Background - The study of donation motivations is essential at blood transfusion centres, because of the impact of these motivations on an individual’s decision to donate. The heterogeneity of donor behaviour and the overall lack of consensus on how to assess it (e.g. via terminology, grouping of items in categories) justify this research, which was conducted with the purpose of an integrated analysis of the influence of sociodemographic and donation behaviour characteristics on the prevalence of donation motivations.
Materials and methods - Twenty-five types of motivation were assessed, through an online self-administered questionnaire, in a sample of 5,353 active donors in the Canary Islands (Spain). A series of tests focused on the differences in means was performed in order to analyse how the donor profile affects donation motivations. As a preliminary step, the validity and reliability of the proposed motivation scale, holistic and integrative in nature, were demonstrated.
Results - Variations in donation motivations do exist. Blood transfusion centres should target their efforts on donors who are over 35 years old, highly educated, with a high income and longer careers as donors, given that these are the least motivated subjects n the donor pool.
Discussion - The fact that the prevalence of donation motivations varies according to the donor profile demonstrates the need to identify the most relevant motivations and, furthermore, which population groups are affected by these motivations. Blood transfusion centres should design differentiated marketing actions in order to achieve greater effectiveness and efficiency when using their budgets.
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