(P-BC-33) Enhancing Blood Donor Satisfaction and Motivation Through a Novel "Green Gift" Initiative at King Saud University Medical City, Riyadh, Saudi Arabia.

Background/Case Studies: Maintaining a robust blood supply relies heavily on voluntary donations. Strategies to enhance donor satisfaction and motivation are crucial for recruitment and retention. Recognizing the growing environmental awareness in Saudi Arabia, exemplified by the Saudi Green Initiative, the King Saud University Medical City (KSUMC) Blood Donation Center sought to improve the donor experience. A novel "green gift" initiative was implemented, providing each blood donor with a plant or tree seed. The primary goal was to enhance donor satisfaction and foster motivation by linking the life-saving act of donation with environmental stewardship and national goals.

Study

Design/Methods: To evaluate the impact of the "green gift" initiative on donor satisfaction and motivation, a cross-sectional qualitative survey was conducted among individuals donating blood at the KSUMC Blood Donation Center following the program's implementation. The survey included open-ended questions designed to explore donors' perceptions of the initiative, its influence on their motivation, and its alignment with broader themes of saving lives, environmental responsibility, and national identity. Data collection occurred in a post-donation setting within the blood center. Surveys were self-administered anonymously, and no prior relationships existed between the researchers and participants to minimize bias and influence.

Results/Findings: Survey responses indicated a highly positive reception to the "green gift" initiative. A significant majority of donors rated the initiative as 'very good'. Respondents expressed that receiving the seed enhanced their donation experience and significantly boosted their motivation. Key themes emerging from the feedback included a strengthened feeling of contributing positively ("saving lives and saving the planet"). Donors also reported a deeper psychological connection to national environmental efforts and a sense of pride in their civic role.

Conclusions: The practice of gifting plant or tree seeds was successful in significantly enhancing blood donor satisfaction and motivation at KSUMC. Survey feedback confirmed that this "green gift" effectively connected the act of blood donation with positive environmental action and national pride. Donors felt more motivated and valued, perceiving the initiative as aligning their contribution with saving lives, environmental sustainability, and the achievement of national goals. This suggests that incorporating symbolic, value-aligned gestures can be an effective strategy to improve the donor experience and potentially increase donor retention.