Background: The Assessing Donor Variability and New Concepts in Eligibility (ADVANCE) study was a multicenter cross-organizational collaboration to collect data to inform possible changes in blood donor selection criteria for men who have sex with men. Multiple recruitment approaches were used, and these may be applicable to current efforts in LGBTQ+ community engagement to recruit new blood donors.

Methods: Fieldwork for ADVANCE was a partnership between blood collection organizations (BCOs) and LGBTQ+ community organizations. First, we had to establish relationships with these organizations based on trust and commitment to common objectives. We developed recruitment materials for online and printed distribution. We worked directly with organizations in each community to tailor outreach. Approaches changed over the course of the COVID-19 pandemic.

Results: The study website was a portal for general information about donation policy, the study itself, scheduling study visits, and news stories. It was important to evolve outreach messages and approaches over time. Study team members created changing content and posting schedules on the website and social media platforms. We also worked with community and social media influencers to raise community awareness about the study. Later in the pandemic, we were able to recruit at in-person community events. These in-person events were our most successful outreach.

Discussion: The partnerships with LGBTQ+ community organizations, diversity promotion groups, and other members of the community were instrumental in making ADVANCE a success. The approaches we used for the study may be valuable for BCO outreach to attract new blood donors.

Keywords: blood center operations; donors; health research methodology.

© 2024 The Author(s). Transfusion published by Wiley Periodicals LLC on behalf of AABB.