Sixty English‐language articles on the motivation and recruitment of blood donors and nondonors are reviewed and evaluated. Apparently researchers have been finding essentially the same results for approximately twenty years. Motivations to donate are: altruism/humanitarian, personal or family credit, social pressure, replacement and reward. Motivations not to donate are: fear (of needle, sight of blood, weakness, finger or ear pricking), medical excuses, reactions, apathy, and inconvenience. Deeper analysis of motivation suggests that donors may unconsciously desire a “pat‐on‐the‐back” for their efforts. Retention and management of prior donors may be more significant to meeting blood needs than motivation of new donors. Suggestions for donor recruitment effectiveness are presented.