Getting people to give blood.

A well functioning blood service is dependent on people who are willing to come forward and give blood as a gift to those in need. This prerequisite brings a deeply human aspect to the blood service but also leaves it vulnerable to the fluctuations of people's donation behaviour, large or small as it may be, no matter is it lain in a developed metropolis or a remote African town. Blood services share a common concern: are they approaching a rising shortage of blood supply? Why does it take more effort than ever to get people to become blood donors? This lecture discusses donor recruitment as systematic work towards a blood supply, which is safe, adequate and reliable. Special attention is paid to the community, an individual's move from awareness to loyalty and demands on blood service personnel. The discussion is based on reports by those who have donor recruitment as full time profession and by those in other professions who have gained wide expertise in this field. It is human nature to feel needed, important and appreciated. Blood donation has all the possibilities to give these feelings to people. Any search for something new and exciting to motivate people to give blood must stem from a sound understanding of people in the community, an experience gained through years and a systematic working method.