MECHANISM FOR BLOOD AND PLATELETS DONOR RECRUITMENT, RETENTION AND APPRECIATION: THE TREE OF LIFE

Abstract

Background/CaseStudies: Different programs are used for blood donor recruitment mostly nowadays were the world has changed so much and transfusion services must lead with challenges to recruit donors. Allied to this, blood has been more required being the donor retention the golden standard. To contribute with strategies in these fields our service developed a tool, The Tree of Life (TTL) that can be used beyond recruitment, for retention, appreciation and motivation for donors. The objective of this study is demonstrate how TTL can be used for improve your relation with the donor while provide a safe blood. Study design/methods: To compose TTL donors must complete a number of donations in the program to have their names inscribed in golden metal leaves placed in tree image located in the entrance hall. The ceremony where all participants are invited to receive the certificate of honor happens in the National Blood Donor Day in Brazil, on November 25th. Each group of donors to participate in TTL must fill the minimum number of donations in the last 5 years: Group A (16 to 61 years) 15 donations for men and 12 donations for women; Group B ( >61 to 69 years) 5 donations for men or women; Group C (≥70 years) the donor can no more donate according to Brazilian law, in recognition the golden leaf in the tree is changed for a new one, that shows to be different from the others and stay for 1 more year, after that, we send the leaf to the donor with a thank you letter. Results/findings: During the analyzed period from 2003 to 2022, we observed that TTL is a powerful tool for donor recruitment with an amazing conversion capacity for returning donors. The TTL started with 46 donors in 2003 and there was an increase in the number of donors, finishing 2022 with 673 donors also in the numbers of returning donors during the 20 years of TTL, in 2003 we had a return rate of 40,60% with a slight fall during the COVID-19 pandemic in 2020, followed by an increase retention of 72,50% donors in 2021 and 73% in 2022. Interesting when compared returning donors with serology there were an inverse correlation (r= -0.9372) and a decrease in the positive serology as demonstrated from 5,5% in 2003 when we started the TTL to 1% in 2022. Conclusions: TTL can be used as a tool for donor recruitment, retention and appreciation able to increase total number of donors as well returning donors. Also, the decrease in positive serology due the increased numbers of returning donors can ensure transfusion safety.