MOTIVATIONS AND BARRIERS TO VOLUNTARY BLOOD DONATION IN

MBA - WBSBlood is a vital source of life. Beliefs and attitudes concerning blood affect the work of transfusion services in appealing for and recruiting blood donors in varying degrees throughout the world. The South African National Blood Services (SANBS) is facing many challenges in their efforts to continually supply sufficient, safe blood to recipients. Voluntary, non-remunerated donors who give blood regularly are the foundation of a safe and adequate blood supply. Although many people will not qualify to become donors, many who can donate are not necessarily interested or committed to become voluntary donors. In South Africa, factors such as the increasing threat of HIV / AIDS, a lack of altruism, an ageing donor base and racial sensitivities all have an influence on a safe, adequate blood supply. These and other factors are further detailed within this report. The aim of the report is to explore the motivations and barriers to voluntary blood donation in South Africa. The study is exploratory and qualitative; therefore it is based on the inputs from focus groups with donors, lapsed donors and non-donors, representing various parts of the country and demographic profiles. Following an in-depth literature review on the subject, a number of focus groups were conducted where respondents were asked open-ended questions relating to the motivations and barriers to voluntary blood donation. Several key insights have emerged from the study, which serves as a benchmark for future studies. The reasons for donating, for lapsing and for not donating are detailed within this report. Recommendations for future studies have been included, as well as broad implications for social or cause related marketing