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Promotion of blood donation: following a process approach

The blood centre ability to meet the hospital demands of blood for their patients rests largely on the level of community participation. Well-driven efforts should be made in order to transmit the blood donation message among the general population reaching the public at all levels and making it aware of the blood needs. In the first instance the objective is not blood but donors, although involved non-donors are also necessary. Many non-donors participate actively in blood donation as aiding volunteers, as sponsors for collection sites, as organizers for meetings or media activities, or simply spreading the message within their family and friends creating a favourable atmosphere for blood donation. The promotion of blood donation is a crucial task traditionally assigned to a donor-recruiting department, to a public relations department, or alternatively to a blood donor association linked with the blood centre. To organize a separate and specific activity such as this, being familiar with the use of specific marketing tools, working mainly outdoors, seems so natural that it is understandable the widespread use of the model. It is effective also. To be conscious of a problem, to make a specific plan, to act and to check the results are always effective. There are dangers too. The most important is related to responsibilities. There is a temptation to rely on the recruiting unit for any activity or any arising problem connected with promotion. Other departments may not feel concerned about promoting blood donation, as long as there is one specific department doing the job. Moreover, real conflicts may arise between the blood collection department and the recruiting department because of matters such as the number of donors appointed at one time in one place, or the opening time of a donor session, or the collection team cold behaviour in their relation with donors. The recruiting department may also have communication problems with other departments, for example laboratory, clinical services, tissue bank, and others. There are reasons for these potential disarrays. The promotion of blood donation department is not the sole responsible for promoting blood donation and is not the sole agent doing the task. In fact promotion of blood donation is a broad process and should be handled as such.