Blood donation behaviour and strategies to bridge gap for new India

Recent research sheds light on donor motivations and the factors influencing blood donation in India and reveals a mix of altruistic and self-centred motives. Many donate blood out of a sense of social responsibility and a desire to help others in need. While altruism is a primary motivator suggesting additional factors that may influence donation behaviour such as incentives like free medical checkups, and family or friends pressure can influence behavior.

Moreover, in rural areas, several issues contribute to ongoing challenges. Taboos and societal norms often impede progress, while poor healthcare and malnutrition are exacerbated by inadequate medical infrastructure at the block and tehsil levels. Additionally, there is a significant lack of knowledge among ‘anganwadi’ workers, ‘sakhis’, and healthcare workers, which hampers effective intervention. Further, casteism remains a prevalent practice in rural areas, further complicating efforts to improve conditions in these communities.

Demographics also play a role. Another 2016 study by Saha, S., and Chandra at Current Science highlights the influence of age and education on blood donation. Younger adults tend to be less likely to donate compared to older generations. Similarly, individuals with higher education levels exhibit a greater willingness to donate.

Interestingly, a 2023 study by Saha and Soodan sheds light on the interplay of gender emphasizing the pivotal role of personality traits in shaping donation decisions. The study reveals that individuals characterized by high agreeableness and conscientiousness (traits associated with helping others and responsibility), reflecting tendencies towards altruism and consistency, exhibit a greater propensity for blood donation. Study further shows, both men and women express a positive intention to donate but social norms and misconceptions can discourage women from participating.

Apart from the behaviour perspective, challenges within the blood banking system itself are another hurdle. Inadequate infrastructure, limited accessibility of blood banks, and concerns about blood quality and service quality can deter potential donors. According to the 2016 study most of the first-time blood donors avoid their second donation not just because of medical reasons but for pandemonium conditions such as long, arduous screening time and incompetent staff behavior encountered in blood banks. Improving infrastructure, increasing outreach efforts, and ensuring transparency in collection and storage processes are essential to build trust and encourage participation.

Strategies for a sustainable blood supply

Promoting Awareness: National blood donation campaigns that utilize various media platforms can raise public awareness about the importance of blood donation and dispel misconceptions.

Targeted Outreach Programs: Reaching out to educational institutions, workplaces, and community centers can tap into new donor pools, particularly among younger adults.

Engaging Youth: Interactive workshops, celebrity endorsements, and leveraging social media can create a positive image of blood donation and encourage youth participation.

Empowering Women: Gender-sensitive campaigns that address social barriers and emphasize the importance of female blood donors can significantly increase participation.

Strengthening Blood Banking Systems: Investments in infrastructure, improved accessibility of blood banks, and ensuring transparency in blood collection and storage processes are critical for building trust with donors.

Encouraging Altruistic Donation: Although there might be an element of self-interest, the core emphasis should be on the life-saving significance of voluntary blood donation.

India’s blood donation landscape requires a multi-pronged approach. By addressing donor motivations, demographic considerations, and challenges within the blood banking system, India can move towards a more sustainable and reliable blood supply. This, in turn, will save countless lives and ensure that the life stream continues to flow uninterrupted.

Dr. Shantanu Saha is an Assistant Professor- Marketing, Ramcharan School of Leadership, Dr. Vishwanath Karad MIT World Peace University, Pune.