(P-BC-9) Application of Buyer Persona as a Strategic Tool for Donor Recruitment and Retention in a University-Based Blood Bank

Background/Case Studies: Understanding the motivations and behaviors of potential blood donors is critical for donor engagement, especially in institutions dependent exclusively on voluntary donations. The Laboratorio Clínico y Banco de Sangre de la Universidad de Costa Rica (LCBSUCR), the only Costa Rican blood bank functioning solely on this model, lacked prior research defining its typical donor. This study aimed to characterize its primary donor profile (buyer persona) to optimize recruitment and retention strategies through data-driven communication.

Study

Design/Methods: A retrospective survey-based study was conducted using a probabilistic sample drawn from 1,491 voluntary blood donors between May 17, 2022, and May 17, 2023. Sample size (n=307) was determined using a 95% confidence level and 5% margin of error. Telephone interviews were conducted between May 22 and June 3, 2023, following pilot validation and statistical confidence checks. Survey variables included demographics, motivations, education level, and donation frequency.

Results/Findings: Donors were predominantly young (23–27 years), with 70.19% donating once annually. Most (76.22%) cited altruism ("desire to help others") as their main motivation. Nearly half (49.84%) had completed university education. Blood drives were preferred donation settings (84.04%), influenced mainly by location convenience. Importantly, 100% of respondents indicated a continued desire to donate, driven by the social impact of their action

Conclusions: The creation of a tailored buyer persona enables LCBSUCR to direct resources efficiently, enhance donor communication, and design strategic campaigns aligned with its donors'