Listening to the Hearts of Today’s Heroesexploring Donors’ Motivations and Feedback on Tupou Blood Donation Drive

Public service is a core value of the University of the Philippines Open University (UPOU). In 2012, the Faculty of Information and Communication Studies (FICS) launched a blood donation drive to address the country’s ongoing need for blood and support its employees’ and their families’ health and well-being. Since 2014, this has become an annual event, reflecting UPOU’s commitment to community service. This paper examines the motivations of blood donors, highlights best practices, and identifies areas for improvement, employing the Theory of Planned Behavior (Ajzen, 1991) to explore the role of communication in motivating participation. Through key informant interviews and thematic analysis, the study finds that donors are primarily motivated by a desire to help others, access to blood, and the health benefits associated with donation. Best practices identified include accommodating staff, efficient organization, a conducive environment, and the provision of refreshments. However, areas for improvement include increasing publicity efforts, ensuring wider venue accessibility, and disseminating invitations earlier. The findings suggest the need for more strategic communication that emphasizes the scarcity of blood, the benefits of donation, and the importance of ensuring blood availability. The Theory of Planned Behavior helps contextualize how positive attitudes, perceived behavioral control, and subjective norms influence donor participation. By incorporating these improvements, including better-targeted communication strategies, the drive can attract more donors, strengthen community engagement, and ultimately increase the impact of the UPOU Blood Donation Drive.