Objective: To describe and compare the characteristics of blood donors and non-donors and to examine factors associated with donation, including motivators and barriers of blood donation in Guangzhou, China. Design: Cross-sectional survey using self-administered standardized structured questionnaires on both donors and non-donors. Setting: 12 mobile and 4 permanent blood donation stations in Guangzhou during the whole operation time. Participants: 500 blood donors who donated at the donation sites and 500 non-donors who never donated and passed by the station were asked to complete a self-administered questionnaire during Dec 10, 2013 to Jun 25, 2014. Main outcome measures: Blood donation or no donation. Results: 1080 questionnaires were collected, of which 1034(95.7%) questionnaires were valid. 602(58.2%) participants were donors and 432(41.8%) were non-donors. Older people (OR: 1.46, 95% confidence interval: 1.24 to 1.72, p<0.01), males (1.33, CI: 1.02 to 1.71, p=0.03), non-college-students (1.76, CI: 1.16 to 2.56, p<0.01) and people with higher education level (1.27, CI: 1.11 to 1.45, p<0.01) were more likely to be donors. The main objective of blood donation was helping patients (n=405, 68.2%), and the main reason of not donating was being in poor health (n=138, 33.1%). However, other motives, such as benefiting health and free check for blood type and body, and obstacles, such as failing to meet the requirements and fear, were also important. More male donors would donate again than females (80.5% vs. 68.5%, p<0.01), whereas more female donors showed uncertainty than males (25.9% vs. 16.6%, p<0.01). Usage of blood (n=182, 46.7%) was what non-donors wanted to know the most if they were to donate in the future. The majority of participants (n=730, 71.3%) considered raising the awareness of blood donation among people was one of the most effective ways of blood donation promotion. Television was considered as one of the most effective methods of blood donation promotion and recruitment, and was more acceptable to females. Younger participants preferred the internet. Conclusion: These findings suggest that raising the awareness of blood donation is vital. Campaigns should focus on multiple aspects targeting different groups of people. Television and the internet are useful tools of blood donation promotion and recruitment. / published_or_final_version / Public Health / Master / Master of Public Health