Recent researches about blood donation highlight the need to consider blood donation as a process (Piliavin and Callero, 1991; Lee, Piliavin and Call, 1999; Ferguson, 1996, 2004). In order to guarantee a sufficient supply of blood, it is ne- cessary the understatement of the elements that can bring to this gesture and facilitate the commitment initiation. Thus, the organizations will be able to enhance focused recruitment strategies. They were interviewed 48 blood donors of an Italian Blood Donors Association (Avis). The analysis were conducted using Atlas.Ti, version 5. The results highlight those elements that approached donors to blood donation. In addition to relatives, friends or colleagues already donors, the interviews highlight the role of personal experiences: the donors interviewed are aware of the constant need of blood and they wish to contribute with it. Among the factors that have facilitated the approach to the world of the donation, the welcome the donors received and the suitable information about the gesture of donation are important in order to promote the blood organizations approach. Finally, blood donors highlight trust in the organization as an important element for beginning and maintaining the commitment over time.
Keywords: Recruitment, blood donation, organization, facilitating factors.