Motivators and deterrents to blood donation among Black South Africans: a qualitative analysis of focus group data

Abstract

SUMMARY Background and Objectives South Africa has a markedly skewed representation where the majority of blood (62%) is presently collected from an ethnically White minority. This study seeks to identify culturally specific factors affecting motivation of donors in South Africa. Materials and Methods We performed a qualitative study to evaluate motivators and deterrents to blood donation among Black South Africans. A total of 13 focus groups, comprising a total of 97 Black South Africans, stratified by age and geographic location were conducted. Transcripts of the interviews were analysed using a coding framework by Bednall & Bove. Results Participants made 463 unique comments about motivators focusing primarily on promotional communications (28%), incentives (20%) and prosocial motivation (16%). Participants made 376 comments about deterrents which focused primarily on fear (41%), negative attitudes (14%) and lack of knowledge (10%). Conclusion Although prosocial motivation (altruism) was the most frequently mentioned individual motivator, promotional communication elicited more overall comments by participants. As reported by many authors, fear and lack of awareness were strong deterrents, but scepticism engendered by perceived racial discrimination in blood collection were unique to the South African environment.

Barriers and motivations to voluntary blood donation in sub‐Saharan African settings: a literature review

“…For example, in Kumasi, Ghana , 90% of respondents mentioned the fact that donating blood saves life as the main ‘advantage’ of donation. Knowledge‐related motivations were also widely cited as motivators to donation in several studies . Lastly, getting one's blood tested, either to detect infections or find out one's blood group, was cited as a motivation among up to 32% of respondents (where this was quantified).…”

“…Fear of exposure to infections in general and fear of exposure to HIV and hepatitis in particular were mentioned in 13 studies . The proportion of respondents reporting these fears varied significantly, from 3% to over 50% .…”

“…Other reasons not to donate included knowledge‐related barriers such as ‘never having been asked’ ( n = 7) and lacking information ( n = 8) , as well as practical barriers such as general inconvenience ( n = 2) , lack of time ( n = 6) , poor access to facility ( n = 3) and concerns with the service ( n = 5) . They also included socio‐cultural barriers including cultural and religious beliefs ( n = 13) , fear that the blood may be sold ( n = 6) , unwillingness to give blood to strangers ( n = 5) and lack of altruism or good will ( n = 2) . In addition, respondents in 11 studies reported thinking that they could not donate due to existing medical conditions or age .…”

“…They also included socio‐cultural barriers including cultural and religious beliefs ( n = 13) , fear that the blood may be sold ( n = 6) , unwillingness to give blood to strangers ( n = 5) and lack of altruism or good will ( n = 2) . In addition, respondents in 11 studies reported thinking that they could not donate due to existing medical conditions or age .…”

“…Incentives were reported as motivators to donate blood among respondents in 15 studies . Cash was specifically mentioned as a preferred incentive in 11 studies , although to varying extents and where other incentives were mentioned (e.g. small gift, award or certificate), cash was not the leading incentive.…”