Vom Erstspender zum regelmäßigen Spender: Prädiktoren einer erfolgreichen Spenderbindung im Anschluss an die Erstspende

Zusammenfassung

Regelmäßige Spender, die über Jahre hinweg spenden, sind für die Blutversorgung von zentraler Bedeutung. Allerdings entwickelt sich nicht jeder Erstspender zu einem regelmäßigen Spender und es bleibt stattdessen bei einer oder vereinzelten Spenden. In empirischen Studien zum Rückkehrverhalten von Erstspendern konnten Erfolgsfaktoren einer gelingenden Spenderbindung beschrieben werden. Der Übergang vom Erstspender zum regelmäßigen Spender erfolgte insbesondere dann, wenn Spender möglichst schnell wiederkehrten und positive Spendeerfahrungen sammelten. Temporäre Rückstellungen, spendebedingte Reaktionen oder Unzufriedenheit mit der Spendeorganisation wirkten sich dagegen ungünstig auf die Rückkehrbereitschaft aus. Besonders gute Prognosen für eine längerfristige Spenderkarriere hatten Männer, sehr junge Erstspender und Erstspender im fortgeschrittenen Alter, hochgebildete Erstspender und Erstspender, denen viele Spendetermine angeboten wurden. Diese Befunde bestätigten sich weitgehend auch unter deutschen Erstspendern. Ebenfalls positiv auf die Rückkehrbereitschaft wirkten sich eine hohe Selbstwirksamkeitserwartung der Spender sowie eine starke Identifikation mit der Spenderrolle aus. Mit jeder weiteren Spende steigt diese Identifikation und hilft den Spendern, auch negative Erfahrungen zu verarbeiten. Um die Spenderbindung zu unterstützen, sollten die Blutspendedienste möglichst negative Erfahrungen der Spender vermeiden und Strategien wählen, die eine schnelle Rückkehr begünstigen. Hierzu zählen eine optimierte Terminplanung, schriftliche und telefonische Erinnerungen und Rückfragen über die gesammelten Erfahrungen und die zukünftige Spendemotivation. Darüber hinaus sollten weibliche Spender und Spender im mittleren Lebensalter besondere Beachtung finden, um deren eher geringe Rückkehrraten zu steigern. Ziel muss es sein, möglichst viele Spender zu einer längerfristigen Spenderkarriere zu bewegen.

Abstract

Regular donors who donate every year are very important for the prevention of blood shortages. However, only few first-time donors return to donate on a routine basis. In the past decade, several studies have described factors influencing donor return of first-time donors to guide donor retention strategies. These studies have showed that frequent return in the first year after the initial donation as well as positive donation experiences helped first-time donors to become regular donors. In contrast, donors that were temporarily deferred, donors that suffered from donation reactions or made other negative experiences were less likely to return for further donations. Further differences in donor return of first-time donors appeared between sociodemographic groups: men, very young donors, donors above 40 years, high educated donors and donors living in municipalities with a high annual number of mobile donation sites were more likely to return for further donations and to become regular donors. Return patterns of first-time donors of the German Red Cross Blood Service confirm most of these associations that were described in international studies. Beside these factors, a high self-efficacy among blood donors as well as a strong identification with the blood donor role can predict donor return of first-time donors. With each additional donation self-efficacy and the identification with the donor role increase. Therefore, strategies that help first-time donors to return as soon as possible for further donations are very important. These strategies should include phone call reminders, motivation interviews and a high annual number of mobile donation sites offered by the Blood Services. Especially women and middle-aged donors should be encouraged to return for further donations and to become regular donors.

Schlüsselwörter

Blutspende - Erstspender - Spenderbindung - Versorgungsforschung

Key words

blood donors - donor return - donor retention - prosocial behavior

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