Asked by: Olly Glover (Liberal Democrat - Didcot and Wantage)
Question to the Department of Health and Social Care:
To ask the Secretary of State for Health and Social Care, whether he has made an assessment of the potential impact of introducing non-cash incentives for voluntary blood donors on donation volumes.
Answered by Ashley Dalton - Parliamentary Under-Secretary (Department of Health and Social Care)
NHS Blood and Transplant (NHSBT) is responsible for blood services in England. NHSBT has a Donor Recognition Scheme (DRS) that thanks donors, using personalised emails at various milestones, digital badges, and for higher donation thresholds, distributes pin badges and formal certificates. Further information on the DRS is available at the following link:
https://www.blood.co.uk/the-donation-process/recognising-donors/
NHSBT’s strategic objective is to grow and diversify the donor base to meet evolving hospital needs, and to reduce health inequalities. To support this, the DRS is being reviewed. The new approach will shift the emphasis from recognition alone to retention, with a stronger focus on engaging newer donors. In the coming year, a series of pilots will shape a new donor recognition and retention proposition that will improve access and engagement of donors, and build a more sustainable donor base. These pilots will play a critical role in shaping a scheme that supports NHSBT’s goals of equitable access, long-term engagement, and sustainability in blood donation.
Asked by: Olly Glover (Liberal Democrat - Didcot and Wantage)
Question to the Department of Health and Social Care:
To ask the Secretary of State for Health and Social Care, whether he has considered launching a time-limited regional pilot of a blood-donor loyalty programme that awards perks to donors.
Answered by Ashley Dalton - Parliamentary Under-Secretary (Department of Health and Social Care)
NHS Blood and Transplant (NHSBT) is responsible for blood services in England. NHSBT has a Donor Recognition Scheme (DRS) that thanks donors, using personalised emails at various milestones, digital badges, and for higher donation thresholds, distributes pin badges and formal certificates. Further information on the DRS is available at the following link:
https://www.blood.co.uk/the-donation-process/recognising-donors/
NHSBT’s strategic objective is to grow and diversify the donor base to meet evolving hospital needs, and to reduce health inequalities. To support this, the DRS is being reviewed. The new approach will shift the emphasis from recognition alone to retention, with a stronger focus on engaging newer donors. In the coming year, a series of pilots will shape a new donor recognition and retention proposition that will improve access and engagement of donors, and build a more sustainable donor base. These pilots will play a critical role in shaping a scheme that supports NHSBT’s goals of equitable access, long-term engagement, and sustainability in blood donation.
Asked by: Olly Glover (Liberal Democrat - Didcot and Wantage)
Question to the Department of Health and Social Care:
To ask the Secretary of State for Health and Social Care, what steps (a) his Department and (b) NHS Blood and Transplant are taking to increase the number of blood donations.
Answered by Ashley Dalton - Parliamentary Under-Secretary (Department of Health and Social Care)
NHS Blood and Transplant (NHSBT) is responsible for blood services in England. NHSBT has been using several initiatives to increase blood donations and in turn improve blood stocks.
For instance, the Department provided seed-funding to support NHSBT’s work to increase collection capacity and resilience, including the new Brixton Donor Centre which opened in December 2024. Additionally, the newly re-opened donor centre in Southampton and the Brighton donor centre that will open later in the year will increase NHSBT’s capacity to collect more blood.
National Blood Week, between 9 and 13 June 2025, saw campaigns seeking to recruit donors, particularly for blood groups where demand is high, and to increase the number of bookings. Messaging included a strong call to action for a million people to become regular donors.
NHSBT has a hotline to enable priority donors, which are currently O negative, B negative, and Ro donors, to find an available appointment. This function will be available for online and app bookings later in June 2025.
A Marketing Automation Tool was launched in September 2024 that will enable NHSBT to personalise the messages it sends to donors so that over the coming year, more of the communication donors receive will be relevant to them, making it easier for them to book an appointment at a time and place that suits them.