“…These assumptions have been shaken by a demographic change, with fewer younger people as donors and more older people, who are more likely to be potential recipients of blood products, and by problems of the recruitment and retention as the industrial landscape has been transformed to a service‐based economy (Greinacher and Hoffmann, ). Besides, in the digital age, an increasing proportion of donors respond more readily to communication by text or email and expect immediate interactive communications too, for information and appointments.…”