Objective: To probe into the effective promotion of unpaid blood donation in China. Methods: Bibliometric analysis method is used by blood donation advocacy Papers for analysis. Results: 110 papers involved 19 provinces. Papers’ author which is come from blood collection agencies accounted for 85.45%. Periodicals come from "Chin J Blood Transfusion" accounted for 32.73 %. Qualitative research is 52.73%. The target audience is college students and migrants in the street accounted 58.89%.The ratio of effective evaluation campaigns 47.83%. Effective evaluation of the proportion of the mass media is 32%. Conclusions: The promotion of blood donation is receiving more and more attention. The top three of effective evaluation are campaign celebrity events, the heroic deeds of donation reports and special date. The top three of media is advertising, TV news and billboards.