Motives and barriers to blood donation among adults aged over 50 years: A qualitative analysis

Ageing populations will increase demand for blood-products and donors who supply them. While blood collection agencies (BCAs) typically target younger people to expand supply, recruiting donors aged 50+ is also a potential solution. However, few studies focus exclusively on this group. We aimed to explore motives, barriers, costs, benefits, and BCA support and engagement of donors and non-donors aged 50+.

Semi-structured interviews were conducted with 31 donors who began or returned to donating (after >25 years) aged 50+, and 28 non-donors aged 50+ who had never donated or not donated in >30 years. We used reflexive and codebook thematic analysis of data.

Seven themes were generated: awareness of donation, accessibility and ease of donation, health and donation, age or life-stage and donation, helping self and others, social connections, and inspiration and incentives. Donors discussed their growing capacity for donation while others planned donation around busy lifestyles. Awareness of the need for blood motivated donors, alongside their desire to give back (i.e. reciprocity). Donors uniquely discussed their health privilege enabling donation and feeling obligated to help others less healthy. Non-donors lacked information and awareness about donating. Donation sites were viewed as inaccessible and family/work priorities limited capacity. Non-donors uniquely discussed being 'too old' to donate. They felt unwanted by and invisible to BCAs who do not target them in messaging/campaigns.

To ensure sustainability of blood supplies and avoid marginalising those aged 50+, BCAs should be more inclusive with greater awareness raising, targeted marketing, and maximising accessible donation opportunities.