How can we encourage our voluntary non‐remunerated donors to donate more frequently?

Background Retained donors are safer and more cost effective than new donors, and yet increases in demand and natural attrition of the panel are typically countered through increased recruitment. An alternative would be to increase supply by persuading existing donors to donate more often. Many donors are medically eligible to do this; however, little is known about how to increase the frequency of giving. Aims The aim of this review is first, to consider the success of interventions trialled to increase donation frequency, and second, to draw on the extant literature to identify ways that frequent donation can be encouraged. Method A review of the blood donation frequency literature was undertaken. In addition, suggestions of ways to increase donation frequency were gained from the broader blood donation, charitable giving and behaviour change literatures. Results While the existing literature has identified personal and structural features associated with donation frequency, a suite of successful intervention strategies to increase donation frequency has not been reported. A review of the broader relevant literatures identified potentially useful strategies focused on targeted appeals designed to incrementally build frequency and engender longer term commitment. Further, additional approaches focused on the strategic use of descriptive norms, reducing costs associated with donation and restructuring donor loyalty schemes are outlined. Conclusion Although increasing the frequency of donation by existing donors would provide benefit, relatively little is known about how to achieve this. This review identifies a range of possible techniques that Blood Collection Agencies (BCAs) can use to optimize the frequency of donations obtained.