Efforts to recruit and enhance blood donor return probability: A point of view from Oslo, Norway

Transfusion of human blood remains irreplaceable in human medicine and we need to pave the ground for continued and sustainable action in the decades to come. Blood and transfusion services around the world currently experience challenges and need to increase donor recruitment and retention. This invited commentary focuses on the foundation and maintenance of a functional transfusion service for the coming years as it is imperative to develop and continuously reappraise the blood supply and transfusion service, based on evidence, experience and expertise, to meet expected and unexpected requirements of the future. Several of the greatest national blood and transfusion services in the world lead the way with innovative developments based on research and data from large donor cohorts. This is the context in which, for the last six years, the Oslo Blood Center has scrutinized and reappraised our working processes and use of resources with the aim of increasing the number of active donors. To achieve this objective, we have implemented technological and practical improvements in work processes, donor eligibility, recruitment and donation routines, and launched several projects to increase donor retention.