I'm all for innovation and new ideas, but this seems ... icky.
Donating blood is an important cause, and I highly recommend that you do it or support friends and family that do. If you're worried about needles, it's really not fun sitting in a room with other people staring at each other with nothing to do.
That's why one group of creators has decided that you should be able to support a good cause by doing something you love. Let me just preface this by saying that it's an interesting concept, but I'm not really sure if it will take off.
It gives me the heebies.