The good donation attempt: A qualitative analysis of donor experience regardless of phlebotomy outcome

Globally, blood donation rates are declining as demand for blood products grows. Given that having a positive donation experience is key to retention, this analysis explores how aspects of service quality provided by blood collection agencies shape donation experiences.

To investigate donor experience, we considered both quantitative and qualitative responses provided by donors in a standard post-donation feedback survey. Responses were stratified by self-reported experience using a standard customer loyalty question and donation outcome, and analysed using iterative content analysis. Categories were identified across three coding rounds (n_total = 1800).

Our analysis identified seven categories shaping the blood donor experience: Accessibility, Amenities and Environment, Donor Centre Staff, Donation Process and Efficiency, Valuing Donation, Donor Care and Psychological Impact, and Physical Impact. Positive donation experiences centred on interactions with staff and convenience, while negative experiences stemmed from process management issues, perceived lack of care and experiencing pain.

This research outlines a comprehensive framework of the elements that influence service quality in blood donation regardless of whether a donation attempt resulted in a successful collection.