Barriers to blood donation on social media: An analysis of Facebook and Twitter posts

The impact of social media intervention based on functional motivation on repeat blood donation behavior: A prospective randomized controlled trial study

BACKGROUND

Blood plays an irreplaceable role in medical care. Low retention rate among blood donors is the major issue in China. Various functional motivations can encourage blood donors to participate in blood donation. Therefore, it is necessary to conduct research studies on re-donate behavior based on functional motivations. This study aimed to evaluate the impact of social media intervention based on functional motivation, to discover effective intervention methods to improve re-donate rate among nonregular blood donors.

METHODS

In 2022-2023, 726 adults aged 18-55 years were randomized into the intervention or control group. Over 6 months, the intervention group received science popularization via social media. After the follow-up period, re-donate rate and functional motivation were assessed. Statistical analyses included t-test, chi-square test, logistic regression analysis, and analysis of variance.

RESULTS

Five hundred and sixty-eight participants completed the intervention survey. Overall, the repeat blood donation rate in the intervention group (18.1%) was significantly higher than the control group (4.2%) (p < .001). After the intervention, understanding, protection, sensation, and values motivation increased (p < .001). The changes in functional motivations vary across different age groups. In the 18-30 age group, understanding motivation increased (p < .001), while in the 31-45 and 46-55 age groups, protection motivation increased (p < .001). In the groups donating blood 3 time and 4 time, protection motivation increased (p < .05), and in the group donating blood 4 times, the values motivation increased (p < .05).

CONCLUSION

Social media intervention based on functional motivation can effectively increase the re-donate rate. Understanding, protection, sensation, and values motivations can directly influence the re-donate behavior.

Military Blood Service in Poland

Introduction

On 24 February 2022, the Russia-Ukraine military conflict unfolded just across the eastern border of the European Union. It made everyone realize how important it is to secure blood supplies to health-care units in the event of an armed conflict. This paper presents the principles of functioning of the Military Blood Donation Service and the Military Center for Blood Donation and Hemotherapy in Poland.

Methods

The study used data collected in the "Military Blood Bank" information processing system and data from annual reports (2010-2021) sent to the Minister of Health of the Republic of Poland. The reports concerned, among others: demographic data on donors, reasons of permanent disqualifications, numbers of complete and incomplete donations, etc.

Results

Since 2005, the number of donors registered in military blood donation centers ranged between 15 and 35 thousand/year. The most dramatic declines in donors were observed in 2010 and 2020. Successful donations accounted for more than 98% of all donations/year (except 2015), and their number varied between 20 and 32 thousand/year. Among the blood donors, men always predominated and the dominant age group (except for 2010) was 25-44 years. The reasons for permanent disqualification have varied over time: their proportions decreased for viral hepatitis and cardiovascular disease, and increased for respiratory and endocrine/metabolic diseases. Due to the COVID-19 pandemic in 2020/2021, these proportions have sometimes been reversed.

Discussion

The Military Blood Donation Service has been functioning in Poland for several decades. It is specialized in supplying blood and blood products to the Armed Forces. Unfortunately, it was not possible to refer to the functioning of similar institutions in other countries. Therefore, when evaluating the functioning of Polish military blood donation, we had to rely on numerical values (eg, number of donors/year, donor profile, etc.), which prove a very good organization of blood donation centers. However, it should be noted that, as in other countries, a more active promotion of blood donation in the media is advisable in order to encourage as many young people as possible to donate blood.

Blood Donation Narratives on Social Media: A Topic Modeling Study

Social media have shown great potential for producing significant changes in behavior and have become the cornerstone for many public health and agency efforts. The nonprofit sector -including blood collection agencies- has adopted social media to aid their cause and reach their goals. However, despite the tremendous impact of social media on society and its promising role for donor recruitment and retention, it has been overlooked in donor research. This study therefore sought to map the social media landscape around blood donation. We showcase an inductive computational method to make sense of vast amounts of dynamic unstructured blood donation text data that exists on social media. With this method, we display what is discussed about blood donation on social media, how these topics are distributed on Facebook and Twitter, and how the prevalence of these topics changes over time. We applied structural topic modeling on 7 years of Dutch blood donation Facebook and Twitter data by the general public. We found 25 topics clustered in 6 distinct clusters. Over time, there is a substantial reduction of messages in which donors announce their donations. Topics that emphasize the positives of blood donation, including donor identity-related topics, are rising. In addition, the findings show a clear social media platform contrast. Topics related to campaigns and controversial policies were found more on Twitter and positive donation topics and topics related to the donation process more on Facebook. To make optimal use of social media for recruitment and retention campaigns and efforts, blood collection agencies should recognize the turbulent environment in which they take place. Monitoring public opinions about blood donation will help blood collection agencies make strategic choices and utilize social media more effectively.

New blood donors in times of crisis: Increased donation willingness, particularly among people at high risk for attracting SARS-CoV-2

Background

Traditionally, during crises the number of new blood donors increases. However, the current coronavirus disease 2019 (COVID‐19) pandemic created additional barriers to donate due to governmental prevention measures and increased personal health risks. In this report, we examined how the pandemic affected new donor registrations in the Netherlands, especially among groups with higher risk profiles for severe COVID‐19. Additionally, we explored the role of media for blood donation and new donor registrations.

Study Design and Methods

We analyzed new donor registrations and attention for blood donation in newspapers and on social media from January until May 2020, in comparison to the same period in 2017 to 2019.

Results

After the introduction of nationwide prevention measures, several peaks in new donor registrations occurred, which coincided with peaks in media attention. Interestingly, people with a higher risk profile for COVID‐19 (e.g., due to age or region of residence) were overrepresented among new registrants.

Discussion

In sum, the first peak of the current pandemic has led to increased new blood donor registrations, despite the associated increased health risks. Time and future studies will have to tell whether these new donors are one‐off ‘pandemic’ donors or if they will become regular, loyal donors.