The Application of Social Marketing in Increasing the Supply of Blood from Young Donors, Non-Donors and Lapsesd-Donors

Blood donation is dependent on the goodwill of people, to voluntarily donate blood, without financial reward. There is a continuous need for new blood donors, because the demand for donor blood is increasing, whereas the supply of blood is declining. Only 3% of the eligible population in the Republic of Ireland donate blood. This leaves an enormous potential blood donor base, which if tapped into and maintained could lead to an adequate reserve of donations to meet the transfusion needs of this country. The focus of this study will be on how social marketing can be effective in increasing blood supply. Understanding and facilitating the recruitment and retention of blood donors is the major contribution that the social and behavioral sciences can make to transfusion medicine.