Characteristics of Milk Donors Who Learned About Milk Donation Through Social Media

Background: Breastfeeding provides optimal nutrition and immunologic protection for newborns, particularly in preterm infants. When maternal milk is unavailable, donor human milk is a safe and effective alternative. Social media has emerged as a novel tool for raising awareness about milk donation; however, its impact on milk donor characteristics and donation outcomes remains unclear. Objective: The first aim is to evaluate the characteristics of milk donors who learned about donation through social media compared with other sources. The second aim is to assess differences in completing at least one donation, milk donation volume, and composition. Methods: A cross-sectional study including 1,121 donors was accepted between 2022 and 2024 in Spain. Maternal and neonatal characteristics, completing at least one donation, and milk donation volume were analyzed according to the source of information (social media and others such as maternity ward, mass media, or health care professionals). Statistical analyses included χ 2 , analysis of variance, and Kruskal–Wallis tests, with multivariable linear regression to identify factors associated with donation volume. Results: A total of 7.9% ( n = 89) milk donors learned about donation through social media. An increase was observed in the number of donors who learned about the milk bank through social media between 2022 and 2024. No differences were observed in maternal or neonatal characteristics, nor in donation rates (2.2%; p = 0.41). However, these donors showed a lower volume of milk donation (1,582 mL; interquartile range [IQR] 668–3,684) compared with those recruited through the neonatal unit (3,660 mL; IQR 1,873–10,365) or websites (3,160 mL; IQR 1,370–7,555) ( p < 0.001). Conclusions: Social media is an increasingly important strategy for raising awareness about milk donation without affecting donation rates. However, its association with lower donation volumes highlights the need for targeted strategies to improve donor engagement and retention.