Donor Experience and Satisfaction: A Cross‐Sectional Survey of Australian Milk Donors

TL;DR

This study surveyed Australian milk donors to understand what factors contribute to their satisfaction and how to improve donor experiences to sustain milk banking services.

Contribution

The study identifies key factors influencing donor satisfaction and proposes actionable strategies to improve donor retention and engagement in milk banking.

Findings

Most donors felt valued through supportive interactions and receiving milk bags, but some felt undervalued due to lack of post-donation communication.

Limited freezer space was the most reported barrier to continued donation, followed by time constraints and household illness.

Streamlining processes, reducing costs, and enhancing communication can make milk donation more accessible and sustainable.

Abstract

Pasteurised donor human milk is a vital resource for vulnerable preterm infants. As demand continues to grow, the sustainability of milk banking services relies not only on recruiting donors but also on fostering positive donor experiences. Satisfied donors are more likely to contribute consistently and advocate for the service, enhancing its visibility and community support. A total of 588 formal milk bank donors who donated to Australian Red Cross Lifeblood milk programme between January 2024 and April 2025 were invited to participate in a survey. The survey aimed to explore factors that make milk donors feel valued, evaluate their satisfaction with different aspects of the donation process, and identify barriers that may hinder continued donation. The survey included Likert‐scale questions and optional open‐text responses. The survey was completed by 257 donors (43.7% response rate). Most (72.4%) felt highly valued by Lifeblood, especially due to receiving milk bags, and having supportive, personal interactions with donor coordinators. However, some donors felt undervalued due to a lack of post‐donation communication. Whilst satisfaction with the donation process was high, some respondents found the screening process repetitive and time‐consuming. The most reported barrier was limited freezer space (67.7%), followed by time constraints, illness in the household, and the burden of cleaning and sterilising equipment for milk expression at home. Milk banks should adopt donor‐centred practices, including streamlining processes to minimise time and effort required for donors, reduce costs incurred by donors where feasible, and enhance post‐donation transparency and engagement.

Supportive and respectful interactions with milk bank staff foster donor engagement by making donors feel valued and appreciated.Timely communication and recognition, such as updates and acknowledgements, enhance donor satisfaction and strengthen their connection to the milk bank.Reducing practical and financial barriers for milk donors, including simplifying screening, offering home collection, and providing milk storage supplies, makes donation more accessible and sustainable.

Supportive and respectful interactions with milk bank staff foster donor engagement by making donors feel valued and appreciated.

Timely communication and recognition, such as updates and acknowledgements, enhance donor satisfaction and strengthen their connection to the milk bank.

Reducing practical and financial barriers for milk donors, including simplifying screening, offering home collection, and providing milk storage supplies, makes donation more accessible and sustainable.

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