicates that donors prefer personalized communication from blood collection organizations. This should encompass:

• Sharing details about their personal accomplishments related to blood donations.
• following up with contributors whose donations have decreased or ceased altogether
• Following up with deferred donors to motivate them to come back for a health check-up and another opportunity to donate blood. Deferred donors are individuals who couldn’t contribute during previous drives due to not meeting the necessary criteria, such as having insufficient iron levels.
• alerting contributors about their forthcoming donations.

Other people expressed interest in having more engaging forms of communication beyond just learning that they had saved three lives through their blood donation. They suggested including detailed accounts of how their donations made an impact—such as “your donation aided a cancer patient’s recovery”—along with personal stories to help them better grasp the significance of their contributions.

What actions should be taken?

Studies indicate that digital tools have effectively boosted customer engagement, improved customer experiences and satisfaction, streamlined communication and information sharing, and provided avenues for shaping and influencing behavior. Donor organizations possess extensive volumes of donor data along with various types of data (often referred to as big data), enabling them to extract valuable insights. These insights can then be utilized in multiple strategic manners.

Initially, they ought to examine donor statistics to detect trends and categorize donors according to criteria like the duration of their donations, how often they donate, blood type, geographical area, and favored methods of communication.

This data can be utilized to customize communication and engagement approaches for particular donor segments. Donors take varied pathways over time and should not be considered as one homogenous group.

Secondly, organizations ought to track donation patterns over time. Doing so will aid in comprehending seasonal variations, pinpointing times of highest donations, and forecasting possible donor requirements. Such knowledge can then be utilized for planning focused recruitment efforts and distributing resources effectively.

Read more: Explainer: What exactly are blood types, and why are they significant?

Thirdly, organizations might want to think about tailored communications. These could encompass:

• Tailored prompting: providing pertinent and well-timed communications such as appointment reminders for forthcoming donation dates, customized gratitude notes, details regarding their specific donations, or invites to exclusive donor gatherings.
• Multichannel outreach: connecting with contributors via their favored modes of contact, including email, SMS, or social platforms.
• Loyalty programs: offering exclusive items, price reductions, or distinctive acknowledgment to regular contributors, tailored according to each supporter’s preferences and past giving record.
• Gamification By incorporating game-like features to enhance engagement and enjoyment during communication and the donation process, utilizing challenges, leaderboards, and badges to inspire donors and build a stronger sense of community.
• Predictive analytics By analyzing historical data and previous occurrences, we can discern donor trends and forecast potential outcomes. This information allows us to pinpoint donors at risk of lapsing and engage with them through tailored communications.

Relebohiseng Matubatuba Lecturer in Marketing at the University of the Witwatersrand

Provided by Syndigate Media Inc. ( Syndigate.info ).