How to increase first-time donors' returns? The postdonation letter's content can make a difference.

Background: Retention of first-time donors is pivotal for blood collection centers. The present study built on research showing the importance of donor identity among regular donors and sought to compare the effectiveness of various communication strategies on return rate.

Study Design And Methods: Postal letters were sent to a large sample of first-time whole blood donors (N = 1219) a few weeks following their first donation.